Ep. 109 | Your B2B Podcast: The New Way to Building Key Relationships

In this week’s Rethink Marketing podcast, we chat with Amy and Mike Rosenberg from Veracity about their B2B podcast, PR Talk, and how it has become a great way for building relationships with key people in their industry.

There was a time when you could meet a prospect, thought leader, news reporter, or business partner for a cup of coffee, cocktail or lunch to nurture and grow those relationships. But who has time for that anymore? And what about when those key partners or prospects are in another time zone?

Amy and Mike share how their podcast has become today’s version of a martini lunch, without the hangover.

Picture of Amy Rosenberg for the Rethink Marketing podcast where she talked about using her B2B podcast for building key relationships

Why start your B2B podcast, PR Talk?

AMY: It’s growing and evolving as we do it. The original mission has changed. Originally, I was realizing that I was talking to my employee all day long. And that was probably really boring for him. But I was trying to train him. And I thought, wow, we could record this and then other people could learn various things, from editorial calendars, to how to write a ghost article, that kind of thing. And so he and I just started talking and recording it. And then I thought, well this is really boring, why don’t we learn from the source itself, and the source is the press. So then we thought, well this could be interesting to interview the press.

I put out a few asks to our best press friends that we felt most comfortable with. And they said, yes. And it’s honestly been so surprising. I didn’t think — I mean, we have a hard enough time trying to pitch them for clients sometimes, where that’s one thing that we aim to do really well. And we sometimes feel like, oh, we’re going to be a little nervous about sending this pitch out, so I’m definitely going to be nervous about asking them to be on my podcast. But overwhelmingly the response has been yes.

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How does your podcast help with building relationships?

NATHAN: One of the things I’ve pursued for Act-On with the Rethink Marketing podcast is the opportunity to develop relationships with thought leaders in your industry who we interview. Are you finding this to be the case? What are your thoughts on that, and how do you recommend it to or advise your clients on this sort of thing?

AMY: That is what I have been the most surprised to learn, is that I didn’t realize that this would fuel our relationship building so much. I mean, first of all most everyone says yes. And it actually does work out. Which to me, that’s amazing.

And then I get to sit down with them, and meet them, and even go into their office. We go wherever they want. But it’s cool because we get to see where they work. And a lot of PR people don’t get that. It’s an inside peek behind the scenes where a lot of PR people, they just have kind of a surface email relationship.

It’s basically just a chance for us to meet the press. I don’t really care how good the podcast quality is, honestly. This is basically an old school way for — well it’s not old school because it’s a podcast. But here’s the thing, nobody goes to lunch anymore. Do they even really go to coffee?

If you think that a press member will go to coffee with you, I mean some will, some won’t. But most of the time they won’t. So this is my way of like taking them to lunch or like cocktails, because they’re not going to do it anymore. And they don’t go to parties either when I invite them. So this is the old school way of meeting the press. And I just happen to have a microphone.

What’s the hardest part to producing a B2B podcast?

NATHAN: What’s been the biggest surprise with starting your podcast for your business?

MIKE: I think initially kind of how many different things are involved in it. My initial thought was, OK, you get a microphone or you call somebody via Skype, and you interview them, and you upload that, and there’s your podcast, right?

I figured there’s a few different production pieces in it, but there’s more of that. And I think to do it right there’s more other pieces involved in it. There’s all of the other channels that you’re going to employ. It’s not just an audio recording.

You’re going to have a blog post around it. You’re going to need to have descriptions of a certain length for all of the places on social that you’re sharing it. You’re going to need images of a certain size of the different places that you’re going to share it. You’re going to want an intro and an outro. And if you sponsors, you do sponsor reads. And so that was the thing that surprised me a little bit, was how many extra things there are.

AMY: But the main thing I would say is I don’t want to discourage people from doing it if they want to. Because I do have a way of oversimplifying things, and not think about all those details. And that’s why you launch two podcasts at once, maybe. But sometimes you don’t have to do all those steps in promoting your podcast.

If I had gone into that knowing all those details and knowing how much time it would take, I wouldn’t have done it. But there are ways to simplify it. Like you don’t need to do an intro. You don’t need to do a blog post.

The goals of our podcast are a little different than maybe some business podcasts. For us, it’s learning how to do our job better. So later, in like two years when I forget how to pitch this particular magazine, I have a source. And so I go back and I listen to it and I take notes as I listen to it. And that’s basically like a school paper. And that’s just how I learn.

Episode Shownotes

  1. Can you tell me more about yourselves and Veracity?
  2. You produce two podcasts (PR Talk and StreetTalk), can you tell me more about them?
  3. Why did you start them?
  4. What has been the biggest surprise?
  5. What has been the biggest learning curve?
  6. How does it fit with your other marketing efforts?
  7. One reason businesses start a podcast is to develop relationships with thought leaders. I think that especially important in your business. Is that the case?
  8. Does it take too much time? How do you manage the production?
  9. Any advice to businesses considering starting a podcast?
  10. How can someone learn more about you and Veracity; and how do they subscribe to your podcasts?