The applied training podcast covers all topics relating to strength training, mindset, behavior change and holistic health.
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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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How to Develop Commercial Discipline as a Service-led Business
35:50
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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…
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How to Think About Marketing in a HYPER Niche Market
30:46
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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 advant…
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How to Incorporate PR into a Multi-Channel Strategy
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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…
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How to Leverage Niche Marketing for Greater Commercial Impact w/ Callum McGranaghan
35:16
35:16
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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 …
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How To Make Anonymous Case Studies Work for You w/ Joel Klettke
38:45
38:45
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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 c…
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How to Unlock New Revenue Through Personalised Outreach w/ Nick Patterson
37:12
37:12
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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 stra…
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Ranking The 3 Major Content Distribution Buckets w/ Justin Simon [PODCAST SWAP]
22:13
22:13
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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 b…
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How To Reimagine Marketing in Legacy Industries (Through Media) w/ Neil Weaver
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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 …
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How to Use AI for Marketing Strategy, Not Just Execution w/ Meghan Keaney Anderson
24:40
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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 budgetin…
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How to Get 25 Million Podcast Downloads w/ Nathan Latka
33:03
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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 MILLIO…
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How to How to Rethink Trade Shows for Real ROI w/ Leslie Venetz
37:19
37:19
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**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 …
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Episode 17: Life of A Professional Hockey Player & Leaving An Impact with Brendan Perlini
1:28:58
1:28:58
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In this episode I sit down and talk with Brendan Perlini about his career as a professional hockey player, starting at the young age of 14! He goes in to depth about growing up in a small town that doesn't appreciate the game of hockey, navigating his way through professional sports as a teen, opposing traditional mentalities and belief systems, an…
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How to Collaborate with Partners to Grow Your Podcast w/ Lauren Lynch
32:31
32:31
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In this episode, I speak with Lauren Lynch, who previously was Director of Marketing at Set Solutions, a Trace 3 company. We had a really interesting conversation on a strategy she deployed to both fund and grow a popular podcast with IT professionals by leveraging 'Marketing Development Funds' - i.e. budget she was awarded through reseller agreeme…
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Episode 16: Mastering Breath Work & Mindfulness Through Meditation with Brandon Harris
1:19:43
1:19:43
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In this episode I sit down with Brandon Harris to talk about mindfulness, meditation and breath work. These three aspects encompass the idea of creating awareness with your perception of reality. We all create a narrative of what reality is (how people perceive us, how we perceive the world, what to do in stressful situations) but are we aware of h…
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Episode 15: The Golden Retriever Mentality with Jake Smith
1:31:57
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In this episode I sit down once again with one of the most loving, authentic and driven people I know, Jake Smith. We cover a broad range of topics from Chat GPT-3, to pharmaceutical drugs like Metformin, and much more. The diversity in his accomplishments between winning high level Crossfit competitions, getting an MBA at the University of Washing…
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How to Do Customer-led Growth w/ Georgiana Laudi
27:30
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In this episode, I talk to Georgiana Laudi, Co-founder of Forget the Funnel. We talk about why the conventional marketing funnel is fundamentally broken (so stop using it) and what needs to take its place - actually talking to customers to figure out what they need and how to build a strategic plan that moves the needle. Gia also shares a step-by-s…
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How to Create Compelling B2B Content w/ Amanda Natividad
28:29
28:29
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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 …
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How to Become a Media Company w/ Andrew Davies
31:02
31:02
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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 h…
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How to Design a Category for Your Brand w/ John Rougeux
23:34
23:34
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In this episode, I talk to John Rougeux, Partner at Category Design Advisors. We talked about what category design ACTUALLY means in B2B, the eight levers to pull to build a business that is radically different, and how to think about category design against company positioning. You can learn more about John at www.categorydesignadvisors.com And th…
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How to Build an MVP Marketing Strategy for Startups w/ Lucy Heskins
29:40
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In this episode, I talk to Lucy Heskins, Founder of Oh Blimey. We talked about the components of an early-stage marketing strategy, how to acquire your first paying users and whether your first hire should be in-house or outsourced. This is a must-listen for startup founders or first marketing hires stuck on where to focus time, energy and resource…
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Q&A on Building a Podcast for Your B2B Company
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32:08
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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 shou…
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How to Produce an Owned Event: Tips from SaaSOpen w/ Danielle Messler
23:33
23:33
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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,…
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How to Produce Webinars That Don't Suck w/ Mark Kilens
23:31
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In this episode, I talk to Mark Kilens, CMO of Airmeet. We broke down how to create a webinar programme that doesn't make your mother want to cry with boredom. From how to structure a series to knowing what characteristics a killer host should exhibit - this is a blueprint on how to stand out from the 1,000s of terrible live video shows out there. …
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How to Get to 100k B2B Followers on TikTok w/ Maria Erikslund and Andrew Athias
1:09:55
1:09:55
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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 …
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How to Position a Service-based Business w/ April Dunford
24:31
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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 som…
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[MASTERCLASS] How to Build Long-Term Demand Through Online Courses w/ Ramli John
9:40
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In this episode, I talk to Ramli John, Content Director at AppCues. We discussed how he launched a series of educational courses to build demand with his target ICP. This episode of a new micro-series under the B2B Better umbrella, Breaking B2B, showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the …
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How to Run Brand Campaigns That Actually Generate Revenue w/ Kyle Lacy
29:34
29:34
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I sit down with Kyle Lacy, CMO of Jellyfish. We talk about how to build a balanced marketing strategy against revenue and brand targets, why investing in experiences is so important - even in this macroeconomic climate - and how a tiny Golden Llama statue generated thousands in revenue for his company. Also - why not check out my weekly newsletter,…
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[MASTERCLASS] How to Drive Revenue with Direct Mail and Taylor Swift w/ Jeffrey Mack
9:30
9:30
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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…
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How to Build and Run a Social Selling Strategy in B2B w/ Josh Krakauer
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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…
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How to Market Your Startup feat. 7 B2B Startup Marketers
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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…
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[MASTERCLASS] How to Make Cement Sexy on TikTok w/ Andrew Athias
9:21
9:21
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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…
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How to Think Like a Media Company in B2B w/ Ronnie Higgins
23:20
23:20
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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…
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How Can Personal Branding Help You Sell Solutions? w/ Amelia Sordell
19:11
19:11
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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…
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How to Develop a Strong B2B Podcast Hook w/ Jay Acunzo
21:24
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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 …
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[MASTERCLASS] How One Company Invented a Trading Card Game to Drive 150+ Qualified Opportunities
10:27
10:27
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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 …
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Episode 14: Applied Methods of Self-Improvement (lessons learned in Washington)
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In this episode I break down three areas of self-improvement that I was unintentionally challenged to practice while living in the state of Washington. These methods played a significant role in keeping me mentally and physically healthy.
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Episode 13: The Navy, SWCC Training and Training Efficiencies In Tactical Strength and Conditioning with Andrew Barclay
58:23
58:23
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In this episode I sit down with Andrew Barclay: Retired Petty Officer 1st Class, Men's Physique competitor and Strength & Conditioning Coach for the Army at JBLM.
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How to Apply D2C Best Practices to Your B2B Marketing Strategy w/ Tina Donati
17:45
17:45
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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…
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How a Roofing Specialist Grew Its TikTok Following by 300% in Eight Weeks w/ VILPE
17:05
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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…
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How to Think About Marketing After Your Company Has Been Acquired w/ Jason Bradwell
41:44
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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…
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How to Nail B2B Content Distribution w/ Ross Simmonds
35:25
35:25
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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…
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How to Set-Up a CRM to Not S*** The Bed w/ Will Aitken
28:32
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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 …
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How to Get TikTok Famous in B2B w/ Emily Brady
34:29
34:29
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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…
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How to Use JTBD as a New-Age B2B Marketer w/ Eric White
37:43
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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…
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How B2B Organisations Fall Short of Private Equity Expectations w/ Krista Morgan
40:25
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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…
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How to Amp Up Your Content Distribution for Quick Results w/ Brett McGrath
33:35
33:35
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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…
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How to Find Inspiration in Unexpected Places w/ Charbel Simon
36:46
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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 …
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How to Pivot a Marketing Strategy to Tackle a New ICP w/ Jeremy Moser
33:29
33:29
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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…
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How ProfitWell's Media Strategy Contributed to its $200m Acquisition
8:32
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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…
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How to Scale Community from Startup to IPO w/ Christina Garnett
44:11
44:11
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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…
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