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Salesforce Platform is a low-code technique to combine and make the most of Salesforce CRM Knowledge. Whereas most workers inside an organization’s income features are very accustomed to Salesforce, Salesforce Platform’s potential viewers was a lot much less accustomed to its existence. Salesforce Platform caters to CIOs and CTOs to construct functions and leverage the wealthy buyer knowledge contained inside Salesforce.

Regardless of the multitude of use instances and seamless integration with the world’s #1 CRM, Platform struggled to seize the eye of potential CIOs and IT departments. In 2018, Platform partnered with Mission.org to experiment with a brand new, podcast-focused advertising and marketing technique to extend content material manufacturing, drive consciousness, and in the end speed up pipeline.

Downside:
  • Solely 4% of CIOs within the Fortune 1000 knew about Salesforce Platform.
  • Salesforce’s earlier makes an attempt to achieve CIOs had been pricey, hard-to-measure paid adverts, occasions, and articles.
  • Tough to open accounts with conventional prospecting. Spent $50,000 on common to achieve one C-Degree prospect.
Answer:
  • Created a customized media channel that turned a high podcast within the tech trade.
  • Invited prospects and thought leaders on as visitors, making a group of IT professionals.
  • Bypassed conventional gross sales techniques to create direct, genuine connections with clients and prospects at 1/tenth the price.
  • Invested in evergreen content material manufacturing. Every episode can be utilized in numerous methods to drive natural curiosity and visitors to Salesforce Platform.
Outcomes:
  • 10x lower in value per introduction to a professional C-Degree choice maker.
  • 130% enhance in consciousness amongst key Salesforce Platform prospects.
  • Extra constant pipeline and predictable income
  • Bought unique entry to an engaged group of IT professionals, executives, and rising stars within the trade
  • Created a gradual stream of evergreen content material that can be utilized to share buyer tales, join with prospects, construct an engaged viewers, and extra

Launching IT Visionaries in 2018, Changing into A Prime Tech Podcast

In August of 2018, Mission.org launched IT Visionaries in partnership with Platform. IT Visionaries is a twice weekly podcast sequence that options interviews with trailblazing CIOs, CTOs, and CISOs. Because the present’s launch, greater than 340 episodes have been recorded and launched, the present has ranked within the Prime Tech podcasts a number of instances, together with topping the charts at #1 a number of instances, and has seen greater than 1.5 million downloads.

Past excelling within the podcast market, IT Visionaries has additionally demonstrated itself as a vital worth creator throughout a number of KPIs for Platform.

Making a Extremely-Focused, Excessive-Intent Viewers

Platform beforehand sought to drive conversions by way of conventional media and advertising and marketing strategies. They invested in paid advert campaigns and paid articles on main CIO- and IT-focused publications and web sites.

This technique put them in entrance of their excellent purchaser, however conversions had been low and prices per certified lead had been excessive.

They turned to podcasting as a possibility to construct an natural, engaged group of potential consumers for decrease value, larger ROI, and create a long-term relationship with this group.

“Advert-avoidance could plague many advertising and marketing channels, however not podcasts.”

According to Marketing Week, “Advert-avoidance could plague many advertising and marketing channels, however not podcasts. In actual fact, 78% of listeners really approve of podcast sponsorships. Why? As a result of the listeners make the connection that the promoting funds the content material that they honestly worth.” In actual fact, “67% of listeners may recall merchandise and types featured in adverts.

Different advertising and marketing strategies give attention to getting as many views, clicks, or impressions as potential – whether or not or not the engagement is from a professional lead. As a substitute, IT Visionaries targeted on attracting and securing listeners particularly inside Platform’s audience who benefit from the content material, stick round, and inform their mates. With this area of interest focus in thoughts, Mission was capable of construct – by natural and paid progress – a high-intent, highly-engaged viewers.

So what does that viewers appear like? 50% of IT Visionaries listeners have a family revenue of over $100k a 12 months. 80% of them have faculty or graduate-level training. Our viewers has been constructed by particularly focusing on government, director, and managerial-level IT personas.

The present’s listener base has grown steadily month over month and 12 months over 12 months indicating a extremely engaged viewers that listens to IT Visionaries recurrently.

As we speak, IT Visionaries is greater than a podcast, it’s a group of IT leaders.

Elevated Consciousness Among the many Fortune 1000

Not solely is Platform capable of faucet right into a niche-listenership, however they’re additionally in a position to make use of the podcast much more strategically – by inviting certified leads immediately on the present. It’s by this technique that the worth of a customized podcast actually begins to face out.

Earlier than 2018, Platform relied closely on occasions and webinars to extend consciousness of their product. Platform estimated that, on the time, these conventional prospecting strategies resulted in solely 4% consciousness among the many Fortune 1000.

On common, Platform noticed an funding of $50,000 per occasion (this determine doesn’t embrace the time funding or worker assets used to safe and plan these occasions). If these efforts resulted in a reference to one distinguished CIO, that was thought of a win. 

After launching IT Visionaries, Platform was capable of faucet into these prospects in a extra natural, genuine approach and for a a lot cheaper CPA — by inviting them immediately on the podcast to begin the dialog.

IT Visionaries visitors are a few of the most distinguished IT leaders within the trade. Since launch, the present has featured interviews with a number of Fortune 1000 IT leaders. These embrace interviews with folks like:

By means of the podcast, Platform has a direct connection to those IT leaders and thus a direct connection to their excellent buyer. By rolling out the crimson carpet for every visitor and offering them with a invaluable expertise, they’re left with a long-lasting impression that Platform can capitalize on.

“Such an superior episode and your group does an awesome job with the manufacturing of all of it.”

“Liked beginning my day with [this interview]. Can’t wait to listen to the podcast.”

“They’re a dream group. Was the perfect podcast expertise I’ve needed to date.”

Because the launch of IT Visionaries, consciousness of Platform amongst CIOs has elevated from 4% to 9.2%. And whereas consciousness has elevated, value per acquisition has considerably decreased. The place earlier than Platform was spending $50,000 per certified introduction, they’re now seeing that very same connection being made in a extra significant approach for 10x much less the price.

Improved Content material Output and an Funding in Evergreen Content material

Platform has additionally seen a dramatic enhance within the content material produced (and high quality of content material produced) by way of this methodology versus earlier content material growth strategies.

The podcast supplies perception into ache factors clients or prospects could also be experiencing and creates a “supply of fixed info” in accordance with one Salesforce product lead. “It’s about making that hour value of time and compounding the content material from it.”

With the podcast, they see not less than 8 items of latest content material made per week within the type of episodes, social shareables, movies, and extra. 

As these interviews and episodes are evergreen, the content material continues to obtain visitors lengthy after the episode was recorded and aired. Platform can leverage this content material in real-time as it’s created and refer the archives to repurpose previous content material for brand new initiatives.

Utilizing a Customized Podcast to Drive Outcomes

Within the three years since IT Visionaries launched, Platform continues to leverage the podcast in quite a few methods to satisfy their evolving wants and advertising and marketing objectives.

“The group at Mission has been instrumental within the success of our podcast.”

Salesforce VP

In accordance with one Salesforce VP, “The group at Mission has been instrumental within the success of our podcast. What you get to listen to on the floor when listening to the podcast is barely a small piece of what the group at Mission brings to the desk. The group handles all the things from recruiting and vetting candidates to podcast prep and manufacturing to post-show observe up. However, they don’t cease there. What makes Mission an absolute powerhouse and superb companion are their power in progress advertising and marketing and social the place they shine and are all the time producing high quality downloads and interesting content material. However most necessary of all, your complete group is totally skilled and agile in order that they simply pivot to new instructions for content material or concepts we need to take a look at. From day 1, our expertise has been nothing wanting extraordinary.”

A customized podcast has allowed Platform to… 

  • See a big enhance (130%) in consciousness amongst key Salesforce Platform prospects.
  • See a 10x lower in value per introduction to a professional lead
  • Construct a extra constant, predictable income mannequin
  • Create evergreen content material that can be utilized (and reused) in advertising and marketing and gross sales initiatives throughout the corporate.