Episode Transcript
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You were listening to be tob revenue
acceleration, a podcast dedicated to helping software
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executive stay on the cutting edge of
sales and marketing in their industry. Let's
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get into the show. Hi,
welcome to be to be a revenue acceleration.
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My Name is opinion with you and
I'm here today with James carberry from
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sweet fish media. Are You doing
today? Gems, I'm fantastic. Ray,
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are you? I am very good. Thank you very, very good.
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So we've invited you, James,
here today to speak about podcasting as
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part of a sort leadership strategy.
But before we dive into the details,
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before we pick your break around the
topic, it would be very usefully if
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you can tell us a little bit
more about yourself, as well as switch
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fish media. Yeah, so myself, I kind of had a a sordid
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path to getting to where I am. So spent, you know, first
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few years out of college kind of
bouncing from corporate job to corporate job and
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worked at you know, then worked
at a smaller business that had nothing to
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do with what I'm doing now,
is doing helicopter logistics for Nascar for a
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few years, and then worked at
a tech start up at a nonprofit and
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just a really a long and windy
path and eventually ended up doing what we're
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doing now. We started the business
as a content writing shop and about a
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year into that saw the massive opportunity
that there was to start producing podcast for
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companies with a little bit different angle
than how most people were looking at it.
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Most people look at podcasting in terms
of like how many listeners your show
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has and and we really look at
it by the quality of the guests that
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you're bringing on to the show.
And so, from an ABM standpoint,
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we think podcasts are incredibly effective because
you can pretty much ask anyone that you
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want to know to be a guest
on your show, and so that was
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kind of our approach and our perspective
on it, and so that's what we
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do now. That's we've done for
the last two and a half years,
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is is produced podcasts for really innovative
bb brands and we're loving it. Well,
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thanks for that, jims. Your
personal backgrounds is definitely interesting and obviously
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we are a client of sweet fish
media, so we love the value proposition
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on theos what you are trying to
achieve. So that makes perfect sense to
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us. So all the recent months, and I'm talking about our SELFIA,
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we've seen that podcasting is becoming much
more popular in the in the B tob
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space, and we can see companies
from almost all industries or size starting to
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have their own shows. Why do
you believe podcast as a medium is growing
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in such a fast space, and
what do you see as being the main
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reasons for company to stop podcasting?
Yeah, that's a great question right.
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I think there are a few different
reasons. One, I think people are
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finally starting to realize the trust that
comes along with podcasting because of how much
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time people spend with you when they're
listening to your podcast. So, for
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example, if you write a blog
post and you rank in Google in the
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top ten for a particular search term, people that end up reading that post
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will maybe spend ten to fifteen seconds
with your brand reading that post. They're
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scrolling through it, they're they're consuming
that content very quickly. A lot of
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other types of content are the same
way, but with a podcast, because
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people are consuming podcasts passively. They're
listening to them on the on the train
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to work, driving to work,
mowing the yard, doing dishes, working
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out at the gym. So they're
consuming it passively. So they're listening to
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the content from much longer so they're
listening to a fifteen, twenty, thirty
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minute episode, which builds an enormous
amount of trust. So I think there's
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that component. I think the other
side of it is people understand that when
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you are the media, when your
company is is first a media company,
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then whatever you do, like what
Gary v says, that you have the
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leverage. So when you have a
podcast you have a sudden have a lot
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more leverage because you can approach people
as the media, not as a company
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trying to sell something. So I
think a combination of those reasons is why
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beautby companies are really starting to embrace
the platform. That's interesting to one thing
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that you mentioned is about the lengths
of the podcast. Is there any best
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practices that you guys suggest to your
clients and time of our longer podcasts would
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last? Yeah, yeah, that's
a great question. We get that a
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lot. So with our podcast,
is called be to be growth and we've
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done really, really well. We
ranked for the term be to be in
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the itunes ecosystem. So it's allowed
our audience to grow really quickly and the
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thing that we found from from our
audience is that they really like shorter content,
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so twelve to fifteen minutes. They
really like action pack kind of Non
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Fluffy content, so not a lot
of hey, how is your day?
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How many kids do you have?
Oh, that's funny. This all the
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all the fluff that you typically hear
in a in a one to two hour
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podcast. We found that our particular
audience doesn't really enjoy that much. I
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know personally I don't enjoy it.
You've got people like Tim Ferris that can
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pull off the Tohour podcast because he's
talking to someone so famous that it you're
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just compelled to listen. But I
don't think most people have that luxury.
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I think the more brief you can
be, the more to the point you
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can be in the more focused you
can be on delivering value and not fluff,
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the better. So so to answer
your question, I would say you
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know that twelve to twenty minute range
is probably a safe place to aim for
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in terms of length. Okay,
excellent sports. Thanks for that. Speaking
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about all experiency, autoparatic, we've
decided to stop this podcast to support our
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sort leadership strategy, as well as
trying to bring valuable content to our business
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community. But I'm sure that the
audience would be interesting in learning what kind
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of results they can expect, all
company a corporatics could expect from podcasting and
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how can we measure Roi? So
my next question for you, James.
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He's really a wrong could you please
show with us how podcasts can bring companies
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business and written on investment? Yeah, I think the biggest way to measure
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the Roi of a podcast is in
the quality of the guests that you're bringing
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onto the show. I think a
lot of people assume that the way that
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you're able to get Roi is to
get a bunch of listeners and then those
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listeners turn into customers, and that
certainly can happen. It just takes a
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while to do that, because building
an audience with a podcast just it takes
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time, like it does any other
content medium. But the much the the
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quicker way of getting oury is branding
your show around your ideal client. So
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instead of branding it around yourself,
you're branding it around your ideal buyer.
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So, for example, with our
with beb growth, with our show,
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I didn't brand the show the BDBPI
padcasting show, even though be to be
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podcasting is our expertise. Instead,
I branded the show be to be gross
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because I wanted to talk to VP's
of marketing at BEDB tech companies, because
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those are the folks that buy our
service. And so when you brand the
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show around your ideal buyer, you
can then go to your ideal buyer and
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collaborate with them, to create content
with them, so you interviewing them on
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your show and it's through those relationships
you're building with your guests those folks are
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actually going to buy from you much
earlier than listeners of your show. So
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I think the biggest metric that you
need to measure is who, who were
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the guests that have been on our
podcast that we have been able to nurture
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relationships with and turn those into customers? So that's that's the biggest one.
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Okay, so it's so, if
I was to rephrase that' slately so you
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can potentially expect to get business from
Lissa now. So people I will find.
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You do that research to people who
go to the gym, the commuter
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and all that. But from your
perspective, you believe that you will take
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a little bit longer. So dys
pay that you and I think it's probably
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very very continent from a bit to
pe perspective. It's abouts almost getting your
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ideal I don't ideal clients to participate
to the PODCAST, show that experience,
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final to opy. That will shut
them and then eventually, from that podcast,
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create a relationship and if things go
well, I have a commercial relationship
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with that clients moving forward. That
the right yeah, I think that.
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I think that too many people they
wonder why they're cold emails and their cold
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calls aren't working, and it's because, I think people are tired of being
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sold to. And I don't think
that's people don't wake up in the morning
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and wish that they got another cold
call or another sales email. But there
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is an increasingly especially with the more
and more relevance that personal brand is for
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people. In People's minds, everyone
wants to have a better personal brand.
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Everyone wants to be featured as a
celebrity in the media, and so that's
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as a media company, someone with
a podcast, that's that's what you have
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the ability to give someone. So
you're able to add value to them in
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a way that's independent of the product
or service that you sell, and the
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value that you're giving them is media
exposure you're giving them free pr and and
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so I think, I think by
leading with that, by leading with value,
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featuring them on your show, it
then sets you up to have a
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genuine relationship with that person and people
buy from you know, folks that they
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know, like and trust, and
so I think that's what the podcast ultimately
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set you up. You know,
I would add one arguments in your fav
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I as well. We've had the
feedback. So obviously we have lots of
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different medium to go to prospect and
know confroncs. We can have like a
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very, very tail all that Calm
Bay's Papele for approach and we get down
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meeting with prospect and before we get
to a meeting prospects were research just they
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will resort the company and some of
the feedback that we've add because of the
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podcast, because of the other content, but mainly around the podcast. I
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think he's also bringing reinsurance. It's
bringing so leadership, it's making people feel
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comfortable. So I would not say
that it's almost at a lead generator,
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but almost like a conversation accelerator or
something that will warm a people to believe
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that they will actually meet with someone
with part of a company. It is
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really at the forefront of what's happening
in that domain. So, to your
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point of you know, the listener
that could become the prospect that you can
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invite, they can become customers.
I think there is also the other prospect
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that you are speaking to. Well, doing the due diligence on your company,
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making sure that you're the right organization, and when they compel you with
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someone who's got absolutely zero content,
zero sort leaderships, zero relationship with expert
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in the market, versus someone who's
been spending a bit of time in trying
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to get the other around the best
way, the best practices and all that,
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I think it tells as well,
and we've had that feedbacks with not
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just me thinking it. It's it's
it's a proof in the pudding and something
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that we've already seen or witnessed as
as a positive outcome from from the time
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that we are investing in the podcast
and investment are making in general to get
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it going. I love it.
That's that's fantastic and I totally agree,
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I think, with the content that
comes along with it. You know,
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the blog posts, the status updates, you know, I think enabling your
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sales team with the content from your
podcast, whether it be the actual audio
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file or the repurposed blog post,
being able to have your equip your sales
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team with with content that, like
you said, establishes your thought leadership.
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I absolutely believe, we're agree with
you that that at as a conversation accelerator
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in a big, big way.
So that's extremely interesting and thanks for covering
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that question of around the Arrowy and
and measurement of success. I think this
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is a key USTULLIFOLOGIENCE and the type
of people that we wish to have listening
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to the show. I think that's
that's definitely a question they would ever ask
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for you. But to fin finalize, we've recently launched category that you've called
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content based netwalking. Can you please
share with us the dead and the meaning
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of that concept? Yeah, so
we came up with this term earlier this
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year and the way we define it. We define it by essentially saying it's
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collaborating with your ideal clients, potential
for all partners and industry influencers to build
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meaningful relationships by creating content together.
So obviously this was like the premise that
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we started our agency with. We
do podcast, but we're really much more
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passionate about relationship building than we are, you know, the media of podcasting.
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That just happens to be. You
know, I think the most efficient
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form of content collaboration is podcasting.
So that's what we that's what we got
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into. And so as I was
thinking about kind of category creation, the
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importance of category creation allowing you to
swim in your own lane as opposed to
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competing with a bunch of other competitors, thought me and this idea of this
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concept of content based networking is actually
much bigger than podcasting, which is our
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core service. So podcasting is a
part of it, but you can you
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can collaborate with people in a variety
of different ways, and so as we've
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kind of begun to create content around
this topic, where people are collaborating with
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folks to create blog content with them, video series. I've even seen companies
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collaborate with their ideo buyers to create
like full link like documentaries. So you
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can get really creative with the type
of content that you can create with your
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potential buyers. But at the end
of the day it's all mapping to the
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same result. It's content collaboration as
a mechanism to build meaningful relationship and then
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business actually comes from that meaningful relationship
and it's not overnight, it doesn't happen
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instantly, but it absolutely happens.
In our business is living proof of that
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and a lot of our customers companies
as well, are growing on the back
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of relationships are building through the collaborative
content that they produce. And you know,
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obviously for our clients it's a podcasts
because that's what we do for them,
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but are turned to different ways to
do it. So so that's what
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content based networking is all about,
using content as a way to grow your
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network with us, specific targeted people
that you want to meet. Yeah,
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that's again, this is relevant to
us. I'm not sure, but the
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volume of episode that we are publishing
as a time, at the time of
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US speaking today, to be fair, gems. But what we see?
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We see that each ship is all
is is generating quite a bit of a
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quite a bit of noise, particularly
on platform like Linkedin. While you can
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really see people interacting when we publish
an a pizza, I can see a
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lots of people coming to our profile. We've got our marketing manager with showing
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us the people coming and following operatics
as a company, checking us out,
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you know, and and I think
that's that's an important part as as part
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of a global account based marketing,
you approach and being able to target the
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right people. I think it's an
important part as well to grow that community
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of followers and that word of mouth
around the brand. Totally, so,
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totally thanks for your time today,
James. I mean this was insight full
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and and I'm showing my our listener
will go away with quite a lot of
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interesting information around podcast. But also
believe that some of them may be interested
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00:15:43.860 --> 00:15:48.100
to talk to you, you know, that to understand how they can do
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00:15:48.539 --> 00:15:52.409
podcast for themselves in a way.
So if someone wants to connect with you,
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if someone from our audience wants to
get in touch with you, James,
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00:15:54.289 --> 00:15:58.769
what is the best way to who
get to one of you? Yeah,
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thank you so much, ray of
so. My email is james at
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sweet fish Mediacom. They can find
me on Linkedin. I'm on Linkedin quite
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00:16:04.679 --> 00:16:10.320
a bit. Last name is sear
be aary. So James carberry on the
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00:16:10.360 --> 00:16:14.720
linkedin on twitter as well at James
Carberry. And then if they just want
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to listen to to our show,
we do. It's becoming more than a
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daily show. At this point we're
starting to do multiple episodes a day.
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But the PODCAST is called be to
be growth, and so they can just
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type in BB growth in apple podcasts
and they'll see our show pull up.
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So would love to connect with any
of your listeners right and really appreciate you
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having me on today. It was
great. I think you on the trore
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times. Thank you very much for
time. Thank you. operatics has redefined
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00:16:41.139 --> 00:16:47.250
the meaning of revenue generation for technology
companies worldwide. While the traditional concepts of
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00:16:47.370 --> 00:16:52.769
building and managing inside sales teams inhouse
has existed for many years, companies are
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00:16:52.850 --> 00:16:57.049
struggling with a lack of focus,
agility and scale required in today's fast and
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00:16:57.210 --> 00:17:03.759
complex world of enterprise technology sales.
See How operatics can help your company accelerate
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00:17:03.799 --> 00:17:10.599
pipeline at operatics dotnet. You've been
listening to be to be revenue acceleration.
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To ensure that you never miss an
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favorite podcast player. Thank you so
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