#WhyPodcastsWork 18: How Podcasts Create Better Case Studies (In Less Time) w/ Rebecca Kalogeris

WEBVTT 1 00:00:05.320 --> 00:00:08.150 Hey there, this is James Carberry, founder of sweet fish media and one 2 00:00:08.189 --> 00:00:10.869 of the cohosts of the show. For the last year and a half I've 3 00:00:10.869 --> 00:00:14.189 been working on my very first book. In it I share the three part 4 00:00:14.189 --> 00:00:18.469 framework we've used as the foundation for our growth here at sweetfish. Now there 5 00:00:18.510 --> 00:00:22.579 are lots of companies that have raised a bunch of money and have grown insanely 6 00:00:22.739 --> 00:00:25.980 fast. We've talked to a lot of them on the show. We've decided 7 00:00:26.019 --> 00:00:31.539 to bootstrap our business, which usually equates to really slow growth, but using 8 00:00:31.579 --> 00:00:35.539 the strategy outlined in the book, we're on pace to be one of inks 9 00:00:35.619 --> 00:00:39.689 fastest growing companies in two thousand and twenty. The book is called content based 10 00:00:39.770 --> 00:00:44.369 networking, how to instantly connect with anyone you want to know. I'm thrilled 11 00:00:44.490 --> 00:00:48.210 to tell you that the book has officially launched. If you're a fan of 12 00:00:48.289 --> 00:00:51.560 audio books like me, you can find the book on audible, or if 13 00:00:51.560 --> 00:00:55.039 you like physical books, you can find it on Amazon. Just search content 14 00:00:55.200 --> 00:01:00.920 based networking or James Carberry. That's car be aary in audible or Amazon and 15 00:01:02.000 --> 00:01:04.590 it should pop right up. If you're listening to this between January seven and 16 00:01:04.590 --> 00:01:08.510 January ten, you can snag the kindle version of the book for just ninety 17 00:01:08.549 --> 00:01:14.590 nine cents. All right, let's get into the show. Welcome back to 18 00:01:14.750 --> 00:01:18.269 be to be growth. I'm Logan lyles with sweet fish media. Today is 19 00:01:18.349 --> 00:01:23.379 another episode in our hy podcast work series where we're talking to be tob marketers 20 00:01:23.420 --> 00:01:26.420 that are using a podcast as part of their content, marketing and thought leadership 21 00:01:26.459 --> 00:01:30.219 efforts. For there be to be brand. We're actually joined by a repeat 22 00:01:30.299 --> 00:01:34.370 guest, Rebecca Kelly Jiras. She's the VP of sales and marketing over at 23 00:01:34.489 --> 00:01:38.209 pragmatic institute. We had her back on episode one thousand one hundred and twenty 24 00:01:38.209 --> 00:01:42.170 seven, talking about what marketers wish they could say to their CEOS. As 25 00:01:42.170 --> 00:01:45.930 a great one. You should go back and check the show notes for that 26 00:01:46.090 --> 00:01:48.719 episode if you want to check it out. Today we're going to be talking 27 00:01:48.840 --> 00:01:53.640 to Rebecca about her role as the host of the pragmatic live podcast. Rebecca, 28 00:01:53.680 --> 00:01:56.159 welcome back to the show. Thanks, log going to thrill to be 29 00:01:56.239 --> 00:01:59.159 here. Awesome. We are going to be talking a little bit about your 30 00:01:59.200 --> 00:02:02.390 podcast journey. You guys have been doing a a regular show for some time 31 00:02:02.510 --> 00:02:06.870 and we're going to talk about what the show is, who it serves and 32 00:02:06.989 --> 00:02:09.189 what your experience has been like. For folks who haven't heard you before on 33 00:02:09.229 --> 00:02:13.430 the show, give us a little background on yourself and the team at pragmatic 34 00:02:13.509 --> 00:02:16.379 institute to kick things off today. Thanks, Logan. So I have been 35 00:02:16.580 --> 00:02:22.060 in marketing and product marketing my entire career and most of that career I have 36 00:02:22.180 --> 00:02:25.060 spent in the technology space. Back in two thousand and five, the company 37 00:02:25.099 --> 00:02:29.500 I was working at, we were growing very rapidly and it was clear that 38 00:02:29.620 --> 00:02:34.330 we needed to evolve our product in our product offerings, and we didn't have 39 00:02:34.449 --> 00:02:37.250 a lot of clarity on the best way of do that. So I thought, 40 00:02:37.289 --> 00:02:39.569 you know what, we need a product management team. Let me start 41 00:02:39.569 --> 00:02:43.090 a product management team. The CEO was all in and I thought, yeah, 42 00:02:43.169 --> 00:02:45.599 this is great, and then I thought I'm not entirely sure how to 43 00:02:45.639 --> 00:02:47.759 do that. I should go to a training and I did and I went 44 00:02:47.800 --> 00:02:54.199 to this amazing training and absolutely changed the trajectory of my career both within the 45 00:02:54.240 --> 00:02:58.360 Cup News in and then as I left. Moving forward. Turns out, 46 00:02:58.669 --> 00:03:01.509 and in a wonderful moment of kisnt six years later, that company was hiring 47 00:03:02.069 --> 00:03:06.229 for the someone to lead their marketing group, and so that's right. So 48 00:03:06.270 --> 00:03:09.189 I met pragmatic institute. This is what we do. We teach companies how 49 00:03:09.310 --> 00:03:15.340 to build and market products that people love and that they buy, and to 50 00:03:15.419 --> 00:03:19.180 do this in a way that is far more predictable and dependable than we often 51 00:03:19.219 --> 00:03:21.659 see. We see a lot of you know, it's like ninety two percent 52 00:03:21.740 --> 00:03:25.340 of new products fail, and that's across startups and large company. So making 53 00:03:25.379 --> 00:03:29.409 sure that you're doing the right thing for the right people at the right time 54 00:03:29.569 --> 00:03:34.610 is really, really important and we are passionate about teaching people that and that's 55 00:03:34.610 --> 00:03:37.009 what we do. Awesome, Rebecca, I love it. So, as 56 00:03:37.050 --> 00:03:39.930 we move on in your story, after you were at pragmatic institute for a 57 00:03:39.969 --> 00:03:44.240 while, at some point you guys decided to start your own podcast. Can 58 00:03:44.280 --> 00:03:46.280 you tell us a little bit about the show that you guys have now, 59 00:03:46.439 --> 00:03:50.479 your role as a host and kind of the journey to getting there? What 60 00:03:50.639 --> 00:03:53.120 made you guys want to start a podcast as part of your own marketing efforts? 61 00:03:53.400 --> 00:03:58.110 solutely so. Our show is called pragmatic life and what we do is 62 00:03:58.349 --> 00:04:04.110 collect stories from product marketers and product management professionals about their journeys throughout their careers, 63 00:04:04.150 --> 00:04:08.430 right from when they started to tips and tools that they can share with 64 00:04:08.509 --> 00:04:12.939 people, how they've implemented what we've trained them, the problems that they've encountered, 65 00:04:13.099 --> 00:04:15.860 the solutions they've come up with, and we let them kind of share 66 00:04:15.939 --> 00:04:18.939 their passion and share their story and then we send it out to the audience. 67 00:04:18.980 --> 00:04:24.529 That that's our goal, right as how do I capture stories from practitioners 68 00:04:24.569 --> 00:04:29.050 in the field, share that with others and provide it's not only real world 69 00:04:29.089 --> 00:04:33.170 trench stories, but actionable advice that people can start to use immediately. So 70 00:04:33.290 --> 00:04:38.250 that's the goal of our podcasts and really the genesis of it. One of 71 00:04:38.290 --> 00:04:41.600 the things we teach, one of the things we're passionate about, is you 72 00:04:41.680 --> 00:04:45.240 know what you build and how you market it is all based on an understanding 73 00:04:45.279 --> 00:04:47.920 of your market, and so, as that, we drink our own champagne, 74 00:04:48.000 --> 00:04:50.600 as we like to say, and we go out and talk to our 75 00:04:50.639 --> 00:04:55.189 market very regularly, and one of the things that came through very clearly was 76 00:04:55.550 --> 00:05:00.230 one that they wanted more of these stories and they wanted them in a way 77 00:05:00.269 --> 00:05:02.589 that was easy for them to consume. And then when we surveyed and ask 78 00:05:02.629 --> 00:05:09.180 them about how they liked to consume information, podcasts we're showing a real trend 79 00:05:09.220 --> 00:05:13.819 and in an upward direction. And it wasn't anything we had experience in and 80 00:05:13.939 --> 00:05:15.540 it wasn't anything we knew how to do, but we could see that this 81 00:05:15.699 --> 00:05:19.620 was going to be a bigger and bigger choice for the market and a bigger 82 00:05:19.660 --> 00:05:24.569 avenue for them that they wanted to hear from us, from so we just 83 00:05:24.610 --> 00:05:26.410 said, you know what, let's just jump in, let's do it, 84 00:05:26.529 --> 00:05:29.170 let's give it a try. Yeah, I love the way that you guys, 85 00:05:29.569 --> 00:05:31.889 you know, asked your audience. I'm a big Fan as I'm talking 86 00:05:31.889 --> 00:05:35.519 to folks about their own podcast strategy. Well, we're not sure if you 87 00:05:35.639 --> 00:05:40.720 know our audiences really, you know, engaging with podcasts, and my you 88 00:05:40.800 --> 00:05:44.439 know, my response is will ask them, because the macro trends that show 89 00:05:44.600 --> 00:05:47.639 that we're all listening to more podcasts and more audiobooks. I was listening to 90 00:05:47.800 --> 00:05:51.750 Gary v SPEA could a do a keynote presentation, and he said how many 91 00:05:51.870 --> 00:05:56.430 people are listening to podcasts, and large number of hands go up. And 92 00:05:56.709 --> 00:06:00.470 how many people when you watch a youtube video, half the time you put 93 00:06:00.509 --> 00:06:02.709 your phone down and just listen to it, and even more hands go up 94 00:06:02.709 --> 00:06:05.899 right, and so the macro trends are pointing in that direction. Take some 95 00:06:06.019 --> 00:06:10.220 time to pull your audience. I mean we're big fans of, you know, 96 00:06:10.339 --> 00:06:15.459 repurposing content from a podcast because you can create content more quickly, which 97 00:06:15.500 --> 00:06:17.610 is something I think we're going to talk about in your story, and so 98 00:06:17.930 --> 00:06:21.170 it may feed into it, even if podcasts are aren't high on your list, 99 00:06:21.250 --> 00:06:24.730 but I like the way that you guys went into it with a bit 100 00:06:24.769 --> 00:06:27.810 of a data driven approach. Rebecca is, you and I were chatting a 101 00:06:27.850 --> 00:06:31.569 little bit offline. You mentioned some specific areas where you guys have measured and 102 00:06:31.959 --> 00:06:35.519 seeing the benefit of your podcast. One of the things that was kind of 103 00:06:35.560 --> 00:06:40.879 surprising to you is how much it kept people engaged. Can you speak to 104 00:06:40.959 --> 00:06:44.120 that a little bit? In you know, you saw people saying, Hey, 105 00:06:44.199 --> 00:06:46.079 we want audio content. This would be an easy way for us to 106 00:06:46.149 --> 00:06:50.389 consume it, but had some other benefits of keeping them engage with your content 107 00:06:50.550 --> 00:06:54.870 over all. Right, yeah, I think it's a really great medium for 108 00:06:54.949 --> 00:06:59.029 that. So you have to hook them with just one episode and then you 109 00:06:59.110 --> 00:07:01.660 get to watch them kind of go through your whole backlog of episodes and and 110 00:07:01.779 --> 00:07:06.540 it's it's a really easy way for them to consume different episodes, to flip 111 00:07:06.620 --> 00:07:10.779 through different ones. So it's all the work you've done in the past. 112 00:07:10.980 --> 00:07:13.139 Isn't like, oh, those are old, no one's going to hear them, 113 00:07:13.180 --> 00:07:15.850 those are in the past, they ran once. It's just a library 114 00:07:15.970 --> 00:07:19.889 of topics for them to explore and it's so it's really it's far more evergreen 115 00:07:20.050 --> 00:07:27.610 content than I think you would necessarily expect it to be and because we capture 116 00:07:27.649 --> 00:07:30.720 these real stories in the vignettes, it's it's it's evergreen in terms of the 117 00:07:30.759 --> 00:07:34.680 media but also in terms of the content. So you really have something that's 118 00:07:34.680 --> 00:07:40.800 got legs and it's not unusual for us to see a real sort of renaissance 119 00:07:40.839 --> 00:07:44.629 of an old issue or old episode that comes up that you know, eight 120 00:07:44.750 --> 00:07:47.709 months after we really said it's got this killer week because it just sort of 121 00:07:47.750 --> 00:07:53.149 sort of penetrated through and people found it, and that's really fun to watch. 122 00:07:53.189 --> 00:07:56.990 Yeah, absolutely. You know, you talked about telling the stories from 123 00:07:57.110 --> 00:08:00.220 in the trenches and that's, you know, part of our tagline, our 124 00:08:00.339 --> 00:08:03.899 typical intro here on bb growth as we're telling stories from in the trenches and 125 00:08:05.019 --> 00:08:09.220 trying to unpack tactic. So we approach podcasting very similarly to the way that 126 00:08:09.620 --> 00:08:13.410 you guys do at pragmatic institute. Something I've talked with other marketers about here 127 00:08:13.449 --> 00:08:18.209 on the show and offline is the fact that, you know, I've heard 128 00:08:18.250 --> 00:08:22.009 Dave Gearhart at drift, you know, kind of echo this that we're trusting 129 00:08:22.129 --> 00:08:26.089 marketing lesson. He talks a lot about being more human and authentic in your 130 00:08:26.170 --> 00:08:31.879 marketing and you know you guys have had some surprising ways that a podcast has 131 00:08:31.959 --> 00:08:35.639 helped you do that and reach people with that authentic voice, but also kind 132 00:08:35.679 --> 00:08:41.750 of surprising in how it accelerated the creation of that authentic content. That didn't 133 00:08:41.789 --> 00:08:46.350 take you longer to do. Can you speak to kind of the double sided 134 00:08:46.429 --> 00:08:50.070 benefit there, since you guys have been running your podcast for a while now? 135 00:08:50.389 --> 00:08:52.350 Absolutely so. The tone of our podcast is very much meant to be 136 00:08:52.429 --> 00:08:56.659 conversational, right. So it's a very organic conversation between myself or one of 137 00:08:56.700 --> 00:09:01.059 our other hosts and the the guest, and I think that authenticity of that 138 00:09:01.139 --> 00:09:05.740 conversation absolutely shines through and that's why it holds so much weight. Right. 139 00:09:05.820 --> 00:09:09.129 This is not, you know, there's no way I'm telling the the CTEO 140 00:09:09.250 --> 00:09:15.370 of box or the chief product officer at bay or any number of other places 141 00:09:15.730 --> 00:09:18.450 what to say and so to hear it and hear it in their own words 142 00:09:18.490 --> 00:09:24.679 the powerful impact that is so meaningful in an environment today we're always looking for 143 00:09:24.840 --> 00:09:28.720 customer reviews and customer feedbacks, so that that's the benefit that was expected and 144 00:09:28.840 --> 00:09:35.840 has absolutely been seen. The part that is lovely is in capturing customer stories. 145 00:09:35.200 --> 00:09:39.789 The traditional way of doing it are these written case studies and those take, 146 00:09:39.110 --> 00:09:43.830 you know, lots of interviews and a really long legal review process, 147 00:09:45.269 --> 00:09:48.750 and the podcast really don't. We've seen that executives at some of the biggest 148 00:09:48.750 --> 00:09:52.179 companies there's there's a lot of comfort and ability for them to pop onto a 149 00:09:52.299 --> 00:09:56.100 podcast and there's there's not that review cycle. Sometimes they want to hear it 150 00:09:56.220 --> 00:10:01.860 before it publishes, but that's that's the minority by far. And so the 151 00:10:01.980 --> 00:10:05.899 cycles and the and the the quickness at which you can release these stories and 152 00:10:07.019 --> 00:10:11.529 the type of sort of authentic, organic conversations that you can capture in this 153 00:10:11.730 --> 00:10:16.570 medium, to me is just extraordinarily different from not only sort of the written 154 00:10:16.570 --> 00:10:20.529 case studies or a really produced video, but even a Webinar tends to be 155 00:10:20.889 --> 00:10:24.639 more structured and more blocked down so that's been a really great advantage to the 156 00:10:24.720 --> 00:10:26.960 podcast. Yeah, I love that you guys are covering two bases. They're 157 00:10:28.000 --> 00:10:31.759 right. You're infusing more authenticity into the marketing if everyone I talk to is 158 00:10:31.840 --> 00:10:35.629 talking about utilizing the voice of the customer in their marketing podcast, seems like 159 00:10:35.710 --> 00:10:39.629 a kind of on the nose way to do that. And at the same 160 00:10:39.629 --> 00:10:41.669 time, so many marketing leaders I talked to, whether they lead a team 161 00:10:41.669 --> 00:10:48.429 of five or five hundred, they're trying to accelerate their content creation process to 162 00:10:48.909 --> 00:10:52.740 produce more of quality that can be used in and do it more quickly. 163 00:10:54.379 --> 00:10:56.940 The other thing that I'm hearing, you know, on the sale side of 164 00:10:56.980 --> 00:11:00.820 the house is that everybody's telling sales people and sales teams you need to add 165 00:11:00.860 --> 00:11:05.809 value. You need to be able to demonstrate that you understand your prospects point 166 00:11:05.850 --> 00:11:09.090 of view. Have you guys been able to kind of bridge the gap between 167 00:11:09.330 --> 00:11:13.450 marketing and sales with some of your your podcast content and seen the sales team 168 00:11:13.649 --> 00:11:18.840 use it in different ways? Absolutely, our sales team loves the PODCAST. 169 00:11:18.240 --> 00:11:22.519 I think one of the you know, it's if you've got a customer and 170 00:11:22.559 --> 00:11:24.440 they want to know if you've ever worked with a company like them. That's 171 00:11:24.440 --> 00:11:28.279 a very common thing where people want to make sure you really understand them and 172 00:11:28.320 --> 00:11:31.559 their industry and their problems. So when they can pull from a library and 173 00:11:31.720 --> 00:11:37.429 here a conversation in a related field, in a related industry and share it, 174 00:11:37.669 --> 00:11:41.190 that's an excellent way. Sometimes what they do even is with existing clients 175 00:11:41.470 --> 00:11:45.990 is they'll be you know, they'll know someone who's been struggling with maybe an 176 00:11:46.029 --> 00:11:50.659 implementation of safe or with sales enablement, and they know that from their conversations 177 00:11:50.779 --> 00:11:52.980 and they'll just, like I just wanted to, you know, share this 178 00:11:52.100 --> 00:11:54.460 with you. This new episode came out at this thought might be some great 179 00:11:54.500 --> 00:11:58.179 feedback that you can use. So and it both helps them in sort of 180 00:11:58.220 --> 00:12:03.490 lead qualification and lead nurturing, as they help with sort of like minded problems, 181 00:12:03.570 --> 00:12:09.210 but also in account management and relationship development, as they use those to 182 00:12:09.690 --> 00:12:13.529 kind of highlight and topics that they know our part and it just also think 183 00:12:13.610 --> 00:12:18.720 it makes us feel very like we're constantly evolving. Right one of the things 184 00:12:18.759 --> 00:12:22.679 as a training company that's the biggest one in the field but also twenty five 185 00:12:22.720 --> 00:12:24.480 years old. You know, some people might think of that. You know, 186 00:12:24.519 --> 00:12:28.320 are you modern? Are you fresh and the podcast content that comes out 187 00:12:28.360 --> 00:12:33.309 weekly really reinforces that we are continually evolving and changing and have our fingers on 188 00:12:33.389 --> 00:12:37.230 the pulse of the market in a way that I think really helps our sales 189 00:12:37.269 --> 00:12:39.870 team as well. And what we do to try to we do a weekly 190 00:12:39.950 --> 00:12:43.110 company stand up and so when we have a podcast that we think will be 191 00:12:43.190 --> 00:12:46.899 of particular interests, we always highlight that and the guests, and then we 192 00:12:48.019 --> 00:12:52.779 also do sort of a monthly digest of the the sort of best podcast from 193 00:12:52.820 --> 00:12:54.620 the month before that they can send out and the ones that are coming up 194 00:12:54.700 --> 00:12:58.340 that they can tease, and so we try to keep them top of mine. 195 00:12:58.500 --> 00:13:01.090 That's so what's what's available. I love it. Sales and marketing alignment 196 00:13:01.129 --> 00:13:03.889 in real life, as much as we talk about that here on the show. 197 00:13:05.289 --> 00:13:07.769 Any specific ways that you guys have, you know, gone a step 198 00:13:07.889 --> 00:13:13.600 further to get that podcast content into the hands of your sales team as sales 199 00:13:13.600 --> 00:13:18.159 enablement content, either, you know, building in and snippets to your you 200 00:13:18.240 --> 00:13:22.080 know, sales engagement tools, or baking it into your sales enablement platform. 201 00:13:22.120 --> 00:13:28.230 Anything else you would recommend to folks to just making it easily accessible for their 202 00:13:28.269 --> 00:13:31.190 sales team. So one of the other things that was really great that one 203 00:13:31.230 --> 00:13:35.750 of our content members did was sort of built a cheat sheet of to get 204 00:13:35.830 --> 00:13:39.509 sick a spreadsheet. Maybe not the sexiest execution style, but the the the 205 00:13:39.629 --> 00:13:43.899 top and it divides and tags podcast by topics if you're looking for a specific 206 00:13:43.980 --> 00:13:46.779 industry, if you're looking for a specific topic, using some of our internal 207 00:13:46.820 --> 00:13:50.539 language, it's a really easy guide for them to find the most relevant ones. 208 00:13:50.980 --> 00:13:54.580 I love that example. Sometimes it doesn't have to be a super sophisticated 209 00:13:54.700 --> 00:13:58.570 integration between these different pieces of your sales tech. It can be as simple 210 00:13:58.570 --> 00:14:03.009 as a well thought out database or Google Sheet, if you take the time 211 00:14:03.129 --> 00:14:07.529 to make those links easily available and kind of tag them based on industry topic, 212 00:14:07.690 --> 00:14:11.039 those sorts of things I love that you guys are doing. that. 213 00:14:11.519 --> 00:14:15.480 Is anything particularly surprised you were about to you mentioned, you know, the 214 00:14:15.600 --> 00:14:20.159 willingness of customers and people in your community to say yes. was somewhat surprising, 215 00:14:20.240 --> 00:14:24.509 it sounds like. You know, you mentioned people kind of staying engaged 216 00:14:24.549 --> 00:14:28.870 with the podcast and going back and listening to older episodes. was was that 217 00:14:28.070 --> 00:14:31.750 one of the the key things that kind of surprised you through your own podcasting 218 00:14:31.789 --> 00:14:37.750 journey here. Yes, I don't think I realized how evergreen that content would 219 00:14:37.750 --> 00:14:41.860 be. It's a great benefit, for sure. One thing that I also 220 00:14:41.940 --> 00:14:43.179 don't know if it was a it was a surprise, it was a very 221 00:14:43.179 --> 00:14:48.299 pleasant surprice, is they're fantastic to do logan. I mean I am I'm 222 00:14:48.379 --> 00:14:52.889 passionate about my field and I am fortunate to be at a company where we 223 00:14:52.970 --> 00:14:56.289 sell to people who are in my field, and so some days I think, 224 00:14:56.330 --> 00:14:58.129 Oh, look at me, I'm getting paid to talk to people about 225 00:14:58.169 --> 00:15:03.970 things I love talking about and sharing ideas, and I think that my because 226 00:15:05.009 --> 00:15:07.960 I really am enthusiastic and passionate about this. I think that does come through. 227 00:15:09.000 --> 00:15:11.039 So it's really, really fun for me and then I think it also 228 00:15:11.039 --> 00:15:13.919 makes it fun for the listeners as well. So, I mean, what 229 00:15:15.039 --> 00:15:18.200 a delightful surprise, but it's a really it's a great part of my day. 230 00:15:18.240 --> 00:15:20.000 Yeah, it's absolutely true. I've been, you know, a cohost 231 00:15:20.039 --> 00:15:24.750 on this show for a year and a half now and it's it's so much 232 00:15:24.750 --> 00:15:26.750 fun for me. I kind of live at this intersection of Sales Marketing in 233 00:15:26.950 --> 00:15:31.669 journalism, I feel like most days, and combining three of my passions so 234 00:15:31.029 --> 00:15:35.110 I'm right there with you, Rebecca. Rebecca, if you were, you 235 00:15:35.230 --> 00:15:39.100 know, in front of a room full of BB marketing leaders who are thinking 236 00:15:39.100 --> 00:15:43.019 about starting a podcast, what would be some of your advice for them? 237 00:15:43.259 --> 00:15:46.620 Is, as we wrap up today, you've been very gracious and sharing some 238 00:15:46.779 --> 00:15:50.009 of the things along the way that you guys have seen, what you've encountered 239 00:15:50.330 --> 00:15:54.049 in some of the surprises, to kind of wrap with some advice for other 240 00:15:54.169 --> 00:15:58.529 BB marketers out there thinking about a podcast for their own brand. What would 241 00:15:58.529 --> 00:16:02.889 be some of the things you'd share with them? Absolutely so. The first 242 00:16:03.210 --> 00:16:07.759 is to invest in the technology. PODCASTS are huge these days. There's so 243 00:16:07.799 --> 00:16:11.279 many sort of mainstream podcast that are very well produced. People will stop listening 244 00:16:11.519 --> 00:16:15.799 if the sound isn't what it needs to be. And this is like it 245 00:16:15.879 --> 00:16:18.039 sounds so obvious, and yet you're still like, well, now, this 246 00:16:18.200 --> 00:16:19.029 is fine and we'll figure it out, we'll go from here, and you 247 00:16:19.149 --> 00:16:22.149 just put it off and it's telling you it's less than five hundred bucks to 248 00:16:22.230 --> 00:16:26.269 get a really nice set up. You can't always control what your guests sound 249 00:16:26.350 --> 00:16:30.389 like, but you can control your own environment and it really is priceless, 250 00:16:30.470 --> 00:16:33.899 because if the sound quality isn't strong, if the volume isn't where it needs 251 00:16:33.940 --> 00:16:37.980 to be, doesn't matter how good the story is you're capturing, and we 252 00:16:37.059 --> 00:16:42.740 have some really great episodes from early on that really really struggled with sound quality 253 00:16:44.100 --> 00:16:48.529 and it's like a shame, right, like it's sad as go spend it 254 00:16:48.690 --> 00:16:51.210 for five hundred bucks. You're going to get a really nice set up, 255 00:16:51.250 --> 00:16:53.649 not just an okay one, and you're worth it absolutely well, I mean 256 00:16:53.769 --> 00:16:56.769 I can I can echo that here. You know, the the equipment that 257 00:16:56.889 --> 00:17:03.639 we usually help our customers get set up and get going with and podcasting is 258 00:17:03.039 --> 00:17:07.920 is not more than that. And we actually have a how to podcast episode 259 00:17:07.960 --> 00:17:11.200 on how you can get, you know, started on a pretty lean budget 260 00:17:11.240 --> 00:17:14.279 with some of the basics. Will try to link to that in the show 261 00:17:14.319 --> 00:17:17.230 notes, but I completely agree with you. They are Rebecca. It doesn't 262 00:17:17.549 --> 00:17:22.630 take that much. You don't need to have in PR style production quality, 263 00:17:22.710 --> 00:17:25.390 but you want to be better than you know recording on just your phone, 264 00:17:25.430 --> 00:17:29.509 on anchor for your brand. Put Your Best Foot forward and you can do 265 00:17:29.710 --> 00:17:32.299 that. You know, obviously we help teams with that, but even just 266 00:17:32.460 --> 00:17:37.579 on your own, it doesn't take a Tenzero podcast studio to have a podcast 267 00:17:37.660 --> 00:17:40.940 for your brand. Other pieces of advice you want to leave folks with today, 268 00:17:40.980 --> 00:17:44.650 Rebecca? Yeah, two more. One is that your guests are and 269 00:17:44.809 --> 00:17:48.049 can be your best advocate and make sure you leverage those. I think often 270 00:17:48.130 --> 00:17:51.569 we're so thankful that they were on this show and then you just take their 271 00:17:51.609 --> 00:17:56.970 information and to really missed opportunity. The best thing to do set some expectations 272 00:17:56.009 --> 00:18:00.079 about when their episodes going to air, keep them informed at that thing. 273 00:18:00.359 --> 00:18:03.440 If it's going to change, send them a link as soon as you can, 274 00:18:03.680 --> 00:18:07.839 because they will send to their network. As you know what you're excited 275 00:18:07.839 --> 00:18:11.000 they're on the show. They were flattered to be asked and they will spread 276 00:18:11.079 --> 00:18:14.269 that news and that just helps you spread the spread the story, spread the 277 00:18:14.349 --> 00:18:18.150 podcast, get new listeners. So how they really defined process of how you 278 00:18:18.309 --> 00:18:22.029 communicate with them afterwards so that there's not a void and that you're really leveraging. 279 00:18:22.430 --> 00:18:27.099 And then the final one that I would absolutely say, and I is 280 00:18:27.380 --> 00:18:32.019 just start right. I mean honestly, even if you can't get four or 281 00:18:32.059 --> 00:18:36.539 five dollars worth of equipment, just start, because the way to learn is 282 00:18:36.619 --> 00:18:40.339 to cut, is to start doing some episodes and it's a forgiving medium. 283 00:18:40.380 --> 00:18:41.650 Right. You can go and you can do some and you can figure it 284 00:18:41.730 --> 00:18:45.089 out and you can get some muscles around it, but you're never going to 285 00:18:45.170 --> 00:18:48.849 get better by just reading more about it or listening to other people's podcast or 286 00:18:48.890 --> 00:18:52.049 you should to listen to mine. But you're really going to get it when 287 00:18:52.049 --> 00:18:56.440 you start doing it. So just start doing it and I think then you'll 288 00:18:56.559 --> 00:19:00.960 start to see. Are you a good host? Is this something that your 289 00:19:00.039 --> 00:19:03.079 listeners want? Do you have a format in mind? All of that's going 290 00:19:03.079 --> 00:19:07.279 to evolve as you practice, and so it's the best way to do it. 291 00:19:07.559 --> 00:19:10.230 So don't wait, do it now. Absolutely, I mean it echoes 292 00:19:10.309 --> 00:19:12.029 some than that. You know Gary v's been talking about you know so many 293 00:19:12.069 --> 00:19:15.470 people, you know consume a lot of his content and he's telling people go 294 00:19:15.710 --> 00:19:19.589 create, go create, and you know he's doing the Hashtag Gary v Challenge 295 00:19:19.630 --> 00:19:25.740 Right now encouraging people to stop consuming content and start producing it, because you 296 00:19:25.779 --> 00:19:29.019 can get into this mindset of well, I'm consuming it, so I'm making 297 00:19:29.019 --> 00:19:33.380 steps forward. And the parallel here is, you know, I'm reading up 298 00:19:33.420 --> 00:19:36.779 on podcasting. I'm you know ourselves here at sweet fish, we put out 299 00:19:36.779 --> 00:19:38.970 a lot of content on how to podcast and how to think about getting started, 300 00:19:40.289 --> 00:19:42.089 but take those first steps, and that's what we encourage people to do. 301 00:19:42.329 --> 00:19:45.849 Is You know you can get better along the way, but you're not 302 00:19:45.930 --> 00:19:49.369 going to get better if you're still standing still. So thank you for echoing 303 00:19:49.490 --> 00:19:53.599 that and for sharing your podcast journey with us, Rebecca. I love the 304 00:19:53.640 --> 00:19:59.000 way that you shared some specific surprises, you know, like the ability to 305 00:19:59.079 --> 00:20:02.440 book guests that you wouldn't have been able to get a case study with the 306 00:20:02.599 --> 00:20:06.839 speed at which that helped you create more content. That the stickiness of podcasting. 307 00:20:06.920 --> 00:20:10.230 It's something I talk with folks a lot about. The unsubscribe rate is 308 00:20:10.269 --> 00:20:15.190 just ridiculously low with podcasts, and so you know your experience is definitely very 309 00:20:15.230 --> 00:20:18.349 common, where a lot of downloads start to come from those legacy episodes and 310 00:20:18.789 --> 00:20:22.380 somehow. Think we've talked about a lot on this series is how you can 311 00:20:22.420 --> 00:20:26.099 use it for sales enablement content. You give us some really good examples of 312 00:20:26.460 --> 00:20:29.259 how to make that easy, keeping it in front of the sales team, 313 00:20:29.380 --> 00:20:33.339 cataloging it so they can use it in specific instances. Rebecca, if people 314 00:20:33.339 --> 00:20:37.130 listening to this would like to stay connected with you or find your podcast and 315 00:20:37.210 --> 00:20:41.769 subscribe to pragmatic live. What's the best way for them to reach out and 316 00:20:41.089 --> 00:20:45.569 engage the more with you guys? That's a great question. So the podcast 317 00:20:45.609 --> 00:20:48.009 is pragmatic live. You can find on Itunes, pod beans, everywhere you 318 00:20:48.049 --> 00:20:51.640 want to be, and the best way to reach out to me is really 319 00:20:51.640 --> 00:20:55.279 linkedin. So if you find Rebecca Colli Jaris on Lincoln, it's a it's 320 00:20:55.279 --> 00:20:57.000 a complicated name, so no one else has it, which is really very 321 00:20:57.039 --> 00:21:02.400 convenient for being founder. But I'd love to connect and I'd love to hear 322 00:21:02.440 --> 00:21:04.910 your stories about your podcast. Awesome or Rebecca, thank you so much for 323 00:21:06.069 --> 00:21:08.829 being a guest on the show again and contributing to the why podcast work series. 324 00:21:08.869 --> 00:21:11.789 This was a fun conversation. I really appreciate it all right. Thanks, 325 00:21:11.829 --> 00:21:18.150 Logan. Thanks for having me. Hey, everybody, Logan with sweetfish 326 00:21:18.230 --> 00:21:21.859 here. If you're a regular listener of BB growth, you know that I'm 327 00:21:21.900 --> 00:21:23.779 one of the cohosts of this show, but you may not know that I 328 00:21:23.940 --> 00:21:27.339 also head up the sales team here at sweetfish. So for those of you 329 00:21:27.579 --> 00:21:32.140 in sales or sales offs, I wanted to take a second to share something 330 00:21:32.180 --> 00:21:36.849 that's made us insanely more efficient lately. Our team has been using lead Iq 331 00:21:37.089 --> 00:21:40.569 for the past few months, and what used to take us four hours gathering 332 00:21:40.690 --> 00:21:45.369 contact data now takes us only one, or seventy five percent more efficient. 333 00:21:45.650 --> 00:21:49.880 We're able to move faster without bound prospecting and organizing our campaigns is so much 334 00:21:49.920 --> 00:21:55.200 easier than before. I'd highly suggest you guys check out lead Iq as well. 335 00:21:55.559 --> 00:22:00.910 You can check them out at lead iqcom. That's Elle a d iqcom. 336 -->