Heike Young didn’t set out to be the host of one of the industry’s first B2B podcasts. It just sort of...happened.
The year was 2015 — right around the time Serial’s first season was at the top of everyone’s minds. The concept of B2B podcasts was still in its infancy, but a group of content innovators at Salesforce wanted to try their hand. Marketing strategists and digital evangelists Jeff Rohrs and Joel Book enlisted Heike’s help to produce the company’s first-ever podcast, the Marketing Cloudcast.
But after just a few episodes, Jeff decided to pursue another opportunity at a different company, leaving the show with only one host. Since Heike was already in all the production meetings, she was the natural choice for the show’s next heir. To prepare, Heike began exploring how elements from her own favorite podcasts could be activated in the B2B world.
But as you probably know, a business podcast takes a lot more than setting up a microphone and hitting record.
“A podcast sounds so easy; how hard could it possibly be?” says Heike. “On the contrary, all of us, especially in B2B, know there are so many more boxes to check off when you embark on a project like this. It’s not as simple as the best podcasters make it sound.”
Looking back, she realizes there were a few simple (but key) preparations her team made to not only resonate with the new B2B listener audience, but also to make the podcast the long-standing success it still is today.
Though it’s relatively cheap to get started podcasting, there’s no shortage of “add-ons” and shiny things you can spend your money on to make it bigger and better. But since B2B podcasting is still in relatively uncharted waters, it’s a bit of an unproven channel in most marketing departments.
So how can you gain traction in the market without spending any money? Heike suggests utilizing free, organic channels like social media and your company’s blog in the early stages to get the word out and entice followers. Once your podcast gains enough listeners and clout, you’ll have the proof you need to pitch new, paid strategies like music licensing, commercials, transcription services, paid campaigns, and more to your superiors.
Just like whitepapers and blogs, podcasts are a source of lasting content you can act on for thought leadership, lead generation, and sales support. That’s why Heike believes the distribution arm of any podcasting operation is just as important as the creation arm.
“There’s nothing worse than creating something amazing, and then nobody can help you promote it,” she says.
In the beginning, the Marketing Cloudcast set out to appeal to three separate audiences:
To secure the best guests, keep them coming back, and motivate them to share your content with their networks, Heike believes a VIP experience is essential. From scheduling the interview to sending a follow-up gift for their time, the guest must feel valued and appreciated for their presence. The real clincher? The interview itself.
“The interview is everything,” says Heike. “It’s where you get the great moments.”
To ensure a successful show and follow-up, she suggests podcasters:
Podcast analytics weren’t always as readily available as they are today. When Marketing Cloudcast began, iTunes didn’t provide much more than the number of downloads for each episode. While more metrics like “duration listened to” and “listener region” are available today, it’s still important to go out and get your own results.
Heike suggests gathering as much listener feedback as you can, as early and often as possible. Whether through podcast comments, Google Forms, or email surveys, having feedback on what listeners want helps you tailor your content to their preferences, creating a loyal, long-term fan base. Heike points to podcaster Jay Acunzo, who conducts digital focus groups, using them as a testing ground to preview new content, bounce ideas, and gather feedback for the direction of the show. In addition, creating a show email list is an effective (and easy!) way to unlock long-term subscribership and build engagement with listeners on- and off-air.
Heike looks back fondly on the podcast and the relationships and success it generated. It was even awarded the Content Marketing Institute’s prize for Best Podcast in 2016 and Best Content Marketing Multi-Year Program in 2017. Heike has since moved on to roles in broader content strategy and insights at Salesforce, but the Marketing Cloudcast and the evergreen content it creates lives on.
“People love to go back and listen to their favorite shows from the beginning,” says Heike. “Knowing it continues to find an audience is so cool and what I’m most proud of in my career.”
Listen to the full podcast to hear more of Heike’s advice for kickstarting a B2B podcast and the lessons she learned from starting her own.