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 podcasts sound exactly the same. Becky Willis is doing something about it.

Becky Willis, Group Chief Commercial Officer of the Hewitt Matthews Group and co-host of the relaunched Agency Hackers podcast, joins Jason to pull back the curtain on a show built differently from the ground up. Forget evergreen guest interviews and generic marketing frameworks. Agency Hackers is a gossip column for agency land, produced in a full broadcast studio, with live phone-ins from the community and a co-hosting dynamic built on genuine chemistry and deliberate spontaneity.

In this episode, Becky shares the origin story of the relaunch alongside Agency Hackers founder Ian, explains why they chose high-end studio production over a DIY recording setup, and reveals the "freedom within a framework" philosophy that keeps the show lively and authentic. She also digs into how they source stories, why LinkedIn and private WhatsApp communities are their most fertile hunting grounds, and what nearly killed a previous attempt at producing the show before it ever saw the light of day.

Whether you are building an owned media strategy for a B2B brand or simply trying to create content that actually gets listened to, this conversation is packed with honest, practical insight.

Key Takeaways

◼️ How to stand out by building a show around your genuine personality and knowledge rather than copying the dominant interview format

◼️ Why "freedom within a framework" is the sweet spot between over-scripted episodes and unstructured waffle

◼️ How to involve your audience through community phone-ins that build loyalty beyond passive listenership

◼️ Why production environment matters more than most hosts realise, and how the right studio setup fuels on-camera energy

◼️ How to source timely content by treating LinkedIn and private community channels as your editorial newsroom

◼️ Why outsourcing end-to-end production is the difference between a show that gets published and one that never sees the light of day

Chapter Markers

00:00 Intro

01:45 What Agency Hackers Is and Who It's For

04:10 Why They Chose a Gossip Column Format Over Another Marketing Podcast

06:30 The Studio Decision and Why Production Environment Matters

08:00 How They Find and Source Stories Each Week

11:20 The Live Phone-In Segment and Why It Builds Listener Loyalty

14:00 Early Reception and Signals From Episode One

16:45 The Three Big Lessons From the Relaunch So Far

20:10 Where to Find Becky and the Agency Hackers Podcast

Relevant Links and Resources

Listen to Agency Hackers Podcast on Apple Podcasts: https://podcasts.apple.com/us/podcast/the-agency-hackers-podcast/id1755540477
Listen to Agency Hackers Podcast on Spotify: https://open.spotify.com/show/2Y2IHPCBJGmlGNNmQD4l8d
Connect with Becky Willis on LinkedIn: https://www.linkedin.com/in/becky-willis-07999519/
Learn more about Agency Hackers Community: agencyhackers.com
Follow Ian Harris (Agency Hackers founder) on LinkedIn: https://www.linkedin.com/in/ianharrisuk/

What's Next

Go and subscribe to the Agency Hackers podcast on Spotify or your preferred platform, then come back here and tell us what format you think is missing from the B2B podcast landscape.

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

The Agency Gossip Podcast Blowing Up LinkedIn Right Now | Becky Willis, Chief Commercial Officer, Hewitt Matthews Group

Pipe Dream | A B2B Marketing Podcast