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.
After a successful 7 months of pitching shows for Amanda, we were able to reach an estimated 28,000 to 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."