AMP: The Amplified Marketing Podcast: Recent Episodes
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Welcome to AMP: The Amplified Marketing Podcast. This show is your one-stop shop for all things amplified marketing, the future of B2B marketing. On this show, we'll talk to guests about how they are deploying a strategy that focuses on putting expert interviews and conversations at the center of their content strategy, then amplifying those voices into marketing and business strategies. Listeners will not only be introduced to a new way of thinking about B2B content, but also actionable guidance and relatable advice that they can take back to their roles and start implementing right away.
Welcome back to the 5th and final stage of the How B2B Podcasts Grow Up series.
This is where we take all of our experimenting we did with our podcast in the past and turn it into something bigger and better. If you’re in Stage 5, you’re starting to see real, measurable business impact coming from your show. The dream, right?! Well, in these next few episodes, the dream is a reality for the amazing leaders at Zylo and Cheetah Digital, who are graciously sharing their experiences in growing their shows to Stage 5 glory..
A big thank you to my friends, Marigold, Zylo, and their amazing teams for sharing their secret sauce on measuring business value.
You’ve launched your podcast. You’ve grown your audience. Yippee! But the mission isn’t over. The goal is to create a sustainable, attributable content marketing engine, right?
That’s where we shift – from a single RSS feed to a full-blown network and amplified marketing strategy. That’s what my podcast expert friends and I talk about in Stage 4 of the How B2B Podcasts Grow Up series.
Join marketing phenoms Jordan Feise of Gong, Meg Johnson from OpenView Venture Partners, Kara Singer of Oak Street Funding and the dynamic duo of Rowan Tonkin and Peter Mahoney at Planful in this series all about expanding your show and reaping all the benefits you’ve dreamed of.
Welcome back to our new series, How B2B Podcasts Grow Up! This time…we’re jumping into Stage 3: Audience Growth. Are you stuck in a spot where you feel like your podcast is a gold mine, but you’re not mining it for all its worth? Is there more you could be doing, but don’t know what quite yet?
Your host and CEO of Casted, Lindsay Tjepkema, takes us through ways we can elevate our show to reach its full potential - to grow your audience, podcast team, and content plans surrounding the show.
Join Lindsay as she dives into these tips with well-known, B2B podcast experts. A special thank you to
James Gilbert, Stephanie Cox, Vern Tremble, Vincent Pietrafesa, Michael Lynn, Molly Chill, and Michael Rivo for sharing some valuable tips.
Your favorite podcast once started without any idea of whether you would listen. But you did!
What makes shows like that successful? While so many others don’t get the traction they hope for.
In this third episode of the How B2B Podcasts Grow Up series, your host and CEO of Casted Lindsay Tjepkema reveals everything you need to know to launch your show to raving support from your audience. She interviews podcast leaders at Salesforce and HubSpot to learn how they’ve prepared their shows for Day 1.
Recording logistics. Cadence. Final decisions. The experts also discuss how your podcast and guest experience impact your brand.
Thank you to Megan Collins, Tina Rozul and Heike Young, and Mike Volpe and Ellie Mirman of the HubSpot podcast team for their perspectives.
Listen in for:
✅ What to do before you press record on Day 1—nailing the small details is super important
🤩 Why guest experience is crucial for the success of your interview-style show
✨ The importance of adapting to mistakes—the best podcasts know how to pivot
“To measure listenership or not to measure listenership. That is the question.” — Shakespeare, probably
Is your show all about sales attribution? What about strengthening current customer relationships? Or do you want to reach new partners and in turn, a new audience?
In the second episode of the How B2B Podcasts Grow Up series, Casted CEO Lindsay Tjepkema interviews Megan Collins, Tina Rozul and Heike Young and Sam Balter and Meghan Keaney Anderson to reveal the various ways in which the world’s most successful podcast companies measure ROI.
Listen in for:
👨💻 How & why to choose your KPIs before your podcast launches
📈 Why podcasts help you reach any marketing goal, including: audience growth, partnerships, customer satisfaction or new business
💰 The importance of keeping your expectations in check—not every sale will because of your podcast
Welcome to our new series, How B2B Podcasts grow up. Join host and CEO of Casted Lindsay Tjepkema as she finds out what makes a podcast good or bad—and, why do some succeed where others fail?
As podcast experts, we believe it’s all behind the scenes – everything your favorite podcast did before you even knew it existed. Listen in as Lindsay dives deep with podcast experts from Salesforce and Hubspot share their expertise.
Special shoutouts to Megan Collins, Tina Rozul, Conor Wiegmann and Heike Young, and Meghan Keaney Anderson and Sam Balter for discussing their experience.
What makes a podcast good or bad? Why do some succeed where others fail?
As podcast experts, we believe it’s all behind the scenes – everything your favorite podcast did before you even knew it existed.
In the first episode of the How B2B Podcasts Grow Up series, your host and CEO of Casted Lindsay Tjepkema interviews podcast veterans and experts from Salesforce and HubSpot. They reveal the do’s and don’ts of Stage 1 of the Maturity Curve and how to be confident in your show’s positioning when you finally press record.
They also confess details of what makes a podcast successful in the eyes of both the audience and the marketing team.
Special shoutouts to Megan Collins, Tina Rozul, Conor Wiegmann and Heike Young, and Meghan Keaney Anderson and Sam Balter for discussing their experience.
Listen in for:
☝️ The most important thing you need to launch your show? Intention
👴 Podcasting pro-tip—learn from the pros. They’ve been there, done that.
⭐ Why podcasts fizzle out when marketing, sales and leadership aren’t aligned on goals
Who said marketing has to be fancy and modern?
Why can’t we revert back to tactics we know work? Like customer conversations as the main ingredient for great content.
Julian Lewis, the co-founder of StudioPod, an audio-first production company, joins the final episode of (Re)Sessions to share his take on how marketers can do more with less.
You’ll learn why customer conversations are back and better than ever, how to mine, organize and enable your sales team to use content, and how amplified marketing allows marketers to measure effectiveness of content.
Key Takeaways:
🗣 03:12 - 06:08 Why customer conversations are back and better than ever
📈 07:15 - 11:06 How amplified marketing allows marketers to measure effectiveness of content
👍 16:41 - 18:57 How to mine, organize and enable your sales team to use content
No one understands compelling content like Devin Bramhall, the former CEO of Animalz, a content marketing agency for B2B SaaS companies like Amazon, Google and Zendesk.
Casted CEO Lindsay Tjepkema and she discuss what marketers can do during a recession to be efficient yet creative.
Tune into this episode of (Re)Sessions to learn how to create and use content partnerships to your advantage, how to experiment and get creative during a recession, and why moving slow and smooth is smart.
Key Takeaways:
👩🔬 09:19 - 10:28 How to experiment and get creative during a recession
💪 10:35 - 12:18 How to create and use content partnerships to your advantage
🐢 14:24 - 17:00 Why moving slow and smooth is smart
The recession is here. What does that mean for your company’s content strategy when everyone seems to be cutting back?
Long story short, not what you’d imagine.
Jeff Coyle, co-founder and Chief Strategy Officer at content intelligence platform Market Muse, has the answers. In the second episode of (Re)Sessions, Jeff shares his analytical take on how to get more from less.
You’ll learn how to calculate and increase your content efficiency rate, why repurposing content for all formats is important to your audience, and how to perform a content audit and get quick wins.
Key Takeaways
🔥 02:45 - 05:50 How to calculate and increase your content efficiency rate
💡 05:53 - 08:06 Content repurposing can feel tedious but worth the time
👏 09:36 - 10:59 Why repurposing content for all formats is important to your audience
🔎 11:24 - 13:56 How to perform a content audit and get quick wins during a recession
What do you do during an economic downturn, when your resources are slashed, your team is cut, and you’re asked to do more with less?
Rachel Downey says while others are pulling back, it’s time for you to lean in and double down on what’s working.
Rachel is the founder and CEO of Share Your Genius, an end-to-end podcast agency built from a marketer’s perspective. She joined the first episode of ReSessions to share her content marketing expertise.
You’ll learn why it’s important to stand out during a recession, how to create and leverage a consistent brand message, and how to repurpose podcast content for all of your marketing channels.
Key Takeaways:
🎙 1:55-2:39: Are you under-leveraging your podcast content?
💡 9:18-10:51 How to repurpose podcast content for all your marketing channels
🙋♀️ 14:26-14:54 The importance of standing out and owning your lane during a recession
There is a lot of noise in the marketplace, from whiplash headlines to predictions galore. What does the future look like? Where is the economy heading? How can we be ‘recession proof’?
It can all feel a bit too much. And as marketers, we already have a bit too much to do.
Introducing (Re)Sessions, a special four-episode series we've curated to answer the questions on every marketer's mind when dealing with the most certain thing - uncertainty.
You'll hear from four industry leaders in content marketing to get their take on what may lay ahead—Rachel Downey, Founder and Executive Producer of Share Your Genius, Julian Lewis, Co-founder of StudioPod Media, Devin Bramhall, CEO of the content marketing agency Animalz, and Jeff Coyle, Co-founder and Chief Strategy Officer for MarketMuse.
In this series, host Lindsay Tjepkema digs deep with each expert to get their advice on what to do when the noise gets a bit too loud and, more accurately, what to do when budgets get slashed, headcount gets lowered, and the list gets longer.
The one thing you will learn is there are opportunities and creative solutions to win—no matter what.
As a VP and Social Discipline Leader at IBM, Stephen Hunton is all about understanding what his audience wants: Is it a product demonstration? A topic they need to get educated about? Or do they just want to be fascinated by a new look at something or a deep dive into an innovation?
Likewise, Hailey Wheeler, Services Marketing Communications Consultant at Caterpillar, is also building relationships with the brand’s varied audiences using content from print to podcasting and all the channels in between.
In this special live panel from our AMPLIFY event, Stephen and Hailey discuss how Amplified Marketing allows them to reach more people with less-frequent-yet-higher-quality audio and video content.
Key Takeaways
🔥 13:15 - 15:00 Effective Content: Demonstrating, educating, and fascinating
📣 16:25 - 18:15 Content Marketing is about human connection
🪄 25:40 - 28:37 Expectations on what content can do for a brand
🚀 29:54 - 30:46 How Caterpillar is amplifying their audio and video content
💡 33:25 - 34:25 How to find experts for your audio and video content
🥳 38:10 - 40:24 The Amplified Marketing Methodology: Why we're excited
🙋 43:31 - 45:09 Q&A: How to effectively make a case to leadership that content marketing creation structure need to support quality first, then quantity
🧑💻 48:05 - 50:03 Gathering data: What's the time under tension?
🔑 57:33 - 01:00:52 Q&A: To gate or not to gate?
When we talk about amplified marketing, you’re going to hear “audio and video content.” A LOT. And for good reason. Things like webinars, video series, and yes, even podcasts are filled with some of the richest, expert-driven content you can find out in the world. This kind of content is truly poised to be reused, repurposed, and wrung out across channels.
But when it comes to podcasting specifically, there seem to be a lot of perceptions about what podcasting is and isn’t. And my guests today are here to put their own cards on the table and discuss the myths and misconceptions about podcasting that they believe might be holding brands back from expanding into this powerful channel.
In this special session from our AMPLIFY event, Lumavate’s President and Host of the Real Marketers Podcast, Stephanie Cox, and Senior Marketing Specialist, Michelle Lawrence share their thoughts on how a podcast fits within a marketing strategy. And you probably won’t be surprised to learn that they also know from personal experience how a podcast can fuel your content strategy and make it easier to ahem...amplify your content to feed all your other channels.
Key Takeaways:
03:34 - 05:19 🎙Marketing Myth #1: Your CEO should be your podcast host
05:21 - 09:25 📣 Marketing Myth #2: There's a podcast for everything, and you'll never break through the noise
09:27 - 11:58 🥵 Marketing Myth #3: Podcasting is hard
11:59 - 14:56 ⏳Marketing Myth #4: You can only market new content for a couple weeks after release
15:01 - 16:33 📲 Marketing Myth #5: Podcasts should generate leads
Resources:
Real Marketers Podcast
What if you could curate content for your customers by harnessing the power of expert voices? What if those expert voices also happened to be amazing creators? Would you lean into working with these outside experts to launch an entire podcasting network? That’s exactly what HubSpot did in 2021 — they launched a podcast network full of amazing (and already established) podcasts.
But why lean into a podcast network full of content creators over starting your own? Especially when you’re a brand, like HubSpot, that has a history of creating some pretty amazing audio and video content.
In this special session from our Amplify event, Alanah Joseph, Senior Marketing Manager of the HubSpot Podcast Network, breaks down why HubSpot chose to undertake this initiative, how they curated and worked with these creators, and how you can take some pages from their book and work with creators and experts in your own space. Learn how Hubspot is leaning into Amplified Marketing and amplifying the voices of experts and creators in their content in really unique and untraditional ways.
Key Takeaways:
04:13 - 06:46 🎬 The beginning of the Hubspot Podcast Network
07:03 - 09:50 💡 The creation of inbound marketing
10:24 - 12:26 🤝 Why brands partner with creators
13:21 - 17:40 🛠 Building relationships with creators: How to find the right creator
18:03 - 22:17 ✍🏽 Tips for building a flexible workflow
22:19 - 24:49 📣 Sharing is Caring: Amplify voices and brands
Resources:
HubSpot's Podcast Network
Our guest today is one of our favorite content marketing experts in the world. As a Multimedia Marketer at OpenView, Meg Johnson is a pioneer in Amplified Marketing and one of our first colleagues who, like us, saw how complicated and discouraging the life of the content marketer had become. Meg knew there had to be a better way to create all the content she needed without sacrificing quality or creativity, and that meant she needed a revolving source of content, a Content Carousel, as she likes to say, and that allowed her to repurpose and reuse some of OpenView’s most valuable content across different formats and channels.
But don’t let this reusing and repurposing of content allow you to think amplified marketing is about quantity. Oh no no no, my friends. Quality is king here. And from Meg’s perspective, there’s a simple way to ensure this creates quality content every time.
In this special session for our AMPLIFY event, Meg goes a little deeper beyond creation and discusses the dos and don’ts of brand building with a special focus on how vulnerability is the raw material that we, as marketers, should use to forge authenticity and trust with our audience. She’s also a big believer in treating people like they’re people, not transactions.
Key Takeaways:
03:16 - 03:49 ❤️ People care about people, not brands
04:16 - 05:28 🛠 Building your brand through authenticity and trust
05:33 - 07:36 💡 Be consistent: It will help build trust and deliver value
07:38 - 09:05 🗝 Lead with empathy - People are people, not transactions
11:21 - 12:03 📲 Do prep calls before you record your podcast
12:04 - 12:35 ⚖️ The balance between being a good marketer and a good human
12:35 - 14:24 ♻️ The Content Carousel: Reuse, Repurpose, and Repeat
14:24 - 15:28 👯♀️ Find your community
Resources:
BUILD with Blake Bartlett
Marketing Showrunners, Jay Acunzo
OpenView Website
There's a misconception that in order for marketing to be creative, you have to sell a product or service that is hip and cool and exciting. But newsflash, some of the most innovative and creative marketing campaigns come from brands in unexpected spaces. I mean, think about it. It's all about understanding your audience and finding a creative perspective to connect with them,
My guest today is Sam Balter, Director of editorial content at ZoomInfo. And he's the guy who truly loves content marketing and uses it in creative ways to engage an audience some might think that would be hard to reach, and that's all the hardcore fans of date out there. ZoomInfo has a lot of its own data. I mean, it's what they do, it's a lot. And when they were thinking about what they could do with it to grow their audience, Sam came up with the ingenious idea of taking all that data, turning it into content for different channels, and building the brand's story off of conversations. That's when the Talk Data TO Me podcast was born. Don't you love that name? And since then, Sam has been refining his creative process and is always looking for new ways to use that incredibly valuable content to reach new audiences and continue to grow the brand.
In this very special session, from our recent Amplify event, Sam discusses his views on the state of content marking today. What's working, what's not, and where he sees new opportunities popping up like Attention Artibtrage. Let's dive in.
Key Takeaways
05:47 - 08:20🎢 The highs and lows of a content calendar
08:44 - 11:36🚛 Delivering unique content with a purpose
15:22 - 17:57💸 Focus on Attention Arbitrage
24:06 - 26:48👏 Create a space where marketers can fail, and learn from mistakes
30:12 - 34:11📣 Takeaways for content leaders to bring creativity back in to play
Resources
ZoomInfo Website
Talk Data To Me Podcast
What do Saxsquatch, Dumpster Fires, and Dunder Mifflin all have in common? (wait, look around) They were each a central part of some pretty interesting and downright creative marketing campaigns that our guests on today’s show worked together to create. Brad Beutler, Content Marketing Director, and Jillian MacNulty, Senior Content Marketing Manager of Terminus have created a kind of Terminus Time-Space Continuum of super-engaging content. But it’s not just about being crazy creative. They’ve developed a yin and yang to their content strategy. A complimentary balance of the fun creative side and the (what some would say is) less fun but critical side of managing a content calendar, having a distribution strategy, and including necessary things like SEO in your plan.
What makes it all come together and drive results? I’ll give you a hint, it starts with amplified and ends with marketing.
That’s right, Brad and Jillian believe that for every project you launch, you have to create a post-launch amplification plan that will get your content out to the widest audience possible, and they do that by repurposing, refreshing, and reusing the original content in all the channels their audience is in. And in this special session from our recent AMPLIFY event, they break down how you can do it, too.
Key Takeaways
04:16 - 06:45👋 Meet the Yin and Yang of content
08:12 - 10:15⚖️ A balanced approach to content
11:27 - 14:20🚀 How to launch a piece of content
14:47 - 19:27🔥 Insights for amplifying your content
19:42 - 21:22💡 Learnings from repurposing content
Resources
How ABM Could Have Helped Dunder Mifflin
The Flip My Funnel Podcast
Our guests today are masters of listening to each of their audiences. Drift was one of the first brands to go all-in on building content streams around recorded conversations, one of the pillars of Amplified Marketing. And on today’s show, Content Marketers Molly Sloan and Elizabeth Hilfrank discuss how Drift not only experimented early on and incorporated video and podcasts into their strategy, but how they’ve kept a close eye on each show’s audience, how they’ve found riches in those niches, and how they’ve gone on to create multiple shows for different, evolving audiences.
For instance, Elizabeth’s running four shows at the moment, including a new one we’re really excited about, Pipeline, hosted by returning Drift alum Dave Gerhardt, one of the original conversational content creators.
In this special session from our recent AMPLIFY event, join me, Molly, and Elizabeth as we explore all the ways Drift puts their audience first, from mining that rich content from the expert’s brain to how Molly and Elizabeth promote and amplify their content to reach all those people waiting for that next episode.
Key Takeaways:
03:36-04:13 👋 Meet Molly & Elizabeth
04:56-06:58 📹 Prioritizing audio and video to make the brand more personable
08:16-10:32 📣 Audio and videos place in an amplified marketing strategy
13:46-15:00 🔍 Keeping a pulse on what’s working and what’s not
16:05-18:04 💰 The return of Dave Gerhardt and the launch of “Pipeline"
22:05-22:57 🤝 Audio and video creation takes teamwork
28:52-30:59 🪐 Amplified marketing in space
32:48-34:12 ⏳ Amplified marketing isn't linear
38:30-39:56 🎉 What excites you about amplified marketing?
Resources:
Pipeline with Dave Gerhardt
RevGrowth Virtual Summit
Drift Insider
Picture this. Your team is creating amazing, high-quality audio and video content that harnesses the power of expert voices. It’s the content your prospects and customers want. It transcends format and channels. It’s the best content you’ve ever created! But you come to find out, no one on your team is using it because they can’t seem to locate it. Sound familiar?
Today’s guest is no stranger to the woes of the content team in enterprise brands. As the Director of the Salesforce Studio Team, Michael Rivo understands how content silos and lack of content access can create disparities across teams and leave so many content opportunities on the table. With an abundance of content including over 20 shows in production and with the Salesforce Plus launch on the horizon, Michael knew his team needed to bring all of their content under one umbrella to create consistent processes and structure for their content universe.
In this special session for our Amplify event, Michael walks me through how Salesforce is leaning into Amplified Marketing by bringing all of their content together, creating a Podcasting Center of Excellence, and putting amplification strategies in place.
Key Takeaways
06:05 - 07:08💡The center of excellence
07:46 - 09:20😪 Life before Amplified Marketing
11:15 - 12:58🪐 Creating a universe of audio through Amplification
18:26 - 21:55🔥Connecting with people with your content and through multiple channels
27:00 - 28:52📣Advice to those who want to amplify their marketing strategies
Resources
Dreamforce
Salesforce Resource Center
In this episode, we’re talking with Devin Reed, the Head of Content Strategy at Gong, one of our favorite brands — and one of our favorite content minds — to work with. Once upon a time, Devin worked somewhere else, and it was Gong’s blog that caught his eye. The insights it uncovered were unlike anything anyone else was doing, and it had a unique tone of authority and approachability that really resonated with the audience — you know, all the things content marketers are striving for every day.
Since joining Gong, Devin has continued to lean into creating stand out content, but not just in written form.
In this special session from our AMPLIFY event, we’ll get into how Gong is using audio - and video - in unique, interesting ways. And how Devin uses and reuses content to reach his audience where they want to be reached. PLUS, among the amazing things he knows how to do, Devin has a great deal of experience in something Casted has just done, and that’s category creation. In fact, Gong launched their own category, revenue intelligence, using… wait for it… amplified marketing. So let’s jump in and hear from Devin himself.
Join us for an exciting chat with Devin Reed, Head of Content Strategy of Gong, as he discusses how Gong approached creating their category, Revenue Intelligence, using Amplified Marketing as their guide.
Key Takeaways
05:13 - 08:20💥 How valuable content helped drive brand growth
08:31 - 10:42🌞 Starting Gong Labs and utilizing content on multiple channels
11:28 - 12:49📣 Know your audience!
14:27 - 16:48🤯 Category Creation: You must know your "why" to then deliver your value
21:02 - 23:12⚡️The thunder after the lighting strike
24:53 - 26:16🎉 How Devin Amplifies content from his podcast, Reveal
32:30 - 34:36🎙Results that came from having a podcast
35:22 - 36:22✍🏽Takeaways for Category Creation and Amplified Marketing
Resources
Reveal: The Revenue Intelligence Podcast
Gong Labs Live
Play Bigger Category Design