Salesforce Platform is a low-code technique to combine and make the most of Salesforce CRM Information. Whereas most staff inside an organization’s income capabilities are very conversant in Salesforce, Salesforce Platform’s potential viewers was a lot much less conversant in 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 circumstances 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 technique to extend content material manufacturing, drive consciousness, and in the end speed up pipeline.
- Solely 4% of CIOs within the Fortune 1000 knew about Salesforce Platform.
- Salesforce’s earlier makes an attempt to achieve CIOs had been expensive, hard-to-measure paid adverts, occasions, and articles.
- Troublesome to open accounts with conventional prospecting. Spent $50,000 on common to achieve one C-Stage prospect.
- Created a customized media channel that grew to become a prime podcast within the tech trade.
- Invited prospects and thought leaders on as company, making a group of IT professionals.
- Bypassed conventional gross sales techniques to create direct, genuine connections with clients and prospects at 1/tenth the associated fee.
- Invested in evergreen content material manufacturing. Every episode can be utilized in numerous methods to drive natural curiosity and visitors to Salesforce Platform.
- 10x lower in price per introduction to a professional C-Stage choice maker.
- 130% improve in consciousness amongst key Salesforce Platform prospects.
- Extra constant pipeline and predictable income
- Acquired 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, Turning into A High 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. For the reason that present’s launch, greater than 340 episodes have been recorded and launched, the present has ranked within the High 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 an important 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 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 splendid purchaser, however conversions had been low and prices per certified lead had been excessive.
They turned to podcasting as a chance to construct an natural, engaged group of potential patrons for decrease price, greater ROI, and create a long-term relationship with this group.
According to Marketing Week, “Advert-avoidance could plague many advertising 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 might recall merchandise and types featured in adverts.”
Different advertising strategies give attention to getting as many views, clicks, or impressions as doable – whether or not or not the engagement is from a professional lead. As an alternative, IT Visionaries targeted on attracting and securing listeners particularly inside Platform’s audience who benefit from the content material, stick round, and inform their pals. With this area of interest focus in thoughts, Mission was capable of construct – by way of natural and paid progress – a high-intent, highly-engaged viewers.
So what does that viewers appear to be? 50% of IT Visionaries listeners have a family earnings of over $100k a yr. 80% of them have faculty or graduate-level schooling. Our viewers has been constructed by particularly concentrating on govt, director, and managerial-level IT personas.
The present’s listener base has grown steadily month over month and yr over yr indicating a extremely engaged viewers that listens to IT Visionaries repeatedly.
In the present day, 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 way of 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 embody 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 inexpensive CPA — by inviting them immediately on the podcast to start out the dialog.
IT Visionaries company 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 embody interviews with folks like:
By way of the podcast, Platform has a direct connection to those IT leaders and thus a direct connection to their splendid buyer. By rolling out the purple carpet for every visitor and offering them with a beneficial expertise, they’re left with a long-lasting impression that Platform can capitalize on.
“Such an superior episode and your workforce does a fantastic job with the manufacturing of all of it.”
“Beloved beginning my day with [this interview]. Can’t wait to listen to the podcast.”
“They’re a dream workforce. Was one of the best podcast expertise I’ve needed to date.”
For the reason that launch of IT Visionaries, consciousness of Platform amongst CIOs has elevated from 4% to 9.2%. And whereas consciousness has elevated, price 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 associated fee.
Improved Content material Output and an Funding in Evergreen Content material
Platform has additionally seen a dramatic improve within the content material produced (and high quality of content material produced) by way of this technique versus earlier content material improvement strategies.
The podcast gives perception into ache factors clients or prospects could also be experiencing and creates a “supply of fixed info” in line with one Salesforce product lead. “It’s about making that hour price of time and compounding the content material from it.”
With the podcast, they see a minimum of 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 outdated content material for brand spanking 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 objectives.
In line with one Salesforce VP, “The workforce 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 simply a small piece of what the workforce at Mission brings to the desk. The workforce handles every thing from recruiting and vetting candidates to podcast prep and manufacturing to post-show comply with up. However, they don’t cease there. What makes Mission an absolute powerhouse and wonderful companion are their power in progress advertising and social the place they shine and are at all times producing high quality downloads and fascinating content material. However most essential of all, all the workforce 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 in need of extraordinary.”
A customized podcast has allowed Platform to…
- See a major improve (130%) in consciousness amongst key Salesforce Platform prospects.
- See a 10x lower in price 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 gross sales initiatives throughout the corporate.