Bernie Borges | Account-Based Podcasting | Demand Gen Summit 2021

Overview

Bernie goes over account-based podcasting, a strategy to target potential customers by featuring decision-makers on your podcast. He details step-by-step instructions to implement this strategy in conjunction with sales and marketing. 

Speaker

Bernie has three decades of experience in B2B sales and marketing roles. As CCO at Vengreso, he is responsible for leading a team of Customer Success Managers (CSMs) and Customer Implementation Managers (CIMs) in the successful delivery of digital sales training and LinkedIn profile optimization services. 

Quotes

“Account-Based Podcasting: Being INTENTIONAL about publishing podcast content featuring people at target or potential target accounts using the interview method.”

Action Points

Benefits of Account-Based Podcasting: 

-Break down barriers of contact 

-Build relationships at senior levels 

-Create conversations 

ABP Strategy:

-Identify target accounts 

-Identify target roles 

-Determine outreach methods 

Sample outreach message template: 

“On the (name of podcast show), we showcase (target role or persona) on (topic) in a thought leadership format and we wanted to showcase you. Visit our podcast page to learn more.” 

Prep for Sales Conversation: 

-Internal sales collaboration 

-Due diligence on guests account situation 

-Know their pain 

-Document the pain 

Recording day: 

-Friendly chat before 

-Ask for 5 minutes after recording in advance 

-Record fabulous interview 

-Transition to their business 

-Reveal pain to the guest 

-Guest acknowledgment, ask permission to introduce your sales contact 

-Guest declines, proceed with editorial purpose 

Results: 

-Open doors to hard to reach prospects 

-Build relationships 

-Get referrals 

-Build pipeline