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

Time to put the pâté and cheese away (talking to myself) - 2026 is well and truly here.

Arriving at the office extra early this morning to get things set up before the team arrives. Sweet jars refilled, furniture straightened, and taking a quick moment of quiet reflection before getting stuck in.

The last 12 months have been great for B2B Better. We moved into our own office space (which is looking so nice), grew to 9 full-time, doubled revenue while staying profitable, and doubled the number of podcasts we produce. There's been a lot of travel - USA, Dubai, Europe - and a lot of late nights making it all work.

But as we've grown, the questions have changed. How do we scale sustainably without losing what makes us good? How do I show up for my family while building this? How do we stay ahead of AI disruption and keep delivering genuine value when the market's moving faster than ever?

I don't have all the answers yet. But sitting here in the quiet before everyone arrives, refilling sweet jars while my kid is still asleep at home, I know my priority for 2026: practice more appreciation for what we are and how far we've come since opening our doors in 2023.

Here's to a good year. Let's make it count.

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

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..

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!

It is really wonderful to see a feed full of people starting new jobs today. 🤩

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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.

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.

--

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!

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.

---

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!

I believe lawyers deserve better marketing advice.

For over 15 years, I’ve been helping attorneys understand how people really find and hire lawyers online without the jargon, gimmicks, or empty promises that too often define the SEO and digital marketing industry.

As co-founder of AttorneySync, I work at the intersection of legal marketing, technology, and trust. My focus is on empowering lawyers to take ownership of their online presence, build authentic authority, and attract clients the right way.

You’ll often find me speaking at conferences, podcasting, or writing about:

	•	How real people make decisions about hiring lawyers
	•	The ethics and realities of marketing a law practice
	•	Why transparency and education matter more than “hacks”

If you care about building a better web for legal consumers, one that rewards clarity, honesty, and meaningful connections, let’s connect.

Gyi Tsakalakis

"SEO is how you won in search. 

AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are how you win the recommendation in AI-powered discovery. 

AEO drives clarity—accurate, real-time data AI can interpret. 

GEO drives credibility—content that positions your brand as authoritative. 

That's the new game."

- Jennifer Myers, Principal Product Manager, Microsoft Shopping & Copilot

Admittedly, "From Discovery to Influence: A Guide to AEO and GEO," is aimed at retailers and focused on agentic commerce.

But many of the principles are applicable in other contexts, including professional services, like law firms.

✅ Intent-driven service information

✅ Multi-modal signals

✅ Verified Social Proof

✅ Content Integrity

✅ Authoritative Brand Identity

At AttorneySync, we're investing in helping law firms show up in AI ecosystems.

What does that mean?

🤝 Strategic guidance in improving review count and sentiment.
🤝 Structured data
🤝 Structured content to ground conversational answers.
🤝 Brand identifiers (thought leadership, certifications, etc).
🤝 Multi-modal content development (beyond just text content).

While there is a great overlap between traditional SEO strategies and tactics, it's undeniable that there are key key differences between traditional SEO and AI ecosystems.

This is probably no more evident than in the context of user behavior.

SEO: "car accident lawyer near me"

AEO/GEO: "Who are most experienced car accident lawyers in my city who offer free consultations, will take my case all the way to trial, and have the best track record for success. Include the highest-rated and most reviewed law firms."

We have to evolve our thinking.

Concepts of "keywords" and "rank tracking" need to be reevaluated.

Anyway, check out the guide.

I found it illustrative.

Why AttorneySync for legal marketing? Accountability. Transparency. Results.

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Bradwell's LinkedIn Performance

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