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
-
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.
-
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.
-
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.
-
Our Spark Accelerator programme is designed to teach your team the skills and confidence to build AI into how they work. Its role-specific streams help transform how each part of your team operates, built around your real client work, so the capability stays with you long after the programme ends.
A clear path from AI experimentation to strategic advantage
At Spark AI we work with you to build internal AI capability – providing the training, the structure for business transformation and building the agents your team needs to fully integrate AI and build a permanent engine for growth.
-
Spark Index
Know where you stand
Your AI maturity, scored against the Spark AI Maturity Model™ and benchmarked against 70+ agencies and brand teams. A team-wide survey, leadership interviews, and your 90-day plan. Start free with the Snapshot.
Pricing
£4,000+VAT (or a free snapshot) -
AI Foundations
Build shared foundations
From individual experimentation to team-wide capability. Hands-on AI training that raises your whole team to the same level – building shared skills, a shared language, and confidence across roles, so AI-use stops being individual and starts being organisational.Half day from
£5000+VAT -
AI Accelerator
Develop strategic capability
From scattered adoption to building the AI engine that changes how your organisation works. Ten weeks of focussed transformation and role-specific training across each of your teams to build AI into your business model.10 weeks from
£5,000+VAT per stream for team of 10
£25,000+VAT across your whole business -
Agent Hackathons
Build working AI agents for your team
A two-day, hands-on hackathon where your team builds real AI agents for their own workflows. A team of 10 leaves with 3–4 working agents and the skills to build more.Pricing from
£10,000+VAT -
Built for you AI agents & tools
Build tools and innovate
From optimisation to innovation. Bespoke consulting and transformative custom AI tool builds – for agencies ready to scale their AI operations and supercharge growth.Pricing
Tailored to your needs -
AI Frontier
Keeping pace with change
Ongoing, high-level support for leaders as your organisation innovates, training for your AI power-users to grow and evolve capability as AI matures, and AI agents builds across your teams.Long-term partnership
From £6,000 per month
