This episode is brought to you by B2B Better. Richard cut CAC by 27% by ditching billboards and investing in owned content — podcasts, videos, and customer interviews that actually moved the needle. That's exactly the kind of content engine we help B2B service businesses build. If you want a podcast that drives pipeline, not just downloads, visit b2bbetter.com.

If you think B2B buying is purely rational, this episode is your wake-up call. In this episode of Pipe Dream, host Jason Bradwell sits down with Richard Dedor, Senior Client Strategist at Vericast, to unpack what a decade of B2C financial services marketing can teach B2B marketers about differentiation, storytelling, and cutting through a commoditised market.

Richard's core point is clear: stop overthinking your product and start understanding the emotion behind the buying decision. Every purchase — whether it's a checking account or a six-figure SaaS contract — starts with a pain point. The businesses that win are the ones that lean into that pain and make the buyer the hero.

The cheeseburger analogy says it all. McDonald's, In-N-Out, Wendy's — they're all selling the same thing but winning different customers by knowing exactly who they're for. B2B is no different. You don't need a revolutionary product. You need a sharper story built around the right ingredients for the right target market.

The conversation gets tactical on CAC reduction. Richard's team cut acquisition costs by 27% by reallocating budget away from vanity spend — billboards chief among them — and investing in owned content instead. Podcasts, videos, webinar series, and customer interviews that spoke directly to real pain points. A billboard reaches everyone and no one. A customer interview that mirrors exactly what a prospect is feeling reaches the right person at the right moment.

For B2B marketers dealing with long sales cycles and buying committees, hold the macro message steady and pivot the micro-messaging for each stakeholder in the room. And when compliance is standing between you and a good idea, make them your second-best friend — walk them through the concept one friction point at a time and help them get themselves to yes.

People buy with emotion. Even in B2B. Especially in B2B. That's what you should be tapping into.

Chapter Markers

00:00 - Introduction: Richard Dedor and a decade in B2C financial services

02:00 - The cheeseburger analogy: differentiation in commoditised markets

04:00 - Growing brand awareness by 50% and bridging it to conversion

06:00 - In-market moments and rare switching windows in financial services

08:00 - What B2B marketers should steal from the consumer playbook

09:00 - Micro-messaging pivots within a stable macro message

10:00 - Cutting CAC by 27%: stop spending on billboards

11:00 - Investing in owned content: podcasts, videos, and customer interviews

13:00 - Testing, killing, and doubling down on what works

14:00 - Working in regulated environments: making compliance your ally

16:00 - How to present ideas to legal and compliance teams

18:00 - Walking compliance through friction points one step at a time

20:00 - The one thing B2B companies get wrong about differentiation

22:00 - People buy with emotion — even in B2B

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Richard Dedor on LinkedIn

Visit Richard Dedor's website

Read Richard's writing on HubSpot and Medium

Explore B2B Better and the Pipe Dream Podcast