The Casted Podcast

Today’s conversation is with Mark Kilens, the Vice President of Marketing at Drift. Mark focuses on the content and community side of marketing and believes that podcasting is a cornerstone piece of content. Throughout his career in marketing, Mark has looked at podcasting as a storytelling function that can help his business educate its customers through an experience. He talks about using a podcast to unify the story across your content, customer experience, and life cycle. For Mark, it’s important to think about how your podcast fits into your brand’s overall strategy, and use your podcast as a resource for future content. Mark believes podcasting is an amazing learning tool, and the key to creating a successful podcast is passion.

Hear about the power of learning and storytelling in your podcast and how you can build a community around your show in today's conversation.

Key Takeaways:

🧠 3:27-5:18: Using the power of storytelling and learning to create an engaging podcast

💡 6:21-8:01: Thinking about your podcast as a great resource and inspiration for future content

🔥 11:57-13:00: Finding the passion and foundation for your podcast

👨‍👩‍👧‍👦 14:27-16:45: Creating your overall content marketing strategy by starting with your audience

🗣 17:32-19:41: Sharing knowledge, voices, and experiences and building a community through your podcast

🧑‍💻 20:22-22:00: Looking at your podcast as a cornerstone piece of content and an asset for your business

🎙 26:59-28:38: Figuring out what you are trying to do as a business before starting your podcast

Related Resources:

Mark Kilens’ LinkedIn: https://www.linkedin.com/in/markkilens/

Drift Podcasts: https://www.drift.com/insider/podcasts/

Drift’s Flagship Podcast Seeking Wisdom: https://seekingwisdompodcast.drift.com/public/13/Seeking-Wisdom-22c38a4d

Casted Podcast with Drift CMO Tricia Gellman: https://www.casted.us/blog/how-drift-reimagined-events-with-tricia-gellman

Drift Insider Website: https://www.drift.com/insider/

Casted Podcast with Dave Genhart (Creator & Former Host of Drift’s Seeking Wisdom): https://www.casted.us/blog/how-to-stop-making-excuses-and-start-your-podcast-privy-dave-gerhardt

Today’s conversation is with Holly Enneking, the Vice President of Marketing and Alliances at Lev. One of the shows she works on at Lev is the marketing podcast, “In The Clouds.” Throughout her career in marketing, Holly has balanced structure and creativity to create the most opportunity in her work. She believes it is important to approach podcasting with an open mind and be open to collaboration and ideas from anywhere. On the other hand, she also believes that it’s important to provide structure to your show and have a clear perspective of your goals. At Lev, content is the core of her strategy, and she uses it to differentiate Lev from the rest of the market and build the brand’s voice. For Holly, podcasting is an excellent way to meet people where they are and create another touchpoint with your customers.

Hear about how to create freedom within a framework for your podcast and learn how to add structure, consistency, and energy to your show in today's conversation.

Key Takeaways:

🎙 3:14-4:46: Starting a podcast because some employees have stories they want to tell

🧑‍💻 5:13-8:31: Building a content strategy around your creating another touchpoint with your customers

📈 9:14-10:06: Finding collaboration and building trust between the marketing and sales team

⚡10:32-13:33: Adding structure, energy, and consistency to your podcast

🦠 15:04-17:14: Pivoting your show’s strategy in 2020 with COVID-19 and quarantine

🗣 17:14-18:53: Creating your brand’s voice through your podcast and making these digital experiences personal

🧠 21:18-22:00: Approaching your podcast with an open mind and being open to collaboration

🧱22:00-23:08: Providing structure to your show and having a clear perspective of what you want to do

Related Resources:

In The Clouds Podcast | Marketing in a Pandemic: https://insights.levdigital.com/podcast/live-podcast-marketing-in-a-pandemic

Lev Website: https://levdigital.com/

Resources from Lev: https://insights.levdigital.com/trending-now

Today’s conversation is with Stephanie Cox, the Vice President of Sales and Marketing at Lumavate, and Michelle Lawrence, the Content Marketing Specialist at Lumavate. Stephanie is the host of Lumavate’s podcast, “Real Marketers” and Michelle leads the content and social media strategy. Stephanie talks about how your podcast can influence your company and build your brand, and Michelle discusses the importance of add value by creating more content from your podcast. For Stephanie and Michelle, the most important aspect of creating a show is figuring out the unique perspective you can bring to the table. Michelle and Stephanie want to be experts in the space of digital marketing and want to be a place where audiences turn to for great content. However, the biggest challenge in creating marketing content is sharing your authentic self and genuine thoughts with other marketers.

Hear about how to find a unique perspective for your podcast and determine a content strategy for your show in today's conversation.

Key Takeaways:

🗓️ 0:00-0:54: Focusing exclusively on Casted users in Season 5 of the Casted podcast

🎙 2:45-4:11: Why Stephanie Cox decided to start the Real Marketers podcast

📚 6:01-8:27: Bringing a unique perspective and becoming an expert for your podcast

🙋‍♀️ 9:55-11:20: Sharing your authentic self and your genuine thoughts with other marketers

🧑‍💻 11:29-12:49: Adding value and creating more content from your podcast

📈 15:18-17:20: Figuring out your content strategy and setting up a process for it

🗣 19:41-21:03: Finding the balance between creating content and not diminishing the quality

👨‍👩‍👧‍👦 21:29-25:29: Expanding your network and building your brand

💡 26:58-28:03: How your podcast can influence your brand and your company

🧠 28:21-30:00: Finding the purpose and the unique perspective for your show

Related Resources:

Real Marketers LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:6705136402255921154/

Real Marketers Podcast Episode 1: https://www.lumavate.com/podcasts/no-more-holding-back/

Blog Post: https://www.lumavate.com/blog/embrace-crazy-ideas/

Today’s conversation is with Meg Johnson, Multimedia Marketer at OpenView Venture Partners, and host of the OV Build podcast. Throughout her career in marketing, Meg has believed in repurposing content and creating added value from each and every episode. She talks about creating a content carousel or a marketing merry-go-round that invites audiences to come along for the ride. For Meg, it’s important to humanize marketing efforts and listen to what your audience wants and needs. Meg believes that it is important to share your voice and your true authentic self with your audience because a good podcast feels like a friendship.

Hear about how to repurpose your content and create a marketing merry-go-round that will keep your audience engaged and connected in today's conversation.

Key Takeaways:

🎠 2:22-3:56: Creating a content carousel or a marketing merry-go-round for your podcast

🔗 4:16-6:29: Staying connected with your audience and checking your podcast's metrics

🧑‍💻 7:37-10:25: Repurposing your content and sharing the message of your podcast

🗣 13:08-14:41: Sharing your voice and your true authentic self with your podcast audience

🎙 16:44-18:05: Figuring out how often you are going to release your podcast

🙋‍♀️ 15:48-16:44: Finding a consistent and humanizing host to build a relationship with your audience

♻️ 20:11-21:19: Reusing content to get the most value out of hard work that is already done

💡21:20-21:47: Tuning in to what your audience wants and being aware of the emotional climate

👨‍👩‍👧‍👦 24:51-25:36: Learning from others experiences and finding a community of podcasters

Related Resources:

Podcast: Howie Liu (Airtable) on the Future of Low-Code/No-Code: https://podcast.openviewpartners.com/public/32/OV-%7C-BUILD-21cbd466/262905f2

Blog: Airtable and the Low-Code/No-Code Future of Software: https://openviewpartners.com/blog/airtable-low-code-no-code/#.X5mGsVNKgUF

Blog: Building a LEGO Kit, Not a Solution—Airtable’s CEO on Catering to Diverse Use Cases: https://openviewpartners.com/blog/product-diverse-use-cases/#.X5mGsFNKgUF

Blog: From the Bottom Up—Airtable’s Approach to Distribution and Adoption: https://openviewpartners.com/blog/airtable-distribution-adoption/#.X5mGolNKgUF

OV Build Podcast: https://podcast.openviewpartners.com/public/32/OV-%7C-BUILD-21cbd466

Today’s conversation is with Jay Acunzo, Founder of Marketing Showrunners. Jay Acunzo helps companies produce their own shows, and is the final episode of our three-part miniseries about internal podcasting. Throughout his career, Jay has believed in creating content that keeps listeners coming back whether it be an internal or external podcast. For Jay, the most important aspect of creating a show is developing the premise. He thinks the biggest challenge of creating an internal podcast is producing for an audience when you are the audience. Jay believes internal podcasts can develop trust and build community within a company if the show is focused on participation, not promotion.

Hear about how to develop the premise of your internal podcast and create a show that will keep listeners coming back each week in today's conversation.

Key Takeaways:

🧑‍💻 3:29-5:08: Focusing on the premise, format, and talent with internal and external podcasts

🎧 5:55-7:03: Finding the motivation and rigor behind your podcast's premise

👨‍👩‍👧‍👦 10:41-11:20: Building community for your internal show versus your external show

🎙 12:32-13:31: Creating a brand-driven internal show that participates in the company community

🗣 14:46-15:51: Developing the premise and style of the podcast around the host

❤️ 16:08-18:41: Creating an internal show that develops trust and love and its challenges

🔬 18:57-20:55: Researching the audience for your show when you are the audience

🎨22:56- 23:28: Allowing yourself to be creative and act before you have everything you need

🎁23:38-24:33: Producing a podcast that feels like a gift for your employees

⏰ 25:36-26:06: Spending time developing the premise for your internal podcast

Related Resources:

Jay’s LinkedIn: https://www.linkedin.com/in/jayacunzo/

Marketing Showrunners’s website: https://www.marketingshowrunners.com/blog/

Marketing Showrunners's Premise Guide: https://www.marketingshowrunners.com/blog/podcast-premise-guide/

Today’s conversation is with Mat Zucker, Marketing Practice Lead at Prophet, and host of Rising podcast. In June, Mat wrote and published an article with Forbes Magazine about what internal podcasts are and what they can do for business. Mat has been a fan of podcast since the beginning, in the ‘90s, and he currently hosts two podcasts: Rising and Cidiot. For Matt, podcasts are a great medium for curiosity. In his opinion, the best shows are the ones that follow a question and try to answer it. He believes internal podcasting is a liberating tool that can help employees learn something while they are doing something else. Mat is fascinated with the way internal podcasts can build trust and establish relationships within a company.

Hear about the trends Mat has seen in internal podcasts and learn about how to build a stronger community within your business in today’s conversation.

Key Takeaways:

❓ 3:34-3:50: Pursuing a question through an external or internal podcast

🎙 4:19-5:52: Three different approaches to internal podcasting

🎧 8:38-9:58: Listening and learning from a podcast while doing something else

💡 12:14-14:09: Figuring out a content strategy for your internal podcast

🧑‍💻 15:25-15:44: Designing a program around your internal podcast

📈 17:21-18:13: Understanding how audio technology and the podcasting market is evolving

We’re all fans of HubSpot here at INBOUND, but you’ve never heard the origin story of some of the brand’s most important content: its network of podcasts and videos. This story starts more than a decade ago and includes characters who went on to become big marketing names you follow today, like Dave Gerhardt, Mike Volpe, Jeanne Hopkins, Ellie Mirman, and Meghan Keaney Anderson. Listen in to this special episode of the Casted Podcast to hear about their common thread - the throughline that differentiated HubSpot, these marketing leaders, and the brands they went on to build.

Key Takeaways:

🧩 11:33-12:56: Mike Volpe: Creating a personal connection with marketers

🧡 13:27-14:47: Ellie Mirman: Staying true to the HubSpot brand

🎁 15:02-15:58: Jeanne Hopkins: What HubSpot TV gave the brand

🌱 16:59-18:51: Mike Volpe: Using The Growth Show to reach a new audience

✨ 19:18-21:12: Dave Gerhardt: How podcasting led to a serendipitous role for a marketing fave

🧵 24:52-25:58: Sam Balter: Tailoring shows to different audiences

👩‍🏫 28:02-28:48: Meghan Keaney Anderson: Podcasting with a purpose

🤔 29:09-29:34: Mike Volpe: But... why podcasting?

💼 30:08-30:48: Meghan Keaney Anderson: The business benefits of podcasting

🏛 33:09-33:38: Dave Gerhardt: Podcasting as a pillar of marketing

➕ 34:42-34:49: Meghan Keaney Anderson: Create a show that adds value

🐠 35:41-36:06: Ellie Mirman: An opportunity to be unique

➗ 40:33-40:50: Mike Volpe: No one formula for great podcasts

Resources:

The Podcast Effect: https://casted.us/the-podcast-effect-at-hubspot/

How We Wrung-Out The Casted Podcast to Create “What Happened When HubSpot Hit Record”: https://casted.us/how-we-wrung-out-the-casted-podcast-to-create-narrative-episode/

Today’s conversation is with Scott Monty, Chief Executive Officer and Principal of Scott Monty Strategies. Scott Monty is a pioneer of internal podcasting and kicks off the first episode of our three-part miniseries about internal podcasting. Before starting Scott Monty Strategies, Scott Monty was the Global Head of Social Media & Digital Communications at Ford. Throughout his career, Scott has used podcasting and social media as a way of building relationships and creating communities with his audiences. For Scott, podcasting is one of the most intimate mediums out there today. He believes that podcasting is a great way to directly communicate with listeners or employees and create an individualized experience for each person. Scott uses internal podcasts to engage his employees, create passion, and build loyalty within the company

Hear about how to build relationships with podcasts and use internal podcasting as a tool to connect with your employees in today's conversation.

Key Takeaways:

🧑🏻‍🤝‍🧑🏽 4:14-5:43: Creating a community, building relationships, and making connections

🗣 9:28-10:59: Using podcasts to build loyalty and talk directly to your audience

🎧 14:43-15:41: Engaging your employees using internal podcasts

🧑‍💻 17:25-18:14: Communicating with your employees using this three-pronged approach

📖 19:25-19:49: Building passion for the company with individual stories in a podcast

🎙 20:07-21:19: Understanding why you want to start a podcast and how it fits your business goals

⏰ 21:52-22:41: Focusing on quality and taking your time with podcasting

Related Resources:

Scott’s LinkedIn: https://www.linkedin.com/in/scottmonty/

Scott Monty Strategies’s website: https://www.scottmonty.com/

Today’s conversation is with Meghan Keaney Anderson, Vice President of Marketing at HubSpot, and host of The Growth Show podcast. Meghan’s journey with podcasting started with The Growth Show five years ago. At the time, HubSpot had popular blogs that attracted mid-level marketers. However, her team needed a vehicle to reach people later in their careers — in decision-making roles — that didn’t have time to read blogs. They believed a podcast could capture the attention of those executives during their own little windows of time, and they were right. For Meghan, each podcast has a distinct problem it is trying to solve or a distinct theory it is chasing down. She believes that podcasting can fill a unique space in the market and attract new audiences if done successfully. Hear about how to establish that audience, understand the purpose of your podcast, and measure its success in today's conversation.

Key Takeaways:

🌱 2:04-3:13: Why HubSpot started The Growth Show podcast

🗣 6:18-8:02: The evolution of HubSpot’s podcast network

💡 8:23-9:02: Creating a podcast to solve a distinct problem or chase down a theory

🎙 10:00-12:23: Growing your podcast by establishing what need you are filling

👨‍👩‍👧‍👦 13:02-13:58: Determining what audience your podcast is trying to reach

📦 14:57-16:13: Repackaging the stories gained through podcasting into other marketing materials

📈 20:45-21:19: Defining the goals of your podcast so you can accurately measure success

🧑‍💻 21:45-22:25: Studying discoverability and unpacking what works on different distribution platforms

➕ 22:41-23:34: Creating added value and making an experience for your fans

Related Resources:

Meghan’s LinkedIn: https://www.linkedin.com/in/meghankeaney/

HubSpot’s website: https://www.hubspot.com/

The Growth Show Podcast: https://www.hubspot.com/podcasts/the-growth-show

Today’s conversation is with Jeanne Hopkins, Chief Revenue Officer at SquadLocker, and former host of Table Fries podcast. Before SquadLocker, Jeanne Hopkins was the Chief Marketing Officer at SmartBear Software, Chief Marketing Officer at Lola.com, and VP of Marketing at HubSpot. Throughout her career, Jeanne has used podcasting as a way to humanize her brands. For Jeanne, podcasting is a great tool that can show the company’s personality and share expertise with the customers. She believes that podcasting can help marketing teams capture and amplify the voices of experts already within the company.

Hear about how to share your expertise in soundbites and use podcasting as a tool to humanize your brand in today's conversation.

Key Takeaways:

🎙 2:46-3:35: How podcasting defined HubSpot and gave the brand personality

🗣 7:06-7:42: Using a podcast to share your expertise with your customers

💡 13:20-15:22: Thinking about the content plan and your goals before starting

🚧 18:20-20:36: Getting over that hurdle and starting your podcast

⏺️ 20:45-21:05: Recording and editing your first podcast and getting over your fear

🧑‍💻 22:52-24:04: Why consistency is important in both marketing and podcasting

Related Resources:

Jeanne’s LinkedIn: https://www.linkedin.com/in/jeannehopkins/

SquadLocker’s website: https://www.squadlocker.com/

Table Fries Podcast: https://tablefries.com/