B2B Marketing with Dave Gerhardt

#111: Content | Podcasting Strategy for B2B - Do podcasts work? How do you measure ROI? (with Ian Faison, CEO of Caspian Studios)

Jan 8, 2024

53:40

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Episode guests

Ian Faison

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Fiction storytelling and the inclusion of A-list celebrities can greatly enhance the impact and reach of B2B podcasts, leading to increased ROI and audience engagement.

Leveraging popular genres like true crime and mystery in B2B podcasts can attract a wide audience, generate conversations, and expand brand exposure, ultimately driving business opportunities.

Integrating fiction podcasts into B2B marketing strategies, through methods such as sales processes and ad placements, can effectively generate leads, amplify brand visibility, and foster deeper engagement.

Deep dives

Creating Engaging Fiction Podcasts for B2B Companies

Caspian Studios, led by CEO Ian Faisal, is pushing into the world of fiction podcasts for B2B companies. By combining the popularity of true crime, mysteries, and comedy genres, Caspian Studios is creating engaging and entertaining storytelling content for B2B marketers. The company partners with companies like Jim Pass to underwrite the costs of these projects and integrate them into their marketing strategies. The success of their podcast series "Murder in HR" showcases how B2B companies can leverage the power of storytelling and entertainment to connect with their audience and drive pipeline acceleration.

Introduction

2min

Podcasting as a Tool for Generating Leads and Driving Revenue

21min

Preparation Process, Rapport Building, and PR Trust in Podcasting

3min

The Importance of Host Coaching and Asking the Right Questions

8min

Engaging with Listeners and Using Fiction Storytelling in Podcasts

9min

Measuring ROI and Creating Connections

4min

The Power of Murder Mystery Content and the Importance of Storytelling in B2B Marketing

2min

AI Shows, Murder and HR, and the Value of B2B Podcasts

3min

Ian Faison is Founder and CEO at Caspian Studios. Caspian Studios manages 60+ podcasts and video series in a variety of industries and Ian hosts Remarkable, Demand Gen Visionaries, Often Imitated, CIO Classified, and Rise of RevOps. He's an Oakland native, former Army Captain, and West Point graduate and Co-founder of Mission.org and co-founder of VETCON.

Ian joins Dave to talk about podcasting for B2B. Can it work? How do you think about ROI?

Ian also shares some of the behind the scenes from a recent show they created called Murder in HR - a narrative fiction podcast they created for the B2B SaaS brand Gympass - which reached #1 on the fictions charts in Apple podcasts and has over 1M listeners to date.

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***

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***

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B2B Marketing with Dave Gerhardt

#111: Content | Podcasting Strategy for B2B - Do podcasts work? How do you measure ROI? (with Ian Faison, CEO of Caspian Studios)

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Creating Engaging Fiction Podcasts for B2B Companies

The Power of Celebrities and Fiction in Podcasting

Capitalizing on the Popularity of True Crime and Mystery Genres

Integrating Fiction Podcasts into Marketing Strategies

Embracing Moonshot Opportunities in B2B Marketing

Remember Everything You Learn from Podcasts