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Crossing the Pond

Crossing the Pond

By: Champion Communications
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Summary

B2B sales in the UK are worth over £188 billion a year, drawing ambitious companies from around the world - especially North America. But breaking into the UK isn’t simple. Differences in scale, customer behaviour, sales methods, regulation, and media mean success is far from guaranteed, with over 40% of newcomers failing within three years.


Crossing the Pond is the go-to podcast for B2B leaders planning or pursuing UK expansion. Hosted by Richard Cook, each episode features candid conversations with executives who’ve made the leap. They share lessons learned, wins, challenges, and practical insight on using earned media to drive awareness, credibility, and growth.

Copyright 2026 All rights reserved. Economics Politics & Government
Episodes
  • EP08: Precision, Proof and Peer Referral: The Real Rules of UK B2B Marketing

    EP08: Precision, Proof and Peer Referral: The Real Rules of UK B2B Marketing
    30 Apr 2026

    Rachel Allen, founder of Bolt from the Blue Copywriting and fractional CMO, joins host Richard Cook to explore what it really takes to market complex B2B services across borders and why so many North American businesses get it wrong when they enter the UK and European market.


    Rachel shares the origin story behind Bolt from the Blue, built from scratch in Hong Kong with $200 and no work visa, and how nearly 20 years of writing for lawyers, financiers, and medical companies has shaped her approach to communicating with sophisticated, sceptical audiences.


    Key takeaways:


    • British B2B audiences expect precision. Vague claims and approximate data will cost you credibility


    • UK buyers want proof over a personal brand.


    • Word of mouth and peer referral are now the primary deal-closing mechanism in B2B, making trust your most valuable marketing asset.


    • Whether you're a B2B business planning to expand into the UK, or a marketer navigating the shift from digital noise to relationship-led growth, this episode is essential listening.


      Connect with Champion: https://championcomms.com/

      Get in touch with Richard: letstalk@championcomms.com

      Connect with Us

      • Host: Richard Cook - Champion Communications
      • E-mail: letstalk@championcomms.com
    Show more Show less
    19 min
  • EP07: Reinventing the B2B Sales Cycle: Rajan Sodhi on Product-Led Growth That Converts

    EP07: Reinventing the B2B Sales Cycle: Rajan Sodhi on Product-Led Growth That Converts
    31 Mar 2026

    In this episode, Richard Cook is joined by Rajan Sodhi, co-founder and CMO of Hyperview, to explore what it takes to scale a B2B technology company in today’s fast-changing landscape.

    Rajan shares the origin story behind Hyperview and how a bold shift to a cloud-native, product-led model helped challenge a traditionally complex and slow-moving industry. He explains why removing friction from the buying process, empowering users, and prioritising customer experience are key to accelerating adoption and growth.

    The conversation also dives into modern B2B marketing challenges, from cutting through digital noise to building trust through authentic, experience-led communication. Rajan outlines how Hyperview uses product-led growth, community engagement, and continuous customer feedback to shape both its platform and its positioning. Looking ahead, Rajan shares his perspective on how AI is transforming marketing, enabling lean teams to do more with less, while reshaping how buyers discover and evaluate solutions.

    If you’re interested in go-to-market strategy, product-led growth, and the future of B2B marketing, this episode offers practical insights from the front lines of scaling a global SaaS business.

    Connect with Us

    • Host: Richard Cook - Champion Communications
    • E-mail: letstalk@championcomms.com
    Show more Show less
    44 min
  • EP06: The Power of B2B Podcasting: Bogdan Bratis on Brand Building With Expert Voices

    EP06: The Power of B2B Podcasting: Bogdan Bratis on Brand Building With Expert Voices
    19 Jan 2026

    In this episode, Richard Cook speaks with Bogdan Bratis, a B2B podcast strategist, producer, and host of The Podfiles. Bogdan’s background spans music, audio production, and corporate communications, giving him a distinctive view on how long-form content builds trust and authority.

    Bogdan explains why podcasting has become a strategic communications channel for B2B organisations, how smaller audiences can deliver stronger business outcomes, and why many corporate shows struggle due to weak concepts and poor distribution. He highlights the growing role of AI and SEO in podcast discovery, emphasising that transcripts, repurposed content, and backlinks now influence how expertise is surfaced online. From editorial strategy to production quality, Bogdan outlines how brands can use podcasting to strengthen relationships, build credibility, and create reusable content that supports wider marketing activity. He also discusses the value of being human on-mic, the importance of preparation, and the link between podcasting and earned authority in competitive markets. About the Guest:
    Bogdan Bratis is a podcast producer and strategist who supports B2B organisations in designing, launching, and scaling podcasts with a clear editorial focus. He also hosts The Podfiles, a podcast about the craft, strategy, and economics of the podcasting industry. Bogdan specialises in long-form content, guest preparation, B2B communications, and multi-channel distribution. Key Lessons and Takeaways:
    • Podcasts Build Authority. In B2B environments, relevance and credibility matter more than large general audiences.
    • Strategy Comes First. Strong editorial concepts, audience definition, and positioning determine long-term success.
    • Distribution Multiplies Value. Episodes become master assets that can be repurposed across written, audio, and video channels.
    • Transcripts Support Discovery. AI systems and modern search engines use written signals to connect experts with audiences.
    • Human Voices Cut Through. Authentic, conversational formats stand out in a media landscape with growing automation and noise.
    • Metrics Should Match the Market. In B2B, leads, relationships, reputation, and influence are more meaningful than download numbers. Resources and Mentions:
    • Strategic podcasting for B2B organisations
    • The role of transcription and written assets in SEO and AI discovery
    • Content repurposing models across social, web, and PR
    • Why podcasting is a relationship and credibility channel, not just a media channel Connect with Us
    Host: Richard Cook
    letstalk@championcomms.com



    Connect with Us

    • Host: Richard Cook - Champion Communications
    • E-mail: letstalk@championcomms.com
    Show more Show less
    38 min
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