TL;DR
In this episode of Spark Sessions, Jason Bradwell, founder of B2B Better, joins Spark AI for a live demo of B2B Hub, the internal operating system his team built to run their agency end to end. B2B Better is a B2B podcast and thought leadership agency based in Bournemouth. Jason shares what it takes for a small, focused team to build its own AI tools, and why it was worth doing. He makes the case that small agencies have the agility to take real advantage of AI, and explains why his team stopped buying off-the-shelf software and started building their own tools on Claude Code.
SPARK SESSIONS EPISODE 3
How a small agency built their own AI internal operating system
This is our third episode of Spark Sessions, Spark AI's monthly series. The question we hear most from agencies right now is: what does good actually look like? This series is our answer to that. Each session, an agency walks us through exactly how they've embedded AI into the way they work.
Emma Wharton Love, co-founder of Spark AI, was joined with Jason Bradwell, founder of B2B Better, a B2B podcast and thought leadership agency. Jason shares a live demo of B2B Hub, his internal AI operating system. He explains what it takes for a small, focused team to build its own AI tools, and why it was worth doing.
Duration:
45 Minutes
Who its for:
Agency Founders, Content Directors, and Operations Leads
What is it about:
Building vs Buying, AI Workflow Design, Team Adoption
Format:
On-Demand Video
The opportunity for small agencies
There's a common worry that smaller agencies can't take advantage of AI the way bigger, better-funded competitors can. Jason's view is the opposite. He explains how his nine-person agency can adapt faster has more agility than a 100-person business, which allows small teams can punch above their weight and level the playing field. He points to the democratisation of engineering, where projects that used to need a developer, like standing up a website, are now within a marketer's reach.
Inside B2B Hub
The backend organises client context, company context, and SOPs so that a plain instruction in the terminal pulls the right files and gets to work. On top of that sits a tool hub the whole team uses, linking out to whatever they need that day. Jason provides a live demonstration of how he uses his operating system to generate a landing page for his website.
What it takes for a small team to build, not buy
Two people drive the building, while the whole team uses the tools and feeds back on what works. Building their own project management tool to replace ClickUp saved around £5,000 a year in licensing across various SaaS tools, but the bigger gain was fit. The tools meet the agency's exact needs rather than the agency bending to fit the software. A structured front-end also forces consistency and keeps the system model-agnostic, so Jason can swap one model for another without retraining the team.
FAQs
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Jason talks about a "sandwich" approach. Humans shape the input, AI handles the middle, and humans own the output before anything reaches a client. The structured tools force consistency on the input, which lifts the quality of what comes out.
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Not as long as you might think. B2B Hub has grown over the past 12 to 18 months, starting as one or two simple tools and building from there. The B2B Better website itself went from nothing to fully built in a week, with Jason working on it in his evenings, around running his agency. He says he is always improving them, refining the tools as new updates or ideas emerge.
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Each session is free to attend. We announce upcoming episodes on our LinkedIn, through the Spark Intelligence newsletter, and our Events page. Recordings are available on demand via the Spark AI website after each session. If you want to make sure you don't miss one, the best way is to subscribe to the newsletter.
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