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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.
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 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.
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.
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 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.
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.
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.
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.
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 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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 "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.
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 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 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.
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.
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.
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 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 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.
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.
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.
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.
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.
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.
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.
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.
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 "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.
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.
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%.
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.
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.
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.
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.
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.
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 "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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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 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.
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.
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.
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.
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.
£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.
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.
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.
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.
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Strategy, frameworks, and sharp takes from the team running B2B content programmes every day. Published when we have something worth saying.
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