6 Ways a Podcast Helps You Refine Your Go-To-Market Messaging

If you’re a marketer in a new industry, you’re probably wondering how you can craft campaigns and deliver messaging about an industry you know little about. It’s difficult when you don’t speak the industry lingo, and you feel like an “outsider.”

Here’s John Rougeux’s solution for marketer’s new to an industry:

Start a podcast.

And John’s talking from some serious experience. 

He’s the host of the People in Places podcast (produced by your favorite media company). He’s also the co-host of the #CategoryCreation series here at Sweet Fish. And, before that, he hosted a podcast about fitness when he and his co-founder were breaking into the fitness industry.

Recently, John came on the B2B Growth show, and gave us 5 reasons why podcasting helps marketers break into in an industry:

1. Deep understanding of your industry as a whole for only 20% of the effort

When you first dive into a new industry, here’s the question you’re probably asking:

What’s the 20% of effort that’s going to give me 80% of the knowledge I need in this space? 

John says it comes down to 1 thing: 

Real conversations.

Events, surveys, and other research methods are helpful, but the quality of information, and the speed of information, are so much better when you conversate (that’s just a fancy word our writing team uses for talking to people). 

Maybe you’ve noticed this in your career: Often, sales people are so much better at talking to people than marketers. Why?

Sets & reps.

Marketers default to surveys and collecting responses and data. 

Sales people don’t have that luxury, so they default to talking. A lot.

2. Nuance: You catch nuances surveys won’t pick up

When you talk to people, you can ask questions in real-time, and the process is more iterative.

By design, surveys ask very specific, rigidly defined questions. As a marketer, the goal isn’t simply data — it’s to uncover problems. Much of the time, we don’t know what the problems are, so a survey is a shot in the dark: It’s hoping we ask the right questions about unknown problems.

But when you talk with someone, you don’t have to be spot-on with your questioning. They’ll let you know when you’re close, or they’ll help steer the conversation to the real underlying issues.

3. Guests invest in brands they’re connected to

When people come on your show, they become invested in your company and your brand. Yes, they’re putting a face to the brand name, creating a psychological connection, but also ….

When someone comes on your podcast, they want your company to do well — the bigger your brand name, the better they look for being on your show.

What helps one party, inherently helps the other, so you are gaining exponential leverage.

4. Referrals. Guests refer other guests … and they’re usually exactly who you want

John and I can’t tell you how many times after a podcast interview we hear something like this from our guests:

“You know, my colleague Isabelle would be great for this show; you should connect with her …”

Often times, Isabelle is someone who’s already on our lists of someone we wanted to connect with.

The key here is to start with your ideal audience (industry experts, potential buyers, influencers, etc.).

5. Cultural immersion (there’s nothing like jumping in the deep end)

Have you ever tried to learn a foreign language? It’s difficult. Sure, there are textbooks, audio material, Rosetta Stone, etc. But we all know the best way to learn a foreign language …


 That’s what podcasting is. 

Sure, it’s a little scary at first. As a marketer, you’re supposed to have answers, and if you are going into a new industry, you may not have all the answers. You may not ask your interviewees all the right questions, and you may fumble.

But guess what? 

It’s the fastest way to learn.

(Also, here’s a hint: In podcasting, it’s super simple to let your audio team do some quick edits that help you and your guest sound even smarter. Just make sure you have an awesome podcast production company. We know of one, btw ;).)

A quick piece of advice for new podcasters:

Reverse-engineer your guest list

One piece of advice John has for anyone diving into podcasting …

Reverse-engineer your guest list by finding those individuals who already have content out there. This helps for multiple reasons:

  1. You know they are actively looking to produce content, so they’re likely to say yes to being on your show.
  2. You have somewhere to start. You can say, “Hey John, I saw that you were on this Sweet Fish Media podcast, and you mentioned you were in the fitness industry. Can you tell me more about that?”

You can find this interview, and many more, by subscribing to the B2B Growth Show on iTunes.

If you don’t use iTunes, you can listen to every episode by clicking here.