Pipe Dream

You've nailed product-market fit, so why isn’t anyone buying? In this episode of Pipe Dream, host Jason Bradwell sits down with messaging strategist Diane Wiredu to unpack why message-market fit matters just as much as your product, and how many B2B companies accidentally sabotage themselves by simplifying their messaging into vague, meaningless fluff. They start by defining message-market fit: when your messaging resonates with what buyers care about not just what you think sounds clever. Diane argues that SaaS teams often obsess over product-market fit while ignoring messaging, so even great products can fall flat. Signs you’ve found include shorter sales cycles, better-fit engagement, attracting the right prospects, and crucially, repelling the wrong ones (because not everyone should be your customer). A major theme is the clarity vs. simplicity trap. Diane says “simplify your messaging” advice is often misapplied: in the rush to be punchy, companies strip out meaning and end up with websites full of phrases like “reimagined” or “easy to use” that say nothing. Clarity isn’t about being short, it’s about being meaningful, valuable, and relevant. Sometimes that takes full sentences and detail, especially when selling to technical buyers like engineers who don’t need to be talked down to. Jason then asks how service businesses differentiate in crowded, “commodity” categories like agencies, consultancies, and law firms. Diane introduces her differentiation stacking framework: instead of chasing one radical USP, stack multiple real differentiators your approach or methodology, delivery model (sprints vs. retainers), expertise and credentials, and your process. It’s marginal gains thinking: being slightly better across several areas adds up to something genuinely distinctive. She references her ROAR framework as an example of how a clear method can anchor positioning. They also dig into internal alignment, which Diane calls the biggest KPI for messaging work. She insists CEOs should be involved because without leadership buy-in, the work won’t stick. Messaging isn’t just marketing, it’s strategy. Align the CEO, head of sales, and head of revenue first, then roll it out top-down. Otherwise you’ll build “great messaging” that never gets used. On AI, Diane’s stance is grounded: it should execute and optimize, not replace strategic thinking. She uses it for extraction, synthesis, and stress-testing ideas, but warns that outsourcing strategy to AI leads to commodity messaging. Do the thinking yourself, then use AI to improve output. If your B2B company has a strong product but messaging that sounds like everyone else’s, or you can’t align internal stakeholders, this episode offers practical frameworks to stand out and convert. 00:00 - Introduction: From concept to commercial results 01:30 - Why B2B Better is a podcast marketing agency 03:00 - Phase 1: Strategy development and the show blueprint 06:00 - Phase 2: Funnel mapping and the distribution grid 09:00 - Phase 3: Pre-production essentials 11:00 - Phase 4: Creative treatments—producing vs production 14:00 - Phase 5: Integrated campaigns and smart distribution 17:00 - Phase 6: Reporting and optimization 20:00 - How to get started with B2B Better Connect with Jason Bradwell on LinkedIn Connect with Diane Wiredu on LinkedIn Learn more about SaaStock Visit Diane’s website at Lion Words Use Claude and ChatGPT for you messaging work Explore B2B Better website and the Pipe Dream podcast

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 

Most companies treat LinkedIn like a megaphone. AlleyOop turned it into a reality show. In this episode, host Jason Bradwell sits down with Gabe Lullo, CEO of AlleyOop, to unpack how his sales development agency scaled from 25,000 to over 1.2 million LinkedIn followers by empowering employees to build their personal brands, not pushing a corporate page. Gabe breaks down the playbook: hiring people who want to be on camera, building an in-house media team, running internal podcasts that never get published, and tying content performance directly to commission. This isn't theory, it's a proven system filling enterprise calendars with qualified meetings. Jason and Gabe dive into AlleyOop's 16-year evolution from traditional outbound to organic LinkedIn content. The real insight? Gabe stopped caring about the company page and focused entirely on employee personal brands. They aggregated all employee profiles (originally 25K followers, now 1.2M) and turned their team into documentary subjects. Employees aren't forced to post, but those who participate get full support: professional video editing, copywriting, and a content calendar. Gabe walks through hiring - candidates now submit sample social posts during interviews and how they set people up for success. They run internal podcast-style interviews, chop them into posts, send them to copywriters for frameworks, then hand them back to employees to personalise. The feedback loop is built around incentives. Sellers get more leads (more commission). Recruiters attract more candidates (more placements, more money). Everyone's financially tied to content performance, so buy-in is organic. Gabe measures success not just by impressions, but by whether prospects recognise team members before demos, cutting 60% of the typical sales pitch. Jason asks about the CEO fear: won't employees get poached if we build their brands? Gabe's answer: people leave anyway. AlleyOop actually built a business model around clients hiring their reps and gets paid when it happens. Companies trying to poach probably aren't investing in teams like AlleyOop does, so culture becomes retention. Looking to 2026, Gabe's taking the human-first approach from the feed into DMs. LinkedIn's becoming the new email inbox (buried in automation), so they're building tools for real one-on-one conversations that convert faster. If you're trying to activate your team on LinkedIn without it feeling forced, this episode is your blueprint. Gabe proves you can build a scalable, revenue-driving content engine by supporting people instead of controlling them. Whether you're in sales development, professional services, or any people-first business, these principles will transform how you think about employee advocacy. 00:00 - Introduction: BDR as a service and people-first growth 02:00 - AlleyOop's 16-year evolution and go-to-market 04:30 - Doubling down on LinkedIn content 3-4 years ago 07:00 - From 25K to 1.2M followers: the aggregation strategy 10:00 - Hiring for content: asking candidates for sample posts 13:00 - Setting employees up for success: the in-house media team 16:00 - Internal podcasts, videographers, and copywriters 19:00 - Feedback loops: 70/30 business vs personal content 22:00 - Tying content to commission: financial buy-in 25:00 - Measuring success: recognition before demos 28:00 - Overcoming the "they'll get poached" objection 31:00 - 2026 strategy: taking conversations into DMs 34:00 - Where to find Gabe and AlleyOop Connect with Jason Bradwell on LinkedIn Connect with Gabe Lullo on LinkedIn Subscribe to Do Hard Things Podcast on Apple Podcasts Visit AlleyOop’s official site Explore B2B Better website and the Pipe Dream podcast

Learn how B2B teams can scale creative operations, cut the busywork, and show up consistently with content that resonates. Charging by the hour? You're leaving money on the table. In this episode, host Jason Bradwell sits down with Jonathan Stark - author of Hourly Billing Is Nuts and host of the Ditching Hourly podcast - for a masterclass in pricing, positioning, and why daily publishing changed everything for his business. Jonathan breaks down why hourly billing traps experts in low-profit margins, the difference between cost-plus and actual value-based pricing, and his "scope last" principle that flips traditional consulting on its head. He also shares how publishing daily helped him build a loyal audience, deepen his expertise, and turn strangers into superfans. Whether you're a solo consultant or running a B2B service business, this conversation delivers clear, actionable frameworks to work less, charge more, and stand out. Jason and Jonathan dive straight into why hourly billing is fundamentally broken. It punishes efficiency, caps your income, and makes clients focus on time instead of outcomes. Jonathan explains the "fixed pricing trap" most consultants fall into, they think they're doing value-based pricing when they're really just doing cost-plus (estimate hours, multiply by rate, add margin). Real value-based pricing starts with understanding what success is worth to the client. The conversation shifts to Jonathan's signature principle: scope last. Instead of leading with what you'll do, lead with the outcome the client wants and price based on that value. Only after they say yes do you figure out the most efficient way to deliver it. This requires strong positioning, becoming the only choice for a specific problem, not the cheapest option among many. They explore how daily publishing transformed Jonathan's business. He's published something every single day for years, creating what he calls "asymmetric intimacy" his audience feels like they know him deeply even if they've never met. This built trust at scale and turned his owned media into a long-term growth engine that compounds over time. Jonathan shares practical newsletter tactics: the capture phase (getting people on the list), writing cadence (daily works for him), and why podcasting is like building localized celebrity. They also discuss burnout risks, how AI fits in (spoiler: it's a tool, not a replacement for thinking), and Jonathan's advice for anyone launching a podcast or daily newsletter: done is better than perfect, just start. If you're stuck in the pricing-versus-scoping cycle or charging by the hour and feeling trapped, Jonathan's frameworks will fundamentally shift how you think about your business. This isn't theory, it's battle-tested advice from someone who's helped thousands of consultants escape the hourly trap. Plus, his insights on daily publishing offer a blueprint for building trust and authority in any B2B market. 00:00 - Introduction: From developer to pricing evangelist 01:30 - Why hourly billing is broken 04:00 - The fixed pricing trap and cost-plus confusion 06:00 - What value-based pricing actually looks like 08:00 - Scope last: price outcomes, not inputs 10:00 - Positioning: become the only choice 13:00 - Daily publishing and asymmetric intimacy 16:30 - Owned media as a growth engine 20:00 - Newsletter tactics and writing cadence 23:30 - Podcasting builds localized celebrity 26:00 - Burnout, AI, and sustainability 30:00 - Advice for launching a podcast or daily list 34:00 - Done beats perfect—just start 38:00 - Final takeaways on pricing and standing out Connect with Jason Bradwell on LinkedIn Connect with Jonathan Stark on LinkedIn Visit Hourly Billing Is Nuts Visit Ditching Hourly Explore B2B Better website and the Pipe Dream podcast

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

What happens when cyber risk leaders stop speaking in acronyms and start telling stories? In this episode, host Jason Bradwell sits down with Jeffrey Wheatman, SVP of Cyber Risk Strategy at Black Kite and longtime cybersecurity evangelist, to talk about how to lead with problems, not products. From decades advising CISOs at Gartner to launching the panel show Third Party, Jeff shares what he's learned about building trust, breaking down "terminal uniqueness," and why vendors need to collaborate on educating the market instead of competing. If you care about cutting through noise in a saturated market, this conversation is packed with insights you can actually use. Jason and Jeff dive into why so many cybersecurity vendors fall into the trap of "terminal uniqueness" believing they're so different that they can't learn from anyone else. Jeff explains why this mindset kills effective marketing and how leading with the problem, not your product features, is the only way to break through. They explore why CISOs won't talk to sales teams (hint: it's not personal, it's about trust) and why the cybersecurity industry desperately needs more collaboration. Jeff makes a compelling case that we're at war with ransomware networks, yet vendors refuse to talk to each other about how to educate buyers. The conversation shifts to buyer awareness stages and where most marketing completely misses the mark. Jeff shares his framework for thinking about audiences beyond just problem-aware buyers, and why "hallway therapy" at conferences builds more trust than any keynote ever will. Jason asks Jeff how he'd spend $100K to build an audience (not a campaign), and Jeff's answer revolves around creating spaces for real conversation, which is exactly what led him to launch Third Party, a panel show tackling cybersecurity topics with both strategic and tactical depth. They wrap with Jeff's shoutouts to creators doing cyber content right and key takeaways for B2B marketers trying to build trust in technical markets. Whether you're a security vendor struggling to differentiate, a CISO trying to communicate risk to the board, or a B2B marketer in any technical space, Jeff's insights on problem-first storytelling and building genuine community will transform how you think about reaching your audience. This isn't about more content, it's about better conversations. Subscribe to catch every episode. Leave a review to help others discover the show. Share with security professionals or B2B marketers trying to break through technical noise. Follow B2B Better on LinkedIn for weekly insights. 00:00 - Introduction: Cutting through cyber noise 01:30 - Jeff's journey from Gartner to Black Kite 04:00 - Terminal uniqueness: the "we're different" trap 07:00 - Lead with problems, not product features 09:30 - Why CISOs avoid sales conversations 13:00 - We're at war: Why vendors need to collaborate 17:30 - Buyer awareness stages marketers miss 20:00 - Why competitors won't talk (and should) 24:00 - Hallway therapy beats keynotes 27:00 - The $100K audience-building question 30:00 - Launching Third Party panel show 35:00 - Strategic + tactical content together 38:00 - Cybersecurity creators doing it right 42:00 - Key takeaways for B2B marketers Connect with Jason Bradwell on LinkedIn Connect with Jeffrey Wheatman on LinkedIn Visit Black Kite podcast/resource hub Visit InfoSec World’s official site Explore B2B Better website and the Pipe Dream podcast

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.

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/ — 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. ** 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/

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 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.