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10 Marketing Greats Weigh In On the Power of Podcasting: Part 2

Last week, we explored insights from marketing experts Mike Volpe, Meghan Keaney Anderson, Dave Gerhardt, Mark Kilens, and Muhammad Yasin. This week, we’ll continue to share nuggets of wisdom about content marketing, B2B podcasting and its power with Jeanne Hopkins, Jay Acunzo, Jay Baer, Heike Young, and Stephanie Cox.

Jeanne Hopkins - CRO of SquadLocker

Jeanne Hopkins is currently the CRO of SquadLocker. But before now, she’s worked at companies like HubSpot, Lola.com, and SmartBear. She was involved with podcasts at all of these companies and got to see first-hand the benefits of tapping into a company’s expertise.

Here’s her take on using podcasts to educate your audience:

“Well, as we know, content is super important. And this is content. It’s easier than writing a fairly lengthy article, I believe. Getting your thought process, it’s a lot easier for people to listen or watch some video or listen to a recording. It should be part of the content process.

Mike Crawford, amazing leader, he would do regular videos about; this is how you do this. This is how you do that. And it is a form of a podcast. It’s a teaching tool. And if we look at podcasting as a teaching tool, it’s not a matter of ... I think we have to get out of that mindset that we’re only promoting ourselves.”


Listen to the full episode here.

Jay Acunzo - Founder of Marketing Showrunners

Jay Acunzo is more than just the Founder of Marketing Showrunners. He’s also a speaker, author, and podcast host. He’s been in the podcasting game since 2014, creating several shows, including his current one, “Unthinkable.”

Here’s a look at what Jay has to say about using podcasts to connect with your audience:

“So what you want to look at is two distinct benefits to the company. Number one is you want to increase, or you will increase if you have a good show, you increase the lifetime value to your brand of everybody you reach. People spend more time with you. I mean, think about how crazy this is to our marketing ancestors, if you will. It’s like, ‘Okay. Oh, you’re concerned with a 30 second TV spot or a 15-second pre-roll ad? Interesting.’”

Every single week thousands and thousands of people that we’re trying to reach or who already purchased our product and are becoming super fans now, thousands of people spend 10 minutes, 20 minutes, 30 minutes, 60 minutes, an hour and a half with us every week. That’s insanity. That seems beyond reach until you make a show. And so the first thing you do is you increase the lifetime value of those you reach right now. They spend time with you. They trust you. They take more action on your behalf. Ask anybody who hosts a podcast about the visceral response. If they have a good show, the visceral response that they get when they meet somebody who listens offline, it’s like nothing you’ve ever experienced.”

Listen to the full episode here.

Jay Baer - Founder of Convince and Convert

Jay Baer is many things—when he’s not acting as the Founder of Convince and Convert, you’ll find him speaking at events, authoring books (his most recent is called Talk Triggers), and hosting a podcast. His podcasting journey began in 2012, and he has since gained all sorts of insights into the power it brings to brands.

Here’s Jay’s view of the intimacy podcasts bring to the table:

“Well, there’s no replacement for the intimacy of podcasts. We talk so much about thought leadership in B2B, and a podcast is the epitome of thought leadership. Because you can do a webinar and some will tune in for that, or you can publish an ebook and somebody will download that, but listening to you, or you and your guests, or whatever your show format is for 20, 30, 40, 50, 60 minutes a week, that is a level of relationship and authority that cannot be created in any other venue or platform.

If I said to you, ‘Hey, here’s what we’re going to do, we’re going to have a blog, and we’re going to try and get people to spend 45 minutes a week on the blog.’ There’s literally no circumstance by which that will happen. It is literally impossible, yet that happens withB2B podcasting all the time.”

Listen to the full episode here.

Heike Young - Director of Content Strategy at Salesforce

Heike Young does more than act as Director of Content Strategy at Salesforce. She’s also one of the original hosts of the company’s podcast, “Salesforce Marketing Cloudcast.” While there, she’s captured great interviews, created exceptional guest experiences, and promoted the show to garner maximum value from it.

Here’s a look at how she used podcasting to help their sales team:

“So one of the things I was really proud of was how much our sales team would reach out to me and say, ‘I always listened to this when I’m driving into my territory. It just gets me in the right mindset for work. And it keeps me fresh on all of the latest trending topics that I’m going to be talking to customers about later.’ So that’s perfect. And then finally, on the customer side, really wanting to make sure that customers knew about it, that they could participate in it by joining as guests.

And that if they were guests, that they had that VIP experience. So I was really focused on making sure that customers who appeared just felt like, even though this was the Salesforce Marketing podcast, and I knew I’m the wizard of Oz behind the curtains pulling all of the levers and it’s just me, but making it feel like a very first-rate experience for them.”

Listen to the full episode here.

Stephanie Cox - VP, Sales and Marketing, at Lumavate

Stephanie Cox is the VP of Sales and Marketing at Lumavate. She’s responsible for helping the company wring out its podcast episodes. So she knows a great deal about getting the most value from each podcast the brand publishes.

Here’s a look at what she loves about podcasting:

“One of the things that I love most about podcasting, and I have a different take on it than some marketers, I know that, so some people really do focus on podcasting as a lead gen tool where they’re trying to drive leads from it or they try and get guests on the show that they want to sell to, and that is definitely one approach.

We just think about it differently here. I have no lead metrics tied to the podcast, that’s not what our goal is. Our goal is really around, we want to be seen as experts in the space of digital marketing. We want to bring a unique perspective, and we want to really be one of the places that you would turn to for great content. And it starts with the podcast, but really goes across everything that Michelle does from a content marketing perspective.”

Listen to the full episode here.

Hosting a B2B podcast can yield all sorts of great benefits for your brand. But it works best if you’re wringing out each episode into different forms of content. At Casted, you can use our platform to attribute each content piece to traffic and conversions. So if you’re looking to make the most of each podcast, request a demo with us today!