Devin Bramhall

Co-host: Don't Say Content. Marketing Advisor. Agency Growth Strategist. Former CEO of Animalz.

Your CEO doesn't hate marketing. They hate that you can't prove that it works.

I know because I've been the marketer pitching brilliant strategies that get shelved and the CEO wondering why marketing feels like an expensive black box.

After 15+ years building content strategies as a marketer and tripling Animalz to nearly $12M ARR as CEO, I realized the real problem:

We're optimizing for activities instead of outcomes. Checking boxes instead of driving growth.

The dirty secret? Most "content marketing strategies" are just glorified to-do lists.

My book "B2B Content Marketing Strategy" shows why "do more marketing" is killing growth and what to do instead.

Now I help companies stop doing marketing and start growing businesses as a fractional Chief Growth Officer.

If you're tired of: 
→ Defending your work instead of leading with it 
→ Following frameworks that feel like busy work 
→ Watching brilliant ideas die in committee

You're in the right place.

I help marketers ask better questions. Not “what content do we need?” but “what does the business need to grow?'"

Get weekly no-BS takes on growth: devinbramhall.com/newsletter

Chief Executive Officer

Every marketer I know has the same story right now. 

You followed the rules, the LinkedIn algorithm changed, your reach tanked, and somehow it's your fault.

So I made a carousel about it.

Shout out to Ashley Faus, Stephanie Trovato, Pranav Suryawanshi, Insiya Bharmal, and Rand Fishkin who inspired this post.

Chief Growth Officer [Fractional]. Author: “B2B Content Marketing Strategy” out now on Amazon

A survival guide for marketers

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

**

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

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. ✌️

founder @ B2B Better • we turn points of view into pipeline • podcast marketing agency • co-founder of my daughter

Being a solo founder is lonely as hell.

I’d never worked in an agency before starting B2B Better. The first year or two was a complete baptism by fire. Just making it up as I went along, learning by doing, making every mistake you can possibly imagine.

Nobody tells you how isolating it is.

You’re making decisions that affect people’s livelihoods. You’re wondering if you’re the only one who has no idea what they’re doing.

At the start of 2025, I finally decided to invest in joining a peer group, Growth Leaders.

I’ll be honest - a lot of these cohort groups are absolute rubbish. They’re basically LinkedIn personified. Everyone talking about how brilliant everything is, which just makes you feel worse about your own struggles.

Growth Leaders is different.

It’s an authentic, warm, and a genuinely safe space.

Every month I walk into these sessions with a list of ideas about what I want to do and how I want to do it. And every single time, I walk out with a completely different outlook on how to approach challenges and opportunities.

I honestly believe we’re the sum of our connections.

You can have all the talent and all the ideas in the world, but surrounding yourself with the right people changes everything.

If you’re running an agency or building something on your own and feeling like you’re doing it all in isolation, be kind to yourself. 

It’s hard. Really hard.

And maybe consider finding your people. Not a networking group, or a mastermind where everyone’s selling to each other. But actual humans who get it.

David Lakins Ali Carmichael Ben Jackson Ross Breckenridge Curtis Williams Rebecca Saunders Jones Paul Tansey Anthony Story

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We only went and bloody did it. 

100+ subscribers before the weekend. 

Mr. Beast - I'm coming for you.

Sign-up to our YouTube channel, Pipe Dream. 

Win one of the UK's most loved sweet treats. 

See video for more details. 






(I am not above bribing you)

OK, so there are a lot of horrible things that have come out of the business of social media. 

But this picture is not one of them. 

Because this picture contains a man whom I met on Twitter way back when #MarketingTwitter was all the rage.

Two like-minded souls, firing off 140-character quips to each other on modern-day marketing from the little screens we carry around in our pockets during the height of the pandemic. 

Now, great IRL friends, spending the day shooting the breeze in sunny Bristol. 

Social media gets a lot of stick, and much of it deserved. But without it, Marc Thomas and I would never have crossed paths.

What a legend.

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.

--

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.

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

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.

Stop mass personalising with AI. Start building real relationships.

Most B2B marketers saw AI tools and thought: more automation = more pipeline.

Wrong.

What actually happened:

>> AI slop everywhere
>> Prospects seeing through fake personalisation
>> Content that feels watered down
>> Sales cycles getting longer, not shorter

Charlie Riley, former Head of Marketing at OneScreen.ai (and now VP Marketing at InsurePay), runs marketing as a team of one. Here's what's actually working:

→ CEO thought leadership (real stories, not corporate speak) 
→ Private dinners with 8-10 prospects (non-scalable by design) 
→ Sales team activation through time-blocking, not hoping

Something he said that really stuck with me: 

"You can't just ask salespeople to post when they find time. There's always going to be an excuse. Block 30 minutes every Monday and Thursday. Make it expected behaviour."

This is what systematic owned media looks like when you're not chasing vanity metrics.

Charlie proved it: millions in pipeline from LinkedIn activity alone. Not from engagement rates. From deals closed.

The alternative to AI slop isn't doing less. It's being more deliberate about what actually moves prospects through your funnel.

How are you measuring content impact - by downloads or by deals influenced?

---
Check out this episode wherever you get your podcasts - just search 'Pipe Dream' on Spotify, Apple and YouTube.

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Hey, I'm Jason. 👋

I help B2B brands launch shows that turn their point of view into pipeline.
If you're launching a podcast (or have one already) and are not sure how it can hit your bottom line, DM me anytime.

More than happy to do a free 30-minute workshop with you.

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.

---

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.

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.

---

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.

My biggest takeaways from Diane Wiredu 🦁 at Lion Words 🦁 on today's episode of Pipe Dream:

1) Message-market fit matters as much as product-market fit. The best product in the world falls flat if your messaging doesn't cut through. Message-market fit is when what you say about your product actually aligns with what buyers care about. It shows up in shorter sales cycles, right engagement, attracting right prospects, and repelling wrong ones. The magic zone isn't just resonance - it's meaningful resonance that moves people through the funnel.

2) Clarity isn't the same as simplicity - and we've over-indexed on simplicity. B2B brands have stripped out so much meaning chasing 'simple' that we're left with 'something reimagined' and 'easy to use' nonsense. Clarity is about meaning, not minimalism. If you're selling to engineers, don't talk to them like children. Jargon isn't the problem - buzzwords are. 'Unleash', 'unlock', 'AI-driven' add nothing. But speaking your buyer's language, even if that includes acronyms and technical terms, is critical.

3) Differentiation for service businesses isn't one USP - it's value stacking. Most companies don't have one radical thing that makes them different. Diane's approach: combine approach/methodology, delivery model, expertise/credentials, and point of view. Your differentiation doesn't have to be radical, it just has to be relevant to your ICP. It's like marginal gains in cycling - 1% better at multiple things compounds into a Tour de France winning team.

4) The biggest KPI for messaging work is your whole team saying the same thing. Not on-page conversions or click-throughs. Internal alignment from CEO to newest intern. Messaging isn't a marketing thing, it's a company strategy thing. Diane won't do messaging work if the CEO isn't involved - because if leadership doesn't believe in it, it doesn't get rolled out. Top-down buy-in makes everything else possible.

5) AI is brilliant for execution and synthesis, terrible for strategic thinking. Diane's been testing ChatGPT against Claude with full project documentation - most of the time she does things better and faster herself. Use AI to extract information, synthesize, poke holes in arguments as a sparring partner. But don't outsource the thinking work, especially for differentiation and positioning. That's the quickest road to commodity messaging.

---

Check it out on Apple/Spotify/YouTube!

🎧 Spotify: https://lnkd.in/eGnDKf_7
🍎 Apple: https://lnkd.in/eusHWsnE
📺 YouTube: https://lnkd.in/ePd2Y6Tq

---

This is Episode 9 of 100 from Pipe Dream. Another SaaStock recording. Starting to think I should just move to Dublin permanently.

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The Battle

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