Download the free B2B Podcast Client Engine blueprint here (it'll pop-up within 7 seconds ;): https://ghapodcast.com/

Want us to launch your podcast for brand + clients? Apply here: https://calendly.com/guillaume-jouv/podcast-strategy-call-yt?month=2026-01

Follow me on LinkedIn: https://www.linkedin.com/in/guillaume-jouvencel/

In this video, I break down the exact framework we use to build a B2B brand and acquire clients with a podcast, without chasing random views.

Timestamps:

Intro + proof (107 podcasts) – 0:00

Brand Building (what “brand” means in B2B) – 0:45

ICP clarity (stop chasing vanity metrics) – 1:28

ICP example (how specific you need to get) – 2:00

Irresistible positioning (identity, format, guests) – 2:55

Content strategy (what your market is searching right now) – 3:25

Guest mix for authority + trust + growth – 3:45

3 ways to market a podcast (organic, paid, guests) – 6:00

Organic content machine from 1 recording – 6:20

Paid distribution (without vanity metrics) – 7:05

Client acquisition overview (3 ways) – 8:00

Audience to leads (lead magnet + funnel + CTAs) – 8:10

Guests to clients (5 to 15% conversion) – 9:35

Referrals from guests (the hidden engine) – 11:40

Bonus (become the media, boost all channels) – 12:45

Wrap up – 13:55

If you are new to my channel, my name is Guillaume Jouvencel and I'm the co-founder of GHA Marketing. I've launched and grown 107 B2B podcasts in the last 2.5 years, and I personally own two top 10% podcasts globally.

I believe in proof, not promises. See all our B2B clients testimonials here: https://ghapodcast.com/testimonials/

To the builders in the arena, build the brand first, then let the clients chase you.

Never quit,

Guillaume

DISCLOSURE

Information shared here is for educational purposes only. Results are not guaranteed and will vary based on effort, market, offer, and execution.

Copyright © 2026.

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Adele and Chip run Convincing Company, a firm uniquely positioned at the intersection of crisis management, FBI negotiation tactics, and high-stakes communication training. Adele previously ran a Top 10 PR firm in Washington, DC, represented Fortune 100 companies, and was described by the Wall Street Journal as “the expert to call in a pinch.” Chip spent 20+ years as an FBI Special Agent and Hostage Negotiator, leading crisis negotiation teams across New York City and handling high-profile cases, including investigations tied to 9/11.

Together, they bring a rare dual perspective: the precision of federal negotiation protocols and the strategic clarity of world-class crisis communications.

Their clients include Facebook, Samsung, Johnson & Johnson, Verizon, Goldman Sachs, and leading technology startups. They also teach at institutions such as Princeton, Cornell, Columbia, and West Point. For consulting firm owners, their insights are directly applicable: how to read a room in seconds, how to calm tense conversations, how to message clearly when stakes are high, and how to build a reputation strong enough that clients come to you before they make a mistake, not after. This episode breaks down the communication, persuasion, and emotional mastery skills every consultant needs to operate at the next level.

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Proposed Interview Structure:

1. You come from two completely different worlds, How did these paths converge, and what made you realize your combined skill set could solve a major communication gap for executives and organizations?

2. When companies reach out to you today, what are they actually struggling with? And why does solving this matter to both of you?

3. Who are the ideal clients you work with now, and who inside those organizations usually decides to bring you in?

4. How do most clients find you today? What’s been the most reliable way for you to generate consulting engagements intentionally, not just through word of mouth, but through things you’ve built deliberately? Sub Question: From your perspective, how effective are podcasts as a marketing tool for consultants and communication experts? Do they genuinely help create deal flow and authority, or do they play a different role in your strategy?

5. Your work isn’t transactional, organizations don’t casually hire a crisis team or negotiation specialists. Walk us through your sales process. From that first call to earning trust, how do you guide decision makers through a high-stakes buying journey and ultimately ‘bring it home’?

6. Once a client starts working with you, how do you keep them coming back, whether for crisis work, advisory, or training? What do you each do to maintain trust, deepen relationships, and stay involved even when things are calm?

7. Even with your combined experience, where do you find yourselves most stuck right now, if at all?

8. Looking ahead, where do you both see the biggest opportunities in crisis communication and high-stakes negotiation? And how do you aim to grab those opportunities?

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Know more about Adele Gambardella & Chip Massey

Website Link: https://convincingcompany.com/

Connect with guests on LinkedIn

Adele Gambardella: https://www.linkedin.com/in/adelegambardella/

Chip Massey: https://www.linkedin.com/in/chip-massey-23787b106/

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Sheliza has spent nearly two decades at the intersection of education, equity, and leadership development. At Curated Leadership, she helps organizations move past performative DEI into practices that actively improve culture, engagement, and trust.

Her methodology combines organizational assessment, customized training, and embodied learning to help teams develop empathy in action, not just theory. She brings a grounded view of what it really takes to shift workplace culture: structured leadership development, healthy communication habits, and clarity around expectations.

Her work shows leaders how to reduce burnout, strengthen belonging, and create conditions where people can contribute at their full potential. For consultants, Sheliza offers a valuable window into how to design meaningful client experiences, navigate complex relational dynamics, and anchor long-term transformation in practices leaders can sustain.

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Proposed Interview Structure:

1. What first led you into equity, inclusion, and culture work, and how did that eventually evolve into launching Curated Leadership?

2. When organizations come to you today, what’s the core challenge they’re actually struggling with beneath the surface?

3. Who are the clients you serve most effectively, and within those organizations, who typically initiates or sponsors this work with you?

4. How do most clients find you today? What has worked best to attract organizations that are serious about building inclusive workplaces?

5. DEI and culture work can be sensitive, and sales cycles can stretch. How do you guide a team from interest to genuine commitment?

6. Once you begin working with a client, what do you personally focus on to ensure strong results, long-term relationships, and client retention?

7. As you grow Curated Leadership, where do you find yourself most challenged or stuck right now, if at all?

8. Looking ahead, where do you see the biggest opportunities for your work, especially as organizations rethink leadership, culture, and inclusion?

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Know more about Sheliza Jamal

Website Link: https://www.curatedleadership.com/

Connect with Sheliza Jamal

LinkedIn link: https://www.linkedin.com/in/shelizajamal/?originalSubdomain=ca

Email: [email protected]

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Maggie works with service-based business owners who want to scale without compromising their health, family, or standards. Her coaching centers on operational excellence, leadership maturity, and building businesses that can function, and grow, without the founder doing everything.

Before launching Stairway to Leadership, Maggie spent 15+ years running service operations, including scaling a technical team from 80 to 450+ people. That operational foundation shapes her coaching today: practical systems, empowered teams, and processes that actually work in the real world.

Her DREAM-PLAN-DO framework is used by 6-7 figure founders who want consistent delivery, stronger margins, and a business that becomes a real asset, not just a demanding job. For consulting leaders, her approach offers a clear path to structure, scale, and long-term value creation.

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Proposed Interview Structure:

1. What originally motivated you to leave corporate operations and move into coaching full-time? Was there a moment when you knew this was the work you wanted to do?

2. You focus on helping owners build businesses that are both scalable and sellable. What core problem do you see most service-based founders struggling with that prevents that?

3. Who do you work best with today, industry, size, or stage? And within those businesses, who’s usually the true decision-maker for bringing you in?

4. You’ve built a strong presence through your podcast, content, and media features. What have you found most effective for attracting new clients?

5. Selling strategic transformation often requires long sales cycles. How do you typically guide a prospect from the first conversation to a clear “yes”?

6. Once a consultant becomes a client, what’s your approach to keeping them engaged, delivering consistent wins, and building long-term relationships so they stay and continue growing with you?

7. In your own coaching business, where do you find yourself most challenged right now, whether in scaling, systems, or client acquisition (if at all)?

8. Looking ahead, Where do you see the biggest opportunities for your own business over the next few years?

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Know more about Maggie Perotin

Website Link: https://www.stairwaytoleadership.com/

Connect with Maggie Perotin on LinkedIn

LinkedIn link: https://www.linkedin.com/in/maggie-perotin-business-and-leadership-coach/?originalSubdomain=ca

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Mike brings a rare combination of C-suite experience, investment banking knowledge, and hands-on leadership coaching. Across start-ups and Fortune 1000 organizations, he has led seven successful turnarounds and built teams capable of scaling sustainably.

Today, he runs a thriving executive coaching practice and leads Alethia Strategic Business Solutions, supporting founders and executives through leadership development, capital planning, and organizational strategy. He also manages multiple venture funds in beverage, CPG, real estate tech, and health tech. Consultants will appreciate his clarity on what actually drives performance: people, structures, incentives, and the internal motivations that sustain long-term success.

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Proposed Interview Structure:

1. What originally pulled you into the world of entrepreneurship and consulting, and when did you realize leadership development would become the core of your work?

2. You’ve led seven turnarounds and grown companies from zero to over a billion dollars. What core problem do you solve for founders and executives today, and why does it matter so much to you?

3. Who are your ideal clients now, founders, corporate executives, business owners, and who are the real decision-makers in the engagements you take on?

4. You’ve built a practice with a strong reputation. How do clients typically find you, and what has consistently worked to attract high-quality engagements?

5. High-stakes advisory and executive coaching often involve long decision cycles. What’s your approach to moving a client from initial interest to a clear yes?

6. Once someone becomes a client, how do you ensure they stay, renew, and maintain a long-term relationship with you? What do you deliberately do to keep clients coming back?

7. You’ve operated at the highest levels for decades. Where, if anywhere, do you find yourself most stuck right now as a coach or advisor?

8. Looking ahead, where do you see yourself focusing most as a coach and investor over the next few years? What opportunities do you feel most pulled toward personally?

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Know more about Mike Warren

Website Link: https://asbizsolutions.com/

Connect with Mike Warren on LinkedIn

LinkedIn link: https://www.linkedin.com/in/mikewarrenalethiasbs/

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Alex Jackson is the founder and Business Transformation Consultant at Experience Innovation Consulting, based in Calgary. He works with mid-market and enterprise clients, entertainment venues, luxury brands, Indigenous Nations, and nonprofits to architect and implement AI-enabled, human-centred change. His work sits at the intersection of business architecture, digital transformation, and change management. Over the last 15+ years, Alex has led customer and employee experience transformations, data-driven marketing programs, SaaS implementations, and process redesigns across regulated environments and complex stakeholder landscapes.

His projects include lifting property occupancy from 79% to over 90%, enabling $8M in funding applications (with $5M secured), unlocking >$1M+ in operational savings for a luxury retail client, and driving double-digit improvements in both lead generation and conversion.

What makes Alex interesting for consulting firm owners is his combination of ethical AI, measurable ROI, and deep change expertise. He doesn’t just plug AI into existing chaos, he redesigns workflows, governance, and adoption so the technology actually sticks. We’ll unpack how he scopes work, prices value, manages risk in regulated industries, and uses AI as a lever for both innovation and operational discipline.

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Proposed Interview Structure:

1. What’s the short version of how you went from emergency services and VR/AR into running Experience Innovation as a transformation consulting business?

2. When a new client asks what you actually do, how do you describe the core business problem you solve with AI and change work?

3. Who are your best-fit clients today, in terms of industry, size, and maturity, and who inside those accounts usually signs your proposals?

4. How do most of your consulting clients find you right now, is it referrals, speaking, LinkedIn content, or previous in-house roles? Sub Question: How do you see podcasts working as a marketing channel for consultants in your space, more for authority, for lead gen, or both?

5. When you’re selling a complex AI or change engagement, what does your sales process look like from first conversation to signed SOW?

6. Once you start working with a client, what do you deliberately do to keep them coming back, and to turn a one-off project into a long-term relationship?

7. As the owner of a transformation consulting practice, where do you personally feel most stuck or constrained right now, if at all?

8. Looking ahead, where do you see the biggest opportunities in blending ethical AI, change management, and measurable ROI the way you do?

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Know more about Alex Jackson

Website Link: https://www.experienceinnovation.consulting/

Connect with Alex Jackson on LinkedIn

LinkedIn link: https://www.linkedin.com/in/alexjackson1000/

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Michael specializes in correcting the “information imbalance” most organizations face when dealing with vendors. While business owners only know what they pay, vendors know what everyone pays, and they use that advantage. Michael bridges that gap using Schooley Mitchell’s proprietary data, category-specific analysts, and a performance-based model where savings are found before fees are charged.

His work spans telecom, merchant services, waste management, shipping, SaaS, and utilities, all the “set it and forget it” expenses companies assume are optimized. On average, clients reduce these essential costs by 28% without changing vendors or disrupting operations. For consultants advising clients on growth, systems, or financial health, Michael’s perspective provides a practical way to unlock profit with minimal additional effort from leadership teams.

Before joining Schooley Mitchell, Michael spent years leading marketing, strategy, operational improvement, and fundraising efforts for organizations across software, industrial distribution, non-profit, and financial services. He brings a calm, analytical approach rooted in measurable outcomes rather than theory.

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Proposed Interview Structure:

1. What originally pulled you into the cost reduction and operational efficiency space? Was there a specific moment when you realized organizations were overspending by this much?

2. You talk about the “information imbalance” between companies and vendors. What core problem are you solving, and why does it matter so much to you?

3. Who are your ideal clients today, and within those organizations, who are the decision-makers that truly feel the pain you solve?

4. How do clients typically find you, and what have you found most effective for generating new business that other consultants can learn from? Sub Question: A lot of consultants wonder about podcasting. In your view, is podcasting a strong marketing channel for consulting and advisory work, especially in your industry?

5. Consulting often has long sales cycles, and cost reduction can involve procurement, legal, and finance. How do you usually bring a deal across the line?

6. Once a client signs on with you, how do you retain them over time? What does your process look like to keep delivering savings, keep the relationship warm, and make sure they keep coming back to you as a trusted partner?

7. Where do you find yourself most stuck right now as a cost reduction and exit-readiness consultant (if at all)? Is it capacity, positioning, educating the market, or something else?

8. Looking ahead, where do you see the biggest opportunities in cost optimization and operational efficiency over the next few years?

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Know more about Michael Neil

Website Link: https://www.schooleymitchell.com/

Connect with Michael Neil on LinkedIn

LinkedIn link: https://www.linkedin.com/in/mjneil/

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Roderick (Roddy) Cameron is Managing Director at Westcliff Strategic Consultants, where he advises owner/founders of B2B service businesses, typically 12–175 staff and £3m–£14m turnover, on how to build high-value, management-driven companies.

He brings a rare mix of law, investor communications, fund-management style methodology, and hands-on CXO experience into one clear focus: equity value. Using his Equity Value Accelerator™ framework, Roddy has helped leadership teams double EBITDA within 18 months, shift from daily firefighting to systematised, growth-focused operations, and secure multi-million pound investments or high-multiple exits.

His work is about making the “maths of the business” explicit, revenue model, team shape, efficiency ratios, and client loyalty, then aligning brand, people, and risk systems around that. For consulting firm and agency owners, his perspective is particularly relevant: he understands what investors look for, how mid-tier professional services firms actually create value, and what has to change operationally if you want real options on the table, whether that’s scale, succession, or sale.

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Proposed Interview Structure:

1. What got you into this very specific world of helping owner/founders build equity value, and how did you move from law and communications into strategic consulting for B2B services?

2. When a founder of a £2m-£14m revenue firm first comes to you, what are the typical “symptoms” you see, and underneath those, what is the real problem you’re solving for them?

3. Who do you consider your ideal client today, in terms of sector, size, and leadership profile, and within those organisations, who are the real decision makers around bringing you in?

4. How do these owners typically find you today, what has actually worked to bring the right consulting clients to Westcliff, and what hasn’t, that other consultants could learn from? Sub Question: From your perspective, where does a podcast fit into the marketing mix for consulting and coaching firms in this space, is it a serious business development asset, or more of a brand-building tool?

5. Your work often leads to major shifts, doubling EBITDA, preparing for investment, or enabling an exit. When you’re selling that kind of transformation, how do you handle the long sales cycle and get founders confident enough to commit?

6. Once a client is working with you, what do you do to ensure they stay, get results, and keep coming back, what does long-term relationship building look like in your practice?

7. As a consultant and a business coach yourself, where do you find you still get stuck, whether it’s capacity, scaling your own delivery model, client education, or something else (if at all)?

8. Looking ahead, where do you see the biggest opportunities for equity value creation in B2B service firms, and how are you aiming to adapt to make sure you are on the right side of those trends?

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Know more about Roderick Cameron

Website Link: https://www.westcliff.co/

Connect with Roderick Cameron on LinkedIn

LinkedIn link: https://www.linkedin.com/in/roderickcameron/?originalSubdomain=uk

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Julie’s work focuses on leadership clarity, consistent expectations, and the systems teams need to move faster and make fewer avoidable mistakes. She partners with organizations from the inside, translating values into behaviors and helping leaders communicate in a way that people trust. Her approach is deliberately simple: reduce friction, increase alignment, and build leaders who show up with consistency, even when things get hard.

She’s known for creating structures that outlast the retreat, the offsite, and the initial burst of enthusiasm. For consultants, her perspective is highly relevant. Julie’s toolkit shows what it takes to shift culture in environments where stakes are high and tolerance for dysfunction is low. Her lens helps consultants better diagnose the real source of team issues and guide leaders toward actionable, repeatable habits.

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Proposed Interview Structure:

1. What originally led you into leadership and culture consulting, and when did you realize that fractional work was the best model for the kind of impact you wanted to have?

2. What core problems do you solve inside client organizations, and what patterns do you see most often when teams tell you they’re “fine” but aren’t actually executing well?

3. Who are the clients you serve best today, industries, leadership levels, team dynamics, and who inside those organizations typically brings you in?

4. How do most of your engagements start? What has worked best for you in consistently attracting the kinds of clients who value embedded leadership and culture support? Current Acquisition Channels: Content, Speaking engagements.

5. Your work often starts with trust and a clear sense of urgency. What does your sales process look like from first conversation to signed engagement, and what helps leaders decide “yes, we need this now”?

6. Once you're working with a client, what keeps them coming back? How do you structure relationships, communication, and results so your engagements stay long-term and expand over time?

7. Where do you find yourself most stuck right now in your own work, capacity, client expectations, scope, or something else (if at all)?

8. Looking ahead, where do you see the biggest opportunity for leadership and culture work over the next few years, especially in post-merger or PE-backed environments?

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Know more about Julie Holunga

Website Link: https://www.julieholunga.com/

Connect with Julie Holunga on LinkedIn

LinkedIn link: https://www.linkedin.com/in/julieholunga/

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/

Look into the "3 Ways to Generate Leads With Your Podcast" E-book for free here on our website! (https://ghapodcast.com)

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Karen brings a rare combination of operational depth and strategic clarity. She has spent her career inside the UK food and retail ecosystem, working with start-ups, scale-ups, and established players to sharpen commercial strategy and accelerate growth. Her work goes beyond advice, she helps teams make the bold decisions that move the needle.

She’s also a recognised thought leader in the FMCG world. Karen authored two Business Book Awards-shortlisted books, regularly contributes to major publications like Forbes and The Telegraph, and speaks on industry-leading podcasts. Her straight-talking, commercially grounded approach resonates with founders who need both insight and accountability.

Today, alongside running Buyerology and serving in multiple advisory and non-executive roles, she hosts The Friday Accelerator Podcast and continues to mentor leaders on retail strategy, risk, culture, and profitable sales execution. Her perspective is perfect for consulting leaders looking for stronger positioning and sharper client impact.

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Proposed Interview Structure:

1. What originally pulled you into the world of retail, food, and FMCG, and how did that journey evolve into consulting and advisory work?

2. When you work with FMCG founders or leadership teams, what core commercial problem do you help them solve, and why does that matter so much for you?

3. Who do you consider your ideal clients today, and within those organisations, who are the real decision-makers you typically partner with?

4. You’re well known in the industry, books, media features, keynotes. Which channels reliably bring in new consulting clients, and what can consultants learn from what’s worked for you?

5. Commercial consulting often involves long lead cycles and layers of procurement. How do you take a client from first conversation to a signed engagement?

6. Once a client engages you, how do you ensure they keep coming back, what do you consciously do to maintain trust, deliver consistent results, and build long-term advisory relationships?

7. Even with your current advisory and coaching portfolio, where do you find yourself most stuck or challenged right now, if at all?

8. Looking ahead, where do you see the biggest opportunities in your field, the areas where you feel your expertise will be most in demand over the next few years?

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Know more about Karen Green

Website Link: https://buyerology.co.uk/

Connect with Karen Green on LinkedIn

LinkedIn link: https://www.linkedin.com/in/thekarengreen

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/