Be Positively Lovely: Joe Glover on Community, Live Content, and Using AI Without Losing Trust

Human Marketing

Joe Glover, founder of The Marketing Meetup, joins Chris Nelson to unpack how a fear of traditional networking became a global community of 250,000 marketers.

Joe shares the story behind TMM’s “be positively lovely” ethos, why in-person events are resurging, and how webinars and podcasts extend education and reach.

We dive into practical live-stream tactics (chat culture, global audience, repurposing), the shift to a podcast-first thread for higher-quality social clips, and where AI helps (translation, smart inserts) versus hurts (avatars and fake podcasts that damage trust).

If you care about building community, humanising your brand, and using AI thoughtfully, this conversation is a playbook for modern B2B marketers.

Connect with Joe Glover on LinkedIn

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Hosted by Chris Nelson, Founder of Human Video

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Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video

• (00:00) - Welcome + why Belfast needs a Marketing Meetup
• (03:37) - The origin story: fear, safe spaces, and “be positively lovely”
• (05:49) - Side project to full-time; the COVID pivot to webinars
• (06:59) - From 2.8K to 250K: 50 webinars & 150 in-person events worldwide
• (12:10) - Why in-person is back: serendipity over salesy networking
• (15:32) - Craving human contact vs. WFH: coffee beats another Zoom
• (17:30) - Webinars that teach: chat culture, global reach, real connections
• (21:55) - Podcasting perks: landing big guests (hello, Seth Godin)
• (24:52) - Repurpose vs. podcast-first: a new content thread and social-first clips
• (34:46) - AI in video: helpful tools vs. hype (use cases that actually add value)
• (44:13) - When AI breaks trust: avatars, fake podcasts, and the brand promise
• (50:37) - Where to find TMM & wrap-up