Exploring the Anatomy of the Modern-Day Salesperson: A Conversation With Jason Bradwell, Founder of B2B Better

January 10, 2025 - 2 min read

In the third episode of our new limited interview series, Vodworks CEO Sakib Mirza sits down with Jason Bradwell, founder of B2B Better and host of the B2B Better Podcast. As an expert in B2B sales and marketing, Jason shares insight on what it takes to succeed as a modern-day salesperson and how companies can align their sales and marketing strategies for long-term success.

B2B Better is a Vodcast (Video Podcast) Marketing Agency that does great production - not a production agency trying to figure out marketing. They specialise in creating Video Podcast shows for service and solution-based companies.

What You’ll Learn:

How marketing and sales should work together in B2B sales cycles.
Why marketing is a sales enabler, not just a lead generator.
How to effectively use social media and personal branding in B2B sales.
How to transition from working in large organizations to launching a startup.

Key Insights and Takeaways

1. Marketing’s role is to help sales sell better

Jason believes that B2B marketing is an enablement function for sales rather than a direct revenue driver. This is especially important in complex enterprise sales cycles, where everything is built on trust.

2. Never cut off marketing during economic downturn

Marketing is often the first budget to be cut. Jason argues this is a mistake: instead, businesses should focus on targeted, strategic marketing efforts that support sales teams during difficult times.

3. Only 5% of potential customers are actively in-market

Successful sales teams don’t just chase the active 5% - they also nurture the other 95% of customers, to remain on top of their minds when they are finally ready to buy.

4. Social media has untapped potential in B2B

Platforms like TikTok, Instagram, and YouTube should be strategically used in B2B marketing. Jason explains this based on successful examples of Trainual and Vilpe – companies that increased revenue using social media.

5. Salespeople should be content creators

Jason believes that modern salespeople should work on content creation to build their personal brands. Whether through videos, articles, or social media posts, a salesperson who actively shares insights and perspectives can establish trust with prospects.

6. Transition from corporate to own startup is smoother with thought leadership

Jason shared how he built thought leadership while still working in a large organization. By the time Jason started his agency, he had a strong following and clients lined up.

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