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 Breaking B2B, which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or...
Jan 11, 2023•9 min•Season 1Ep. 70
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 episode for you. Here's a link to the Disney diagram Ronnie mentioned: https://www.businessinsider.com/1957-drawing-walt-disney-brilliant-strategy-2015-...
Jan 04, 2023•23 min•Season 1Ep. 69
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 the tools they need to have customers come to them... this is a must-listen. And thanks to my friends, Transmission, for sponsoring this episode. Want ...
Dec 09, 2022•19 min•Season 1Ep. 68
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 podcast like Unthinkable. If you care about the intersection of media and business marketing - this is a MUST listen. And thanks to my friends, Transm...
Nov 28, 2022•21 min•Season 1Ep. 67
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 which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or less. You ca...
Nov 17, 2022•10 min•Season 1Ep. 66
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 proud of it. *** In this episode, I sit down with Tina Donati, direct-to-consumer and eCommerce expert, to talk about what D2C fundamentals can (and ...
Sep 22, 2022•18 min•Season 1Ep. 65
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 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 proud of it. *** I...
Sep 08, 2022•17 min•Season 1Ep. 64
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 about when and how to break the news to employees, best practices around aligning two brands across a shared vision and how marketing leaders can best ...
Aug 30, 2022•42 min•Season 1Ep. 63
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 difference between "content user fit" and "channel user fit", and how sales teams can do more with marketing material than just pumping it out on LinkedIn. R...
Aug 23, 2022•35 min•Season 1Ep. 62
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 to running a successful B2B GTM strategy. You can follow Will on LinkedIn here. And on TikTok here. Also - why not check out my weekly newsletter, The...
Aug 16, 2022•29 min•Season 1Ep. 61
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 Emily on LinkedIn here. And on TikTok here. And read the article about employee advocacy we discussed here. Also - why not check out my weekly newslette...
Aug 03, 2022•34 min•Season 1Ep. 60
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 catastrophe. You can follow Eric on LinkedIn here. And learn more about JTBD here. Also - why not check out my weekly newsletter, The B2B Bite, where I break d...
Aug 02, 2022•38 min•Season 1Ep. 59
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 LinkedIn here. And learn more about Stage here. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactic...
Jul 26, 2022•40 min•Season 1Ep. 58
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 and Twitter here. And learn more about The Juice here. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing stra...
Jul 19, 2022•34 min
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 an imagination rut. Charbel shares actionable frameworks around how to draw on a wide array of life experiences to breathe freshness into your mark...
Jul 12, 2022•37 min•Season 1Ep. 58
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 Wordable's ICP pre-purchase 11:25 - Who are you targeting today? 13:17 - How was the product marketed pre-acquisition and how have you adapted your mark...
Jun 05, 2022•33 min•Season 1Ep. 57
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.substack.com You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell/ Got a marketing problem you just can seem to unstick? Pick ...
May 26, 2022•9 min•Season 1Ep. 56
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 thresholds for hitting that block button. Timestamps: 01:44 - When do you block on Twitter? 05:04 - How does community scale with a business? 11:57 - Wh...
May 11, 2022•44 min•Season 1Ep. 55
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 local media, and how to go about establishing credibility with no case studies. Timestamps: 0:56 - Who are you and what do you do? 2:27 - What does A...
Apr 25, 2022•27 min•Season 1Ep. 54
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 some of the best community managers around. Timestamps: 01:24 - Who is Sara Ott? 03:44 - How she ended up at Hound 04:24 - What does Hound do? 07:04 ...
Apr 13, 2022•36 min•Season 1Ep. 53
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 remotely. Shaun also shares his experience in hiring new staff during the great resignation and what it takes to build something memorable. This episode is a...
Mar 30, 2022•31 min•Season 1Ep. 52
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 their pre-seed or seed round, We covered: 02:32 - Who is Charlie O'Donnell? 06:27 - What is Brooklyn Bridge Ventures? 08:32 - Getting a VCs attention as...
Mar 17, 2022•41 min•Season 1Ep. 51
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 side of an acquirer and wondering just how the hell to make a splash. You can follow Isabelle here. Thanks to my friends at Remote for sponsoring this ...
Mar 03, 2022•37 min•Season 1Ep. 50
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 for any B2B marketers tasked with leading a rebrand - the more complex, the better. You'll learn how to manage the expectations and emotions of all sta...
Feb 12, 2022•36 min•Season 1Ep. 49
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 deployed to meet them, and how the team maximised the impact of the day itself. Renette also shared some insights on the role of PR across a company's...
Feb 03, 2022•36 min•Season 1Ep. 48
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 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 ...
Jan 13, 2022•41 min•Season 1Ep. 47
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 also shared the #1 reason where companies fall short in delivering effective, cut-through messaging. This episode is a must-listen for B2B marketers wh...
Dec 02, 2021•38 min•Season 1Ep. 46
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 masterclass in building trust with a hard-to-win-over audience segment. Ronak also shares his advice for non-developer marketers who are tasked with creating t...
Nov 25, 2021•41 min•Season 1Ep. 45
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 organisations looking for actionable demand-gen they can put into practice today. You can follow Marc on Twitter here. Thanks to my friends at Remote for spon...
Nov 18, 2021•45 min•Season 1Ep. 44
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 brands in 2022. This episode is a must-listen for early-stage B2B organisations who want to know how to develop a social media strategy that cuts thr...
Nov 11, 2021•48 min•Season 1Ep. 43
