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

I’m resharing this because I think it deserves an alternative perspective, and because I have a vested interest in giving one.

My entire business is premised on the idea that podcasting, done correctly, drives commercial returns. So take what follows with that context in mind.

Paul’s article argues that corporate podcasting is a bubble about to burst. His case rests on a couple of core aguements:

>> that audio is slower to consume than text

>> that studies show listeners retain less than readers

>> … and that the investment is difficult to justify given the murky evidence of returns. 

On that last point especially, he’s not entirely wrong. Too many corporate podcasts are vanity projects with no coherent commercial purpose, and the industry has leaned on flimsy data to justify significant investment. 

He’s also fair enough to acknowledge that audio has genuine use cases. This isn’t a polemic.

Where I think the article goes wrong is in the question it’s asking.

Framing podcasting as audio versus text, and measuring audio against text on speed, comprehension, and searchability, is asking whether a hammer works as a screwdriver. The efficiency gap argument assumes that the alternative to listening to a podcast is reading an article, that both are competing for the same window of attention. 

They’re not. 

Audio fits around your life in a way that text cannot. The commute, the gym, the school run. That’s not time anyone spends reading white papers.

The comprehension studies cited compare students processing dense academic material in audio format against those reading it as text. 

Of course text wins there. 

But that tells us nothing about thought leadership content built specifically for the medium, designed to be engaging, conversational, and editorial rather than a recorded lecture.

The deeper issue is that in a services business, your people and your point of view are your most powerful differentiators. A video podcast is the most effective vehicle I’ve found for putting both front and centre, consistently and at scale. 

It’s not a content format. It’s a platform. The blog post, the transcript, the short-form clips, the sales asset: those are all outputs of the same engine.

The brands generating real returns from their podcasts are not measuring downloads. They’re treating it as a full-funnel thought leadership platform and measuring pipeline. 

We’ve worked with organisations that have attributed over a quarter of a million pounds in closed-won revenue to their podcast, tracked in HubSpot.

The question isn’t whether podcasting beats writing things down. It’s whether your people and your point of view are your biggest competitive advantage, and if so, what’s the most powerful vehicle to get them in front of the right buyers consistently.

I think I have a different answer to Paul on that. Happy to be challenged.

Curious to hear what you think Harry Morton, Gareth Evans, Ben Farley.

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

Helping communicators lead with AI | Internal, External, & Executive Communications | AI Strategy & Leadership | Ghost-writing

My latest piece for Inc. Magazine.

“Next time someone proposes a corp podcast, ask them: What evidence do we have that this will work better than writing it down?

If they can't answer, you have your answer.”

💥

Open article: The Corporate Podcast Bubble Is About to Burst by inc.com

The Corporate Podcast Bubble Is About to Burst

"We've had 10,000 downloads across 30 episodes and booked two sales meetings. What are we doing wrong?"

Everything. Absolutely everything.

Because downloads are what podcast production agencies sell you. They're easy to measure and they don't pay anyone's salary.

Here's what actually went wrong:

The show was built to get listeners, not to close deals. The guests were influencers with big followings - not clients with real proof. The sales team had never heard of the show, let alone used it. And the content existed in a marketing silo that no one in revenue ever visited.

This isn't a content problem. It's a strategy problem.

The question that most teams don't ask before they hit record: which specific deals will this help us close?

If you can't answer it, you're not ready. You'll end up with more downloads and the same number of meetings.

The fix isn't complicated. Audit your funnel gaps first. Map content to deal stages second. Package everything for sales - not just social. Measure pipeline touched, deal velocity, rep usage. Not downloads.

Most B2B podcasts are expensive therapy for executives who like the sound of their own voice. The ones that drive revenue are built the other way around - starting with what sales needs and working backwards.

LET ME KNOW IN THE COMMENTS - what's the most useless metric your leadership team still asks you to report on?

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Check out this episode wherever you get your podcasts - just search 'Pipe Dream B2B Better' 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.

I worked for a company once that powered some of the biggest sports media properties in the world.

Premier League. Formula One. Household names.

And we couldn't talk about any of it.

Rights holders don't give vendors free permission to use their logos and names. They get paid for sponsorship. Why would they give that to a tech company they're already paying for services?

So our case study pipeline was dead. Anonymous write-ups that nobody believed. An incredible body of work that was completely invisible commercially.

Then we launched a podcast.

Not "come and tell everyone how great we are." But: "Come and talk about the future of your industry. Here are the questions in advance. Nothing goes live without your sign-off."

The VP of Digital from a major US sports league - someone who had rejected every conventional request for four years - said yes almost immediately.

After we finished, I asked him why. He said: "For years you've been asking me to do things for you. This time, you asked me to do something for me."

That's the unlock.

Traditional case study: you get the logo, the quote, the credibility. They get the hassle, the legal review, the risk.

Podcast platform: they get a stage, content assets they can use for their own marketing, reach into your audience, and full approval rights. The value exchange is actually balanced.

The acceptance rate for case studies in regulated industries: roughly 5%.

For editorial podcast features framed this way: around 70%.

Same story. Completely different ask.

—

Check out this episode wherever you get your podcasts - just search 'Pipe Dream B2B Better' on Spotify, Apple and YouTube.

—

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.

Getting grilled by your exec team about thought leadership ROI? You HAVE to listen to this episode. 

I spend my entire day talking with B2B brands on how to run integrated thought leadership campaigns that turn their point of view into pipeline. One of the biggest questions that I get in response is: 

"Okay, but how do we measure it?" 

Sitting down with Ross Breckenridge for the latest episode of Pipe Dream to really dig into how you measure the success of your thought leadership against the metrics that actually matter (pipeline, revenue, profitability) was an absolute masterclass.

--

Check out this episode wherever you get your podcasts - just search 'Pipe Dream B2B Better' on Spotify, Apple and YouTube.

--

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.

What most B2B marketers think "becoming a media company" means:

> Hire a journalist
> Launch a podcast
> Post more content
> Build a BuzzFeed for your niche

What it actually means:

> Stop starting from zero every quarter
> Stop being indistinguishable from your competitors
> Stop measuring success by impressions instead of pipeline
> Build something that earns trust before someone enters a buying cycle

The companies that don't make this transition face three problems that compound over time. They're stuck in campaign mode forever - spending to generate attention they don't own. They're always starting from scratch - cold outreach, paid ads, SEO resets. And they're commoditised - everything they do can be replicated by a competitor tomorrow.

The shift isn't about content volume. It's about choosing one or two channels and actually nailing them. It's about publishing a consistent point of view, not a content calendar. It's about getting the hundred right people to your podcast, not a hundred thousand wrong ones.

When B2B companies get this right, three things happen: outbound gets easier because people already recognise you, sales cycles shorten because trust exists before the first call, and deals get less fragile because you've been present since the start of the buying journey.

That's the whole model.

—

Check out this episode wherever you get your podcasts - just search 'Pipe Dream B2B Better' on Spotify, Apple and YouTube.

—

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.

Idea Grove

-- Craft dynamic marketing strategies for new agency clients, focusing on propelling brand and executive visibility through thought leadership.
-- Develop resonant brand messaging for dozens of clients, identifying unique value propositions, incisive thought leadership and product themes, and narratives that position clients as trailblazers.
-- Spearhead market research projects, developing detailed buyer personas and audience profiles that fuel targeted outreach.
-- Oversee established marketing programs, ensuring they meet defined goals and swiftly adjusting strategies if progress is too slow.
-- Collaborate with other members of the senior leadership team to guide the agency’s overall direction.

Vice President of Strategy and Content

-- Propelled primarily B2B brands past their competitors by implementing strategic content initiatives that helped them seize untapped opportunities.
-- Ensured content aligned with each client's unique strategy and resonated with the market.
-- Managed an in-house content team and stable of freelancers, overseeing the creation of impactful byline articles, dynamic blog posts, insightful white papers, captivating ebooks, and diverse marketing assets, strategically meeting buyers on their turf.
-- Craft white papers, ebooks, byline articles, blog posts, and other collateral and thought-leadership content for Idea Grove's B2B technology clients as needed.

Director of Content Marketing

-- Lead strategic content planning that drives thought leadership public relations and inbound marketing campaigns for more than a half dozen enterprise technology clients
-- Oversee the creation of byline articles, blog posts, white papers, ebooks, and other marketing collateral for those same clients.
-- Develop web site content, focusing on marketing message, the sales funnel, and keyword and SEO optimization

Senior Content Manager

D Custom

-- Served as managing editor on a variety of custom publications, generating ideas then assigning and editing stories to ensure each article fit client voice and tone guidelines
-- Wrote feature-length articles, blog posts, and other marketing collateral (email blasts, direct mail pieces, custom books, social media posts, etc. …) for various clients
-- Created video scripts on a variety of topics, both in the B2C space and B2B space 
-- Developed web site content for multiple clients, focusing on keyword and SEO optimization
-- Oversaw budgets for numerous projects

Managing Editor

The Dallas Morning News

-- Teamed with page and section editors on the presentation of columns, choosing illustrations, photos, or graphics that would best convey the position of the columnist
-- Coordinated with writers and editors on the graphics and images to pair with their editorials to make them as persuasive as possible
-- Edited copy for grammatical errors, style errors, and consistency
-- Collaborated on the development of the newspaper's position on topics and issues as a member of the Editorial Board
-- Wrote editorials as needed

Presentation Editor - Editorial Department

-- Collaborated with section editors on the presentation of news stories, including story placement on the page
-- Served as Metro News Editor, overseeing the production of four zoned metro sections and assuring the use of proper news judgment and design guidelines
-- Coordinated the movement of stories and photos from the editors to the news desk to make sure pages were typeset by deadline

Assistant News Editor

-- Supervised a desk of news editors who produced 12 different suburban newspapers published by The Dallas Morning News, assuring that pages followed proper design guidelines and that proper news judgment was used
-- Coordinated with section editors from the Metro Department on which stories should be played where and which stories should lead the sections
-- Assured that all news editors were working diligently and that each of the sections was typeset by deadline, stepping in to help build pages when needed

Suburban News Editor

Arlington Morning News

Copy editor/Page designer

I've always loved stories. I love their power to inform, their power to educate, and their power to inspire. We all have stories to tell, whether we are individuals or companies. I like to find those stories and then help in their telling. That's why I've made it my career for more than 25 years. 

My 15 years in journalism taught me how to identify stories that will resonate with people. And after more than a decade in marketing, I've learned how to tell those stories in a way that inspires action. That includes understanding both how the individual stories are told as well as the larger strategy behind what kind of stories to tell and the language used to tell them. 

I love helping companies figure out where their voice fits inside the market, what stories they are uniquely positioned to tell, and how they can best use those stories to build authority and, ultimately, trust with the companies that could be their customers.

Over the years, I've helped our clients develop brand messaging, buyer profiles, content strategies,  and thought leadership.

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Jason Bradwell

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The Battle

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Engagements

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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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