Latest / Success Story with Scott Clary / Lessons - Why Everyone Should Have a Podcast | Lindsay Tjepkema - Founder and CEO of Casted

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Lessons - Why Everyone Should Have a Podcast | Lindsay Tjepkema - Founder and CEO of Casted · Success Story with Scott Clary

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  In this episode, we dive into the power of Authenticity and B2B podcasting.
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  We'll explore why genuine brand connections matter,
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  how to effectively measure podcast success beyond just download numbers
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  and practical tips on using podcast content to drive engagement
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  and support your marketing strategy.
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  You'll also learn how to leverage podcasts
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  to build stronger relationships and enhance your brand's impact.
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  Where your head was at when you decided to even attempt
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  to bring a podcast into the B2B space,
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  because now it seems a little bit more commonplace,
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  but you still see people that say,
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  well, how do we measure it?
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  Is it worth the time, the hours invested?
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  Why did you think to do this?
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  Why did you think that Authenticity was important in B2B marketing
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  and podcasting was the way to capture that?
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  Well, Authenticity has always been the way forward.
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  The companies that are more authentic with their brands
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  are the ones that when the loyal audience is,
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  right? It's always been that way.
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  Tim Copp, legendary CMO, is on CEO of Terminus,
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  said, I think he was the first one I would say it anyway.
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  You know, B2B, B2C, it's all HD, just all human to human, right?
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  And so before podcasts and before video content was being used
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  the way that it is now, still, I mean, even in written content
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  and the way that we were doing our onesits,
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  that brands are embracing social media,
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  those that were more authentic and less robotic, wind, right?
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  Those are the ones that we like to consume the content from.
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  And so specifically, how did podcasts come to play for me
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  and into my strategy?
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  I was a consumer of podcast content.
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  I became the proud owner of a commute back in 2014, 2015.
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  A lot of the commute that I had had in a while,
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  where I was driving and I just kind of woke up
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  to the idea of podcasts.
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  Like instead of just a three, I'm milson's and podcasts.
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  And for me, I really enjoyed, you know,
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  and the business as well as about marketing and leadership
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  and got a lot out of those.
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  And I found that I would have this 45 minute commute
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  or Park McCaroid walking the office.
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  And then I would take some notes down
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  and I would start to apply those things that I just learned.
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  I would be like, okay, I'm going to use this with my team today
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  or here's this cool idea that I'm going to talk to
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  my head of demand, Jen, about see if we can work
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  then in the strategy.
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  And so be somebody who had really, really benefited
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  from podcasts for a while.
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  I was like, this is something that we should do.
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  Our audience would really benefit from this.
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  And like I said, we had been having conversations already.
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  We were just recording them on our phones
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  or just taking notes with internal and external thought leaders.
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  It was like, this is a no brainer.
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  Why don't we capture these conversations
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  in a slightly more sophisticated way
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  and share them directly with our audience
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  and then also see how else we can use them.
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  And a follow up to that, because I actually think
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  this is, as I researched past it,
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  I think this is actually the problem you're solving for.
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  But what would you say to marketing leaders
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  who are saying, well, how do we measure it?
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  How do we show the impact on revenue
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  on our funnel and our lead?
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  So what's your point to that?
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  Been there.
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  Yeah.
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  So in doing that, once we get rolling with our podcast,
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  then we were doing some video work too.
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  And I was lucky enough that our CEO.
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  So I rolled up to the CMO, but even our CEO
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  would come and talk to me like, this is so great.
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  I love that you're doing this.
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  He was a big fan and he would listen every week.
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  So I had his buy-in as a fan.
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  But then as the CEO, he was like, what's it doing for the business?
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  Like, I can't, you know, anticipating that I was going to say,
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  well, it drove this lead me, brought in this customer.
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  And I was like, I don't know, brand awareness.
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  And hey, we achieved $10,000 downloads.
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  And he was like, yeah, what does that mean?
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  I was like, I don't know.
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  And so that was really frustrating to me.
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  So as we set out to build casted,
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  that's something that's been really important from day one
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  and that we've been working on all along, saying, okay,
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  really all of the tools, tools and point solutions
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  and little one-off things here and there
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  that exist around podcasting today
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  are made for podcast first.
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  Somebody who is creating a show to build an audience
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  that they can quantify and monetize by selling ads.
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  That's great. There's nothing wrong with that.
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  But that's not why a B2B and enterprise marketing team
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  would do a show.
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  They, you know, sales force, I'm assuming, they're a customer of ours,
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  but I'm assuming that they're not doing a podcast to make more money.
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  That's that's not a need that they have.
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  They need to, they want to engage their audience
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  and be seen as the thought leaders in the space
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  and to generate raving fans and build out nice funnels, right?
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  So you can't measure that with number of downloads.
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  They just, the two don't, they don't line up.
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  So really what you need to be looking at is engagement,
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  just like you do with the rest of your content.
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  How are people consuming your podcast and audio content
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  and all related content that comes out of that?
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  How are they consuming it?
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  How are they engaging with it?
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  Is your audience growing over time?
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  Are people coming back?
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  What are people doing after they listen?
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  What parts of the conversations that you're sharing?
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  Are they listening to?
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  Are they going on and engaging with some of your additional content?
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  Are they requesting a demo down the line?
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  Probably not as a direct result of listening to that one,
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  that one episode,
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  but like, are they starting to build a relationship?
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  And so as we were building casted,
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  we said, how can we start to track that?
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  How can we show the market or what breadcrumbs are being dropped
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  by people in their audience as they start to raise their hand?
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  How can we, how can we bridge the gap between sales and marketing?
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  It's something that you know a lot about.
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  How can we not create content?
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  How can we help marketers go beyond creating content for content
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  sake or being viewed as creating content for content sake
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  to say, no, the content that we're creating
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  is not only building our audience and engineering engagement,
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  but it's also impacting revenue, influencing pipeline.
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  Hey, salespeople, when you use this content,
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  when you use this clip, it will help your conversation in this way.
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  And so that's the information that we try to pass back in the platform.
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  And then by integrating with CRM,
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  we also like append the information already there
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  that salespeople are adding to those customer contacts
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  and the timelines and the information you have about your contacts
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  by saying, hey, these people are also engaging with the content in this way.
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  Might be a good opportunity to reach out
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  or might be a good opportunity to see
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  how that's impacting those relationships over time.
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  And that's what casted is doing.
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  And I don't, you know, correct me if I'm wrong,
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  but I don't think that anything like this
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  focused on be-to-be podcasting exists.
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  You forecast it.
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  Yeah, we started before we got started.
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  That's why I'm creative a bit, is I either looked.
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  I tried to find it and then said, okay, yes, we're going to have to go build it.
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  So that's an entrepreneurial lesson,
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  in and of itself, right?
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  Like you're solving that need that you found in your own industry and your own life.
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  Okay, so for businesses who say, okay,
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  it makes sense to have a podcast if I have the bandwidth to do it.
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  What businesses would you say should start down this path?
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  Is there a certain revenue threshold that you should be probably, you know,
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  we're 10 million ARR or annual current revenue?
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  Like are we 15 million?
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  Or is something you just start right away as a founder CEO?
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  Yeah, and I'll zoom out from that a little bit to answer your question.
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  So the short answer is, I think everybody should be doing it.
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  Because if you are doing what'll go doing content, right?
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  Most companies are, there's a very, very small, small number of companies that might not really
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  be focused on content for one reason or another, especially speaking of B2B, right?
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  But if you are, if you are at all concerned about or prioritizing thought leadership
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  and content marketing at all, having a podcast and a show, having audio and video content
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  is a really, really great place to start.
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  And yes, there are some companies that can and do or could or should do really,
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  really high end, high production, high cost, wired bandwidth content.
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  And then there's others that are finding scrapier ways to do it.
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  And what matters most is that you're putting your audience first, right?
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  And that you're saying, how can we really serve them?
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  And again, that starts with the conversation with somebody that they're going to want to hear
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  from that has insights and expertise and perspectives that are going to be interesting
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  to the audience. So when you know your audience, go find people that are going to be great resources
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  to them and great speakers to them and talk to them. I'm good conversation and then share it.
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  And so what I would also say is that if you're thinking about, hey, should we do a podcast?
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  It's its own standalone thing. You're kind of thinking about it the wrong way.
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  And a lot of people are in the events the way that a lot of people are seeing it today.
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  The ones that are really succeeding, though, and what I really advocate for is looking at it,
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  not as just doing a podcast over here on the side, but having conversations,
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  putting those at the very center of your entire marketing strategy and saying, okay,
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  I'm going to go ask some conversations. I'm going to create some audio and or video content
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  around that. And then from there, I'm going to pull all the other stuff that I'm
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  going to do. I'm going to pull blog posts out of that. I'm going to take some of those unique
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  insights from people that I've talked to and turn those insights into a really engaging blog post.
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  And some really cool interesting posts for social media. I'm going to get it to the hands of my
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  sales team so that they can use the clips and clips and insights and fun anecdotes and metrics
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  that are shared on my show so that they can have better conversations and move things on
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  the process faster. So when you look at it, not as one more thing to do, but like pulling
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  something into the center and making everything much more efficient, it really works for even being
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  an team that's already doing content hemp retool their approach.
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  And I'll ask you something else because you probably come up with this or you probably had to
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  deal with this with working with different founders as well as larger organizations.
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  Does it make more sense for the podcast to be positioned as something from an executive
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  or a founder or from the brand? Gosh, I think really it's, you know, and I think then there's also,
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  I don't see, there's, I know it's not, it's not an easy answer, but I just, you know, I see like,
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  I see both, I see both sides and I'm just not sure which one works better for a B to B context.
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  Yeah, I mean, I think, I think something that comes that's very clear that it's from the brand,
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  right? Now you can leverage the personal brand of the host, the individuals that
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  face and the voice of the show, but when it's really clear that this is, it's like your blog,
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  right? I mean, does it make more sense to have a blog that's, you know, Scott's blog or that
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  really represents the brand? I mean, if you want it to come back to the brand, you want people to
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  identify with the company and the product sources that you provide, that just makes sense to make
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  sure that it's closely related. And it's not always necessarily about an executive, like sometimes
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  when we've seen, we've seen this absolutely that it's a marketing manager or it's an engineer or
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  it's salesperson. One of our companies left their podcast started when two salespeople, two
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  kind executives said he, we think this would be really helpful to help with our sales processes
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  because we work with you. Can we, can we work together on this? And it's, they worked out really well.
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  Yeah, yeah, no, I've seen, I've seen both and I didn't know that example, but I've seen some
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  brands do, but then I see, I look at, for example, the opposite side where you, you have all these
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  brands, then you have like a Neil Patel type podcast where it's, he drives leads for his own
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  business, but it's like mostly, mostly him, but I guess you're right, it does, it does depend on,
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  on, you know, a lot of circumstances. Okay, you're starting a B2B podcast. What would be your
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  checklist of, you mentioned this a few times, like you want to interview people that are having
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  relevant discussions that could be tailored towards your target audience, but just like some
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  things to think about when you're launching a podcast, some somebody who has done probably,
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  quite a few with them. And then follow up, I don't like doing two bests at once, but I'll,
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  I'll let you know where I want to go. So I want people to listen to this. I want them to understand
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  how to start a podcast if they haven't started it yet, but then I also want people who have a
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  podcast where it's not successful in a B2B space or even otherwise, how they can grow a podcast
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  after they've made sure that they have like those, those benchmarks or those, you know,
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  those core components. For sure. I think it's really easy. And this is, this isn't any strategy.
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  This isn't any marketing campaign. This isn't any content. It's, it's easy to overlook some
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  of the fundamentals, right? So anywhere you're starting out or you're taking your kind of zooming
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  out from a show you already have or looking at another show. Remember to check every once in a
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  while, who are you doing it for? Who is your audience? Is it all marketers in the whole entire
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  world? That seems like a pretty large audience, but okay, maybe, or is it, is it some subset?
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  Is it, you know, content marketers at high growth B2B SaaS companies? Like that's very different
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  than all marketers in the entire planet. So be really, make sure it's really front of mind,
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  like who you're doing it for because that and then why you're doing it, right? So are you
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  jumping leads? Are you jumping in? Brand awareness? Are you trying to raise the profile of one of
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  your executives in your company for one reason or another? Are you trying to raise funds?
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  Knowing who it's for and why you're doing it. That, that paves the path for everything else.
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  That gets into who are you going to have on the show? Not hard, typically, to find people who
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  want to be on the show, right? Anyone. I mean, anyone could start podcasts today and get 15 guests
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  tomorrow. Now, would they be the right guests for your audience? Probably not.
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  They'd be all over the place. You have an author, you'd have a, you know, small business owner,
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  you'd have, you know, an investor, you know, you'd have all kinds of people. It gets a little bit
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  harder. We're challenging when you know really who it's for and how you're doing it to really
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  narrow in. Okay, then therefore, who we're going to have the show, what are we going to talk about?
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  Then you get into show format. So is the show format designed to appeal to who it's for? You know,
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  executives, just stereotypically speaking, and this is where you want to do some check-ins and see
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  how things are going, but executives probably have less time to listen to a really long show.
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  So I want to keep it shorter and sweeter, whereas somebody who's a developer, perhaps,
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  and being very stereotypical, but like maybe the type of show that you're doing is for someone
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  who's going to be listening while they're working, therefore, wants to go deeper and listen longer,
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  right? So there is no one-size-fits-all format. There is no, you know, one-size-fits-all approach.
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  You really, really need to get in and understand for you're doing the show for why you're doing it
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  and therefore it's healing the rest of it around it. That makes sense. The advice. Now, if you're trying
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  to grow a show, like you said, you want raving fans, but I'm assuming a lot of businesses,
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  when they launch a show, they're just pushing it out against their existing customer,
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  you know, their customer base. How do you purposefully grow a show so that it can add
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  more customers and not just give the existing customers more content?
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  Sure. So, yeah, then all those into why you're doing it, right? So that's something that you want
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  to, you're trying to grow your audience. So this was really important to start with the conversation
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  and ring it out. The whole amplified marketing person I'm talking about. So if you,
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  if you and I just have this conversation, you're turned into a show and just put it on a shelf
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  and that's it, some people would see it, some people would listen to it and tune in, but if you
• 15:48
  pull clips from that and you use that on social media, then you have your, and there truly are
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  rich. It's not just like, hey, listen to our show, but like you're pulling out clips that are
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  really engaging and you're using audio, you're going to see your healing to like the visual
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  senses of people as they're scrolling through social media, then you're going to attract more
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  from your social network and those people social networks and those people social networks
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  to come in and listen to your content. And then when they're there, give them more to dig into,
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  right? So give them ways to listen and consume it without having to sit to the whole thing,
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  give them clips to listen to, give them ways to share. Also, you know, leverage your blog and as
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  you're publishing your blog, if you have clips embedded in the blog, then people are going to come
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  from that and as you're sharing your blog, then you're also inadvertently sharing your podcast.
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  So you can see how this all connects and it all works together where when you share one thing
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  with one network or one audience, it kind of opens up an entire sphere of more. Also, as you bring
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  people on to your show, if you're bringing people that really are going to be valuable, they can be
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  internal and external, when you have experts, like go talk to an expert that doesn't have to be
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  somebody who wrote the bestselling book, you know, it could be you're an engineer in on your team,
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  it can be an intern, depending on what your, who your audience is and why you're doing the show,
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  somebody who could be interesting to your audience could be, could be anyone.
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  And when you bring them in and you make it really, really easy for them to share the show and
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  to share clips of the show and make it super easy, then you're in it obviously to tap into their
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  network as well. Thanks for tuning in. If you found this valuable, don't forget to hit that
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  subscribe button so you never miss an episode. And if you want to dive deeper into this conversation,
• 17:30
  check out the links in the description to watch the full episode. See you in the next one.