How to Turn a Tiny Podcast Audience Into Your Biggest Sales Asset | Jason Bradwell, Founder of B2B Better and Host of Pipe Dream Podcast

Speaker A: This podcast is brought to you by B2B better. Most B2B podcasts rack up downloads, but they never move the needle on Pipeline. At B2B better, we build own media systems that sales teams actually use to close deals. We've helped companies turn their podcasts into revenue engines, shortening sales cycles, improving outbound reply rates, and directly influencing millions in pipeline. So if you're tired of content that looks good on paper but doesn't drive business results, visit b2b-better.com to see how we do it differently. Hey everyone. Welcome to today's episode of Pipedream. And we thought we'd do something a little bit different and take a question from the audience as it was. Um, so as you know, we're doing 100 episodes of Pipedream in 100 days and we get comments all the time on our social media via, uh, our newsletter, uh, asking us, you know, questions about what it means to invest in an audience led marketing strategy. And one of them came in that I wanted to bring to the podcast because I think it's a really important one. So here's what it says. Quote, I think there are some brands out there that have the status and the insight to host an engaging and informative podcast. But if we're being honest, our podcasts right for everyone. I mean, if you're a ball bearing manufacturer, which possibly this person is, um, is anyone going to listen to that podcast or are you better off cutting your losses and focusing on other channels and tactics? Um, so thank you, uh, to whoever submitted that question. I think what we always say here at B2B better is there is power in niches or niches for our American colleagues across the pond. Some of the most successful shows that we manage in our portfolio are the ones that are very targeted in terms of their subject matter, uh, and the audience that we are trying to reach. So, for example, Data and Biotech is a show that I talk about a lot here on Pipedream. And m, I talk about it a lot because it is a great example of this. It is a show that explores the industry section of data science in the field of biotechnology. Um, now that as a podcast is very focused, but it is limited in terms of how many people we can possibly reach, um, who are going to be interested in it. Think about it using kind of business fundamentals, Tam, Sam and som, total addressable market, serviceable addressable market, et cetera. When you are approaching the launch of a podcast, you should be thinking, well, what is the total addressable market that I am going to be able to reach with this podcast if I sell ball bearings. You know, there is a finite number of brands and individuals that are, uh, in the market to buy ball bearings. And so that is. That is your ceiling. With that number in mind, well, what is our serviceable, addressable market? You know, how many people are we realistically able to reach with the budget, the resources and the time that we have, uh, that we can get this podcast in front of? That number may feel, at face value, small. Right. Um, particularly when you look at it in the context of some of the biggest podcasts that we will listen to every single day. The rest is politics. Joe Rogan, 20 VC but when you think about it through a business lens, and if you were building a product for a market, you know, your attitude would be actually, you know, the more focused it is, the better equipped I am to go out there and make stronger decisions, uh, to utilize and leverage the budget that I do have in the most appropriate way. And so what we say at B2B better is that the more targeted and focused your audience is, the more impactful your podcast is going to be. When you put in place the right measurement metrics to, uh, uh, evaluate how successful it is, um, you're not going after reach, right? You are not trying to measure your podcast by 100,000amillion downloads. You are trying to optimize for, for resonance and ensure that even if you get only 100 listens, that those listens are from the people who are ultimately going to make a buying decision, uh, and go with your company. And so to answer the question, you know, is this for everybody? You know, is this for the companies that sell, you know, highly specialized products and services to very targeted markets? Our opinion here at B2B better is that actually those are the companies more than anyone that should be thinking about how can a podcast, uh, drive commercial value for my business. So really appreciate the question. If you have a question about what it takes to build an audience led marketing strategy that you want us to answer, um, on the next episode of Pipe Dream, do send it to us on LinkedIn or send it to me directly. Uh, Jason Bradwell. Um, or you can drop me an email. Jason2b-better.com we'll see you on the next episode of Pipe Dream.