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Buying a piece of SaaS software off-the-shelf with a credit card is not the same as buying a 7-figure enterprise technology solution. So why do we try and market them in the same way? B2B Better exists to help complex businesses understand and execute a modern-day marketing strategy. We're obsessed with long sales cycles, bespoke value props and big buying committees - and how marketing can contribute to cold, hard revenue. Each week, Jason Bradwell sits down with industry experts to break d ...
 
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show series
 
In this episode, I talk to Jeffrey Mack, VP of Marketing at Agility. We talked about a creative direct mail ABM campaign he ran during his time at LinkedIn to 250 targeted accounts to drive new business - all inspired by Taylor Swift. This is an episode of a new micro-series under the B2B Better umbrella called Breaking B2B, which showcases creativ…
 
In this very first episode of a new LinkedIn Live series-turned-audio-podcast, I talk to Josh Krakauer, CEO of Sculpt. We dive into everything you need to know about social selling - what it is, why it matters, and how marketers can help BDRs excel at it. Plus, we give away some actionable tips on how to start using social media to bring in new bus…
 
In this episode, I spoke to 7 early-stage marketers to at SaaStock in Dublin. I asked each of them the same three questions. What is the scrappiest marketing activity you've ever done? How did you acquire your first 100 customers? And if you're budget got tripled tomorrow, how would you spend it? Every answer was different, highlighting just how im…
 
In this episode, I talk to Andrew Athias, Social Media & Digital Marketing Coordinator at Silvi Materials. We talked about his experience launching a TikTok account for the cement company that has racked up 11,500 followers and hit the elusive target of going viral. This is an episode of a new micro-series under the B2B Better umbrella called Break…
 
In this episode, I talk to Ronnie Higgins, Director of Content Marketing at OpenPhone. We talk about the concept of a B2B company building a media company, why it works and why it doesn't and creating a culture of creativity. If you want to understand how to get off the hamster wheel of just producing content that no one cares about, this is the ep…
 
In this episode, I talk to Amelia Sordell, Founder at Klowt Agency. We talk about how personal branding is totally different from publishing content, why businesses selling services should invest in empowering employees to think strategically about social, and what you need to get started today. If you care about how to equip your sales team with t…
 
In this episode, I talk to Jay Acunzo, Creator of the Unthinkable podcast. Jay breaks down his step-by-step process of developing the premise for a new "show" (he's created over 15 of them for B2B brands), talks about the importance of optimising for resonance versus reach AND gives a behind-the-scenes peek into the logistics of pulling together a …
 
In this episode, I talk to Jay Desai, Head of Marketing at Captivate Talent. We talked about how he invented a legitimate trading card game (think Pokemon) to drive 150+ qualified opportunities from an in-person event. And he did it under 5 weeks. This is the inaugural episode of a new micro-series under the B2B Better umbrella called Breaking B2B …
 
This interview is a bit different to other episodes of B2B Better. If you are a regular listener to B2B Better it would mean the world if you could share your feedback on whether you prefer the new format or not. Just send me an email - jason@b2b-better.com And if you’ve never listened to the podcast - this would be the episode to start. I’m pretty…
 
Quick one before we get into the usual pleasantries… This interview is a bit different to other episodes of B2B Better. More guests, more narrative, more music. More… quality (in my humble opinion) If you are a regular listener to B2B Better it would mean the world if you could share your feedback on whether you prefer the new format or not. Just s…
 
We're doing something a little different this week and sharing an interview where I'm sitting on the other side of the microphone for once. Alex Price, Founder of FINITE and Managing Director of Digital Experience at Clarity, asked me for my hard-won wisdom on running a marketing operation through an acquisition in B2B a few years back. We talked a…
 
In this episode, I sit down with Ross Simmonds, Founder and CEO of Foundation Marketing. Ross knows more ways to maximize the value of a single piece of content than I know how to complain about a slight deviation in temperature (which is a lot). We dived into the skills B2B teams lack internally to distribute their content effectively, the differe…
 
In this episode, I sit down with Will Aitken, Evangelist at SalesFeed and Speaker and Subject Matter Expert at Vidyard. We talk about how to set-up a CRM to work for sales, marketing and the wider business, why a self-built platform never makes sense and how to persuade people to actually use the tool in their day-to-day. This is FUNDAMENTAL stuff …
 
In this episode, I sit down with Emily Brady, Creative Content Lead at Sweet Fish Media. We talk about how to build an employee advocacy programme that generates $300k in revenue, why TikTok is an exciting frontier for B2B marketers (that can produce results!) and how she pulled together perhaps the greatest rap video of all time. You can follow Em…
 
In this episode, I sit down with Eric White, Founder at Revealed. We talk about Jobs-to-be-Done - a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation predictable - how it can be applied to marketing, and how it was used by a B2B sleep technology company to avoid a product launch catastrop…
 
In this episode, I sit down with Krista Morgan, General Partner at Stage. We talk about what marketing metrics Private Equity investors scrutinise while evaluating an investment, the expectations of the modern-day B2B buyer and where Krista feels B2B organisations fall short in capitalising on a new GTM opportunity. You can follow Krista on LinkedI…
 
In this episode, I sit down with Brett McGrath, VP of Marketing at The Juice. We talk about why syndication is (mostly) a waste of time, how to amp up your distribution strategy for quick results, and where one of The Juice's clients (Guru) made the switch to tackle the shifting landscape of B2B content consumption. You can follow Brett on LinkedIn…
 
In this episode, I sit down with Charbel Simon, Founder of Sprintwell. Charbel is one of those people you could listen to for hours talking about creativity, finding inspiration in unexpected places, and cross-discipline idea generation. It's amazing we packed so much content into under forty minutes. Listen to this episode if you're feeling stuck …
 
In this episode, I sit down with Jeremy Moser, CEO of uSERP. We talk about his recent acquisition of Wordable - a document export and publishing tool - and how he has pivoted its marketing strategy to go after a completely new ICP. Jeremy shares a few early results and breaks down a step-by-step beginner SEO strategy. Timestamps: 09:20 - Who was Wo…
 
Quick 8-minute solo episode on how ProfitWell's media-first marketing strategy contributed to its recent acquisition by Paddle to the tune of $200m smackaroos. 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.subst…
 
In this episode, I sit down with Christina Garnett, Senior Marketing Manager, Offline Community & Advocacy at Hubspot. We talk about scaling a community from startup to IPO, how to maintain engagement quality and the basic makeup of a customer advisory board that feeds company growth. Christina and I also talk about #MarketingTwitter and our thresh…
 
In this episode, I sit down with Sonia Baschez, Head of Marketing at Atmos. Sonia shares her story as one of the first full-time hires at the construction company and how she set about building a marketing strategy that Atmos raise a $4m Seed Round in 2020. This includes going unexpectedly viral at the start of the pandemic, leveraging the power of…
 
In this episode, I sit down with Sara Ott, Head of Community Experience at Hound. We talk about why community is a good hedge for B2B companies in the face of changing buyer behaviour, how to build and run an effective ambassador programme, and what a one-person marketing strategy looks like. Sara also shares her thoughts on why introverts can make…
 
In this episode, I sit down with Shaun Cole, Co-Founder and Account Director at Born Agency. He shares an excellent case study around how to pivot an idea in response to change. Working with Ecophon, a manufacturer of acoustic panels, Shaun and his colleagues delivered an internal marketing campaign focussed on boosting morale while working remotel…
 
In this episode, I sit down with Charlie O'Donnell, Founder and General Partner at Brooklyn Bridge Ventures. He shares his experience as a VC evaluating hundreds of potential deals and the role marketing plays in his decision-making. This episode is a must-listen for early-stage companies who want to get their marketing on point as they approach th…
 
In this episode, I sit down with Isabelle Papoulias, CMO at Mediafly She shares her experience of leading the marketing strategy around an acquisition, how to define go-to-market messaging that resonates with customers and why it's so important to ask the tough questions early on. This episode is a must-listen for any B2B marketers sitting on the s…
 
In this episode, I sit down with Robin Bodicoat, Head of Marketing at Touchlight. He shares an amazing story of a two-year-long project he led at his former company, Quotient Sciences, which saw Robin bring together five global business units with completely different identities and cultures under one cohesive brand. This episode is a must-listen f…
 
In this episode, I sit down with Renette Youssef, Chief Marketing Officer of Velo3D. She shared the story of when the company went public via SPAC last year - and the journey leading up to the moment where Renette and her team rang the NYSE bell. We discussed what marketing expectations Velo3D's investors had for the listing, what strategy Renette …
 
In this episode, I sit down with Faaiza Ramji, Founder of On Purpose. We talked about building brand and marketing strategies in non-SaaS businesses, navigating big moments of change and how finding that 'transformational idea' is like catching lightning in a bottle. You can follow Faaiza here. Or visit the On Purpose website here. Also - why not c…
 
In this episode, I sit down with Diane Wiredu, Messaging Strategist and Conversion Copywriter, and the founder of Lion Words. Drawing on her real-world experience in the world of B2B SaaS, Diane broke down the step-by-step approach she takes with clients on how to establish an on-page messaging hierarchy that tells a story and drives results. She a…
 
In this episode, I sit down with Ronak Ganatra, VP Marketing at GraphCMS. We covered a topic everybody working in technology needs to understand - developer marketing. From what personal characteristics of developers should influence your strategy to the most effective channels in reaching more technically-minded buyers, this episode is a mastercla…
 
In this episode, I sit down with Marc Thomas, Head of Growth at Powered By Search. We covered a lot of the BIG questions faced by B2B companies - from what the best marketing teams are doing to drive growth to whether there's any point in optimising your strategy for MQLs. (hint - there is) This episode is a must-listen for early-stage B2B organisa…
 
In this episode, I sit down with Danielle Guzman, Head of Social Media at Mercer. We broke down B2B social strategy into a 40-minute masterclass - from how to set the right objectives at the start of the year to finding the right balance between paid and organic. Danielle also shared her thoughts on the biggest untapped social media opportunity for…
 
In this episode, I sit down with Breezy Beaumont, Head of Growth & Marketing at Correlated. We broke down how marketers can find out where their customers are hanging out online from a cold start, the most common pitfalls around activating a new channel and how to avoid them, and the best way to handle an exec that wants you to invest in an idea th…
 
In this episode, I sit down with Amanda Natividad, Marketing Architect at Sparktoro. We had a great, free-flowing conversation on everything from breaking into marketing as a career, the blurring lines between B2C and B2B marketing and how to create high-value content programme. Amanda and I also dived into the role of the conventional marketing fu…
 
Flying solo this episode. I talk about the antidote to curing marketing departments that are risk-averse, creatively stunted and ill-equipped to handle evolving B2B buyer behaviours - more creative goal setting. This episode is a must-listen if you're obsessed with generating demand for your company tomorrow, not just capturing what exists today. A…
 
In this episode, I sit down with Grace Baldwin, Content Strategist. We dived into her work on building an enterprise-scale funnel framework at Hiber. Built according to Eugene Schwartz's copywriting classic '5 Stages of Awareness', this episode is a must listen for B2B professionals looking to create a content system that nurtures leads so they're …
 
In this episode, I sit down with Jorge L Soto, Head of Content & Community at Reprise. We dived into a marketing discipline I'm the least familiar with but most eager to learn - product-led growth. Jorge went back to the basics to explain the core components of a PLG strategy, how it can complement more traditional inbound/outbound marketing effort…
 
In this episode, I sit down with Ethan Beute, Chief Evangelist at BombBomb. We dived into why video is the most effective medium to convey a one-one/one-to-few marketing message, how to equip your colleagues to produce their own high-quality videos and why marketers should focus on the unscalable when building a video strategy. Ethan also shares hi…
 
In this episode, I sit down with Brook Perry, VP Marketing at 'nuffsaid. We dived into marketing at a startup that's still in stealth, finding opportunities to surprise and delight, and establishing credibility when you haven't got any customers you can point to in a conventional case study. Brook also shares her philosophy on treating content like…
 
In this episode, I sit down with Lisa Riley, Senior Vice President and Head of Global Events at Forrester. We dived into how to run a virtual event that cuts through all the noise, how to retain attention and avoid 'Zoom fatigue', and how to replace the face-to-face networking experience online. Lisa also shares her thoughts on the return of in-per…
 
In this episode, I sit down with Adrienne Barnes, Founder of Best Buyer Persona. We dived into what exactly a buyer persona is, why so many of them are absolute rubbish, and how to create one that actually makes your marketing more effective. Adrienne also shares her advice on how to present a buyer persona to different folks within your organisati…
 
In this episode, I sit down with Andra Zaharia, Content Marketing Specialist for cybersecurity companies. We dived into the unique marketing challenges facing an exploding sector, the role of fear in security storytelling and how to find the balance between education and entertainment. Andra also shared what career opportunities exist in her indust…
 
In this episode, I sit down with Amit Bivas, VP Marketing at Optimove. We dived into why the company has launched a standalone media publication (PostFunnel) alongside its company blog, the opportunities this has created for the Optimove sales team in account nurturing and how Amit has structured his team to push out 10+ pieces of content EVERY WEE…
 
In this episode, I sit down with Sophie Hill, Marketing Executive at Rothley and recent inductee into The Drum Future 50. We dived into her work in transforming the manufacturer of metal tubes into a brand that can stand toe-to-toe with any consumer brand when it comes to digital and design. Sophie walks me through her first week on the job when sh…
 
In this episode, I sit down with... myself. That's right. In a once-in-a-blue-moon recording of B2B Better, I fly solo in sharing some hard-won wisdom on how B2B marketers can run webinars that don't suck. This is real advice for the everyday B2B marketer who wants to be better. Also - why not check out my weekly newsletter, The B2B Bite, where I b…
 
In this episode, I sit down Katie Cacchiani, Digital Media Director at Mediassociates. We dived into how to prepare employees to take part in an advocacy programme, running successful training workshops, and how to motivate unsure staff to take part. Katie also shares some advice on whether an approach to employee advocacy should change when dealin…
 
In this episode, I sit down Alicia Russell, VP Marketing at Onalytica. We talk about how B2B brands can find and leverage influencers to amplify their message, what makes a successful influencer relationship and how to measure a campaign's success outside of vanity metrics. Alicia also shares some tips on how to build an MVP influencer strategy and…
 
In this episode, I sit down Tom Bangay, Director of Content at Juro, the contract automation platform. We talk about: His step-by-step strategy in building a niche B2B community for legal teams How he convinced the first members to join - and persuaded them to stay Why banning his sales team from the community was a great decision This episode is a…
 
In this episode, I sit down Gia Cattaneo, Senior Marketing Specialist and ABM expert. We talk about: What a starter ABM campaign looks like and setting yourself up for success Navigating the dynamics between a joined up sales and marketing approach How to measure the success of an ABM campaign This episode is a must-listen for any marketers wanting…
 
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