Pipe Dream | A B2B Marketing Podcast

B2B Better
  • 4.9 (11)
  • MARKETING
  • UPDATED FORTNIGHTLY

Pipe Dream profiles the B2B companies that have cracked the code on audience-driven marketing, building podcasts, newsletters, and content channels that don't just generate awareness, but actually drive qualified pipeline. Host Jason Bradwell, founder of B2B Better, sits down with the marketers and founders who've shifted away from traditional demand gen tactics to build their own audiences. Each episode breaks down the numbers, the conversion systems, and the tactical decisions that turn listeners into buyers. This isn't a show about marketing theory or best practices. It's about what's actually working right now: how much it costs, what converts, and why owned audience beats rented attention every single time. If you're tired of vanity metrics and want to understand how to build a content engine that drives real revenue, this is your show. New episodes... all the time. Learn more at http://www.b2b-better.com

  1. Is Your Marketing Funnel Destroying Your Brand? A CMO's Honest Take | Yiannaki Loizou — Communication Marketing Director, Miratech

    10 HR AGO

    Is Your Marketing Funnel Destroying Your Brand? A CMO's Honest Take | Yiannaki Loizou — Communication Marketing Director, Miratech

    We 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, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link Most B2B marketing teams are building on sand, and the funnel is the reason why. In this episode, we pull apart one of marketing's most sacred frameworks and ask whether it's quietly costing you your best work. Jason is joined by Yiannaki Loizou, Communications Marketing Director at Miratech, for a masterclass in brand-led B2B marketing strategy. Yiannaki brings decades of experience scaling international tech businesses and leading significant rebrands, and he makes a compelling case for why brand is not a luxury in B2B; it is the foundation everything else is built upon. Together, Jason and Yiannaki explore why the marketing funnel was originally a reporting tool for group behaviour, not a prescription for how individual buyers make decisions. They discuss how the pursuit of measurable, repeatable results has slowly eroded the creativity, experimentation, and distinctiveness that make marketing truly effective. From gaming attribution models to underfunding brand, the conversation covers the real costs of funnel worship in the modern B2B environment. The episode also tackles the emotional reality of B2B buying, the concept of H2H (human to human) marketing, and what it actually looks like to advocate for brand investment inside organisations that are laser-focused on pipeline. Key Takeaways ◼️ Why the funnel misleads leadership -- it was designed to report on group behaviour, not predict how individual buyers make decisions, and over-relying on it encourages oversimplification ◼️ How to make the business case for brand -- ask executives what truly drives their own purchasing decisions, and watch the conversation shift from slide decks to honest human reality ◼️ Why B2B buying is never purely rational -- committing millions in tech spend over multiple years is an emotional decision, and brands that build trust and credibility long before the buying window opens will win ◼️ How to position marketing as more than a lead-gen machine -- own the narrative internally, educate stakeholders on what marketing can add beyond pipeline attribution, and resist becoming a pure execution department ◼️ Why starting with brand always pays off -- running demand campaigns without a solid brand foundation means fighting with a permanent handicap; the earlier you invest in brand clarity, the better every campaign performs ◼️ How to drive change without a full reset -- find allies outside of marketing who believe in the brand vision, start with a pilot, and build confidence through small, well-evidenced wins before asking for a wholesale shift in strategy Relevant Links and Resources Connect with Yiannaki Loizou on LinkedIn: https://www.linkedin.com/in/yiannaki-loizouTrainual: https://www.trainual.comVolvo "Epic Split" campaign featuring Jean-Claude Van Damme: search "Volvo Trucks Epic Split" on YouTube What's Next If this episode resonated with you, share it with a B2B marketing leader in your network who is fighting to make the case for brand investment. And if you are ready to turn your own podcast into a genuine pipeline asset, the link below is a great place to start. Useful Links Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-PodcastLearn more about B2B Better: https://www.b2b-better.com

    31 min
  2. Is the Corporate Podcast Bubble Bursting? Here's the Truth | Jason Bradwell, Founder of B2B Better and Host of Pipe Dream Podcast

    1 DAY AGO

    Is the Corporate Podcast Bubble Bursting? Here's the Truth | Jason Bradwell, Founder of B2B Better and Host of Pipe Dream Podcast

    We 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, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link One article claimed the corporate podcast bubble is about to burst. Jason isn't letting that go without a fight. A piece published on Inc.com arguing that corporate podcasting is inefficient, hard to justify, and on borrowed time landed in Jason's feed, and rather than scroll past it, he decided to take it apart, argument by argument. In this solo episode, Jason gives credit where it's due, challenges where the thinking falls short, and makes the case for why B2B podcasting represents a bigger commercial opportunity than ever. The article in question, written by digital communications leader Paul Rei, raises four core arguments: audio is slower than text (the so-called "60% efficiency gap"), comprehension suffers in audio format, listeners lose the ability to search and skim, and ROI is nearly impossible to measure. Jason takes each one seriously and then explains precisely why the framing misses the point entirely. The real issue, as Jason sees it, is that the article evaluates podcasting as a content format competing directly with text. But that is not the right question. The person listening to your podcast is on a commute or at the gym, they are not about to open a white paper. A piece of content consumed at 150 words per minute beats one that never gets read at all. Jason also pushes back on the comprehension argument, noting the study cited compares students processing dense academic material in audio against text, a category error when applied to well-produced B2B thought leadership content. And on the loss of agency point, he highlights that tools like Descript have effectively solved the transcript problem already. Key Takeaways ◼️ Why the "efficiency gap" argument misunderstands how people actually consume podcasts, and why a 150 wpm listen beats a white paper that never gets opened ◼️ How to evaluate B2B podcasting as a full-funnel platform rather than a content format competing with text ◼️ Why the comprehension study cited against audio is a category error when applied to conversational, editorial thought leadership content ◼️ How to use transcripts and companion content to solve the "loss of agency" problem with tools like Descript ◼️ How B2B organisations have attributed over £250,000 in closed-won revenue to a single podcast, tracked directly in HubSpot ◼️ Why the corporate podcast bubble will only burst for brands with no strategy and what separates them from those generating real commercial returns Chapter Markers 00:00 Intro 01:05 The "60% Efficiency Gap" and What It Actually Means 02:00 The Comprehension Study: Why the Research Doesn't Apply 02:45 Loss of Agency: Has the Argument Kept Pace With the Industry? 03:20 The Vanity Project Problem 04:30 Why the Article Is Asking the Wrong Question 05:20 How B2B Brands Are Attributing Real Pipeline to Podcasting 06:15 Is the Corporate Podcast Bubble About to Burst? Relevant Links and Resources Original article by Paul Rei on Inc.com: "The Corporate Podcast Bubble Is About to Burst"Descript (transcript and editing tool mentioned): https://www.descript.comLenny's Podcast: https://www.lennysnewsletter.com/podcast20VC Podcast: https://www.thetwentyminutevc.comConnect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/ What's Next Got a take on whether the corporate podcast bubble is real? Jason wants to hear it. Drop him a message on LinkedIn or leave a comment below. Useful Links Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/ Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast Learn more about B2B Better: https://www.b2b-better.com

    7 min
  3. Why "No Case Studies" Clients Say Yes to Podcasts (Every Time)

    2 DAYS AGO

    Why "No Case Studies" Clients Say Yes to Podcasts (Every Time)

    We 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, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link A client with a legal ban on case studies spent 45 minutes on a podcast telling the exact story you needed, and then shared it on their LinkedIn. The packaging was the only thing that changed. In this solo episode, Jason Bradwell breaks down one of the most practical and underused strategies in B2B owned media: using your podcast to unlock social proof from clients who will never, under any circumstances, agree to a case study. If your sales team is fumbling through anonymous wins while your competitors flaunt a case study library, this episode is the playbook you have been missing. Jason draws on real examples, including a multi-year engagement with the NFL, to explain the psychology behind why podcast invitations succeed where case study requests fail. It comes down to three forces: personal brand versus corporate policy, a collaborative ask versus an extractive one, and the ripple effect that makes every future request easier once the first "yes" has been secured. He then walks through a precise five-step framework any revenue team can implement immediately, from identifying your no-case-study clients to using the resulting episode as a trust wedge throughout the sales cycle. This is a short episode, but the insight is one that changes how you think about your podcast's role in the revenue process entirely. Key Takeaways ◼️ How to reframe a case study request as a podcast invitation to bypass legal, procurement, and policy objections entirely  ◼️ Why personal brand motivation is one of the most powerful unlocks in B2B social proof strategy  ◼️ How to write interview questions that surface the client story you need without ever asking directly  ◼️ Why the first podcast "yes" makes every subsequent ask, including quotes, proposals, and sales clips, significantly easier  ◼️ How to identify which clients in your CRM are the highest-priority targets for this approach  ◼️ Why owned media is not just a content play but a trust infrastructure for your entire revenue team Chapter Markers 00:00 Intro 00:45 The client who banned case studies then spent 45 minutes on the podcast 02:00 Why your sales team is stuck without proof 02:45 Why it's a packaging problem, not an information problem 03:00 Personal brand beats corporate policy 03:30 How flipping the ask changes everything 04:00 Letting the story come out naturally through smart questions 04:20 The ripple effect: how the NFL said yes 05:00 The five-step framework to unlock no-case-study clients 06:30 Closing thoughts and who to share this with Relevant Links and Resources Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/  B2B Better: https://www.b2b-better.com  Book a strategy call with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link What's Next If someone on your revenue team has been hitting the "we don't do case studies" wall, forward them this episode. It might be the most useful 7 minutes they spend this week. Useful Links Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/  Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast Learn more about B2B Better: https://www.b2b-better.com

    7 min
  4. Why B2B Marketing Still Fails at Trust (And How to Fix It) | Joel Harrison — Founder & Director, B2B Marketing | Podcaster, Speaker & Advisor

    5 DAYS AGO

    Why B2B Marketing Still Fails at Trust (And How to Fix It) | Joel Harrison — Founder & Director, B2B Marketing | Podcaster, Speaker & Advisor

    We 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, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link Most B2B marketers are drowning in content and starving for pipeline. Joel Harrison has spent 23 years building media empires in B2B – and he's finally putting his cards on the table. In this episode of Pipe Dream, Jason Bradwell sits down with Joel Harrison, founder of the B2B Marketing publication and host of the Trust and Influence in B2B podcast. Joel brings a rare perspective to owned media: he has built a media company from scratch, exited the operational role he created, and then rebuilt his personal brand through podcasting and thought leadership content. The result is a frank, practical conversation about what it actually takes for B2B organisations to communicate with authority in an AI-saturated world. Joel shares why he launched his podcast after abandoning plans for a book, how he has evolved from audio-only to a full content flywheel spanning YouTube, LinkedIn newsletter, and LinkedIn Live, and why trust – not technology – is the defining challenge for B2B marketers right now. He also makes a compelling case for humanisation as the antidote to AI-generated commodity content, arguing that brands which put real people and genuine points of view at the centre of their marketing will win long-term. The conversation turns candid when Joel addresses why marketing still struggles to earn a seat at the board table, and what it will take to change that dynamic. Key Takeaways ◼️ How to build a content flywheel from a single podcast – why launching with audio alone limits your reach and how adding video, newsletter, and live formats accelerates audience growth. ◼️ Why trust is the defining issue in B2B marketing right now – and how AI-generated content is making the problem worse, not better. ◼️ How to use AI as an enabler of thought leadership, not a replacement for it – the distinction between repurposing genuine perspectives and using AI as a crutch for a missing point of view. ◼️ Why B2B marketing still struggles to earn board-level credibility – and what marketers must do to speak the commercial language that CEOs and CFOs actually respond to. ◼️ How to hook your audience in the first 30 seconds – the simple structural shift Joel made after a year of podcasting that reduced early listener drop-off. ◼️ Why incremental improvements beat big production budgets – and why your point of view matters far more than your studio setup. Chapter Markers 00:00 Intro 02:15 Joel's journey: from founding B2B Marketing magazine to podcasting 07:40 Building a content flywheel across audio, video, and LinkedIn 13:05 The biggest lessons from year one of running a podcast 18:30 What "thinking like a media company" actually means in B2B 23:10 Why marketing still fails to prove its value to the board 28:45 How AI enables thought leadership without replacing it Relevant Links and Resources Joel Harrison on LinkedIn: https://www.linkedin.com/in/joel-harrison/Trust and Influence in B2B Podcast: [search on Spotify / Apple Podcasts]B2B Marketing (publication Joel founded): https://www.b2bmarketing.netTools mentioned by Joel: Riverside, Claude, ChatGPT, Fireflies What's Next If this episode got you thinking about how your organisation can build content that actually earns trust and drives pipeline, don't sit on it – take the first step and book a conversation with the B2B Better team today. Useful Links Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-PodcastLearn more about B2B Better: https://www.b2b-better.com

    24 min
  5. What Building a 13 Year-old Community Actually Looks Like

    5 DAYS AGO

    What Building a 13 Year-old Community Actually Looks Like

    We help B2B brands launch shows that turn their point of view into a pipeline. If you're launching a podcast (or have one already) and are not sure how it can hit your bottom line, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link Most people want a community. Mark Masters actually built one, and it took 13 years, one Thursday newsletter, and the quiet conviction that belonging matters more than scale. Mark Masters, founder of You Are the Media (YATM), joins Jason Bradwell on Pipe Dream to tell the full story of how a scrappy newsletter started in October 2013 grew into one of the most distinctive professional learning communities in the UK. Based on the south coast of England, YATM is a community built around a simple but powerful idea: all of us are better than one of us. Mark shares how YATM evolved from a zero-budget newsletter into a multi-layered owned media ecosystem spanning regular Lunch Club events across the country, an online membership space, and the flagship Creator Day conference in Poole. He is candid about the mistakes made along the way, the temptation to chase scale, and why the format of his events involves breaking world records with Post-it notes and chocolate oranges. This episode is essential listening for any B2B marketer or founder thinking about building a content-led community. Mark's journey is a masterclass in patience, consistency, and leading with genuine values rather than vanity metrics. Key Takeaways ◼️ How to build a community without a budget -- start with a consistent piece of content, as Mark did with a free weekly newsletter, and let trust compound over time before layering in events or membership. ◼️ Why jumping straight to a Slack group will destroy your community -- an empty playground repels new members; build audience first, then create spaces for them to gather. ◼️ How to define your community's values in a way that creates real association -- lead with emotive, human ideas like self-sufficiency, creativity or belonging rather than industry jargon or tactics. ◼️ Why scale is the wrong north star for community-led growth -- Mark deliberately caps Creator Day at 300 attendees so he can deliver a meaningful experience rather than a diluted one. ◼️ How to separate your personal brand from your community brand -- trust and format are the keys; document what works, then find community members who embody your values to carry it forward. ◼️ Why consistency over 13 years beats any campaign -- not one newsletter repurposed or copy-pasted since 2013; showing up reliably is the single biggest differentiator in owned media. Chapter Markers 00:00 Intro 02:00 What Is You Are the Media and Who Is It For? 04:00 How a 2013 Newsletter Became the Foundation for Everything 07:00 The Chain Effect: How Community Grows Slowly But Compounds 09:30 The Core Promise of YATM: Confidence and Friendship 12:30 The Owned Media Flywheel: Content, Community and Events 14:00 What to Do (and Avoid) When Building a B2B Community 19:00 Scaling YATM: Lunch Clubs, Creator Day and What Comes Next Relevant Links and Resources You Are the Media website: https://youarethemedia.co.uk Creator Day 2026 (Poole, May): https://youarethemedia.co.uk Mark Masters on LinkedIn: https://www.linkedin.com/in/markmasters/ YATM Newsletter: Sign up at youarethemedia.co.uk What's Next If this episode has you thinking differently about how you build audience and community around your brand, take the first step today. Subscribe to Mark's Thursday newsletter at youarethemedia.co.uk and see 13 years of consistency in action. Useful Links Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/ Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detai... Learn more about B2B Better: https://www.b2b-better.com

    25 min
  6. What B2B Marketers Get Wrong About Differentiation | Richard Dedor, Senior Client Strategist at Vericast

    25 FEB

    What B2B Marketers Get Wrong About Differentiation | Richard Dedor, Senior Client Strategist at Vericast

    This episode is brought to you by B2B Better. Richard cut CAC by 27% by ditching billboards and investing in owned content — podcasts, videos, and customer interviews that actually moved the needle. That's exactly the kind of content engine we help B2B service businesses build. If you want a podcast that drives pipeline, not just downloads, visit b2bbetter.com. If you think B2B buying is purely rational, this episode is your wake-up call. In this episode of Pipe Dream, host Jason Bradwell sits down with Richard Dedor, Financial Services Marketing Executive, to unpack what a decade of B2C financial services marketing can teach B2B marketers about differentiation, storytelling, and cutting through a commoditised market. Richard's core point is clear: stop overthinking your product and start understanding the emotion behind the buying decision. Every purchase — whether it's a checking account or a six-figure SaaS contract — starts with a pain point. The businesses that win are the ones that lean into that pain and make the buyer the hero. The cheeseburger analogy says it all. McDonald's, In-N-Out, Wendy's — they're all selling the same thing but winning different customers by knowing exactly who they're for. B2B is no different. You don't need a revolutionary product. You need a sharper story built around the right ingredients for the right target market. The conversation gets tactical on CAC reduction. Richard's team cut acquisition costs by 27% by reallocating budget away from vanity spend — billboards chief among them — and investing in owned content instead. Podcasts, videos, webinar series, and customer interviews that spoke directly to real pain points. A billboard reaches everyone and no one. A customer interview that mirrors exactly what a prospect is feeling reaches the right person at the right moment. For B2B marketers dealing with long sales cycles and buying committees, hold the macro message steady and pivot the micro-messaging for each stakeholder in the room. And when compliance is standing between you and a good idea, make them your second-best friend — walk them through the concept one friction point at a time and help them get themselves to yes. People buy with emotion. Even in B2B. Especially in B2B. That's what you should be tapping into. Chapter Markers 00:00 - Introduction: Richard Dedor and a decade in B2C financial services 02:00 - The cheeseburger analogy: differentiation in commoditised markets 04:00 - Growing brand awareness by 50% and bridging it to conversion 06:00 - In-market moments and rare switching windows in financial services 08:00 - What B2B marketers should steal from the consumer playbook 09:00 - Micro-messaging pivots within a stable macro message 10:00 - Cutting CAC by 27%: stop spending on billboards 11:00 - Investing in owned content: podcasts, videos, and customer interviews 13:00 - Testing, killing, and doubling down on what works 14:00 - Working in regulated environments: making compliance your ally 16:00 - How to present ideas to legal and compliance teams 18:00 - Walking compliance through friction points one step at a time 20:00 - The one thing B2B companies get wrong about differentiation 22:00 - People buy with emotion — even in B2B Useful Links Connect with Jason Bradwell on LinkedIn Connect with Richard Dedor on LinkedIn Visit Richard Dedor's website Read Richard's writing on HubSpot and Medium Explore B2B Better and the Pipe Dream Podcast

    24 min
  7. Your Thought Leadership Is Working. Now Prove It | Ross Breckenridge | Managing Director, Breckenridge (The Growth Agency) | HubSpot Solutions Partner | Revenue Operations Specialist

    24 FEB

    Your Thought Leadership Is Working. Now Prove It | Ross Breckenridge | Managing Director, Breckenridge (The Growth Agency) | HubSpot Solutions Partner | Revenue Operations Specialist

    This episode is brought to you by B2B Better. Ross helps businesses prove that their marketing is driving revenue — and that's exactly the problem we help B2B service businesses solve with video-first podcasts. We build content systems that don't just generate attention, they generate pipeline your sales team can actually point to. Visit b2bbetter.com to see how we do it differently. Your thought leadership campaign is running. People are watching, listening, and engaging — but when your CFO asks if it's actually driving revenue, you've got nothing to say. In this episode of Pipe Dream, host Jason Bradwell sits down with Ross Breckenridge, Managing Director of Breckenridge and HubSpot Platinum Partner, to tackle the attribution problem that almost every B2B marketing team has but nobody wants to admit. Ross's core point is clear: this isn't a marketing problem. It's a business problem. Until your marketing, sales, and customer success teams are operating from a single unified strategy and a single tech stack, you'll never get the visibility you need. The conversation starts where Ross always starts with clients: customer journey mapping. Before you touch an attribution model, you need to understand where each content asset sits in the buying process — lead gen, nurture, sales enablement, or renewals. Most companies skip this step and end up measuring the wrong things entirely. From there, Ross unpacks the dark funnel and explains why the HubSpot Campaigns tool is the home of the marketer's attribution reporting. Bundle your content assets into one campaign, track who was created as a new contact and who was simply influenced along the way, and map that all the way through to closed-won revenue — including renewals that happen two years after someone first engaged. But none of it works if sales is living in a different system. The connection between content and revenue only becomes visible when marketing, sales, and customer success are using the same tools and held to the same SLAs. One client found that leaving a lead for more than 48 hours dropped their conversation rate from 70% to 20%. That kind of clarity only exists when everyone is looking at the same data. If you're tired of defending your content budget with correlation and vibes, this episode gives you the framework to fix it for good. Chapter Markers 00:00 - Introduction: Ross Breckenridge and Breckenridge Agency 02:00 - HubSpot onboarding, integrations, and the RevOps focus 04:00 - Is attribution a tools problem, a strategy problem, or the wrong metrics? 05:00 - Customer journey mapping as the foundation of all attribution 06:00 - Picking one attribution model and staying consistent 08:00 - The dark funnel: what it is and how HubSpot brings it to light 10:00 - Content-sourced vs content-influenced pipeline: the key difference 11:00 - The HubSpot Campaigns tool as the marketer's attribution home 13:00 - Connecting content consumption to leads, deals, and closed revenue 15:00 - Why attribution is a business problem, not a marketing problem 16:00 - Building the business case to get sales and CS on the same page 17:00 - SLAs, shared accountability, and the 48-hour lead follow-up rule 19:00 - Working in silos vs being more than the sum of your parts 21:00 - AI, buyer research, and why being genuinely helpful never changes 23:00 - Where to find Ross and learn more about Breckenridge Useful Links Connect with Jason Bradwell on LinkedIn Connect with Ross Breckenridge on LinkedIn Visit Breckenridge — HubSpot Platinum Partner and RevOps specialists Email Ross directly at ross@breckenridgeagency.com Explore the HubSpot Campaigns tool for attribution reporting Explore B2B Better website and the Pipe Dream podcast

    23 min
  8. How One Founder Got 50 Customers in 60 Days Using LinkedIn Organic | Adam Holmgren, CEO and Co-Founder at Fibbler

    23 FEB

    How One Founder Got 50 Customers in 60 Days Using LinkedIn Organic | Adam Holmgren, CEO and Co-Founder at Fibbler

    We 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, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link -- Adam Holmgren turned three years of consistent LinkedIn posting into a $700K ARR SaaS business—without cold outbound, without a sales team, and with 80% of growth coming from organic content amplified by thought leader ads. In this episode of Pipe Dream, Adam Holmgren, co-founder and CEO of Fibbler, breaks down exactly how he built an attribution platform for SMBs by first building an audience of 25,000 marketers. Before launching Fibbler in May 2024, Adam spent years developing his point of view on demand generation, paid advertising, and attribution whilst at GetAccept—publishing consistently, giving value, and never asking for anything in return. When he finally launched his product, his audience was ready. Within two months, he had 50 paying customers purely from his network. But Adam didn't stop there. He shares the pivot that changed everything: shifting from organic-only to investing 50% of revenue into thought leader ads, specifically targeting the US market where LinkedIn ad spend is highest. The result? 400-500 signups per month, with 80% directly attributed to organic content plus paid amplification. Adam also reveals his weekend content system, his four content pillars (paid ads, brand building, founder-led growth, and personal), and why he believes distribution and brand are now the only real moats in a world where AI makes product features commoditised. Key Takeaways How to validate demand before launching: Build an audience first by giving value for years without asking for anything—then when you finally ask, conversion rates skyrocket. Why thought leader ads outperform traditional LinkedIn ads: Organic posts that already resonate are "battle-tested"—amplifying them with paid reach to new audiences dramatically improves ROI compared to brand account ads with CTAs. How to structure a sustainable content system: Plan content on weekends around 3-4 clear content pillars, schedule posts for the week, then stay active in comments during weekdays instead of writing on the fly. Why founder-led brands win in crowded markets: With 250,000-300,000 martech solutions available, distribution and brand are the only defensible moats—features alone won't differentiate you. How to convince sceptical executives to invest in brand: Start small, prove early signals (engagement from ICP, content mentioned in sales calls), then scale once you demonstrate pipeline impact over 3-6 months. The perfect LinkedIn post formula: Strong hook that creates curiosity or promises value + tactical insight or lesson learnt + no product pitch (let people discover you organically). Relevant Links and Resources Connect with Adam Holmgren on LinkedIn: https://www.linkedin.com/in/adam-holmgren/Learn more about Fibbler: https://fibbler.co What's Next If you're building a B2B brand and struggling to justify investment in owned media, start by building one person's audience consistently for 90 days—then amplify what works. The compounding effect is real. Useful Links Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/pipe-dreamLearn more about B2B Better: https://www.b2b-better.com

    25 min
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4.9
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Pipe Dream profiles the B2B companies that have cracked the code on audience-driven marketing, building podcasts, newsletters, and content channels that don't just generate awareness, but actually drive qualified pipeline. Host Jason Bradwell, founder of B2B Better, sits down with the marketers and founders who've shifted away from traditional demand gen tactics to build their own audiences. Each episode breaks down the numbers, the conversion systems, and the tactical decisions that turn listeners into buyers. This isn't a show about marketing theory or best practices. It's about what's actually working right now: how much it costs, what converts, and why owned audience beats rented attention every single time. If you're tired of vanity metrics and want to understand how to build a content engine that drives real revenue, this is your show. New episodes... all the time. Learn more at http://www.b2b-better.com

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