In this episode, Dan Sanchez shares tips on how to use a podcast to supercharge your ABM engagement.
Are you new to ABM or an old pro? Either way, there might be something missing from your method. Can you guess what I’m going to say?
If you’re already podcasting, good news! A business podcast fits into your ABM approach like this puppy fits into its sweater.
Today, we’re going to cover…
- How Sweet Fish uses podcasts to drive our ABM engine.
- How you can apply Sangram Vajre’s TEAM model to your podcast strategy.
- Tips on guest outreach, scheduling, pre-interviews, interviews, and follow-ups.
Let’s get into it.
ABM + Podcasting Has Driven $3m in Revenue for Sweet Fish
That ☝ is not an exaggeration. Podcasting for our ABM strategy has brought in $3m in revenue to date.
This is only one reason why you should leverage a podcast for your ABM approach. Here are a few others.
[LISTEN: You can be a good podcast host without a ton of experience. No, seriously — here’s how.]
Dip Your Toes
Starting a business podcast for your ABM strategy doesn’t have to be a big initial commitment. Start out small, like you would with anything new.
At its essence, ABM is a 1-to-1 approach. Engaging just one key account is a big win. So, gather up a few of those target accounts and see who’d be down for being interviewed on your podcast. (I’d be surprised if anybody says no.)
Make Valuable Content Fast
Another reason why you should consider the podcast + ABM route is that you can make bomb 💣 content relatively quickly.
It’s worth it to note that the process of making industry-focused content with your ideal buyers is what Content-Based Networking is all about. The content waterfall originates at the podcast interview, as does your awesome new relationship with your key account.
Now let’s go into the How.
Use TEAM in Your Podcast Strategy
TEAM is an acronym that I picked up from the Father of ABM himself, Sangram Vajre. It stands for Target, Engage, Activate, and Measure.
[READ/LISTEN: I read every book on ABM that I could find. Then I compared them all here for you.]
Here’s how to use TEAM to make your podcast — and, therefore, your ABM campaign — amazeballs.
With any ABM plan, you need to start out with identifying accounts that match your Ideal Customer Profile (ICP). Depending on the size of your company, this could be anywhere from 10 to 100 different target accounts.
Input your list of key accounts into a spreadsheet of sorts along with the name of the person and their contact info (you can find this through LinkedIn, Twitter, or maybe the company’s website).
Then, decide which of the accounts you want to ask to be on your show. The people you reach out to should be the decision-makers that make the most sense for you to initiate a relationship with — the CMO, CEO, VP of Sales, Head of IT, etc.
You should have some strict criteria to determine which people from your target accounts are best to interview. Are they the decision-maker you want to get in touch with? Are they leaders in their field? Could they offer your listeners actionable insights?
Now that you have a list of target accounts, it’s time to engage those individuals.
The really cool thing about doing outreach for a podcast is that people aren’t expecting it. They’re used to ignoring your cold emails, calls, and corny LinkedIn messages. Ask them to be on a podcast and they get giddy.
[READ: We created a podcast marketing plan template for new shows. Check it out here.]
Your outreach message should be quick and to the point. In three or four lines, explain what you want (for them to be on your show), why you want it (because they’re so knowledgeable in ______), and ask if they’re interested.
Don’t forget to include a calendar link so you don’t have to send 374,836 emails back and forth.
The pre-interview before the actual interview is another opportunity for you to engage with your ideal buyer.
In the pre-interview, you should be going over the questions you plan on asking and anything your guest might want to clear up. This gives you the chance to build some rapport with the guest before you hit Record.
Thanks to the pre-interview, you and your guest should have a solid idea of what’s going to happen in the interview.
[READ: Not sure how to host an interview-based show over distance? This is how.]
Throughout the interview, try to take note of anything unique your guest says to…
A. Ask a relevant follow-up question
B. Leverage it in the Activate phase.
After you record the interview, email the guest to say thanks again. Once the episode is live, send another message to notify them.
This gives you two more touchpoints with your ideal customer.
Time to activate! It’s important here not to get too sales-y. Keep the focus on the contents of the interview.
Below are the steps for activating your ABM relationship:
- Qualify the guest during the interview. Did they offer up any buying indicators? Could you tell if they’re in the market for your services?
- Segment the guest depending on their perceived interest. Are they super qualified and need your services, like, now? Maybe they’re not looking for anything now, but could be a future fit. If you had a terrible experience interviewing someone, cross them off the list.
- Send a video to qualified guests. Bring up a few key points of the interview and offer a piece of advice or an insight. Include a calendar link if they’d like to talk more.
- Consider doing a collab with future-fit guests. Gather those accounts up to see if they’d be interested in doing a panel or a collective blog post. Then restart the Activate phase.
For those rotten eggs who didn’t work out, message them when the episode is live. Then let ’em die.
The last component of the TEAM strategy is to measure the success of your podcast as it relates to your ABM campaign. (Enough marketing buzzwords for ya? Lol.)
Fortunately, it’s not as complicated to measure the success for a few big accounts as it is with an inbound approach.
Creating a target account conversion list is the simplest way to measure the success of your show. Keep an eye on these metrics:
- Did the guest/account convert or didn’t they?
- What percentage of your pipeline is your podcast contributing to?
- How does the effectiveness of your podcast compare to that of other ABM ventures?
A Killer Marketing Model
The podcast + ABM model is honestly one of the most effective (and fun) marketing strategies I’ve ever heard of. You get to start a podcast and talk to interesting people on a regular basis — what beats that?
If nothing else, you’ll learn a ton talking to the decision-makers in your industry. And if you ask me, that’s worth a lot.