Podcasting has exploded in popularity across B2C industries, but in B2B marketing, its potential remains underutilized and misunderstood. Too often, companies launch a podcast, produce a handful of episodes, and then abandon it when the download numbers don’t skyrocket overnight.So, how can B2B companies, especially in niche industries like life sciences, make podcasting a powerful tool for thought leadership, relationship-building, and even lead generation?To answer that, I’m joined by Jason Bradwell, founder of B2B Better and a specialist in helping companies turn podcasts into a real business asset. With over a decade of experience in B2B marketing, Jason has worked across multiple industries, refining strategies that make content not just engaging, but commercially valuable.In this episode, you'll learn:00:00 Introduction to podcasting in B2B marketing02:43 How to turn podcasts into a lead pipeline06:05 Tips for branding a B2B podcast07:33 Case study: CorrDyn's Data in Biotech podcast09:55 How to measure podcast success in B2B13:23 What to consider when podcasting in the scientific community16:43 How pharma companies use podcasting for patient advocacy19:48 Common challenges in launching a B2B podcast22:13 How to find the right structure and format for your podcast24:42 Promoting and growing your B2B podcast32:11 Emerging trends in podcasting34:07 Resources for aspiring podcastersBook recommended by Jason: Out on the Wire by Jessica AbelTo connect with Jason Bradwell:LinkedInB2B Better (website)B2B Better podcastTo connect with Joachim Eeckhout, host of the podcast:LinkedInContact form>>>Subscribe to The Science Marketer newsletter <<<

In this conversation, Sheldon Zhai, founder of Supreme Optimization, shares how he landed his first clients, scaled his business, and navigated the challenges of building a high-growth agency. We also dive into his recent acquisitions, his vision for AI in life sciences marketing, and his approach to hiring top-tier talent—including why he insists on hiring PhD-level scientists as marketers. If you're thinking of starting your own life sciences marketing agency, Sheldon has some blunt, no-nonsense advice on what it really takes to succeed.In this episode:00:00 How Supreme Optimization started03:21 Finding your first client as an agency05:32 Common challenges for early-stage agencies08:05 Key milestones in the growth of Supreme Optimization10:13 Building a team of scientific marketers12:33 Scaling up the agency through a strategic investment17:06 Acquiring and integrating other agencies to scale up19:36 Lessons learned from six acquisitions in two years22:03 Scaling up your agency culture25:33 The role of AI in science marketing29:01 The future of Supreme Optimization30:07 Advice for aspiring marketing agency owners32:20 Book recommendation for marketing agenciesBooks recommended by Sheldon:- Who: The A Method for Hiring, by Geoff Smart- The Win Without Pitching Manifesto, by Blair EnnsTo connect with Sheldon:- LinkedIn- Supreme OptimizationTo connect with Joachim Eeckhout, host of the podcast:- LinkedIn- Contact form>>>Subscribe to The Science Marketer newsletter <<<

In this episode, I speak with Allison Satterfield, founder and creative director of Particle 31, about the intricacies of branding and logo design in the biotech industry. We discuss the challenges of creating a memorable brand name, the importance of storytelling in branding, and the specific processes involved in developing a branding strategy for biotech companies. Allison shares insights on common mistakes made by startups, the significance of owning intellectual property for logos, and how branding evolves as companies grow. The conversation also highlights effective logo design principles and the impact of brand archetypes in biotech branding.In this episode, you'll learn:00:00 The story behind Particle3104:18 The challenges of naming a biotech startup07:40 How to create a branding strategy11:30 Common brand archetypes in biotech14:13 What makes a good biotech logo15:11 How to future-proof your branding19:35 The importance of brand storytelling21:13 Common branding mistakes in biotech22:49 Branding on a limited budget26:15 Evolving your brand strategy as you scale up28:28 The one key branding advice for biotech founders30:08 Recommended resources for brandingBooks recommended by Allison:Simply Put by Ben GuttmannBuilding a Story Brand, by Donald MillerOther resources mentioned:Founder Playlist’s library of templatesTo connect with Allison Satterfied:Particle31’s websiteLinkedInTo connect with Joachim Eeckhout, host of the podcast:LinkedInContact form>>>Subscribe to The Science Marketer newsletter <<<

Benjamin McLeod discusses the nuances of ghostwriting in the biotech sector, particularly on LinkedIn. He shares insights on building personal brands, the importance of providing value through content, and how using social media can increase the efficiency of attending conferences.In this episode, you'll learn:00:00 Introduction to Benjamin McLeod and his background05:54 The journey to founding Convey Bio06:54 Understanding the ghostwriting process13:46 The power of LinkedIn for biotech executives18:39 Maximizing ROI from biotech conferences22:21 Building a personal brand on LinkedIn26:16 Future plans for ConveyBio27:17 Advice for starting on LinkedIn30:07 Recommended reading for science marketersBook recommended by Benjamin: Influence: Science and Practice, by Robert CialdiniTo connect with Benjamin McLeod: LinkedInTo connect with Joachim Eeckhout, host of the podcast:- LinkedIn- Contact form >>> Subscribe to The Science Marketer newsletter <<<

Seasoned science communicator Kat Arney discusses the concept of thought leadership in science, how any organization can get started, the importance of content consistency, how to make scientific content engaging, and the role of AI in thought leadership. In this episode, you'll learn:01:16 Understanding thought leadership in science communication05:22 The process for getting started with thought leadership09:50 How to overcome the challenges of thought leadership14:31 Defining your niche and audience20:52 Measuring success in thought leadership26:21 How Kat helped ERS Genomics become a thought leader in the CRISPR space30:16 The use of AI in thought leadership33:56 Recommended reads for science communicationBooks recommended by Kat:- Daughter of Family G: A Memoir of Cancer Genes, Love and Fate Hardcover by Ami McKay- Bad Blood: Secrets and Lies in a Silicon Valley Startup Hardcover by John Carreyrou- Houston, We Have a Narrative: Why Science Needs Story Paperback by Randy Olson - The Narrative Gym: Introducing the ABT Framework For Messaging and Communication by Randy Olson- Storynomics: Story-Driven Marketing in the Post-Advertising World Hardcover by Robert Mckee and Tom Gerace- Story: Style, Structure, Substance, and the Principles of Screenwriting by Robert McKee To connect with Kat Arney:- LinkedIn- First Create The MediaTo connect with Joachim Eeckhout, host of the podcast:- LinkedIn- Contact form >>> Subscribe to The Science Marketer newsletter <<<