Podcasting Isn’t About Your Audience: It’s About Your Guests.

Author:

Operatix
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Episode

18

Podcasting Isn’t About Your Audience: It’s About Your Guests.

Aurelien Mottier

CEO at Operatix

James Carbary

CEO & Founder of Sweet Fish Media

Podcasting isn’t new in the B2B space.

James Carbary has some unique perspectives on podcast marketing. Until recently, we may have been approaching podcast marketing from the wrong perspective. So we changed our thinking. Now, we’ve collaborated on episodes with our ideal prospects, and we shortened the length of each podcast.

James is the CEO & Founder of Sweet Fish Media, one of the premier podcasting agencies in the B2B space. It’s been featured in TIME, Forbes, Entrepreneur, and Inc. His entire perspective is simple: B2B sales are difficult. Getting to that VP or high-level decision-maker is nearly impossible. Even if you do, they’ve probably been pestered with other B2B sales calls all day long.

James does something different: He helps brands develop ideal podcasts, centered around ideal clients. Then he invites those clients as guests on the show.

Podcasting Works. Because It’s Value 1st, Sales 2nd

James has a hit show on iTunes called the B2B Growth Show. Lookup B2B on any podcast player, and it’ll be at the top or close to it.

Why?

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We do podcasts. But we’re much more passionate about relationship – building.

James Carbary

Because James collaborates with the most compelling guests from all over the B2B industry: from C-suite executives in tech startups, to thought leaders in high-end international currency, to medical device resellers — all have been glad to be a part of the show, and many of the turn into clients.

It’s easy to understand why: James isn’t selling them. He’s leading with value. Typically, B2B companies struggle to connect with decision-makers and clients. The options are pretty rough: cold call, or send an email.

Who wakes up in the morning and says, “I really want to get a cold call today?” Neither does the VP of any company you’re trying to sell to.

So, James started what he calls #contentbasednetworking, and he collaborates with his ideal clients, mainly through podcasting.

1. Podcasting Is Not About Your Audience. It’s About Your Guests

Too many people think of podcasts from an audience growth perspective. When a brand starts a podcast, their thoughts are centered around their audience base potentially turning into clients, and the content is inward focused on the brand itself. Then they wonder why few people listen.

James says they’re missing it.

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Lead with value. Invite a prospect on your podcast show. Set up a genuine relationship.

James Carbary

Podcasting is not all about your audience. It’s not even mostly about your audience. It’s mostly about your guests. That’s where your focus should be.

Instead of creating a podcast around your brand, create it around your ideal client. What topics do they care about? What topics are they interested in? What’s their area of expertise?

Tailor the entire show around them. Then, invite those ideal clients as guests on your show. It’s a game-changer.

Instead of leading with a cold call, a mass email, or an annoying ad, you are leading with value. You are giving your potential client a free PR platform, a chance to tell their story, share their expertise, and talk about their brand. They’ll be happy to hop on.

2. Podcasting = Legitimacy

In the B2B space, decision-makers do plenty of research on your brand and competitors before they make a purchase. If your brand has little to no content, you will be passed up for another company offering a competing product.

Having a professional podcast with industry experts frames your brand as an industry leader. It not only provides you with an excellent opportunity to add value to your audience and your guests, but you become an expert in your space.

3. Podcasts Are Passive Participation

Everyone has a blog — every company, every brand, and every dog-sitter. It’s standard. Here’s the deal: Most people will spend less than 40 seconds on your blog, and many people will spend less than 15. That’s not a lot of exposure.

But podcasts are different.

People listen on their commute. They tune in during their workout. Their morning jogs turn into thought exercises. If you can get in their ears for that commute or workout, you likely capture their passive attention for 15-30 minutes, and if they like your content, you’re now part of their daily routine.

A Final Podcasting Tip (From THE Pro)

James is all about giving to give. True to his philosophy, here’s a freebie he says could change your podcasting game: Keep your podcasts to 12 to 15 action-packed minutes.

“B2B podcast listeners enjoy action-packed, non-fluffy content.” — James Carbary

One of the top questions people ask James is: “How long should my podcast be?” James says 15 minutes is usually plenty for the B2B world. You are shooting for decision-makers, people of action. They don’t want fluff.

Unless You’re Tim Robbins or Jeff Bezos, most people probably don’t care about the coffee you had or how adorable your puppy is. They want tips, expert advice, performance-driven content. So deliver it … in 15 minutes or less.

This post is based on a podcast with James CarbaryTo hear this episode, and many more like it, you can subscribe to The B2B Revenue Acceleration Podcast.

If you don’t use iTunes, you can listen to every episode here.

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About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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