83 - How To Prove The ROI From Your Audio/Video Content (Holly Pels, VP of Marketing at Casted)

I'm SO excited to bring you this episode on the MSM podcast. Many marketers are struggling to prove the ROI/value from their audio/video content but deep down we KNOW it's the good stuff. It's why we became marketers in the first place! The gems dropped throughout this episode are so valuable.

Holly Pels is VP of Marketing at Casted. Prior, Holly was Director of Marketing at Emarsys (Series B SaaS acquired by SAP).

Casted was founded in 2019, already has 58 people, and they've raised Series A ($9.5M). Based out of Indianapolis (IN). Casted is the first Amplified Marketing Platform and the only audio and video podcast solution designed for enterprise marketers. With Casted, marketers can unlock the power of audio and video by getting access to use your most valuable content across every channel, AND prove the ROI of your audio and video content. Customers include PayPal, OpenView, Salesforce, Hubspot, Auth0, ZoomInfo, Drift, and more.

Here's what we hit on:

What in the world is amplified marketing;

Audio and video and being a media powerhouse - that’s table stakes for startup marketing these days. We know it’s important, but it can be 1) hard to do especially as you get bigger and 2) hard to prove the ROI of content like podcasts (downloads vs. how’s it actually impacting sales??) so that you can build in more budget and resources for it. What’s your recommendation for how to get this going and prove ROI;

Why content marketers are undervalued and overworked and what can we do instead;

Content is created for different purposes (e.g. get people engaged, excited, educated) and not necessarily linear to the sale. Still, you can prove the impact;

Who's on Casted's marketing team;

2022 Marketing Plan - budget, channels, content;

How are we building predictable pipeline;

What are your top marketing challenges (HINT: educating people on the new category “Amplified Marketing” takes time and effort);

You went from Director of Marketing to VP, what were those most important things you did that led to a promotion (HINT: making use of what was created before, not necessarily focused on net new);

What are the last 1-2 really good, creative marketing ideas you/your team has come up with (HINT: our new Marketing Therapy show);

Holly's personal/professional goals for 2022.

You can reach Holly on LinkedIn: https://www.linkedin.com/in/hollypels/

Find out more about Casted: www.casted.us

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

Thanks for listening!