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.
Programmatic Podcast Ads Are Solving 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.
YouTube Now Beats Spotify for UK Podcast Listening, and B2B Shows Aren't Ready
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 B2B 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.
Cannes Says Community Beats AI: What It Means 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.
More articles
July 2026
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.
Programmatic Podcast Ads Are Solving 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.
YouTube Now Beats Spotify for UK Podcast Listening, and B2B Shows Aren't Ready
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 B2B 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.
June 2026
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 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.
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.
March 2026
Why Your CEO's LinkedIn Posts Beat Your Entire Marketing Budget
Sonia Baschez, founder of Yapping as a Service, on why the founder's voice is the most cost-effective marketing channel in your stack — and how to extract it in as little as 20 minutes a fortnight.
95% of B2B Brands Are Misusing This Podcast Guest Strategy
Jason breaks down the ethics and mechanics of 'Trojan Horsing' — inviting prospective clients onto your podcast — and the value-first framework that makes it work without burning trust.
How to Script Your B2B Podcast So Every Episode Produces Viral Clips
Short-form video is quietly deciding which B2B podcasts grow and which ones flatline. Jason explains how to engineer clips from the scripting phase — not hope AI finds them afterwards.
Stop Chasing Downloads: Why Niche B2B Podcasts Win More Deals
A hundred highly targeted listeners can outperform a million passive ones. Jason makes the case that the most specialised B2B brands aren't too niche for podcasting — they're the ones who need it most.
February 2026
How This B2B Misfit Built a 13-Year Community With Zero Ad Spend
Most people want a community. Mark Masters actually built one — and it took 13 years, one Thursday newsletter, and the quiet conviction that belonging matters more than scale.
Why B2B Marketing Still Fails at Trust (And How to Fix It)
Joel Harrison has spent 23 years building media empires in B2B — and he's finally putting his cards on the table. A frank, practical conversation about what it actually takes to communicate with authority in an AI-saturated world.
What B2B Marketers Get Wrong About Emotion (A B2C Insider Explains)
If you think B2B buying is purely rational, this episode is your wake-up call. Richard Dedor brings a decade of B2C financial services marketing to show what B2B teams can steal from the consumer playbook.
The Attribution Problem Every B2B Marketer Has But Won't Admit
Your thought leadership campaign is running. People are watching and engaging — but when your CFO asks if it's driving revenue, you've got nothing to say. Ross Breckenridge, HubSpot Platinum Partner, has the framework to fix it.
January 2026
Why Your B2B Messaging Is Too Simple (And How to Fix It)
Diane Wiredu, messaging strategist at Lion Words, explains why 'simplify your messaging' advice is being misapplied in B2B — and how the clarity vs. simplicity trap is turning strong products invisible.
How AI Is Exposing the B2B Brands With Nothing Real to Say
Recorded live at SaaStock, Jason and repeat guest Danielle Parker ask whether we're living through an AI hype bubble — and what it means for B2B marketers, content engines, and your career.
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 B2B Better's Podcast to Pipeline Framework — a six-step system designed to turn a podcast into a revenue-generating GTM asset.
How to Book Dream Podcast Guests (Even With Zero Audience)
Jason shares his full playbook for finding and booking ideal podcast guests — without turning the interview into a thinly veiled sales pitch. Including where to find guests, how to prospect, and the two-message outreach sequence that gets 60-70% response rates.