B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

22: Why a Podcast Could be Crucial to Your Company’s Success w/ Ojas Rege

ABOUT THIS EPISODE

Podcasts are everywhere.

It seems like you can’t step into a coffee shop, or a restaurant, or the front door of any office without hearing all about people’s favorite podcasts. They talk about them like they’re the newest hit Netflix series.


People binge listen to podcasts. They go see people tape podcasts live. They buy merch from podcasts.

Clearly podcasts are here to stay. So why isn’t your business doing a podcast?

OYOU'RE LISTENING TO BE TO B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sailes and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is Olia Mitier and I'm here today with Ojas rege frommobile ion how you doing today or jess. I'm good thanks for having me on that'sa pleasure. So today we have invited you to speak about the power ofpodcasting within the Takhing, the street, but before we get started, canyou please introduce yourself as well as your company, Mobirian Toalisones,sure? Absolutely so? MOBILE IRON IS A mobile security company we've beenaround for about eleven years. We kicked off the company right when thefirst IPHONE lodghed back in two thousand and seven, and what thecompany does is build a software platform that other companies can useit. Professionals can use to deploy applications to their employees andmake sure that the dat is secure. So...

...anyone who wants to go through a mobiletransformation within the organization would use a solution like mobiliron.For me personally, my role and mobile goes a little bit further back thanthat. I've been in mobile for twenty years now in an it for a little bitover thirty years, and so it's always been gratifying to you know, seeseemobile actually take hold and really fundamentally change the way peoplelive in work, so at Mobilireon, I'm responsible for strategy overall, aswell as a marketing on the fold world. Thank you ver much for that odess. So Iknow that you recently launch a podcast or the podcast rethink et, where youprovide practical and provogative perspectives on the future of it. Wehave a lots of clients who are asking us, particularly since we started wasCAS podcasting for ourself. How do you do it? Is it was it? Is it a good,Jugetritod, etc, etc? So lots of great question, so we sawt that the best wayto potentially anso those questions but also gets a perspective on thisquestion is to as someone who's been...

...doing it himself as a company who'sbeen doing it themselves. So could you please share with us what first of allmotivated you to get started and and what were your Objectsiv? What are yourobjectives with running podcasts yeah, I'm happy to do that. So, as youmentioned, we just started our resint. It podcast this year in two thousandand eighteen, and I play the role of host, bringing on a variety of peoplefrom different aspects of it and the industry, who are experts on particularthings that that are of top of mine for seniority executives. So so why did wedecide to do it because clearly it takes time it takes effort, energymoney, it all those things the catalyst for this was earlier in the year. Wewere spending a lot of time as an organization thinking about where dopeople go for information, because there's no doubt that marketing haschanged fundamentally with the advent of digital media, but also there's twothings. That's done. That's created a lot of content, but it's also created amassive amount of noise. So if you're a...

...senior it executive, which is the typeof people hat that we want to be using our product or thinking about ourproduct, you don't have the time in your day to go and explore a wholevariety of things. You don't respond to the traditional data sheets or thetraditional white papers right. You consume media in a very different way,and so there was two aspects of US decidedg to start the podcast one is arealization that the way that people are consuming information isfundamentally different than it was in the past, and there therefore, we ofcourse need to evolve with that, and, secondly, realizing that podcastthemselves play a particular role, because in this world, where so manypeople commute and that's the key here, O many people can be, they have time,ind their car and what they consume in their car is podcast. So we had theopportunity to come up with a focus and a format which I can describe, whichwas short, concise and a practical...

...andprovocative. As you said, insightsinto topics that were top of mind for senior izity executives for themarketing people that might be listening to this think about this. Astop of the funnel activity to establish thought leadership for us as anorganization, we never in our podcast advertise mobile iron right. That's notthe purpose of the podcast it's from moblirn, but it's really to a help.BYIT professionals think a little bit differently about their future. I thinkthat's! Wonderful, a that's! Really! What it's all about! He sort leadership,I think, is important and being provogative is what probably get peopleto listen to the next one as well. You know, I think, aving a little bit of avoice out there and challenging potentially preconsivitis is definitelysomething that we are. We always tray to do and something that we believebrings value as well as bring loyalty, if you will from from the listener,because the almost get them excited about the next episodewe have a lot.That' podcasting is the new blogging and I think you can have mentioned afew points in your previous point,...

...around white paper and the traditionalway of consuming information, which is basically writing on information.Someone reading it, but we are Lod that podcasting is when you broging. Do youagree with that statement? Well, it's everything is always the newsomething yeah right. I don't think we viewid that way. I think that Wewe havemultiple senses. We have vision. We have you know, site right, obviously,vision. We have our ears so fro. For my perspective, it's not Thi. Is it justnecessarily that it's the new blogging, but it's a area of information,dissemination and consumption that many companies have not explored in the waythat they should. So it is an aspect of blogging ibecause. What is bloggingright in general, you know that that's probably an interesting question toright. Blogging itself me an so many different things to different people,but Bu. Usually what blogging is it's an individual or an organization? Thathas a particular point in view, and they want to express that point in Botraditionally they've done that through you know the written word. They mightalso do that through video and...

...podcasting, of course, is a third wayto do that in a way. That's you know more amenable to. As I said, commuteand you know, environments in which e the reading or the video watching isnot is not viable for folks. So so I think that it's another part of the mixof being able to get a message out in a way that individuals can consume it,and I believe that there are different people consume information, differentways, so it expands. If someone's thinking about doing a podcast, it canexpand the audience that you could potentially reach and have aparticipate in your in your content. Yeah absolutely, but I think ISO thAguess theads that once you've got the content once you recorded, the podcastshould be pretty straightforward. Wet will take a little bit of time and afous and money, but should be pretty straightforward to put it into a blockpost or put that into some sort of other type of content. Maybe tnot avideo, because that's thats, O medium mole together and you will have to Redoit, but once you've got the recording, you can also use it in a different wayor cor put it through another mediums.

You almost give that choice to your thecommunity. You want to talk to, or you want to engage withs to almost take anshoose from from from the different medium, which one is the mostconvenient for them, depending on the time on the day and depending ifthey're commuting or not exepex at Ras Yeah. I think it's, it's interestreally see it as a way to also engage with clients or with prospects. I guesspeople already engaged with that. Weill, coming back to the sortleadership thatwill be engaged with us, have a chat with e spodentially speak to some ofour it dos as well, but then realize that we've got all that great content,availaboard and in different way. So again, when you find content, there isnothing more frustrating that you, the continent being in the format you wantto pay just so, for example, you get to video but you're in the Middel of theoffice, and you don't have your eyt set on you don' Shit. So you get so it'salways very practical to have those different medium and that's also one ofthe reason why we are doing it. So if I was to advise any of the technogyvendors Wi Walk Withan, we had a few...

...that already came to us and asked uswhat he would take to get started and obviously we've got stolk epective, butwe've got a pospective from oporotics, which is slightly different from thatbusiness, which is lightly different from the type of content. They want tocreate an order that, but from your espective, from a vendor, pospectivepudcasting on the future authiety. If we are to advice any of our clients orpartners about doing it themselves, what would you say is the first piecesof Al, the first tips that you would provide them. Don't worry about thetechnology, the technology's easy. That would be my first advice. What you haveto start with is a mindset and the host, and I think that that is so essentialbecause podcasting to blogging Atto Traditiona bling that you ere talkingbefore videos kilike the diference, ween, radio and television right. Whenyou only have voice, you have to grab people's attention in a very differentway than when you have the additional media, video available, right and andvision. So so step number one, I think,...

...is to identify who is actually going tofacilitate the podcast and you may have a podcast fore is just someone talkingor you may have an interview, which is the format that we do, but either waythat decision is absolutely essential because the podcast is going to liverdie based on how concise how clear, how well thought, through and frankly, howentertaining and interesting a facilitator in the guests or just thespeaker are right. So that's number one you've got to figure out who the peopleare that are going to actually be providing the content and able to talkthe content in an expert manner and combine with that. There's also themindset, because I do believe that many companies fall into this trap, wherethey think the podcast is a way to advertise their materials and no onewants another ad. But no one wants an ad for your company. They want to learnsomething, and so starting with a mindset that every podcast should teachsomething that's a relevance to the audience you decide and then having theright voice in having the right...

...personality to be able to facilitate orlead that is essential. Okay, so it's really about the people, so the guestand ds to the end of Thoday. It is because this is all about connectioncontent is about connection and the beauty of the podcast versus thewritten word is you have personality and humanity attached to it? So it'sgot to be something that connects that personality, an that humanity has to besomething that connects with, of course, the audience that you're targeting okayand for the content in Serv O fothe guest. Do you have any tips in time ofthe strategy or how you go about it? I mean do? U Do you go for potential knowthat you are starting, so you probably will eve olve over time, but are youplanning on going to end useou themselves and finding some distructivepotential clienthat could come in and and share thet crazy ad? Are youlooking for Anra? It will come up with a new view. I want experts, I wantexperts who are spending time thinking about not what's happened in the past,but what's going to happen in the future and those experts Cang to comefrom all different roles. If I think...

...about the folks that that we've gotlined of we've got people from multiple different companies, we've got, youknow, experts and you know and like, for example, the person who did theoriginal technology for Seri. I was worthing a lot of interesting ai stuff,so so in my mind again, it's like you're hosting a show, and you have tounderstand your audience really well and then it doesn't necessarily matterwhat backround the individual is that you're going to have on the show, butthey have to have subject matter expertise on the topic. So normallywhat I do we keep our podcast short. We keep him about ten minutes or sosometimes they're a little longer UBAN. Not much and I'll have a topic that meand the guest have talked about. So it could be five g. what's the implicationof five G or it could be blockchain beyond cryptocurrency right? These arethe Typeo topics and then then we talked about what are the one or twokey Aha points we want to get across in the session, because in ten minutes youcan really only get one or two key points across, but we don't practice itbecause if you practice it then at...

...depth becomes to artificial. So we justknow what the key points are, and we know the topic and it's the hostresponsibility to keep it really moving and flowing effectively and as long aswe can make, those key points have a really kind of engaged back and forthbetween us. Then I feel like it's a successful podcast. Well, you've got itfigured out. I mean this is this is a best proctice that is best fo now weknow we're going to also benefit from that and I'm sure use it in the future.We do exactly the same, so I guess the only thing that we trite. What from ourside is also to connect with some potential clients of a Ol so have thatsort of interaction? You know where you know kind of build up a relationship inthe in the early stage, but look thanks for thattajust. That was very, veryuseful. I'm sure that convessetion was very insightful and we en so some ofthe question that were asked about ow. Do I get on doing podcast if I am atechnogy vendor and I'm really ging to find Numagum to speak to to my to mycommunity now. If anyone wants to connect with yourself or connect withmobilion, what is the best way to get...

...in touch? Well, you can certainly cometo a website which is Mobil Eroncom, but we also have anemail specifically for the podcast called rethink at Mobile Ironcom, andso you can certainly send an email to that as well and we'll get that andabsolutely respond back wetas great many things again for your time todaywas wonderful to Al you on the podcast. Absolutely thanks for having me operatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales. Seeo operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank...

...you so much for listening until nexttime.

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