Content that actually resonates starts with telling the whole truth about what you can and cannot do right now. In this conversation, Trevor Grimes sits down with Tylor Jones, Director of Digital Acquisition at SIB Fixed Cost Reduction and 3X demand gen leader, to talk through category busting content, flopped campaigns, and building something that really matters.

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Tylor shares the long journey from 35 years of fixed cost reduction data to Spend Brain, a niche LLM that lets you “have a conversation with your spend,” plus how he borrows the B2C playbook, spends $100,000 a month on Meta, and uses UGC videos to make a complex offer feel simple.

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They walk through painful PLG and FBA reimbursement flops, the almond milk story, Reddit threads, cults, The Wandering Home Podcast, and why most teams under $20 million should stop chasing podcasts and ebooks and move the needle with honest structure, clear distribution, and real communities.

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Elder Emo, 3X demand gen leader, and self-described Gandalf of growth marketing, Tylor Jones is Director of Digital Acquisition at SIB Fixed Cost Reduction, a private equity–backed cost reduction and spend management firm. He builds and scales modern demand generation engines across high-growth B2B SaaS and B2B e-commerce, owning pipeline targets, budget, multichannel strategy, and executive-level reporting.

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Tylor also leads growth marketing for Getida, the largest FBA reimbursements auditor on the globe, and helps drive 3X inbound and 2X marketing-sourced pipeline. Outside of work, he co-hosts The Wandering Home Podcast, where a former pastor and a secular friend talk church, cults, and everything in between.

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• Content that actually resonates vs. content that just talks: why “stop mimicking and start making content that actually matters” is the starting point for both personal brand and company brand.
• Productizing fixed cost reduction into Spend Brain: how 35 years of enterprise spend data, an in-house AI and LLM, and “a conversation with your spend” turned a gray-hat-feeling service into extreme clarity for $100M+ businesses.
• Category busting content and the almond milk example: putting yourself “next to milk in the refrigerator” even when you don’t have to be there, fighting for that position, and using competitors’ categories as the comparison point.
• Borrowing the B2C playbook for B2B: why Tylor spends around $100,000 a month on Meta, runs UGC videos, blends product led and sales led motions, and treats category creation like a busy experiment instead of a static play.
• Two big flops and what they changed: a 10-video PLG onboarding series nobody watched, and an Amazon FBA reimbursement launch with a great deck, landing page, and CGO video—but weak distribution and wrong message order.
• UGC talent vs. “just use your webcam”: how Billo actors, stable spokespeople, consistent lighting, strong audio, and screen-cap product tours set the quality standard brands can’t drop below—while BDRs still use lo-fi 1:1 video in outreach.
• PLG, support, and that...

Free thing or paid thing? That tension sits at the center of this conversation about what makes content resonate and how to stop mimicking others and start making something that actually matters. Host Trevor Grimes and fellow marketer, content creator, and Scrappy ABMer Evan Cox walk through real examples of templates, guides, workshops, email sequences, and “ABM in a day” offers to figure out when to gate something, when to charge for it, and when to just give it away.

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Evan shares a simple line that shapes everything: “the highest motive brings the greatest motivation.” From lead gen CTAs that don’t default to “book a call,” to free products that unlock bigger, more expensive problems, they zoom in on relationship and revenue, quick wins, and logical reasons to ask for an email address. You’ll hear how to create the kind of content you want people to expect from you, why different is better than better, and how to move through crowded spaces like YouTube, Threads, and X without burning out or watering down what you do best.

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Evan Cox is a fellow marketer, content creator, and Scrappy ABMer who spends a lot of his time writing, creating, and designing content so brands stay well connected with their audience based on the content they produce. He and Trevor have worked together in a couple of settings and share a love for dogs (especially pugs) and back-and-forth riffs about Vietnamese food. Evan is also a huge football fan and brings that “different plays for different moments” mindset into how he thinks about account-based marketing, lead gen, and content offers.

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• How Trevor and Evan rethink traditional lead gen so every CTA doesn’t have to be “book a meeting” or “schedule a demo”
• Why a conversion can be as simple as a reply to an email, a question before a webinar, or a visit to your site—not just a booked call
• Different plays for free vs paid: starting with a free thing and turning it into a paid thing, or starting with a paid thing and later making it free
• How solving an immediate pain point with a product can unlock a bigger problem where you become the go-to problem solver
• Evan’s line: “the highest motive brings the greatest motivation”—and what that means for roofing guides, ABM workshops, and everyday content
• Trevor’s YouTube cohort story: offering a free email sequence template, then getting asked for a proposal and paid project from the same group
• Using logical reasons to request an email address (pre-registering kids, podcast Q&A, better estimates) so it feels like a benefit, not a trap
• Standing out in crowded spaces with “clear, compelling, and relevant” content and the idea that “different is better than better,” plus the “whereas our competitors…, we prefer to…” framing

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• Scrappy ABM (sponsor and ABM framework / “ABM in a day” workshop reference)
• StoryBrand (book and “StoryBrand guide” framework referenced by Trevor)
• Petfinder (used in Evan’s dog adoption example)
• Coke / Coca-Cola (Santa Claus and polar bear holiday billboard example)
• Amazon (as an example of a site with lots of paid products)
• Stand store (mentioned as a place to sell small guides)
• Gumroad (mentioned as a place to sell guides and products)

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Low-Tech, High-Impact Account-Based Marketing

If you’re ready to trade expensive, tech-heavy...

You block out time, sit down to batch content, open a blank document or camera app… and suddenly you’re deep diving on a Wikipedia page about soup spoons. That isn’t about talent. As Trevor Grimes says, creativity doesn’t die because you’re not talented. It dies because you sit down to create something and believe you have absolutely nothing to say yet.

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In this solo episode of The Content Crowd, Trevor shares the NoteCard Method, a simple, wildly tactical pen to paper system that became an absolute game changer for his content creation life and a fix for that “I’ve got nothing to post” panic. He walks through how a notebook and a stack of 3x5 or 4x6 cards can give you endless content ideas, make your process smoother, and help you stop treating content like a last minute chore.

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From perfectionism and procrastination to weekly brain dumps, categories, and deck sorting, Trevor shows how to hand yourself 20+ ideas in 10 minutes, recycle and remix posts that pop or flop, and destroy blank-page syndrome with a scrappy, no-tech, high-impact method.

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• Why creativity doesn’t die because you’re not talented, but because you sit down to create and think you have absolutely nothing to say.
• The real reason most creators quit: not content creation, but idea generation mixed with procrastination and perfectionism.
• How Trevor uses a notebook plus a stack of 3x5 or 4x6 note cards to move ideas from his brain to paper and never start from a blank page.
• The weekly 10–15 minute brain dump: one idea per card—stories, questions, lessons, frustrations, hooks, hot takes, tactical breakdowns, and behind-the-scenes moments.
• Using a legend card and simple labels like story, lesson, hot take, how-to, question, and behind-the-scenes (with highlighters or numbers) so you remember you need more than one type of content.
• Deck sorting: pulling specific mixes of cards (story, lesson, hot take, hooks, how-to) to build podcast scripts, long form videos, short form clips, blogs, emails, and posts on LinkedIn, Facebook, Threads, X, or Blue Sky.
• Recycling and merging cards so one or two “mediocre” ideas can turn into huge hits once everything is out on paper and you let yourself find a narrative arc.
• Using prompts like questions your audience always asks, mistakes you made early in your journey, stories from your work or creative life, things that annoy you about your industry, and skills or tools you wish somebody told you about sooner to instantly create a 25-card deck.

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• Scrappy ABM – Sponsor that helps you build repeatable account based marketing plays and teaches you how to do them so that you can bring ABM in-house when you’re ready.
• “Do Over” by John Acuff – The book where Trevor first saw a note card method used to create a personal job network and categorize people, resources, and ideas on cards.
• “Chris Talks Cash Flow” with Chris Brown – Conversation about budgets where the note card method for money helped Trevor see how note cards could map content.
• 30-Day Content Sprint / Content Creation Sprint – Trevor’s sprint that helps you come up with 20+ ideas in about 10 minutes and feeds directly into your NoteCard stack.

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Tools & Supplies Mentioned

• Notes app in your phone
• A physical ideation notebook or planner
• A stack of 3x5 or 4x6 note cards
• Sharpie pen and regular pen
• Highlighters or binder tabs for color coding and sorting

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If you struggle with running out of content ideas, the NoteCard Method is your no-tech,