Turning a legacy B2B podcast into a customer acquisition engine

APPROACH

• Aligning the show around customer acquisition sharpened guest selection, topics, and CTAs, making every episode commercially relevant

• Video and short‑form content massively expanded reach, driving roughly 40,000 views on TikTok and YouTube Shorts and turning some guests into paying customers while accelerating existing sales conversations

Challenge

• The podcast had run for years with many guests but had lost a clear strategic purpose

• Production costs and internal effort were high, but there was no clear line of sight to revenue, pipeline or brand impact

• Content remained audio‑only and was missing a major shift toward short‑form video as a discovery channel

• Re‑clarified the strategy: positioned the podcast as a customer engagement asset used at the right moments in the sales cycle

• Evolved the format from audio‑only to video, enabling repurposing into short‑form clips for social channels

• Launched a distribution engine using short‑form video on TikTok, YouTube Shorts and other platforms to promote episodes and highlight guest insights

RESULTS