How to Produce an Owned Event: Tips from SaaSOpen w/ Danielle Messler
- S1E79
- 23:33
- July 21st 2025
In this episode, I talk to Danielle Messler, Head of Marketing at Founderpath.
She recently produced SaaSOpen - a 500+ person conference in New York that brought together the best and brightest from the world of software.
We talked about why a brand would decide to host their own conference, how to develop (and protect!) a killer content programme, and what it means to deliver a 'defining moment'.
This is a must-listen for marketers responsible for putting on owned events for their company - whether it's for 10 people or 1,000.
***
I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes full end-to-end support - ideation, artwork, guest booking, scriptwriting, editing, distribution, and even hosting if needed.
If you’re interested in taking part in the initial pilot - or curious to know whether a podcast makes sense for your business - drop me an email at [email protected] or book a time to chat with me using this link:
https://calendly.com/jasonbradwell/30-minute-discovery-call?month=2023-04
You can also follow me on LinkedIn.
Head over here: linkedin.com/in/jasonbradwell
Pipe Dream
Pipe Dream is the podcast for B2B marketers, founders, and GTM leaders navigating the post-AI marketing landscape. Each week, Jason Bradwell profiles the companies that have stopped competing on information and started building media that actually differentiates - showing you what works when "helpful content" is no longer enough.
---
For years, B2B marketers were told to "educate your buyers." Create helpful content. Answer their questions. Build trust through information.
Then ChatGPT happened.
Now your prospects can get better answers, faster, without ever talking to a vendor. The playbook that defined a decade of B2B marketing has been commoditised overnight.
So what do buyers actually need from you now? What's left for B2B marketing teams to do when information is free and instant? And how do the companies winning today approach go-to-market in this post-information era?
Pipe Dream explores the companies rewriting the rules.
Each episode profiles B2B brands that have stopped competing on information and started building something AI can't replicate - personality-driven media, opinionated points of view, genuine community, and content that's actually worth a buyer's time.
From founders turning their expertise into media empires, to marketing teams building audiences that outlive their products, to sales leaders using shows and newsletters as full-funnel growth engines - these are the stories of companies adapting fastest to the shift.
This isn't another podcast about "content strategy." It's about survival, differentiation, and the death of the marketing playbook you spent the last decade perfecting.
If you're a B2B marketer, founder, or GTM leader who senses the ground shifting beneath you - and you're looking for what actually works now - this is your show.
Because helpful content is dead. Long live whatever comes next.
New episodes every week. Hosted by Jason Bradwell, founder of B2B Better, a podcast marketing agency helping B2B companies build media that matters.
Learn more at http://www.b2b-better.com