B2B Brand/Company - Successful Podcasts

Goals

Identify case studies of successfully branded B2B podcasts with metrics to demonstrate that the podcast has led to increased sales, leads generated, brand awareness, or other benefits.

Early Findings

Shopify

  • Shopify produced a podcast called TGIM until 2016 which aimed to reach ambitious entrepreneurs early in their careers. Through the podcast, Shopify hoped to increase brand awareness among this sector and increase the likelihood that they will choose Shopify for their e-commerce needs.
  • Shopify is currently producing two podcasts, Masters and Vanguard.
  • Shopify powers over 275,000 retailers in 150 countries.
  • Through its podcast and blog, Shopify has defined its brand as the go-to destination for entreprenuers.
  • The producer of Shopify's TGIM podcast, Pacific Content, says that branded podcasts are not focused on short-term conversions, but developing a positive first-impression and relationship with a brand. This long-term approach explains the lack of clear metrics for the success of branded podcasts.

Other B2B Podcasts

Proposed next steps:

You need to be the project owner to select a next step.
In this hour of preliminary research, we were unable to find clear metrics on the increased sales, leads generated, brand awareness, or other benefits from producing B2B podcasts. One explanation for this may be that podcasts focus on building a long-term relationship with potential clients and measuring the impact of this is difficult to quantify. However, we can continue to search for metrics by further examining the B2B podcasts identified in this hour of research (Digital Marketing Podcast, The Content Champion, Duct Tape Marketing, RISE Podcast, The Art of the Hustle, On Life and Land) or the B2B podcasts identified in previous requests (GE, ZipRecruiter, Basecamp, Slack, Dell Luminaries, Customer Support Podcast). We recommend creating two requests, each of which would examine three of the B2B podcasts identified in this hour of research. For each podcast, we would identify the company that produces it, the target audience, the style of the podcast, and any metrics for the success of the podcast, like increased sales, leads generated, brand awareness, or other benefits.
Alternatively, we could widen our search to identify 2-3 case studies of B2C and B2B businesses that have successfully created branded podcasts. For each case study, we would identify the name of the company, the name of the podcast, the target audience, the style of the podcast, and metrics for the success of the podcast, like increased sales, leads generated, brand awareness, or other benefits.
Other: You tell us how to proceed.