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?

You're listening to be tob revenue acceleration, a podcast dedicated to helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to BTB, a revenue acceleration. My name is Ohlemutier and I'm here today with Oh jazz reggae from mobile ion. Are you doing today, O Jess, I'm good. Thanks for having me on. That's a pleasure. So today we have invited you to speak about the power of podcasting within the tech industry. But before we get started, can you please introduce yourself, as well as your company, Mobile Ion, to Alice and else? Sure, absolutely so. Mobile Iron is a mobile security company. We've been around for about eleven years. We kicked off the company right when the first IPHONE launched back in two thousand and seven, and what the company does is build a software platform that other companies can use. It professionals can use to deploy applications to their employees and make sure that the...

...data is secure. So anyone who wants to go through a mobile transformation within their organization would use a solution like mobile iron. For me personally, my role and mobile goes a little bit further back than that. I've been in mobile for twenty years now and and it for a little bit over thirty years, and so it's always been gratifying to, you know, see us see mobile actually take hold and really fundamentally changed the way people live and work. So a mobile and I'm responsible for strategy over role, as well as a marketing on the full world. Thank you very much for that. For Jess So, I know that you recently launched a podcast, or the podcast rethink it, where you provide practical and provocative perspectives on the future of it. We have lots of clients who are asking us, particularly since we started was guests, but guesting for ourself, how do you do it? Is it was it? Is it a good you get writa on, etc. For, etceter so, lots of great question. So we saw that the best way to potentially also those questions but also gets a perspective on this question,...

...is to ask someone who's been doing it himself or ask a company was been doing it themselves. So could you please share with us what, first of all, motivated you to get started and and what were your objective? Are Your objectives with running podcasts. HMM, yeah, I'm happy to do that. So, as you mentioned, we just started our recent I podcast this year in two thousand and eighteen, and I play the role of host, bringing on a variety of people from different aspects of it and the industry who are experts on particular things that that are of top of mine for seniority executives. So why did we decide to do it? Because clearly it takes time, it takes effort, energy, money, it all those things. The catalyst for this was earlier in the year we were spending a lot of time as an organization thinking about where do you people will go for information, because there's no doubt that marketing has changed fundamentally with the advent of digital media. But also there's two things that's done. That's created a lot of content, but it's also created a massive amount of noise. So if you're a senior...

I t executive, which is the type of people that that we want to be using our product or thinking about our product, you don't have the time in your day to go and explore a whole variety of things. You don't respond to the traditional data sheets or the traditional white papers right you consume media in a very different way, and so there was two aspects of US deciding to start the podcast. One is a realization that the way that people are consuming information is fundamentally different than it was in the past and therefore we of course need to evolve with that, and secondly, realizing that podcasts themselves play a particular role because in this world where so many people commute, and that's the key here. So many people can, they have time in their car and what they consume in their car is podcasts. So we had the opportunity to come up with a focus and a format, which I can describe, which was short, concise and a practical and provocative, as you said,...

...insights into topics that were top of mine for seniorized key executives, for the marketing people that might be listening to this. Think about this as top of the funnel activity to establish thought leadership for us as an organization. We never in our pot cast advertise mobile iron, right, that's not the purpose of the podcast. It's from mobile iron, but it's really to a help it professionals think a little bit differently about your future. I think that's wonderful. That's really what it's all about the slot leadership. I think it's important and being provocative is what probably get people to listen to the next one as well. You know, I think having a little bit of a voice out there and challenging potentially preconceiveeties is definitely something that we always try to do and something that we believe brings value as well as bring loyalty, if you will, from from from the listener, because they almost get them excited about the next episode. We are a lot that podcasting is the new blogging and I think you can have mentioned a few points in your previous point around white paper and...

...the traditional way of consuming information, which is basically writing down information someone reading it. But we are a lot that podcasting is the new blogging. Do you agree with that statement? Well, it's everything is always the new something. Yeah, right, I don't think we view it that way. I think that we all we have multiple senses. We have vision, we have, you know, site right, obviously vision, we have our ears. So from from my perspective it's not so says necessarily that it's the new blogging, but it's area of information dissemination and consumption that many companies have not explored in the way that they should. So it is an aspect of blogging right. Because what is blogging right in general? You know that that's probably an interesting question to write. Blogging itself means so many different things to different people, but the usually what blogging is it's an individual or an organization that has a particular point in view and they want to express that point in view. Traditionally they've done that through, you know, the written word. They might also do that through video and podcasting, of course, is a third way...

...to do that, in a way that's, you know, more amenable to, as I said, commute and UN environments in which the the reading or the video watching is not is not viable for folks. So I think that it's another part of the mix of 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 different ways. So it expands if someone's thinking about doing a podcast, it can expand the audience that you could a potentially reach and have a participate in your in your content. Yeah, absolutely, what I think of the I guess the ides at once you've got the content, once you record it, the podcast you should be pretty straightforwart what you will take a little bit of time and, I false and money, but should be pretty straightful what to put that into a block pust or put that into some sort of Ozzal type of content. Maybe not a video, because that's that's studden as all media moved together on you would have to Redo it. But once you've got the recording, you can also use it's in a differnt way or...

...put it through and those are mediums you almost give the choice to. You're the community, you want to talk to, our you want to engage with to almost pick and choose from from from the different medium which one is the most convenient for them, depending on the time on the day and depending if they're commuting or not, etc. Etc. Yeah, I think it's it's interest. We really see it as a way to also engage with clients or with prospects of I guess people will already engage with that. Will coming back to the sort of leadership that will be engaged with us, have a chat with us, potentially speak with some of our it does as well, but then realize that we've got all that great content available and in different way. So again, when you find content. There is nothing more frustrating than the content being in the format you want to play just so, for example, you get a video but you're in the middle of the office and you don't have you I'd set on you gont watch it so you get so it's always very practical to have those different medium and that's also one of the reason why we are doing it. So if I was to advise any of the technology vendors we walk with, and we had a few that already came to us...

...and asked us what he would take to get started, and obviously we've got top perspective, but we've got a perspective from operatics, which is slightly different from the business, which is slightly different from the type of content they want to create and all that. But from your perspective, from a vendor of perspective, but casting on the future fait, if we are to advise any of our clients or partners about doing it themselves, what would you say is the first pieces of the fell steps that you would provide them? HMM, don't worry about the technology. The technology is easy. That would be my first advice to what you have to start with is a mindset and the host, and I think that that is so essential because podcasting to blogging, to a traditional blog that you were talking before videos. I like the difference between radio and television. Right, when you only have voice, you have to grab people's attention in a very different way than when you have the additional media video available, right, and and vision. So so step number one,...

I think, is to identify who is actually going to facilitate the podcast. And you may have a podcast where is just someone talking or you may have an interview, which is the format that we do. But either way that decision is absolutely essential because the podcast is going to live or die based on how concise, how clear, how well thought through and, frankly, how entertaining and interesting a facilitator and the guests or just the the speaker are right. So that's number one. You've got to figure out who the people are that are going to actually be providing the content and able to talk the content in an expert manner. And combine with that, there's also the mindset, because I do believe that many companies fall into this trap where they think the podcast is a way to advertise their materials and no one wants another ad, but no one wants an ad for your company. They want to learn something. And so starting with a mindset that every podcast should teach something that's a relevance to the audience you decide, and then having the right voice and having the right personality to be able to facilitate or lead. That is essential.

Okay. So it's truly about the peoples of the guests and the US. That, the end of the day, it is because this is all about connection. Content is about connection and the beauty of the podcast versus the written word is you have personality and humanity attached to it. So it's got to be something that connects that personality in that humanity has to be something that connects with, of course, the audience that you're targeting. Okay, and for the content in sets so far, the guests. Do you have any teps in some of the strategy or how you go about it? I mean do you do you go for potential? I know that you are starting, so you probably will be avoilved with our time, but are you planning on going to end use out themselves and finding some destructive potential client that could come in and and share that crazy ID? Are you looking for an that day that will come up with a new view. I want experts. I want experts 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 can come from all different roles.

If I think about the folks that that we've got lined up, we've got you, for from multiple different companies. We've got experts and you know, and like, for example, the the person who did the original technology for Sirie I was working a lot of interesting ai stuff. So in my mind again, it's like you're hosting a show and you have to understand your audience really well and then it doesn't necessarily matter what background the individual is that you're going to have on the show, but they have to have subject matter expertise on the topic. So normally what I do we keep our podcast short. We keep them to about ten minutes or so. Sometimes they're a little longer, but not much. And I'll have a topic that me and the guests have talked about. So it could be five g. what's the implication of five g? or it could be blockchain beyond crypto currency. Right. These are the type of topics and then we talked about what are the one or two key Aha points we want to get across in the session, because in ten minutes you can really only get one or two key points across. But we don't practice it because if you practice it then it becomes to artificial.

So we just know what the key points are and we know the topic and it's the host responsibility to keep it really moving and flowing effectively and as long as we can make those key points have a really kind of engage back and forth between us, then I feel like it's a successful podcast. Well, you've got it figured out. I mean this is this is a best procticities best. So now we know 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 try to what from our site is also to connect with some potential clients of us, so also have that sort of interaction, you know, where you know, kind of build up a relationship in the in the early stage. But look, thanks for that. Told just that was very, very useful. I'm sure that conversion was very insightful and we donunsaw some of the question that we asked about how do I get on doing podcasts? If I am a technology vend one? I'm really in to find new medium to to speak to my to my community. Now, if anyone wants to connect with yourself or connect with mobile ion, what is...

...the best way to get in touch? Well, you can certainly come to our website, which is dub dot mobile ironcom, but we also have an email specifically for the podcast called rethink at Mobile Ironcom, and so you can certainly send an email to that as well and we'll get that and absolutely respond back. What has great. Many thanks again for your time today. was wonderful to have you on the podcast. Absolutely thanks for having me. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has 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 been listening to be tob revenue acceleration to ensure that you never miss an episode, subscribe to the show in your...

...favorite podcast player. Thank you so much for listening, until next time,.

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