B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

18: Podcasting Isn’t About Your Audience: It’s About Your Guests. w/ James Carbary

ABOUT THIS EPISODE

Podcasting isn’t new in the B2B space.

But until recently, we had the wrong ideas about it. So we changed our thinking. Now, we’ve collaborated on episodes with our ideal prospects, and we shortened the length of each podcast.

James Carbary has some unique perspectives on podcast marketing.

He’s the CEO & Founder of Sweet Fish Media, one of the premier podcasting agencies in the B2B space. It’s been featured in TIME, Forbes, Entrepreneur, and Inc. James’s entire perspective is simple: B2B sales are difficult. Getting to that VP or high-level decision-maker is nearly impossible. Even if you do, they’re probably been pestered with other B2B sales calls all day long.

James does something different: He helps brands develop their ideal podcasts with ideal clients as guests. It’s a game changer.

You were listening to be tob revenueacceleration, a podcast dedicated to helping software executive stay on the cutting edge ofsales and marketing in their industry. Let's get into the show. Hi,welcome to be to be a revenue acceleration. My Name is opinion with you andI'm here today with James carberry from sweet fish media. Are You doingtoday? Gems, I'm fantastic. Ray, are you? I am very good. Thank you very, very good. So we've invited you, James,here today to speak about podcasting as part of a sort leadership strategy.But before we dive into the details, before we pick your break around thetopic, it would be very usefully if you can tell us a little bitmore about yourself, as well as switch fish media. Yeah, so myself, I kind of had a a sordid path to getting to where I am. So spent, you know, first few years out of college kind ofbouncing from corporate job to corporate job and worked at you know, then workedat a smaller business that had nothing to do with what I'm doing now,is doing helicopter logistics for Nascar for a few years, and then worked ata tech start up at a nonprofit and just a really a long and windypath and eventually ended up doing what we're doing now. We started the businessas a content writing shop and about a year into that saw the massive opportunitythat there was to start producing podcast for companies with a little bit different anglethan how most people were looking at it. Most people look at podcasting in termsof like how many listeners your show has and and we really look atit by the quality of the guests that you're bringing on to the show.And so, from an ABM standpoint, we think podcasts are incredibly effective becauseyou can pretty much ask anyone that you want to know to be a gueston your show, and so that was kind of our approach and our perspectiveon it, and so that's what we do now. That's we've done forthe last two and a half years,...

...is is produced podcasts for really innovativebb brands and we're loving it. Well, thanks for that, jims. Yourpersonal backgrounds is definitely interesting and obviously we are a client of sweet fishmedia, so we love the value proposition on theos what you are trying toachieve. So that makes perfect sense to us. So all the recent months, and I'm talking about our SELFIA, we've seen that podcasting is becoming muchmore popular in the in the B tob space, and we can see companiesfrom almost all industries or size starting to have their own shows. Why doyou believe podcast as a medium is growing in such a fast space, andwhat do you see as being the main reasons for company to stop podcasting?Yeah, that's a great question right. I think there are a few differentreasons. One, I think people are finally starting to realize the trust thatcomes along with podcasting because of how much time people spend with you when they'relistening to your podcast. So, for example, if you write a blogpost and you rank in Google in the top ten for a particular search term, people that end up reading that post will maybe spend ten to fifteen secondswith your brand reading that post. They're scrolling through it, they're they're consumingthat content very quickly. A lot of other types of content are the sameway, but with a podcast, because people are consuming podcasts passively. They'relistening to them on the on the train to work, driving to work,mowing the yard, doing dishes, working out at the gym. So they'reconsuming it passively. So they're listening to the content from much longer so they'relistening to a fifteen, twenty, thirty minute episode, which builds an enormousamount of trust. So I think there's that component. I think the otherside of it is people understand that when you are the media, when yourcompany is is first a media company, then whatever you do, like whatGary v says, that you have the...

...leverage. So when you have apodcast you have a sudden have a lot more leverage because you can approach peopleas the media, not as a company trying to sell something. So Ithink a combination of those reasons is why beautby companies are really starting to embracethe platform. That's interesting to one thing that you mentioned is about the lengthsof the podcast. Is there any best practices that you guys suggest to yourclients and time of our longer podcasts would last? Yeah, yeah, that'sa great question. We get that a lot. So with our podcast,is called be to be growth and we've done really, really well. Weranked for the term be to be in the itunes ecosystem. So it's allowedour audience to grow really quickly and the thing that we found from from ouraudience is that they really like shorter content, so twelve to fifteen minutes. Theyreally like action pack kind of Non Fluffy content, so not a lotof hey, how is your day? How many kids do you have?Oh, that's funny. This all the all the fluff that you typically hearin a in a one to two hour podcast. We found that our particularaudience doesn't really enjoy that much. I know personally I don't enjoy it.You've got people like Tim Ferris that can pull off the Tohour podcast because he'stalking to someone so famous that it you're just compelled to listen. But Idon't think most people have that luxury. I think the more brief you canbe, the more to the point you can be in the more focused youcan be on delivering value and not fluff, the better. So so to answeryour question, I would say you know that twelve to twenty minute rangeis probably a safe place to aim for in terms of length. Okay,excellent sports. Thanks for that. Speaking about all experiency, autoparatic, we'vedecided to stop this podcast to support our sort leadership strategy, as well astrying to bring valuable content to our business...

...community. But I'm sure that theaudience would be interesting in learning what kind of results they can expect, allcompany a corporatics could expect from podcasting and how can we measure Roi? Somy next question for you, James. He's really a wrong could you pleaseshow with us how podcasts can bring companies business and written on investment? Yeah, I think the biggest way to measure the Roi of a podcast is inthe quality of the guests that you're bringing onto the show. I think alot of people assume that the way that you're able to get Roi is toget a bunch of listeners and then those listeners turn into customers, and thatcertainly can happen. It just takes a while to do that, because buildingan audience with a podcast just it takes time, like it does any othercontent medium. But the much the the quicker way of getting oury is brandingyour show around your ideal client. So instead of branding it around yourself,you're branding it around your ideal buyer. So, for example, with ourwith beb growth, with our show, I didn't brand the show the BDBPIpadcasting show, even though be to be podcasting is our expertise. Instead,I branded the show be to be gross because I wanted to talk to VP'sof marketing at BEDB tech companies, because those are the folks that buy ourservice. And so when you brand the show around your ideal buyer, youcan then go to your ideal buyer and collaborate with them, to create contentwith them, so you interviewing them on your show and it's through those relationshipsyou're building with your guests those folks are actually going to buy from you muchearlier than listeners of your show. So I think the biggest metric that youneed to measure is who, who were the guests that have been on ourpodcast that we have been able to nurture relationships with and turn those into customers? So that's that's the biggest one.

Okay, so it's so, ifI was to rephrase that' slately so you can potentially expect to get business fromLissa now. So people I will find. You do that research to people whogo to the gym, the commuter and all that. But from yourperspective, you believe that you will take a little bit longer. So dyspay that you and I think it's probably very very continent from a bit tope perspective. It's abouts almost getting your ideal I don't ideal clients to participateto the PODCAST, show that experience, final to opy. That will shutthem and then eventually, from that podcast, create a relationship and if things gowell, I have a commercial relationship with that clients moving forward. Thatthe right yeah, I think that. I think that too many people theywonder why they're cold emails and their cold calls aren't working, and it's because, I think people are tired of being sold to. And I don't thinkthat's people don't wake up in the morning and wish that they got another coldcall or another sales email. But there is an increasingly especially with the moreand more relevance that personal brand is for people. In People's minds, everyonewants to have a better personal brand. Everyone wants to be featured as acelebrity in the media, and so that's as a media company, someone witha podcast, that's that's what you have the ability to give someone. Soyou're able to add value to them in a way that's independent of the productor service that you sell, and the value that you're giving them is mediaexposure you're giving them free pr and and so I think, I think byleading with that, by leading with value, featuring them on your show, itthen sets you up to have a genuine relationship with that person and peoplebuy from you know, folks that they know, like and trust, andso I think that's what the podcast ultimately set you up. You know,I would add one arguments in your fav I as well. We've had thefeedback. So obviously we have lots of different medium to go to prospect andknow confroncs. We can have like a very, very tail all that CalmBay's Papele for approach and we get down...

...meeting with prospect and before we getto a meeting prospects were research just they will resort the company and some ofthe feedback that we've add because of the podcast, because of the other content, but mainly around the podcast. I think he's also bringing reinsurance. It'sbringing so leadership, it's making people feel comfortable. So I would not saythat it's almost at a lead generator, but almost like a conversation accelerator orsomething that will warm a people to believe that they will actually meet with someonewith part of a company. It is really at the forefront of what's happeningin that domain. So, to your point of you know, the listenerthat could become the prospect that you can invite, they can become customers.I think there is also the other prospect that you are speaking to. Well, doing the due diligence on your company, making sure that you're the right organization, and when they compel you with someone who's got absolutely zero content,zero sort leaderships, zero relationship with expert in the market, versus someone who'sbeen spending a bit of time in trying to get the other around the bestway, the best practices and all that, I think it tells as well,and we've had that feedbacks with not just me thinking it. It's it'sit's a proof in the pudding and something that we've already seen or witnessed asas a positive outcome from from the time that we are investing in the podcastand investment are making in general to get it going. I love it.That's that's fantastic and I totally agree, I think, with the content thatcomes along with it. You know, the blog posts, the status updates, you know, I think enabling your sales team with the content from yourpodcast, whether it be the actual audio file or the repurposed blog post,being able to have your equip your sales team with with content that, likeyou said, establishes your thought leadership. I absolutely believe, we're agree withyou that that at as a conversation accelerator in a big, big way.So that's extremely interesting and thanks for covering...

...that question of around the Arrowy andand measurement of success. I think this is a key USTULLIFOLOGIENCE and the typeof people that we wish to have listening to the show. I think that'sthat's definitely a question they would ever ask for you. But to fin finalize, we've recently launched category that you've called content based netwalking. Can you pleaseshare with us the dead and the meaning of that concept? Yeah, sowe came up with this term earlier this year and the way we define it. We define it by essentially saying it's collaborating with your ideal clients, potentialfor all partners and industry influencers to build meaningful relationships by creating content together.So obviously this was like the premise that we started our agency with. Wedo podcast, but we're really much more passionate about relationship building than we are, you know, the media of podcasting. That just happens to be. Youknow, I think the most efficient form of content collaboration is podcasting.So that's what we that's what we got into. And so as I wasthinking about kind of category creation, the importance of category creation allowing you toswim in your own lane as opposed to competing with a bunch of other competitors, thought me and this idea of this concept of content based networking is actuallymuch bigger than podcasting, which is our core service. So podcasting is apart of it, but you can you can collaborate with people in a varietyof different ways, and so as we've kind of begun to create content aroundthis topic, where people are collaborating with folks to create blog content with them, video series. I've even seen companies collaborate with their ideo buyers to createlike full link like documentaries. So you can get really creative with the typeof content that you can create with your...

...potential buyers. But at the endof the day it's all mapping to the same result. It's content collaboration asa mechanism to build meaningful relationship and then business actually comes from that meaningful relationshipand it's not overnight, it doesn't happen instantly, but it absolutely happens.In our business is living proof of that and a lot of our customers companiesas well, are growing on the back of relationships are building through the collaborativecontent that they produce. And you know, obviously for our clients it's a podcastsbecause that's what we do for them, but are turned to different ways todo it. So so that's what content based networking is all about,using content as a way to grow your network with us, specific targeted peoplethat you want to meet. Yeah, that's again, this is relevant tous. I'm not sure, but the volume of episode that we are publishingas a time, at the time of US speaking today, to be fair, gems. But what we see? We see that each ship is allis is generating quite a bit of a quite a bit of noise, particularlyon platform like Linkedin. While you can really see people interacting when we publishan a pizza, I can see a lots of people coming to our profile. We've got our marketing manager with showing us the people coming and following operaticsas a company, checking us out, you know, and and I thinkthat's that's an important part as as part of a global account based marketing,you approach and being able to target the right people. I think it's animportant part as well to grow that community of followers and that word of moutharound the brand. Totally, so, totally thanks for your time today,James. I mean this was insight full and and I'm showing my our listenerwill go away with quite a lot of interesting information around podcast. But alsobelieve that some of them may be interested to talk to you, you know, that to understand how they can do podcast for themselves in a way.So if someone wants to connect with you, if someone from our audience wants toget in touch with you, James, what is the best way to whoget to one of you? Yeah, thank you so much, ray ofso. My email is james at...

...sweet fish Mediacom. They can findme on Linkedin. I'm on Linkedin quite a bit. Last name is searbe aary. So James carberry on the linkedin on twitter as well at JamesCarberry. And then if they just want to listen to to our show,we do. It's becoming more than a daily show. At this point we'restarting to do multiple episodes a day. But the PODCAST is called be tobe growth, and so they can just type in BB growth in apple podcastsand they'll see our show pull up. So would love to connect with anyof your listeners right and really appreciate you having me on today. It wasgreat. I think you on the trore times. Thank you very much fortime. Thank you. operatics has redefined the meaning of revenue generation for technologycompanies worldwide. While the traditional concepts of building and managing inside sales teams inhousehas existed for many years, companies are struggling with a lack of focus,agility and scale required in today's fast and complex world of enterprise technology sales.See How operatics can help your company accelerate pipeline at operatics dotnet. You've beenlistening to be to be revenue acceleration. To ensure that you never miss anepisode, subscribe to the show in your favorite podcast player. Thank you somuch for listening. Until next time,.

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