We’re almost half way! The challenge is real, the pace is relentless, and the second half is going to be even bigger.

At the start of this year, the team at B2B Better set themselves one of the most ambitious owned media challenges in B2B podcasting: publish 100 episodes of Pipe Dream in 100 working days. Being almost at the halfway point, Jason takes a moment to reflect on what that commitment has meant in practice — the production effort, the editorial coordination, and the incredible roster of guests who have given their time to share what it truly takes to build an audience-led marketing strategy.

This is a short but significant milestone episode. 

If you have been following along since Episode 1, this is the moment to catch your breath alongside the team. If you are just discovering Pipe Dream, there is no better time to dive into the back catalogue and get up to speed before the next 50 land.

Key Takeaways

◼️ How to commit to a high-cadence content strategy — B2B Better set a target of 100 podcast episodes in 100 working days and have maintained that pace, proving that ambitious owned media goals are achievable with the right team.

◼️ Why consistency is the foundation of audience-led marketing — Publishing at this volume is not just a numbers game; it builds trust, authority, and a compounding content asset that drives long-term pipeline.

◼️ How to plan a content series that delivers value across every episode — Bringing in a diverse range of expert guests ensures each episode contributes genuine insight for B2B marketers investing in owned media.

◼️ Why strategic pauses can improve long-term content quality — Taking a short hiatus to prepare the second half of the series reflects a commitment to quality alongside quantity.

◼️ How milestone moments can strengthen your audience relationship 

Chapter Markers

00:00 Intro

00:10 The 100 Episodes in 100 Days Challenge Explained

00:45 Hitting the Halfway Mark (almost)

01:05 Thank You to Guests and the Production Team

01:25 What to Expect in the Second Half of the Series

01:45 Announcing the Five-Day Hiatus

Relevant Links and Resources

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Learn more about B2B Better: https://www.b2b-better.com
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

What's Next

We are back on Monday with the second half of the 100-episode run — do not miss it. Subscribe now so you do not lose your place in one of B2B's most ambitious owned media experiments.

Most B2B brands are pouring budget into events, SEO, and paid ads whilst their single most powerful marketing asset sits completely untapped: the founder's voice.

In this episode of Pipe Dream, Jason sits down with Sonia Baschez, founder of Yapping as a Service (YaaS), a consultancy that helps early-stage B2B founders build thought leadership programmes that generate real pipeline. Sonia has worked with founders across industries including legal tech, manufacturing software, and online safety to help them translate deep domain expertise into content that builds trust, attracts press coverage, and shortens sales cycles. The conversation covers why founder-led communications have become a commercial necessity in the age of AI, how Sonia structures her engagements to extract authentic insight in as little as 20 minutes per fortnight, and how to measure whether any of it is actually working.

Key Takeaways

◼️ How to position your founder as the most cost-effective marketing channel in your stack, requiring as little as 15 to 20 minutes per fortnight

◼️ Why domain-expert founders (lawyers building legal AI, manufacturers building manufacturing software) have a structural trust advantage they should be exploiting publicly

◼️ How to structure a biweekly thought leadership programme that pairs industry commentary with product updates for both acquisition and retention

◼️ Why authentic, even imperfect content consistently outperforms polished AI-generated posts, particularly with Gen Z audiences

◼️ How to use social media as a low-cost messaging testing ground before committing to longer-form content formats

◼️ Why posting from a founder account will almost always outperform the same content posted from a company account, and what to do about it

Chapter Markers

00:00 Intro

02:10 What "Yapping as a Service" actually means

05:00 Why domain-expert founders have a built-in trust advantage

06:30 Why thought leadership beats every other B2B marketing channel

09:00 Translating jargon into content regular people actually care about

11:30 Why being "cringe" and authentic works better than polished AI content

14:00 Inside a typical YaaS client engagement

17:00 How thought leadership opens doors to podcasts, press, and media

18:00 Measuring ROI: what success actually looks like

21:00 Founder accounts vs company accounts: which one to prioritise

23:00 Getting employees involved organically

26:00 Cross-departmental content: sales meets design

27:00 Where to find Sonia and The Meme Team podcast

Relevant Links

Sonia Baschez on LinkedIn, Twitter/X, and Instagram: @SoniaBaschez (handle: B-A-S-C-H-E-Z across platforms)

Sonia's podcast on viral marketing and pop culture: The Meme Team (link in comments)

Bens Growth: search "Bens Growth" across social platforms

Yapping as a Service: reach Sonia via her social profiles above

What's Next

If this episode got you thinking about how your founder's voice could be doing more commercial work, take 15 minutes this week and map out two or three industry topics only your team is genuinely qualified to speak on. That is your content strategy.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

Learn more about B2B Better: https://www.b2b-better.com

What if the fastest route to your next client is already sitting in your podcast guest queue? In this episode, Jason Bradwell reveals why most B2B brands are leaving serious pipeline on the table by mishandling one of the most powerful relationship-building tactics in owned media.

In this solo episode of Pipe Dream, Jason breaks down the concept of "Trojan Horsing", the practice of inviting prospective customers onto your podcast as a means of building commercial relationships. With 95% of B2B brands considering this approach, Jason sets the record straight on where the strategy works, where it fails, and how to execute it with integrity.

The episode opens with a direct challenge to the ethics of bringing guests in under the pretence of content creation only to pivot into a sales pitch. Jason argues that this approach is not only ineffective, it actively destroys trust and sabotages any chance of a future commercial relationship.

Instead, he outlines a value-first framework that respects the guest's time and expertise, delivers on the promise of co-creating genuinely useful content, and builds a relationship roadmap that makes the eventual sales conversation feel natural rather than forced.

Jason also shares a series of practical follow-up touchpoints that B2B marketers can use to maintain momentum after an episode goes live, from sharing download metrics to extending invitations to exclusive events, all designed to nurture the relationship across a 3 to 12-month window before any sales message is introduced.

Key Takeaways

◼️ How to use your podcast as a legitimate relationship-building tool with prospective clients without compromising on ethics or content quality

◼️ Why pitch-slapping guests the moment they sit down will destroy any chance of a commercial outcome, and what to do instead

◼️ How to deliver on the promise of co-creating valuable content that genuinely benefits both your audience and your guest

◼️ Why the follow-up is where most B2B brands leave pipeline on the table and the simple changes that fix it

◼️ How to build a 3-to-12-month milestone roadmap that nurtures guest relationships towards a natural sales conversation

◼️ Why leading with value over time makes your eventual sales ask feel genuine rather than transactional

Chapter Markers

00:00 Intro

00:01 What Is Trojan Horsing and Why 95% of Brands Use It

00:02 The Ethics Question: Is It Okay to Pitch Your Podcast Guests?

00:03 The Value-First Framework for Interviewing Prospective Clients

00:04 How to Introduce Your Business Without Crossing Into Pitch Territory 00:05 Building Milestone Moments: Your Post-Episode Follow-Up Roadmap

00:06 When and How to Drop the Sales Message

00:07 Recap and Key Principles of Ethical Trojan Horsing

Relevant Links and Resources

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Email Jason directly: jason@b2bbetter.com
• B2B Better website: https://www.b2b-better.com

What's Next

If you are using your podcast to build relationships with prospective clients and want to make sure you are doing it in a way that actually drives pipeline, connect with Jason on LinkedIn or drop him a message at jason@b2bbetter.com -- he would love to hear from you.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detai...
• Learn more about B2B Better: https://www.b2b-better.com

Short-form video isn't just changing how audiences consume content; it's quietly deciding which B2B podcasts grow and which ones flatline. If you're still treating your podcast as an audio-only asset, you're working ten times harder for a fraction of the results.

In this solo episode, Jason Bradwell tackles a listener question at the heart of modern B2B content strategy: do B2B podcasts need to be built with short-form platforms like YouTube Shorts, TikTok, and Instagram Reels in mind? The short answer is yes. But the how matters enormously.

Jason unpacks how the definition of "podcast" has shifted. Where it once meant long-form, audio-only, top-of-funnel content, today's podcast is better understood as editorialised, serialised, rich-media thought leadership: video-first, repurposed across formats, and no longer expected to be consumed in its entirety.

For B2B brands, TikTok and YouTube Shorts offer organic discovery that Apple and Spotify simply cannot match. Jason draws a compelling parallel: these platforms are the Facebook of 10 to 15 years ago, where brands with no following could still generate tens of thousands of views from a single clip.

But the real insight centres on clip creation. Relying on AI to cherry-pick moments from an unstructured conversation is not a strategy. Short-form content must be planned in the scripting phase; producers need to identify soundbites in advance, engineer questions to elicit them, and if necessary, pause the interview to have guests deliver a tighter, more usable take.

The brands winning at owned media in B2B are not leaving great content to chance. They are engineering it from the start.

Key Takeaways

◼️ How to identify the short-form clips you need before you ever hit record

◼️ Why TikTok and YouTube Shorts offer the organic discovery that Apple and Spotify simply cannot match

◼️ How to script interview questions that are engineered to produce compelling, usable soundbites

◼️ Why relying on AI to generate clips from unstructured recordings is a fundamentally flawed approach

◼️ How to brief guests and hosts to deliver the concise, punchy answers short-form platforms demand

◼️ Why the shifting definition of "podcast" should change everything about how you plan your B2B show

Chapter Markers

00:00 Intro

01:00 The Listener Question on Short-Form Media and B2B Podcasts

02:00 How the Definition of "Podcast" Has Fundamentally Changed

03:00 Why TikTok and YouTube Shorts Outperform Spotify for Discovery

04:30 The Organic Reach Advantage Most B2B Brands Are Missing

05:00 Why AI Clip Selection Alone Is Not a Strategy

05:30 How to Script Short-Form Clips Before You Record

06:30 Briefing Guests and Re-Recording for Cleaner Soundbites

07:00 Summary and Listener Call to Action

Relevant Links and Resources

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Email Jason directly: jason@b2b-better.com
• B2B Better website: https://www.b2b-better.com

What's Next

If this episode sparked ideas about how to build a B2B podcast that actually drives pipeline, take the next step and book a strategy call with Jason. Don't let another quarter pass producing content that doesn't move the needle.

Useful Links

• Connect with Jason Bradwell on LinkedIn:https://www.linkedin.com/in/jasonbradwell/ Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detai... Learn more about B2B Better: https://www.b2b-better.com

We help B2B brands launch shows that turn their point of view into pipeline. If you're launching a podcast (or have one already) and are not sure how it can hit your bottom line, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link

What if a hundred highly targeted listeners outperforms a million passive ones? In this episode, Jason makes the case that the most specialised B2B brands are not too niche for podcasting — they are the ones who need it most.

In episode 43 of Pipe Dream, Jason Bradwell goes solo to tackle a question submitted directly by the audience: is podcasting the right channel for every B2B brand, including those selling highly specialised products like ball bearings? It is a question that gets to the heart of owned media strategy, and the answer will likely challenge a few assumptions.

Drawing on real examples from B2B Better's own portfolio — including Data and Biotech, a show focused on the intersection of data science and biotechnology — Jason reframes how B2B marketers should think about podcast audiences. Rather than measuring success by raw download numbers, he argues that the right metric is resonance: reaching the precise buyers who are most likely to make a purchasing decision.

Jason introduces a familiar business framework, TAM, SAM and SOM (Total Addressable Market, Serviceable Addressable Market and Serviceable Obtainable Market), and applies it directly to podcast strategy. If your target market is finite and highly defined, that is not a weakness. It is a competitive advantage. You can deploy your budget and resources with far greater precision than a podcast chasing mass appeal ever could.

The episode closes with a clear verdict: niche B2B companies — the ones selling specialist products and services to tightly defined markets — are actually the brands that stand to gain the most from a well-executed podcast strategy.

Key Takeaways

◼️ Why niche B2B brands are actually the best candidates for podcasting — a focused subject matter means every listener is a potential buyer. 

◼️ How to apply TAM, SAM and SOM thinking to your podcast launch — understand your ceiling before you set your goals. 

◼️ Why optimising for resonance beats chasing download numbers — a hundred of the right listeners is worth more than a million passive ones. 

◼️ How to align your podcast strategy with real commercial outcomes — shortening sales cycles, improving reply rates and influencing pipeline. 

◼️ Why a highly targeted audience is a competitive advantage, not a limitation — precision in B2B owned media compounds over time.

Chapter Markers

00:00 Intro 

00:30 The audience Question: Is Podcasting Right for Every B2B Brand? 

01:20 Why Niche Shows Outperform Broad Ones 

02:00 Applying TAM, SAM and SOM to Your Podcast Strategy 

03:00 Why a Small, Targeted Audience Beats Mass Downloads 

03:45 Optimising for Resonance, Not Reach 

04:20 Final Verdict and How to Submit Your Question

Useful Links

Relevant Links and Resources

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Submit your question to Jason directly: jason@b2b-better.com

Data and Biotech Podcast (referenced in episode): search "Data and Biotech" on your preferred podcast platform

What's Next

Got a question about building an audience-led marketing strategy? Send it to Jason on LinkedIn or email jason@b2b-better.com and it could feature on a future episode of Pipe Dream.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detai...

Learn more about B2B Better: https://www.b2b-better.com

Most B2B marketing budgets are chasing 5% of buyers whilst the other 95% quietly form opinions about who they'll call when they're ready to buy.

This is a reaction episode unpacking a critical shift happening right now in B2B marketing: the rising cost of rented attention and why owned media is no longer a "nice to have" but a structural necessity. With the cost of paid search rising sharply and algorithm updates continuing to reshape organic visibility, the businesses that will win are those building audiences they actually own.

The episode draws on a landmark study from the LinkedIn B2B Institute showing that at any given moment, 95% of your target customers are out of market. They are not looking for your solution today, but they could be tomorrow. Yet the vast majority of marketing and sales spend, from you and your competitors alike, is directed at the 5% actively in-market. Owned media, whether that is a podcast, newsletter, or community, is the only scalable strategy to remain present and build trust with the 95% between now and when they are ready to buy.

The episode stems from an Ahrefs study showing the cost of paid search has risen 58%, prompting the central question: if Google disappeared tomorrow, would you still have an audience?

Timestamps

00:00 Intro

01:15 Owned vs rented media: the structural difference

03:40 Why podcast subscribers are different from search traffic

05:10 The LinkedIn B2B Institute 95% study explained

07:30 Where marketing and sales budgets are actually going

09:45 The Ahrefs data: paid search costs up 58%

11:20 The honest question every B2B marketer needs to answer

Key Takeaways

◼️ Why renting attention from platforms is structurally riskier than building an owned audience that persists through algorithm changes

◼️ How the 95/5 rule should reshape where you direct your marketing budget and content strategy

◼️ Why a podcast subscriber represents a fundamentally different relationship to a search visitor: they are seeking a perspective, not just an answer

◼️ How owned media compounds over time as an asset, whilst paid channels reset the moment spend stops

◼️ Why the rising cost of paid search makes the case for owned audience building more urgent than ever

Relevant Links and Resources

LinkedIn B2B Institute 95% study: https://www.linkedin.com/business/marketing/b2b-institute

Ahrefs paid search cost data: https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

What's Next

If this episode sparked a question about whether your current marketing mix is building something durable or just renting visibility, let us know in the comments and we will keep making more reaction episodes like this one.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Learn more about B2B Better: https://www.b2b-better.com

Most B2B companies already have a brand. They just have not invested in it. And every day they delay, they are handing their competitors a head start in the sales conversation.

In this episode, Jason sits down with Ben Jackson, Founder and CEO of Momentum Studio, for an unplanned but unmissable conversation recorded straight after a peer agency cohort session on the South Coast of England. Ben is one of the sharpest minds in B2B branding, and this episode is packed with clarity on a topic that most marketing and revenue teams struggle to connect to real commercial outcomes.

Ben breaks down why brand is not a logo, not a one-off capital expense, and certainly not a vanity exercise. It is your reputation, and it is either accelerating or actively braking your sales process. He explains how the best B2B brands reduce sales friction, establish credibility before the first call, and make conversion feel inevitable rather than effortful.

If your sales team is still having to explain what you do, why you are different, and why you are worth the price, your brand has not done its job yet. This episode gives you the framework to change that.

Key Takeaways

◼️ Why brand is reputation, not design. How to shift from thinking about logos to thinking about every touchpoint a customer has with your business.

◼️ How to stop competing on price. Why companies that neglect brand end up in a race to the bottom and how a strong brand breaks that cycle.

◼️ Why brand is an accelerator for your sales team. How investing in brand means sales conversations shift from "what do you do?" to "which package is right for you?"

◼️ How to avoid the vanity mindset. Why building a brand around what looks good to you, rather than what matters to your customer, is one of the most common and costly mistakes in B2B.

◼️ Why brand is never done. How to treat brand as a living, iterating asset rather than a one-off capital expense.

◼️ How to take the first practical step today. Why the best starting point is customer research, not a new logo, and how to find the highest-impact move for your current stage.

Chapter Markers

00:00 Intro

01:45 What B2B brand actually means (and why it is not your logo)

03:30 How to build a brand centred on your customer, not your ego

05:00 Brand vs. demand: why the best companies invest in both

07:00 The vanity mindset trap and the race to the bottom

11:00 How brand lubricates the sales process and shortens cycles

15:00 Where to start if you have never invested in brand before

Relevant Links and Resources

Ben Jackson

• Website: https://www.momentumstudio.co.uk
• LinkedIn: https://www.linkedin.com/in/benjaminjackson/

Resources Mentioned

• HockeyStack: https://www.hockeystack.com
• Growth Leaders (peer agency cohort, South Coast of England): (add link if available)

What's Next

If this episode got you thinking about your own B2B brand, do not wait for a better moment. Start the conversation today by reaching out to a branding expert and asking one simple question: "What is the most impactful next step for my business right now?"

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-%7C-A-B2B-Marketing-Podcast

Learn more about B2B Better: https://www.b2b-better.com

Most podcast hosts are making a costly mistake before a single word is recorded, and it's costing them great guests, great stories, and great content.

In this solo episode, Jason Bradwell reveals why the pre-interview briefing call is the single most underrated tool in B2B podcast production. Drawing on hundreds of guest briefings at B2B Better, Jason walks through exactly how to structure the call, what to cover, and why skipping it is a guaranteed path to a flat, forgettable episode.

Whether you're running a B2B podcast to generate pipeline, build brand authority, or support your owned media strategy, the briefing call is the foundation that makes everything else work. From establishing genuine chemistry between host and guest, to uncovering the story behind the story, to protecting yourself from wasting time on the wrong interviewee, this episode is a masterclass in podcast operations done right.

Jason also covers how to put nervous guests at ease by clearly setting expectations around question reviews, editorial sign-off, and recording flexibility, which is critical when working with senior B2B decision-makers who may never have been on a podcast before.

Key Takeaways

◼️ How to structure a briefing call that covers chemistry, content, and logistics in one focused conversation before any recording begins.

◼️ Why cold guest bookings fail and how skipping the pre-interview step forces you to build the plane while it's already in the air.

◼️ How to uncover the real story behind a guest's LinkedIn profile and find the differentiated angle that makes your episode stand out.

◼️ Why giving guests editorial control over questions and sign-off is the key to landing high-quality B2B guests who feel confident promoting the episode.

◼️ How to use the briefing call as a filter to identify guests who are not the right fit before you've committed to a full recording session.

◼️ Why the briefing call is central to a B2B owned media strategy that produces content sales teams can actually use to move prospects through the pipeline.

Chapter Markers

00:00 Intro

01:00 Why Cold Guest Bookings Produce Flat Podcasts

02:00 The Three Goals Every Briefing Call Must Hit

03:00 How to Structure Your Briefing Call Step by Step

05:00 Reassuring Guests and Reducing Their Risk

06:00 Why Briefing Calls Turn Strangers Into Collaborators

07:00 How to Find the Story Behind the Story

07:45 Using the Briefing Call as a Quality Filter

Relevant Links and Resources

• Riverside (recording platform referenced in episode): https://www.riverside.fm

What's Next

If this episode made you rethink how you're booking and briefing podcast guests, share it with someone running a B2B show who needs to hear it. More solo episodes on practical podcast operations are coming soon, including how to exit a guest gracefully when things do not work out.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast
• Learn more about B2B Better: https://www.b2b-better.com

Most B2B podcasts are quietly failing their businesses, and the owners don't even know it. If your show is only driving downloads and impressions, you're leaving pipeline, revenue, and serious commercial momentum on the table.

In this solo episode of Pipe Dream, Jason Bradwell breaks down four powerful podcast segment types that the vast majority of B2B companies are completely ignoring. Whether your show runs fortnightly or monthly, these segments are designed to stretch your content further, fill your feed more consistently, and move prospects through every stage of the buyer journey, from totally unaware all the way through to product aware. Jason explains how to think like a media company, why the standard guest interview format is holding your show back, and how a few simple structural additions can transform your podcast into a genuine revenue engine.

Key Takeaways

◼️ How to use a Recap Segment to share your point of view without overshadowing your guest

◼️ Why the Hidden Segment helps you publish more frequently without recording extra episodes

◼️ How to use a Trending News Segment to tag companies and individuals and dramatically increase content visibility

◼️ Why a Company Updates segment is one of the most underrated tools for bottom-of-funnel nurture

◼️ How to map your podcast content across all four stages of buyer awareness

◼️ Why thinking like a media company is no longer optional for B2B brands serious about owned media

Chapter Markers

00:00 Intro

01:00 Why Most B2B Podcasts Get Stuck at Top-of-Funnel

02:00 Using Segments to Drive Mid and Bottom-of-Funnel Results

02:45 Segment 1: The Recap Segment

04:00 Segment 2: The Hidden Segment

06:00 Segment 3: The Trending News Segment

07:45 Segment 4: Company Updates

What's Next

If any of these segments sparked an idea for your show, don't let it sit, book a call with Jason and turn that idea into a content system that actually drives pipeline.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-%7C-A-B2B-Marketing-Podcast
• Learn more about B2B Better: https://www.b2b-better.com

56,000 YouTube views, 4,500 podcast downloads, and 2,500 subscribers built from scratch — all in 34 working days. Here is exactly how Pipe Dream got there and what still needs fixing.

Around day 40 of the Pipe Dream 100-episode daily publishing challenge, Jason Bradwell pulls back the curtain on the real performance data — the wins, the gaps, and the specific changes the team is making to close them. This is an honest, unfiltered look at what it takes to run a high-frequency owned media programme as a B2B agency while simultaneously delivering that same service for clients.

Jason breaks down the full content distribution stack: daily publishing on YouTube, Apple Podcasts, Spotify, personal LinkedIn, and brand LinkedIn, supported by a modest five-pound-per-episode advertising budget on YouTube. He shares why that paid push was necessary to escape a cold start on a brand new channel and what the experiment of pulling it back will reveal about organic content resonance.

On LinkedIn, an important early finding is emerging: long-form video cuts of seven to eight minutes are generating 20 to 30% more engagement than 60-second short clips. That insight is shifting the team's distribution strategy significantly, with native LinkedIn publishing of longer episodes now taking priority over driving audiences off-platform.

Jason also addresses where the programme needs work: tighter episode structure using a four-act case study format, more consistent personal LinkedIn promotion across all 12,000 followers, and better packaging through stronger thumbnail design and more compelling opening hooks.

Key Takeaways

◼️ How to build a YouTube audience from zero using modest per-episode ad spend to break through cold-start friction

◼️ Why publishing long-form native video on LinkedIn outperforms short clips by 20 to 30% in B2B engagement

◼️ How to use a four-act case study structure to keep every guest episode tight, tactical and under 20 minutes

◼️ Why consistent personal LinkedIn distribution matters more than production volume if you want owned media to drive pipeline

◼️ How to use a daily publishing programme as a test bed for packaging, promotion and format experiments you can apply to client work

◼️ Why thumbnail quality and the first 60 seconds of every episode are the highest-leverage production investments on YouTube

Chapter Markers

00:00 Intro

00:30 Why Pipe Dream exists and what it replaced

01:45 The goals (and non-goals) behind 100 daily episodes

02:30 The numbers: downloads, views, subscribers and followers

04:00 How the content is being promoted and distributed

05:10 Why the YouTube ad spend makes sense at this stage

06:00 LinkedIn strategy: why long-form is winning over shorts

07:30 Episode structure and the four-act guest format

08:45 New content formats: industry reaction and news commentary

09:15 Thumbnail and hook quality: practising what we preach

11:00 The bottom line after 35 episodes

Relevant Links and Resources

Pipe Dream

• Listen on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-%7C-A-B2B-Marketing-Podcast
• Watch on YouTube: https://www.youtube.com/@b2bbetter

What's Next

If this episode gave you a clearer picture of what a high-frequency owned media programme actually looks like in practice, subscribe and leave a review wherever you are listening — it genuinely helps the show reach more B2B marketers who need to hear this.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-%7C-A-B2B-Marketing-Podcast
• Learn more about B2B Better: https://www.b2b-better.com

Most B2B marketers are leaving serious pipeline on the table at trade shows. In this episode, Jason reveals the three-stage podcast playbook that transforms your event strategy from an expensive gamble into a measurable revenue driver.

Trade show season is a fixture in almost every B2B marketing calendar, yet most brands treat their podcast and their event strategy as completely separate initiatives. In this solo episode, Jason Bradwell breaks down the tactical framework B2B Better uses to help clients integrate podcast content across every phase of a trade show: pre-event, during the event, and post-event.

Jason opens by addressing a frustration felt by B2B marketers everywhere: watching leadership commit hundreds of thousands of pounds to trade show presence while content budgets remain paper-thin. The good news is that with the right approach, a podcast can justify that investment and amplify it significantly.

The pre-event phase focuses on a simple but powerful shift in cold outreach. Rather than asking prospects to visit your booth, inviting them to be featured on your podcast from the show floor lifts response rates from the industry-standard 2% up to 15-20%. During the event, Jason explains how to set up a mini broadcast studio within your booth, drawing on a real example from a client activation in Amsterdam. A well-executed editorial plan at a single trade show can generate 3 to 12 months of high-quality content. The post-event phase covers how to package that content into sales follow-up sequences that keep accounts warm long after the event ends.

Key Takeaways

◼️ How to shift your cold outreach from a sales pitch to a value-first podcast invite that lifts response rates from 2% to 15-20%

◼️ Why treating your podcast and trade show strategy as separate silos is costing you pipeline

◼️ How to carve out a dedicated recording space at your booth and turn it into a micro-event within the wider trade show

◼️ Why a single trade show can generate up to 12 months of relevant B2B content when you plan your editorial calendar in advance

◼️ How to use post-event content packages to give your sales team warm, relevant touchpoints for prospect follow-up

◼️ Why owned media gives B2B brands a structural advantage over competitors relying purely on paid event presence

Chapter Markers

00:00 Intro

00:01 The Trade Show Budget Problem Every B2B Marketer Knows

00:02 Pre-Event: Using Podcast Invites to Book More Meetings

00:04 Why Shifting the Ask Changes Your Response Rate Completely

00:05 During the Event: Building a Live Content Engine on the Show Floor

00:07 Post-Event: Turning Content Into Sales Follow-Up Sequences

00:08 Key Takeaways and How to Get in Touch

Relevant Links and Resources

• RODE Wireless GO II (compact field mic referenced in episode): https://rode.com/en/microphones/wireless/wirelessgoii

What's Next

If you are heading into trade show season, now is the time to build your podcast editorial plan around it. Reach out to Jason on LinkedIn or drop him an email via the link in the show notes to talk through how B2B Better can help you turn your next event into a content and pipeline engine.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/ 

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

Learn more about B2B Better: https://www.b2b-better.com

Most B2B podcasts look polished, sound great, and go absolutely nowhere. The uncomfortable truth? It's not a production problem. It's a strategy problem.

In this solo episode of Pipe Dream, Jason Bradwell breaks down one of the most misunderstood distinctions in B2B content marketing: the difference between a podcast production agency and a podcast marketing agency. Drawing on his experience leading marketing teams with multi-million-dollar budgets at enterprise B2B organisations, Jason explains why production quality alone will never move the needle on pipeline.

A podcast production agency delivers great audio and visuals, then hands the content back to the client. A podcast marketing agency works across the entire process, from editorial and promotional strategy through to distribution, sales enablement, and ongoing optimisation. The difference is between content that looks good on a slide deck and content that actually closes deals.

Jason shares three questions that any podcast marketing agency worth working with will ask from day one, covering how success is defined within the wider go-to-market strategy, how the buyer journey informs content decisions, and why a distinct point of view is the foundation of any show that stands out in a sea of commodity B2B content.

Key Takeaways

◼️ How to identify whether you are speaking to a podcast production agency or a podcast marketing agency before you sign a contract

◼️ Why defining success at the outset, whether that is pipeline, brand awareness, or sales enablement, shapes every creative and strategic decision that follows

◼️ How to use the buyer journey to develop podcast content that moves prospects from unaware to converted, rather than creating content in a vacuum

◼️ Why a strong point of view is the single biggest differentiator for B2B thought leadership content, and how a marketing agency helps you develop one

◼️ How to prevent your podcast from becoming a siloed marketing vanity project by aligning sales and marketing from the very beginning

◼️ Why production quality matters but will never compensate for a weak narrative or an unclear commercial objective

Chapter Markers

00:00 Intro

00:30 Why Jason Uses the Word "Marketing" Deliberately

02:00 What Separates a Production Agency from a Marketing Agency

03:00 The Full-Service Approach Explained

04:00 Question 1: What Does Success Look Like?

05:30 Question 2: What Does the Buyer Journey Look Like?

07:00 Question 3: What Makes You Different from Your Competitors?

08:00 Wrap-Up and How to Get in Touch

What's Next

If this episode made you rethink how your podcast fits into your wider marketing strategy, the next step is a conversation. Reach out to Jason on LinkedIn or book a meeting directly using the link at the top of these notes.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast
• Learn more about B2B Better: https://www.b2b-better.com

Your download count is flattering you. And if you're pitching your podcast to a board on the back of it, you're building on sand.

In this solo episode, Jason Bradwell calls out the most common measurement mistake in B2B podcasting and reveals the one metric that actually tells you whether your show is working. If you're running a podcast to drive pipeline rather than ego, this episode is essential listening.

For most B2B businesses, downloads are a red herring. If your total addressable market is a few hundred or a few thousand companies, benchmarking your show against Joe Rogan or Diary of a CEO is not just meaningless -- it's actively misleading. The metric you should be tracking instead is Consumption Rate (on podcast platforms) or Watch Time (on YouTube). These tell you something far more important: how resonant your content actually is with the people who matter.

Jason breaks down exactly where to find these figures in Apple, Spotify, and YouTube analytics, and makes the case that 100 listeners consuming 80% of your episode is worth considerably more than 10,000 who drop off after 60 seconds. For anyone building a business case internally to launch or continue a B2B show, this is the argument you need.

Key Takeaways

◼️ Why downloads are a misleading success metric for the vast majority of B2B podcasts

◼️ How to use Consumption Rate to measure whether your show is actually resonating with buyers

◼️ Why 100 highly engaged listeners outperforms 10,000 passive ones in a B2B context

◼️ How to find Watch Time and Consumption Rate inside Apple, Spotify, and YouTube analytics

◼️ Why resonance over reach is the right frame when your total addressable market is finite

◼️ How to build a credible, data-backed business case for your podcast using a single metric

Chapter Markers

00:00 Intro

00:30 Why downloads are the default metric for podcasts

01:30 The problem with downloads as a B2B success metric

02:20 Introducing Consumption Rate and Watch Time

03:00 Resonance vs. reach: which actually matters for B2B?

03:30 Where to find Consumption Rate in Apple, Spotify, and YouTube

04:00 The one metric to bring to your board

What's Next

If this episode made you question how you're currently measuring your show, it's time to dig into your analytics and find your Consumption Rate today. Share this episode with any founder or marketer who's still leading with download numbers in their next board update.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detai...
• Learn more about B2B Better: https://www.b2b-better.com

Most B2B podcasts sound exactly the same. Becky Willis is doing something about it.

Becky Willis, Group Chief Commercial Officer of the Hewitt Matthews Group and co-host of the relaunched Agency Hackers podcast, joins Jason to pull back the curtain on a show built differently from the ground up. Forget evergreen guest interviews and generic marketing frameworks. Agency Hackers is a gossip column for agency land, produced in a full broadcast studio, with live phone-ins from the community and a co-hosting dynamic built on genuine chemistry and deliberate spontaneity.

In this episode, Becky shares the origin story of the relaunch alongside Agency Hackers founder Ian, explains why they chose high-end studio production over a DIY recording setup, and reveals the "freedom within a framework" philosophy that keeps the show lively and authentic. She also digs into how they source stories, why LinkedIn and private WhatsApp communities are their most fertile hunting grounds, and what nearly killed a previous attempt at producing the show before it ever saw the light of day.

Whether you are building an owned media strategy for a B2B brand or simply trying to create content that actually gets listened to, this conversation is packed with honest, practical insight.

Key Takeaways

◼️ How to stand out by building a show around your genuine personality and knowledge rather than copying the dominant interview format

◼️ Why "freedom within a framework" is the sweet spot between over-scripted episodes and unstructured waffle

◼️ How to involve your audience through community phone-ins that build loyalty beyond passive listenership

◼️ Why production environment matters more than most hosts realise, and how the right studio setup fuels on-camera energy

◼️ How to source timely content by treating LinkedIn and private community channels as your editorial newsroom

◼️ Why outsourcing end-to-end production is the difference between a show that gets published and one that never sees the light of day

Chapter Markers

00:00 Intro

01:45 What Agency Hackers Is and Who It's For

04:10 Why They Chose a Gossip Column Format Over Another Marketing Podcast

06:30 The Studio Decision and Why Production Environment Matters

08:00 How They Find and Source Stories Each Week

11:20 The Live Phone-In Segment and Why It Builds Listener Loyalty

14:00 Early Reception and Signals From Episode One

16:45 The Three Big Lessons From the Relaunch So Far

20:10 Where to Find Becky and the Agency Hackers Podcast

Relevant Links and Resources

• Listen to Agency Hackers Podcast on Apple Podcasts: https://podcasts.apple.com/us/podcast/the-agency-hackers-podcast/id1755540477
• Listen to Agency Hackers Podcast on Spotify: https://open.spotify.com/show/2Y2IHPCBJGmlGNNmQD4l8d
• Connect with Becky Willis on LinkedIn: https://www.linkedin.com/in/becky-willis-07999519/
• Learn more about Agency Hackers Community: agencyhackers.com
• Follow Ian Harris (Agency Hackers founder) on LinkedIn: https://www.linkedin.com/in/ianharrisuk/

What's Next

Go and subscribe to the Agency Hackers podcast on Spotify or your preferred platform, then come back here and tell us what format you think is missing from the B2B podcast landscape.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

Learn more about B2B Better: https://www.b2b-better.com

They hit the top 10 in their category. They landed Fortune 500 CEOs. They racked up downloads month after month. And they closed precisely zero deals.

In this solo episode, Jason Bradwell unpacks one of the most common and costly mistakes in B2B podcasting: building a show for your ego instead of your pipeline. If your guest list reads like a networking wish list, this episode is for you.

Most B2B podcasters start in the same place: chasing the biggest, most recognisable names in their industry. The logic feels sound. Credibility by association. Impressive LinkedIn posts. A logo wall of guests. But those guests are rarely in your ICP; their audiences are not your audience, and the conversations you have with them rarely address the specific, real-world problems your prospects are wrestling with right now.

Jason walks through the practical alternative: the editorial-led approach. Instead of starting with the guest, you start with the question. What keeps your prospects up at night? What objections come up on every sales call? What decisions are they struggling to make? Those questions become your episode topics, and the guests you find to answer them do not need to be famous. They need to be credible, relevant, and close enough to the work that your prospects genuinely recognise themselves.

He also outlines a five-step framework for building an editorial roadmap rooted in sales intelligence and explains the only metrics that actually matter when measuring a podcast's commercial impact.

Key Takeaways

◼️ How to audit your sales calls to build a content-driven editorial roadmap

◼️ Why booking recognisable guests optimises for vanity metrics rather than pipeline

◼️ How to structure an episode around a prospect's problem instead of a guest's agenda

◼️ Why the best podcast guests are often practitioners and customers rather than celebrities

◼️ How to give your sales team content they can actually use to move deals forward

◼️ Why download counts are the wrong success metric and what to track instead

Chapter Markers

00:00 Intro

00:45 The top 10 podcast that closed zero deals

01:30 Why chasing big-name guests hurts your pipeline

02:45 Start with the question, not the guest

03:30 Ego approach vs. editorial approach: a direct comparison

05:00 When big-name guests do make sense

05:30 Five steps to build an editorial-led podcast strategy

06:45 The only metrics worth measuring

What's Next

If this episode made you rethink your guest strategy, the next step is simple: pull up your last five sales calls and write down the questions that came up most. That is your editorial roadmap. Share this episode with anyone on your team who is involved in your podcast or content strategy.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast
• Learn more about B2B Better: https://www.b2b-better.com

Most B2B marketing teams are building on sand, and the funnel is the reason why. In this episode, we pull apart one of marketing's most sacred frameworks and ask whether it's quietly costing you your best work.

Jason is joined by Yiannaki Loizou, Communications Marketing Director at Miratech, for a masterclass in brand-led B2B marketing strategy. Yiannaki brings decades of experience scaling international tech businesses and leading significant rebrands, and he makes a compelling case for why brand is not a luxury in B2B; it is the foundation everything else is built upon.

Together, Jason and Yiannaki explore why the marketing funnel was originally a reporting tool for group behaviour, not a prescription for how individual buyers make decisions. They discuss how the pursuit of measurable, repeatable results has slowly eroded the creativity, experimentation, and distinctiveness that make marketing truly effective. From gaming attribution models to underfunding brand, the conversation covers the real costs of funnel worship in the modern B2B environment.

The episode also tackles the emotional reality of B2B buying, the concept of H2H (human to human) marketing, and what it actually looks like to advocate for brand investment inside organisations that are laser-focused on pipeline.

Key Takeaways

◼️ Why the funnel misleads leadership -- it was designed to report on group behaviour, not predict how individual buyers make decisions, and over-relying on it encourages oversimplification

◼️ How to make the business case for brand -- ask executives what truly drives their own purchasing decisions, and watch the conversation shift from slide decks to honest human reality

◼️ Why B2B buying is never purely rational -- committing millions in tech spend over multiple years is an emotional decision, and brands that build trust and credibility long before the buying window opens will win

◼️ How to position marketing as more than a lead-gen machine -- own the narrative internally, educate stakeholders on what marketing can add beyond pipeline attribution, and resist becoming a pure execution department

◼️ Why starting with brand always pays off -- running demand campaigns without a solid brand foundation means fighting with a permanent handicap; the earlier you invest in brand clarity, the better every campaign performs

◼️ How to drive change without a full reset -- find allies outside of marketing who believe in the brand vision, start with a pilot, and build confidence through small, well-evidenced wins before asking for a wholesale shift in strategy

Relevant Links and Resources

• Connect with Yiannaki Loizou on LinkedIn: https://www.linkedin.com/in/yiannaki-loizou
• Trainual: https://www.trainual.com
• Volvo "Epic Split" campaign featuring Jean-Claude Van Damme: search "Volvo Trucks Epic Split" on YouTube

What's Next

If this episode resonated with you, share it with a B2B marketing leader in your network who is fighting to make the case for brand investment. And if you are ready to turn your own podcast into a genuine pipeline asset, the link below is a great place to start.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast
• Learn more about B2B Better: https://www.b2b-better.com

One article claimed the corporate podcast bubble is about to burst. Jason isn't letting that go without a fight.

A piece published on Inc.com arguing that corporate podcasting is inefficient, hard to justify, and on borrowed time landed in Jason's feed, and rather than scroll past it, he decided to take it apart, argument by argument. In this solo episode, Jason gives credit where it's due, challenges where the thinking falls short, and makes the case for why B2B podcasting represents a bigger commercial opportunity than ever.

The article in question, written by digital communications leader Paul Rei, raises four core arguments: audio is slower than text (the so-called "60% efficiency gap"), comprehension suffers in audio format, listeners lose the ability to search and skim, and ROI is nearly impossible to measure. Jason takes each one seriously and then explains precisely why the framing misses the point entirely.

The real issue, as Jason sees it, is that the article evaluates podcasting as a content format competing directly with text. But that is not the right question. The person listening to your podcast is on a commute or at the gym, they are not about to open a white paper. A piece of content consumed at 150 words per minute beats one that never gets read at all.

Jason also pushes back on the comprehension argument, noting the study cited compares students processing dense academic material in audio against text, a category error when applied to well-produced B2B thought leadership content. And on the loss of agency point, he highlights that tools like Descript have effectively solved the transcript problem already.

Key Takeaways

◼️ Why the "efficiency gap" argument misunderstands how people actually consume podcasts, and why a 150 wpm listen beats a white paper that never gets opened

◼️ How to evaluate B2B podcasting as a full-funnel platform rather than a content format competing with text

◼️ Why the comprehension study cited against audio is a category error when applied to conversational, editorial thought leadership content

◼️ How to use transcripts and companion content to solve the "loss of agency" problem with tools like Descript

◼️ How B2B organisations have attributed over £250,000 in closed-won revenue to a single podcast, tracked directly in HubSpot

◼️ Why the corporate podcast bubble will only burst for brands with no strategy and what separates them from those generating real commercial returns

Chapter Markers

00:00 Intro

01:05 The "60% Efficiency Gap" and What It Actually Means

02:00 The Comprehension Study: Why the Research Doesn't Apply

02:45 Loss of Agency: Has the Argument Kept Pace With the Industry?

03:20 The Vanity Project Problem

04:30 Why the Article Is Asking the Wrong Question

05:20 How B2B Brands Are Attributing Real Pipeline to Podcasting

06:15 Is the Corporate Podcast Bubble About to Burst?

Relevant Links and Resources

• Original article by Paul Rei on Inc.com: "The Corporate Podcast Bubble Is About to Burst"
• Descript (transcript and editing tool mentioned): https://www.descript.com
• Lenny's Podcast: https://www.lennysnewsletter.com/podcast
• 20VC Podcast: https://www.thetwentyminutevc.com
• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

What's Next

Got a take on whether the corporate podcast bubble is real? Jason wants to hear it. Drop him a message on LinkedIn or leave a comment below.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

Learn more about B2B Better: https://www.b2b-better.com

A client with a legal ban on case studies spent 45 minutes on a podcast telling the exact story you needed, and then shared it on their LinkedIn. The packaging was the only thing that changed.

In this solo episode, Jason Bradwell breaks down one of the most practical and underused strategies in B2B owned media: using your podcast to unlock social proof from clients who will never, under any circumstances, agree to a case study. If your sales team is fumbling through anonymous wins while your competitors flaunt a case study library, this episode is the playbook you have been missing.

Jason draws on real examples, including a multi-year engagement with the NFL, to explain the psychology behind why podcast invitations succeed where case study requests fail. It comes down to three forces: personal brand versus corporate policy, a collaborative ask versus an extractive one, and the ripple effect that makes every future request easier once the first "yes" has been secured. He then walks through a precise five-step framework any revenue team can implement immediately, from identifying your no-case-study clients to using the resulting episode as a trust wedge throughout the sales cycle.

This is a short episode, but the insight is one that changes how you think about your podcast's role in the revenue process entirely.

Key Takeaways

◼️ How to reframe a case study request as a podcast invitation to bypass legal, procurement, and policy objections entirely 

◼️ Why personal brand motivation is one of the most powerful unlocks in B2B social proof strategy 

◼️ How to write interview questions that surface the client story you need without ever asking directly 

◼️ Why the first podcast "yes" makes every subsequent ask, including quotes, proposals, and sales clips, significantly easier 

◼️ How to identify which clients in your CRM are the highest-priority targets for this approach 

◼️ Why owned media is not just a content play but a trust infrastructure for your entire revenue team

Chapter Markers

00:00 Intro

00:45 The client who banned case studies then spent 45 minutes on the podcast

02:00 Why your sales team is stuck without proof

02:45 Why it's a packaging problem, not an information problem

03:00 Personal brand beats corporate policy

03:30 How flipping the ask changes everything

04:00 Letting the story come out naturally through smart questions

04:20 The ripple effect: how the NFL said yes

05:00 The five-step framework to unlock no-case-study clients

06:30 Closing thoughts and who to share this with

Relevant Links and Resources

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/ 

B2B Better: https://www.b2b-better.com 

Book a strategy call with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link

What's Next

If someone on your revenue team has been hitting the "we don't do case studies" wall, forward them this episode. It might be the most useful 7 minutes they spend this week.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/ 

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

Learn more about B2B Better: https://www.b2b-better.com

Most B2B marketers are drowning in content and starving for pipeline. Joel Harrison has spent 23 years building media empires in B2B – and he's finally putting his cards on the table.

In this episode of Pipe Dream, Jason Bradwell sits down with Joel Harrison, founder of the B2B Marketing publication and host of the Trust and Influence in B2B podcast. Joel brings a rare perspective to owned media: he has built a media company from scratch, exited the operational role he created, and then rebuilt his personal brand through podcasting and thought leadership content. The result is a frank, practical conversation about what it actually takes for B2B organisations to communicate with authority in an AI-saturated world.

Joel shares why he launched his podcast after abandoning plans for a book, how he has evolved from audio-only to a full content flywheel spanning YouTube, LinkedIn newsletter, and LinkedIn Live, and why trust – not technology – is the defining challenge for B2B marketers right now. He also makes a compelling case for humanisation as the antidote to AI-generated commodity content, arguing that brands which put real people and genuine points of view at the centre of their marketing will win long-term. The conversation turns candid when Joel addresses why marketing still struggles to earn a seat at the board table, and what it will take to change that dynamic.

Key Takeaways

◼️ How to build a content flywheel from a single podcast – why launching with audio alone limits your reach and how adding video, newsletter, and live formats accelerates audience growth.

◼️ Why trust is the defining issue in B2B marketing right now – and how AI-generated content is making the problem worse, not better.

◼️ How to use AI as an enabler of thought leadership, not a replacement for it – the distinction between repurposing genuine perspectives and using AI as a crutch for a missing point of view.

◼️ Why B2B marketing still struggles to earn board-level credibility – and what marketers must do to speak the commercial language that CEOs and CFOs actually respond to.

◼️ How to hook your audience in the first 30 seconds – the simple structural shift Joel made after a year of podcasting that reduced early listener drop-off.

◼️ Why incremental improvements beat big production budgets – and why your point of view matters far more than your studio setup.

Chapter Markers

00:00 Intro

02:15 Joel's journey: from founding B2B Marketing magazine to podcasting

07:40 Building a content flywheel across audio, video, and LinkedIn

13:05 The biggest lessons from year one of running a podcast

18:30 What "thinking like a media company" actually means in B2B

23:10 Why marketing still fails to prove its value to the board

28:45 How AI enables thought leadership without replacing it

Relevant Links and Resources

• Joel Harrison on LinkedIn: https://www.linkedin.com/in/joel-harrison/
• Trust and Influence in B2B Podcast: [search on Spotify / Apple Podcasts]
• B2B Marketing (publication Joel founded): https://www.b2bmarketing.net
• Tools mentioned by Joel: Riverside, Claude, ChatGPT, Fireflies

What's Next

If this episode got you thinking about how your organisation can build content that actually earns trust and drives pipeline, don't sit on it – take the first step and book a conversation with the B2B Better team today.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast
• Learn more about B2B Better: https://www.b2b-better.com

Most people want a community. Mark Masters actually built one, and it took 13 years, one Thursday newsletter, and the quiet conviction that belonging matters more than scale.

Mark Masters, founder of You Are the Media (YATM), joins Jason Bradwell on Pipe Dream to tell the full story of how a scrappy newsletter started in October 2013 grew into one of the most distinctive professional learning communities in the UK. Based on the south coast of England, YATM is a community built around a simple but powerful idea: all of us are better than one of us.

Mark shares how YATM evolved from a zero-budget newsletter into a multi-layered owned media ecosystem spanning regular Lunch Club events across the country, an online membership space, and the flagship Creator Day conference in Poole. He is candid about the mistakes made along the way, the temptation to chase scale, and why the format of his events involves breaking world records with Post-it notes and chocolate oranges.

This episode is essential listening for any B2B marketer or founder thinking about building a content-led community. Mark's journey is a masterclass in patience, consistency, and leading with genuine values rather than vanity metrics.

Key Takeaways

◼️ How to build a community without a budget -- start with a consistent piece of content, as Mark did with a free weekly newsletter, and let trust compound over time before layering in events or membership.

◼️ Why jumping straight to a Slack group will destroy your community -- an empty playground repels new members; build audience first, then create spaces for them to gather.

◼️ How to define your community's values in a way that creates real association -- lead with emotive, human ideas like self-sufficiency, creativity or belonging rather than industry jargon or tactics.

◼️ Why scale is the wrong north star for community-led growth -- Mark deliberately caps Creator Day at 300 attendees so he can deliver a meaningful experience rather than a diluted one.

◼️ How to separate your personal brand from your community brand -- trust and format are the keys; document what works, then find community members who embody your values to carry it forward.

◼️ Why consistency over 13 years beats any campaign -- not one newsletter repurposed or copy-pasted since 2013; showing up reliably is the single biggest differentiator in owned media.

Chapter Markers

00:00 Intro

02:00 What Is You Are the Media and Who Is It For?

04:00 How a 2013 Newsletter Became the Foundation for Everything

07:00 The Chain Effect: How Community Grows Slowly But Compounds

09:30 The Core Promise of YATM: Confidence and Friendship

12:30 The Owned Media Flywheel: Content, Community and Events

14:00 What to Do (and Avoid) When Building a B2B Community

19:00 Scaling YATM: Lunch Clubs, Creator Day and What Comes Next

Relevant Links and Resources

You Are the Media website: https://youarethemedia.co.uk

Creator Day 2026 (Poole, May): https://youarethemedia.co.uk

Mark Masters on LinkedIn: https://www.linkedin.com/in/markmasters/

YATM Newsletter: Sign up at youarethemedia.co.uk

What's Next

If this episode has you thinking differently about how you build audience and community around your brand, take the first step today. Subscribe to Mark's Thursday newsletter at youarethemedia.co.uk and see 13 years of consistency in action.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detai...

Learn more about B2B Better: https://www.b2b-better.com

If you think B2B buying is purely rational, this episode is your wake-up call. In this episode of Pipe Dream, host Jason Bradwell sits down with Richard Dedor, Financial Services Marketing Executive, to unpack what a decade of B2C financial services marketing can teach B2B marketers about differentiation, storytelling, and cutting through a commoditised market.

Richard's core point is clear: stop overthinking your product and start understanding the emotion behind the buying decision. Every purchase — whether it's a checking account or a six-figure SaaS contract — starts with a pain point. The businesses that win are the ones that lean into that pain and make the buyer the hero.

The cheeseburger analogy says it all. McDonald's, In-N-Out, Wendy's — they're all selling the same thing but winning different customers by knowing exactly who they're for. B2B is no different. You don't need a revolutionary product. You need a sharper story built around the right ingredients for the right target market.

The conversation gets tactical on CAC reduction. Richard's team cut acquisition costs by 27% by reallocating budget away from vanity spend — billboards chief among them — and investing in owned content instead. Podcasts, videos, webinar series, and customer interviews that spoke directly to real pain points. A billboard reaches everyone and no one. A customer interview that mirrors exactly what a prospect is feeling reaches the right person at the right moment.

For B2B marketers dealing with long sales cycles and buying committees, hold the macro message steady and pivot the micro-messaging for each stakeholder in the room. And when compliance is standing between you and a good idea, make them your second-best friend — walk them through the concept one friction point at a time and help them get themselves to yes.

People buy with emotion. Even in B2B. Especially in B2B. That's what you should be tapping into.

Chapter Markers

00:00 - Introduction: Richard Dedor and a decade in B2C financial services

02:00 - The cheeseburger analogy: differentiation in commoditised markets

04:00 - Growing brand awareness by 50% and bridging it to conversion

06:00 - In-market moments and rare switching windows in financial services

08:00 - What B2B marketers should steal from the consumer playbook

09:00 - Micro-messaging pivots within a stable macro message

10:00 - Cutting CAC by 27%: stop spending on billboards

11:00 - Investing in owned content: podcasts, videos, and customer interviews

13:00 - Testing, killing, and doubling down on what works

14:00 - Working in regulated environments: making compliance your ally

16:00 - How to present ideas to legal and compliance teams

18:00 - Walking compliance through friction points one step at a time

20:00 - The one thing B2B companies get wrong about differentiation

22:00 - People buy with emotion — even in B2B

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Richard Dedor on LinkedIn

Visit Richard Dedor's website

Read Richard's writing on HubSpot and Medium

Explore B2B Better and the Pipe Dream Podcast

Your thought leadership campaign is running. People are watching, listening, and engaging — but when your CFO asks if it's actually driving revenue, you've got nothing to say. In this episode of Pipe Dream, host Jason Bradwell sits down with Ross Breckenridge, Managing Director of Breckenridge and HubSpot Platinum Partner, to tackle the attribution problem that almost every B2B marketing team has but nobody wants to admit.

Ross's core point is clear: this isn't a marketing problem. It's a business problem. Until your marketing, sales, and customer success teams are operating from a single unified strategy and a single tech stack, you'll never get the visibility you need.

The conversation starts where Ross always starts with clients: customer journey mapping. Before you touch an attribution model, you need to understand where each content asset sits in the buying process — lead gen, nurture, sales enablement, or renewals. Most companies skip this step and end up measuring the wrong things entirely.

From there, Ross unpacks the dark funnel and explains why the HubSpot Campaigns tool is the home of the marketer's attribution reporting. Bundle your content assets into one campaign, track who was created as a new contact and who was simply influenced along the way, and map that all the way through to closed-won revenue — including renewals that happen two years after someone first engaged.

But none of it works if sales is living in a different system. The connection between content and revenue only becomes visible when marketing, sales, and customer success are using the same tools and held to the same SLAs. One client found that leaving a lead for more than 48 hours dropped their conversation rate from 70% to 20%. That kind of clarity only exists when everyone is looking at the same data.

If you're tired of defending your content budget with correlation and vibes, this episode gives you the framework to fix it for good.

Chapter Markers

00:00 - Introduction: Ross Breckenridge and Breckenridge Agency

02:00 - HubSpot onboarding, integrations, and the RevOps focus

04:00 - Is attribution a tools problem, a strategy problem, or the wrong metrics?

05:00 - Customer journey mapping as the foundation of all attribution

06:00 - Picking one attribution model and staying consistent

08:00 - The dark funnel: what it is and how HubSpot brings it to light

10:00 - Content-sourced vs content-influenced pipeline: the key difference

11:00 - The HubSpot Campaigns tool as the marketer's attribution home

13:00 - Connecting content consumption to leads, deals, and closed revenue

15:00 - Why attribution is a business problem, not a marketing problem

16:00 - Building the business case to get sales and CS on the same page

17:00 - SLAs, shared accountability, and the 48-hour lead follow-up rule

19:00 - Working in silos vs being more than the sum of your parts

21:00 - AI, buyer research, and why being genuinely helpful never changes

23:00 - Where to find Ross and learn more about Breckenridge

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Ross Breckenridge on LinkedIn

Visit Breckenridge — HubSpot Platinum Partner and RevOps specialists

Email Ross directly at ross@breckenridgeagency.com

Explore the HubSpot Campaigns tool for attribution reporting

Explore B2B Better website and the Pipe Dream podcast

--

Adam Holmgren turned three years of consistent LinkedIn posting into a $700K ARR SaaS business—without cold outbound, without a sales team, and with 80% of growth coming from organic content amplified by thought leader ads.

In this episode of Pipe Dream, Adam Holmgren, co-founder and CEO of Fibbler, breaks down exactly how he built an attribution platform for SMBs by first building an audience of 25,000 marketers. Before launching Fibbler in May 2024, Adam spent years developing his point of view on demand generation, paid advertising, and attribution whilst at GetAccept—publishing consistently, giving value, and never asking for anything in return. When he finally launched his product, his audience was ready.

Within two months, he had 50 paying customers purely from his network. But Adam didn't stop there. He shares the pivot that changed everything: shifting from organic-only to investing 50% of revenue into thought leader ads, specifically targeting the US market where LinkedIn ad spend is highest. The result? 400-500 signups per month, with 80% directly attributed to organic content plus paid amplification. Adam also reveals his weekend content system, his four content pillars (paid ads, brand building, founder-led growth, and personal), and why he believes distribution and brand are now the only real moats in a world where AI makes product features commoditised.

Key Takeaways

How to validate demand before launching: Build an audience first by giving value for years without asking for anything—then when you finally ask, conversion rates skyrocket.

Why thought leader ads outperform traditional LinkedIn ads: Organic posts that already resonate are "battle-tested"—amplifying them with paid reach to new audiences dramatically improves ROI compared to brand account ads with CTAs.

How to structure a sustainable content system: Plan content on weekends around 3-4 clear content pillars, schedule posts for the week, then stay active in comments during weekdays instead of writing on the fly.

Why founder-led brands win in crowded markets: With 250,000-300,000 martech solutions available, distribution and brand are the only defensible moats—features alone won't differentiate you.

How to convince sceptical executives to invest in brand: Start small, prove early signals (engagement from ICP, content mentioned in sales calls), then scale once you demonstrate pipeline impact over 3-6 months.

The perfect LinkedIn post formula: Strong hook that creates curiosity or promises value + tactical insight or lesson learnt + no product pitch (let people discover you organically).

Relevant Links and Resources

• Connect with Adam Holmgren on LinkedIn: https://www.linkedin.com/in/adam-holmgren/
• Learn more about Fibbler: https://fibbler.co

What's Next

If you're building a B2B brand and struggling to justify investment in owned media, start by building one person's audience consistently for 90 days—then amplify what works. The compounding effect is real.

Useful Links

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/pipe-dream
• Learn more about B2B Better: https://www.b2b-better.com

If you've ever said "we can do that" to every client who walks in, this episode is your wake-up call. Host Jason Bradwell breaks down why niching down is the fastest path to becoming the obvious choice, and why being a bit of everything for everyone means you're actually nothing for nobody.

Jason's core point is clear: when he set out to build B2B Better, he committed to being specific on two levels - who they serve and what they do. Not just B2B, because B2B is a hemisphere. They went one layer deeper: service-based businesses. Consulting firms, agencies, system integrators, compliance specialists. Companies that sell expertise, not products. People, not software. Trust and relationships, not features and pricing. That's what lends itself to their service: video-first podcasts that turn your point of view into pipeline. Nothing else.

The same principle applies to podcasts. When a client says they want to launch a show, Jason's first question is: what's your superpower? Here's the formula. "This is a podcast about X, and unlike other podcasts about X, only we do Y." Most B2B podcasts fail this test. They say "we're a podcast about technology" or "leadership" or "AI." So are thousands of others. There's no "and." There's no reason to choose you.

Add the "and" and everything changes. One show in the B2B Better portfolio is Data and Biotech: "a podcast about data science, and unlike other data science podcasts, only we explore it through the lens of biotech manufacturing." Suddenly if you're a data scientist in biotech, there's only one show for you. That specificity drives 75% to 80% episode completion rates, nearly double the industry average because every listener is exactly the right person.

The fear of niching down is real. Every founder worries about leaving money on the table. But saying yes to everyone dilutes your positioning, creates operational inefficiency, and kills pricing power. What actually happens when you niche properly: the funnel gets narrower at first, but the people who raise their hand are perfect fits. They convert faster, pay more, stay longer, and refer others in the same niche. Year one it feels limiting. Year three it feels like leverage. Year five it feels like a moat.

The framework to choose your niche: look at your best clients, not biggest. Validate the economics. Test your thesis before announcing publicly. Then commit hard and communicate clearly—change the website, the LinkedIn, the pitch deck. Say who you serve and who you don't.

Resonance over reach. Always.

Chapter Markers

00:00 - The "we can do anything" agency problem

01:00 - Why B2B isn't a niche, it's a hemisphere

02:00 - Choosing service-based businesses as the core niche

03:00 - Selling expertise, not products: why podcasts fit perfectly

04:00 - Video-first podcasts and the full service offering

05:00 - The superpower formula for podcast positioning

06:00 - Data and Biotech: the power of the "and"

07:00 - 75 to 80% completion rates and what resonance looks like

08:00 - Deeply engaged beats loosely interested every time

09:00 - Addressing the fear of leaving money on the table

10:00 - How niching compounds: pricing, referrals, close rates

11:00 - Four-step framework to choose your niche

12:00 - Specialists compound, generalists reset to zero

13:00 - Resonance is a revenue metric, reach is vanity

14:00 - Direct, systematic, results-driven: the B2B Better approach

15:00 - Write your "and" statement this week

Useful Links

Connect with Jason Bradwell on LinkedIn

Listen to Pipe Dream on Podbean

Explore B2B Better website and the Pipe Dream podcast 

If your podcast has downloads but no pipeline, this episode shows you how to audit your entire owned media strategy in 90 minutes and walk away knowing what's broken and how to fix it. Host Jason Bradwell breaks down the Four R Framework — Reach, Resonance, Revenue, and Repeatability — plus a decision tree to kill, fix, or scale.

Jason's core point is clear: most owned media audits are useless. They take weeks and produce reports filled with vanity metrics. Today you get four questions that reveal everything in 90 minutes.

Reach is the least important. It can be bought. If you turn off ads tomorrow, what happens? That tells you whether you have real distribution or rented attention.

Resonance is where it gets interesting. Jason would rather have 100 views at 85% consumption than 10,000 views at 20%. The 100 who watch the whole thing are deeply engaged. The 10,000 who clicked away were never going to buy. For video, 50% consumption is good, 70% is excellent. For podcasts, 50% is good, 75% is excellent.

Revenue asks: is your strategy generating commercial results? The benchmark: 30 to 50% of closed deals should have at least one content touch. Content-influenced deals should close 20 to 30% faster. If attribution is weak, you have an activation problem, not a content problem.

Repeatability determines if your strategy works long term. You should produce content four to six weeks in advance without overtime. If you're in hero mode with one person holding everything together, you need systems, not heroics.

The decision tree is simple. High reach but low resonance? Fix the content. Low reach but high resonance? Scale distribution. Low everything? Kill it. High everything but low repeatability? Fix operations first.

Chapter Markers

00:00 - Why most owned media audits are useless

01:00 - The Four R Framework and why reach matters least

02:00 - Resonance and consumption rate benchmarks

03:00 - 100 views at 85% beats 10,000 at 20%

04:00 - Revenue attribution and pipeline influence

05:00 - Direct vs influenced vs self-reported attribution

06:00 - Repeatability and sustainability benchmarks

07:00 - Hero mode vs documented processes

08:00 - The decision tree: kill, fix, or scale

09:00 - High reach but low resonance means fix content

10:00 - What to do on Monday morning based on your audit

11:00 - Fix activation by emailing sales directly

12:00 - Four questions, 90 minutes, one action

13:00 - Get the full audit template with benchmarks

Useful Links

Connect with Jason Bradwell on LinkedIn

Listen to Pipe Dream on Podbean

Explore ABM reporting in HubSpot for tracking accounts touched

Explore B2B Better website and the Pipe Dream podcast 

If you run a service business and want to know what a LinkedIn-first pipeline actually looks like in practice, this episode is it. Host Jason Bradwell sits down with George Terry, Co-Founder of Winbox, a LinkedIn ads agency working with 50+ B2B brands, to unpack how they've built a system where personal brands drive more pipeline than any other channel.

George's core point is clear: nobody goes on LinkedIn to hang out with brands. Everyone's there to hang out with people. Brands are boring. Personal profiles are the best distribution channel on LinkedIn right now, and the challenge is finding people in your company who are willing to get out there and back the business.

Winbox segments pipeline into referrals, inbound, and events. Referrals close fastest but can't be your only channel. Events generate volume at the top of funnel but deals are smaller. Inbound from marketing, meaning people who sought them out because they trust the brand, generates the largest deal sizes by far. Why? Because buyers coming to you with trust come with bigger budgets.

The move upmarket changed everything. When Winbox decided to stop working with small budgets and target companies spending £10k a month or more on LinkedIn ads, their market shrank dramatically. That forced a shift to an account-based approach: a defined list of 2,500 companies across UK and Europe, and everything; ads, content, targeting, focused exclusively on that list. The metric they obsess over is market saturation: reaching 50 to 80% of that list four to eight times a month. Hit that and you're influencing decision-making when buyers enter a cycle. Miss it and your marketing may as well not exist.

The content system behind this is simpler than it sounds. George spends two hours a week on content creation, records voice notes on walks to capture ideas, and polishes them up on Monday mornings. Five days a week posting, a monthly video podcast, 40 LinkedIn posts, eight video shorts, four newsletters, a webinar, and a quarterly event. The machine behind it does the heavy lifting but the principle is the same for anyone starting out: done is better than perfect. Post the rubbish. Get the reps in. The five-year journey started with two likes.

Chapter Markers

00:00 - Introduction: George Terry and Winbox 

01:00 - From content business to LinkedIn ads agency

02:00 - How Winbox acquires clients today 

03:00 - From personal networks to personal brands 

05:00 - Pipeline breakdown: referrals, inbound, events 

06:00 - Why inbound generates the largest deal sizes 

08:00 - Multi-channel attribution and why black and white thinking fails 

10:00 - Three or four channels done well beats eight done badly 

11:00 - Starting over: invest earlier and move upmarket sooner 

13:00 - Shifting to account-based marketing with a defined company list 

14:00 - Market saturation: 50 to 80% reach, four to eight times monthly 

15:00 - Cyclical buying patterns and summer brand-building 

17:00 - Personal brands vs brand accounts on LinkedIn 

18:00 - Why people buy agencies because of people, not logos 

19:00 - Content mix: formats, frequency, and community engagement 

20:00 - The weekly content system: two hours, voice notes, Monday polish 

21:00 - Done is better than perfect: posting, reps, and consistency 

26:00 - ICP clarity as the non-negotiable from day one

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with George Terry on LinkedIn

Visit Winbox

Check out LinkedIn Ads Insider on YouTube, Apple Podcast, and iHeart

Explore B2B Better website and the Pipe Dream podcast

If your sales reps send "just checking in" emails to prospects who've gone quiet, this episode explains why those fail and what to do instead. Host Jason Bradwell breaks down how to create milestone moments, legitimate, value-led reasons to reach out through long sales cycles without sounding desperate.

Jason's core point is clear: most B2B sales cycles are brutally long, but sales teams don't know how to stay present without being annoying. The traditional approach fails. Discovery call, proposal sent, then "just checking in" emails with no response. Twelve months later, the prospect went with a competitor because "you didn't understand our business." After month two, you had nothing valuable to say.

95% of B2B Better's clients have sales cycles over six months. And 95% of your customers are out of market at any given time. Your job is to stay present so when they flip to being in market, they think of you first.

Most owned media falls apart here. Marketing creates beautiful content. Sales sees it but has no idea how to use it in actual sales motion. Marketing measures downloads. Sales measures meetings. Different languages, different outcomes.

Milestone moments fix this. Month one: send proposal plus a podcast clip addressing their exact challenge. Month three: benchmark report. Month four: webinar invite. Month five: customer story. Month six: check in with context. Months seven to twelve: new episodes create new reasons to reach out. Month eighteen: deal closes because you felt like a partner.

B2B Better's sales enablement kits deliver three clips with email copy, key graphics, follow-up sequences, and tags showing which funnel stage each piece serves. One innovation: sales stitch videos where reps record 30-second reactions to clips. Personal brands beat company brands these generate thousands of views when originals get hundreds.

This works with three things: marketing-sales alignment through quarterly planning, infrastructure for sales to contribute to production, and attribution through CRM tracking plus conversations about where content surfaces in deals.

Chapter Markers

00:00 - The "just checking in" problem that kills deals

01:00 - Context on long sales cycles and 95% out-of-market buyers

02:00 - Why owned media strategies fall apart at sales activation

03:00 - Traditional approach: proposal to dead deal in 12 months

04:00 - Milestone moments approach: 18-month cycle done right

06:00 - What qualifies as a milestone moment

07:00 - Timing and sequencing content to the buyer journey

08:00 - Sales enablement kit components

09:00 - Tags and metadata for searchable, attributable content

10:00 - Sales stitch videos: personalising content at scale

11:00 - Why personal brands beat company brands in B2B

12:00 - Three requirements: alignment between teams

13:00 - Infrastructure for sales to contribute to production

14:00 - Attribution: quantitative and qualitative tracking

15:00 - The challenge: audit your last five gone-quiet emails

Useful Links

Connect with Jason Bradwell on LinkedIn

Read the Ehrenberg-Bass 95-5 rule research

Explore HubSpot CRM for tracking content touches

Check out Salesforce CRM

Explore B2B Better website and the Pipe Dream podcast 

If your best clients won't sign case studies because legal says no, this episode shows you exactly how to flip that dynamic. Host Jason Bradwell shares how he cracked this problem working in broadcast media tech, where sports properties refused to give free logo rights to vendors they were already paying.

Jason's core point: legal teams don't fear telling the story, they fear losing control over how it's told. Traditional case studies feel like monumental approval chains with multiple drafts and stakeholder reviews. It's easier to just say no.

Jason worked for a tech company serving major sports media properties. The opportunity seemed obvious: tell stories about household name clients. But sports rights holders get paid millions for sponsorship rights. Why would they give a tech vendor free permission to use their name for marketing?

Most teams try tactics that don't work: anonymous case studies nobody believes, paying for logo rights, using old logos without permission, or giving up entirely and competing on price.

Here's what changed. When Jason's team sat down with legal teams, they learned it wasn't fear of the story—it was fear of losing control and bandwidth nightmares. So they launched a podcast with a different value exchange. Instead of "come talk about how great we are," the pitch was "come talk about your work and how you see the industry evolving." Questions submitted in advance. Full approval. Nothing goes live without sign-off.

A VP of digital from a major sports league who'd said no to every promotional request for years agreed almost immediately. When Jason asked why, the answer was clear: "For years you've been asking me to do things for you. But this time you asked me to do something for me."

The unlock is simple. Traditional case studies ask for public endorsement with high risk and zero personal upside. Editorial podcasts offer a platform to showcase expertise, professionally produced content they can use, and full control.

The acceptance rate jumps from 5% for case studies to 70% for editorial podcasts. Sales can share clips without requiring testimonials, and the credibility is more authentic because it doesn't feel like marketing.

Chapter Markers

00:00 - The legal blocker problem across every sector

01:00 - Working with sports media properties that wouldn't give logo rights

02:00 - Why GDPR and compliance make traditional case studies nearly impossible

03:00 - Four failed attempts most teams try

04:00 - What legal and compliance teams actually fear

05:00 - How podcasts flip the value exchange

06:00 - The breakthrough moment with the VP of digital

07:00 - Why "look how great they are" beats "look how great we are"

08:00 - Traditional case study vs editorial podcast value exchange

09:00 - The counterintuitive power of implied association

10:00 - The seven-step execution process

11:00 - Using content strategically in sales without testimonials

12:00 - Acceptance rates and ROI timeline

13:00 - Why this works even for clients who'd sign case studies

14:00 - The challenge: Email your top 10 blocked clients

Useful Links

Connect with Jason Bradwell on LinkedIn

Check out The Tim Ferriss Show and The Twenty Minute VC

Explore B2B Better website and the Pipe Dream podcast 

Jason's core point is clear: downloads don't pay salaries, pipeline does. Most B2B podcasts fail commercially for four reasons. They borrow strategy from B2C entertainment instead of building revenue assets. They optimise for vanity metrics because that's what vendors sell. They exist in a silo with no connection to sales motion or funnel stages. And the generic interview format doesn't map to the buyer journey.

The problem isn't production quality or download numbers. The problem is that marketing makes the show, sales doesn't know it exists, and when sales don't use it, it's just an expensive content theatre. One 45-minute conversation with a random influencer doesn't help a prospect at the consideration stage trying to figure out if you can actually deliver results, or help a champion sell your solution internally to their CFO.

Instead of downloads, impressions, and social shares, here's what actually matters. Leading indicators like enterprise guests booked from your ABM lists, meetings created attributed to podcast touch, and accounts touched. Commercial outcomes like deal stage acceleration, rep usage in sequences and discovery calls, and pipeline influenced. That's the difference between vanity metrics and revenue metrics. One makes marketing feel busy, the other moves the business forward.

Jason shares a real example. A B2B tech company ran a podcast for 18 months with 40 episodes, a few thousand downloads, and zero pipeline influence. They interviewed random influencers because "that's what podcasts do." Their sales team had never heard of the show. B2B Better killed the influencer strategy and started interviewing their own clients, CTOs and engineering leaders who'd worked with them but would never sign traditional case studies due to compliance constraints. They packaged content as battle cards and sales enablement artifacts, not social clips. Within 90 days, sales used clips in 60% of discovery calls, influenced £3 million in pipeline, and improved outbound reply rates by 34% when reps included a 92-second client clip in sequences. Same production effort, completely different outcome. The only difference was strategy.

Here's the process. Audit your funnel gaps to find where deals actually stall. Map content to that stage. Design multi-segment episodes that serve different funnel stages, not one 45-minute interview that does nothing particularly well. Package for sales with battle cards, objection handlers, and committee packs. Measure commercial impact through meetings created, accounts touched, pipeline influenced, and deal velocity, not downloads.

If you can't answer "which specific deals will this help us close," you're not ready for a podcast. You don't have a content problem, you have a strategy problem. Stop trying to be Joe Rogan. You're building a revenue asset, not an entertainment show.

Chapter Markers

00:00 - Why downloads don't pay salaries, pipeline does

01:00 - The word podcast has become a red herring

02:00 - Four reasons B2B podcasts fail commercially

03:00 - No connection to sales motion equals content theatre

04:00 - Revenue metrics that actually matter

05:00 - Real example: Zero to £3 million pipeline influenced

06:00 - The process: Audit, map, design, package, measure

07:00 - Multi-segment episodes serving different funnel stages

08:00 - Most teams shouldn't have a podcast yet

09:00 - The activation test: Ask sales if they've used it

Useful Links

Connect with Jason Bradwell on LinkedIn

Listen to Pipe Dream Podcast on Podbean

HubSpot ABM reporting guide for tracking accounts touched

Explore B2B Better website and the Pipe Dream podcast 

Dev's core point is clear: stop creating remixable AI content and start building lived-experience content that creates goodwill as a moat. The marketers winning today aren't the ones doing more, they're the ones doing the simple things better and measuring what actually matters.

For 16 years, Dev has helped VPs of marketing and CMOs at B2B SaaS companies build predictable pipeline without cold outreach. His approach targets two groups: the 5% in-market demand actively looking for solutions, and the 45% of right-fit customers who don't wake up thinking they need your software but would benefit from it.

Dev walks through Powered by Search's playbook, which drives more than half their inbound leads through LinkedIn alone. His SAGE framework (Simple, Actionable, Goal-oriented, Easy to consume) focuses on publishing content about how they've done something, not generic how-to advice. This lived-experience approach can't be copied through ChatGPT or Claude, building genuine goodwill that compounds over time.

The conversation breaks down the "do more, do better, do new" framework. Most companies don't need revolutionary tactics, they need to optimise existing channels ruthlessly. AI plays a role, but it's about speed, not strategy. Dev uses AI to accelerate production once they know what good looks like, not to figure out what to say.

Then Dev drops the tactical goldmine: the 3x10 rule. Get 10% more right-fit traffic, reduce acquisition cost by 10%, and increase average contract value by 10%. When you stack these three improvements, they compound to roughly 30% more pipeline. He guarantees this in 90 days and explains exactly how, from internal linking to push pages onto page one of Google, to cutting wasted ad spend, to targeting slightly larger companies with higher willingness to pay.

If you want a blueprint for building predictable B2B SaaS demand generation without the hype, this conversation delivers.

Chapter Markers

00:00 - Introduction: Dev Basu and the inbound-only motion 

01:00 - The 5% in-market demand vs 45% right-fit customers 

02:00 - Eating your own dog food: How Powered by Search acquires clients 

03:00 - The problem with flash in the pan tactics and LinkedIn slop 

04:00 - SAGE content framework: Building goodwill as a moat 

05:00 - Triangulating attribution to prove LinkedIn drives half the pipeline 

06:00 - Lived-experience content you can't remix with AI 

08:00 - The playbook: Five pillars of demand generation 

13:00 - Do more, do better, do new: The framework for prioritisation 

16:00 - Using AI for speed, not strategy 

20:00 - Buyer psychology and why nobody wants to "get a demo" 

22:00 - The 3x10 rule: 30% more pipeline in 90 days 

23:00 - Getting 10% more traffic with simple internal linking 

24:00 - Cutting wasted ad spend to reduce CAC by 10% 

25:00 - Moving upmarket slightly to increase ACV by 10% 

26:00 - The Grand Slam offer and guarantee 

27:00 - Where to learn more about Powered by Search

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Dev Basu on LinkedIn

Learn more about Dev Basu

Explore Powered by Search and the Grand Slam Offer

Check out Clay for enrichment

Explore B2B Better website and the Pipe Dream podcast

If "thinking like a media company" feels like empty advice, this episode shows you exactly what it means in practice. In this episode of Pipe Dream, host Jason Bradwell sits down with David Rowlands, Head of Product at B2B Marketing and Propolis, to unpack how a traditional magazine and events business transformed into a community-led subscription media model during the pandemic.

David's core point is clear: in a world flooded with AI-generated content and collapsing trust, B2B marketers need to move beyond helpful content and start creating valuable, memorable work. The kind buyers remember weeks later because it's built on proprietary data, real CMO conversations, and peer learning you can't get anywhere else.

When COVID-19 hit, B2B Marketing's events business went on indefinite hold overnight. At the same time, digital publishing barriers disappeared and trust collapsed. Anyone could write a blog or publish a report, creating massive noise. B2B marketers needed a place to get clear answers and learn from peers without sorting through the chaos.

That's how Propolis was born. B2B Marketing formalised their Leaders Program into a subscription model around expert advisory, private community, and proprietary benchmarking. Instead of competing on helpful content anyone could replicate, they built something AI fundamentally can't: genuine community combined with anonymized member data that powers insights like the Propolis Community Index.

David explains why this matters beyond B2B Marketing. The brands winning attention aren't publishing more content, they're creating distinctive IP that connects community, insights, training, and events into one ecosystem. And heading into 2026, measurement and attribution remain the core challenge, not because the tools don't exist, but because proving marketing's commercial impact still feels like an uphill battle.

The conversation also covers what AI means for B2B marketing teams right now. While 91% of marketers are experimenting with AI, the real challenge isn't adoption, it's knowing where AI helps versus where it creates problems. The marketers struggling most are stuck in lead generation mode, unable to have strategic conversations about marketing's actual impact on revenue.

If you want a blueprint for building a media-first B2B strategy without the "more content" trap, this is it.

Chapter Markers

00:00 - Introduction: David Rowlands and the transformation of B2B Marketing 

02:00 - From editorial assistant to Head of Product during COVID 

03:00 - The pivot moment: Events disappear and trust collapses 

05:00 - How Propolis was born from the Leaders Program 

07:00 - What "thinking like a media company" actually means 

11:00 - Building the Propolis Community Index with anonymized member data 

16:00 - Helpful versus valuable content: Creating memorable work 

21:00 - Why proprietary data and community can't be replicated by AI 

26:00 - The AI content flood and how to differentiate

30:00 - Measurement and attribution challenges heading into 2026 

33:00 - Skills marketers need: Communication and financial acumen 

36:00 - Why junior marketers need these skills more than anyone 

38:00 - Where to learn more about Propolis and B2B Marketing

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with David Rowlands on LinkedIn

Explore Propolis and the Propolis Community Index

Visit B2B Marketing

Listen to The B2B Marketing Podcast

Explore B2B Better website and the Pipe Dream podcast

Jason's core point is clear: just because you can create 50 things from one piece of content doesn't mean you should. The real problem isn't lack of effort, it's creating a little bit of everything instead of focusing on the few assets that actually move prospects through the buyer journey. Most teams are building redundancy, not results.

The appeal of content repurposing is obvious. You record one 60-minute podcast episode and suddenly you can create clips for LinkedIn, X, Instagram, blog posts, newsletters, listicles for SEO, and ads. At the end, you’ve got 50 things from one episode. Sounds amazing, right? But that mindset creates massive redundancy because you're not asking the critical question: should you actually create all of this? Can you create clips for X? Sure. But are your customers actually on X? Only three people subscribe to your newsletter, so why spend the time turning this into an email?

What B2B Better does instead is map the content they create from one flagship piece against the buyer journey, specifically the stages of buyer awareness: unaware, problem aware, solution aware, and product aware. When you map these stages on a grid, you can identify how to plug each gap using different distribution channels.

Take the unaware stage. There's a subset of your target audience that's unaware a massive problem is facing them. How do you reach them? B2B Better typically suggests running ads on platforms like LinkedIn or Google using content from your podcast that educates them about the problem. But you can't just hope that content naturally comes out of your recording. You need to script for it ahead of time. If you're running a guest-based podcast, ask questions that evoke answers and perspectives that educate unaware customers about the problem they're facing.

Now flip to the product aware stage. These are people who know about the problem and solutions available, but don't have enough trust in your product to pull the trigger. For this stage, interview your existing customers and have them talk about their experiences using your product or service. Then turn that content into something your sales team can use to hit leads who have already demonstrated interest in your business. This is the tipping point that moves them from uncertainty to actually picking up the phone.

This exercise of mapping different content types to different stages of buyer awareness is incredibly useful in evaluating not what content you could create, but what content you should create that's actually going to move people from podcast to pipeline.

If this is an exercise you're interested in learning more about and you'd like B2B Better to run it with you, drop them an email or message using the details in the show notes.

Chapter Markers

00:00 - Why B2B businesses get repurposing wrong

01:00 - Creating the wrong things instead of what matters

02:00 - Just because you can doesn't mean you should

03:00 - Mapping content to buyer awareness stages

04:00 - Targeting the unaware stage with strategic ads

05:00 - Building trust with product aware prospects

06:00 - Moving people from podcast to pipeline

Useful Links

Connect with Jason Bradwell on LinkedIn

Learn about Stages of Awareness framework

Explore Content Atomization strategies for B2B

Explore B2B Better website and the Pipe Dream podcast 

Jason's core point is clear: becoming a media company means setting yourself up to be a consistent source of trust for the right prospects, through regular cadence and a strong point of view. It's not about impressions or virality, it's about achieving resonance with your prospective customers. And if you don't move toward a media-first mindset, you'll stay stuck in campaign mode, keep starting from zero with cold outreach, paid ads, and SEO, and get increasingly commoditised.

The resistance to this shift often comes from short-term thinking. Marketing teams want to see leads now, conversion yesterday. Building trust takes time, and when leadership can't draw an explicit line from content to revenue in the short term, these initiatives start to feel like distractions, especially in volatile economic environments.

But companies that don't make this transition will face three fundamental problems. One: they'll be stuck in campaign mode forever. Two: they'll always be starting from zero; cold outreach, paid ads, SEO, all starting from scratch every time. Three: they'll be totally commoditised. Everything they do from a marketing standpoint can and will be replicated by competitors if it isn't already.

So how do you navigate the shift into a media-first mindset? Jason offers three critical moves. First, stop thinking about campaigns and start thinking about systems. Build a workflow across your content production that allows you to consistently demonstrate a strong point of view without burning out your team. Second, stop renting attention on borrowed platforms and start focusing on the platforms that allow you to own that attention: your podcast, your newsletter, your website. Third, move away from a content calendar and move into an editorial strategy. This isn't about getting 100,000 people on your website tomorrow, it's about getting the 100 right people today.

When B2B companies make this shift, several things start to happen. Outbound gets easier because people start recognising you when you land in their inbox. Sales cycles get shorter because people already trust you across the entire buying committee. Deals get less fragile because you've already demonstrated your value from the start of their buying journey. Inbound starts to balance outbound, content drives actual pipeline, and sales begin to use your marketing assets as intended.

If you're ready to stop chasing impressions and start building consistent trust, this episode is your practical roadmap for making the media-first shift without burning out your team.

Chapter Markers

00:00 - Introduction: What does becoming a media company actually mean?

01:00 - Defining a media company in B2B context 

02:00 - Why B2B companies resist the media-first mindset 

03:00 - The attribution gap and short-term thinking 

04:00 - Three problems companies face without the shift 

05:00 - How to navigate into a media-first mindset 

06:00 - Editorial strategy over content calendars 

07:00 - What happens when B2B companies make the shift 

08:00 - How to get started with B2B Better

Useful Links

Connect with Jason Bradwell on LinkedIn

Check out the Pipe Dream Podcast on Podbean listing

Learn about Owned media and Editorial mindset for B2B marketing

Explore B2B Better website and the Pipe Dream podcast 

Jason's core point is blunt: AI has flooded inboxes, trust is at an all-time low, and "Can I grab 15 minutes?" reads as extractive instead of helpful. The numbers back this up. Most B2B buyers receive 20-50 outbound emails per day, and there's zero differentiation between them. Our sensors for AI-generated outreach are sharper than ever, which means prospects tune out before they even finish reading.

The real cost to your business? SDR burnout, wasted resources, and eroded brand trust. When you're sending volume over value, pipeline becomes a numbers game instead of a game of generating quality, value-first relationships. And that "Can I grab 15 minutes?" CTA puts the burden on prospects to figure out if you're even relevant, it's extractive, not value-driven.

The alternative is contextual outreach powered by owned media. Instead of leading with "we have a solution that we think is relevant to you," you lead with "we created a piece of content that we think is relevant to you because we know it's relevant to all the other prospects and personas we're interviewing on our podcast. Curious to know what you think."

Here's how it works: build a piece of content IP (podcast, newsletter, YouTube series) with a clear point of view, co-designed with sales around real buyer challenges. Then lead outbound with relevant insights before you ever ask for time. That's the difference between cold and contextual outreach. Cold is a stranger asking for a prospect's time. Contextual is when you're perceived as an informed peer offering relevant insights to your target audience.

Owned media used this way gives you credibility and gives value before the ask. And the results speak for themselves: traditional cold outbound rates hover around 2% on a good day. Contextual outreach using owned media can see outbound reply rates go as high as 10-15% and the replies are more substantive than "I'm not interested." They're often "thank you for showing me this content, let's stay in touch."

Over 3-12 months, this approach creates a compounding effect: higher reply rates mean more at-bats, warm outreach converts better than cold, and prospects who don't reply now might reach out later because you started the relationship from a position of value rather than an ask.

If your outbound program feels broken, this episode is a practical reset on how to use owned media to build credibility first and pipeline second and avoid the extractive playbook that's killing response rates.

Chapter Markers

00:00 - Introduction: Why traditional cold outreach is dying

01:00 - The inbox overload problem (20-50 emails/day)

02:00 - What "Can I grab 15 minutes?" really says to prospects

03:00 - The owned media alternative: content IP that demonstrates POV

04:00 - How to align sales + marketing around contextual outreach

05:00 - Results you can expect: 2% vs 10-15% reply rates

06:00 - The compounding effect of value-first relationships

Useful Links

Connect with Jason Bradwell on LinkedIn

Explore B2B Better website and the Pipe Dream podcast 

They dig into why companies keep pouring budget into rented channels even when they know they should own their audience. Sean points to the “measurement effect”: if it’s easy to track, it feels effective. Owned media is harder because it requires patience (often 9–12 months), conviction, and a real point of view. And he’s honest that it’s not for every business: if you’re selling a true commodity and performance marketing works, that might be the right play. But for many B2B brands, the real truth remains: a human buyer has to believe in you.

Then comes the accelerant: the slop wars. With LLMs, the market flooded with AI-generated content, making generic “SEO blogs” even easier to ignore. In that noise, the advantage shifts to people and companies with real expertise, strong storytelling, and distinctive perspectives regardless of platform.

A key takeaway: AI is a tool, not a strategy. It can speed up execution, but it can’t replace fundamentals; clear goals, audience understanding, and a message worth remembering. Sean argues the hardest part isn’t tactics; it’s conviction. Brands fear alienating anyone, but trying to appeal to everyone is how you end up forgettable.

They also talk about distribution in a creator-driven world. Instead of gambling on a single algorithm, Sean suggests partnering with niche creators who already have the audience you want. And if you’re building an internal content team, he likes an “SNL model”: develop creators, amplify them, and accept that great talent may eventually move on, your point of view and process should outlast any one person.

Bottom line: if SEO is weakening under AI summaries, this episode lays out what to do next. Stop relying solely on rented reach, build owned media only when it fits your GTM, and win with clarity, patience, and a differentiated perspective in a sea of AI sameness.

Chapter Markers

00:00 - Introduction: Full circle from COVID to AI

02:00 - Sean's journey from Crossbeam to Gate Check Studios

05:00 - The moment SEO's backbone started crumbling

08:00 - Why B2B companies still rent reach from algorithms

12:00 - The measurement effect vs patience and conviction

16:00 - What turbocharged the shift: the slop wars

20:00 - AI as tool, not strategy

24:00 - The biggest challenges: patience and point of view

28:00 - How to develop your brand's point of view

32:00 - Getting executive buy-in with examples and ROI

36:00 - The rise of niche creators and partnership opportunities

40:00 - The Saturday Night Live model for content teams

44:00 - Devil's advocate: when owned media isn't the answer

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Sean Blanda on LinkedIn

Visit Gate Check Studios

Check out Sean’s website at seanblanda.com/about

Visit Human Internet

Explore B2B Better website and the Pipe Dream podcast

Melanie looks back on her NYT work and explains why the most memorable branded content leans into experiences AI can’t replicate. She points to projects built on real reporting; interviewing people, gathering lived stories, capturing sensory detail, and earning emotional truth. ChatGPT can’t call someone up, build trust, or understand the texture of human experience firsthand. The more human your content is, the safer it is from commoditisation.

The conversation then turns to Prove It and the reality that skepticism was already at an all-time high before AI went mainstream where fake news, deepfakes, and “alternative facts” made audiences harder to convince. Now, with synthetic content everywhere, empty claims are even easier to dismiss. Melanie’s argument is simple: the brands that win won’t just say things they’ll prove them with evidence, specifics, and credible support that goes beyond generic marketing language.

Jason asks about AI ethics, and Melanie draws a parallel to the early days of sponsored content labeling. Her view is that disclosure matters because trust matters but the bigger test is whether the content genuinely adds value. AI-assisted work can still be meaningful if it’s transparent enough and actually useful.

On creativity, Melanie argues that while AI can generate unlimited ideas, it often produces similar outputs when everyone uses the same tools and prompts. What makes ideas interesting is the fuel AI can’t access, your memories, curiosity, experiences, and perspective. That’s why she still believes structured creativity beats random brainstorming: a strong process consistently produces better work than chasing “inspiration.”

Melanie also shares how she uses AI in practice: speeding up research, checking blind spots and biases, and acting like a verbal processing partner without outsourcing the actual strategic thinking or full creative execution. She wants AI to buy back time so she can do more of what she loves: creating.

Chapter Markers

00:00 - Introduction: Defining modern branded content

02:00 - What makes content defensible in the AI age

04:00 - Buyer skepticism and the Prove It framework

06:00 - The ethics of AI-generated content

09:00 - When AI helps creativity vs flattens it

13:00 - How Melanie actually uses ChatGPT

15:00 - Building multiple forms of media and IP

18:00 - Creative side quests and pulling threads

21:00 - Divergent vs convergent thinking

23:00 - Advice for risk-averse marketing cultures

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Melanie Deziel on LinkedIn 

Explore Melanie’s website melaniedeziel.com

Visit Creative Constructs

Explore B2B Better website and the Pipe Dream podcast 

Charlie breaks down his approach to aligning sales and marketing around LinkedIn advocacy, creating non-scalable experiences that actually convert, and using out-of-home advertising as both a brand and demand gen play. If you're drowning in AI tools and wondering what actually moves the needle, this conversation will reset your thinking.

Jason and Charlie start by tackling the conventional wisdom that AI lets you "do more", more outreach, more personalisation, more content. Charlie's take? That approach is creating AI slop that people see right through. He explains why marketers are starting to swing back toward doing fewer things better, especially things that can't scale (spoiler: that's where the magic happens).

As a marketing team of one at OneScreen, Charlie's had to get ruthless about focus. He shares his three-to-five channel strategy: LinkedIn (organic and paid), visual content showcasing real OOH campaigns, and live events like Drive and Spring. He explains how these channels create an owned media flywheel, content feeds community, community shows up at events, events create more content.

They dig into LinkedIn strategy, and Charlie makes a key point: people don't work with brands, they work with people. OneScreen focuses more on executive and team member profiles than the company page. Charlie shares practical tactics for getting internal buy-in, finding a champion, helping them time-block 15 minutes daily for LinkedIn, and gamifying the process for competitive salespeople.

Jason shares his own experience trying to roll out an advocacy program across an entire sales team (spoiler: it failed) before pivoting to work with two or three champions who were already posting. Once they could show millions in attributed pipeline, executive buy-in came naturally. Charlie adds that you have to get into the psychology of each function, salespeople want commission, CS wants retention bonuses, and CFOs want shorter sales cycles.

If you're a B2B marketer feeling pressure to "do more with AI" or struggling to get internal stakeholders bought into content and thought leadership, this conversation offers a refreshingly practical alternative. Charlie's insights on doing fewer things better, building advocacy programs that actually work, and creating experiences that don't scale will help you cut through the noise and focus on what genuinely drives results.

00:00 - Introduction: Marketing as psychology

02:00 - Why "do more with AI" is backwards

05:00 - Building marketing as a team of one

07:00 - Three-to-five channel strategy

09:00 - The owned media flywheel

11:00 - People work with people, not brands

13:00 - Getting executives to share on LinkedIn

15:00 - Internal advocacy: finding your champion

18:00 - Gamifying LinkedIn for salespeople

20:00 - The blank check question: curated experiences

Connect with Charlie Riley on LinkedIn and on his website charlieriley.com 

Connect with Jason Bradwell on LinkedIn

Subscribe to Beyond the Billboard (Apple Podcasts) 

Visit OneScreen.ai

Explore B2B Better website and the Pipe Dream podcast 

In this episode of Pipe Dream, host Jason Bradwell talks with Christian Klepp, co-founder of EINBLICK Consulting, about why vanilla positioning is collapsing under AI pressure and how to build differentiation that actually holds up. Christian argues that the brands that win won’t be the ones publishing more AI content. They’ll be the ones doing deeper customer research, crafting a clearer point of view, and using subject matter experts as a defensible moat.

Jason opens with the core problem: AI made generic messaging catastrophically easy to ignore. Christian explains what’s changed recently, buyers increasingly use AI-assisted search and comparison tools that see through fluff faster than ever. It’s no longer enough to say “we have AI.” Buyers want specifics: what is AI doing, how does it create value, and why should they trust your approach?

They also address the pressure many agencies feel as clients expect AI to make everything cheaper and faster. Christian’s take is that AI has no “soul”, no nuance, humor, lived experience, or real context. The winning strategy isn’t volume (100 AI-generated blogs), t’s choosing fewer topics and creating truly insightful, differentiated content that reflects real expertise.

Christian explains why companies end up with bland positioning: fear of alienating prospects, cultures that reward safe messaging, and internal misalignment about what truly differentiates them. He’s seen teams stuck in endless debates, leading to either analysis paralysis or messaging based purely on internal assumptions.

His solution starts with a research strategy. He compares it to building a house - you wouldn’t build without a blueprint. Likewise, you shouldn’t build positioning without deep customer interviews that uncover why buyers chose you, what triggered the decision, and what language they use to describe value. That customer voice becomes the foundation not boardroom opinions.

And if you think you don’t have differentiation? Christian argues it’s there, but often hidden. The answer lives with your customers and SMEs, you need to dig through interviews, sales calls, and objections to find the real demand triggers.

Companies producing generic content will drown in sameness. Use AI intentionally, not as a replacement. Tap SMEs, listen to sales conversations, and build messaging from real expertise. If your positioning could’ve been written by anyone or any AI, this episode is the wake-up call you need.

00:00 - Introduction: The uncomfortable truth about your positioning

02:00 - Meet Christian Klepp and EINBLICK Consulting

04:00 - What's changed since AI went mainstream

07:00 - The agency tension: AI expectations vs actual value

11:00 - Why AI content lacks soul (and why that matters)

14:00 - Why companies default to vanilla positioning

18:00 - Using market research to break internal misalignment

22:00 - What to do when differentiation isn't obvious

26:00 - Differentiated perspective vs being opinionated

30:00 - The cybersecurity firm that got it right

34:00 - Is the media the new competitive moat?

38:00 - What happens to companies that don't adapt

42:00 - Final advice: Interview SMEs and sit in on sales calls

Connect with Jason Bradwell on LinkedIn

Connect with Christian Klepp on LinkedIn

Visit EINBLICK Consulting

Check out B2B Marketers on a Mission Podcast

Explore B2B Better website and the Pipe Dream podcast

They start by defining message-market fit: when your messaging resonates with what buyers care about not just what you think sounds clever. Diane argues that SaaS teams often obsess over product-market fit while ignoring messaging, so even great products can fall flat. Signs you’ve found include shorter sales cycles, better-fit engagement, attracting the right prospects, and crucially, repelling the wrong ones (because not everyone should be your customer).

A major theme is the clarity vs. simplicity trap. Diane says “simplify your messaging” advice is often misapplied: in the rush to be punchy, companies strip out meaning and end up with websites full of phrases like “reimagined” or “easy to use” that say nothing. Clarity isn’t about being short, it’s about being meaningful, valuable, and relevant. Sometimes that takes full sentences and detail, especially when selling to technical buyers like engineers who don’t need to be talked down to.

Jason then asks how service businesses differentiate in crowded, “commodity” categories like agencies, consultancies, and law firms. Diane introduces her differentiation stacking framework: instead of chasing one radical USP, stack multiple real differentiators your approach or methodology, delivery model (sprints vs. retainers), expertise and credentials, and your process. It’s marginal gains thinking: being slightly better across several areas adds up to something genuinely distinctive. She references her ROAR framework as an example of how a clear method can anchor positioning.

They also dig into internal alignment, which Diane calls the biggest KPI for messaging work. She insists CEOs should be involved because without leadership buy-in, the work won’t stick. Messaging isn’t just marketing, it’s strategy. Align the CEO, head of sales, and head of revenue first, then roll it out top-down. Otherwise you’ll build “great messaging” that never gets used.

On AI, Diane’s stance is grounded: it should execute and optimize, not replace strategic thinking. She uses it for extraction, synthesis, and stress-testing ideas, but warns that outsourcing strategy to AI leads to commodity messaging. Do the thinking yourself, then use AI to improve output.

If your B2B company has a strong product but messaging that sounds like everyone else’s, or you can’t align internal stakeholders, this episode offers practical frameworks to stand out and convert.

00:00 - Introduction: From concept to commercial results

01:30 - Why B2B Better is a podcast marketing agency

03:00 - Phase 1: Strategy development and the show blueprint

06:00 - Phase 2: Funnel mapping and the distribution grid

09:00 - Phase 3: Pre-production essentials

11:00 - Phase 4: Creative treatments—producing vs production

14:00 - Phase 5: Integrated campaigns and smart distribution

17:00 - Phase 6: Reporting and optimization

20:00 - How to get started with B2B Better

Connect with Jason Bradwell on LinkedIn

Connect with Diane Wiredu on LinkedIn

Learn more about SaaStock

Visit Diane’s website at Lion Words

Use Claude and ChatGPT for you messaging work

Explore B2B Better website and the Pipe Dream podcast

Ever feel like AI is the new “pivot to video”? Recorded live at SaaStock, Jason Bradwell sits down with repeat guest Danielle Parker to ask whether we’re living through an AI hype bubble and what that really means for B2B marketers, content engines, and your career.

They dig into how AI is reshaping B2B marketing strategy in practice: which entry-level tasks are most at risk, why teams might get smaller (but not disappear), and what B2B buyers actually expect now that ChatGPT can answer basic questions in seconds. The conversation cuts through generic “AI for marketers” takes and focuses on building media-led, narrative-driven brands with a clear, differentiated point of view.

Danielle also walks through her unconventional path from municipal bond analyst to running a 100K+ food Instagram (Boston Brunch Guide), growing Mel Robbins’ audience past 1M, and helping build ProfitWell’s Recur Media into one of B2B’s best examples of serialised, media-first content. She and Jason unpack what it really takes to launch a show, avoid the “repurposing industrial complex”, and use frameworks like B2B Better’s distribution grid to map episodes across the full awareness journey. Finally, they explore the one marketing skill Danielle believes is truly AI-proof: events and face-to-face experiences and why companies are hiring dedicated events marketers earlier than ever.

Subscribe to catch every episode. Leave a review to help others discover the show. Share with security professionals or B2B marketers trying to break through technical noise. Follow B2B Better on LinkedIn for weekly insights.

00:00 - Introduction: Reconnecting at SaaStock where they first met 

01:30 - The biggest challenge for B2B brands right now 

02:30 - Are we in an AI hype bubble?

04:00 - What B2B buyers actually expect in 2025 

06:30 - Why your people and point of view are your biggest differentiator 

07:00 - Danielle's journey: From bond analyst to Boston Brunch Guide 

08:30 - Growing Mel Robbins' Instagram from 30K to 1M+ followers 

10:00 - ProfitWell as the gold standard for media-led B2B companies 

11:30 - How Recur Media impacted ProfitWell's acquisition valuation 

12:30 - Launching Boxed Out during COVID & the D2C ASMR video 

14:00 - Why distribution needs to be part of the plan from day one 

15:30 - Turning six ABM podcast transcripts into one comprehensive guide 

17:00 - The content repurposing trap: Quality over quantity 

18:30 - The distribution grid framework explained 

21:00 - What AI absolutely cannot replace 

22:00 - Why events marketing is having a major moment 

23:30 - Being a person people want to do business with: The ultimate AI-proof skill

Connect with Jason Bradwell on LinkedIn

Connect with Danielle Parker on LinkedIn

Learn more about SaaStock

Explore B2B Better website and the Pipe Dream podcast

Jason’s core point is that marketing strategy matters more than microphones. The goal isn’t to ship episodes, it’s to create commercial momentum. That’s why B2B Better positions itself as a podcast marketing agency, not just a production company: a podcast should drive pipeline, create revenue, and ultimately turn a profit. Anything else becomes a vanity project that dies after a handful of episodes.

From there, he walks through the six phases:

1) Strategy development (the most skipped step). Instead of asking what gear to buy, brands should define what success looks like, who the audience is, and what messages matter. Jason runs strategy workshops with stakeholders across marketing, sales, product, and leadership to build a “show blueprint” that clarifies the what/why/who/how and prevents random feedback from derailing things later.

2) Funnel mapping. Most companies treat podcasts as top-of-funnel awareness only, but Jason argues podcasts can move buyers through awareness, consideration, evaluation, and conversion when you map content intentionally. He introduces B2B Better’s distribution grid to align segments and content to different buyer awareness stages and distribution paths.

3) Pre-production. This is the setup work that makes recording smooth: scripting, guest booking and research, and establishing visual/audio treatments so the show feels consistent and intentional.

4) Creative treatment. Here Jason draws a key distinction: production is editing raw footage into a finished episode, while producing is editorial oversight and strategic control to ensure the episode hits the right messages. Many brands only buy production, but what they really need is a producer who can guide the conversation and keep the content aligned to the goal.

5) Integrated campaigns. Distribution and promotion shouldn’t be “repurpose one episode into 100 assets.” Jason pushes back on that trend because it often creates redundant content that doesn’t move the needle. Distribution has to match the objective: brand awareness might mean short clips plus paid spend; ABM might mean sales enablement and targeted account plays.

6) Reporting and optimisation. A show isn’t static. Someone needs to review performance at the episode, channel, and show level with what’s working, what isn’t, and what market feedback is signaling and then feed that back into strategy (stay the course, pivot, or double down).

If you’re launching a B2B podcast or already have one that feels like it’s going nowhere, Jason’s framework is a practical way to treat podcasting like the GTM asset it should be, align every phase to commercial outcomes, and avoid the “six episodes then abandon it” trap.

00:00 - Introduction: From concept to commercial results

01:30 - Why B2B Better is a podcast marketing agency

03:00 - Phase 1: Strategy development and the show blueprint

06:00 - Phase 2: Funnel mapping and the distribution grid

09:00 - Phase 3: Pre-production essentials

11:00 - Phase 4: Creative treatment - producing vs production

14:00 - Phase 5: Integrated campaigns and smart distribution

17:00 - Phase 6: Reporting and optimisation

20:00 - How to get started with B2B Better

Connect with Jason Bradwell on LinkedIn

Check out Jason’s several tools in building guest lists:

HubSpot CRM

Clay

Apollo

Explore B2B Better website and the Pipe Dream podcast 

Jason starts with the elephant in the room: yes, you can invite guests who are also potential customers, but you cannot Trojan horse them. If you bring someone on the show and pitch them live, you create a bad experience for the guest, your audience, and your reputation. The rule is simple: content-first, always. Focus on a great conversation and a genuine value exchange, then let the relationship deepen naturally over time.

Next, he breaks down where to find great guests. First: your immediate network. Start with executives, employees, customers, partners, and trusted connections, people who already know you and will say yes faster. Those first few episodes build credibility and social proof, which makes outreach to strangers dramatically easier.

Second: your CRM. Jason recommends targeting lapsed prospects accounts you haven’t engaged with in weeks or months and using the podcast as a re-engagement mechanism. If you run an ABM strategy, this is especially powerful: you can target high-fit accounts, invite the right people, and start meaningful conversations without a sales agenda.

From there, Jason walks through prospecting tools. LinkedIn Sales Navigator helps with demographic and firmographic targeting, and tools like Apollo and Clay can help you build precise guest lists at scale. But the sleeper channels are Slack communities and conference speaker lists. In industry-specific Slack groups, people don’t ignore direct notifications the way they do email or LinkedIn DMs. Jason notes content-first outreach can reach 60–70% response rates in the right communities. And conference speakers are already primed to share expertise, so their speaking topic becomes an easy hook to start the conversation.

Once you’ve built your target list, Jason outlines a two-step outreach sequence. Message one is intentionally short: introduce the show, explain why you’re reaching out to them, and ask if they’d like more details, no episode pitch, no long explanation. Message two comes after they’ve shown interest: reinforce why it’s worth their time (downloads, guest lineup, maybe even payment) and share a personalised episode angle based on their experience, proving it’s a real content opportunity, not random outreach.

00:00 - Introduction: Finding and booking dream guests

01:00 - The Trojan horse trap: content-first always

02:30 - Where to find guests: start with your network

04:00 - Mining your CRM for lapsed prospects

05:30 - Using LinkedIn, Apollo, and Clay for targeting

07:00 - Sleeper channels: Slack communities and speaker lists

09:00 - The two-message outreach sequence

11:30 - Message one: gauge interest only

12:30 - Message two: personalise and reinforce value

14:00 - How to get 60-70% response rates

Connect with Jason Bradwell on LinkedIn

Check out several tools in building guest lists:

HubSpot CRM

Clay

Apollo

Explore B2B Better website and the Pipe Dream podcast 

Gabe breaks down the playbook: hiring people who want to be on camera, building an in-house media team, running internal podcasts that never get published, and tying content performance directly to commission. This isn't theory, it's a proven system filling enterprise calendars with qualified meetings.

Jason and Gabe dive into AlleyOop's 16-year evolution from traditional outbound to organic LinkedIn content. The real insight? Gabe stopped caring about the company page and focused entirely on employee personal brands. They aggregated all employee profiles (originally 25K followers, now 1.2M) and turned their team into documentary subjects.

Employees aren't forced to post, but those who participate get full support: professional video editing, copywriting, and a content calendar. Gabe walks through hiring - candidates now submit sample social posts during interviews and how they set people up for success. They run internal podcast-style interviews, chop them into posts, send them to copywriters for frameworks, then hand them back to employees to personalise.

The feedback loop is built around incentives. Sellers get more leads (more commission). Recruiters attract more candidates (more placements, more money). Everyone's financially tied to content performance, so buy-in is organic. Gabe measures success not just by impressions, but by whether prospects recognise team members before demos, cutting 60% of the typical sales pitch.

Jason asks about the CEO fear: won't employees get poached if we build their brands? Gabe's answer: people leave anyway. AlleyOop actually built a business model around clients hiring their reps and gets paid when it happens. Companies trying to poach probably aren't investing in teams like AlleyOop does, so culture becomes retention.

Looking to 2026, Gabe's taking the human-first approach from the feed into DMs. LinkedIn's becoming the new email inbox (buried in automation), so they're building tools for real one-on-one conversations that convert faster.

If you're trying to activate your team on LinkedIn without it feeling forced, this episode is your blueprint. Gabe proves you can build a scalable, revenue-driving content engine by supporting people instead of controlling them. Whether you're in sales development, professional services, or any people-first business, these principles will transform how you think about employee advocacy.

00:00 - Introduction: BDR as a service and people-first growth

02:00 - AlleyOop's 16-year evolution and go-to-market

04:30 - Doubling down on LinkedIn content 3-4 years ago

07:00 - From 25K to 1.2M followers: the aggregation strategy

10:00 - Hiring for content: asking candidates for sample posts

13:00 - Setting employees up for success: the in-house media team

16:00 - Internal podcasts, videographers, and copywriters

19:00 - Feedback loops: 70/30 business vs personal content

22:00 - Tying content to commission: financial buy-in

25:00 - Measuring success: recognition before demos

28:00 - Overcoming the "they'll get poached" objection

31:00 - 2026 strategy: taking conversations into DMs

34:00 - Where to find Gabe and AlleyOop

Connect with Jason Bradwell on LinkedIn

Connect with Gabe Lullo on LinkedIn

Subscribe to Do Hard Things Podcast on Apple Podcasts

Visit AlleyOop’s official site

Explore B2B Better website and the Pipe Dream podcast

Charging by the hour? You're leaving money on the table. In this episode, host Jason Bradwell sits down with Jonathan Stark - author of Hourly Billing Is Nuts and host of the Ditching Hourly podcast - for a masterclass in pricing, positioning, and why daily publishing changed everything for his business.

Jonathan breaks down why hourly billing traps experts in low-profit margins, the difference between cost-plus and actual value-based pricing, and his "scope last" principle that flips traditional consulting on its head. He also shares how publishing daily helped him build a loyal audience, deepen his expertise, and turn strangers into superfans. Whether you're a solo consultant or running a B2B service business, this conversation delivers clear, actionable frameworks to work less, charge more, and stand out.

Jason and Jonathan dive straight into why hourly billing is fundamentally broken. It punishes efficiency, caps your income, and makes clients focus on time instead of outcomes. Jonathan explains the "fixed pricing trap" most consultants fall into, they think they're doing value-based pricing when they're really just doing cost-plus (estimate hours, multiply by rate, add margin). Real value-based pricing starts with understanding what success is worth to the client.

The conversation shifts to Jonathan's signature principle: scope last. Instead of leading with what you'll do, lead with the outcome the client wants and price based on that value. Only after they say yes do you figure out the most efficient way to deliver it. This requires strong positioning, becoming the only choice for a specific problem, not the cheapest option among many.

They explore how daily publishing transformed Jonathan's business. He's published something every single day for years, creating what he calls "asymmetric intimacy" his audience feels like they know him deeply even if they've never met. This built trust at scale and turned his owned media into a long-term growth engine that compounds over time.

Jonathan shares practical newsletter tactics: the capture phase (getting people on the list), writing cadence (daily works for him), and why podcasting is like building localized celebrity. They also discuss burnout risks, how AI fits in (spoiler: it's a tool, not a replacement for thinking), and Jonathan's advice for anyone launching a podcast or daily newsletter: done is better than perfect, just start.

If you're stuck in the pricing-versus-scoping cycle or charging by the hour and feeling trapped, Jonathan's frameworks will fundamentally shift how you think about your business. This isn't theory, it's battle-tested advice from someone who's helped thousands of consultants escape the hourly trap. Plus, his insights on daily publishing offer a blueprint for building trust and authority in any B2B market.

00:00 - Introduction: From developer to pricing evangelist

01:30 - Why hourly billing is broken

04:00 - The fixed pricing trap and cost-plus confusion

06:00 - What value-based pricing actually looks like

08:00 - Scope last: price outcomes, not inputs

10:00 - Positioning: become the only choice

13:00 - Daily publishing and asymmetric intimacy

16:30 - Owned media as a growth engine

20:00 - Newsletter tactics and writing cadence

23:30 - Podcasting builds localized celebrity

26:00 - Burnout, AI, and sustainability

30:00 - Advice for launching a podcast or daily list

34:00 - Done beats perfect—just start

38:00 - Final takeaways on pricing and standing out

Connect with Jason Bradwell on LinkedIn

Connect with Jonathan Stark on LinkedIn

Visit Hourly Billing Is Nuts

Visit Ditching Hourly

Explore B2B Better website and the Pipe Dream podcast

Dmitry gets brutally honest about channels - 95% of his business comes from LinkedIn. Not just frameworks and case studies, but gardening updates and dumb kid stories. Because you want to work with people you actually like. This sparks a great discussion about the line between being human and being cringey (looking at you, banana peel LinkedIn posts).

Jason throws him a hypothetical: $50K to build an audience, what do you do? Dmitry's answer: invest in brand systems. When you have templates ready, you focus on what you say, not how it looks. That's the foundation for everything else.

They circle back to AI. What are we catastrophizing? The "you wrote this with AI" police. If the work is good, it's good. The real danger? People getting lazy and outsourcing their thinking. Dmitry's mantra: never outsource your thinking. His desk is covered with notebooks because side thoughts never make it into transcripts. He comes to AI with a fully baked idea - he doesn't ask it what the story is.

They close with Dmitry shouting out Jess Cook at Vector for building a personality-led brand without a massive budget - a perfect blueprint for scrappy B2B teams.

If you're feeling pressure to create more, post more, be everywhere, this is your reality check. The future isn't volume - it's consistent quality that resonates. Whether startup or enterprise, Dmitry's principles on brand systems and intentional content will help you build smarter operations.

Expect practical advice, real talk, and a little fun along the way.

Whether you’re scaling a startup or running creative at an enterprise brand, this episode will help you build smarter, more sustainable content operations - and create marketing that actually moves people.

00:00 – Intro: Scaling creative without burnout

01:30 – What Dmitry learned running creative at HubSpot

03:00 – The rise of brand systems in B2B marketing

06:00 – Using AI to remove the busywork (not the thinking)

08:00 – Why most content fails (and what to do instead)

10:00 – How to make LinkedIn actually work for your brand

13:30 – Authenticity vs cringe: Finding your tone online

17:00 – Stop chasing impressions. Start tracking DMs.

21:00 – The forgotten power of adding a CTA to content

24:00 – How to stay creative with systems and structure

27:00 – AI fear factor: What should marketers *really* worry about?

30:00 – The antidote to lazy content in the AI age

33:00 – B2B brands and creators Dmitry admires

36:00 – Where to find Dmitry and more resources

Connect with Jason Bradwell on LinkedIn

Connect with Dmitry Shamis on LinkedIn

Visit OhSnap! agency

Visit The Brief Creative newsletter 

What's Your Process? podcast on Spotify and Apple.

More at B2B Better website and the Pipe Dream podcast

From decades advising CISOs at Gartner to launching the panel show Third Party, Jeff shares what he's learned about building trust, breaking down "terminal uniqueness," and why vendors need to collaborate on educating the market instead of competing. If you care about cutting through noise in a saturated market, this conversation is packed with insights you can actually use.

Jason and Jeff dive into why so many cybersecurity vendors fall into the trap of "terminal uniqueness" believing they're so different that they can't learn from anyone else. Jeff explains why this mindset kills effective marketing and how leading with the problem, not your product features, is the only way to break through.

They explore why CISOs won't talk to sales teams (hint: it's not personal, it's about trust) and why the cybersecurity industry desperately needs more collaboration. Jeff makes a compelling case that we're at war with ransomware networks, yet vendors refuse to talk to each other about how to educate buyers.

The conversation shifts to buyer awareness stages and where most marketing completely misses the mark. Jeff shares his framework for thinking about audiences beyond just problem-aware buyers, and why "hallway therapy" at conferences builds more trust than any keynote ever will.

Jason asks Jeff how he'd spend $100K to build an audience (not a campaign), and Jeff's answer revolves around creating spaces for real conversation, which is exactly what led him to launch Third Party, a panel show tackling cybersecurity topics with both strategic and tactical depth.

They wrap with Jeff's shoutouts to creators doing cyber content right and key takeaways for B2B marketers trying to build trust in technical markets.

Whether you're a security vendor struggling to differentiate, a CISO trying to communicate risk to the board, or a B2B marketer in any technical space, Jeff's insights on problem-first storytelling and building genuine community will transform how you think about reaching your audience. This isn't about more content, it's about better conversations.

Subscribe to catch every episode. Leave a review to help others discover the show. Share with security professionals or B2B marketers trying to break through technical noise. Follow B2B Better on LinkedIn for weekly insights.

00:00 - Introduction: Cutting through cyber noise

01:30 - Jeff's journey from Gartner to Black Kite

04:00 - Terminal uniqueness: the "we're different" trap

07:00 - Lead with problems, not product features

09:30 - Why CISOs avoid sales conversations

13:00 - We're at war: Why vendors need to collaborate

17:30 - Buyer awareness stages marketers miss

20:00 - Why competitors won't talk (and should)

24:00 - Hallway therapy beats keynotes

27:00 - The $100K audience-building question

30:00 - Launching Third Party panel show

35:00 - Strategic + tactical content together

38:00 - Cybersecurity creators doing it right

42:00 - Key takeaways for B2B marketers

Connect with Jason Bradwell on LinkedIn

Connect with Jeffrey Wheatman on LinkedIn

Visit Black Kite podcast/resource hub

Visit InfoSec World’s official site

Explore B2B Better website and the Pipe Dream podcast

Tired of AI-generated spam clogging up your inbox? So is everyone else. In this episode, host Jason Bradwell sits down with Mike Adams - founder of Intro Stars and host of The Super Connectors podcast - to talk about why the future of B2B isn't more automation, it's better relationships.

Mike shares how he's building a marketplace that turns warm introductions into real business growth, why "super connectors" are becoming the most valuable people in tech, and how any B2B company can launch their own referral program without it feeling sleazy or transactional. If you're tired of cold outreach that doesn't work and LinkedIn DMs that make you cringe, this conversation is for you.

Jason and Mike start by tackling the elephant in the room - AI-driven lead generation is failing spectacularly. Everyone's inbox is flooded with personalised-but-not-really messages that feel increasingly desperate and spammy. Mike explains why this approach is burning bridges instead of building them, and what smart B2B companies are doing instead.

They dive into the mechanics of building a warm referral program that actually works. Mike breaks down the key components: clear terms and conditions so everyone knows what they're signing up for, intro success fees that align incentives properly, and systems that make it easy for people to make quality introductions without it becoming a second job. The goal isn't to turn everyone into a salesperson - it's to create a structure where natural connectors can do what they already love doing, but with better outcomes for everyone.

Mike also unpacks what makes someone a "super connector" and why these people are becoming increasingly valuable in B2B. It's not just about having a big network - it's about being someone who genuinely enjoys bringing people together and has built enough trust that when they make an introduction, both sides pay attention. Mike's even created a super connector certification badge for people who excel at this, which is becoming a real differentiator in the market.

They explore how the "intro economy" is emerging as a counter-movement to the automation-everything trend. While AI can do a lot of things, it fundamentally can't build the kind of trust that comes from a warm introduction from someone you respect. Mike shares stories from his time at Zoom, Apple, and HP about how the best deals always came through relationships, not cold outreach.

The conversation gets really practical when Mike walks through how to structure an introductions marketplace - what incentives work, how to track success, and how to keep quality high when you're trying to scale. He's learned a lot from building Intro Stars, and he's refreshingly honest about what's worked and what hasn't.

Throughout the episode, both Jason and Mike keep coming back to a central theme: in an age where anyone can automate outreach at scale, the real competitive advantage is being genuinely human. Building relationships takes longer, but the ROI is dramatically better and the relationships actually last.

If you're a B2B marketer watching your response rates plummet while your competitors keep cranking up the automation, this conversation offers a different path forward. Mike and Jason make a compelling case that the antidote to AI spam isn't better AI - it's better relationships. Whether you're at a startup trying to get your first customers or a scale-up looking to break into enterprise, the principles Mike shares about warm introductions and super connectors can transform how you think about growth.

We discuss the evolution from inbound-led growth to the strategic introduction of outbound tactics, the challenges of balancing these approaches, and the importance of fostering a collaborative culture across teams. Whether you're a SaaS founder, a marketer, or just looking for actionable insights on scaling, this conversation is packed with value.

We also cover his view on how LinkedIn influencer marketing is evolving—and why Emir thinks it might soon face diminishing returns.

Plus, you'll hear expert advice on outbound campaigns from Rob at Sopro - from how to build and balance them against an inbound programme.

Episode Highlights

• Emir shares the origins of HockeyStack and how it identified the need to help companies understand customer conversion journeys.
• From inbound to outbound: what prompted HockeyStack to expand its marketing playbook.
• How HockeyStack integrates pipeline generation into every department and creates a company-wide mission.
• Why Emir believes influencer marketing's golden age might be nearing its end.
• Rob from Sopro breaks down the metrics that matter most in outbound campaigns.

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro. 

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer. 

Visit sopro.io/b2b-better-offer to find out more. 

Alina shares her unique approach to building a thriving company culture, harnessing employee advocacy on social media, and the bold tactics that set Chili Piper apart—like displaying real-time ROI at events.

We also explore Alina’s data-driven methods for generating qualified leads, measuring true impact beyond vanity metrics, and creating a marketing strategy with limited resources that scales sustainably.

To top it off, Vic from Sopro joins us with insights on bridging the gap between sales and marketing for seamless success.

Whether you're an entrepreneur, marketer, or just looking to understand the power of alignment and strategy, this episode is packed with actionable takeaways on driving measurable growth.

Links & Resources:

• Alina Vandenberghe on LinkedIn
• Victoria Heyward on LinkedIn

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro. 

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer. 

Visit sopro.io/b2b-better-offer to find out more. 

We discuss how unchecked assumptions can derail even the best marketing strategies and why balancing data, intuition, and critical thinking is the key to long-term success. Billy shares insights from Publicis Pro’s latest report on SMB marketing challenges and myths, while we explore real-world examples of how businesses can overcome misguided assumptions to achieve better results.

We also talk about the importance of blending quick fixes with long-term strategic thinking and how to recognize when you’re relying too heavily on assumptions in your demand-generation efforts.

This episode has actionable takeaways for any marketer or business owner looking to challenge the status quo and make smarter decisions.

Links & Resources:

• Publicis Pro’s SMB Marketing Report
• Billy Hamilton-Stent on LinkedIn

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro. 

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer. 

Visit sopro.io/b2b-better-offer to find out more. 

I was really interested in speaking with Yiuwin to unpack his journey in finding differentiation in an incredibly saturated sector - B2B marketing services. 

During this interview, he took us through his journey from a blank slate to a thriving agency, sharing his blueprint around three core pillars of growth - building the right team, implementing discipline around business development, and getting to grips with the customer journey - all while building the right systems and process to track and analyse efforts. 

If you work in a small, service-led business and are hitting a wall when it comes to growth - this is the episode for you.

—

Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 

https://sopro.io/b2b-better/

I was really interested in speaking to Frans as a fellow owner of a creative services business - and one that is so niche in its target market to boot.

How does the company differentiate from more generic, we do all things for all people, type agencies?

What are the advantages and disadvantages of being so laser-focused on a specific niche?

And when you have become the big fish in a small pond - what comes next? How do you expand in a meaningful and sustainable way?

To answer these questions, Frans shared his insights on developing a personalised email campaign targeting new geographies and how he approaches validating a prospecting ‘hypothesis’ through A/B testing.

You can visit the GETTING THE MARKET website here: https://gettingthemarket.com/

—

Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 

https://sopro.io/b2b-better/

I started my marketing career working in PR and have always been involved in it in some way or another, working both in-house and agency-side.

What has struck me over the last decade is that - particularly in B2B - there are some pretty fundamental misconceptions about what PR actually is AND how to build a programme that drives real results.

During this conversation, Xanthe and I dissect the blurring lines between earned, owned and shared media, building value and credibility through third-party endorsements, and developing a successful multi-channel strategy centred around your company founder.

You can visit the Fourth Day website here: https://www.fourthday.co.uk/

—

Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 

https://sopro.io/b2b-better/

We had a great conversation on the power of niching down in service-led businesses and its impact on their prospecting campaigns - especially when combined with low-ticket, high-impact projects to get their foot in the door with new clients.

Callum also shared the importance of multi-channel outreach, and how segmenting your audience profiles is crucial for standing out in crowded markets.

He also shared his journey at Social for Good, which involved really understanding what drives customer decision-making and then using this research to develop a value proposition that aligns with those needs.

This episode is a must-listen for service-based businesses looking to understand how focusing on their core value proposition can drive real-world commercial results.

—

Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 

https://sopro.io/b2b-better/

—

Follow Callum here - https://www.linkedin.com/in/callum-mcgranaghan/

We had a great conversation on B2B case studies - namely, how to create ones that stand out from the usual legal-has-killed-all-joy-from-this-piece-of-content crap that fills our feeds.

We also covered a topic near and dear to my heart - what can I do to convince a sceptical customer to sign off a case study? There are a bunch of different methods Joel shared, but the one that stood out to me was creating an 'anonymous' case study.

Follow Joel here - https://www.linkedin.com/in/joelklettke?originalSubdomain=ca

We had a great conversation on how marketers in niche, service-led businesses can evolve beyond relying solely on referrals and word-of-mouth to generate new business opportunities.

Nick shares how Storm & Shelter successfully developed and launched a 1:few email outreach strategy that complimented their existing marketing efforts. This was in response to the tough economic climate we find ourselves in and tougher competitive conditions. 

He also shared the secret sauce of the campaign, which involved a deep dive into branding and understanding their unique value proposition. 

I love this interview as it talks directly about solving the key challenge every small, service-based business finds itself trying to solve - generating more business at scale. 

—

Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 

https://sopro.io/b2b-better/

—

Follow Nick here - https://www.linkedin.com/in/nickstormandshelter/ 

I always say that running a successful podcast is 40% creation and 60% distribution. And if there's someone who knows anything about effectively distributing content - it's Justin Simon.

Host of the Distribution First Podcast and Founder of a consulting firm that specialises in helping B2B brands build content strategies with distribution at their core, Justin is someone I deeply respect.

So, when I listened to his recent episode on ranking the three major content distribution buckets - I had to find a way to share it with you all. It addresses the main challenges brands face in making their work visible amongst all the commodity content flooding our feeds.

In this episode, you'll learn:

• Why most companies' strategies leave their work hidden from their audience.
• Why relying solely on SEO can be limiting and the potential pitfalls that come you'll run into.
• The challenges of using rented channels like LinkedIn, Twitter, or Threads to reach your audience (and why they should be part of your distribution arsenal anyway).

If you like this episode, I highly recommend checking out Distribution First wherever you find your podcasts - Apple, Spotify, he's on them all.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We talk about Modo's approach to content marketing, specifically its play into building a media brand.

Key discussions include:

• The intersection of sales and marketing at Modo and the collaborative effort to produce customer-centric content.
• The effectiveness of video content and podcasts in storytelling and audience engagement.
• Challenges in measuring content marketing success and aligning with business objectives.
• Modo's future plans, including a rebranding effort and global expansion, while maintaining its unique position in the energy sector.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We met on stage at SaaStock in Dublin and had a fascinating conversation on the application of AI in marketing strategy.

Sure, we all know how to whip up a blog post or create an image of a duck playing the trumpet. But can artificial intelligence help us with budgeting, competitive analysis, developing strategic insights, and journey mapping?

That's what we set out to answer.

What I love about this interview is the importance Megan places on leveraging tools like Jasper to generate business-critical outcomes rather than simply tactical outputs.

If you're being asked by your C-suite to explain the role of AI in your marketing strategy in 2024, this is the episode for you.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We met on stage at SaaStock in Dublin and had a fascinating conversation on his journey to create a podcast that is listened to by tens of thousands of SaaS professionals each and every month.

Nathan's show - SaaS Interviews with CEOs, Startups and Founders - recently hit the 25 MILLION download mark over 3,300 total episodes.

It's a masterclass in consistent, high-quality execution.

We also talked at length about why getting people to disagree with you is a driver for audience growth.

He asked me before we went on to hold no punches. You tell me if you think I achieved that.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

Today, I spoke with Leslie Venetz, Founder of Sales Team Builder.

It's budgeting season, and you know what that means! Marketers across the globe are sitting down to try and figure out whether spending a six-figure sum on a booth at a trade show is still a good idea.

Especially when that booth has historically yielded little to no ROI.

There has to be a better way, right? That's what Leslie and I try to answer.

We sat down to discuss why a lot of trade show activations fail to deliver a return on investment, how to strategise for brand awareness versus pipeline generation, and why ego plays a big role in decisions around marketing spend.

This is a must-listen for anyone who is responsible for delivering a trade show activation and needs some fresh thinking on how to justify the expense.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We had a really interesting conversation on a strategy she deployed to both fund and grow a popular podcast with IT professionals by leveraging 'Marketing Development Funds' - i.e. budget she was awarded through reseller agreements to run promotional campaigns.

Lauren went right back to the start of the initiative, from how she got started, won buy-in from the C-suite, looked beyond downloads as a success metric and discovered new, unique ways of driving growth.

I also share some tips on how to capture email addresses from a brand-owned podcast (something you NEED to be thinking about if you want CFO sign-off) and how to attribute success to the medium.

Hint - it's not downloads.

This is a must-listen for anyone who wants to launch a media brand, start a podcast, or experiment with new channels but need to know how to get buy-in from the C-suite.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

Thanks to Tyler Wade for producing this episode of B2B Better. 

We talk about why the conventional marketing funnel is fundamentally broken (so stop using it) and what needs to take its place - actually talking to customers to figure out what they need and how to build a strategic plan that moves the needle. 

Gia also shares a step-by-step breakdown of her Customer-led Growth Framework, developed alongside Co-founder Claire Suellentrop, how to gather insights when actually getting a client on the phone is impossible, and what customer discovery looks like in startup versus enterprise.

This episode is a must-listen for anyone who cares about building strategies grounded in real-world insights versus following outdated frameworks or hyped-up “growth hacks”.

You can order the Forget the Funnel book here: https://www.amazon.co.uk/Forget-Funnel-Customer-Led-Predictable-Recurring-ebook/dp/B0C386KSTG 

** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

Thanks to Tyler Wade for producing this episode of B2B Better.

We talked about how to think about modern-day content marketing in B2B - from figuring out what your audience cares about (even without talking to them) to scaling a content programme on a shoestring.

Amanda also shared her thoughts on whether ChatGPT will soon drive us all out of a job.

(Hint - it won't)

This is a must-listen for anyone who cares about creating unique, differentiated content that customers actually care about.

Thanks to my friends at Sopro for sponsoring this episode. You can download their State of Prospecting 2023 report here: sopro.io/b2bbetter

***

Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We talked about the recent launch of Paddle Studios - the premier new media platform for SaaS leaders - and why it exists, how the team develops, tests and ships new ideas using a 5-step framework, and how much Netflix inspired the final product.

This is a must-listen for any B2B brands who have ever asked themselves "Should we build a media company?"

Thanks to my friends at Sopro for sponsoring this episode. You can download their State of Prospecting 2023 report here: sopro.io/b2bbetter

***

Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We talked about what category design ACTUALLY means in B2B, the eight levers to pull to build a business that is radically different, and how to think about category design against company positioning.

You can learn more about John at www.categorydesignadvisors.com

And the Christopher Lochhead article we referenced can be found here:

https://categorypirates.substack.com/p/8-category-levers-how-to-build-a

***

Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We talked about the components of an early-stage marketing strategy, how to acquire your first paying users and whether your first hire should be in-house or outsourced.

This is a must-listen for startup founders or first marketing hires stuck on where to focus time, energy and resources.

***

Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

In this episode, I take the microphone solo for an (almost) non-stop brain dump on a bunch of questions that have been asked by my podcast clients over the last few months.

What's covered:

1. How do I overcome my fear of hosting a podcast?
2. What metrics should I measure when producing a podcast?
3. Do you have a favourite podcast? What is it?
4. How do I generate customer insights from my podcast series?
5. What does an MVP podcast tech stack look like?

This is a must-listen for anyone thinking about launching a B2B podcast (or enjoy the sound of an Englishman droning on for 30 minutes).

***

Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

She recently produced SaaSOpen - a 500+ person conference in New York that brought together the best and brightest from the world of software.

We talked about why a brand would decide to host their own conference, how to develop (and protect!) a killer content programme, and what it means to deliver a 'defining moment'.

This is a must-listen for marketers responsible for putting on owned events for their company - whether it's for 10 people or 1,000.

***

I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes full end-to-end support - ideation, artwork, guest booking, scriptwriting, editing, distribution, and even hosting if needed.

If you’re interested in taking part in the initial pilot - or curious to know whether a podcast makes sense for your business - drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://calendly.com/jasonbradwell/30-minute-discovery-call?month=2023-04

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We broke down how to create a webinar programme that doesn't make your mother want to cry with boredom.

From how to structure a series to knowing what characteristics a killer host should exhibit - this is a blueprint on how to stand out from the 1,000s of terrible live video shows out there.

***

I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes full end-to-end support - ideation, artwork, guest booking, scriptwriting, editing, distribution, and even hosting if needed.

If you’re interested in taking part in the initial pilot - or curious to know whether a podcast makes sense for your business - drop me an email at jason@b2b-better.com or book a time to chat with me using this link:

https://calendly.com/jasonbradwell/30-minute-discovery-call?month=2023-04

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

We talk about why companies in 'traditional' sectors stand to gain big on the social network, the kind of content that resonates, and how to win over leadership on the idea of revealing all that goes on behind the scenes.

Plus, no episode of B2B Better is complete without insights on how a new strategy can deliver business results. Expect to hear Maria and Andrew share how they are measuring success on TikTok and the kind of results seen so far.

***

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call 

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

***

Want to watch the live recording? Here it is:

https://www.linkedin.com/events/tiktok-amasterclassfor-non-digi7021520368783798273/comments/

April has written one of my favourite business books - Obviously Awesome - which distils down the five core components of effective product positioning.

I've always wondered though - how does her methodology translate to selling services or solutions?

Well, I got the answer (and then some!) on this episode of B2B Better. We also covered why positioning is not a marketing activity and how often a company should revisit their current positioning.

***

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call 

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

***

Want $2000 off tickets to SaaSOpen in March? Use the code B2BBETTER at checkout.

https://saasopen.com/

We discussed how he launched a series of educational courses to build demand with his target ICP.

This episode of a new micro-series under the B2B Better umbrella, Breaking B2B, showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or less. 

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call 

We talk about how to build a balanced marketing strategy against revenue and brand targets, why investing in experiences is so important - even in this macroeconomic climate - and how a tiny Golden Llama statue generated thousands in revenue for his company.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

***

In this episode, I sit down with Tina Donati, direct-to-consumer and eCommerce expert, to talk about what D2C fundamentals can (and should!) be picked by B2B marketers.

We talked about unforgettable Customer Experiences.

We talked about doing Unscalabe Things.

We talked about the Founder Story.

...covering real-world examples from the consumer side of the aisle and how they can be applied to enterprise sales. 

You can follow Tina on Twitter here.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

This interview is a bit different to other episodes of B2B Better. 

More guests, more narrative, more music. More… quality (in my humble opinion)

If you are a regular listener to B2B Better it would mean the world if you could share your feedback on whether you prefer the new format or not. Just send me an email - jason@b2b-better.com

And if you’ve never listened to the podcast - this would be the episode to start. 

I’m pretty proud of it.
 

***

In this episode, I sit down with VILPE - a speciality roofing ventilation equipment manufacturer based out of Finland.

We talked about exhibiting at expensive trade shows, how to not send rubbish cold emails and... just kidding. We spoke about TikTok.

Why? Because they have built a following of 80,000 followers in under 12 months. And it's starting to yield some awe-inspiring business results. 

This is a story of rejecting the status quo in how to win new business even in traditional industries. 

We covered: 

• What are the three core principles of building a successful TikTok strategy?
• How did VILPE jump from 20k to 80k followers in eight weeks? 
• What business results have they seen? (hint - they have never had more job applications)

You can follow VILPE on TikTok here.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

You can follow Christina on Twitter here.

And on LinkedIn here.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

You can follow Sonia here.

And learn more about Atmos here. 

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

We covered a topic everybody working in technology needs to understand - developer marketing. From what personal characteristics of developers should influence your strategy to the most effective channels in reaching more technically-minded buyers, this episode is a masterclass in building trust with a hard-to-win-over audience segment.

Ronak also shares his advice for non-developer marketers who are tasked with creating technically-focussed content.

You can follow Ronak on Twitter here.

Visit his website here.

Or check out his community for developer marketers here.

Visit Savepad here.

Thanks to my friends at Remote for sponsoring this episode. Any company that helps companies unlock the global remote workforce is one worth keeping an eye on.

Check out their website here.

** This episode is sponsored by Remote. **

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

This episode is a must-listen for early-stage B2B organisations who want to know how to develop a social media strategy that cuts through the noise. 

You can follow Danielle on LinkedIn here.

Or on Twitter here.

Thanks to my friends at Remote for sponsoring this episode. Any company that helps companies unlock the global remote workforce is one worth keeping an eye on.

Check out their website here.

** This episode is sponsored by Remote. **

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

We broke down how marketers can find out where their customers are hanging out online from a cold start, the most common pitfalls around activating a new channel and how to avoid them, and the best way to handle an exec that wants you to invest in an idea that you think won't work.

This episode is a must-listen for early-stage B2B marketers looking for advice on where to spend their time, energy and resources for maximum impact. 

You can follow Breezy here.

Thanks to my friends at Remote for sponsoring this episode. Any company that helps companies unlock the global remote workforce is one worth keeping an eye on.

Check out their website here.

** This episode is sponsored by Remote. **

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

We dived into the unique marketing challenges facing an exploding sector, the role of fear in security storytelling and how to find the balance between education and entertainment.

Andra also shared what career opportunities exist in her industry for content marketers looking for a new challenge.

This episode is a must-listen for B2B professionals working in cybersecurity who need advice on how to create effective content.

You can follow Andra here.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• His step-by-step strategy in building a niche B2B community for legal teams 
• How he convinced the first members to join - and persuaded them to stay
• Why banning his sales team from the community was a great decision

This episode is a must-listen for any marketers looking for an actionable strategy to get a niche B2B community started (and showing results) quickly.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Tom here...

…visit Juro’s website here...

…and here's the article Tom wrote that inspired this episode.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• What a starter ABM campaign looks like and setting yourself up for success
• Navigating the dynamics between a joined up sales and marketing approach
• How to measure the success of an ABM campaign

This episode is a must-listen for any marketers wanting to get an ABM programme off the ground but aren't sure where to start.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Gia here: @giacatt

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• Building CFO Connect, a community for modern finance leaders, from scratch
• Ingredients needed to build and scale a successful online community
• And why the concept of community can be a HUGE competitive advantage in B2B

This episode is a must-listen for any marketers thinking about building a bespoke community for their buyers and wondering where to start.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Dominique here.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• Hubspot and why it - or a platform like it - is a MUST for early stage marketing teams
• The disadvantages of using a 'Frankenstein's monster' technology stack
• Building an air-tight lead scoring system that'll help you measure channel ROI

This episode is a must-listen for any marketers struggling with proving their value to a predominantly sales-led organisation OR looking for advice on how to sell-in Hubspot to a sceptical leadership team.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Ali here: @alischwanke

Or watch her Hubspot Hacks series here.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• What ingredients are needed to build a successful employee advocacy programme
• How to encourage sceptical employees to get excited and take part
• And the secret to building credibility in your strategy with the leadership team

We also talk about what pitfalls Claire would have told herself to look out for when she started working in employee advocacy at the start of her career.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Claire here: @claireakennedy_

Or visit her website here: https://www.claireakennedy.com/ 

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• The strategy behind launching Future of Marketing as a separate brand to Tint - and how this has helped build credibility for the newsletter 
• How Ivonne and her team have cracked the distribution code to get their work in front of as many eyeballs as possible 
• And why a focus on brand - which is more than just visuals btw - is a challenge you want to solve quickly and solve early to save yourself hassle further down the line

We also talk through Ivonne's dream marketing career in space travel.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Ivonne here: @IvonneAldazz

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• What kind of insights brands can pick up from social listening and how this can influence their marketing strategy
• Whether social listening is just for 'big' companies (it's not) and how startups can get a programme off the ground
• And how to measure success when it comes to tracking how your customers are talking about you on social media

Chi also shares a few surprising insights that she's unlocked through social listening AND some of the best tools for brands just getting started. 

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Chi here: @ChiThukral

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• Should B2B start-ups pay for PR in the early days?
• What the first 100 days of building a communications strategy should look like
• The difference between a 'trade story' and a 'New York Times' story

Michelle also shares some amazing insights the difference between reactive and proactive PR PLUS whether there's such a thing as a quick media win.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Michelle here: @PRisUS

And I highly recommend checking out her Twitter chats - #FreelanceChat and #CommProsChat

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• How small marketing teams can build a strategy that scales as the company grows
• The importance of picking the right tools and the most common mistakes to avoid as a sole marketer
• And for how long a Founder should look after marketing - and recognising when to let go

Bethan also shares wisdom on finding the right candidate for the first marketing hire within a start-up.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Bethan here: @BethanVincent

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

• Why a Founder/CEO should invest in content marketing from the get-go
• What an MVP content marketing strategy looks like  
• How to run an effective workshop to generate new content ideas
• And how Founders can set-up a content marketing programme that scales

Melanie also answers from questions from Twitter, including my favourite - what do you say  to B2B companies wanting their content to be totally professional?

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Melanie on Twitter here: @mdeziel

And her book - which is excellent - can be found here.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

You can follow all of the guests on Twitter here:

• Syed Ali - listen to a previous episode with Sy here.
• Amanda Fountain
• Jonathan Ronzio - listen to a previous episode with Jonathan here.
• Ivonne Aldaz
• Fi Shailes - listen to a previous episode with Fi here.
• Claire Kennedy
• Jason Keath

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

We talk about how B2B companies can leverage community to engage their audience and better position themselves for commercial success. We cover how to start and nurture a community AND what makes a good one.

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Christina on Twitter here: @christina_p

Or check out ContentUK here: contentUK.co

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Brianne on Twitter here: @brianne2k
Or check out her website: briannefleming.com

Click here if you want to hear more about the Trainual case study we speak about in this episode.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

This is real advice for the everyday B2B marketer who wants to be better.

You can follow Sean on Twitter here: @SeanBlanda

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

This is real advice for the everyday B2B marketer who wants to be better.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

This is real advice for the everyday B2B marketer who wants to be better.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

This is real advice for the everyday B2B marketer who wants to be better.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

And that's what we focus on in episode one of B2B Better.

I'm joined by Hermione Wright, Senior Writer and Founder, who has worked with everyone from Adobe to Siemens to Envato, to dive into how organizations can breathe life into their marketing copy, develop a consistent tone of voice, and sell this across the business as a point of differentiation.

This is real advice for the everyday B2B marketer who wants to be better.

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

When information is free and instant, what's left for B2B marketers to do? And how are the smartest companies adapting?

Each week, Jason Bradwell profiles the B2B brands that stopped competing on information and started building media that actually differentiates. Personality-driven content, opinionated points of view, and strategies that work when 'helpful content' is no longer enough.

From founders turning expertise into media empires, to marketing teams using shows as full-funnel growth engines, to sales leaders building audiences that outlive their products - these are the companies rewriting the rules in real time.

This isn't another podcast about content strategy. It's about survival, differentiation, and what actually works in the post-AI marketing landscape.

If you're a B2B marketer, founder, or GTM leader who senses the ground shifting - and you're looking for proof of what works now - this is your show.

Hosted by Jason Bradwell, founder of B2B Better, an owned media marketing agency helping B2B companies build media that matters.

New episodes... all the time.

Learn more at http://www.b2b-better.com

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call