Everyone is chasing AI efficiency. Fewer people are talking to their customers. That gap is where brand moats are built right now - and the companies that figure it out before everyone else wakes up are going to win the next decade of B2B marketing.

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David Walsh sits down with Mark Jung, founder of Known, to break down what's actually broken in B2B content, how LinkedIn's algorithm has fundamentally changed, and why the brands that get emotionally close to their audience will be on every buyer's day one list when it matters. Mark has driven over 1 billion organic LinkedIn impressions across hundreds of B2B brands. He is, in David's words, the LinkedIn scientist - and this conversation earns the title.

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Mark pulls from six years of LinkedIn data, hundreds of brands, and a near-obsessive study of LinkedIn's own engineering papers to explain what's changed, why it changed, and exactly what to do about it. He also gets specific about the mistakes most creators are making right now - and the mindset that separates the ones who compound from the ones who plateau.

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Guest Bio

Mark Jung is the founder of Known, a full-service organic LinkedIn agency for ambitious B2B brands. Alongside business partner Daniel Murray of The Marketing Millennials, Mark has driven 1,016,918,065 organic impressions on LinkedIn across 2024 and 2025, grown a combined 2.19 million GTM followers across personal brands and company pages, and scaled to $1M+ ARR in 47 days after launch. Known operates as a stealth agency - they don't name clients - but their results speak for themselves: net-new pages grown from zero to 25,000 followers, brands taken from 2,000 to 50,000+ company page followers, and LinkedIn's Top Startup Award won on behalf of the brands they work with. Mark has spoken at HubSpot's INBOUND and advises a range of B2B startups. He currently lives in the Cayman Islands.

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What We Cover

1. Why boring is how you die: Mark's core philosophy from management consulting to SaaS - great marketing doesn't feel like marketing, and the moment it does, you've lost. He explains why brands chasing AI efficiency have traded proximity to their customer for productivity, and why that's a dangerous trade.
2. The chicken dish at the wedding: Mark's framework for brand positioning. Chicken is safe. Nobody remembers it. Brands that refuse to take a stance, offend their non-ICP, and show up with real conviction are the only ones that build raving fans - and a moat.
3. Three tips for more authentic LinkedIn content: Be capital-YOU (your lived experience is the one thing AI can't replicate), mine your winning comments using Toyota's Five Whys to find the emotion underneath, and apply the Rule of One - one audience, one key point, one emotion per post.
4. How LinkedIn's algorithm actually works now: Mark breaks down LinkedIn's shift from separate compute-heavy systems to a unified LLM-based model built around a MoE (Mixture of Experts) architecture - and what that means for how your content gets ranked and distributed.