The FreshBooks team wanted to get their story out to more potential customers, so they turned to journalists and traditional PR. After they didn’t get the traction they hoped for, they decided to try podcast tours. They already had an in-house team who were charged with paying for ad spots on certain shows, so they weren’t strangers to the podcast world. They knew that podcasting sponsorships worked, and wanted to see if they could tell the FreshBooks story from behind the guest seat.
So Lindsay, Director of Communications & Community, got to work finding the right shows, and pitching Mike to be a guest on them. Because she wanted to do things the right way, this took time. She knew how much hosts and producers put into their shows, and wanted to respect them - not spam them.
This meant finding shows where Mike could actually bring value to the listeners, and crafting each pitch to be personal and thoughtful. Her work started paying off, but she realized it wasn’t sustainable to keep doing things the way they were. Instead, she wanted to find a way to do more personal, thoughtful, brand-building outreach - but with limited in-house resources.
FreshBooks tried a traditional PR agency, but quickly realized what they were getting was a shallow, 1 size fits all approach, rather than a unique relationship-based approach.
Throughout our engagement, we helped FreshBooks build relationships with world-class hosts and interviewers, which increased both their inbound speaker requests at industry events and inbound podcast requests saving them over 32 hours of work a month. Mike's interviews reached an estimated 1,317,500+ listeners in their target audiences, who listened to them for an average of 30 minutes each. With each successful interview, we helped the FreshBooks team build a library of content to share across their other marketing channels.
“You took the time to understand FreshBooks and the nuances of who we were trying to reach, and what we’re all about. Every touchpoint was amazing. I remember seeing some of the emails that were sent on our behalf. I was blown away at the care that was put into every communication touchpoint. I was proud that you were representing our people and our brand.
You are truly a trusted partner. I feel like you are part of our internal team. You scale this in a way that gives me time back to work on and explore new breakthrough opportunities for our team.”