Podcasts about b2b better

This episode is brought to you by B2B Better. Richard cut CAC by 27% by ditching billboards and investing in owned content — podcasts, videos, and customer interviews that actually moved the needle. That's exactly the kind of content engine we help B2B service businesses build. If you want a podcast that drives pipeline, not just downloads, visit b2bbetter.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, Senior Client Strategist at Vericast, 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

This episode is brought to you by B2B Better. Ross helps businesses prove that their marketing is driving revenue — and that's exactly the problem we help B2B service businesses solve with video-first podcasts. We build content systems that don't just generate attention, they generate pipeline your sales team can actually point to. Visit b2bbetter.com to see how we do it differently. 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

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

This episode is brought to you by B2B Better. We turned down SaaS clients and e-commerce brands to become the only video-first podcast agency for service-based B2B businesses. Specificity is the strategy.  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 

This episode is brought to you by B2B Better. Most owned media audits produce 50-page reports with vague recommendations and zero next steps. We give you four questions, 90 minutes, and a clear decision: kill, fix, or scale.  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 

This episode is brought to you by B2B Better. Stop sending "just checking in" emails. We build owned media systems that give your sales team actual reasons to reach out, turning podcasts into sales enablement assets that move deals forward. 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 

Most B2B companies struggle to turn marketing into measurable pipeline. At B2B Better, we build owned media systems that sales teams actually use to close deals, shortening cycles, improving reply rates, and directly influencing revenue. If you're tired of content that looks good on paper but doesn't move the business forward, visit the links in the show notes to learn how we do it differently. 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 

If your podcast has 10,000 downloads and only two sales meetings, Jason's take is blunt: you're doing everything wrong. In this solo episode of Pipe Dream, host Jason Bradwell breaks down why most B2B podcasts become expensive therapy sessions for executives who like hearing themselves talk, and more importantly, how to fix it. 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 

Level up your B2B marketing and build a brand that actually stands out: subscribe to the Pipe Dream podcast from B2B Better for narrative-driven B2B marketing strategy, media-led content ideas, and practical GTM frameworks from host Jason Bradwell. 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

If you're creating a dozen LinkedIn clips, X posts, blog articles, and email newsletters from every podcast episode because you can, this episode will change how you think about repurposing forever. In this solo episode of Pipe Dream, host Jason Bradwell breaks down why most B2B teams get content atomisation completely wrong and what to do instead. 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 

If "becoming a media company" feels like a vague buzzphrase inside your organisation, this episode gives you the real definition. In this solo episode of Pipe Dream, host Jason Bradwell breaks down what it actually means for B2B companies to adopt a media-first mindset and why it's not about chasing views or trying to be BuzzFeed. 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 

If your outbound is getting ignored, it's not your reps, it's the volume-over-value playbook. In this solo episode of Pipe Dream, host Jason Bradwell breaks down why traditional cold outreach is failing and how owned media can transform your outbound from extractive spam into contextual, value-first conversations that actually get responses. 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 

Level up your B2B marketing and build a brand that actually stands out: subscribe to the Pipe Dream podcast from B2B Better for narrative-driven B2B marketing strategy, media-led content ideas, and practical GTM frameworks from host Jason Bradwell. 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

Most B2B podcasts fail because they skip strategy and jump straight to recording. In this solo episode of Pipe Dream, host Jason Bradwell breaks down B2B Better's Podcast to Pipeline Framework, a six-step system designed to turn a podcast from a “nice content idea” into a revenue-generating GTM asset. 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 

Want to book amazing podcast guests that actually match your ICP? In this solo episode of Pipe Dream, host Jason Bradwell shares his playbook for finding and booking ideal guests without turning the interview into a thinly veiled sales pitch. 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 

B2B marketing doesn't have to mean mediocre design, generic messaging, and content no one reads. In this episode of Pipe Dream, host Jason Bradwell sits down with Dmitry Shamis - former HubSpot creative leader and founder of OhSnap!, a brand systems agency helping marketers build creative that's both scalable and standout. 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

Level up your B2B marketing and build a brand that actually stands out: subscribe to the Pipe Dream podcast from B2B Better for narrative-driven B2B marketing strategy, media-led content ideas, and practical GTM frameworks from host Jason Bradwell. 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.

The B2B marketing playbook you spent a decade perfecting just died. ChatGPT just killed it. 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

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 of Distribution First, Justin Simon sits down with Jason Bradwell from B2B Better to uncover key strategies for launching and distributing successful podcasts. From validating your podcast idea to leveraging employee networks, we've got you covered.Tune in and uncover:- Low-cost, low-effort ways to launch and validate your podcast- The importance of focusing on resonance-based metrics over reach- Tactics for aligning your podcast goals with your overall content strategy*** WHEN YOU'RE READY♻️ Distribution First Newsletter

Today's episode features a deep dive with Jim Tincher, an expert in enhancing B2B customer experiences. Prepare to be captivated by a discussion that's not just insightful but also instrumental for anyone keen on driving meaningful business growth through customer experience.Jim Tincher:Jim sees the world in a special way: through the eyes of customers. This lifelong passion for customer experience (CX), and a thirst for knowledge, led him to found his journey mapping and customer experience consulting firm, Heart of the Customer (HoC). In the years since HoC's dedicated team of CX professionals has helped companies of all sizes increase customer engagement. HoC can transform your business, help you map your customer journeys from the emotional highs to frustrating lows, and determine the metrics that matter to measure your unique customer relationships.Jim is the author of Do B2B Better and co-author of How Hard Is It to Be Your Customer?, and he also writes Heart of the Customer's popular CX blogWhy You Can't Miss This Episode:1. Discover the Underrepresented World of B2B CX: Jim shares why B2B sectors are pivotal and often overlooked, shedding light on unique challenges and opportunities.2. Key Strategies for Business Growth: Learn directly from Jim's latest book, "Do B2B Better," and discover actionable strategies that connect customer experience improvements directly to business outcomes.3. Real-World Applications and Insights: From improving customer loyalty to reducing operational costs, get a firsthand look at how top-tier companies are making significant strides by reshaping their customer experience strategies.Follow and Subscribe for More Insights:Don't miss out on future episodes that continue to explore the transformative world of customer experience. Follow the CX Goalkeeper Podcast on your favorite platform, and dive deeper into each episode to enhance your professional journey. Your feedback is invaluable to us, so please leave us a review on:- [Apple Podcasts](https://apple.co/3qYr4nh)- [Spotify](https://bit.ly/3GhCGXeCXGK)- [YouTube](https://www.youtube.com/@cxgoalkeeper)Learn more about our journey and join the community at [CX Goalkeeper](https://www.cxgoalkeeper.com/Podcast) and discover more about your host [here](https://www.cxgoalkeeper.com/Aboutme).Remember, we're not just in a B2B or B2C business—we are in a human-to-human environment. Connect, engage, and grow with us. See you in the next episode!

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/

Podcasts have been game-changing for many companies in the last few years. But how do you launch one that truly delivers value and works for your business? Join Jason Bradwell, the Founder of B2B Better agency and the host of B2B Better Podcast, and Anna Nadeina, Head of Growth at saas.group and the host of saas.unbound podcast for a live AMA where they share some hacks that make podcasts work for brands and answer your questions about launching your own! Subscribe to our channel to be the first to see the interviews that we publish twice a week - https://www.youtube.com/@saas-group Stay up to date: LinkedIn - https://www.linkedin.com/company/14790796 Twitter - https://twitter.com/SaaS_group Website - https://saas.group/

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/ 

Are you creating content but can't seem to get enough viewers? You might be wondering, how can I get more people excited about my content?In this week's episode, host Justin Simon and guest Jason Bradwell, from B2B Better, talk about smart ways to share your content by focusing specifically on podcasts. They explain why it's important to start with a few episodes and tell your audience clearly what to expect. Jason tells us how you can make your podcast interesting to your listeners by really understanding who they are. Justin reminds us that it's not about how many listeners you have but whether you're reaching the right ones. You'll learn why having friends and co-workers spread the word can be a big help.Here are the top gems from Jason1. Define your “why”What is the purpose of your podcast and how will it align with business goals?Thought leadership?Brand-building?Lead gen?Get clear on your objectives first. Then start creating.2. Put your audience firstUncover the biggest problems your customers face and position your content as the solution.Hook listeners right away by making the premise relevant to them.3. Involve stakeholders across your organization early onGet input from Marketing, Sales, Customer Success, and others to help shape content and leverage the content across initiatives.Your clips be shared on social media, used in sales sequences, or turned into marketing newsletters.Steal Jason's blueprint for launching content that resonates.If you like distribution and repurposing playbooks, you'll love my weekly newsletter (it's free). Join 2,500+ subscribers here: https://news.justinsimon.co/ ***CONNECT

I've got something special for you this week - a podcast swap!This show is about helping you level up your marketing with a modern approach, and I'm pumped to swap feeds with Jason over at B2B Better. Jason's show exists to help complex businesses understand and execute a modern-day marketing strategy - and how marketing can contribute to cold, hard revenue.You also know this show is all about distribution, so when I listened to his episode with Ross Simmonds I knew I had to share it with you all too. Ross is a friend of the show and he doesn't disappoint. I think you're going to like this one. If you like distribution and repurposing playbooks, you'll love my weekly newsletter (it's free). Join 2,300+ subscribers here: https://news.justinsimon.co/ In this episode, Jason sits down with Ross to dive 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.***CONNECT

We kick of series 12 of the CX superheroes podcast series with an industry legend. There can be few people in CX you'd want to spend time with more than Jim Tincher. We were delighted when Jim agreed to be a featured author in the Lexden CX Book Club and share the 'making of' Do B2B Better. This is a book which captures Jim's learnings which he's comfortable enough to point out include failures and successes. In fact, in the discussion it becomes clear it is earlier failures (or lessons) which have informed the later and more frequent successes. There are few books dedciated to the art of B2B CX, and as a global b2b CX practitioner himself, host Christopher Brooks is able to have an informed and interrogative discussion on the topic.Whilst there are few book spoilers in here, the narrative does keep close to the book and Jim's influences and inspiration for it.  Jim might also be the nicest guy in CX. Find out for yourself why he's such a positive energy to be around. 

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.

► Why podcasting should be considered for ABM (Account Based Marketing) ✔ Jason Bradwell is Host of B2B Better Podcast and Founder or B2B Better

In this episode of Confessions of a B2B Marketer, I'm joined by Jason Bradwell of B2B Better. We get Jason to share his experience in the field and discuss lead generation strategies for large enterprise B2B companies (e.g. apparently lead gen is not dead!). He explains how to combine podcasting, trade publication relationships, and employee advocacy for extreme pipeline growth.

B2B organizations can be separated into two camps. Those born in the digital age and the others... These two camps approach marketing in different ways and, says Jason Bradwell, Founder of B2B Better – for the second group, there's a need to evolve or they will become extinct. Jason joins host Amy Woods on this episode of the B2B Content Strategist podcast to talk about helping companies rethink the status quo when it comes to their marketing strategies. They also discuss the best ways to make your content stand out from the crowd, how to streamline and optimize content, the results of integrating AI into daily processes, and lots more. Our host, Amy Woods, is the CEO and founder of Content 10x, the world's first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses. Find out about: Why it's important to rethink marketing in a digital age Systems and processes to support consistent content output How to stand out in a sea of sameness Important Links & Mentions Jason on LinkedIn https://www.linkedin.com/in/jasonbradwell/ B2B Better Podcast https://www.linkedin.com/company/b2b-better-podcast/ Karaoke on LinkedIn https://www.linkedin.com/company/hellokaraoke/about/ Content 10x: https://www.content10x.com/

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 

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 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 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

With Clients like DOW, Hagerty, and UKG, Jim Tincher, CCXP, Founder and CEO of Heart of the Customer, LLC, knows How to “Do B2B Better: Drive Growth Through Game-Changing Customer Experience.” That's also the title of his new book.Tincher talks about the “Emotional Northstar,” (it's real), the value of the right survey, and how confidence is the key to maintaining and growing the B2B customer. You'll be mesmerized by how he tied this all up in our brief time together. One of the many tips he shares is for CX leaders and managers to spend a few minutes, (I'm sure more), building their relationship with Finance. Now that's a collaboration we can all believe in. Through his unique surveying, Tincher can show how building loyalty is just above new prospecting. Face it, we all know Finance is about the “facts, please.” You'll get plenty of those here.Website: https://www.HeartoftheCustomer.comConnect with Jim:https://www.linkedin.com/in/jimtincher/

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.

Jason Bradwell is a podcast host for B2B Better. He is a full-time B2B marketing director with over a decade of experience and writes a fantastic weekly newsletter called B2B Bite. In his words, he shares: What it's like running a podcast and newsletter Tips to make marketing better Why brands should invest in social and community Read the transcript here. --- Send in a voice message: https://anchor.fm/thefutureofmktg/message

Jason Bradwell returns to the podcast to explore the disconnect and erosion between sales and marketing. Making B2B marketing less boring is Jason's goal as the host of the podcast "B2B Better" and the creator of the "B2B Bite” newsletter. To provide the best possible customer experience, sales and marketing teams must collaborate rather than compete. 0:00 Introduction 1:10 Conversation with Jason 2:08 Topic of conversation 8:55 Real life example 11:10 Why outdated marketing persists 18:00 Revenue teams 21:40 Role of marketer 25:10 Information sharing 28:19 Connect with Jason 29:11 Outro Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jason: | LinkedIn | Twitter | Newsletter | Podcast Follow Brett:| Twitter | LinkedIn | Creator Page 

In This Episode…In this week's PR 360, we talk with Jason Bradwell about audits, formulas, tea, content, social media, and the transparency culture. A little about Jason: Jason Bradwell is on a mission to prove that B2B marketing doesn't have to be boring. With over a decade of experience working at private equity-backed and bootstrapped brands, he has built marketing functions from the ground up that have led to multi-million-dollar exits. Jason hosts B2B Better, a podcast on how companies can use marketing to navigate significant moments of change, and writes a weekly newsletter that helps early-stage companies build modern-day strategies. Show Notes· [01:42] Are you a coffee or tea drinker?· [02:38] Can you summarize your expertise?· [03:42] How has “transparency culture” affected the B2B industry?· [05:29] Are B2B companies doing more PR and marketing?· [07:56] Are there any common mistakes PR pros make for B2B?· [09:19] Is short-form content popular because of short attention spans?· [10:14] How long does it take for testing with a new client?· [13:20] How do PR pros go about staying the course when management does not see the vision?· [14:55] Do you have any formulas for marketing?· [20:14] How do you conduct a proper audit?· [22:03] How has social media affected B2B in the last few years?· [23:32] Is LinkedIn more important for B2B companies?· [25:16] Is there any content that B2B PR pros overlook?· [26:57] How will B2B change in the next five years?· [29:21] Fun question: What is one tool you would like to create for B2B PR pros?· [30:31] Final thoughtsPeople and Companies, We Mentioned in the Show· Jason Bradwell was our guest today.Episode Length: 31:22Thanks so much for tuning in. Join us again next week for another episode!Download Options· Listen and subscribe to Apple Podcasts, Spotify, Google Podcast, or your favorite podcast player for free!· If you enjoyed this episode, leave us a review!Contact Us!● If you want to get involved, leave us a comment!● Follow us on Facebook, Twitter, Instagram, and LinkedIn! Thanks for listening! See acast.com/privacy for privacy and opt-out information.

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 

Diane Wiredu is the founder of Lion Words, a Messaging Strategist and Conversion Copywriter. She speaks regularly on virtual stages and has been featured on B2B Better, Wynter Games, Lead Gen Lift Off Summit and The Marketing Meetup.In this episode, we talked about product message fit, why it's crucial and how to get your messaging right. Diane also shared her proven framework when working on messaging strategy and her controversial view on why buyer personas are dead.Dianne also answered questions from the community:Mari Paseva: How do you fit branding into the Product-Message-fit equation?Adam Kirsch: With fewer people talking about B2B SaaS products online compared to B2C products (think amazon, yelp reviews etc) what are her go-to places for finding the juicy VoC we need for creating compelling messaging when writing for our clients?Eden Bidani: what does she think about category creation as part of messaging strategy - when should companies do it, and when shouldn't they?Suri Jerusalem: Work life balance hacks, how to shut that creative brain off when it's time to play, how to schedule projects so life still fits in?Links in the episode:https://www.linkedin.com/in/dianewiredu/http://lionwords.comIf you learned something new today, we would appreciate it if you can leave us a review on your favorite podcast platform.

In this episode, I sit down with... myself.That's right. In a once-in-a-blue-moon recording of B2B Better, I fly solo in sharing some hard-won wisdom on how B2B marketers can run webinars that don't suck. This is real advice for the everyday B2B marketer who wants to be better.Also 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.

Jason Bradwell, creator of newsletter “B2B Bite” and podcast “B2B Better,” is on a mission to make B2B marketing less boring. Jason is against outdated and ineffective marketing that relies on vanity metrics and collecting as many emails as possible. Rather, marketers should focus on creating killer content and building trust-worthy relationships. 0:00 Intro 1:16 Conversation with Jason 2:30 Twitter 6:35 Ethos on marketing 9:00 Quality over quantity 13:00 Setting tangible goals 16:00 Jason's podcast and newsletter 21:02 Time for change 25:30 Trust and instincts 30:20 Employee advocacy 36:15 OutroJoin The JuiceFollow Jason | Twitter | LinkedIn | Newsletter | Podcast Follow Brett:| Twitter | LinkedIn    

On today's episode, we dive into all things sports, theatre and podcasting with the amazing Jason Bradwell, Sr. Director of Marketing at Deltatre. As Jason says, the company "is the best kept secret in sports broadcasting.”  While Deltatre is fascinating in its own right, the success story we discussed was even more so—how to leverage a podcast to generate social proof, credibility and trust with potential customers, in industries where customers aren't terribly eager to provide/approve case studies. Jason and his team launched a podcast last year called Field to Fan, which has allowed them to get in front of 4 - 5 clients that had gone cold prior to then.   What you'll learn in this episode: A podcast isn't meant to be a sneaky play to get a customer to talk about your product, but it can happen naturally if there is no pressure. How to set measurement targets and benchmarks for your podcast. How to sell the ideas of starting a podcast to leadership. Why Jason believes every marketer should take an improv class. How to create a podcast on a shoe-string budget. How to repurpose podcast episode content. The two key functions of marketing—demand generation and brand building—and how they (should) play together. Jason's recommendations for company sponsored podcasts: Make sure you allow your customers (and other guests) to review the final episode content before pushing it live, to ensure that they are happy with what is going out there. Choose how you will measure the impact of your podcast. HINT: it doesn't need to be listenership and downloads unless your goal is to compete with media companies. Consider whether launching a podcast will make you a “big fish in a small pond” in terms of competing with competitors. Start small—don't worry about a professional studio or hiring a professional host. Don't over-prepare. It's ok to have a guideline, but focus on having real conversations rather than forcing it down the path you planned to take. Share the podcast with your sales team so they can share it with their networks. Focus on building real relationships with your guests. You'll need to listen to the full episode if you want to hear the Lightning Round, but here are a few highlights: Jason doesn't know his blood type… and apparently neither does Mike! Jason is very excited in testing out Clubhouse or Twitter Spaces this year for B2B marketing. Don't use the phrase “move the needle” around Jason... Proofpoint's POV:We at Proofpoint are obviously very much in support of podcasts as a viable marketing channel. We've launched two podcasts: this one and another show called Mixing Business with Pleasure (currently on hiatus). We've met some amazing people through podcasting. Some of our guests have turned into amazing friendships and connections, while others have turned into real business opportunities. But the most important part is how it's allowed us to create a content engine. You may come across some that will tell you that they only way to measure a company podcast is by the number of business conversations generated. We strongly disagree, for two reasons: Most people have caught on to this trick and are wary of the “podcast sales pitch." By doing this you are potentially creating an incentive for mediocre content, which won't help you across all the other channels you could leverage this content on. Sure, you can focus on building a niche audience that is in your ICP, but many people mistake that to mean you should only invite guests onto your show that are directly in that ICP. Your ICP cares about more than just listening to their peers, and you have an opportunity to facilitate that. If you're creating great content, you'll foster better relationships with your guests and listeners in the long run. Speaking of great content… in this episode Jason provides many great suggestions on how to repurpose your episode content, and there are a few in particular we want to highlight and add: Providing podcast content as assets to your sales team. Not only the full episodes, but also the micro-clips and potentially blog recaps. Creating a blog summary, though simply providing a transcript won't be enough to have any impact on SEO, and likely isn't enticing enough for someone to read unless they know the person on your show or have immense interest in the topic being discussed. We recommend  a recap style format like this one. While it does take longer (about an hour for each of our episodes) it's well worth it. Focus on the micro-content. You and your team will likely have significantly more reach on social media than you will via the podcast directories—and people on social media have short attention spans. Prioritize 2-3 short-clips from your recordings in the form of video or audiograms.  Now for the fun part—measurement—how do you measure whether your B2B podcast is successful? There are several quantitative and qualitative indicators we recommend: Are the right people (people in your ICP) engaging with the content on social media? Is your sales team leveraging podcast content assets in their outreach? Is it helping them have more conversations? Is your sales team using the podcast guest invite as a way to start conversations with prospects? Are you seeing increased brand search traffic after the podcast launches? Are prospects mentioning the podcast in their lead submission forms or on sales calls?  If this episode does anything for you, it should give you the permission and tools to start creating your own podcast. Get started and let us know how it goes! We're happy to connect if you have any questions along the way. A bit more about Jason:Jason has over a decade developing strategies for everything from niche consultancy firms to enterprise technology businesses. He believes B2B marketing is broken and is on a mission to fix it. Jason shares some of his learnings on how to do better marketing in his weekly newsletter, The B2B Bite, and interviews other amazing audience builders on his podcast, B2B Better.  Helpful Links & Resources: Jason''s LinkedIn Profile: https://www.linkedin.com/in/jason-bradwell-40b45751/ Jason's podcast: https://b2b-better.buzzsprout.com/ Jason's newsletter: https://b2bbite.substack.com/ Connect with Mike & Gaby at Proofpoint: Mike's LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/ Gaby's LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/ LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llc Proofpoint YouTube Channel: http://bit.ly/ProofpointonYouTube Proofpoint Website: www.proofpoint.marketing

On today's episode, we dive into all things sports, theatre and podcasting with the amazing Jason Bradwell, Sr. Director of Marketing at Deltatre. As Jason says, the company "is the best kept secret in sports broadcasting.”  While Deltatre is fascinating in its own right, the success story we discussed was even more so—how to leverage a podcast to generate social proof, credibility and trust with potential customers, in industries where customers aren't terribly eager to provide/approve case studies. Jason and his team launched a podcast last year called Field to Fan, which has allowed them to get in front of 4 - 5 clients that had gone cold prior to then.   What you'll learn in this episode: A podcast isn't meant to be a sneaky play to get a customer to talk about your product, but it can happen naturally if there is no pressure. How to set measurement targets and benchmarks for your podcast. How to sell the ideas of starting a podcast to leadership. Why Jason believes every marketer should take an improv class. How to create a podcast on a shoe-string budget. How to repurpose podcast episode content. The two key functions of marketing—demand generation and brand building—and how they (should) play together. Jason's recommendations for company sponsored podcasts: Make sure you allow your customers (and other guests) to review the final episode content before pushing it live, to ensure that they are happy with what is going out there. Choose how you will measure the impact of your podcast. HINT: it doesn't need to be listenership and downloads unless your goal is to compete with media companies. Consider whether launching a podcast will make you a “big fish in a small pond” in terms of competing with competitors. Start small—don't worry about a professional studio or hiring a professional host. Don't over-prepare. It's ok to have a guideline, but focus on having real conversations rather than forcing it down the path you planned to take. Share the podcast with your sales team so they can share it with their networks. Focus on building real relationships with your guests. You'll need to listen to the full episode if you want to hear the Lightning Round, but here are a few highlights: Jason doesn't know his blood type… and apparently neither does Mike! Jason is very excited in testing out Clubhouse or Twitter Spaces this year for B2B marketing. Don't use the phrase “move the needle” around Jason... Proofpoint's POV:We at Proofpoint are obviously very much in support of podcasts as a viable marketing channel. We've launched two podcasts: this one and another show called Mixing Business with Pleasure (currently on hiatus). We've met some amazing people through podcasting. Some of our guests have turned into amazing friendships and connections, while others have turned into real business opportunities. But the most important part is how it's allowed us to create a content engine. You may come across some that will tell you that they only way to measure a company podcast is by the number of business conversations generated. We strongly disagree, for two reasons: Most people have caught on to this trick and are wary of the “podcast sales pitch." By doing this you are potentially creating an incentive for mediocre content, which won't help you across all the other channels you could leverage this content on. Sure, you can focus on building a niche audience that is in your ICP, but many people mistake that to mean you should only invite guests onto your show that are directly in that ICP. Your ICP cares about more than just listening to their peers, and you have an opportunity to facilitate that. If you're creating great content, you'll foster better relationships with your guests and listeners in the long run. Speaking of great content… in this episode Jason provides many great suggestions on how to repurpose your episode content, and there are a few in particular we want to highlight and add: Providing podcast content as assets to your sales team. Not only the full episodes, but also the micro-clips and potentially blog recaps. Creating a blog summary, though simply providing a transcript won't be enough to have any impact on SEO, and likely isn't enticing enough for someone to read unless they know the person on your show or have immense interest in the topic being discussed. We recommend  a recap style format like this one. While it does take longer (about an hour for each of our episodes) it's well worth it. Focus on the micro-content. You and your team will likely have significantly more reach on social media than you will via the podcast directories—and people on social media have short attention spans. Prioritize 2-3 short-clips from your recordings in the form of video or audiograms.  Now for the fun part—measurement—how do you measure whether your B2B podcast is successful? There are several quantitative and qualitative indicators we recommend: Are the right people (people in your ICP) engaging with the content on social media? Is your sales team leveraging podcast content assets in their outreach? Is it helping them have more conversations? Is your sales team using the podcast guest invite as a way to start conversations with prospects? Are you seeing increased brand search traffic after the podcast launches? Are prospects mentioning the podcast in their lead submission forms or on sales calls?  If this episode does anything for you, it should give you the permission and tools to start creating your own podcast. Get started and let us know how it goes! We're happy to connect if you have any questions along the way. A bit more about Jason:Jason has over a decade developing strategies for everything from niche consultancy firms to enterprise technology businesses. He believes B2B marketing is broken and is on a mission to fix it. Jason shares some of his learnings on how to do better marketing in his weekly newsletter, The B2B Bite, and interviews other amazing audience builders on his podcast, B2B Better.  Helpful Links & Resources: Jason''s LinkedIn Profile: https://www.linkedin.com/in/jason-bradwell-40b45751/ Jason's podcast: https://b2b-better.buzzsprout.com/ Jason's newsletter: https://b2bbite.substack.com/ Connect with Mike & Gaby at Proofpoint: Mike's LinkedIn Profile: https://www.linkedin.com/in/mikegrinberg/ Gaby's LinkedIn Profile: https://www.linkedin.com/in/gabriellaisrael/ LinkedIn Company Profile: https://www.linkedin.com/company/proofpoint-marketing-llc Proofpoint YouTube Channel: http://bit.ly/ProofpointonYouTube Proofpoint Website: www.proofpoint.marketing

In this second episode with Thibaut Briere (actually one single recording but Thibaut had a lot to share!), we are focusing on the Asian market, its complexity and how crucial it is to test this market. How, will you ask! Thibaut advises to build your website with a different landing page for each country. This way, you can test your messaging per country… He also explains how to use Facebook ads and LinkedIn. Another episode full of concrete tips! What is important is to learn about your market while according to him, the future of marketing will be driven by a s”ocial media fatigue”; COVID and digitalisation have seen an increasing traffic on social medias but without actions taken by users. As a result, the cost of ads has decreased but their efficiency as well! For Thibaut, it's not enough to publish, you need quality content with a proper branding and messaging; “there is no shortcut in marketing”. To contact Thibaut: https://www.linkedin.com/in/thibautbriere/   Become a member of the Startup&angels community (free) >> https://startupsandangels.ramenlife.co/home and build your network, find your investor, meet your co-founder, share with your peers, connect with customers and make things happen! This podcast is sponsored by Australiance, your recruitment and business partner in APAC.   Like Marketing? Listen to Jason Bradwell's podcast "B2B Better" where he interviews marketing experts and shares actionable advice on strategy, content, digital, communications & more...: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS84MTEzNTIucnNz?sa=X&ved=0CAMQ4aUDahcKEwiY7bHj5ZvvAhUAAAAAHQAAAAAQAg   Podcast production: Sophie Champagne Linkedin: https://www.linkedin.com/in/sophie-champagne-63a89351/    See omnystudio.com/listener for privacy information.

In this second episode with Thibaut Briere (actually one single recording but Thibaut had a lot to share!), we are focusing on the Asian market, its complexity and how crucial it is to test this market. How, will you ask! Thibaut advises to build your website with a different landing page for each country. This way, you can test your messaging per country… He also explains how to use Facebook ads and LinkedIn. Another episode full of concrete tips! What is important is to learn about your market while according to him, the future of marketing will be driven by a s”ocial media fatigue”; COVID and digitalisation have seen an increasing traffic on social medias but without actions taken by users. As a result, the cost of ads has decreased but their efficiency as well! For Thibaut, it’s not enough to publish, you need quality content with a proper branding and messaging; “there is no shortcut in marketing”. To contact Thibaut: https://www.linkedin.com/in/thibautbriere/   Become a member of the Startup&angels community (free) >> https://startupsandangels.ramenlife.co/home and build your network, find your investor, meet your co-founder, share with your peers, connect with customers and make things happen! This podcast is sponsored by Australiance, your recruitment and business partner in APAC.   Like Marketing? Listen to Jason Bradwell's podcast "B2B Better" where he interviews marketing experts and shares actionable advice on strategy, content, digital, communications & more...: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS84MTEzNTIucnNz?sa=X&ved=0CAMQ4aUDahcKEwiY7bHj5ZvvAhUAAAAAHQAAAAAQAg   Podcast production: Sophie Champagne Linkedin: https://www.linkedin.com/in/sophie-champagne-63a89351/    See omnystudio.com/listener for privacy information.

Who doesn't love a full circle moment? Sit down with my special guest and former colleague — Georgia Mayer — and I as we discuss: Her amazingly photogenic pup, named Finn Overcoming imposter syndrome Developing the ability to identify and combat burnout and so much more. Join us on this windy Sunday morning, and settle in for some self care.