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Description
Pipe Dream is the podcast for B2B marketers, founders, and GTM leaders navigating the post-AI marketing landscape. Each week, Jason Bradwell profiles the companies that have stopped competing on information and started building media that actually differentiates - showing you what works when "helpful content" is no longer enough.
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For years, B2B marketers were told to "educate your buyers." Create helpful content. Answer their questions. Build trust through information.
Then ChatGPT happened.
Now your prospects can get better answers, faster, without ever talking to a vendor. The playbook that defined a decade of B2B marketing has been commoditised overnight.
So what do buyers actually need from you now? What's left for B2B marketing teams to do when information is free and instant? And how do the companies winning today approach go-to-market in this post-information era?
Pipe Dream explores the companies rewriting the rules.
Each episode profiles B2B brands that have stopped competing on information and started building something AI can't replicate - personality-driven media, opinionated points of view, genuine community, and content that's actually worth a buyer's time.
From founders turning their expertise into media empires, to marketing teams building audiences that outlive their products, to sales leaders using shows and newsletters as full-funnel growth engines - these are the stories of companies adapting fastest to the shift.
This isn't another podcast about "content strategy." It's about survival, differentiation, and the death of the marketing playbook you spent the last decade perfecting.
If you're a B2B marketer, founder, or GTM leader who senses the ground shifting beneath you - and you're looking for what actually works now - this is your show.
Because helpful content is dead. Long live whatever comes next.
New episodes every week. Hosted by Jason Bradwell, founder of B2B Better, a podcast marketing agency helping B2B companies build media that matters.
Learn more at http://www.b2b-better.com
105 Episodes
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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, 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/
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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 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.
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:
The intersection of sales and marketing at Modo and the collaborative effort to produce customer-centric content.The effectiveness of video content and podcasts in storytelling and audience engagement.Challenges in measuring content marketing success and aligning with business objectives.Modo's future plans, including a rebranding effort and global expansion, while maintaining its unique position in the energy sector.
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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 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
Raw, authentic, slightly tired... no, this is not the description of my upcoming country album.
In this episode, I take the microphone solo for an (almost) non-stop brain dump on a bunch of questions that have been asked by my podcast clients over the last few months.
What's covered:
How do I overcome my fear of hosting a podcast?What metrics should I measure when producing a podcast?Do you have a favourite podcast? What is it?How do I generate customer insights from my podcast series?What does an MVP podcast tech stack look like?
This is a must-listen for anyone thinking about launching a B2B podcast (or enjoy the sound of an Englishman droning on for 30 minutes).
***
Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.
Totally free.
Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:
https://www.b2b-better.com/podcast-assessment
You can also follow me on LinkedIn.
Head over here: linkedin.com/in/jasonbradwell
In this episode, I talk to Danielle Messler, Head of Marketing at Founderpath.
She recently produced SaaSOpen - a 500+ person conference in New York that brought together the best and brightest from the world of software.
We talked about why a brand would decide to host their own conference, how to develop (and protect!) a killer content programme, and what it means to deliver a 'defining moment'.
This is a must-listen for marketers responsible for putting on owned events for their company - whether it's for 10 people or 1,000.
***
I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes full end-to-end support - ideation, artwork, guest booking, scriptwriting, editing, distribution, and even hosting if needed.
If you’re interested in taking part in the initial pilot - or curious to know whether a podcast makes sense for your business - drop me an email at jason@b2b-better.com or book a time to chat with me using this link:
https://calendly.com/jasonbradwell/30-minute-discovery-call?month=2023-04
You can also follow me on LinkedIn.
Head over here: linkedin.com/in/jasonbradwell
In this episode, I talk to 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/
1In 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 of B2B Better, I’m joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, to discuss assumptions in B2B marketing.
We discuss how unchecked assumptions can derail even the best marketing strategies and why balancing data, intuition, and critical thinking is the key to long-term success. Billy shares insights from Publicis Pro’s latest report on SMB marketing challenges and myths, while we explore real-world examples of how businesses can overcome misguided assumptions to achieve better results.
We also talk about the importance of blending quick fixes with long-term strategic thinking and how to recognize when you’re relying too heavily on assumptions in your demand-generation efforts.
This episode has actionable takeaways for any marketer or business owner looking to challenge the status quo and make smarter decisions.
Links & Resources:
Publicis Pro’s SMB Marketing ReportBilly Hamilton-Stent on LinkedIn
Exclusive Offer for B2B Better Listeners
Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro.
Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer.
Visit sopro.io/b2b-better-offer to find out more.
In this episode, I’m excited to be joined by Yiuwin Tsang, CEO of Disruptive Thinking.
I was really interested in speaking with Yiuwin to unpack his journey in finding differentiation in an incredibly saturated sector - B2B marketing services.
During this interview, he took us through his journey from a blank slate to a thriving agency, sharing his blueprint around three core pillars of growth - building the right team, implementing discipline around business development, and getting to grips with the customer journey - all while building the right systems and process to track and analyse efforts.
If you work in a small, service-led business and are hitting a wall when it comes to growth - this is the episode for you.
—
Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link.
https://sopro.io/b2b-better/
In this episode, I speak with 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:
Why most companies' strategies leave their work hidden from their audience.Why relying solely on SEO can be limiting and the potential pitfalls that come you'll run into.The challenges of using rented channels like LinkedIn, Twitter, or Threads to reach your audience (and why they should be part of your distribution arsenal anyway).
If you like this episode, I highly recommend checking out Distribution First wherever you find your podcasts - Apple, Spotify, he's on them all.
**
Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.
Totally free.
Drop me an email at jason@b2b-better.com or book a time to chat with me using this link:
https://www.b2b-better.com/podcast-assessment
You can also follow me on LinkedIn.
Head over here: linkedin.com/in/jasonbradwell
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
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