From £38M to £130M: Growing a Business with Purpose and People w/ Jon Atherton | Episode 06

Back in the day, it was all about magazines, press releases and product brochures. Now it’s TikToks, LinkedIn posts and founders filming behind-the-scenes content on their phones.

In this episode, Becca and Jake sit down with Jon Atherton, Director at CI Distribution, to chat about how much the game has changed. Jon shares what it was like building a £130M business in the old-school tech channel, why personal brand mattered even before social media, and how content still makes or breaks a brand just in very different ways.

They also get into:

• What the UK market gets right (and wrong) about selling tech

• Why distributors still play a key role in brand growth

• How Jon approached PR and awards before content was “cool”

• Why genuine content works better than polished fluff

• The shift from trade press to TikTok (and how brands can keep up)

If you're into content, brand building, or curious about how B2B has evolved, this episode is full of insights.