Jim Henson Idea Man: B2B Marketing Lessons on Leading with Entertainment with Chief Marketing Officer at Resilio, Adam Kranitz

Marketing isn’t just about pushing a product anymore. If you want to resonate, you need to think creatively, act authentically, and know when to take the spotlight off the brand and onto the people behind it.

That’s the magic of Jim Henson, where artistry meets innovation, and characters become cultural icons. In this episode, we tap into that enduring creative power with the help of our special guest, Adam Kranitz, Chief Marketing Officer at Resilio.

Together, we explore what B2B marketers can learn from narrative consistency, egoless collaboration, and why it’s time to stop making “content” and start telling stories that actually matter.

About our guest, Adam Kranitz

Adam leads the marketing organization at Resilio, responsible for demand marketing, brand, and corporate communications. He is an experienced technology marketing leader with expertise in building and leading global marketing teams and strategies that grow revenue, increase product adoption, and build mindshare with competitive differentiation.

Adam has led vision, strategy, and execution for all facets of B2B technology marketing, aligned with sales teams, for publicly traded technology firms, including Avid (NASDAQ: AVID) and Paychex (NASDAQ: PAYX), and SaaS start-ups, including CloudCheckr (acquired by NetApp) and LucidLink.

Adam’s customer-centric marketing approach has recently produced industry leadership recognition for his companies with a G2 Leader Report for Cloud File Storage and category leader in Cloud Management Wave report by Forrester Research.

What B2B Companies Can Learn From Jim Henson Idea Man:

• Entertainment first, selling second. Jim Henson’s early commercials didn’t start with a coffee can—they started with chaos, characters, and charm. Adam puts it plainly: “Do we wanna beat people over the head with the technical benefits of the product, or do we wanna entertain and educate our prospects?” The goal isn’t to pitch—it's to engage. Use storytelling to earn attention before you explain the value.
• Narrative consistency pays off. Kermit hasn’t changed. Neither should your core brand story. “If we haven't landed our message and are consistently delivering it over time, through multiple channels… what have you created?” Adam asks. Like the Muppets, your brand needs to adapt across formats but stay true to character. A consistent voice builds trust—and keeps you top of mind.
• Let your experts do the talking. Your audience doesn’t want to hear from the brand. They want to hear from the people behind it. “Nobody wants to see an AI talking head avatar… You've got smart people in your organization, it's your job as marketers to coach them up.” For Resilio, spotlighting their CTO, CPO, and CEO on LinkedIn unlocked real results. Empower your experts. That’s who your buyers want to meet.

Quote

*“The best part of my job is when I get to get on a platform like this and do a video interview with one of our customers… and then they kind of unprompted will talk about how much they love Resilio… That magic moment where it clicked for them—that is just magic.”

Time Stamps

[0:55] Meet Adam Kranitz, Chief Marketing Officer at Resilio

[00:56] Why Jim Henson Idea Man?

[04:01] The Role of CMO at Resilio

[05:31] Origins of Jim Henson Idea Man Documentary

[13:07] The Creative Genius of Jim Henson

[25:14] B2B Marketing Takeaways from Jim Henson

[38:37] The Power of Serialized Content

[42:49] The Importance of Video in Modern Marketing

[52:59] Final Thoughts and Takeaways

Links

Connect with Adam on LinkedIn

Learn more about Resilio

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