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The B2B content intelligence feed.
Strategy, explainers, and sharp takes on owned media and B2B pipeline - from the team running these programmes every day.
Who Should Own a B2B Podcast Internally?
A decision guide to who should own a B2B podcast internally: marketing vs sales, how much time it takes, and how to survive the owner leaving.
Why Your CEO's LinkedIn Posts Beat Your Entire Marketing Budget
Sonia Baschez on why the founder's voice is your most cost-effective marketing channel, extracted in 20 minutes a fortnight.
How Long Before a B2B Podcast Shows Results?
A month-by-month view of how long a B2B podcast takes to show results, which early signals predict pipeline, and when to stop and rethink the show.
95% of B2B Brands Are Misusing This Podcast Guest Strategy
Jason breaks down 'Trojan Horsing': inviting prospective clients onto your podcast, and the value-first framework that makes it work.
Our B2B Podcast Is Not Working: A Diagnostic
A diagnostic for B2B marketing leaders whose podcast has stalled: why growth stops, what to fix first, when to rescue a show, and when to kill it.
Using a Podcast for Enterprise Sales Enablement
How enterprise sales teams use podcast episodes to warm buying committees, answer objections between calls, and move stalled deals. What works and what does not.
How to Script Your B2B Podcast So Every Episode Produces Viral Clips
Short-form video is quietly deciding which B2B podcasts grow. Jason on engineering clips from the scripting phase, not hoping AI finds them.
Are Podcast Downloads a Good Metric? An Honest Answer
Are podcast downloads a good metric for B2B? What downloads do and do not measure, real benchmarks, and what to report to your board instead.
Stop Chasing Downloads: Why Niche B2B Podcasts Win More Deals
A hundred highly targeted listeners can outperform a million passive ones. The most specialised B2B brands aren't too niche for podcasting.
B2B Podcast Distribution Strategy: A Decision Guide
How to build a B2B podcast distribution strategy: where episodes belong, what search actually does, and how much promotion one episode really needs.
Google Is Keeping 58% of Your Clicks — And It's Getting Worse
Most B2B marketing budgets chase 5% of buyers while the other 95% quietly form opinions. Jason on why owned media is now a necessity.
Spotify's Ad Skip Button Proves Your Podcast Audience Is Loyal to You, Not the Platform
Spotify's new ad-skip button is a platform move, but the data behind it proves listeners follow hosts, not apps. Here's what that means for B2B podcasts.
Why Your B2B Brand Is Costing You Sales (And How to Fix It)
Ben Jackson on why brand is reputation, not design, and how the right B2B brand makes conversion feel inevitable.
Should You Interview Customers on Your B2B Podcast?
A decision guide on whether to interview customers on your B2B podcast, when prospect guests turn into pipeline, and how to keep episodes from becoming sales calls.
Youtube Shorts Is Chasing Social Budgets, Not TV Money, and That Matters for B2B
YouTube Shorts is pulling in ad dollars but still competes with TikTok and Reels for social budget. Here's what that split means for B2B podcast strategy.
How One Pre-Interview Call Makes Your Podcast Guests 10x Better
The pre-interview briefing call is the most underrated tool in B2B podcast production. Jason on why skipping it guarantees flat episodes.
Creators Are Building GEO Strategies. B2B Podcasts Should Too
Creators now optimise their sites for AI crawlers, not just Google. Here's what that means for B2B companies building podcast-led thought leadership.
4 Podcast Segments 99% of B2B Brands Are Sleeping On (Fix This)
Jason breaks down four podcast segment types the vast majority of B2B brands completely ignore, and how they move prospects across the buyer journey.
How to Book Guests for a B2B Podcast
A practical decision framework for booking B2B podcast guests: who to invite, how to get senior people to say yes, invite-to-record ratios, and whether to pay.
We Published 34 Podcasts in 34 Days – Here's What the Numbers Say
56,000 YouTube views, 4,500 downloads, 2,500 subscribers, all built from scratch in 34 working days. The real numbers, unfiltered.
How to Repurpose a B2B Podcast Episode
A decision guide to repurposing a B2B podcast episode: what to make, where clips actually perform, who should own it, and how to pick assets by goal.
How to Use Your Podcast to 10x Your Trade Show Strategy ROI
Jason reveals the three-stage podcast playbook that turns your trade show strategy from an expensive gamble into a measurable revenue driver.
YouTube Just Made Its View Count Meaningless for B2B Marketers
YouTube now counts a view the instant playback starts, not after 30 seconds. Here's why B2B marketers should stop reporting views as a podcast metric.
Why CMOs Cannot Prove AI Visibility Drives Sales, and What Podcasts Fix
CMOs can now see when AI engines cite their brand, but not whether it produces revenue. Here's why podcasts close that attribution gap better than most content.
Why Your B2B Podcast Isn't Generating Pipeline
Most B2B podcasts look polished and go nowhere. Jason on the difference between a production agency and a marketing agency.
How to Launch a B2B Podcast: A Decision Framework
A decision framework for how to launch a B2B podcast: how many episodes to bank, what launch really involves, realistic timelines, and what drives cost.
The Podcast Metric That Actually Predicts Revenue (Stop Tracking Downloads)
Your download count is flattering you. Jason reveals the one metric that actually tells you whether your show is working.
B2B Podcast Editorial Strategy: How to Build One
What a B2B podcast editorial strategy is, how many content pillars a show needs, how far ahead to plan, and how to tie episodes to your sales motion.
Why Your B2B Podcast Is Boring (And How to Fix It)
Most B2B podcasts sound exactly the same. Becky Willis joins Jason to show what a show built differently actually looks like.
Why Chasing Every Marketing Trend Is Costing You Insight
Reddit's Christina Kavalauskas says insights need context, not trend-chasing. Here's what that means for B2B marketers building thought leadership podcasts.
Stop Booking Famous Guests: The B2B Podcast Mistake Costing You Deals
They hit the top 10, landed Fortune 500 CEOs, racked up downloads, and closed precisely zero deals. Jason's most costly B2B podcasting mistake.
What Makes a Good B2B Podcast (And Why Most Fail)
What makes a good B2B podcast: a narrow audience, a premise only you can host, guests who are buyers, and a repeatable production rhythm that survives quarter three.
How Often Should a B2B Podcast Publish?
Weekly, fortnightly or monthly? A decision guide to B2B podcast publishing frequency based on team capacity, guest supply, and pipeline goals.
Why the Marketing Funnel Is Killing Your B2B Brand Strategy (And What to Do Instead)
Most B2B marketing teams are building on sand. Jason and Yiannaki Loizou pull apart one of marketing's most sacred frameworks.
The Real Cost of Running a B2B Podcast In-House
What a B2B podcast really costs in-house: the hours per episode, the roles it quietly requires, and the hidden costs that decide whether the show survives.
Why the "Corporate Podcast Bubble" Article Gets It Completely Wrong
One article claimed the corporate podcast bubble is about to burst. Jason takes apart every argument, point by point.
How to Measure B2B Podcast Pipeline
A practical method for measuring B2B podcast pipeline: what to track in your CRM, which metrics predict revenue, and how to report the number to finance.
Why "No Case Studies" Clients Say Yes to Podcasts (Every Time)
A client with a legal ban on case studies spent 45 minutes on a podcast telling the exact story you needed. The packaging was all that changed.
LinkedIn Is Drowning in AI Content. That Is Your Opening.
A new WSJ analysis found most LinkedIn posts are AI-generated. For B2B marketers, that makes formats AI cannot fake, like podcasting, more valuable.
How This B2B Misfit Built a 13-Year Community With Zero Ad Spend
Most people want a community. Mark Masters actually built one: 13 years, one Thursday newsletter, zero ad spend.
What a Video Podcast Programme Actually Includes
A video podcast programme covers strategy, guest booking, recording, editing, clips, distribution and measurement. What sits in scope, and what drives cost.
Podcast Led Demand Generation: How It Works
What podcast led demand generation is, how a B2B show creates pipeline instead of downloads, how long it takes, and what it replaces in your mix.
Why B2B Marketing Still Fails at Trust (And How to Fix It)
Joel Harrison, 23 years building B2B media empires, on what it actually takes to communicate with authority in an AI-saturated world.
Podcast Co-Ops Beat Cross-Promos, and Spotify's Ad-Skip Button Shows Why
Cross-promos rely on platforms that don't reward you. A new piece on podcast co-ops, plus Spotify's ad-skipping tool, shows why B2B shows need owned distribution.
What B2B Marketers Get Wrong About Emotion (A B2C Insider Explains)
If you think B2B buying is purely rational, this is your wake-up call. Richard Dedor on what B2B can steal from the B2C playbook.
What Is a B2B Podcast Agency? A Buyer's Guide
A B2B podcast agency designs, produces and distributes shows for business audiences. What they do, how they differ from production companies, and when to hire.
The Attribution Problem Every B2B Marketer Has But Won't Admit
Your CFO asks if the thought leadership campaign is driving revenue, and you've got nothing to say. Ross Breckenridge has the fix.
When Is a Podcast the Wrong Channel for B2B?
A decision framework for B2B marketing leaders: when a podcast is the wrong channel, what has to be true first, and what to run instead if it isn't.
How This Founder Hit $700K ARR Using Only LinkedIn (No Sales Team)
Adam Holmgren turned three years of consistent LinkedIn posting into $700K ARR, with no cold outbound and no sales team.
Who Should Host a B2B Podcast? A Decision Guide
How to choose who should host a B2B podcast: the CEO question, internal vs external hosts, why two hosts beat one, and how to change host mid-season.
Reddit Wants to Be a Podcast App. That Should Worry Your Content Strategy
Reddit is adding background audio playback for threads. For B2B marketers, it is a signal about where attention is going, not a feature to copy.
Why Saying Yes to Everyone Is Killing Your Agency's Growth
If you've ever said 'we can do that' to every client, this is your wake-up call. Jason on why niching down wins the obvious choice.
When AI Does the Execution, Judgment Becomes the Marketing Skill
AI now handles marketing execution. Marketing Brew's 2026 report on great teams shows the real differentiator is judgment, and that's exactly what a podcast forces you to build.
Audit Your Owned Media in 90 Minutes With Just 4 Questions
Jason gives you four questions, 90 minutes, and a clear decision: kill, fix, or scale. The Four R Framework for owned media audits.
YouTube Shorts Gets Custom Thumbnails: What It Means for B2B
YouTube now lets creators set custom thumbnails on Shorts. For B2B teams clipping podcast content, that's a real distribution lever, not a cosmetic tweak.
How Winbox Built a Personal Brand Machine That Prints Pipeline
Nobody goes on LinkedIn to hang out with brands. George Terry on how Winbox turned personal brands into its top pipeline channel.
AI Search Doesn't Rank Keywords, It Ranks Reputation
AI search engines cite brands, not keywords. Podcasting is the fastest way to build the authority AI models pull from.
The Video Threshold: When Podcast Video Actually Pays Off
Video podcasting isn't free. Here's how to calculate the "video threshold", the point where visibility on YouTube and Spotify starts funding itself.
Why "Just Checking In" Is Killing Your Pipeline (And What to Do)
B2B sales cycles are brutally long. Jason on creating milestone moments, legitimate reasons to reach out, using owned media.
What Acorns' CMO Gets Right About Trust in B2B Marketing
Acorns' CMO stopped optimising for urgency and started building for optimism instead. Here's why that shift matters for B2B thought leadership.
How We Got a 70% Case Study Accept Rate Using One Weird Format
If your best clients won't sign case studies because legal says no, this episode shows how to raise acceptance from 5% to 70%.
What The King Of Random Teaches B2B About Founder Risk
The King of Random's 8 million subscribers survived its founder's exit. B2B podcasts built around one executive rarely get that chance. Here's the fix.
10,000 Downloads, 2 Sales Meetings: Why Your B2B Podcast Is Failing Commercially
10,000 downloads, 2 sales meetings. Jason breaks down why most B2B podcasts become expensive therapy sessions, and how to fix it.
Your Attribution Dashboard Will Never Approve a Podcast
Bobbie's VP of creative says dashboards kill good creative bets. For B2B podcasts, waiting on attribution data before you start is the same mistake.
The 3x10 Rule: How to Increase B2B Pipeline by 32% With Small Changes
Dev Basu on how 10% more traffic, 10% lower CAC, and 10% higher ACV compounds to roughly 32% more pipeline, guaranteed in 90 days.
What the UK Podcast Consumer 2026 Report Means for B2B Shows
Edison Research's UK Podcast Consumer 2026 report shows a top-heavy market and AI host distrust. Here's what both mean for B2B thought leadership podcasts.
The Consultant Who Beat the Algorithm by Ignoring It
Ashanti Bentil-Dhue built 200,000 TikTok followers in nine months by owning one topic. Here's the positioning lesson B2B podcasts keep missing.
How B2B Marketing Built a Proprietary Data Product AI Can't Replicate
David Rowlands on how a traditional magazine became a community-led subscription model, and why that community is the moat AI cannot cross.
Spotify Now Talks Back: What It Means for B2B Podcasts
Spotify's new conversational AI changes how listeners find podcasts. Here's why B2B shows need better metadata and transcripts now, not eventually.
Why "50 Pieces From One Episode" Is Destroying Your Content Strategy
Just because you can create 50 things from one piece of content doesn't mean you should. Jason on mapping content to the buyer journey instead.
The Bagel CEO Is Right: Consistency Beats the Next New Thing
PopUp Bagels' CEO says stop chasing platforms and build one channel well. That's the exact argument for a B2B podcast programme.
3 Reasons Your B2B Marketing Is Stuck on Zero (And How to Fix It)
If 'becoming a media company' feels like a vague buzzphrase, this episode gives you the real definition: the three structural problems keeping you stuck.
Programmatic Podcast Ads Solve the Wrong Problem for B2B
Captivate's guide to programmatic podcast advertising is built for creators chasing CPMs. B2B thought leadership shows need a different scoreboard entirely.
Why Your Cold Outbound Is Failing (And How Owned Media Fixes It)
AI has flooded inboxes and "can I grab 15 minutes?" now reads as extractive. Jason explains how owned media fixes cold outbound.
YouTube Now Beats Spotify for UK Podcast Listening
Edison Research shows YouTube is now the UK's top podcast platform. Most B2B podcasts are still audio-only. Here's what that gap costs you.
Claude Cowork Goes Cross-Device: What It Means for Content
Anthropic's Claude Cowork now follows users across devices. For B2B marketers, that shift changes what content needs to look like to get found.
Why 90% of B2B Brands Are Wasting Money on Rented Audiences (And What Works Instead)
Sean Blanda on why the SEO era is ending, what the slop wars mean for B2B marketers, and how to build audiences you actually own.
Cannes Says Community Beats AI for B2B Podcasts
A Cannes Lions juror argues humanity, not AI, won this year. For B2B marketers, that's a case for podcasts over AI-generated content scale.
The Ex-NYT Editor Who Knows Exactly What AI Cannot Replicate in Your Content
Melanie Deziel, first-ever branded content editor at The New York Times, on why the more human your content is, the safer it is from AI.
Fans Beat Followers, and Your Metrics Prove You Have None
Campaign's fans-vs-followers piece exposes why B2B podcasts obsessed with downloads are chasing the wrong metric entirely.
Why Doing Less Made This Solo Marketer More Effective (Against All Odds)
'Use AI to do more' might be the worst advice B2B marketers are getting. Charlie Riley on why being a team of one forces better choices.
Why Challenger B2B Brands Win by Doing Less, Not More
Dan Eisenberg's advice for challenger brands reveals a principle B2B marketers consistently ignore: fewer, sharper bets beat broad activity every time.
Why Your B2B Positioning Is Invisible (And How to Fix It Before AI Makes It Worse)
Christian Klepp on why vanilla positioning is collapsing under AI pressure, and how to build differentiation that actually holds up.
Why AI Slop Is a Trust Problem for B2B Thought Leaders
Campaign's new report on trust in the AI era has a direct implication for B2B marketers running thought leadership programmes.
Vibe-Led Content Is Old Strategy With a New Name. Use It.
The 'vibe-led content' trend is repackaged positioning strategy. Here's why that's good news for B2B podcast programmes chasing executive buy-in.
Why Your B2B Messaging Is Too Simple (And How to Fix It)
Diane Wiredu on why 'simplify your messaging' advice is misapplied in B2B, turning strong products invisible.
CMOs Are Choosing Internal Politics Over Brand Building
A new study shows CMOs prioritising organisational influence over long-term brand growth. Here is what that means for B2B thought leadership.
How AI Is Exposing the B2B Brands With Nothing Real to Say
Recorded live at SaaStock: are we living through an AI hype bubble, and what does it mean for B2B marketers and your career.
What Forbes' AI Audio Brief Means for Thought Leadership
Forbes is automating its daily news briefing with AI. Here's what that means for B2B brands trying to build genuine thought leadership through podcasting.
The 6-Step Framework That Turns Podcasts Into Pipeline
Most B2B podcasts fail because they skip strategy and jump straight to recording. Jason breaks down the Podcast to Pipeline Framework.
AI Is Commoditising Content. Your Podcast Is the Exception
AI is flattening B2B content at scale. Here's why a thought leadership podcast is one of the few formats it can't replicate.
How to Book Dream Podcast Guests (Even With Zero Audience)
Jason's full playbook for booking dream podcast guests: where to find them, how to prospect, and the two-message sequence that gets 60-70% replies.
What Lenny's Podcast Stack Reveals About Production Costs
Lenny Rachitsky just published his full podcast tech stack. Here's what it tells B2B marketers about what actually drives production costs.
Spotify's Attribution Tools and What They Mean for B2B
Spotify acquired Podsights and Chartable to close the attribution gap in podcasting. Here's what that means if you run a B2B thought leadership show.
How AlleyOop Grew From 25K to 1.2M LinkedIn Followers in 4 Years
Gabe Lullo on how AlleyOop scaled from 25,000 to 1.2 million LinkedIn followers by tying content performance directly to commission.
Wondery's UK Move Shows Where Podcast Audiences Are Going
Wondery launching its first UK-originated podcast signals where premium audio investment is heading. Here's what that means for your B2B programme.
Why 99% of Service Businesses Are Leaving Millions on the Table
Jonathan Stark on why charging by the hour traps experts in low-profit margins, and how daily publishing changed everything.
42% of Marketers Can't Measure Effectiveness
Marketing Week's Career & Salary Survey shows 42% of marketers cite effectiveness measurement as their biggest gap. Here's what that means for B2B.
Why 100K Views Got Zero Leads (LinkedIn's Dirty Secret)
Dmitry Shamis gets brutally honest: stop chasing impressions is the best advice most B2B marketers aren't taking.
Podcast-Influenced Deals Close 23% Faster
New data shows podcast-influenced B2B deals close faster and at higher contract values. Here's what that means for how you measure your programme.
Ex-Gartner Analyst: Why 95% of Cybersecurity Marketing Fails
Jeffrey Wheatman on why cybersecurity marketing should lead with problems, not products, and needs more collaboration, not more vendor content.
Podcasting Is Now a Core B2B Marketing Channel
New data confirms B2B podcasting has moved from experiment to expectation. Here's what that shift means for your programme strategy.
Marketers Can't Touch Pricing. That Makes Content Critical.
Only 25% of marketers influence pricing decisions. Here's why that stat should change how you think about your thought leadership programme.
£5M Pipeline, Zero Cold Calls: The Super Connector Method Revealed
Mike Adams, founder of Intro Stars, on why the future of B2B is better relationships, not more automation, and how warm intros beat cold outreach.
Why weird B2B brands are easier to remember than safe ones
Marketing Week's case for B2B weirdness has direct implications for how thought leadership podcasts should sound and feel.
Introducing Pipe Dream
Pipe Dream is the podcast for B2B marketers navigating the post-AI landscape. Helpful content is dead. Long live whatever comes next.
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