Podcasts’ Success Story

The problem

The director of global financial services marketing for a major business consulting firm knew he faced stiff competition trying to grab the attention of top executives in the Global 2000. The marketing director decided to get the word out about his firm’s white papers through podcasts. Few b-to-b marketers had tried out the new medium, which was only about a year old.

The solution

Working with the KMS Inc—a full services B2B marketing firm—Jeff Porro drew on white papers to produce 8-10 minute podcast scripts. The scripts were carefully crafted so they would engage an audience. Each script encouraged listeners to download the consulting firm’s white paper for a fuller treatment of the podcast topic.

The result

Hundreds of podcast-listening executives downloaded the white papers, three times the number the consulting firm had hoped for. Those leads proved to be just as qualified as those from other, more standard lead generation streams.