Spot AI’s 3 founders came to us with a number of goals. Foundationally, they wanted to create a category of “Video Intelligence”, reaching as many future customers within their ICP as possible. They also wanted to drive brand awareness and create mid-funnel content, by putting the co-founders behind the mic to share their expertise (and thus, be seen as experts in their industry).
In the past, they had focused on reaching 11 niche verticals, helping them understand how Spot AI could serve them. So being able to reach specific audiences within each vertical was incredibly important to them. More than that, they needed to be able to add new verticals to their target audience quickly and effectively.
The founders knew the power of podcasting, and believed it could help them get their messaging out and impact their goals. They also wanted to partner with an agency that could serve as an extension to their team, and help all 3 founders get booked on podcasts their future customers were listening to.
Within days of adding a new target audience they wanted to reach, we were able to book them on the largest shows in those categories. In just 3 months, we helped them reach an estimated 20,000 - 46,000 listeners in their target audiences, who listened to them for an average of 30 minutes each. Once the episodes went live, listeners started to book demo calls and talked about Spot AI in Facebook groups. They dramatically increased brand awareness, and were able to spread the word about their new category: Video Intelligence.
After a successful 3 months, the Spot AI team decided to add fellow co-founders, Rish and Sud, to the tour. This not only allowed us to expand their podcast categories, but it also helped raise the profiles of each co-founder within their specific verticals. With all 3 co-founders on the tour, Spot AI was able to leverage interviews across engineering, product, and sales.