Helping B2B Clients Hit the Airwaves Through PodcastING
CLIENTS
ETAS and Tebis
KEY SERVICES
Project Management, Podcast Production, Podcast Logo and Brand Development, Strategy, Content Outline Generation
THE CHALLENGE
Due, in part, to shifting audience personas and marketing technologies, two of our B2B manufacturing clients—ETAS and Tebis—were looking for new methods of developing, launching and marketing thought leadership to niche targeted audiences. With in-person event opinions, email marketing conversions and social media algorithms shifting, these businesses needed a partner to help them reach current and potential customers in ways that would positively impact their bottom line.
OUR APPROACH
The WayPoint crew, understanding the technology behind, and value of podcasts for manufacturers, recommended this marketing activity as a communications tool for these clients—ETAS, a provider of vehicle basic software, middleware, and development and cybersecurity tools for the realization of Software-defined Vehicles; and Tebis, a provider of process solutions for manufacturers.
First up was figuring out effective and efficient ways to produce a podcast and then selecting the best fit for each business. Our team conducted research into the logistics of producing podcasts –including recording, editing and hosting software options, content, podcast marketing capabilities and more. After several rounds of testing the options, we identified top picks and made recommendations.
In tandem with the research, the WayPoint crew developed a unique podcast strategy for each business, which included target audience, content outline recommendations, guest speaker line ups, and marketing strategy proposals that would generate podcast awareness.
Each client was targeting their own niche audience of podcast users and had different end goals and needs. They required customized launch strategies, timelines and continual supporting activities after the initial launch.
One thing that was common between the two was the need to help hosts—typically experienced salespeople—feel comfortable and confident in front of the microphone. Their confidence in this new environment needed to be expressed through the microphone and understood by the listener. We leaned on our years of providing presentation training and supplied dos and don’ts for hosts and guests. WayPoint generated content outlines for each episode so hosts and guests would have a general idea of topics to discuss or how the conversation should flow. This outline was provided at least one week prior to our “pre-recording” meeting, which allowed hosts and guests to talk through expectations, questions, etc.
Throughout the production process, we managed project needs and offered recommendations for intro and outro music, led the recording sessions and provided raw files to the clients for editing.
THE RESULTS
We successfully launched, ETAS’ “Empowering Tomorrow’s Automotive Software”, and Tebis’ “The All-Axis Podcast”. Both are listed on Apple Podcasts, Spotify and Google Podcasts and, combined, have over 3,200 downloads in Europe, North America and Asia.
GET IN TOUCH
Start the path toward transforming your business with impactful marketing communications strategies.
Contact us via the form below or by calling 248.506.6696.