Ep. 98 - From Burnley to 10 Million Views - Morgan Ratcliffe
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In this episode, Morgan Ratcliffe, Co-Founder and Managing Director of Notist, unpacks how B2B companies can stand out in a digital world that favors boldness and storytelling. From launching the agency with his brother in a spare room to generating millions of views and driving 8-figure revenue for clients, Morgan shares how he’s turning outdated B2B marketing playbooks on their head.
He dives into the power of narrative-led content, what most businesses get wrong about personal branding and company pages, and why LinkedIn video is still an untapped goldmine. Morgan also breaks down why high-performing campaigns start with free, valuable “products for prospects,” how to run thought leadership ads, and the underrated art of pulling audiences off-platform. Whether you're a founder, marketer, or content strategist, this episode is packed with practical strategies for building relevance—and getting noticed.
Guest Bio
Morgan Ratcliffe is the Co-Founder and Managing Director of Notist, a UK-based agency helping B2B companies stand out with story-driven marketing and bold digital strategies. Since launching the business with his brother just a few years ago, Morgan has scaled Notist into a powerhouse that generates tens of millions of LinkedIn impressions each month and delivers standout campaigns for brands ranging from the NHS to fast-growing tech firms.
With a background that blends entrepreneurial hustle and creative instinct, Morgan has built a reputation for cutting through the noise in the B2B space. He specializes in translating business value into compelling narratives, building content engines that drive awareness and engagement, and leveraging modern platforms like LinkedIn for exponential reach. Whether he's advising clients on go-to-market moves or crafting viral campaigns, Morgan’s approach is grounded in authenticity, attention, and results.
Takeaways
- Notist helps B2B companies stand out through story-driven marketing.
- Most B2B founders struggle to communicate their value clearly online.
- Community is built on shared interest, not just company updates.
- Campaigns—not one-off posts—drive momentum in B2B marketing.
- Video is an underused yet powerful tool for building visibility and trust.
- “Products for prospects” offer low-barrier, high-value lead generation.
- Thought leadership ads scale personal content to broader audiences.
Chapters
00:00 Welcome and Morgan’s Role at Notist
01:14 From Football to Founding: The Origin Story
02:55 Early Growth: From Spare Room to 20-Person Team
03:24 Why B2B Founders Struggle to Get Noticed Online
05:18 Growing from Thousands to Millions of LinkedIn Views
07:24 The Content Strategy That Changed the Game
08:45 Personal Brand Cadence and Value Creation
11:08 The Value-First Framework for B2B Company Pages
13:19 Campaign-Driven B2B Marketing Strategy
16:10 Rethinking LinkedIn Ads for High-Ticket B2B
18:35 The Power of “Products for Prospects”
20:31 Using Thought Leadership Ads to Scale Content
23:38 Video in B2B: Why It’s Still Underrated
25:04 How Video Humanizes Brands and Drives Reach
26:49 Should LinkedIn Go Longform? The Strategic Tradeoff
28:44 Positioning Content Around Real Customer Pain Points
30:35 Final Advice: Build Content That People Actually Want
