101 episodes

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.


Each week, Jason Bradwell sits down with industry experts to break down topics like demand and lead generation, sales and marketing alignment, positioning and messaging and ABM.


Learn more about B2B better here: https://www.b2b-better.com/

B2B Better Jason Bradwell

    • Business
    • 4.9 • 11 Ratings

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.


Each week, Jason Bradwell sits down with industry experts to break down topics like demand and lead generation, sales and marketing alignment, positioning and messaging and ABM.


Learn more about B2B better here: https://www.b2b-better.com/

    How to Develop Commercial Discipline as a Service-led Business

    How to Develop Commercial Discipline as a Service-led Business

    In this episode, I’m excited to be joined by Yiuwin Tsang, CEO of Disruptive Thinking. 


    I was really interested in speaking with Yiuwin to unpack his journey in finding differentiation in an incredibly saturated sector - B2B marketing services. 


    During this interview, he took us through his journey from a blank slate to a thriving agency, sharing his blueprint around three core pillars of growth - building the right team, implementing discipline around business development, and getting to grips with the customer journey - all while building the right systems and process to track and analyse efforts. 


    If you work in a small, service-led business and are hitting a wall when it comes to growth - this is the episode for you.





    Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 


    https://sopro.io/b2b-better/

    • 35 min
    How to Think About Marketing in a HYPER Niche Market

    How to Think About Marketing in a HYPER Niche Market

    In this episode, I speak with Frans Swarttouw, Founder of GETTING THE MARKET


    I was really interested in speaking to Frans as a fellow owner of a creative services business - and one that is so niche in its target market to boot.


    How does the company differentiate from more generic, we do all things for all people, type agencies?


    What are the advantages and disadvantages of being so laser-focused on a specific niche?


    And when you have become the big fish in a small pond - what comes next? How do you expand in a meaningful and sustainable way?


    To answer these questions, Frans shared his insights on developing a personalised email campaign targeting new geographies and how he approaches validating a prospecting ‘hypothesis’ through A/B testing.


    You can visit the GETTING THE MARKET website here: https://gettingthemarket.com/





    Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 


    https://sopro.io/b2b-better/

    • 30 min
    How to Incorporate PR into a Multi-Channel Strategy

    How to Incorporate PR into a Multi-Channel Strategy

    In this episode, I speak with Xanthe Vaughan Williams, Co-founder of Fourth Day.


    I started my marketing career working in PR and have always been involved in it in some way or another, working both in-house and agency-side.


    What has struck me over the last decade is that - particularly in B2B - there are some pretty fundamental misconceptions about what PR actually is AND how to build a programme that drives real results.


    During this conversation, Xanthe and I dissect the blurring lines between earned, owned and shared media, building value and credibility through third-party endorsements, and developing a successful multi-channel strategy centred around your company founder.


    You can visit the Fourth Day website here: https://www.fourthday.co.uk/





    Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 


    https://sopro.io/b2b-better/

    • 40 min
    How to Leverage Niche Marketing for Greater Commercial Impact w/ Callum McGranaghan

    How to Leverage Niche Marketing for Greater Commercial Impact w/ Callum McGranaghan

    In this episode, I speak with Callum McGranaghan, Director & Head of Paid Social at Social for Good. 


    We had a great conversation on the power of niching down in service-led businesses and its impact on their prospecting campaigns - especially when combined with low-ticket, high-impact projects to get their foot in the door with new clients.


    Callum also shared the importance of multi-channel outreach, and how segmenting your audience profiles is crucial for standing out in crowded markets.


    He also shared his journey at Social for Good, which involved really understanding what drives customer decision-making and then using this research to develop a value proposition that aligns with those needs.


    This episode is a must-listen for service-based businesses looking to understand how focusing on their core value proposition can drive real-world commercial results.





    Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 


    https://sopro.io/b2b-better/





    Follow Callum here - https://www.linkedin.com/in/callum-mcgranaghan/

    • 35 min
    How To Make Anonymous Case Studies Work for You w/ Joel Klettke

    How To Make Anonymous Case Studies Work for You w/ Joel Klettke

    In this episode, I speak with Joel Klettke, Founder of Case Study Buddy.


    We had a great conversation on B2B case studies - namely, how to create ones that stand out from the usual legal-has-killed-all-joy-from-this-piece-of-content crap that fills our feeds.


    We also covered a topic near and dear to my heart - what can I do to convince a sceptical customer to sign off a case study? There are a bunch of different methods Joel shared, but the one that stood out to me was creating an 'anonymous' case study.


    Follow Joel here - https://www.linkedin.com/in/joelklettke?originalSubdomain=ca

    • 38 min
    How to Unlock New Revenue Through Personalised Outreach w/ Nick Patterson

    How to Unlock New Revenue Through Personalised Outreach w/ Nick Patterson

    In this episode, I speak with Nick Patterson, Co-CEO of Storm & Shelter. 


    We had a great conversation on how marketers in niche, service-led businesses can evolve beyond relying solely on referrals and word-of-mouth to generate new business opportunities.


    Nick shares how Storm & Shelter successfully developed and launched a 1:few email outreach strategy that complimented their existing marketing efforts. This was in response to the tough economic climate we find ourselves in and tougher competitive conditions. 


    He also shared the secret sauce of the campaign, which involved a deep dive into branding and understanding their unique value proposition. 


    I love this interview as it talks directly about solving the key challenge every small, service-based business finds itself trying to solve - generating more business at scale. 





    Big thanks to Sopro for sponsoring this week’s episode of B2B Better. They just published "The State of Prospecting 2024" - a bumper report that offers data-backed advice on optimizing outreach. You can check it out by visiting this link. 


    https://sopro.io/b2b-better/





    Follow Nick here - https://www.linkedin.com/in/nickstormandshelter/ 

    • 37 min

Customer Reviews

4.9 out of 5
11 Ratings

11 Ratings

Runa R ,

Amazing podcast

This is one of the best podcast on marketing out there. Would highly recommend.

ParvaBill ,

Great Listen

Great Podcast, really informative and couldn’t recommend highly enough for tips on business development

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