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In this episode of The Casted Podcast, join host Lindsay Tjepkema as she sits down with content entrepreneur and seasoned marketing leader, Erin Balsa. Discover the invaluable insights Erin gained during her successful career journey, from being a marketing director at The Predictive Index to founding her own business.
Erin shares her experiences leading a dynamic content team and building diverse content, including interactive courses, certifications, and engaging documentaries. Tune in to understand how her passion for category creation and thought leadership reshaped her path and inspired her to launch a business centered around talent optimization.
Delve into the challenges content leaders face when navigating internal conflicts and learn how to align teams for exceptional results. Lindsay and Erin discuss the significance of co-planning and breaking down silos to foster seamless collaboration between marketing, sales, and product teams.
Listen in for:
🫡 05:31 - 10:46 The crucial role of content leaders in sales-led companies
💥 14:35 - 22:21 Drive your content's success by adapting to change and foster cross-functional collaboration
🎨 29:27 - 34:09 The art of knowing when to grind and went to rest
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Paul Roetzer, the Founder & CEO of Marketing AI Institute, joins The Casted Podcast to talk about AI's impact on marketing!
In this episode, Lindsay and Paul dive into the world of AI and how it can revolutionize the podcasting landscape. From transcription and summarization of audio to enhancing production quality and even generating custom bumper music, we explore how AI technology is streamlining processes and unlocking creative possibilities. Discover how podcasters can leverage AI for efficient news curation, scripting assistance, and generating engaging content across various formats. We also discuss the power of amplification and content strategy, sharing real-life examples of how AI transforms how podcasts are created, promoted, and consumed. Whether you're a podcaster looking to optimize your workflow, a curious listener intrigued by the possibilities of AI, or a marketing professional seeking innovative strategies, this episode offers valuable insights and practical applications. Tune in to explore the exciting intersection of AI and podcasting, and prepare to be inspired by the endless opportunities that lie ahead.
Listen in for:
👾 07:09 - 09:09 The Transformation of Marketing: Understanding the basics of AI, and it's impact
👯 10:22 - 14:23 Utilizing AI as a creative ally in marketing initiatives
🦄 16:20 - 19:14 Nurturing Creative Potential: Empowering young minds with responsible AI
🔋 22:14 - 26:28 The power of a Marketing AI Podcast, from content strategy to exponential growth
🗝️ 26:31 - 29:08 The impact amplification can have for your marketing initiatives
💥 31:02 - 33:16 Exploring the potential of AI in podcasting
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Claire Suellentrop is a Co-Founder and COO of Forget The Funnel, a product marketing and growth consulting firm, and joins the show today to dive into the customer-led growth framework.
In this thought-provoking episode, Lindsay and Claire share customer-led growth strategies, uncovering the secrets to success in today's marketing landscape. Discover the power of customer-centric content and its impact on podcasts, and explore how to leverage customer research and build meaningful connections with your audience. Tune in for practical tips and inspiring insights as we navigate the future of marketing strategies. Prepare to transform your approach, adapt to challenges, and embrace customer-driven success.
Listen in for:
👯 02:27 - 05:55 The power of human connection in Forget the Funnels journey
📣 06:11 - 11:02 How listening to their audience sparked a successful workshop series
🔥18:17 - 22:20 The resilience of customer-led growth
🫡 23:24 - 26:01 Empowering Marketers: How to get started with the customer-led growth framework
🔮 29:51 - 31:51 Customer-Centric Content: Paving the way for the future of marketing strategies
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Ryan Brock is the Chief Solution Officer at DemandJump and co-host of the Page One or Bust! Podcast AND today's guest on The Casted Podcast.
He and Lindsay dive into the ever-evolving marketing, SEO, and content creation world. These two explore cutting-edge strategies, industry insights, and actionable tips to help marketers thrive. From pillar-based marketing and AI-driven content to the future of search and podcasting, they uncover the latest trends and empower you to elevate your marketing initiatives. Tune in and gain a deeper understanding of audience-central approaches, and unlock the true potential of creativity in a tech-driven era.
Listen in for:
🫡 04:12 - 11:05 Pillar-Based Marketing: Revolutionizing SEO with data-driven strategy
🎯 13:18 - 18:00 The power of listening to your audience
🗝️ 18:49 - 22:03 Unlock the potential of your podcasting through multimedia content
🔍 22:09 - 26:31 Podcasting in the evolving search landscape
🔮 27:05 - 29:53 Elevate creativity in the age of AI and embrace human aspect in content
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With recent bank failures, rising inflation, and AI threatening to replace human employees in a wide range of industries, there’s a lot of scary noise in the marketplace right now. It can all feel like a bit too much. And as marketers, we already have a bit too much to do. What does the future look like? Where is the economy heading? How can we be “recession proof?”
That’s why we’re (re)introducing (Re)Sessions, a special four-episode series we've curated to answer the questions on every marketer's mind when dealing with the most certain thing — uncertainty. You'll hear from content marketing leaders and get their take on what may lay ahead — Rachel Downey, Founder and Executive Producer at Share Your Genius, Jeff Coyle, Co-founder and Chief Strategy Officer at MarketMuse, Devin Bramhall, former CEO of the content marketing agency Animalz, and Julian Lewis, Co-founder of StudioPod Media.
In this series, host Lindsay Tjepkema digs deep with each expert to get their advice on what to do when budgets get slashed, headcount gets lowered, and the marketer’s to-do list gets longer. For instance, while it might be tempting for some brands to liquidate their marketing teams and budgets, long-term growth depends on maintaining a relevant brand presence in the market and investing in innovation, technology, and automation where appropriate.
While no strategy can guarantee total immunity from a recession, marketers can be better prepared and proactive in helping their businesses navigate uncertainties more effectively.
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Unlock the hidden potential of podcasting and revolutionalize your marketing strategy.
April Dunford is the author of Obviously Awesome and the Founder of Ambient Strategy, where she helps growing B2B companies by developing positioning to stand out in the market.
Today, she and Lindsay explore the power of different content modalities and share insights on how companies can experiment with various formats to engage their target audience better. Discover the secrets to creating a standout podcast, positioning it against the competition, and leveraging video for a more significant impact. Whether you're a marketing professional or a business owner, this episode can help you unlock your podcast's potential and stay ahead in your marketing initiatives.
Listen in for:
🔥 02:34 - 06:45 The importance of positioning & elevating marketing beyond tactics
💡 08:50 - 12:51 Adapt your marketing strategies to customer needs and market opportunities
🏎️ 13:12 - 15:46 Drive your marketing results by identifying what works and amplify your success
🗝️ 20:24 - 23:38 Harness the power of your podcast and fuel your growth
🧪 24:43 - 26:42 Experiment with content formats to boost audience engagement
🔮 31:22 - 33:39 Standing Out & Staying Ahead: Navigating the competitive podcasting landscape
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Ready to revolutionize your brand's content strategy? It's time to unveil the untapped power of podcasts and how they can catapult your business to new heights of influence and thought leadership.
In this episode, Adam Shoenfeld and our host Lindsay Tjepkema dive into the world of podcasting and the evolving landscape of content creation for brands. They discuss how young companies can leverage podcasts to tap into expertise, engage with their audience, and establish themselves as thought leaders. Join us as Lindsay and Adam share their insight on the changing dynamics of building a media company in today's digital age and a look at the future of podcasting and its impact on brand building and content strategies.
Listen in for:
🔥 06:28 - 08:40 Early Adoption of Media and Content Strategies for Growing Companies
🤝 11:11 - 13:47 Unveiling Growth: From PeerSignal to Keyplay - A Journey of Media and SaaS Innovation
🌐 16:46 - 18:31 Lower Entry Costs and Increasing Competition in the Content Era
🧩 18:53 - 22:03 The Impact of AI on Marketing and the Urgency for Data-Driven Insights
🍿 23:15 - 26:04 Balancing Automation and Human Touch in Content Creation
🗝️ 27:14 - 31:13 The Missed Opportunity of Webinars and Events Without Podcasting
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If you're frustrated and overwhelmed because your podcasting efforts must improve brand recognition or audience understanding, then you are not alone!
Many marketing managers need help consistently producing high-quality, engaging content that resonates with their target audience, leading to low listener numbers and lackluster results.
It comes down to focusing on aligning marketing efforts with sales goals!
Meet Eric Quanstrom, the dynamic Chief Marketing Officer at CIENCE Technologies and a passionate advocate for the power of podcasting in B2B marketing strategies. With a rich experience that spans almost six years at CIENCE, Eric has helped the company excel in thought leadership and community building through engaging podcasts and video content. Eric shares his unique perspective on how podcasts can drive brand awareness, foster customer trust, and enhance employee engagement.
Listen in for:
🏆 06:40 - 07:55 Measuring success through directing traffic to your website
🎙️ 09:20 - 12:15 Podcasting not only serves your marketing initiatives but your company as a whole
✅ 13:01 - 15:33 Measure twice, cut once: How to get executive buy-in
🚀 19:01 - 22:28 How to leverage podcasts for outbound lead generation and brand building
🤖 24:03 - 26:09 The impact of AI on the future of marketing
Connect with Eric: https://www.linkedin.com/in/quanstrom/
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Do you strive to establish genuine connections and build trust with your audience?
If so, it's time to leverage the power of podcasting as an effective content strategy. As a founder or marketing leader, you can establish authentic relationships with your customers through podcasting. Join Stijn Hendrikse, as he shares the solution to achieving this result and establishing trust and authenticity with your audience.
Stijn Hendrikse is a talented entrepreneur, author, and marketing expert hailing from the Netherlands. With over two decades of experience in the B2B software industry, Stijn has successfully built and scaled numerous companies. Having moved to the US 20 years ago, he founded Kalungi, a growth agency, five years ago. Stijn is also the author of the popular book "T2D3.pro," which offers a playbook for scaling B2B SaaS companies. As a thought leader in the marketing world, he has helped many businesses connect with their audiences in meaningful ways through creative content strategies.
Listen in for:
☯️ 01:27 - 03:36 The art and science of marketing: How T2D3 came to be
🫡 06:18 - 08:01 Thought leadership begins with solving a problem your audience can't solve on their own
🔥 08:34 - 11:08 Utilizing the why/how technique to get to the core of your value
🧪 16:27 - 18:47 New ways of measuring your marketing impact
🧩 20:30 - 21:51 Why it's important to take ownership of your content
🔮 29:15 - 32:44 A look into the future of podcasting
Connect with Stijn
https://www.linkedin.com/in/stijnhendrikse/
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Are you frustrated with your ABM efforts despite creating quality content and promotion? As B2B marketers, we often get carried away with creating generic, one-size-fits-all content that fails to connect with our target audience on a personal level.
That's where the power of personalized podcasting comes in, driving stronger relationships, better engagement, and more sales.
Our special guest Jim Gilkey, an experienced Senior Account Executive at Terminus and host of Account Based Beverages, joins us to discuss how to build genuine relationships in the B2B marketing landscape, leverage the potential of podcasting in amplifying your account-based marketing initiatives, and avoid the trap of superficial personalization. Learn the critical factors for measuring the success of your podcasting efforts in tandem with your ABM strategies and prepare for the next wave of B2B podcasting with innovative content styles.
Listen in for:
👫 5:03-6:02 Why building genuine relationships is essential in the B2B marketing landscape.
🛠️ 09:28 - 13:40 Building your ABM strategy begins with investing in your community
🌟 15:39 - 20:32 We've entered a new era of marketing initiatives.
💡21:24 - 24:35 Your ABM strategy is a marathon, not a sprint. Trust the process, measure what you can
🧩 28:49 - 31:38 Get started. Perfecting your ABM strategy comes from testing and learning from your initiatives
Connect with Jim:
https://www.linkedin.com/in/jgilkey/
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Welcome back to the newest season of The Casted Podcast where we delve into the world of B2B marketing and explore how podcasts can be a game-changer for businesses. In this season, we discuss the importance of experimenting with different marketing strategies and personalizing your approach, we explore how podcasts have exploded in popularity as a medium for content consumption and how competitors are using them to educate prospects, and we cover the power of podcasting to achieve business goals and discovering how podcasts can help you gain a voice and boost your marketing efforts.
On this trailer of The Casted Podcast, dives into:
👋 0:00 - 0:22 Meet the host and learn what The Casted Podcast is about
🎙️ 0:22 - 0:55 Hear from upcoming guests about the importance of podcasts
😁 0:55 - 1:16 Why you should stay tuned for the upcoming episodes
Resources:
Subscribe to The Casted Podcast
Casted’s website
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*Head over to The Amplified Marketing Podcast to listen to the complete series on how to grow your B2B podcast!
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Is it possible to be a marketer in 2023 who gets to do cool, creative things AND drive real business results?
Yes. Yes it is.
Here’s how we know: It’s being done daily in the B2B podcast space.
Amazing, creative shows are the driving force of measurable business impact—like market research, ABM strategy touchpoints, category creation, and even 6-figure deals closing (yes, seriously!). And in our new series, that’s exactly what we’ll be exploring. Based on Casted’s B2B Podcast Maturity Curve, this series will dive into each stage of a B2B podcast’s growth—providing marketers like you with real examples and real measurable goals to set for each stage of building and growing your value-driven show.
So, here’s to marketers everywhere doing cool, creative, results-driven things this year.
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If there’s one thing we’ve learned from today’s social media landscape, it’s this - people crave authenticity.
Meg Johnson, Manager of Creative Strategy at OpenView, believes that the key to building a genuine connection with your audience is through being vulnerable and building trust over time.
“The first step to resonating is creating some sort of connection over a shared memory or a shared story - a vision.”
Here are some highlights from the conversation with Meg:
🤔 3:12 - 4:59 Is authenticity scalable?
👩🔬 12:07 - 13:47 How to test and refine content
😎 25:09 - 29:18 Being confidently yourself with your audience
Resources:
https://openviewpartners.com/
BUILD with Blake Bartlett: https://podcast.openviewpartners.com/public/32/OV-|-BUILD-21cbd466
PLG123: https://www.youtube.com/playlist?list=PLRHgNxkQBpfYJrXjUuLgUR0Mg_y54_jhl
Weekly Walk with Casey Renner: https://www.youtube.com/playlist?list=PLRHgNxkQBpfbb4QmSW6YcFOgMVnLB2_AL
Connect with Meg: https://www.linkedin.com/in/redheadmeg
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In order to maximize the potential of your brand’s podcast, it’s important for your show and business plan to coexist. Growing a strong community relies heavily on this.
Rowan Tonkin is the Chief Marketing Officer of Planful and Peter Mahoney is the General Manager of Marketing Performance Management at Planful, formerly the founder and CEO of Plannuh. The two host their own respective podcasts and have built their shows with a broader scope in mind.
Listen in as Rowan and Peter discuss:
💭 8:37 - 10:21 Looking at the bigger picture
🧑💻 11:04 - 13:21 The importance of consistency
🎉 18:30 - 25:20 The merging of brands and acquiring new strategies
Resources:
https://planful.com/
https://www.plannuh.com/
The Next CMO: https://www.plannuh.com/the-next-cmo-podcast/
Being Planful: https://being.planful.com/public/102/Being-Planful-663b4931
Connect with Peter: https://www.linkedin.com/in/pemahoney
Connect with Rowan: https://www.linkedin.com/in/rowantonkin/
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“Will this move the business forward?”
This is such an important question to ask yourself when launching a podcast for your brand.
Tim Glomb is the VP of Global Content at Marigold (formerly CM Group). He is also a co-host of Cheetah Digital’s “Thinking Caps”, a podcast that strives to help marketers adapt to the ever-changing industry.
On this episode of The Casted Podcast, Tim dives into:
🚘 5:20 - 8:37 How podcasting drives business forward
📚 11:15 - 13:10 Transforming written reports into snackable video content
🤝 15:59 - 19:48 The impact video has on business and relationships
Resources:
For more information, check out Marigold: https://meetmarigold.com/Listen to Thinking Caps: https://thinkingcaps.cheetahdigital.com/public/85/Thinking-Caps-e0c06436Connect with Tim: https://www.linkedin.com/in/timglomb -
The pandemic caused a lot of people to pivot strategies to digital, and Oak Street Funding was no different. Where did they land? On a podcast.
Kira Singer is the Senior Marketing Coordinator and Producer at Oak Street Funding, a small business lending company. She’s been instrumental in growing their digital marketing presence, including launching their successful podcast, OnPoint with Oak Street Funding.
From the challenges of starting a podcast from scratch to evolving it into the amplified content marketing strategy it is today, Kira spills all the secrets on how Oak Street got there. Tune in to hear:
📝 How to maximize your reach and gain insights on digital marketing success with a content amplification strategy
📣 The importance of having a consistent voice for their podcast and across all of their content
💥 Common challenges that occur as your podcast matures and how to tackle them
Resources:
For more information check out Oak Street Funding:
https://www.oakstreetfunding.com/
If you want to listen to their show, OnPoint with Oak Street Funding:
https://podcast.oakstreetfunding.com/public/111/OnPoint-with-Oak-Street-Funding-1f285e29
Connect with Kira:
https://www.linkedin.com/in/kira-singer/
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Individuality, entertainment, and humanness. These three characteristics are just as important to marketing as metrics and education.
In a world of e-commerce and marketing technology, Vern Tremble and his team at Wunderkind strive to provide valuable content that is both entertaining and informative.
Vern is the Senior Director of Marketing and the host of the podcast "Individuality Unleashed", which explores what makes brands unique and how to drive success.
He sits down with Lindsay to describe how Wunderkind’s podcast came to be, and the investment it takes to create something great. Listen in to hear two marketers and podcasters discuss the deeply important pieces of marketing that get put to the side from time to time: human stories, individuality, and entertainment.
Listen in to hear:
🌱 What it takes to start and grow a successful podcast from the inception
💡 The importance of content being both entertaining and informative
🤑 Creating a podcast isn’t just for fun—what’s your business use case?
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Strongly setting the intention for your podcast is crucial for success. Without intentional goals and ways to measure your progress, it’s hard to see where you’re going. In this podcast episode, Michael Lynn describes the origin story of MongoDB's journey into podcasting, and how it has evolved over time into the intentional and successful podcast it is today.
"I wanted the podcast to be a great place where you can get great information and learn about not only MongoDB, but the way that other software developers are improving the velocity of their development efforts."
Michael Lynn is the Principal Developer Advocate at MongoDB, and the host of the MongoDB Podcast, a show that aims to inspire, motivate, and educate software developers. He has been instrumental in growing the podcast from its humble beginnings to the successful show it is today. What started as a two-man show has evolved into something even more intentional, and they’ve expanded to have multiple hosts.
In this episode, you will learn:
💪 02:29-03:32 The importance of knowing your mission and goal for your podcast
🚀 03:43-04:48 How to get your podcast off the ground with minimal tech and team
❤️ 10:28-11:32 Why human-forward stories are worth sharing, even on a software development podcast
Resources:
Connect with Michael:
https://www.linkedin.com/in/mlynn/
Check out the MongoDB podcast: https://podcasts.mongodb.com/public/115/The-MongoDB-Podcast-b02cf624
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While some B2B brands launch podcasts and video series as experimental side projects, other brands intentionally set out to make those easy-to-consume channels the chief drivers of their overall marketing strategy.
Zylo is one such brand, and on this episode, CMO Meredith Albertson and Content Marketing Manager Nicole Wood share how they launched their podcast SaaSMe Unfiltered with the goal of building their overall marketing strategy around the show.
Key Takeaways:
🔥 04:29-07:37 Why SaaSMe Unfiltered Was Strategically Aligned from the Start
🗣 08:23-09:32 How Zylo Differs from Traditional B2B Marketing
🧠 16:43-18:39 Podcasting Revenue is a Long (but Smart) Game
🧃 22:55-26:32 Squeeze the Juice Out of All Your Content
📐 29:54-31:46 Measuring the Value of Your Content
📣 36:53-38:09 How Amplified Marketing Impacts the Business
🎧 39:04-40:26 Advice on Proving a Podcast’s Value to Your Brand
Check out SaaSMe Unfiltered
https://podcast.zylo.com/public/112/SaaSMe-Unfiltered%3A-The-SaaS-Management-Podcast-c316deea
Connect with Meredith and Nicole
https://www.linkedin.com/in/meredithpmorgan/
https://www.linkedin.com/in/nicoleewood/
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Whether you’re thinking about starting a podcast or have been behind the mic for years, Megan Noel from Trava has some insights and creative ideas to help craft your podcast strategy.
Megan’s team at Trava started their podcast in October of 2022. So why did they start? And where is it taking them? For one, Megan is starting with the basics—what do they do and why do they do it. Tune in to hear:
3️⃣ questions that will help you craft a successful (podcast) content strategy
👩 Megan’s unique perspective on podcast content (plot twist: it’s NOT about thought leadership)
🎙️What you need to know if you’re thinking about starting a podcast
Check out The Tea on Cybersecurity
https://listen.casted.us/public/121/The-Tea-on-Cybersecurity-1fc5710e
Connect with Megan
https://www.linkedin.com/in/megansnoel/
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