B2B Better

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.

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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/

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/

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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/

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/

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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/

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.

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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/

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

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

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.

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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/

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

Got something special for you this week - a podcast swap!

I always say that running a successful podcast is 40% creation and 60% distribution. And if there's someone who knows anything about effectively distributing content - it's Justin Simon.

Host of the Distribution First Podcast and Founder of a consulting firm that specialises in helping B2B brands build content strategies with distribution at their core, Justin is someone I deeply respect.

So, when I listened to his recent episode on ranking the three major content distribution buckets - I had to find a way to share it with you all. It addresses the main challenges brands face in making their work visible amongst all the commodity content flooding our feeds.

In this episode, you'll learn:

• Why most companies' strategies leave their work hidden from their audience.
• Why relying solely on SEO can be limiting and the potential pitfalls that come you'll run into.
• The challenges of using rented channels like LinkedIn, Twitter, or Threads to reach your audience (and why they should be part of your distribution arsenal anyway).

If you like this episode, I highly recommend checking out Distribution First wherever you find your podcasts - Apple, Spotify, he's on them all.

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Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at [email protected] or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

Me and Neil Weaver - Content Creator and Editor at Modo Energy - I dive into the challenges and strategies of modernising marketing in industries traditionally resistant to change.

We talk about Modo's approach to content marketing, specifically its play into building a media brand.

Key discussions include:

• The intersection of sales and marketing at Modo and the collaborative effort to produce customer-centric content.
• The effectiveness of video content and podcasts in storytelling and audience engagement.
• Challenges in measuring content marketing success and aligning with business objectives.
• Modo's future plans, including a rebranding effort and global expansion, while maintaining its unique position in the energy sector.

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Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at [email protected] or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

In this episode, I speak with Meghan Keaney Anderson, VP of Marketing at Jasper.

We met on stage at SaaStock in Dublin and had a fascinating conversation on the application of AI in marketing strategy.

Sure, we all know how to whip up a blog post or create an image of a duck playing the trumpet. But can artificial intelligence help us with budgeting, competitive analysis, developing strategic insights, and journey mapping?

That's what we set out to answer.

What I love about this interview is the importance Megan places on leveraging tools like Jasper to generate business-critical outcomes rather than simply tactical outputs.

If you're being asked by your C-suite to explain the role of AI in your marketing strategy in 2024, this is the episode for you.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at [email protected] or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

In this episode, I speak with Nathan Latka, CEO of FounderPath.

We met on stage at SaaStock in Dublin and had a fascinating conversation on his journey to create a podcast that is listened to by tens of thousands of SaaS professionals each and every month.

Nathan's show - SaaS Interviews with CEOs, Startups and Founders - recently hit the 25 MILLION download mark over 3,300 total episodes.

It's a masterclass in consistent, high-quality execution.

We also talked at length about why getting people to disagree with you is a driver for audience growth.

He asked me before we went on to hold no punches. You tell me if you think I achieved that.

**

Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about.

Totally free.

Drop me an email at [email protected] or book a time to chat with me using this link:

https://www.b2b-better.com/podcast-assessment

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell