James Carbary

Sweet Fish

We produce video podcasts for B2B brands. On a mission to build the most valuable audiences in the world.

Let's chat. SweetFishMedia.com

Founder

Creator House

Hosting creators, marketers, and executives. I somehow figured out how to turn video podcasting, Mario Kart, & hot tubbing into a job.

B2B Growth

Exploring the future of media in business.

Executive Producer

Commission 127

We equip local churches to help strengthen and support foster, adoptive, and biological families.

Board Member

Entrepreneur Media

Contributor

HuffPost

Worth Day

Worth Day was born out of the idea that we shouldn't need a special occasion to celebrate somebody we love.

Generous Giving

Generous Giving is a non profit organization whose mission is to spread the biblical message of generosity and grow generous givers among those entrusted with much.

I had the incredible privilege of advancing Generous Giving's mission through managing the daily operations from the Orlando office.

Operations Director

Tyler Technologies

Tyler Technologies is a leading provider of end-to-end information management solutions & services for local governments. 

During my time with Tyler, I helped implement the Odyssey software solution into the Miami-Dade county court system.

Implementation Specialist

ETA Logistics

ETA Logistics provides transportation logistics at large events across the United States.

During my time with ETA, I managed helicopter operations for our NASCAR client base. I also managed ground operations at Super Bowl XLVI-XLVIII, the 2012 Final Four, and various NASCAR & IRL racing events. 

Hiring contract labor, overseeing the budget, and sourcing local ground & helicopter operators were a few of my responsibilities.

Second Director of Operations

Lover of Jesus, Lisa, JJ, and video podcasting. Trying to end the foster care crisis in America.

WHAT WE DO: We produce video podcasts for B2B brands.

WHO WE HELP: Content-focused marketing leaders at B2B companies.

WHY IT WORKS: Buyers trust people more than logos. Video podcasts put the personalities of your people at the center of your content.

READY TO TALK? You can email me at james@sweetfishmedia.com or text me at 405.206.8580

5 years ago, I wanted freedom FROM work.

Delegate everything. Build systems. Empower leaders.

The goal? Build a business that wasn’t dependent on me. 

Because that’s how you create a valuable business, right?

And to some degree, I still believe that’s true.

You should build a company that isn’t dependent on the founder.

But in the last few months...something shifted.

I’ve gone from wanting freedom FROM work...
to finding freedom IN the work.

It happened when I got back in the trenches - developing shows, executive producing for clients, building narratives that make people feel something.

And I realized…I freaking LOVE this work.

Not all of it…
But helping brands build trust at scale?
Creating content that resonates with actual humans?
That’s where I come alive.

We used to “crank out” content. 

Now we build personalities.

We turn subject matter experts into voices people actually want to follow.

That’s not just different work.
It’s more meaningful work.

And I’m feeling the freedom in it.

We Produce Video Podcasts for B2B Brands | Founder of Sweet Fish (3x Inc. 5000)

AI can help scale content. But it can’t scale trust.

We use AI every single day at Sweet Fish. 

Ask anyone on our team...I’m obsessed with it.

It helps us: 
→ Bring clear language to the POVs of our clients
→ Build character archetypes for our co-hosts 
→ Develop creative topic ideas in lots of different niches

But none of that matters if the substance that gets delivered on-air sucks.

And the best content - the kind that actually builds trust with your audience - is still 100% human.

It’s a founder telling a raw story. A VP pushing back on an idea based on their lived experience.

Co-hosts with real chemistry and a point of view.
That’s the part AI can’t replicate.

And it’s why our shows are always built around people first.

Smart strategy, powerful tools, top shelf production - absolutely.

But at the center?
Human voices.
Real perspectives.
Co-hosts your audience actually want to hear from.

AI is awesome.

But trust is human-powered.

Your podcast isn’t bad because the topics are boring (well, it might be)

My bet - it’s bad because you’re playing it way too SAFE.

Most B2B podcasts sound like this:
“Tell us your background.”
“What trends are you seeing?”
“Thanks for joining us!”

That’s not a podcast.
That’s a LinkedIn profile reading with elevator music.

If you want your show to actually build trust, spark curiosity, and create something people care about...

You’ve gotta stop phoning it in and start taking some risks.

Give your perspective on the stories that are keeping your buyers up at night.
Say something that makes people think twice.

Share the messy, real, behind-the-scenes stuff your audience can really relate to. 

Your show should feel like smart & relatable people having a conversation that the listener would love to be a part of IRL. Not a PR script with a mic.

Be the curator of bold ideas, real stories, and sharp perspective. Build chemistry. And keep testing. 

Because safe doesn’t scale.

What’s the spiciest take you’ve shared (or heard) on a B2B podcast lately?

If you’re ready to create a show that builds a real audience, let’s talk - Sweet Fish

Lover of Jesus, Lisa, JJ, Red Vines licorice, and B2B marketing.

WHAT WE DO: We produce podcast-first media brands for B2B companies who want to dominate their category.

You don’t want to produce “just another podcast” in your industry. You want to produce your market’s FAVORITE corner of the internet. And we know how to do just that.

We focus our done-for-you podcasting service on creative show development, thoughtful show production, and consistent show growth. 

WHO WE HELP: VPs of Marketing at B2B SaaS companies.

WHY IT WORKS: Because the shows we produce build brand affinity. Brand affinity drives revenue. 

We offer a means for your audience to feel an irrational bias towards your brand. They find you irresistible and irreplaceable. They pick you and stick with you – against the odds. People make emotional choices in who they subscribe to, buy from, and share. We offer a means to develop that emotional connection which becomes so potent, they become biased in your favor. No competitor matters. YOU are their favorite.

The pinnacle of an emotional connection between your audience and you is that they declare you to be their favorite. That doesn’t mean biggest or even “best” in any academic or objective sense. That’s not how people make choices. Our favorite shirts, restaurants, and sports teams aren’t always the biggest or best, nor do they need to be for us to dedicate our time and dollars to them. THAT is what we want for you: your audience dedicates their time and dollars to you, not a competitor.


READY TO TALK? You can email me at james@sweetfishmedia.com or text me at 405.206.8580

The most important part of launching a B2B podcast?

It’s not the gear.
Or the artwork.
It’s not even the topic.

It’s the on-air talent.

If the person behind the mic hasn’t lived in the shoes of your buyer, your show is going to fall flat. 

Think about the shows you actually love...

They connect because the hosts get you.

They’ve lived what you’re living. They’ve earned the right to speak.

It’s why “My First Million” works.
Why “All-In” works.
Some people follow Dave Gerhardt because of what he did at Drift seven years ago.

Their insights hit because they’re grounded in lived experience.

Meanwhile, most B2B brands hand the mic to a marketing manager with zero lived experience in their ICP’s world.

They may be smart.
They may be good on camera.
But if they’ve never done the job of the person they’re trying to reach…

They’ll never land the ‘inside baseball’ language.
Or be able to tell the war stories.
They just won’t resonate.

The host IS the show.
And the best hosts are reflections of the audience.

More content isn’t the answer.

More useful content is.

Too many B2B brands are stuck in the volume trap:
Crank out 10 blog posts.
Post 5 times a day.
Publish another ebook no one reads.

But here’s the thing...

Your buyers don’t want MORE.
They want BETTER.

Content that actually helps them do their job.

Content that feels human, like they’re part of the conversation.

Content that connects them to real people, not polished scripts.

That’s why a video podcast works so well.

It gives you both:

→ Functional utility. Deep dives, frameworks, real stories from the trenches

→ Relational equity. Trust built through the hosts’ voices, personalities, chemistry, and consistency

You’re not just showing up in their feed.
You’re showing up in their world.

So stop asking, “How much content can we publish this month?”

Start asking, “What would actually be useful to the people we want to serve?”

Build that connection, and you’ll tap into the 97% of your market who aren’t ready to buy just yet…but will one day.

Looking to launch or overhaul a podcast for your company? Shoot me a DM.

The ROI of podcasting isn’t leads.

It’s leverage.

Leads come and go.
Ad budgets rise and fall.
Algorithms change on a whim.

But audience?
Audience gives you long-term, compounding leverage.

Leverage to launch new products. 

Attract partners and talent. 

Lower CAC.

Outlast the next marketing trend.

And video podcasts?

They’re more than content. They’re the foundation of your content engine.

They help B2B brands own their audience…not just rent it.

Because when you’ve built a show your buyers actually want to watch, you don’t have to chase attention. You command it.

You don’t need permission. You have the platform.

Stop measuring podcast success by pipeline alone.

Start measuring it by how much leverage it gives your brand.

We don’t guess what your podcast should be about.

We reverse-engineer it.

Here’s how:

First, we map out the industry trends your audience is already searching for.

Then, we pinpoint where your hosts have authority and insight to contribute.
That overlap? That’s where the podcast lives.

Because when your show speaks to high-intent topics and showcases real expertise, it stops being just “content.”

It becomes a Discoverability Engine.

Your audience finds you while they’re trying to solve real problems.

They hear smart voices unpacking those problems in a way that actually helps. And the trust builds from there.

Sweet Fish is more than a video podcast vendor. 

We’re a strategic partner from strategy all the way through targeted distribution. 

Wanna build deep strategy into your show outta the gate? We might be the partner for you. Let’s chat.

Video podcasting isn’t about leads.
It’s about leverage.

Everyone’s chasing short-term ROI.
But the smartest brands are playing a longer game.

They’re building audiences.

Audiences:
→ Open doors
→ Build trust
→ Give you a platform no algorithm can take away

Those who have the audience have all the power.

So yeah—your podcast might not “generate a lead” this week.

But it might earn you influence.
It might turn a stranger into a fan.
And it might make your brand unforgettable.

That’s leverage.

And that’s the game we play at Sweet Fish

Want your podcast to perform better everywhere?

Break it into segments.

Most B2B podcasts follow the same tired format:
30–45 minutes
One host, one guest (a new guest every episode)
A long list of questions

Segmented shows, on the other hand, are:
→ Easier to consume
→ Easier to clip and repurpose
→ Easier to promote across social
→ And a whole lot more fun to host

At Sweet Fish, we build shows with intentional segments.

Each segment has a purpose. And more importantly, a personality.

Because let’s be honest: no one is binge-watching a 45-minute interview with no flow.

But they will binge a show with personalities they see themselves in.

Segments unlock personalities.

There’s a difference between being a vendor... and being a partner.

There’s a ton of vendors out there who only produce content. And honestly, at one point, we were one of them.

Helpful? Sure.
Valuable? Kinda.
But really, replaceable.

You can get content creation from dozens of agencies
Or freelancers on Fiverr or Upwork.

But I’m incredibly proud to say that’s not what Sweet Fish is anymore.

A client sent me a note the other day about Lauren, one of our Executive Producers.

They said she’s “truly a fantastic partner.”

Not “great at getting episodes out.”
Not “super responsive.”
But PARTNER.

That’s the kind of feedback that makes me incredibly proud.

Because it tells me the shift we’ve been working toward - the shift from vendor to trusted strategic partner - is really showing in how our clients talk about us. 

Strategic partnership isn’t just about delivering content. It’s about helping your clients think better. Move faster. And feel supported in ways that actually matter.

Lauren gets that. And our clients feel it.

Have you ever watched a video where the on-air talent just puts you to sleep?

The content might be valuable.

But the delivery? Snooze fest.

No energy.
No chemistry.
No personality.

In B2B podcasting, that’s a deal breaker. And unfortunately, it’s everywhere. 

Because people might come for insights, but they stay for connection with the hosts.

You need more than a strong topic and POV.
You need presence.
Camaraderie.
The ability to disagree (without making it weird).
And storytelling that actually pulls people in.

The best show hosts aren’t just smart.
They’re magnetic.

Your host is your show’s biggest growth lever.

Are you developing that skill... or just having them wing it?

This is what it looks like to do content right:

- In-person recording for real co-host chemistry
- Segmenting episodes for better flow
- Batch production (because consistency matters)
- A strategic third co-host to connect with various segments of your audience
- Going all in on YouTube

The team at CSI DMC isn’t just making content.
They’re building connection with the exact audience they want to reach.

Partnering with them has been a BLAST.

We don’t just build podcasts.
We build content platforms.

A podcast isn’t the end product.
It’s the starting point.

→ It’s your brand voice in motion
→ Your POV, unpacked weekly
→ A system for consistent thought leadership
→ A scalable engine for video, social, blog, email, and more

At Sweet Fish, we don’t just hit record and hand you a few audio files. We build a full content ecosystem around your show.

One episode becomes: 
→ Full-length audio and video episodes
→ Social clips
→ LinkedIn posts
→ Blog articles
→ Email content
→ Social ads
→ Sales enablement material

Suddenly, your podcast isn’t just a podcast.
It’s your marketing flywheel.

Strategic. Consistent. Repurposed by design.

Because in B2B, attention is hard to earn.
When you get it, you better make the most of it.

Are you looking to build a video-first content engine? We can help. Let’s chat.

Most brands have a discoverability problem.

They spend money on fancy video production that ends up NEVER getting in front of the people they wanna reach with it.

That’s why we don’t just launch podcasts at 
Sweet Fish. 

We build discoverability engines.

It’s a simple but powerful system: 
Plan → Produce → Promote.

Plan: Get clear on the audience persona, get on-air talent that clicks with that audience, and outline the value you want to deliver before you hit record.

Produce: Create co-hosted shows, themed content series, and segment your episodes so they’re built using a full-funnel approach.

Promote: Push content across YouTube, LinkedIn, podcast apps, and your website with a paid strategy that guarantees the content is actually getting in front of the right people.

This isn’t a one and done thing when your first episode goes live. It’s continuous to make sure your content is always improving and reaching your ICP. 

It’s not about just making content.

It’s about turning multiple people from your team into digital besties with your ideal buyers.

Fun is the energy. Structure is the engine.

We talk a lot about making B2B shows fun. Because it matters.

If your co-hosts aren’t enjoying the process, the content suffers. No one wants to watch or listen to a show that feels like a chore.

But here’s what people miss:

Fun without structure?
Burnout waiting to happen.
And you’ll never end up reaching your goals.

At Sweet Fish, we make shows that are both magnetic and methodical.

Creative segments that keep the format fresh.

Recurring themes so the audience knows what to expect.

A calendar built around your team’s actual bandwidth.

Batch recording days that feel like a hangout, but produce months of content.

Repurposing systems that turn one fun episode into dozens of strategic assets.

The vibe is real.
But the backend system is tight.

Because consistency doesn’t come from inspiration. It comes from a system.

Want your show to be fun and effective?

You need both: the spark and the structure.

If your podcast sounds like a pitch or a product demo...stop.

The best B2B shows aren’t selling devices.
They’re trust builders. 

That’s why we design personality-led, co-hosted shows.

Because people don’t wanna crack open an ice cold Dr Pepper Zero with a brand.

They wanna share that sweet sweet sugar free goodness with a human.

When your show has a real voice, someone with opinions, quirks, and actual chemistry with their co-host, you’re not just filling airtime.

You’re creating relationships at scale with anyone listening to the show. 

That’s how you stay top of mind with the 97% of your market who aren’t ready to buy yet.

And when they are ready?

They already trust the people behind the mic.

And that trust?
It transfers straight to your brand.

Let’s stop creating shows that sound like sales decks.

Start building ones people actually want to spend time with.

There’s a massive difference between impact and activity. And most marketers are on the wrong side. 

Most marketing teams are content factories.

Churning out post after post.
Cranking up the SEO machine.
Checking boxes on a content calendar.

We’re building something different.
We build trust engines.

We don’t create 150 AI-generated blogs to hit a quota.

We create strategic, personality-driven content that earns attention and keeps it.

Content that actually helps your audience. Positions your team as experts. Builds affinity over time.

Because trust compounds. And a loyal audience will serve your brand for decades.

Don’t settle for output.

Build equity.

We start every single show we launch with deep audience analysis. 

Because we don’t create shows to explain what you do.

We create shows that speak to what your audience actually cares about.

We map out the high-intent trends in your space. Topics your ICP is already thinking about.

Then we find the overlap:
 → What does your audience care about?
 → What can your hosts speak to with authority and personality?

That’s where your podcast lives.
Right in the middle of curiosity and credibility.

So no—the podcast might not be about your latest product feature.

But the trust your co-host builds on that mic?
It transfers.

So when we drop a midroll ad or a CTA in the show notes pointing back to your brand, it actually lands.

Because by then...
Your audience isn’t just listening.
They believe you.

Thinking about creating video content that actually sticks? Let’s chat.

Most B2B podcasts aren’t shows.

They’re interviews with a thumbnail.

No characters. No recurring segments. No chemistry. No story.

Just another expert answering another set of questions on a Zoom call. Probably the same questions they answered on someone else’s podcast last week.

Your audience isn’t looking for more content - they’re looking for a show they can fall in love with.

Think about your favorite show.

You don’t keep watching because the guest list is impressive.

You keep watching because the hosts have chemistry. The segments make you laugh. The banter felt like hanging out with friends. You FEEL something when you watch it.

At Sweet Fish, we believe every B2B brand has the potential to create a show. Not just a podcast. 

That means:
Recurring segments. Co-hosts with real chemistry. Inside jokes and callbacks. A distinct POV.

Personality-led content isn’t fluff. It’s how you earn attention in a world drowning in mediocre content.

Ready to build a show your buyers actually want to binge?

Let’s talk.

Taplio

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