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