Is it possible to be a marketer in 2023 who gets to do cool, creative things AND drive real business results?

Yes. Yes it is.

Here’s how we know: It’s being done daily in the B2B podcast space.

Amazing, creative shows are the driving force of measurable business impact—like market research, ABM strategy touchpoints, category creation, and even 6-figure deals closing (yes, seriously!). And in our new series, that’s exactly what we’ll be exploring. Based on Casted’s B2B Podcast Maturity Curve, this series will dive into each stage of a B2B podcast’s growth—providing marketers like you with real examples and real measurable goals to set for each stage of building and growing your value-driven show.

So, here’s to marketers everywhere doing cool, creative, results-driven things this year.

Head over to The Amplified Marketing Podcast to listen to the complete series on how to grow your B2B podcast!

If there’s one thing we’ve learned from today’s social media landscape, it’s this - people crave authenticity.

Meg Johnson, Manager of Creative Strategy at OpenView, believes that the key to building a genuine connection with your audience is through being vulnerable and building trust over time.

“The first step to resonating is creating some sort of connection over a shared memory or a shared story - a vision.”

Here are some highlights from the conversation with Meg:

🤔 3:12 - 4:59 Is authenticity scalable?

👩‍🔬 12:07 - 13:47 How to test and refine content

😎 25:09 - 29:18 Being confidently yourself with your audience

Resources:

https://openviewpartners.com/

BUILD with Blake Bartlett: https://podcast.openviewpartners.com/public/32/OV-|-BUILD-21cbd466

PLG123: https://www.youtube.com/playlist?list=PLRHgNxkQBpfYJrXjUuLgUR0Mg_y54_jhl

Weekly Walk with Casey Renner: https://www.youtube.com/playlist?list=PLRHgNxkQBpfbb4QmSW6YcFOgMVnLB2_AL

Connect with Meg: https://www.linkedin.com/in/redheadmeg

In order to maximize the potential of your brand’s podcast, it’s important for your show and business plan to coexist. Growing a strong community relies heavily on this.

Rowan Tonkin is the Chief Marketing Officer of Planful and Peter Mahoney is the General Manager of Marketing Performance Management at Planful, formerly the founder and CEO of Plannuh. The two host their own respective podcasts and have built their shows with a broader scope in mind.

Listen in as Rowan and Peter discuss:

💭 8:37 - 10:21 Looking at the bigger picture

🧑‍💻 11:04 - 13:21 The importance of consistency

🎉 18:30 - 25:20 The merging of brands and acquiring new strategies

Resources:

https://planful.com/

https://www.plannuh.com/

The Next CMO: https://www.plannuh.com/the-next-cmo-podcast/

Being Planful: https://being.planful.com/public/102/Being-Planful-663b4931

Connect with Peter: https://www.linkedin.com/in/pemahoney

Connect with Rowan: https://www.linkedin.com/in/rowantonkin/

“Will this move the business forward?”

This is such an important question to ask yourself when launching a podcast for your brand.

Tim Glomb is the VP of Global Content at Marigold (formerly CM Group). He is also a co-host of Cheetah Digital’s “Thinking Caps”, a podcast that strives to help marketers adapt to the ever-changing industry.

On this episode of The Casted Podcast, Tim dives into:

🚘 5:20 - 8:37 How podcasting drives business forward

📚 11:15 - 13:10 Transforming written reports into snackable video content

🤝 15:59 - 19:48 The impact video has on business and relationships

Resources:

• For more information, check out Marigold: https://meetmarigold.com/
• Listen to Thinking Caps: https://thinkingcaps.cheetahdigital.com/public/85/Thinking-Caps-e0c06436
• Connect with Tim: https://www.linkedin.com/in/timglomb

The pandemic caused a lot of people to pivot strategies to digital, and Oak Street Funding was no different. Where did they land? On a podcast.

Kira Singer is the Senior Marketing Coordinator and Producer at Oak Street Funding, a small business lending company. She’s been instrumental in growing their digital marketing presence, including launching their successful podcast, OnPoint with Oak Street Funding.

From the challenges of starting a podcast from scratch to evolving it into the amplified content marketing strategy it is today, Kira spills all the secrets on how Oak Street got there. Tune in to hear:

📝 How to maximize your reach and gain insights on digital marketing success with a content amplification strategy

📣 The importance of having a consistent voice for their podcast and across all of their content

💥 Common challenges that occur as your podcast matures and how to tackle them

Resources:

For more information check out Oak Street Funding:

https://www.oakstreetfunding.com/

If you want to listen to their show, OnPoint with Oak Street Funding:

https://podcast.oakstreetfunding.com/public/111/OnPoint-with-Oak-Street-Funding-1f285e29

Connect with Kira:

https://www.linkedin.com/in/kira-singer/

Individuality, entertainment, and humanness. These three characteristics are just as important to marketing as metrics and education.

In a world of e-commerce and marketing technology, Vern Tremble and his team at Wunderkind strive to provide valuable content that is both entertaining and informative.

Vern is the Senior Director of Marketing and the host of the podcast "Individuality Unleashed", which explores what makes brands unique and how to drive success.

He sits down with Lindsay to describe how Wunderkind’s podcast came to be, and the investment it takes to create something great. Listen in to hear two marketers and podcasters discuss the deeply important pieces of marketing that get put to the side from time to time: human stories, individuality, and entertainment.

Listen in to hear:

🌱 What it takes to start and grow a successful podcast from the inception

💡 The importance of content being both entertaining and informative

🤑 Creating a podcast isn’t just for fun—what’s your business use case?

Strongly setting the intention for your podcast is crucial for success. Without intentional goals and ways to measure your progress, it’s hard to see where you’re going. In this podcast episode, Michael Lynn describes the origin story of MongoDB's journey into podcasting, and how it has evolved over time into the intentional and successful podcast it is today.

"I wanted the podcast to be a great place where you can get great information and learn about not only MongoDB, but the way that other software developers are improving the velocity of their development efforts."

Michael Lynn is the Principal Developer Advocate at MongoDB, and the host of the MongoDB Podcast, a show that aims to inspire, motivate, and educate software developers. He has been instrumental in growing the podcast from its humble beginnings to the successful show it is today. What started as a two-man show has evolved into something even more intentional, and they’ve expanded to have multiple hosts.

In this episode, you will learn:

💪 02:29-03:32 The importance of knowing your mission and goal for your podcast

🚀 03:43-04:48 How to get your podcast off the ground with minimal tech and team

❤️ 10:28-11:32 Why human-forward stories are worth sharing, even on a software development podcast

Resources:

Connect with Michael:

https://www.linkedin.com/in/mlynn/

Check out the MongoDB podcast: https://podcasts.mongodb.com/public/115/The-MongoDB-Podcast-b02cf624

While some B2B brands launch podcasts and video series as experimental side projects, other brands intentionally set out to make those easy-to-consume channels the chief drivers of their overall marketing strategy. 

Zylo is one such brand, and on this episode, CMO Meredith Albertson and Content Marketing Manager Nicole Wood share how they launched their podcast SaaSMe Unfiltered with the goal of building their overall marketing strategy around the show. 

Key Takeaways:

🔥 04:29-07:37 Why SaaSMe Unfiltered Was Strategically Aligned from the Start

🗣 08:23-09:32 How Zylo Differs from Traditional B2B Marketing

🧠 16:43-18:39 Podcasting Revenue is a Long (but Smart) Game

🧃 22:55-26:32 Squeeze the Juice Out of All Your Content

📐 29:54-31:46 Measuring the Value of Your Content

📣 36:53-38:09 How Amplified Marketing Impacts the Business

🎧 39:04-40:26 Advice on Proving a Podcast’s Value to Your Brand

Check out SaaSMe Unfiltered

https://podcast.zylo.com/public/112/SaaSMe-Unfiltered%3A-The-SaaS-Management-Podcast-c316deea 

Connect with Meredith and Nicole

https://www.linkedin.com/in/meredithpmorgan/

https://www.linkedin.com/in/nicoleewood/

Whether you’re thinking about starting a podcast or have been behind the mic for years, Megan Noel from Trava has some insights and creative ideas to help craft your podcast strategy.

Megan’s team at Trava started their podcast in October of 2022. So why did they start? And where is it taking them? For one, Megan is starting with the basics—what do they do and why do they do it. Tune in to hear:

3️⃣ questions that will help you craft a successful (podcast) content strategy

👩 Megan’s unique perspective on podcast content (plot twist: it’s NOT about thought leadership)

🎙️What you need to know if you’re thinking about starting a podcast

Check out The Tea on Cybersecurity

https://listen.casted.us/public/121/The-Tea-on-Cybersecurity-1fc5710e

Connect with Megan

https://www.linkedin.com/in/megansnoel/

After launching a brand podcast right before the pandemic, Vincent Pietrafesa has lots of lessons and advice to give to anyone thinking of starting a podcast. Most importantly? Just press record.

Vincent Pietrafesa, VP of B2B Products and Partnerships at Stirista and co-host of The Marketing Stir podcast, has combined the power of thought leadership and the machine of campaign marketing to create a podcast that is pushing Stirista forward. Listen in to hear how his team is creating connection and generating demand with their podcast.

Key Takeaways:

🦠 04:46-07:37 Lessons from COVID: What Stirista has learned from growing a podcast through the pandemic

🎧 07:38-09:24 Why Vincent says they have no listenership goals—what are they measuring?

🏆 11:24-13:33 Stirista’s method for success: the team behind the podcast magic

Check out The Marketing Stir

https://podcast.stirista.com/public/84/The-Marketing-Stir-1d9bbf55

Connect with Vincent

https://www.linkedin.com/in/vincent-pietrafesa-ab69994/