In this episode, I talk to April Dunford, Positioning Expert.

April has written one of my favourite business books - Obviously Awesome - which distils down the five core components of effective product positioning.

I've always wondered though - how does her methodology translate to selling services or solutions?

Well, I got the answer (and then some!) on this episode of B2B Better. We also covered why positioning is not a marketing activity and how often a company should revisit their current positioning.

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Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call 

Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

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Want $2000 off tickets to SaaSOpen in March? Use the code B2BBETTER at checkout.

https://saasopen.com/

In this episode of B2B Better, I’m joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, to discuss assumptions in B2B marketing.

We discuss how unchecked assumptions can derail even the best marketing strategies and why balancing data, intuition, and critical thinking is the key to long-term success. Billy shares insights from Publicis Pro’s latest report on SMB marketing challenges and myths, while we explore real-world examples of how businesses can overcome misguided assumptions to achieve better results.

We also talk about the importance of blending quick fixes with long-term strategic thinking and how to recognize when you’re relying too heavily on assumptions in your demand-generation efforts.

This episode has actionable takeaways for any marketer or business owner looking to challenge the status quo and make smarter decisions.

Links & Resources:

• Publicis Pro’s SMB Marketing Report
• Billy Hamilton-Stent on LinkedIn

Exclusive Offer for B2B Better Listeners

Quick reminder that all B2B Better listeners are eligible to receive double the number of outreach credits for their first outreach campaign with Sopro. 

Use them to experiment with some new messaging, try and open up a new market outside your network, or simply double your chances of closing more deals with your ideal customer. 

Visit sopro.io/b2b-better-offer to find out more. 

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 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. 

—

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

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