B2B Better

In this episode of B2B Better, I sit down with Emir, the co-founder and CEO of HockeyStack, to explore the strategies that fueled the company's meteoric rise from zero to 150 customers, including industry giants like ActiveCampaign. Emir shares how HockeyStack transitioned from a product analytics tool to a powerhouse in B2B marketing, embracing pipeline generation as a company-wide mission. 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. 

In this episode of B2B Better, I sit down with Alina Vandenberghe, co-founder of Chili Piper, to dive deep into the world of B2B marketing, company culture, and how to strategically align your team for maximum impact. 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 LinkedInVictoria 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. 

In this episode of B2B Better, I'm joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, to discuss assumptions in B2B marketing. 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 ReportBilly 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. 

In this episode, I'm excited to be joined by Yiuwin Tsang, CEO of Disruptive Thinking.  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/

In this episode, I speak with Frans Swarttouw, Founder of GETTING THE MARKET 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/

In this episode, I speak with Xanthe Vaughan Williams, Co-founder of Fourth Day. 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. — 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/

In this episode, I speak with Callum McGranaghan, Director & Head of Paid Social at Social for Good.  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/

In this episode, I speak with Joel Klettke, Founder of Case Study Buddy. 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

In this episode, I speak with Nick Patterson, Co-CEO of Storm & Shelter.  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/ 

Got something special for you this week - a podcast swap! 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

Me and Neil Weaver - Content Creator and Editor at Modo Energy - I dive into the challenges and strategies of modernising marketing in industries traditionally resistant to change. 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

In this episode, I speak with Meghan Keaney Anderson, VP of Marketing at Jasper. 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

In this episode, I speak with Nathan Latka, CEO of FounderPath. 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

**Thanks to Hubspot for sponsoring this episode.** 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

In this episode, I speak with Lauren Lynch, who previously was Director of Marketing at Set Solutions, a Trace 3 company. 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. 

In this episode, I talk to Gia Laudi, Co-founder of Forget the Funnel.  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.

In this episode, I talk to Amanda Natividad, VP of Marketing at SparkToro. 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

In this episode, I talk to Andrew Davies, CMO of Paddle. 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

In this episode, I talk to John Rougeux, Partner at Category Design Advisors. 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

In this episode, I talk to Lucy Heskins, Founder of Oh Blimey. 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

Raw, authentic, slightly tired... no, this is not the description of my upcoming country album. 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: How do I overcome my fear of hosting a podcast? What metrics should I measure when producing a podcast? Do you have a favourite podcast? What is it? How do I generate customer insights from my podcast series? 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

In this episode, I talk to Danielle Messler, Head of Marketing at Founderpath. 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

In this episode, I talk to Mark Kilens, CMO of Airmeet. 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

In this episode, I talk to Maria Erikslund and Andrew Athias - two B2B marketers who collectively create content for over 110,000 construction and manufacturing enthusiasts across their brand TikTok accounts. 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/

In this episode, I talk to April Dunford, Positioning Expert. 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/

In this episode, I talk to Ramli John, Content Director at AppCues. 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 

I sit down with Kyle Lacey, CMO of Jellyfish. 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

In this episode, I talk to Jeffrey Mack, VP of Marketing at Agility. We talked about a creative direct mail ABM campaign he ran during his time at LinkedIn to 250 targeted accounts to drive new business - all inspired by Taylor Swift. This is an episode of a new micro-series under the B2B Better umbrella called Breaking B2B, which 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.comYou 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 very first episode of a new LinkedIn Live series-turned-audio-podcast, I talk to Josh Krakauer, CEO of Sculpt.We dive into everything you need to know about social selling - what it is, why it matters, and how marketers can help BDRs excel at it. Plus, we give away some actionable tips on how to start using social media to bring in new business right away. 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.comYou 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 spoke to 7 early-stage marketers to at SaaStock in Dublin. I asked each of them the same three questions. What is the scrappiest marketing activity you've ever done? How did you acquire your first 100 customers? And if you're budget got tripled tomorrow, how would you spend it?Every answer was different, highlighting just how important it is to not take generic, one-size-fits-all marketing advice you see on social media at face value. ;)This episode is a must-listen for startup marketers looking for inspiration on how to plan for 2023. And thanks to my friends, Transmission, for sponsoring this episode. Want to claim $100 of LinkedIn Ad credits for FREE? Head over here: bit.ly/b2b-betterAlso - 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.comYou 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 talk to Andrew Athias, Social Media & Digital Marketing Coordinator at Silvi Materials. We talked about his experience launching a TikTok account for the cement company that has racked up 11,500 followers and hit the elusive target of going viral.  This is an episode of a new micro-series under the B2B Better umbrella called Breaking B2B, which 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.comYou 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 talk to Ronnie Higgins, Director of Content Marketing at OpenPhone.We talk about the concept of a B2B company building a media company, why it works and why it doesn't and creating a culture of creativity. If you want to understand how to get off the hamster wheel of just producing content that no one cares about, this is the episode for you. Here's a link to the Disney diagram Ronnie mentioned:  https://www.businessinsider.com/1957-drawing-walt-disney-brilliant-strategy-2015-7?r=US&IR=T And thanks to my friends, Transmission, for sponsoring this episode. Want to claim $100 of LinkedIn Ad credits for FREE? Head over here: bit.ly/b2b-betterAlso - 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.comYou 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 talk to Amelia Sordell, Founder at Klowt Agency.We talk about how personal branding is totally different from publishing content, why businesses selling services should invest in empowering employees to think strategically about social, and what you need to get started today. If you care about how to equip your sales team with the tools they need to have customers come to them... this is a must-listen. And thanks to my friends, Transmission, for sponsoring this episode. Want to claim $100 of LinkedIn Ad credits for FREE? Head over here: bit.ly/b2b-betterAlso - 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.comYou 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 talk to Jay Acunzo, Creator of the Unthinkable podcast.Jay breaks down his step-by-step process of developing the premise for a new "show" (he's created over 15 of them for B2B brands), talks about the importance of optimising for resonance versus reach AND gives a behind-the-scenes peek into the logistics of pulling together a podcast like Unthinkable.If you care about the intersection of media and business marketing - this is a MUST listen. And thanks to my friends, Transmission, for sponsoring this episode. Want to claim $100 of LinkedIn Ad credits for FREE? Head over here: bit.ly/b2b-betterAlso - 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.comYou 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 talk to Jay Desai, Head of Marketing at Captivate Talent.We talked about how he invented a legitimate trading card game (think Pokemon) to drive 150+ qualified opportunities from an in-person event. And he did it under 5 weeks. This is the inaugural episode of a new micro-series under the B2B Better umbrella called Breaking B2B  which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or less.  You can follow Jay 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.comYou 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. 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.comAnd 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 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

Quick one before we get into the usual pleasantries…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.comAnd 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

We're doing something a little different this week and sharing an interview where I'm sitting on the other side of the microphone for once. Alex Price, Founder of FINITE and Managing Director of Digital Experience at Clarity, asked me for my hard-won wisdom on running a marketing operation through an acquisition in B2B a few years back.We talked about when and how to break the news to employees, best practices around aligning two brands across a shared vision and how marketing leaders can best work with investors. You can catch other episodes of the FINITE podcast - which is excellent btw - right 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Ross Simmonds, Founder and CEO of Foundation Marketing. Ross knows more ways to maximize the value of a single piece of content than I know how to complain about a slight deviation in temperature (which is a lot).  We dived into the skills B2B teams lack internally to distribute their content effectively, the difference between "content user fit" and "channel user fit", and how sales teams can do more with marketing material than just pumping it out on LinkedIn. Ross also shares his #1 draft pick for the upcoming NFL season. We all owe him a beer.  You can follow Ross on Twitter here.LinkedIn here.And check out Foundation Marketing 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Will Aitken, Evangelist at SalesFeed and Speaker and Subject Matter Expert at VidYard.We talk about how to set-up a CRM to work for sales, marketing and the wider business, why a self-built platform never makes sense and how to persuade people to actually use the tool in their day-to-day. This is FUNDAMENTAL stuff to running a successful B2B GTM strategy.  You can follow Will on LinkedIn here.And 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter 

In this episode, I sit down with Emily Brady, Creative Content Lead at Sweet Fish Media.We talk about how to build an employee advocacy programme that generates $300k in revenue, why TikTok is an exciting frontier for B2B marketers (that can produce results!) and how she pulled together perhaps the greatest rap video of all time. You can follow Emily on LinkedIn here.And on TikTok here.And read the article about employee advocacy we discussed 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Eric White, Founder at Revealed. We talk about Jobs-to-be-Done - a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation predictable - how it can be applied to marketing, and how it was used by a B2B sleep technology company to avoid a product launch catastrophe.  You can follow Eric on LinkedIn here.And learn more about JTBD 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Krista Morgan, General Partner at Stage.We talk about what marketing metrics Private Equity investors scrutinise while evaluating an investment, the expectations of the modern-day B2B buyer and where Krista feels B2B organisations are falling short of capitalising on a new GTM opportunity. You can follow Krista on LinkedIn here. And learn more about Stage 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Brett McGrath, VP of Marketing at The Juice.We talk about why syndication is (mostly) a waste of time, how to amp up your distribution strategy for quick results, and where one of The Juice's clients (Guru) made the switch to tackle the shifting landscape of B2B content consumption.You can follow Brett on LinkedIn and Twitter here. And learn more about The Juice 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Charbel Simon, Founder of Sprintwell.Charbel is one of those people you could listen to for hours talking about creativity, finding inspiration in unexpected places, and cross-discipline idea generation. It's amazing we packed so much content into under forty minutes. Listen to this episode if you're feeling stuck in an imagination rut. Charbel shares actionable frameworks around how to draw on a wide array of life experiences to breathe freshness into your marketing. You can follow Charbel on Twitter and LinkedIn here.Learn more about Sprintwell 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Jeremy Moser, CEO of uSERP.We talk about his recent acquisition of Wordable - a document export and publishing tool - and how he has pivoted its marketing strategy to go after a completely new ICP. Jeremy shares a few early results and breaks down a step-by-step beginner SEO strategy.  Timestamps:09:20 - Who was Wordable's ICP pre-purchase 11:25 - Who are you targeting today?13:17 - How was the product marketed pre-acquisition and how have you adapted your marketing to target the new ICP?17:25 - What channels have driven the biggest uptick in revenue since you acquired Wordable?19:14 - Can you share a step-by-step approach to building an SEO strategy from scratch?23:01 - Should you pay for backlinks? 26:50 - What's next for Wordable?28:37 - What will be the biggest change in how B2B companies market themselves over the next five years?31:20 - Who should I interview next on B2B Better?You can follow Jeremy on Twitter and LinkedIn here.And learn more about Wordable 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter 

Quick 8-minute solo episode on how ProfitWell's media-first marketing strategy contributed to its recent acquisition by Paddle to the tune of $200m smackaroos.**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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Christina Garnett, Senior Marketing Manager, Offline Community & Advocacy at Hubspot. We talk about scaling a community from startup to IPO, how to maintain engagement quality and the basic makeup of a customer advisory board that feeds company growth. Christina and I also talk about #MarketingTwitter and our thresholds for hitting that block button. Timestamps:01:44 - When do you block on Twitter?05:04 - How does community scale with a business?11:57 - What does the make up of a customer advisory board look like? 16:56 - Finding the right balance between automation and humanity. 25:08 - How can you scale a community without sacrificing quality?28:07 - Do you need dedicated managers for each micro community?31:27 - Incentivising community members to act as your champions.34:42 - Our love of hoodies.38:53 - What's one thing you can do this week to improve your community member experience? 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Sonia Baschez, Head of Marketing at Atmos. Sonia shares her story as one of the first full-time hires at the construction company and how she set about building a marketing strategy that Atmos raise a $4m Seed Round in 2020. This includes going unexpectedly viral at the start of the pandemic, leveraging the power of local media, and how to go about establishing credibility with no case studies. Timestamps:0:56 - Who are you and what do you do?2:27 - What does Atmos do?5:28 - How many cheese rooms does Atmos sell? 9:06 - What's been the biggest challenge of building a marketing department from scratch?11:59 - How did you get attention before you had case studies? 19:00 - What was your marketing strategy in preparation of securing your Seed Round? 23:00 - How did you adapt your customer acquisition strategy to target realtors? 25:00 - What will be the biggest change in marketing over the next five years?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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Sara Ott, Head of Community Experience at Hound.We talk about why community is a good hedge for B2B companies in the face of changing buyer behaviour, how to build and run an effective ambassador programme, and what a one-person marketing strategy looks like. Sara also shares her thoughts on why introverts can make some of the best community managers around.  Timestamps:01:24 - Who is Sara Ott?03:44 - How she ended up at Hound04:24 - What does Hound do?07:04 - Why so much emphasis on community?09:50 - Understanding your customer12:29 - Why is community a good hedge?17:22 - How do you decide it's the right time to invest in community?19:50 - Hound's referral programme26:38 - What is was one takeaway to improve a company's community today?30:06 - Can only extroverts be community managers?You can follow Sara on Twitter here.And you learn more about Hound 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.

In this episode, I sit down with Shaun Cole, Co-Founder and Account Director at Born Agency.He shares an excellent case study around how to pivot an idea in response to change. Working with Ecophon, a manufacturer of acoustic panels, Shaun and his colleagues delivered an internal marketing campaign focussed on boosting morale while working remotely.  Shaun also shares his experience in hiring new staff during the great resignation and what it takes to build something memorable. This episode is a must-listen for B2B marketers looking for inspiration on how to do better than boring internal communications. We covered:01:00 - Who is Shaun Cole?01:50 - How can you attract talent to an agency in today's market? 03:45 - How did you help Ecophone boost morale?13:41 - What is your creative process?17:37 - What was the most challenging part of the campaign?19:53 - Would you have done anything differently?21:20 - Can this campaign work externally?24:10 - How do you develop something memorable?28:02 - What's going to be the biggest change in how B2B companies market themselves? You can follow Shaun on LinkedIn here.And read more about the case study with Ecophon 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?And follow me on Twitter at @JasonRBradwell - all my best stuff is on Twitter.