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

We’re almost half way! The challenge is real, the pace is relentless, and the second half is going to be even bigger.

At the start of this year, the team at B2B Better set themselves one of the most ambitious owned media challenges in B2B podcasting: publish 100 episodes of Pipe Dream in 100 working days. Being almost at the halfway point, Jason takes a moment to reflect on what that commitment has meant in practice — the production effort, the editorial coordination, and the incredible roster of guests who have given their time to share what it truly takes to build an audience-led marketing strategy.

This is a short but significant milestone episode.

If you have been following along since Episode 1, this is the moment to catch your breath alongside the team. If you are just discovering Pipe Dream, there is no better time to dive into the back catalogue and get up to speed before the next 50 land.

Key Takeaways

◼️ How to commit to a high-cadence content strategy — B2B Better set a target of 100 podcast episodes in 100 working days and have maintained that pace, proving that ambitious owned media goals are achievable with the right team.

◼️ Why consistency is the foundation of audience-led marketing — Publishing at this volume is not just a numbers game; it builds trust, authority, and a compounding content asset that drives long-term pipeline.

◼️ How to plan a content series that delivers value across every episode — Bringing in a diverse range of expert guests ensures each episode contributes genuine insight for B2B marketers investing in owned media.

◼️ Why strategic pauses can improve long-term content quality — Taking a short hiatus to prepare the second half of the series reflects a commitment to quality alongside quantity.

◼️ How milestone moments can strengthen your audience relationship

Chapter Markers

00:00 Intro

00:10 The 100 Episodes in 100 Days Challenge Explained

00:45 Hitting the Halfway Mark (almost)

01:05 Thank You to Guests and the Production Team

01:25 What to Expect in the Second Half of the Series

01:45 Announcing the Five-Day Hiatus

Relevant Links and Resources

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Learn more about B2B Better: https://www.b2b-better.com
• Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

What's Next

We are back on Monday with the second half of the 100-episode run — do not miss it. Subscribe now so you do not lose your place in one of B2B's most ambitious owned media experiments.

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 brands are pouring budget into events, SEO, and paid ads whilst their single most powerful marketing asset sits completely untapped: the founder's voice.

In this episode of Pipe Dream, Jason sits down with Sonia Baschez, founder of Yapping as a Service (YaaS), a consultancy that helps early-stage B2B founders build thought leadership programmes that generate real pipeline. Sonia has worked with founders across industries including legal tech, manufacturing software, and online safety to help them translate deep domain expertise into content that builds trust, attracts press coverage, and shortens sales cycles. The conversation covers why founder-led communications have become a commercial necessity in the age of AI, how Sonia structures her engagements to extract authentic insight in as little as 20 minutes per fortnight, and how to measure whether any of it is actually working.

Key Takeaways

◼️ How to position your founder as the most cost-effective marketing channel in your stack, requiring as little as 15 to 20 minutes per fortnight

◼️ Why domain-expert founders (lawyers building legal AI, manufacturers building manufacturing software) have a structural trust advantage they should be exploiting publicly

◼️ How to structure a biweekly thought leadership programme that pairs industry commentary with product updates for both acquisition and retention

◼️ Why authentic, even imperfect content consistently outperforms polished AI-generated posts, particularly with Gen Z audiences

◼️ How to use social media as a low-cost messaging testing ground before committing to longer-form content formats

◼️ Why posting from a founder account will almost always outperform the same content posted from a company account, and what to do about it

Chapter Markers

00:00 Intro

02:10 What "Yapping as a Service" actually means

05:00 Why domain-expert founders have a built-in trust advantage

06:30 Why thought leadership beats every other B2B marketing channel

09:00 Translating jargon into content regular people actually care about

11:30 Why being "cringe" and authentic works better than polished AI content

14:00 Inside a typical YaaS client engagement

17:00 How thought leadership opens doors to podcasts, press, and media

18:00 Measuring ROI: what success actually looks like

21:00 Founder accounts vs company accounts: which one to prioritise

23:00 Getting employees involved organically

26:00 Cross-departmental content: sales meets design

27:00 Where to find Sonia and The Meme Team podcast

Relevant Links

Sonia Baschez on LinkedIn, Twitter/X, and Instagram: @SoniaBaschez (handle: B-A-S-C-H-E-Z across platforms)

Sonia's podcast on viral marketing and pop culture: The Meme Team (link in comments)

Bens Growth: search "Bens Growth" across social platforms

Yapping as a Service: reach Sonia via her social profiles above

What's Next

If this episode got you thinking about how your founder's voice could be doing more commercial work, take 15 minutes this week and map out two or three industry topics only your team is genuinely qualified to speak on. That is your content strategy.

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

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

What if the fastest route to your next client is already sitting in your podcast guest queue? In this episode, Jason Bradwell reveals why most B2B brands are leaving serious pipeline on the table by mishandling one of the most powerful relationship-building tactics in owned media.

In this solo episode of Pipe Dream, Jason breaks down the concept of "Trojan Horsing", the practice of inviting prospective customers onto your podcast as a means of building commercial relationships. With 95% of B2B brands considering this approach, Jason sets the record straight on where the strategy works, where it fails, and how to execute it with integrity.

The episode opens with a direct challenge to the ethics of bringing guests in under the pretence of content creation only to pivot into a sales pitch. Jason argues that this approach is not only ineffective, it actively destroys trust and sabotages any chance of a future commercial relationship.

Instead, he outlines a value-first framework that respects the guest's time and expertise, delivers on the promise of co-creating genuinely useful content, and builds a relationship roadmap that makes the eventual sales conversation feel natural rather than forced.

Jason also shares a series of practical follow-up touchpoints that B2B marketers can use to maintain momentum after an episode goes live, from sharing download metrics to extending invitations to exclusive events, all designed to nurture the relationship across a 3 to 12-month window before any sales message is introduced.

Key Takeaways

◼️ How to use your podcast as a legitimate relationship-building tool with prospective clients without compromising on ethics or content quality

◼️ Why pitch-slapping guests the moment they sit down will destroy any chance of a commercial outcome, and what to do instead

◼️ How to deliver on the promise of co-creating valuable content that genuinely benefits both your audience and your guest

◼️ Why the follow-up is where most B2B brands leave pipeline on the table and the simple changes that fix it

◼️ How to build a 3-to-12-month milestone roadmap that nurtures guest relationships towards a natural sales conversation

◼️ Why leading with value over time makes your eventual sales ask feel genuine rather than transactional

Chapter Markers

00:00 Intro

00:01 What Is Trojan Horsing and Why 95% of Brands Use It

00:02 The Ethics Question: Is It Okay to Pitch Your Podcast Guests?

00:03 The Value-First Framework for Interviewing Prospective Clients

00:04 How to Introduce Your Business Without Crossing Into Pitch Territory 00:05 Building Milestone Moments: Your Post-Episode Follow-Up Roadmap

00:06 When and How to Drop the Sales Message

00:07 Recap and Key Principles of Ethical Trojan Horsing

Relevant Links and Resources

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Email Jason directly: jason@b2bbetter.com
• B2B Better website: https://www.b2b-better.com

What's Next

If you are using your podcast to build relationships with prospective clients and want to make sure you are doing it in a way that actually drives pipeline, connect with Jason on LinkedIn or drop him a message at jason@b2bbetter.com -- he would love to hear from you.

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

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

Short-form video isn't just changing how audiences consume content; it's quietly deciding which B2B podcasts grow and which ones flatline. If you're still treating your podcast as an audio-only asset, you're working ten times harder for a fraction of the results.

In this solo episode, Jason Bradwell tackles a listener question at the heart of modern B2B content strategy: do B2B podcasts need to be built with short-form platforms like YouTube Shorts, TikTok, and Instagram Reels in mind? The short answer is yes. But the how matters enormously.

Jason unpacks how the definition of "podcast" has shifted. Where it once meant long-form, audio-only, top-of-funnel content, today's podcast is better understood as editorialised, serialised, rich-media thought leadership: video-first, repurposed across formats, and no longer expected to be consumed in its entirety.

For B2B brands, TikTok and YouTube Shorts offer organic discovery that Apple and Spotify simply cannot match. Jason draws a compelling parallel: these platforms are the Facebook of 10 to 15 years ago, where brands with no following could still generate tens of thousands of views from a single clip.

But the real insight centres on clip creation. Relying on AI to cherry-pick moments from an unstructured conversation is not a strategy. Short-form content must be planned in the scripting phase; producers need to identify soundbites in advance, engineer questions to elicit them, and if necessary, pause the interview to have guests deliver a tighter, more usable take.

The brands winning at owned media in B2B are not leaving great content to chance. They are engineering it from the start.

Key Takeaways

◼️ How to identify the short-form clips you need before you ever hit record

◼️ Why TikTok and YouTube Shorts offer the organic discovery that Apple and Spotify simply cannot match

◼️ How to script interview questions that are engineered to produce compelling, usable soundbites

◼️ Why relying on AI to generate clips from unstructured recordings is a fundamentally flawed approach

◼️ How to brief guests and hosts to deliver the concise, punchy answers short-form platforms demand

◼️ Why the shifting definition of "podcast" should change everything about how you plan your B2B show

Chapter Markers

00:00 Intro

01:00 The Listener Question on Short-Form Media and B2B Podcasts

02:00 How the Definition of "Podcast" Has Fundamentally Changed

03:00 Why TikTok and YouTube Shorts Outperform Spotify for Discovery

04:30 The Organic Reach Advantage Most B2B Brands Are Missing

05:00 Why AI Clip Selection Alone Is Not a Strategy

05:30 How to Script Short-Form Clips Before You Record

06:30 Briefing Guests and Re-Recording for Cleaner Soundbites

07:00 Summary and Listener Call to Action

Relevant Links and Resources

• Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
• Email Jason directly: jason@b2b-better.com
• B2B Better website: https://www.b2b-better.com

What's Next

If this episode sparked ideas about how to build a B2B podcast that actually drives pipeline, take the next step and book a strategy call with Jason. Don't let another quarter pass producing content that doesn't move the needle.

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

How to Turn a Tiny Podcast Audience Into Your Biggest Sales Asset | 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

What if a hundred highly targeted listeners outperforms a million passive ones? In this episode, Jason makes the case that the most specialised B2B brands are not too niche for podcasting — they are the ones who need it most.

In episode 43 of Pipe Dream, Jason Bradwell goes solo to tackle a question submitted directly by the audience: is podcasting the right channel for every B2B brand, including those selling highly specialised products like ball bearings? It is a question that gets to the heart of owned media strategy, and the answer will likely challenge a few assumptions.

Drawing on real examples from B2B Better's own portfolio — including Data and Biotech, a show focused on the intersection of data science and biotechnology — Jason reframes how B2B marketers should think about podcast audiences. Rather than measuring success by raw download numbers, he argues that the right metric is resonance: reaching the precise buyers who are most likely to make a purchasing decision.

Jason introduces a familiar business framework, TAM, SAM and SOM (Total Addressable Market, Serviceable Addressable Market and Serviceable Obtainable Market), and applies it directly to podcast strategy. If your target market is finite and highly defined, that is not a weakness. It is a competitive advantage. You can deploy your budget and resources with far greater precision than a podcast chasing mass appeal ever could.

The episode closes with a clear verdict: niche B2B companies — the ones selling specialist products and services to tightly defined markets — are actually the brands that stand to gain the most from a well-executed podcast strategy.

Key Takeaways

◼️ Why niche B2B brands are actually the best candidates for podcasting — a focused subject matter means every listener is a potential buyer.

◼️ How to apply TAM, SAM and SOM thinking to your podcast launch — understand your ceiling before you set your goals.

◼️ Why optimising for resonance beats chasing download numbers — a hundred of the right listeners is worth more than a million passive ones.

◼️ How to align your podcast strategy with real commercial outcomes — shortening sales cycles, improving reply rates and influencing pipeline.

◼️ Why a highly targeted audience is a competitive advantage, not a limitation — precision in B2B owned media compounds over time.

Chapter Markers

00:00 Intro

00:30 The audience Question: Is Podcasting Right for Every B2B Brand?

01:20 Why Niche Shows Outperform Broad Ones

02:00 Applying TAM, SAM and SOM to Your Podcast Strategy

03:00 Why a Small, Targeted Audience Beats Mass Downloads

03:45 Optimising for Resonance, Not Reach

04:20 Final Verdict and How to Submit Your Question

Useful Links

Relevant Links and Resources

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Submit your question to Jason directly: jason@b2b-better.com

Data and Biotech Podcast (referenced in episode): search "Data and Biotech" on your preferred podcast platform

What's Next

Got a question about building an audience-led marketing strategy? Send it to Jason on LinkedIn or email jason@b2b-better.com and it could feature on a future episode of Pipe Dream.

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

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 budgets are chasing 5% of buyers whilst the other 95% quietly form opinions about who they'll call when they're ready to buy.

This is a reaction episode unpacking a critical shift happening right now in B2B marketing: the rising cost of rented attention and why owned media is no longer a "nice to have" but a structural necessity. With the cost of paid search rising sharply and algorithm updates continuing to reshape organic visibility, the businesses that will win are those building audiences they actually own.

The episode draws on a landmark study from the LinkedIn B2B Institute showing that at any given moment, 95% of your target customers are out of market. They are not looking for your solution today, but they could be tomorrow. Yet the vast majority of marketing and sales spend, from you and your competitors alike, is directed at the 5% actively in-market. Owned media, whether that is a podcast, newsletter, or community, is the only scalable strategy to remain present and build trust with the 95% between now and when they are ready to buy.

The episode stems from an Ahrefs study showing the cost of paid search has risen 58%, prompting the central question: if Google disappeared tomorrow, would you still have an audience?

Timestamps

00:00 Intro

01:15 Owned vs rented media: the structural difference

03:40 Why podcast subscribers are different from search traffic

05:10 The LinkedIn B2B Institute 95% study explained

07:30 Where marketing and sales budgets are actually going

09:45 The Ahrefs data: paid search costs up 58%

11:20 The honest question every B2B marketer needs to answer

Key Takeaways

◼️ Why renting attention from platforms is structurally riskier than building an owned audience that persists through algorithm changes

◼️ How the 95/5 rule should reshape where you direct your marketing budget and content strategy

◼️ Why a podcast subscriber represents a fundamentally different relationship to a search visitor: they are seeking a perspective, not just an answer

◼️ How owned media compounds over time as an asset, whilst paid channels reset the moment spend stops

◼️ Why the rising cost of paid search makes the case for owned audience building more urgent than ever

Relevant Links and Resources

LinkedIn B2B Institute 95% study: https://www.linkedin.com/business/marketing/b2b-institute

Ahrefs paid search cost data: https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

What's Next

If this episode sparked a question about whether your current marketing mix is building something durable or just renting visibility, let us know in the comments and we will keep making more reaction episodes like this one.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

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

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 podcast hosts are making a costly mistake before a single word is recorded, and it's costing them great guests, great stories, and great content.

In this solo episode, Jason Bradwell reveals why the pre-interview briefing call is the single most underrated tool in B2B podcast production. Drawing on hundreds of guest briefings at B2B Better, Jason walks through exactly how to structure the call, what to cover, and why skipping it is a guaranteed path to a flat, forgettable episode.

Whether you're running a B2B podcast to generate pipeline, build brand authority, or support your owned media strategy, the briefing call is the foundation that makes everything else work. From establishing genuine chemistry between host and guest, to uncovering the story behind the story, to protecting yourself from wasting time on the wrong interviewee, this episode is a masterclass in podcast operations done right.

Jason also covers how to put nervous guests at ease by clearly setting expectations around question reviews, editorial sign-off, and recording flexibility, which is critical when working with senior B2B decision-makers who may never have been on a podcast before.

Key Takeaways

◼️ How to structure a briefing call that covers chemistry, content, and logistics in one focused conversation before any recording begins.

◼️ Why cold guest bookings fail and how skipping the pre-interview step forces you to build the plane while it's already in the air.

◼️ How to uncover the real story behind a guest's LinkedIn profile and find the differentiated angle that makes your episode stand out.

◼️ Why giving guests editorial control over questions and sign-off is the key to landing high-quality B2B guests who feel confident promoting the episode.

◼️ How to use the briefing call as a filter to identify guests who are not the right fit before you've committed to a full recording session.

◼️ Why the briefing call is central to a B2B owned media strategy that produces content sales teams can actually use to move prospects through the pipeline.

Chapter Markers

00:00 Intro

01:00 Why Cold Guest Bookings Produce Flat Podcasts

02:00 The Three Goals Every Briefing Call Must Hit

03:00 How to Structure Your Briefing Call Step by Step

05:00 Reassuring Guests and Reducing Their Risk

06:00 Why Briefing Calls Turn Strangers Into Collaborators

07:00 How to Find the Story Behind the Story

07:45 Using the Briefing Call as a Quality Filter

Relevant Links and Resources

• Riverside (recording platform referenced in episode): https://www.riverside.fm

What's Next

If this episode made you rethink how you're booking and briefing podcast guests, share it with someone running a B2B show who needs to hear it. More solo episodes on practical podcast operations are coming soon, including how to exit a guest gracefully when things do not work out.

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