It’s not about the show anymore and it’s not just about the brand. The big Stage 5 question? “How is this impacting our business?” 

Now that you have your podcast up and running, it’s time to put it into use for your business. Learn how to apply your podcast into a sales enablement machine, attract and close new deals, and turn content into a valuable intent data capture point—all while strengthening your team along the way.

In this third episode of Stage 5 in the How B2B Podcasts Grow Up series, Tim Glomb from Marigold and Nicole Wood and Meredith Albertson from Zylo share their expertise on using valuable podcast data to amplify your content in order to see revenue results.

Listen in for:

00:55 - 04:08 🤯 Turn your podcast into a sales enablement machine - doing this creates customer loyalty, builds revenue, and can close brand deals.

04:16 - 06:41 📌 Your podcast can become…intent data?! - use snippets of your podcast content to support top of funnel conversations and determine intent to purchase.

08:35 - 10:03 🤝 This is a crucial time to keep your team in the loop! When you use your content to make a business impact, there is going to be a shift in thinking and processes…educate and get your team to buy in!

We can go back to the basic ROI to see how our podcast is doing: leads generated, top of funnel conversations had, relationships with potential customers started… But in order to amplify your impact outside of your company, you need to start on the inside.

Let’s face it, people are busy and not everyone is going to listen to our podcast no matter how much we want them to. So, a good place to start off is directly sharing it with your internal team and, once again, watch them “squeeze the juice” out of your show in ways you didn’t even think of yourself.

In this second episode of Stage 5 in the How B2B Podcasts Grow Up series, Nicole Wood and Meredith Albertson from Zylo explain how focusing on their internal enablement of their shows led to external amplification.

Listen in for: 

02:26 - 03:54 👑 How to kickstart the amplification flywheel? Your internal teams. They are going to be your biggest evangelist if you explain the value of your podcast to them.

04:19 - 06:04 🎙Create more with what you have - take your podcast and create blogs, email newsletters, attend a conference… expand your reach!

06:06 - 09:07 ❣️Don’t lose focus on the most important people of all: your customers. Value their feedback, feature their stories, showcase their excellence.

When you think you’ve hit the peak with your branded podcast and there is no more advancing to do, pause, rewind, and realize that there is actually room for more growth! So how do we get there? 

In this episode, you’ll learn the importance of getting your team on the same page for maximizing efficiency and building passion, utilizing your current resources (AKA ‘squeezing the juice’), and creating content that is resonating with your audience.

Hear from experts Meredith Albertson from Zylo and Tim Glomb from Marigold on how following these guidelines boosted their podcast to new, unimaginable heights.

Listen in for:

01:51 - 03:27 🍋 It’s less about how many resources you have and more about how your current resources are being used - squeeze the juice! 

04:02 - 05:12 💵 This is the stage to get your C-Suite to buy in! It’s incredible the amount of efficiency and passion you’ll see when your team is on the same page. 

07:48 - 10:15 💡 The absolutely foundational truth: Real, driving, measurable results come from content that’s resonating with your audience.

Welcome back to the 5th and final stage of the How B2B Podcasts Grow Up series. 

This is where we take all of our experimenting we did with our podcast in the past and turn it into something bigger and better. If you’re in Stage 5, you’re starting to see real, measurable business impact coming from your show. The dream, right?! Well, in these next few episodes, the dream is a reality for the amazing leaders at Zylo and Cheetah Digital, who are graciously sharing their experiences in growing their shows to Stage 5 glory.. 

A big thank you to my friends, Marigold, Zylo, and their amazing teams for sharing their secret sauce on measuring business value.

You’ve heard plenty of how to when it comes to podcast growth. But not enough how not to.

The third and final episode of the fourth stage of the podcast maturity curve series How B2B Podcasts Grow Up concentrates on what our expert guests would change about how they approached multichannel expansion. What did they do successfully and what mistakes did they make?

Get the inside scoop from Kara Singer of Oak Street Funding, Meg Johnson from OpenView Venture Partners, Jordan Feise of Gong and Rowan Tonkin and Peter Mahoney at Planful. And my insights too!

Listen in for:

01:26 - 03:36 🕚 Everyone wishes they had started repurposing their podcast content sooner. So do it before you have to.

06:39 - 07:57 🧩 There is no one correct way to grow your audience and podcast. Take bits and pieces of successful strategies.

09:52 - 11:36 ⭐ It’s easy to feel spread thin when expanding your show. Always go back to your original goal and ask yourself whether you’re achieving it.

Your audience is wildly diverse. Sure, they have similar goals and most are listening for the same reason.

But they learn in different ways. Meaning you have to meet your network and your network’s network where they are.

The second episode of the fourth stage of the podcast maturity curve series How B2B Podcasts Grow Up focuses on how to treat your marketing strategy like a carousel and how to repurpose your content like the pros.

Learn tactics and tips from Kara Singer of Oak Street Funding, Meg Johnson from OpenView Venture Partners, Jordan Feise of Gong and Rowan Tonkin and Peter Mahoney at Planful how they grew their shows. And my insights too!

Listen in for:

06:51 - 08:50 🎠 Your content strategy is a carousel. Provide different options and onramps for your audience to enjoy the content that resonates with them.

14:04 - 15:08 📈 Growth rarely just happens. Take a calculated approach, don’t reinvent the wheel and learn from others who’ve done it before you.

15:12 - 16:48 🎧 A great goal is to structure a community around your audience and create more fruitful relationships with your guests and listeners.

Before you learn the ins and outs of expanding your show from a single RSS feed to a full-blown content marketing engine and podcast network, get the scoop from those who’ve done it before you.

Learn about the team they built to support their strategy, the vulnerability, and authenticity it requires to truly connect with your audience, and yep, even the mistakes they made in growing their shows.

Hear from these experts Meg Johnson from OpenView Venture Partners, Kara Singer of Oak Street Funding, and Peter Mahoney at Plannuh in the opening episode of the fourth stage of the podcast maturity curve series How B2B Podcasts Grow Up.

Listen in for:

01:46 - 04:24 🤸 Think about growth before you get to this stage in your podcast journey. Keyword: Flexibility.

04:25 - 07:42 💻 The size and resources behind your team don’t have to impact how you leverage your podcast assets. Outsource!

08:33 - 11:17 👩 Position an authentic, vulnerable leader at the front of your podcast to truly connect with your audience.

You’ve launched your podcast. You’ve grown your audience. Yippee! But the mission isn’t over. The goal is to create a sustainable, attributable content marketing engine, right?

That’s where we shift – from a single RSS feed to a full-blown network and amplified marketing strategy. That’s what my podcast expert friends and I talk about in Stage 4 of the How B2B Podcasts Grow Up series.

Join marketing phenoms Jordan Feise of Gong, Meg Johnson from OpenView Venture Partners, Kara Singer of Oak Street Funding and the dynamic duo of Rowan Tonkin and Peter Mahoney at Planful in this series all about expanding your show and reaping all the benefits you’ve dreamed of.

Is it possible to make your podcast more than just a podcast?

The short answer is ‘yes.’

Dive into the last episode in Stage 3 of the How B2B Podcasts Grow Up series with your host and CEO of Casted Lindsay Tjepkema, as she brings on podcasting experts to reveal how to make your show the center of your content universe.

How? Utilize different guests, pay attention to the data, and spread your content across multiple media channels. The experts on this episode tell us how to do it all.

A huge thank you to Molly Chill, Michael Rivo, and James Gilbert for discussing how you have gotten yourself to where you’re at now, and how you’ve reached your successes.

Listen in for:

02:04 - 04:40 ✋ A sure way to stall your show’s growth? A lack of focus on your audience.

04:42 - 06:25 🌟 Solar system your content! Wring the value out of one piece of content & reuse it in new ways.

09:36 - 11:38 💰 Your podcast can (and should!) become a data gold mine for your marketing team - bring on the right guests & mine the customer data.

So your show is up and running, but you are still looking for that extra push for audience and brand growth.

The more your audience grows, the more your brand grows. And, the more your brand grows, the more positive effect it has on every facet of your organization!

In this second episode of Stage 3 in the How B2B Podcasts Grow Up series, Casted CEO Lindsay Tjepkema interviews James Gilbert, Stephanie Cox, Vern Tremble, and Michael Lynn to spill some vital ways to successfully reach your audience for optimal brand growth.

Listen in for:

04:19 - 07:22 💫 Math lesson of the day: Audience growth = Brand growth.

09:57 - 11:11 🎧 One of the biggest missed opportunities for podcasts is the lack of reaching out for feedback.

12:39 - 13:50 🥂 Your podcast shouldn’t feel like a lecture! Have fun, take risks, entertain and educate.