Kyle Lacy, CMO of Lessonly, says SaaS marketers need to own a revenue number and get their teams focused on bottom line if they want a seat at the table.
“My ICP won’t come on a podcast.”
It’s something we hear regularly and while it’s a fair thought, it likely isn’t the case.
Let’s start with a little background.
Our business, Motion, runs a well-respected B2B podcast – Tech Qualified. On Tech Qualified we bring on CMO’s and Heads of Marketing from B2B tech companies to talk about what they’re seeing in the space. In addition to running the podcast, we also sell podcast services. So, we run a podcast for ourselves and provide podcast services to others.
A common thing we hear is “Well, your podcast is for CMO’s. We marketers LOVE to talk. My ICP is [insert cyber security professional, healthcare, data, AI professional here] and they just can’t come on. Too much risk for them, they just won’t do it.”
This simply is not true.
Do you have a podcast idea for your company? Great.
B2B podcasts are a fantastic way to build your brand, expand your reach and establish yourself as a leading voice in the industry.
But before you turn the microphone on, there are a number of important decisions to make. For one, you’ll want to secure an engaging podcast name and brand identity — one that’s close enough to your corporate VBL (so that it’s aesthetically linked), but isn’t so close that it comes across as uninspired.
You’ve done your research on B2B podcasting. You’ve established your podcast’s brand identity. You’ve recorded and edited your first few episodes and now you are ready to send your new podcast out into the world. But how do you do that?
Don’t worry. You’ve already done the hardest part of making a podcast. The process of getting it out to your listeners is pretty easy. This guide will walk you through the steps of getting your podcast hosted and published on all the major platforms.
Podcasts have exploded in the past few years. More than half of the US population has listened to at least one, and 16 million Americans describe themselves as “avid” fans.
And B2B podcasts are increasingly popular too, with 13 million households listening in on a regular basis. But with so many businesses already releasing their own podcast material, how can you establish a brand for yours and help it stand out?
Planning, researching, recording, editing, and publishing a high-quality branded podcast takes time. But the biggest mistake marketers make with a branded podcast has nothing to do with the time invested.
It’s about what marketers DON’T DO after the podcast episode is published.
A podcast episode is so much more than a single audio file. However, most marketers just hit “publish” and distribute the audio from their podcast hosting provider. They don’t take it any further once the episode makes its way to Apple, Spotify, Google and other podcast platforms.
When you invest the time it takes to produce a high-quality podcast episode for your company, you’re better off squeezing as much “juice” from it as you can. And that’s where repurposing content comes into the picture.
Ready to get that podcast started? Schedule a call with us and we’ll get it going.
Most B2B marketing heads at tech companies want to start a podcast but don’t have time, resulting in lost demand and brand awareness. At Motion, we help B2B marketing professionals launch their podcasts so they can publish more high-quality content consistently, develop new relationships within their industry, and get their team excited about marketing again.
