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 salesand marketing in their industry. Let's get into the show. Hi, welcometo BTB, a revenue acceleration. My name is Ohlemutier and I'm here todaywith Oh jazz reggae from mobile ion. Are you doing today, O Jess, I'm good. Thanks for having me on. That's a pleasure. Sotoday we have invited you to speak about the power of podcasting within the techindustry. But before we get started, can you please introduce yourself, aswell as your company, Mobile Ion, to Alice and else? Sure,absolutely so. Mobile Iron is a mobile security company. We've been around forabout eleven years. We kicked off the company right when the first IPHONE launchedback in two thousand and seven, and what the company does is build asoftware platform that other companies can use. It professionals can use to deploy applicationsto their employees and make sure that the...

...data is secure. So anyone whowants to go through a mobile transformation within their organization would use a solution likemobile iron. For me personally, my role and mobile goes a little bitfurther back than that. I've been in mobile for twenty years now and andit 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 fundamentallychanged the way people live and work. So a mobile and I'm responsible forstrategy over role, as well as a marketing on the full world. Thankyou very much for that. For Jess So, I know that you recentlylaunched a podcast, or the podcast rethink it, where you provide practical andprovocative perspectives on the future of it. We have lots of clients who areasking us, particularly since we started was guests, but guesting for ourself,how do you do it? Is it was it? Is it a goodyou get writa on, etc. For, etceter so, lots of great question. So we saw that the best way to potentially also those questions butalso gets a perspective on this question,...

...is to ask someone who's been doingit himself or ask a company was been doing it themselves. So could youplease share with us what, first of all, motivated you to get startedand and what were your objective? Are Your objectives with running podcasts. HMM, yeah, I'm happy to do that. So, as you mentioned, wejust 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 fromdifferent aspects of it and the industry who are experts on particular things that thatare of top of mine for seniority executives. So why did we decide to doit? Because clearly it takes time, it takes effort, energy, money, it all those things. The catalyst for this was earlier in theyear we were spending a lot of time as an organization thinking about where doyou people will go for information, because there's no doubt that marketing has changedfundamentally 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 amountof noise. So if you're a senior...

I t executive, which is thetype of people that that we want to be using our product or thinking aboutour product, you don't have the time in your day to go and explorea whole variety of things. You don't respond to the traditional data sheets orthe traditional white papers right you consume media in a very different way, andso there was two aspects of US deciding to start the podcast. One isa realization that the way that people are consuming information is fundamentally different than itwas 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 worldwhere so many people commute, and that's the key here. So many peoplecan, they have time in their car and what they consume in their caris podcasts. So we had the opportunity to come up with a focus anda format, which I can describe, which was short, concise and apractical and provocative, as you said,...

...insights into topics that were top ofmine for seniorized key executives, for the marketing people that might be listening tothis. Think about this as top of the funnel activity to establish thought leadershipfor 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 aboutyour future. I think that's wonderful. That's really what it's all about theslot leadership. I think it's important and being provocative is what probably get peopleto listen to the next one as well. You know, I think having alittle bit of a voice out there and challenging potentially preconceiveeties is definitely somethingthat we always try to do and something that we believe brings value as wellas bring loyalty, if you will, from from from the listener, becausethey almost get them excited about the next episode. We are a lot thatpodcasting is the new blogging and I think you can have mentioned a few pointsin 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 lotthat 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 thinkwe view it that way. I think that we all we have multiplesenses. We have vision, we have, you know, site right, obviouslyvision, we have our ears. So from from my perspective it's notso says necessarily that it's the new blogging, but it's area of information dissemination andconsumption 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 itselfmeans so many different things to different people, but the usually what blogging is it'san individual or an organization that has a particular point in view and theywant to express that point in view. Traditionally they've done that through, youknow, the written word. They might also do that through video and podcasting, of course, is a third way...

...to do that, in a waythat's, you know, more amenable to, as I said, commute and UNenvironments in which the the reading or the video watching is not is notviable for folks. So I think that it's another part of the mix ofbeing 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. Soit expands if someone's thinking about doing a podcast, it can expand the audiencethat 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 atonce you've got the content, once you record it, the podcast you shouldbe pretty straightforwart what you will take a little bit of time and, Ifalse and money, but should be pretty straightful what to put that into ablock pust or put that into some sort of Ozzal type of content. Maybenot a video, because that's that's studden as all media moved together on youwould have to Redo it. But once you've got the recording, you canalso use it's in a differnt way or...

...put it through and those are mediumsyou almost give the choice to. You're the community, you want to talkto, our you want to engage with to almost pick and choose from fromfrom the different medium which one is the most convenient for them, depending onthe 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 asa way to also engage with clients or with prospects of I guess people willalready engage with that. Will coming back to the sort of leadership that willbe engaged with us, have a chat with us, potentially speak with someof our it does as well, but then realize that we've got all thatgreat 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 wantto play just so, for example, you get a video but you're inthe middle of the office and you don't have you I'd set on you gontwatch it so you get so it's always very practical to have those different mediumand that's also one of the reason why we are doing it. So ifI was to advise any of the technology vendors we walk with, and wehad a few that already came to us...

...and asked us what he would taketo get started, and obviously we've got top perspective, but we've got aperspective from operatics, which is slightly different from the business, which is slightlydifferent from the type of content they want to create and all that. Butfrom your perspective, from a vendor of perspective, but casting on the futurefait, if we are to advise any of our clients or partners about doingit themselves, what would you say is the first pieces of the fell stepsthat you would provide them? HMM, don't worry about the technology. Thetechnology is easy. That would be my first advice to what you have tostart with is a mindset and the host, and I think that that is soessential because podcasting to blogging, to a traditional blog that you were talkingbefore videos. I like the difference between 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 whois actually going to facilitate the podcast. And you may have a podcast whereis just someone talking or you may have an interview, which is the formatthat we do. But either way that decision is absolutely essential because the podcastis going to live or die based on how concise, how clear, howwell thought through and, frankly, how entertaining and interesting a facilitator and theguests or just the the speaker are right. So that's number one. You've gotto figure out who the people are that are going to actually be providingthe content and able to talk the content in an expert manner. And combinewith that, there's also the mindset, because I do believe that many companiesfall into this trap where they think the podcast is a way to advertise theirmaterials and no one wants another ad, but no one wants an ad foryour company. They want to learn something. And so starting with a mindset thatevery 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 tofacilitate or lead. That is essential.

Okay. So it's truly about thepeoples of the guests and the US. That, the end of the day, it is because this is all about connection. Content is about connection andthe beauty of the podcast versus the written word is you have personality and humanityattached to it. So it's got to be something that connects that personality inthat humanity has to be something that connects with, of course, the audiencethat 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 howyou 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 ourtime, but are you planning on going to end use out themselves and findingsome 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 notwhat's happened in the past but what's going to happen in the future, andthose experts can come from all different roles.

If I think about the folks thatthat we've got lined up, we've got you, for from multiple differentcompanies. We've got experts and you know, and like, for example, thethe person who did the original technology for Sirie I was working a lotof interesting ai stuff. So in my mind again, it's like you're hostinga show and you have to understand your audience really well and then it doesn'tnecessarily 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 normallywhat I do we keep our podcast short. We keep them to about ten minutesor so. Sometimes they're a little longer, but not much. AndI'll have a topic that me and the guests have talked about. So itcould be five g. what's the implication of five g? or it couldbe blockchain beyond crypto currency. Right. These are the type of topics andthen we talked about what are the one or two key Aha points we wantto get across in the session, because in ten minutes you can really onlyget one or two key points across. But we don't practice it because ifyou practice it then it becomes to artificial.

So we just know what the keypoints are and we know the topic and it's the host responsibility to keepit really moving and flowing effectively and as long as we can make those keypoints have a really kind of engage back and forth between us, then Ifeel like it's a successful podcast. Well, you've got it figured out. Imean this is this is a best procticities best. So now we knowwe'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 wetry to what from our site is also to connect with some potential clients ofus, so also have that sort of interaction, you know, where youknow, 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 questionthat we asked about how do I get on doing podcasts? If I ama technology vend one? I'm really in to find new medium to to speakto my to my community. Now, if anyone wants to connect with yourselfor connect with mobile ion, what is...

...the best way to get in touch? Well, you can certainly come to our website, which is dub dotmobile ironcom, but we also have an email specifically for the podcast called rethinkat Mobile Ironcom, and so you can certainly send an email to that aswell and we'll get that and absolutely respond back. What has great. Manythanks 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 generationfor technology companies worldwide. While the traditional concepts of building and managing inside salesteams inhouse has existed for many years, companies are struggling with a lack offocus, agility and scale required in today's fast and complex world of enterprise technologysales. 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 anepisode, subscribe to the show in your...

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

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