B2B Better

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. You can visit the Fourth Day website here: https://www.fourthday.co.uk/ — Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. https://sopro.io/b2b-better/

In this episode, I speak with Callum McGranaghan, Director & Head of Paid Social at Social for Good. We had a great conversation on the power of niching down in service-led businesses and its impact on their prospecting campaigns - especially when combined with low-ticket, high-impact projects to get their foot in the door with new clients. Callum also shared the importance of multi-channel outreach, and how segmenting your audience profiles is crucial for standing out in crowded markets. He also shared his journey at Social for Good, which involved really understanding what drives customer decision-making and then using this research to develop a value proposition that aligns with those needs. This episode is a must-listen for service-based businesses looking to understand how focusing on their core value proposition can drive real-world commercial results. — Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. https://sopro.io/b2b-better/ — Follow Callum here - https://www.linkedin.com/in/callum-mcgranaghan/

In this episode, I speak with Joel Klettke, Founder of Case Study Buddy. We had a great conversation on B2B case studies - namely, how to create ones that stand out from the usual legal-has-killed-all-joy-from-this-piece-of-content crap that fills our feeds. We also covered a topic near and dear to my heart - what can I do to convince a sceptical customer to sign off a case study? There are a bunch of different methods Joel shared, but the one that stood out to me was creating an 'anonymous' case study. Follow Joel here - https://www.linkedin.com/in/joelklettke?originalSubdomain=ca

In this episode, I speak with Nick Patterson, Co-CEO of Storm & Shelter. We had a great conversation on how marketers in niche, service-led businesses can evolve beyond relying solely on referrals and word-of-mouth to generate new business opportunities. Nick shares how Storm & Shelter successfully developed and launched a 1:few email outreach strategy that complimented their existing marketing efforts. This was in response to the tough economic climate we find ourselves in and tougher competitive conditions. He also shared the secret sauce of the campaign, which involved a deep dive into branding and understanding their unique value proposition. I love this interview as it talks directly about solving the key challenge every small, service-based business finds itself trying to solve - generating more business at scale. — Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. https://sopro.io/b2b-better/ — Follow Nick here - https://www.linkedin.com/in/nickstormandshelter/

Got something special for you this week - a podcast swap! I always say that running a successful podcast is 40% creation and 60% distribution. And if there's someone who knows anything about effectively distributing content - it's Justin Simon. Host of the Distribution First Podcast and Founder of a consulting firm that specialises in helping B2B brands build content strategies with distribution at their core, Justin is someone I deeply respect. So, when I listened to his recent episode on ranking the three major content distribution buckets - I had to find a way to share it with you all. It addresses the main challenges brands face in making their work visible amongst all the commodity content flooding our feeds. In this episode, you'll learn: If you like this episode, I highly recommend checking out Distribution First wherever you find your podcasts - Apple, Spotify, he's on them all. ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

Me and Neil Weaver - Content Creator and Editor at Modo Energy - dive into the challenges and strategies of modernising marketing in industries traditionally resistant to change. We talk about Modo's approach to content marketing, specifically its play into building a media brand. Key discussions include: ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I speak with Meghan Keaney Anderson, VP of Marketing at Jasper. We met on stage at SaaStock in Dublin and had a fascinating conversation on the application of AI in marketing strategy. Sure, we all know how to whip up a blog post or create an image of a duck playing the trumpet. But can artificial intelligence help us with budgeting, competitive analysis, developing strategic insights, and journey mapping? That's what we set out to answer. What I love about this interview is the importance Megan places on leveraging tools like Jasper to generate business-critical outcomes rather than simply tactical outputs. If you're being asked by your C-suite to explain the role of AI in your marketing strategy in 2024, this is the episode for you. ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I speak with Nathan Latka, CEO of FounderPath. We met on stage at SaaStock in Dublin and had a fascinating conversation on his journey to create a podcast that is listened to by tens of thousands of SaaS professionals each and every month. Nathan's show - SaaS Interviews with CEOs, Startups and Founders - recently hit the 25 MILLION download mark over 3,300 total episodes. It's a masterclass in consistent, high-quality execution. We also talked at length about why getting people to disagree with you is a driver for audience growth. He asked me before we went on to hold no punches. You tell me if you think I achieved that. ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

**Thanks to Hubspot for sponsoring this episode.** Today, I spoke with Leslie Venetz, Founder of Sales Team Builder. It's budgeting season, and you know what that means! Marketers across the globe are sitting down to try and figure out whether spending a six-figure sum on a booth at a trade show is still a good idea. Especially when that booth has historically yielded little to no ROI. There has to be a better way, right? That's what Leslie and I try to answer. We sat down to discuss why a lot of trade show activations fail to deliver a return on investment, how to strategise for brand awareness versus pipeline generation, and why ego plays a big role in decisions around marketing spend. This is a must-listen for anyone who is responsible for delivering a trade show activation and needs some fresh thinking on how to justify the expense. ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I speak with Lauren Lynch, who previously was Director of Marketing at Set Solutions, a Trace 3 company. We had a really interesting conversation on a strategy she deployed to both fund and grow a popular podcast with IT professionals by leveraging 'Marketing Development Funds' - i.e. budget she was awarded through reseller agreements to run promotional campaigns. Lauren went right back to the start of the initiative, from how she got started, won buy-in from the C-suite, looked beyond downloads as a success metric and discovered new, unique ways of driving growth. I also share some tips on how to capture email addresses from a brand-owned podcast (something you NEED to be thinking about if you want CFO sign-off) and how to attribute success to the medium. Hint - it's not downloads. This is a must-listen for anyone who wants to launch a media brand, start a podcast, or experiment with new channels but need to know how to get buy-in from the C-suite. ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell Thanks to Tyler Wade for producing this episode of B2B Better.

In this episode, I talk to Georgiana Laudi, Co-founder of Forget the Funnel. We talk about why the conventional marketing funnel is fundamentally broken (so stop using it) and what needs to take its place - actually talking to customers to figure out what they need and how to build a strategic plan that moves the needle. Gia also shares a step-by-step breakdown of her Customer-led Growth Framework, developed alongside Co-founder Claire Suellentrop, how to gather insights when actually getting a client on the phone is impossible, and what customer discovery looks like in startup versus enterprise. This episode is a must-listen for anyone who cares about building strategies grounded in real-world insights versus following outdated frameworks or hyped-up “growth hacks”. You can order the Forget the Funnel book here: https://www.amazon.co.uk/Forget-Funnel-Customer-Led-Predictable-Recurring-ebook/dp/B0C386KSTG ** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell Thanks to Tyler Wade for producing this episode of B2B Better.

In this episode, I talk to Amanda Natividad, VP of Marketing at SparkToro. We talked about how to think about modern-day content marketing in B2B - from figuring out what your audience cares about (even without talking to them) to scaling a content programme on a shoestring. Amanda also shared her thoughts on whether ChatGPT will soon drive us all out of a job. (Hint - it won't) This is a must-listen for anyone who cares about creating unique, differentiated content that customers actually care about. Thanks to my friends at Sopro for sponsoring this episode. You can download their State of Prospecting 2023 report here: sopro.io/b2bbetter *** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I talk to Andrew Davies, CMO of Paddle. We talked about the recent launch of Paddle Studios - the premier new media platform for SaaS leaders - and why it exists, how the team develops, tests and ships new ideas using a 5-step framework, and how much Netflix inspired the final product. This is a must-listen for any B2B brands who have ever asked themselves "Should we build a media company?" Thanks to my friends at Sopro for sponsoring this episode. You can download their State of Prospecting 2023 report here: sopro.io/b2bbetter *** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I talk to John Rougeux, Partner at Category Design Advisors. We talked about what category design ACTUALLY means in B2B, the eight levers to pull to build a business that is radically different, and how to think about category design against company positioning. You can learn more about John at www.categorydesignadvisors.com And the Christopher Lochhead article we referenced can be found here: https://categorypirates.substack.com/p/8-category-levers-how-to-build-a *** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I talk to Lucy Heskins, Founder of Oh Blimey. We talked about the components of an early-stage marketing strategy, how to acquire your first paying users and whether your first hire should be in-house or outsourced. This is a must-listen for startup founders or first marketing hires stuck on where to focus time, energy and resources. *** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

Raw, authentic, slightly tired... no, this is not the description of my upcoming country album. In this episode, I take the microphone solo for an (almost) non-stop brain dump on a bunch of questions that have been asked by my podcast clients over the last few months. What's covered: This is a must-listen for anyone thinking about launching a B2B podcast (or enjoy the sound of an Englishman droning on for 30 minutes). *** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I talk to Danielle Messler, Head of Marketing at Founderpath. She recently produced SaaSOpen - a 500+ person conference in New York that brought together the best and brightest from the world of software. We talked about why a brand would decide to host their own conference, how to develop (and protect!) a killer content programme, and what it means to deliver a 'defining moment'. This is a must-listen for marketers responsible for putting on owned events for their company - whether it's for 10 people or 1,000. *** I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes full end-to-end support - ideation, artwork, guest booking, scriptwriting, editing, distribution, and even hosting if needed. If you’re interested in taking part in the initial pilot - or curious to know whether a podcast makes sense for your business - drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://calendly.com/jasonbradwell/30-minute-discovery-call?month=2023-04 You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

In this episode, I talk to Mark Kilens, CMO of Airmeet. We broke down how to create a webinar programme that doesn't make your mother want to cry with boredom. From how to structure a series to knowing what characteristics a killer host should exhibit - this is a blueprint on how to stand out from the 1,000s of terrible live video shows out there. *** I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes full end-to-end support - ideation, artwork, guest booking, scriptwriting, editing, distribution, and even hosting if needed. If you’re interested in taking part in the initial pilot - or curious to know whether a podcast makes sense for your business - drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://calendly.com/jasonbradwell/30-minute-discovery-call?month=2023-04 You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell