Jason Bradwell

I believe there is a better way to sell in B2B, so I founded a company to pursue that mission. 

B2B Better exists to help service and solution-based businesses launch podcasts that help win more enterprise accounts. 

We're a marketing agency that does great production, not a production agency trying to figure out how to do marketing. Yes, we'll create highly polished audio and video that meets your brand standard. But the real value we bring to the table is helping figure out how a podcast can drive real-world commercial outcomes for your business. 

Want to talk? Email me at jason@b2b-better.com

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Previously, I headed up marketing for Deltatre (sold to Bain Capital in 2022) and Massive Interactive (exited for $127m in 2018).

You can also join the 1,000+ marketers that listen to my podcast each week which exists to help companies rethink the status quo on how they win new business. 

🍎 [Apple] https://podcasts.apple.com/gb/podcast/b2b-better/id1526471908

🟢 [Spotify] https://open.spotify.com/show/6KTApLNan7FrmmCU1tiyZV

I also share insights on how to do better marketing in my weekly newsletter, the B2B Bite.

📰 https://b2bbite.substack.com/

Founder and Fractional CMO

Strategic marketing advisory firm that helps solution providers rethink the status quo on how they win new business.

We offer:

> 30-Day Marketing Audit

You have a marketing function in place but it doesn’t seem to quite work. Over an intense 30-day sprint, we run a comprehensive audit of the entire strategy - from infrastructure to people to go-to-market - and present our findings alongside a 12-month plan on how to reorient your marketing towards revenue. 

> Fractional CMO Services

You know what's broken and how to fix it - you just need an experienced pair of hands to make sure it gets done. After we've run an audit, we work with you to build and scale your marketing strategy over a 12-month project.

> Marketing Sprints

Sometimes you need someone to give their undivided attention to solving a particular challenge. We'll come in to support you in achieving a defined marketing objective - like launching a podcast or performing a strategy audit - over a single quarter.

> 1:1 Marketing Support

Get access to a strategic marketing expert to soundboard ideas, review assets, or evaluate the particular areas where your team feels stuck in a 1-2-1 session described by some clients as "like marketing therapy"

Learn more at www.b2b-better.com

Goal for 2026:

Relaunch the B2B Better Podcast. And do it in an extremely intense way.
Everything I have going on professionally can be tied back to the show I started in my in-laws' living room during peak COVID.

The podcast led me to build an audience. This audience gave me my first consulting client. That client referred me to our first podcast retainer project. 

And here we are!

After taking time to retool our approach, we're coming back in two weeks with a bang.

We're publishing 100 episodes in 100 days, exploring how to build systematic owned media engines that directly drive revenue, not vanity metrics.

We've locked in a strong roster of guests for launch, but we're on the hunt for more. 

So if you're building media teams, launching shows that need to prove ROI, or have strong opinions on what makes B2B content actually work (or know someone that does), drop a comment below and let's get you on the pod.

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PS. Look out for our first batch of episodes coming out from January 19th featuring Danielle Messler, Dmitry Shamis, Gabe Lullo 😎, Jeffrey Wheatman, Jonathan Stark, Mike Adams, Diane Wiredu 🦁, Christian Klepp, Charlie Riley, Melanie D..

Founder of B2B Better | Podcast Marketing Agency for B2B Service Providers • Host of the B2B Better Podcast • Co-founder of my daughter

Pipe Dream is here! 

Trailer has just dropped, and we've got the first episode with the FAMOUS Mike Adams going live tomorrow. 

And then 99 more episodes are going out over the next 99 work days. 

God help us.

Check it out wherever you get your podcasts. Apple, Spotify, YouTube - you name it, it's there. 

HERE WE GO!

Just published our first episode of Pipe Dream with Mike Adams, and honestly...  what a cracker of a start! 

Mike runs The Super Connectors podcast, and here's what grabbed me right off the bat from our conversation: he records 5-6 guests back-to-back in one session, then takes everyone out for drinks. 

Content, community, and events – all in one go. That's literally the owned media playbook in action.

But it was his take on AI in B2B marketing that really stuck with me.

While everyone's racing to spam a billion people with "personalised" AI messages, Mike's going 180 degrees in the opposite direction. 

His approach: ditch the AI slop, build warm referral programmes with actual humans, and turn super connectors into your go-to-market engine.

Mike built a £5 million pipeline in commercial real estate doing exactly this, without a single cold call or cold email. Just networking events, consistent relationship building, and a network of introducers who actually trusted each other.

Now he's built introstars – a platform that tracks and rewards introductions, making referral programmes scalable without losing the human element.

A few things I took away from the conversation:

>> Your reputation is how people talk about you when you're not in the room
In the age of AI, the only thing that won't be replaced is human relationships

>>Being an introducer might be the job of the future

>> If you're tired of AI spam bots and want to hear how warm intros can actually drive pipeline, check out this episode. Link in comments.

What's your take – are we heading towards an "intro economy" or will AI eventually crack warm outreach too?

Check it out on Apple/Spotify/YouTube! 

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Spotify: https://lnkd.in/eFsHi62b

Apple: https://lnkd.in/eUpyjqqM

YouTube: https://lnkd.in/ekabTEFU

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This is Episode 1 of *100* we're putting out over the next hundred days. Should be fine?

Building a business in the UK these days is unpredictable. But there's one constant that always brings me comfort on the tough days:







When it drops below freezing, every *single* call will start with 10 minutes of everyone complaining about it.

Gabe Lullo took 25,000 LinkedIn followers across employee profiles and turned it into 1.2 million in four years. Here's the playbook from today's episode of Pipe Dream: 

1) Alleyoop doesn't prioritise their company LinkedIn page anymore. Gabe posts twice daily, and 15 employees video diary their work life like a documentary. The approach is organic - employees build their own personal brands, not commercials for the company. They've brought the entire content operation in-house: full-time videographer, copywriters, and a marketing director.

2) Employee buy-in comes from tying content to commission. Sellers get more leads from their content, close more deals, make more money. Recruiters attract more candidates, get paid when they hire. The 70/30 split - 70% business content, 30% personal - keeps it balanced whilst driving results.

3) The ROI isn't immediate revenue, it's collapsing the sales cycle. Gabe knew it was working when prospects recognised him before meetings. Demos shifted from 'here's who we are, why choose us' to 'how can you help me, when do we start?' That's the measurable indicator - familiar conversations that skip the convincing phase.

4) The poaching fear is backwards. Gabe's response to CEOs worried about employees getting poached: they're leaving anyway. AlleyOop built their business model around clients hiring their reps - they get paid when people leave. Build a culture that supports personal brands, and people stay because they prefer your environment.

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Check it out on Apple/Spotify/YouTube!

🎧 Spotify: https://lnkd.in/e6x-Wgcw
🍎 Apple: https://lnkd.in/e9fYijdf
📺 YouTube: https://lnkd.in/eSwC7isY

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This is Episode 5 of *100* from Pipe Dream we're putting out over the next hundred days. 

You know what they say... three's a crowd, five's.... a bigger crowd.

Last Monday, we kicked off the relaunch of the B2B Better Podcast as Pipe Dream after a 9-month hiatus. 

The (ambitious) plan is to create one episode every single workday for the next 100 days to rebuild the muscle of consistent content creation.

Here's what happened in week one:

>> 1,000+ downloads across Apple and Spotify
>> 1,400+ YouTube views 
>> 50+ new subscribers from a cold start
>> Tons of DMs

1) What's worked:

The best bit has been hearing from people who listened to B2B Better back in the day. They've been reaching out, saying they love the uptick in production quality (credit to Laura Maidman and Alex Anderson for this) and that they're glad I'm back in their feeds. 

Turns out your audience doesn't forget about you, even after 9 months of radio silence.

2) What didn't work:

YouTube click-through rates and view duration are pretty average right now, so this is something we need to fix. Better thumbnails/titles and more work on the 'hooks' at the start of each episode.

And honestly, if I could do it again, I'd launch this properly. We should have done a decent run-up, hit all the channels, maybe even got some trade media coverage - basically the same playbook we run for our clients. But we didn't.

3) What's changing:

I'm adding more structure to the episodes. We've had some *amazing* guests so far, and I want to continue building on the idea of having focused conversations with B2B creators who are actually using owned media to drive pipeline. 

I also want to make the long-form stuff more visually interesting too - screenshots, B-roll, different angles, that kind of thing. Plus we're reviving the email list and figuring out smarter distribution beyond just hitting post every day.

Bottom line... an episode a day is a lot. For me and the team. This isn't something we're doing forever. But for the next 100 days, it's a blunt but effective way to get back into the habit of showing up consistently.

If you've got a dormant show or content project gathering dust somewhere, this might be your sign that your audience is still there waiting for you to come back?

I just broke down our entire Podcast to Pipeline Framework - the six-phase system we use to turn nebulous concepts into shows that drive commercial results:

1) Most brands skip the most important step - strategy development. Before asking 'what microphone should I get?', ask 'what does success look like?' Who's the target audience? What messages matter? How does this plug into our full-funnel strategy? The show blueprint - a comprehensive document outlining what, why, who, and how - prevents you getting derailed halfway through production by left-field feedback from stakeholders.

2) Podcasts aren't just top-of-funnel brand awareness exercises. With the right strategy, they accelerate momentum from awareness to consideration, evaluation, and conversion. Our distribution grid maps podcast segments against different stages of buyer awareness and shows exactly how to repurpose and distribute content to get it in front of target buyers at the right time. DM me if you want a copy.

3) There's a difference between production and producing - and you need both. Production is taking raw video and cutting it together. Producing is editorial oversight - ensuring you're getting the right message across from a storytelling perspective. A producer sits on recordings and holds the host and guest accountable for hitting the strategic objectives. Most brands think they only need production. They're wrong.

4) Just because you can repurpose into 100 assets doesn't mean you should. LinkedIn loves talking about this, but it creates redundancy - artefacts that don't move the needle. Distribution strategy depends on your audience, where they spend time, and your objectives. ABM podcast? Sales team distribution matters more than ads. Brand awareness? Social clips make sense. Tailor it, don't spray it.

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Check it out on Apple/Spotify/YouTube!

🎧 Spotify: https://lnkd.in/gDvwmenx
🍎 Apple: https://lnkd.in/gq7h-THh
📺 YouTube: https://lnkd.in/gaJgbqBV

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This is Episode 7 of 100 from Pipe Dream. Lucky number seven. Still waiting for the luck to kick in.

Words that are massive 🚩’s in a job spec:

Ninja
Grind
Hustle
Insane
Horrible
Unhinged
Psychotic
Obsessed
Relentless
Beast Mode

… and yes, these are words I’ve seen in actual job posts in the last week.

Something I don't talk about nearly enough on here is the fantastic work of my better half, Chloe. 

Last year, she launched 'Places of Wonder' - a community interest company with the mission to 'transform care through creativity'. 

It builds on her decade-plus experience and doctorate working with care institutions to position them at the centre of their local community. 

Having been in the room with her and her team as they transform a regular living room space in a care home into a hub where connection and creativity can flourish has been pretty incredible to experience. 

Today, she launched the website for Places of Wonder, which goes into detail about their work and how they incorporate movement, the arts, and community to benefit the lives of those in care. 

You can learn more about the mission here. 

https://lnkd.in/e_AkVF9g

Almost every one of us will have a relative or know someone personally in the care system, and I'm certain, wants them to live out their twilight years in a place that gives them fulfilment and joy.

But for that to happen, WE, the relatives, friends, and partners, need to engage with the care homes directly and push them to do more. 

If someone you care about is in a care home right now, take 2 minutes today to forward this to their care manager or activities coordinator. Ask them: 'Have you heard of Places of Wonder? I think this could transform our care home.' 

That's the ask. ✌️

My biggest takeaways from Dmitry Shamis at OhSnap! on today's episode of Pipe Dream:

1) AI killed the scale playbook, not quality. The old B2B approach of cranking out blog posts and social content daily is dead. Dmitry's take - AI should remove the busy work so you can actually be creative, not help you produce more mediocre content. Use it to create space for thinking and experimentation, not to automate your way into looking like everyone else.

2) 95% of Dmitry's business comes from LinkedIn, and it's built on being human. When a dozen companies do almost exactly what you do, people choose who they want to work with. His approach:

>> Share frameworks and case studies, but also gardening updates and random things his kids do - the things that make you *human*

>> Posts he agonises over always underperform - the off-the-cuff stuff with raw emotion does better

>> If you're not slightly uncomfortable with what you're posting, you're not growing. Ain't that the truth! 

3) The metrics that actually matter aren't the ones on your dashboard. Dmitry had a post hit 100,000 impressions and got zero leads from it. What drives real business:

>> DMs from people saying "this made me think differently"

>> Meetings showing up on the calendar

>> Quality engagement, not follower count (he's got construction workers in his followers - great people, but they're not building brands)

4) Never outsource your thinking. This is Dmitry's biggest AI warning. People are getting lazy - they ask AI a question, assume it's right, and ship it. The result is all B2B content looks exactly the same. His desk is still covered in notebooks. He writes down tangents and side thoughts that never make it into transcripts, then uses those to shape the AI prompts. Come in with the fully baked idea, use AI to build the words around it.

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Check it out on Apple/Spotify/YouTube!

🎧 Spotify: https://lnkd.in/eE8VqkjT
🍎 Apple: https://lnkd.in/exePvjbm
📺 YouTube: https://lnkd.in/esZFSdu2

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This is Episode 3 of *100* from Pipe Dream we're putting out over the next hundred days. Going strong!

Just recorded a solo episode breaking down exactly how we find and book podcast guests that match our ICP. Here's the playbook:

1) Start with your immediate network for early credibility. Your first 3-4 guests should be friends, partners, colleagues, customers - anyone in your orbit who'll give you 30 minutes. These early episodes build credibility so when you reach out to strangers later, they can see it's worth their time.

2) Your CRM is a goldmine for guest prospects. Look for lapsed prospects you haven't engaged with in weeks or months. Use the podcast as a reengagement mechanism. If you're doing ABM, this is the perfect channel to restart conversations without it feeling like a sales pitch.

3) Slack communities are sleeper channels with 60-70% response rates. People ignore emails and LinkedIn DMs, but direct Slack notifications in communities they're active in? Much harder to ignore. Conference speaker lists are another goldmine - if they're keynoting, they're probably interested in podcast appearances.

4) Keep initial outreach stupidly simple. Don't pitch the show or episode in message one. Just introduce the podcast, explain why you're reaching out to them specifically, and ask: do you want more information? Once they express interest, then you can reinforce value, share downloads, mention other guests, and build out what the specific episode could be. Personalisation comes in message two, not message one.

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Check it out on Apple/Spotify/YouTube!

🎧 Spotify: https://lnkd.in/g3Kd5GCd
🍎 Apple: https://lnkd.in/ggu4zZqk
📺 YouTube: https://lnkd.in/g-KS2DSR

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This is Episode 6 of 100 from Pipe Dream we're putting out over the next hundred days. Six episodes in and I'm still talking to myself. Progress.

My biggest takeaways from Jeffrey Wheatman at Black Kite on today's episode of Pipe Dream:

>> Stop competing on feature lists, start solving actual problems. Jeff's approach after 15 years at Gartner is blunt - nobody cares about your laundry list of product capabilities. Every organisation faces common challenges, but suffers from "terminal uniqueness" - the belief that its situation is somehow different. The reality? Focus on the problem first, product second. Even if your solution isn't the right fit, help them solve it anyway. That's how you build trust when everyone else is just pitching.

>> The real audience challenge isn't budget, it's consistency and engagement. Jeff's answer to the $100k question was telling - commission independent research, do more video, maybe some paid push. But the actual problem? "I don't think it's a money problem. I think it's a consistency challenge." People consume content, love it, but won't share it. Great content gets buried in AI-generated noise because audiences stay passive. The brands winning right now are the ones showing up consistently with a human voice, not the ones spending the most.

>> Panel shows > interview podcasts when you've got real chemistry. Black Kite ditched the standard "guest every week" format of their podcast for a panel with three internal voices - a strategist, a practitioner, and a research guy. The result? Six episodes recorded in two days with zero retakes. The reason it works: disagreement without conflict, different perspectives, and genuine energy. If everyone agrees, they bin the topic. When brands default to the interview format, they're often just following a tired playbook rather than building something that actually differentiates.

>> Marketing's awareness gap is costing deals. Most B2B marketing still chases the 5% who are product-aware and ready to buy. But 95% of your potential customers are either unaware of the problem or don't understand its impact. Vendors need to take responsibility for moving people through those stages - from unaware to problem-aware to solution-aware. The companies willing to educate before they sell are the ones building a real pipeline.

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Check it out on Apple/Spotify/YouTube!

Spotify: https://lnkd.in/eFsHi62b
Apple: https://lnkd.in/eUpyjqqM
YouTube: https://lnkd.in/ekabTEFU

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This is Episode 2 of *100* we're putting out over the next hundred days. We're still here!

Danielle Messler ran content for Mel Robbins (30K to 1M+ followers) then helped build ProfitWell's media arm. Here's what she thinks AI can't replicate:

1) We're in an AI over-hype bubble, and the pendulum will swing back. Everyone's acting like everything has to be AI now - just like the 'pivot to video' era. But humans are better at certain things, and these tools will assist, not replace. The real impact? Entry-level roles are shrinking because AI handles manual, mechanical grunt work that used to be how you learned the industry. Marketing teams will probably get smaller, but they won't disappear.

2) The fundamentals don't change - but how you prove expertise does. B2B buyers still need to trust you for valid information. What used to be HubSpot blog posts answering Google queries is now ChatGPT. So brands are shifting to primary owned content - interviews, conversations, real expertise that LLMs can't manufacture. ChatGPT is great at pattern finding, terrible at new creative ideas, and too sycophantic to critique your thinking. Your differentiator is presenting expertise in a human way that isn't mass-manufactured SEO content.

3) You can't make something and then think about distribution later. Danielle's lesson from ProfitWell and Exit Five - you have to plan distribution from day one. Set up your show in a way that lends itself to repurposing. Example: six podcast episodes on ABM became a comprehensive written guide with expert insights, then a YouTube video with mixed clips. But don't follow a prescriptive checklist of turning one thing into 300 things. Pick one or two channels that show success markers and double down.

4) AI will never replace the human element of events and face-to-face connections. Companies are hiring dedicated events marketers earlier than ever because it's the differentiator. AI is a language learning model - it predicts based on algorithms, it doesn't think. The creativity outside its context? That's always going to be humans. Being a person people want to do business with and building name recognition in your career is how you AI-proof yourself.

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Check it out on Apple/Spotify/YouTube!

🎧 Spotify: https://lnkd.in/gWFMU3wZ
🍎 Apple: https://lnkd.in/ggEJwsCV
📺 YouTube: https://lnkd.in/ggfcKPgn

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This is Episode 8 of 100 from Pipe Dream. Recorded live at SaaStock Dublin with an OG guest from the original B2B Better podcast. Full circle moments hit different.

Mariya Delano

Founder of Kalyna Marketing. Search Engine Land Contributor. Fractional CMO for B2B Tech.

I am the founder and CEO of Kalyna Marketing, a marketing agency that helps brands earn trust and increase buyer confidence, driving real marketing results beyond vanity traffic increases.

We drive sustainable organic growth for your B2B brand with a curated “menu” of content marketing services including marketing strategy, GTM, targeted audits, marketing operations, content creation, content distribution, digital PR, marketing change management, omni-channel campaigns, and marketing risk management.

Beyond my client work, I'm a contributor to Search Engine Land and write a newsletter titled Attention Deficit Marketing Disorder (ADMD). I am originally from Zhytomyr, Ukraine and currently live in New York City.

Founder, CEO

B2B go-to-market powered by content and PR. 

Working with us, you can earn trust and increase buyer confidence, driving real marketing results beyond vanity traffic increases.


We drive sustainable organic growth for your B2B brand with a curated “menu” of content marketing services including marketing strategy, GTM strategy, targeted audits, marketing operations, content creation, content distribution, digital PR, marketing change management, omni-channel campaigns, and marketing risk management.

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Jason Bradwell

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