Resolver is a Toronto-based scale-up whose mission is to transform the way organizations think about risk. Their cloud-based software equips growing enterprises with a streamlined, clear picture of their corporate security, IT, risk, and compliance processes, enabling them to make effective decisions to move their business forward.
Resolver helps protect over 5,000 of the world’s largest organizations, including Chevron, Starbucks, and Adidas, and has been featured in the Deloitte Fast 50 list for multiple years.
The company’s footprint is so impactful, in fact, that it was recently acquired by Kroll, the leading provider of data and technology related to risk, governance, and growth.
When Resolver first considered jumping into podcasting, they thought about creating their own branded podcast. But they quickly realized what they needed was to tap into existing listeners in their space versus building an audience of their own. They wanted to find a partner who could help them get into podcasting without having to start a show themselves.
Cue a podcast tour, and working with Lemonpie.
Resolver’s main goal was to increase brand awareness and prompt consideration of their software by raising the profiles of the leaders on their team. They wanted to reach existing audiences in the risk and compliance space at financial institutions who could become potential customers or partners.
While their primary objective wasn’t looking for direct leads from podcasting, they did want to be seen as a market leader in their industry so they could create awareness and demand.
Resolver’s initial tour was focused on Amanda Cohen, their Director of GRC Products.
We started the process with Amanda’s kickoff call where we dove into her background, career journey, and unique insights around governance, risk, and compliance. Amanda came into the tour with minimal media experience, so we worked one-on-one with her to build a narrative around her journey, honing in on the insights she’s generated throughout her career that would be counterintuitive to podcasters in the GRC space.
The Resolver team wanted to reach chief compliance officers, chief risk officers, and to a lesser degree, chief legal officers and were most interested in targeting US financial services between 100-5000 employees.
We took that audience focus and pitched every compliance and risk-focused show that directly targeted those listeners. Once we exhausted that list, we looked into shows with a tangential focus on GRC that would have a high likelihood of getting Amanda in front of their ideal audience (i.e. shows like Main Street Banking – a show for bankers that is less specifically focused on risk and compliance but targets financial experts.)
One of the strongest aspects of this tour is how we balance the GRC-related topics with Amanda’s personal story. This allowed us to position her as a compelling potential speaker and guest – not just a Resolver spokesperson. This approach helped the podcast hosts feel a more personal connection to her, which then made for better interviews.
After a successful 7 months of pitching shows for Amanda, we were able to reach an estimated 64,000+ listeners for 30-60 minutes each, and within Resolver’s target audience.
Not only did these interviews help build up Amanda’s reputation as a GRC thought leader, but they also provided the Resolver team with a repository of episodes they could go back to and share in their own channels. The podcast tour acted as both a content flywheel and a platform to increase the awareness of their brand and the leaders within it. The interviews also help them gather market insights on what their audience is asking, which then gave them topics they could cover in their own marketing to maintain a relevant voice in the industry.
The team was so pleased with the results that they added a second member to the tour, Amanda Ono, VP of Customer Experience, People & Culture.
"Their team has supported us every step of the way, building compelling profiles, providing valuable feedback, connecting us with amazing podcast hosts, and encouraging us to push the envelop. They are responsive to our needs as an organization and have helped build our brand in an otherwise untapped market."