Jason Bradwell

B2B Better

At B2B Better, we do one thing and we do it really well. 

Podcasts. 

And we specialise in creating shows for service and solution-based companies. 

Why?   Because when you sell services, you are selling YOUR specific expertise. And what we believe the best way to demonstrate that is to… well, literally talk about it. 

Do any of these problems sound familiar to you? 

❌ Our sales cycles are long and complex. We need to enable our commercial team to prospect better. 

❌ We work with so many amazing clients, but we just can’t get the legal team to sign off on a case study. 

❌ Clients work with us because we understand their problem better than anyone. But no-one knows who we are. 

All of these problems (and more!) can be solved with a podcast. But it’s not enough to just record a Zoom conversation and stick a jingle on either end. You need to take a strategic marketing mindset around HOW the podcast can be leveraged to achieve your desired outcomes. 

And that’s what we do. We’re a Podcast Marketing Agency that does great production - not a production agency trying to figure out marketing. 

Want to find out how a podcast can help unlock your commercial goals? Get in touch here: https://www.b2b-better.com/contact

Chief Executive Officer

B2B Better Podcast

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.

Every week, I sit down with industry experts to break down topics like demand and lead generation, sales and marketing alignment, positioning and messaging and ABM.

Host

Strategy Supercharged Community

Expert-in-Residence: Podcasting

Sopro

Content Collaborator

Karaoke

Karaoke is a community for solo marketers. You might be working on your own but that doesn’t mean you have to be alone.

Find out more here: 

https://www.positivehuman.co/community

Co-Founder

Deltatre

Senior Director, Group Marketing and Communications

Massive Interactive

Director, Product Marketing and Communications

Muc-Off Ltd

Marketing Manager

Vodkr

Marketing and Online Strategist

The Chesil Theatre

Marketing Coordinator

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

Kieran Malaniff

Demand Generation Manager

LinkedIn

Senior Manager, Demand Generation

In my current role at LinkedIn, I am working to implement a Lead Generation strategy for the OSO business. 

This includes:
- Working with cross-functional partners (Engineering, Sales Ops, Sales Systems, Martech, Data Science) to stand up a lead routing process that ensures we send leads to the correct rep, in the correct region in a timely manner.
- Quarterly & Annualized planning to create lead gen targets for each sales segment by taking data available from Marketing Acquisition, Sales Ops & Data Science and applying conversion rates for campaigns. This is completed on a country, region, and language specific basis. 
- Run multiple “always-on” lead generation campaigns for both customers and prospects to connect them with a sales rep when we feel there is value in doing so (early onboarding, unengaged named accounts etc.)  
- Weekly reporting on lead volume & current pacing to plan sent to sales & marketing leadership. 
- Working with Sales to understand specific customer pain points, developing messaging for these and in some cases working with a creative agency to increase key campaign metrics.
- Localization of all key campaigns into markets covered by lead generation – French, German, Spanish, Portuguese, Italian, Dutch & Swedish and constantly monitoring metrics to ensure localized copy resonates in market.

Global Marketing Manager - Demand Generation

During this time I was responsible mainly for global non-paid acquisition programs and elements of customer marketing/education for the OSO LinkedIn Marketing Solutions business in EMEA - across multiple languages. 

Examples include:
- Running a sales enablement program with both new business and existing business to engage non-responsive accounts – Direct Mail, Email Program, Specialised Webinars
- Own the acquisition email strategy responsible for driving  revenue from self-serve & applying a customer-centric approach to our email channel across EMEA (& Global ENG)
- Lead events strategy for OSO in EMEA including conceptualization, planning, promotion, and working with sales teams to maximize success. Responsible for "Grow with LinkedIn" in Paris - the largest event OSO event in EMEA to date.
- Marketing for the Jumpstart team, who offer new customers support & guidance to set them up for success. Marketing support includes a weekly email program & LinkedIn sponsored advertising, as well as owning the SFDC process.
- Planning, promoting, and running webinars for acquisition and customer education – work with the wider OSO team to agree on topical themes.
- Partner with sales, digital operations, enterprise marketing, brand, content & social, global teams, localisation and external agencies to ensure consistency and scalability across campaigns.

Atlantic Technological University

External examiner for marketing subjects at ATU Sligo across marcomms, digital, social, and web analytics.

External Examiner - Marketing

GeoPal Solutions

GeoPal is a customisable mobile workforce management application that connects field workers, remote assets and internet of things sensors, leveraging field data to immediately gain actionable insights and increase the productivity, profitability and health and safety compliance of your business. 

While Marketing Manager at GeoPal Solutions, I was responsible for creating and implementing a vertical led marketing strategy for the business including:
•	Implementing a paid media funnel and content strategy focused on creating demand from selected industries and driving brand recognition.
•	Creating and implementing an ABM strategy to engage key accounts in chosen verticals
•	Developing a partner marketing program to enable scalable growth through a partner network with tiered marketing support
•	Creating a diverse set of product marketing materials to support technical sales and customer education
•	Responsible for sales enablement programs including events, webinars, email etc.

Puca

Púca is a leading provider of mobile marketing and technology solutions. Customers include some of the best-known companies and organisations from Ireland and the UK.

Pay2Sender

Pay2Sender is the smart new way to request and receive payments from your customers quickly, conveniently and securely using SMS and email.

Cora Systems

Cora Systems is a worldwide leader in providing enterprise project and portfolio management solutions to global organizations and government agencies. The platform delivers global consistency, powerful insights, total control and enterprise-wide visibility.

While Marketing Officer at Cora Systems, I was responsible for:
•	Design and copywriting of product & sales enablement marketing materials
•	The EMEA events strategy including sponsorship of third-party events, an annual client conference and Cora run events (breakfast briefings) in Ireland and the UK
•	Website content, including creation of blogs, video, infographics and a sponsored podcast
•	Managing a third-party website, social media and iTunes/stitcher for a weekly sponsored podcast (Project Management Paradise)
•	Creating and editing video content including customer case studies, product explainer videos and company promotion videos
•	Performance marketing across Google and LinkedIn
•	Lead nurturing & remarketing campaigns across paid, social & email. 
•	Employer Marketing initiatives to elevate Cora as a top-tier workplace

Marketing Officer

Instant UpRight

My role in Instant UpRight was to market the product directly into the UK. Traditionally Instant UpRight would have sold through distributors, and given that they since decided to sell direct in the UK, there is a huge emphasis on building the brand. 

I was responsible for all UK advertising, both online and offline and for the design and implementation of marketing strategies for this market. 

Photoshop is widely used within this role, for print design, web banners and posters as well as wide area banners for trade shows and events. 

I became also involved in planning and designing a new website and eventually using WordPress to build once the design was finalised. 

This role also involved lead generation to an extent, developing sales leads for sales representatives as well as researching companies and generating contacts through LinkedIn and LinkedIn Sales Navigator. 

My main role for Instant UpRight in Ireland and the US was marketing and lead generation. I upgraded all marketing materials for both these regions and liaised regularly with potential customers / distributors to help generate leads for the sales teams in these regions.

Internal Marketing & Business Development Executive

Carbon Dioxide Festival

This position came about through a dream to run an outdoor concert. Although it had to be cancelled last minute due to licencing difficulties, it was still a steep learning curve and a life changing experience. I was in constant contact with the licencing authorities, the Gardai, solicitors and also the fire safety office developing plans for the smooth running of the event. We also created our own website which showed information on the location, the music and also it provided the ability to purchase tickets online. The festival was also credited by music festivals Ireland, and tickets were sold through ticketgroup.ie and Xtravision. When our efforts failed we had to cancel vendors and refund the tickets that were already purchased. We also had to issue press statements informing all stakeholders of the change of plans.

Part owner / organiser

Marketing professional with solid experience in demand generation, growth marketing, lifecycle marketing, and event management. I work on strategic marketing initiatives that align with business goals, particularly in the tech and SaaS sectors. I also serve as an External Examiner, focusing on maintaining academic standards across educational programs.

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Jason Bradwell

Kieran Malaniff

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