Stage 01
Show Blueprint
Maps every thought leadership programme already competing for your buyers, so our strategists can position your show against the gaps. Humans own the strategy. The research behind it is automated.
B2B Podcast Agency
Turn your point of view into pipeline.
B2B Better is a B2B podcast agency for service and technology companies. If you sell a service, you're one conversation away from being compared on price. We build video podcast programmes where every piece of content has a job, and that job is moving someone closer to a conversation with your sales team.
Results
Built for B2B. Engineered for pipeline.
£3M+
In pipeline attributed to the podcast
£250K
In closed-won revenue attributed to the podcast
£107K+
In influenced revenue at 4x ROI
100+
Enterprise relationships opened, including WPP, Lloyds Banking Group, and Santander
Our guarantee
Six enterprise relationships in your first six months, or we work for free.
Booking a C-level guest at a company you do not already sell to is the part clients tell us they cannot do alone. It is our job, not yours, so it is the part we are willing to be held to. We will not guarantee download numbers, because audience size is not what your board is asking about.
If we do not help you book six guests from your target list of companies in the first six months, we work the seventh month for free.
Guests on our clients' shows, not clients or endorsers.
The System Behind It
Every show we run is operated on B2B Hub OS, software we built ourselves.
Most content agencies run your programme on a Frankenstein-stack of disconnected tools. Not us. We have distilled 15 years of running thought leadership programmes into one AI product: from spotting the topics your industry is talking about this week, to showing exactly how the show drives pipeline.
Stage 02
Editorial Roadmap
Scans your industry's press and competitors' shows each week, then sends a brief proposing episodes on what is happening and, more usefully, on what nobody else is covering.
Stage 03
Guest Engine
Delivers a guest list matched to your buyer persona for your approval, then drafts each personalised invitation and books them. It is why we can put a guarantee on guest booking at all.
Stage 04
Production Studio
Writes the run-of-show beforehand. Afterwards every asset is drafted and improved here, written, graphic and video alike, each moment surfaced with a timestamp, a hook and a reason.
Stage 05
Distribution Engine
Turns one episode into dozens of assets for your brand, executives and sales team, and finds earned-media slots for your host. Lightly branded versions ship first; editors and budget back the winners.
Stage 06
Sales Enablement
Keeps every guest in a nurture sequence for up to 36 months, and arms your reps with the episode moments that answer what their accounts are asking this week.
Stage 07
Performance View
Reads your CRM to follow every guest from conversation to closed deal, alongside the accounts the show has touched. When your CFO asks what the programme returned, the answer already exists.
Every show includes
Approval Gates
Every asset waits on a gate: video, clips, copy, titles. Comment or approve on one link. Nothing publishes on our say-so.
Show Memory
Every episode stays searchable. Ask what a guest said on a topic and get the verbatim quote, named by speaker, episode and timestamp.
Guest Follow-Up Sequences
Keeps every guest warm long after their episode airs, drafting the next relevant touch automatically rather than letting the relationship go cold.
Competitor Analysis
A weekly read on how your show stacks up against others in your industry, so you know where you are gaining ground and where you are not.
Interface shown with illustrative data
Built with
CLAUDE CODE
First Mover
The window to own
your category is open.
It won't stay open.
Every marketing team is facing the same pressure right now. Boards and CFOs who expect more output, faster delivery, and lower cost - all at once. Channels that used to work reliably are becoming harder and more expensive to justify. And a sales team that wants to know, specifically, what marketing is doing to move pipeline.
Search is the clearest example. Your buyers increasingly ask an AI assistant before they ask Google, and an assistant doesn't rank ten blue links - it writes an answer and cites a handful of sources inside it. Keyword pages don't earn that citation. A named executive, at a named company, saying something specific enough to quote is what earns it.
The B2B companies pulling ahead aren't spending more. They're thinking like media companies, building a consistent point of view, publishing where their buyers are, and connecting content directly to how their sales team works. Content that compounds rather than campaigns that reset. The result is a category position that gets harder to displace every month.
That's exactly what B2B Better is built to deliver. We're a B2B podcast agency, not a production company. Not content for content's sake, but a programme engineered around your buyers, your sales motion, and the commercial outcomes your business actually needs to prove.
Book a Discovery CallWhat We Do
Everything a B2B marketing leader needs to prove content drives revenue.
Most B2B content programmes exist in a room sales never enters. Episodes get recorded, posts get published, and the pipeline question goes unanswered. We build thought leadership programmes where every piece of content has a job, and every job connects back to a commercial outcome your business can measure.
●
Prove marketing drives revenue
The hardest question in B2B marketing isn't how to produce content. It's how to prove it's working. We build measurement into every programme from day one, tracking enterprise relationships opened, meetings influenced, and pipeline generated. So when the board asks, you have an answer.
◆
Align marketing with sales
Most content teams produce assets sales never uses. We close that gap by building every programme around your sales motion, giving reps outreach sequences, personalised clips, and one-pagers they can use the day an episode goes live. Marketing and sales working from the same playbook.
▲
Open relationships at scale
A prospect ignoring every cold email will say yes to a relevant podcast. We've opened relationships with WPP, Lloyds Banking Group, NATO, and Walmart for clients with no existing audience. The podcast becomes a prospecting platform, not just a publishing schedule.
◈
Do more with less
One recording session becomes a full month of content: episodes, clips, newsletter issues, blog posts, and sales sequences. We handle guest research, outreach, scripting, production, editing, and distribution. You record one conversation a fortnight. We handle the rest.
◉
Activate every channel
One editorialised, serialised programme. Distributed across every platform your buyers use: YouTube, LinkedIn, email, and sales sequences. Each episode builds on the last. The library grows. The reach compounds. And every asset has a specific job to do at a specific stage of the buying journey.
How It Works
Point of View to Pipeline Framework
Six stages. One system. Built to turn content into commercial outcomes.
We don't just produce content and hope for the best. Every programme is built on a six-stage framework designed to compound the impact of your thought leadership, where each stage builds on the last, and every asset produced has a commercial job to do across your sales motion.
01 Strategic Development
01
Strategic Development
We start with the commercial logic, not the content calendar. Who are you trying to reach, what do they need to believe, and what does a win look like in 90 days? Everything downstream is built on this foundation.
Book a Call → 02 Funnel Mapping
02
Funnel Mapping
We map your buyer journey, sales motion, and buying committee, then assign content jobs to each stage. Every asset we produce has a role: open a door, progress a deal, or arm a rep. Most content programmes skip this entirely. It's why most content programmes can't prove they're working.
Book a Call → 03 Preparation & Booking
03
Preparation & Booking
By the time we hit record, every decision has already been made. Guest research and booking aligned to your ABM list. Episode architecture, run-of-show, and scripting. Host preparation. Nothing left to chance on the day.
Book a Call → 04 Record & Build
04
Record & Build
One shoot - studio, remote, or on-location. Every session is engineered to produce a hero episode plus a full library of assets: short-form clips, social content, written pieces, and sales sequences. Our AI-powered production workflows mean we move faster and produce more from a single session than a traditional agency could from three - built for every channel your buyers actually use, not the ones that are easiest to publish to.
Book a Call → 05 Publish & Amplify
05
Publish & Amplify
Your content deployed where it compounds: YouTube, LinkedIn, email, sales sequences, and ABM plays. Reach that builds month after month, not spikes that fade when the budget stops.
Book a Call → 06 Measure & Improve
06
Measure & Improve
The system sharpens as it runs. We track what moves pipeline: enterprise guests booked, meetings influenced, accounts touched, rep adoption. Bi-weekly updates, monthly commercial roll-ups, quarterly readouts. Every quarter the programme becomes easier to defend and harder to argue against.
Book a Call →Getting Cited
Your buyer asks an AI first.
It names three companies.
A growing share of category research now happens before anyone visits your website. Someone describes their problem to ChatGPT, Claude or Perplexity and gets back a short answer naming a handful of companies. There is no second page of results to be on. You are in that answer or you are not in the conversation.
The good news is that this is winnable in a way that ranking never was. On a broad category question, the big publishers win. On the specific operational problem your buyers actually have, there is often almost no primary material in existence, so the company with real practitioner knowledge can become the source that gets cited. That is a fight a specialist can win against a much larger competitor.
What these systems cite is a named person, at a named company, making a claim specific enough to quote. A recorded conversation produces exactly that. A keyword page never will, and neither will content generated by the same models your competitors are using.
Transcripts built for retrieval
Every episode published as structured, crawlable text on your own domain, not locked inside an audio player a model cannot read.
Your executive, named and repeated
The same person making the same argument in your category, on your site, on YouTube and on LinkedIn. Consistency is what a model pattern-matches on.
Guests who link back
A guest sharing the episode from their own site creates corroboration across domains. It is the hardest signal to fake and the one no AI tool can generate for you.
If content isn't driving pipeline, that's a solvable problem.
Book a discovery call and we'll walk through the framework, show you what a programme looks like for your category, and tell you honestly whether we're the right fit.
Book a Discovery CallOur Services
One engine. Six ways to extend its reach.
Every service we offer is built around your show, the central asset that powers your entire thought leadership programme.
Core
Show Development
The foundation of everything. We build video podcast programmes for B2B service and technology companies, from commercial strategy and guest booking through to production, editing, and launch. You host the conversations. We build the engine around them.
01
Executive Thought Leadership
Your point of view is your biggest differentiator. We help founders and senior leaders develop and articulate a consistent commercial perspective, across the show, on LinkedIn, and in every piece of content that carries their name.
02
Guest & Audience Development
We research, approach, and book the guests that matter to your pipeline, prospects, clients, and industry voices aligned to your target account list, every guest is a relationship, not just a conversation.
03
Content Distribution
Every episode distributed across the channels your buyers actually use, YouTube, LinkedIn, and beyond. Each piece of content deployed with a specific job to do at a specific stage of the buying journey.
04
Newsletter & Email
Distribution builds reach. Newsletter and email converts that reach into an audience you own, people you have a direct relationship with regardless of algorithm changes or platform shifts.
05
Sales Enablement
Every episode becomes a sales asset. Outreach sequences, personalised clips, and one-pagers for buying committees, built and delivered to your sales team the day an episode goes live.
06
Paid Amplification
We advise on and execute paid campaigns across LinkedIn and YouTube to extend the reach of content that's already working organically. Paid amplifies the engine, it doesn't replace it.
Our Process
What happens after you say "let's go".
We don't start recording until the strategy is set. Here's exactly what to expect from the moment you engage B2B Better to the moment your first episode goes live, and beyond.
Strategy and foundations
A deep working session covering your buyer, your sales motion, and your category point of view. We map your buyer journey, your buying committee, and assign content jobs to each stage of the funnel. You leave with a documented commercial blueprint, not a pitch deck. Every decision made downstream is built on this foundation.
Preparation and booking
Guest research and outreach aligned to your target account list. Episode architecture, run-of-show, and scripting. Host preparation. By the time we hit record, every decision has already been made and every guest is confirmed.
First episode live
Launch
Your first episode goes live. By this point the strategy is set, the guests are booked, and the distribution plan is ready to run. We don't publish until everything downstream is in place to make it count.
Production, distribution, and growth
Live shoots - studio, remote, or on-location. Every session becomes a hero episode plus a full library of clips, posts, newsletter issues, written content, and sales sequences - deployed across every channel your buyers use. Monthly reviews track what's moving pipeline. The programme sharpens every quarter and the results become easier to defend.
Fast-track option: For clients who come with a clear brief, an engaged internal team, and existing relationships they can tap for early guests, we can compress the first three phases and have your first episode live by week four. Book a discovery call to find out if you qualify.
1 / 4
How B2B Better Compares
Built differently, on purpose.
Most alternatives give you assets. We build the engine that turns content into pipeline. Here is the honest version, including where the others genuinely win.
Podcast agency
In-house
AI tools
Who sets the strategy
A documented commercial blueprint before we record anything
A format and a publishing cadence
Whoever has time that quarter
You, before the tool opens
How guests get booked
Sourced and scored against your target account list, then researched one by one
Whoever you suggest
Your own network, until it runs dry
Not a feature
What sales gets
Outreach sequences, clips and one-pagers the day the episode lands
Nothing. Delivery ends at the file
A link in a Slack channel
Raw assets you still have to brief
Who edits your episode
A team working from your account list and your positioning
An editor who has never seen your target account list
A marketer doing it around their day job
You are the quality check
Proprietary software
B2B Hub OS. Built by us, used on every programme we run
White-label tools and a shared inbox
Spreadsheets and calendar invites
The tool is the whole product
What gets reported
Accounts touched, meetings influenced, pipeline generated
A downloads chart
Usually nothing, once the launch buzz fades
Rarely measured at all
What happens between episodes
Context carries forward. Nothing is re-explained
An account manager juggling twenty other shows
Momentum depends on one person staying
Every prompt starts from zero
Time to first episode
4 to 6 weeks, because the strategy comes first
4 to 8 weeks
3 to 6 months, if it launches
Days. Genuinely faster than us
Social Proof
Trusted by B2B operators who need pipeline,
not marketing theatre.
★★★★★
"Jason's background, having been a marketing director himself, meant he intimately knew the challenges I was facing - both in engaging potential future customers and navigating stakeholders and justifying the return of the programme and brand building activity."
Ross Howard
Head of Marketing · Inbox Insight
★★★★★
"Our experience with B2B Better has been fantastic. Everyone was really knowledgeable about both what was required from a technical standpoint as well as what would help us make great content. I would absolutely recommend using B2B Better if you need any sort of thought leadership content."
Audrey Johnson
Head of Content · Plooto
★★★★★
"The launch of Beyond the Stream was extremely successful, supported by a clear vision and measurable objectives. I would highly recommend B2B Better as a best-in-class provider of marketing services."
Marco Lorenzi
Head of Marketing · Simplestream
★★★★★
"It really has been the best possible podcast that we as an organisation could produce, without having to hire an entire marketing team to do it for us."
Ross Katz
Principal Data Science Lead · CorrDyn
★★★★★
"If every agency worked like B2B Better, I wouldn't have a problem. They just make it easy... I don't need to worry, I can just get on with it."
Corrina Oakham
Head of Digital Marketing · Cambridge Spark
★★★★★
"Jason's background, having been a marketing director himself, meant he intimately knew the challenges I was facing - both in engaging potential future customers and navigating stakeholders and justifying the return of the programme and brand building activity."
Ross Howard
Head of Marketing · Inbox Insight
★★★★★
"Our experience with B2B Better has been fantastic. Everyone was really knowledgeable about both what was required from a technical standpoint as well as what would help us make great content. I would absolutely recommend using B2B Better if you need any sort of thought leadership content."
Audrey Johnson
Head of Content · Plooto
★★★★★
"The launch of Beyond the Stream was extremely successful, supported by a clear vision and measurable objectives. I would highly recommend B2B Better as a best-in-class provider of marketing services."
Marco Lorenzi
Head of Marketing · Simplestream
★★★★★
"It really has been the best possible podcast that we as an organisation could produce, without having to hire an entire marketing team to do it for us."
Ross Katz
Principal Data Science Lead · CorrDyn
★★★★★
"If every agency worked like B2B Better, I wouldn't have a problem. They just make it easy... I don't need to worry, I can just get on with it."
Corrina Oakham
Head of Digital Marketing · Cambridge Spark
FAQ
Questions we get asked before people say yes.
Most have a different shape inside each company. These are the most common, book a call to talk specifics.
How does a podcast actually drive pipeline?
The show becomes a prospecting platform. Guests who would never take a sales call will say yes to a relevant podcast, giving your team a warm reason to reach out before, during, and after the episode. Every recording generates sales assets your reps can use in outreach sequences and live meetings. And the content library compounds over time, building familiarity with your target accounts month after month until a buying conversation starts.
How long before we see commercial results?
Most clients see leading indicators within four to six weeks of launch: enterprise guests booked, early outbound reply rate improvements, rep adoption beginning. Measurable pipeline attribution typically shows up in months three to four, as content compounds and buyers move through cycles.
What does working with B2B Better actually look like day to day?
You need a subject-matter expert, usually the founder or a senior leader, for on-camera time, and one internal point of contact to keep us aligned on sales motion and priorities. Beyond that, your team reviews and approves. We handle strategy, guest booking, production, distribution, sales enablement, and reporting. Most clients describe it as having a senior marketing function running in the background without the overhead of building one internally.
Do we need to be on camera?
Camera presence is the highest-ROI version of the programme. That said, we can start with audio-first formats and introduce on-camera elements as your team gets comfortable.
Do I need a big marketing team to make this work?
No. We're designed to run with a lean internal team, typically one point of contact who keeps us aligned on sales priorities. We handle strategy, production, distribution, and sales activation. Your team reviews and approves. We carry the operational load.
What creative formats do you produce?
Every programme includes a hero video episode, short-form clips for YouTube and LinkedIn, audiograms, newsletter issues, blog posts, show notes, quote cards, and outbound email sequences. The specific mix is agreed during the strategy workshop based on the channels your buyers actually use. We don't produce assets for the sake of volume, every format has a commercial job to do.
How many posts or pieces of content do I get per month?
A single recording session produces an average of fourteen distributable assets across video, social, written, and sales formats. On a fortnightly publishing cadence that means a consistent stream of content across every channel your buyers use, without your team having to produce any of it from scratch.
Do you handle posting, scheduling, and engagement, or do I post myself?
We handle posting and scheduling across your agreed channels as part of the programme. Engagement, responding to comments, starting conversations, works best when it comes from you or your team directly, as authenticity matters in that context. We'll advise on engagement strategy and provide guidance, but we won't put words in your mouth in a live conversation.
Will the content actually sound like me, or like a generic ghostwriter?
We build a voice and editorial profile for every executive we work with, based on how you speak, what you believe, and the specific positions you hold in your category. Content goes through your review before it's published. If it doesn't sound like you, it doesn't go out. The goal is to make your point of view more visible, not to replace it with ours.
What if I'm uncomfortable sharing strong opinions in my content?
It's worth understanding why. In a market where every agency looks similar, a clear point of view is often the only thing that makes one company meaningfully different from another. That said, having a point of view doesn't mean being provocative for its own sake, it means being specific about what you believe, what you've seen, and what you'd do differently. We help you find that position and articulate it in a way that feels natural rather than forced.
We've tried podcasts before and it didn't move, why is this different?
A podcast without a distribution and sales enablement layer is just audio. We build the full engine (production, clips, LinkedIn, sales assets, and paid amplification) all mapped to your buyer and motion. Most podcasts fail because they're treated as vanity exercises with no commercial strategy behind them. That's exactly what we're designed to prevent.
What if we already have a podcast that isn't performing?
That's one of the most common situations we walk into. Usually the problem isn't the show itself, it's that the show isn't connected to a sales motion, a distribution system, or a measurement framework. We can audit what you have, identify where the disconnection is, and rebuild the commercial infrastructure around it without starting from scratch.
Can you work alongside an existing agency or team of freelancers?
Yes. We're designed to integrate with existing marketing functions rather than replace them. If you have a paid media agency, a PR team, or a group of freelancers handling specific channels, we'll align with them on strategy and make sure the content we produce is being used across every available surface. The only thing we'd ask is a clear brief on what's already in place so we're not duplicating effort or creating conflicting messages.
How do you use a podcast for ABM?
We align guest booking directly to your target account list. Every episode is an outreach play, featuring a prospect or peer gives your sales team a warm reason to reach out, and the content gives them something worth sending. The show becomes a prospecting platform, not just a publishing schedule.
Can a B2B podcast work without a large audience?
Yes, and most B2B programmes shouldn't be optimised for audience size. A show that gets your top 50 target accounts to watch one clip, reply to one outbound email, or take one meeting has done its job. We measure accounts touched and pipeline influenced, not downloads.
How often should we publish?
Fortnightly is the minimum cadence for a programme that compounds. Weekly is ideal. Below fortnightly and the distribution system doesn't build enough momentum to compound, each episode starts from scratch rather than building on the last. We'll agree a cadence during the strategy workshop based on your team's capacity and commercial objectives.
Is YouTube worth it for B2B companies?
Yes, and it's underused by most B2B operators right now. YouTube is the world's largest podcast consumption platform and its algorithm gives B2B content meaningful organic reach. Companies building YouTube presence now are establishing ground that will be significantly harder to claim in two to three years.
How do we get the content in front of the right people?
Distribution is built into the programme from day one, not bolted on after the fact. Every episode is deployed across YouTube, LinkedIn, email, and sales sequences, with each asset assigned a specific job at a specific stage of the buying journey. For target accounts, we build ABM plays around the content. For broader reach, we advise on and execute paid amplification across LinkedIn and YouTube to extend what's already working organically.
Who do you work with?
B2B service and technology companies, typically between 10 and 500 people, where the biggest differentiator is the people and the point of view, but neither is visible enough in the market. Founders, CMOs, and senior marketing leaders who are being asked to prove that marketing drives revenue and need a programme built around that specific objective. If you sell a service and you're competing on expertise rather than price, you're probably the right fit.
What is the minimum commitment?
Three months. That's the minimum time needed to build the foundation, launch the programme, and start generating the commercial signals worth measuring. Most clients continue well beyond that once the engine is running, but we'd rather earn the ongoing relationship than lock you into it upfront.
How is B2B Better different from other agencies?
Most agencies give you assets. We build the engine that turns content into pipeline. The difference is strategy, sales integration, distribution, and measurement, none of which a typical content or production agency provides as standard. We start with your commercial objectives, map every piece of content to your sales motion, and measure what moves pipeline rather than what's easy to count. If you want a production company, there are cheaper options. If you want a programme that opens relationships, accelerates deals, and gives you something to defend at budget time, that's what we build.
What is a thought leadership programme?
A thought leadership programme is a systematic, repeatable approach to creating and distributing content that surfaces your people and point of view to the buyers who need to see it. Unlike campaigns, it compounds over time, every episode adds to a library your sales team can use, your buyers can find, and your distribution builds on. The goal isn't content for content's sake. It's a commercial asset that gets more valuable the longer it runs.
What does this cost?
We price based on an agreed quote once we understand your requirements: scope, production cadence, distribution channels, and sales enablement intensity all affect what the right programme looks like for your business. Book a call and we'll size it accurately.
Can't we just do this ourselves with AI?
You can, and some teams do. But access to AI isn't the advantage. Everyone has the same models. The difference is what's built on top of them: the client context, the brand intelligence, the workflow infrastructure, and the institutional knowledge of what actually moves pipeline in B2B content programmes. That's what B2B Hub OS is - the software we built over years of running these programmes, and the reason our output isn't reproducible with an off-the-shelf tool and a spare afternoon. The tools will get you a published episode quickly. They won't get you six enterprise guests from your target account list.
Let's Build
Build a thought leadership programme that actually moves pipeline.
Book a discovery call. We'll walk you through what a programme looks like for your business, show you the framework in action, and tell you honestly whether we're the right fit.