We help B2B brands launch shows that turn their point of view into pipeline. If you're launching a podcast (or have one already) and are not sure how it can hit your bottom line, book a meeting with Jason: https://meetings-eu1.hubspot.com/jason-bradwell/youtube-meeting-link

Most B2B brands are pouring budget into events, SEO, and paid ads whilst their single most powerful marketing asset sits completely untapped: the founder's voice.

In this episode of Pipe Dream, Jason sits down with Sonia Baschez, founder of Yapping as a Service (YaaS), a consultancy that helps early-stage B2B founders build thought leadership programmes that generate real pipeline. Sonia has worked with founders across industries including legal tech, manufacturing software, and online safety to help them translate deep domain expertise into content that builds trust, attracts press coverage, and shortens sales cycles. The conversation covers why founder-led communications have become a commercial necessity in the age of AI, how Sonia structures her engagements to extract authentic insight in as little as 20 minutes per fortnight, and how to measure whether any of it is actually working.

Key Takeaways

◼️ How to position your founder as the most cost-effective marketing channel in your stack, requiring as little as 15 to 20 minutes per fortnight

◼️ Why domain-expert founders (lawyers building legal AI, manufacturers building manufacturing software) have a structural trust advantage they should be exploiting publicly

◼️ How to structure a biweekly thought leadership programme that pairs industry commentary with product updates for both acquisition and retention

◼️ Why authentic, even imperfect content consistently outperforms polished AI-generated posts, particularly with Gen Z audiences

◼️ How to use social media as a low-cost messaging testing ground before committing to longer-form content formats

◼️ Why posting from a founder account will almost always outperform the same content posted from a company account, and what to do about it

Chapter Markers

00:00 Intro

02:10 What "Yapping as a Service" actually means

05:00 Why domain-expert founders have a built-in trust advantage

06:30 Why thought leadership beats every other B2B marketing channel

09:00 Translating jargon into content regular people actually care about

11:30 Why being "cringe" and authentic works better than polished AI content

14:00 Inside a typical YaaS client engagement

17:00 How thought leadership opens doors to podcasts, press, and media

18:00 Measuring ROI: what success actually looks like

21:00 Founder accounts vs company accounts: which one to prioritise

23:00 Getting employees involved organically

26:00 Cross-departmental content: sales meets design

27:00 Where to find Sonia and The Meme Team podcast

Relevant Links

Sonia Baschez on LinkedIn, Twitter/X, and Instagram: @SoniaBaschez (handle: B-A-S-C-H-E-Z across platforms)

Sonia's podcast on viral marketing and pop culture: The Meme Team (link in comments)

Bens Growth: search "Bens Growth" across social platforms

Yapping as a Service: reach Sonia via her social profiles above

What's Next

If this episode got you thinking about how your founder's voice could be doing more commercial work, take 15 minutes this week and map out two or three industry topics only your team is genuinely qualified to speak on. That is your content strategy.

Useful Links

Connect with Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Listen to Pipe Dream on Podbean: https://www.podbean.com/podcast-detail/bac4p-2a0121/Pipe-Dream-Podcast

Learn more about B2B Better: https://www.b2b-better.com

Yapping as a Service: How Founders Turn Opinions Into Pipeline | Sonia Baschez, Fraction CMO at Yapping as a Service

Pipe Dream | A B2B Marketing Podcast