Value Creation Mindset
12 high-value conversations with senior decision-makers through a targeted podcast programme.
Client: Modularis
At a glance
12
high-value conversations
5,000
views
40
hours watched
20,000
impressions
The challenge
What needed to change.
Modularis wanted to reach senior people in organisations where one new relationship could be commercially significant.
That audience is difficult to reach with generic marketing and does not always respond well to a cold sales approach.
The approach
Why we chose this route.
We used podcasting as a reason to begin useful one-to-one conversations with senior people from the target market.
The programme was designed around relevance and access rather than broad reach.
What we built
The practical work behind the result.
01
Podcast strategy
02
Guest targeting
03
Virtual recording
04
Production and editing
05
Publishing
06
Supporting content
How it worked
A connected route through the campaign.
01
Define the senior audience
02
Identify relevant guests
03
Invite them to contribute
04
Record the conversation
05
Use the content and relationship afterwards
The result
12 senior target-market conversations
The figures above show the measurable output from this programme. The value sits in how the campaign, content and follow-up worked together rather than in one isolated activity.
What we learned
The commercial takeaway.
When the potential value of one client is high, the quality of conversations matters more than the size of the audience.
A smaller number of conversations with the right senior people can be more useful than large reach with little commercial relevance.
Where it fits
The stages this work supported.
- ATTRACT
- ENGAGE
- CAPTURE
- RESPOND
- NURTURE
- QUALIFY
- BOOK
- OPTIMISE
Primary stages: ATTRACT, ENGAGE, NURTURE.
Related solution
Podcast Lead Generation
See how this service can be used on its own or connected to the wider Echo Eight System.