How B2B Podcasts Grow Up: 3 Lessons from Launching Hit Shows at Salesforce & HubSpot
75% of podcasts don’t get past their eighth episode. Why? Podfade.
They didn’t plan correctly. They didn’t align on goals and success metrics.
In this first episode of the Maturity Curve Series, we sat down with podcast legends Megan Hostetler (Collins) , Tina Rozul , Conor Wiegmann , Heike Young , Meghan Keaney Anderson , and Sam Balter
They revealed the 3 keys to launching your show to raucous support.
1. Be intentional — Align on goals & KPIs
Logistics are critical. They’re the foundation of your podcast’s strategy. Make sure you’re clear on roles and responsibilities before doing anything else.
Next is aligning your team on goals and success metrics for the show. Are you aiming for more …
If your team isn’t in agreement on these key tenets, you won’t have a show much longer after you press record.
Commitment is critical. Want to survive past the eighth episode and thrive into eternity? You need to be in love with your subject and audience.
2. Learn from others — Steal best practices from those ahead of you
There are so many great podcasts that already exist. You know! You’re likely a big fan of a few of them.
This is to say – You don’t need to reinvent the wheel to launch a new show. Take notes from your favorite shows.
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Then, treat your podcast like an experiment. A lab for your marketing department. A testing ground for new strategies. Learn from other podcasts and bring those lessons to your show. And document your own learnings as well.
Learn from your mistakes and failures as you go. Ask your listeners frequently what they enjoy about the show and what they’d add if they had control over it for a day.
3. Target the right audience — Define your audience & stick to it
Have an audience in mind already? Great.
If not, find out who you want to make your podcast for.
Your show should have your listeners’ goals in mind at all times. How can you give them what they want?
Sam Balter, the former Senior Marketing Manager of Podcasts at HubSpot, is the king of podcast strategy when it comes to multiple audiences. They launched several shows meant for very different audiences – one for marketers, one for CEOs, and so on.
Once you define your audience, stick with it.
Thanks again to Megan Hostetler (Collins) , Tina Rozul , Conor Wiegmann , Heike Young , Meghan Keaney Anderson , and Sam Balter for sharing their expertise on Stage 1 of the B2B Podcast Maturity Curve.
Listen to the full episode featuring their conversations here. And stay tuned for the next episode what to do on Day 1 of your podcast.