In this episode of B2B Better, I sit down with Emir, the co-founder and CEO of HockeyStack, to explore the strategies that fueled the company's meteoric rise from zero to 150 customers, including industry giants like ActiveCampaign. Emir shares how HockeyStack transitioned from a product analytics tool to a powerhouse in B2B marketing, embracing pipeline generation as a company-wide mission.

We discuss the evolution from inbound-led growth to the strategic introduction of outbound tactics, the challenges of balancing these approaches, and the importance of fostering a collaborative culture across teams. Whether you're a SaaS founder, a marketer, or just looking for actionable insights on scaling, this conversation is packed with value.

We also cover his view on how LinkedIn influencer marketing is evolving—and why Emir thinks it might soon face diminishing returns.

Plus, you'll hear expert advice on outbound campaigns from Rob at Sopro - from how to build and balance them against an inbound programme.

Episode Highlights

• Emir shares the origins of HockeyStack and how it identified the need to help companies understand customer conversion journeys.
• From inbound to outbound: what prompted HockeyStack to expand its marketing playbook.
• How HockeyStack integrates pipeline generation into every department and creates a company-wide mission.
• Why Emir believes influencer marketing's golden age might be nearing its end.
• Rob from Sopro breaks down the metrics that matter most in outbound campaigns.

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 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/

—

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 of B2B Better, I sit down with Alina Vandenberghe, co-founder of Chili Piper, to dive deep into the world of B2B marketing, company culture, and how to strategically align your team for maximum impact.

Alina shares her unique approach to building a thriving company culture, harnessing employee advocacy on social media, and the bold tactics that set Chili Piper apart—like displaying real-time ROI at events.

We also explore Alina’s data-driven methods for generating qualified leads, measuring true impact beyond vanity metrics, and creating a marketing strategy with limited resources that scales sustainably.

To top it off, Vic from Sopro joins us with insights on bridging the gap between sales and marketing for seamless success.

Whether you're an entrepreneur, marketer, or just looking to understand the power of alignment and strategy, this episode is packed with actionable takeaways on driving measurable growth.

Links & Resources:

• Alina Vandenberghe on LinkedIn
• Victoria Heyward 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. 

Me and Neil Weaver - Content Creator and Editor at Modo Energy - 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.

**

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 talk to Amanda Natividad, VP of Marketing at SparkToro.

We talked about how to think about modern-day content marketing in B2B - from figuring out what your audience cares about (even without talking to them) to scaling a content programme on a shoestring.

Amanda also shared her thoughts on whether ChatGPT will soon drive us all out of a job.

(Hint - it won't)

This is a must-listen for anyone who cares about creating unique, differentiated content that customers actually care about.

Thanks to my friends at Sopro for sponsoring this episode. You can download their State of Prospecting 2023 report here: sopro.io/b2bbetter

***

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 talk to Andrew Davies, CMO of Paddle.

We talked about the recent launch of Paddle Studios - the premier new media platform for SaaS leaders - and why it exists, how the team develops, tests and ships new ideas using a 5-step framework, and how much Netflix inspired the final product.

This is a must-listen for any B2B brands who have ever asked themselves "Should we build a media company?"

Thanks to my friends at Sopro for sponsoring this episode. You can download their State of Prospecting 2023 report here: sopro.io/b2bbetter

***

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

Raw, authentic, slightly tired... no, this is not the description of my upcoming country album.

In this episode, I take the microphone solo for an (almost) non-stop brain dump on a bunch of questions that have been asked by my podcast clients over the last few months.

What's covered:

1. How do I overcome my fear of hosting a podcast?
2. What metrics should I measure when producing a podcast?
3. Do you have a favourite podcast? What is it?
4. How do I generate customer insights from my podcast series?
5. What does an MVP podcast tech stack look like?

This is a must-listen for anyone thinking about launching a B2B podcast (or enjoy the sound of an Englishman droning on for 30 minutes).

***

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 talk to Danielle Messler, Head of Marketing at Founderpath.

She recently produced SaaSOpen - a 500+ person conference in New York that brought together the best and brightest from the world of software.

We talked about why a brand would decide to host their own conference, how to develop (and protect!) a killer content programme, and what it means to deliver a 'defining moment'.

This is a must-listen for marketers responsible for putting on owned events for their company - whether it's for 10 people or 1,000.

***

I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes full end-to-end support - ideation, artwork, guest booking, scriptwriting, editing, distribution, and even hosting if needed.

If you’re interested in taking part in the initial pilot - or curious to know whether a podcast makes sense for your business - drop me an email at [email protected] or book a time to chat with me using this link:

https://calendly.com/jasonbradwell/30-minute-discovery-call?month=2023-04

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell

In this episode, I talk to Maria Erikslund and Andrew Athias - two B2B marketers who collectively create content for over 110,000 construction and manufacturing enthusiasts across their brand TikTok accounts.

We talk about why companies in 'traditional' sectors stand to gain big on the social network, the kind of content that resonates, and how to win over leadership on the idea of revealing all that goes on behind the scenes.

Plus, no episode of B2B Better is complete without insights on how a new strategy can deliver business results. Expect to hear Maria and Andrew share how they are measuring success on TikTok and the kind of results seen so far.

***

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

***

Want to watch the live recording? Here it is:

https://www.linkedin.com/events/tiktok-amasterclassfor-non-digi7021520368783798273/comments/

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.

***

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

***

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

https://saasopen.com/