Podcasting Resources
Pros and Cons of Open Communities vs Invite-Only Networks
Not all communities are built the same. Some are open. Anyone can join. Low friction. Big tent. Others are curated. Invite-only. Carefully vetted. Smaller rooms. Both can work beautifully in B2B. Both can also backfire. If you’re building a community as part of your...
Pros and Cons of Launching Multiple Niche Podcasts vs One Broad Show
At some point, growing B2B teams hit this crossroads: Do we launch one flagship podcast that covers the whole industry, or do we spin up multiple niche shows that each serve a specific audience? On the surface, more shows sounds like more reach. More surface area....
Pros and Cons of Podcasting Under a Personal Brand vs Company Brand
There’s a question almost every B2B team wrestles with before launching a show: Should this podcast live under a founder’s name… or the company’s? It sounds tactical. It’s not. This decision shapes how fast you grow, how much trust you build, and what happens if the...
John Rougeux: Category Strategy, Inflection Points & Executive Alignment – Episode #36
How can marketers escape the tactics trap and build category strategy that actually connects to the market? In this episode of Connect To Market, host Casey Cheshire welcomes John Rougeux, Founder of Flag & Frontier, to unpack why marketers are often set up for...
Pros and Cons of Gated Podcast Content
Every B2B team eventually asks: should we gate our podcast content? On one side, you’ve got the promise of lead capture. On the other, you’ve got the power of reach and brand growth. It’s not black-and-white, but it does require clarity about what you’re actually...
Pros and Cons of Branded Podcasts vs Industry Media-Style Shows
Not all B2B podcasts are built the same. Some are clearly branded. The company name is in the title. The host works there. The positioning is tight and intentional. Others feel like industry media. Broader name. Less obvious connection to the company. Guests from...
Is LinkedIn Oversaturated? What B2B Brands Should Do Instead
If you open LinkedIn right now, you’ll see: “10 lessons I learned building a $10M startup” Carousel posts about “3 mistakes killing your pipeline” AI-generated thought leadership Engagement pods hyping each other in the comments LinkedIn isn’t dead, but it is crowded....
Organic vs Paid Distribution for B2B Podcasts
You recorded a great episode. Now what? In B2B podcasting, distribution determines whether your content builds authority or disappears.The real decision isn’t whether to distribute.It’s how: organic, paid, or both. Organic Distribution: Authority Over Time Organic...
The Difference Between Distribution and Amplification in B2B
In B2B marketing, these two words get used interchangeably: distribution and amplification. They sound similar, but they’re not. Misunderstanding the difference is one of the biggest reasons great content fails to generate real impact. If you’re investing in podcasts,...
Private Communities vs Public Audiences: Where Should B2B Brands Invest?
Every B2B brand is building something. Some are building public audiences. Others are building private communities. On the surface, they look similar. Both aim to grow reach, engagement, and trust. But they operate very differently and they drive different types of...
Building a Podcast Network vs. One Flagship Show
At some point, every B2B brand investing in podcasting hits this question: Should we double down on one flagship show or expand into a full podcast network? On the surface, a network sounds bigger. More shows. More reach. More visibility. But bigger doesn’t always...
The Lifecycle of a Podcast Episode: From Recording to Revenue
Most companies treat a podcast episode like a one-time event. You record it, publish it, post it once on LinkedIn, and then you move on. That’s not a content strategy. That’s a missed opportunity. In B2B, a podcast episode shouldn’t be a moment. It should be a...
The ROI of Niche Podcasts in B2B: Why Smaller Audiences Win Bigger Deals
In B2B, everyone wants scale. More downloads, subscribers, and reach. But here’s the truth: reach doesn’t close deals, relevance does. That’s exactly why niche podcasts consistently outperform broad, high-volume shows when it comes to real B2B ROI. If your goal is...
The Pros and Cons of DIY vs Vendor Community Roundtable Management
Community roundtables are one of the highest-trust formats in modern B2B. They create real conversations. They surface honest challenges. They position your brand as a connector instead of a seller. But here’s what most teams underestimate: Roundtables are easy to...
The Pros and Cons of DIY vs. Vendor Podcast Production
Launching a B2B podcast sounds exciting. Until you realize it’s not just “hit record and publish.” There’s guest booking. Editing. Show notes. Distribution. Clips. Branding. Analytics. Consistency. And the very real pressure of not letting it quietly die after episode...
Audio vs. Video Podcasts for B2B: Which Format Drives More Impact?
If you’re launching a B2B podcast, one of the first decisions you’ll face is format. Audio only?Video-first?Full YouTube production?Clips for social? Let’s break down how audio and video podcasts actually perform, and which one makes more strategic sense depending on...
Podcast Guesting vs. Hosting: Which Builds More Authority?
Podcasts have become one of the most powerful authority-building tools in B2B. Once you decide to lean into the medium, a new question emerges: Should you host your own podcast or focus on guesting on others? Both can drive visibility.Both can build credibility.Both...
Referral Programs vs. Community Advocacy: What Drives More Influence?
Most B2B teams say they want more referrals. So they build a referral program. Discounts.Gift cards.Incentives.Formal submission forms. Sometimes it works, but there’s a bigger question underneath it all: Are referral programs actually the strongest driver of...
Valerie Riley: Optimizing GEO, Earning Trust & Challenger Brands – Episode #35
How can challenger brands win discovery, trust, and positioning as generative AI reshapes how buyers find and evaluate solutions? In this episode of Connect To Market, host Casey Cheshire welcomes Valerie Riley, Vice President of Marketing & Strategy at Unbounce...
Visibility vs. Credibility: Which Is Harder to Build?
Every B2B team wants visibility. More impressions, reach, followers, traffic, because visibility feels like progress. It’s measurable. It moves. It shows up in dashboards. But there’s another asset that rarely gets tracked with the same urgency: credibility. And when...
Campaign-Led Marketing vs. Ecosystem-Led Marketing
As we’ve been saying, today’s B2B buyer doesn’t move in straight lines. They bounce between LinkedIn posts, podcasts, blogs, peer conversations, Slack groups, and review sites long before they ever fill out a form. Which raises a bigger question: Is campaign-led...
Distribution vs. Depth: Why B2B Teams Need to Rethink Their Content Strategy
B2B marketing teams are stuck in a constant tradeoff. Do you push content everywhere to maximize reach?Or do you double down on fewer, deeper pieces that build authority and trust? On one side, distribution promises visibility.On the other, depth promises credibility....
Should Your Podcast Target Audience-Building or Lead Gen?
When most B2B teams launch a podcast, the internal question is usually, “How many leads will this generate?” That framing creates pressure. Pressure creates short-term decisions. Short-term decisions often kill long-term impact. The truth? A podcast built purely for...
Is It Time to Replace Cold Calls with Content-Led Outreach?
Cold calling is direct, measurable, forces activity, and in the right hands, it can still generate meetings. But buyer behavior has changed. Today’s decision-makers screen unknown numbers. They research vendors before responding. They consume content long before they...
Should B2B Teams Be Spending Less on Booths and More on Brand?
Sponsoring an industry event and hoping the pipeline follows has been a widely used tactic among many marketing teams. It’s predictable. It’s visible. It feels active. But as buyer behavior shifts and attention fragments across digital channels, many teams are...
Should You Cut Event Sponsorships for Always-On Content?
B2B marketing budgets are being scrutinized harder than ever. When leadership looks for places to trim spend, event sponsorships are often first on the list. They’re expensive, require travel, and rarely deliver clean attribution. Compared to a measurable, always-on...
Substack vs. Email Platforms for B2B Audience Building
Substack and traditional email platforms are built on fundamentally different philosophies. Understanding that difference is what clarifies the decision. What Substack Optimizes For Substack is designed around audience ownership and discoverability. It blends...
One-Off Campaigns vs. Always-On Channels
Campaigns create focus and urgency. They’re easy to present to leadership and straightforward to measure. When executed well, they can drive meaningful short-term results. Pipeline increases. Traffic spikes. Engagement jumps. But campaigns are designed to peak and...
Lead Volume vs. Relationship Depth: What Predicts Revenue?
“More leads” has been the default growth movement for a long time. But here’s the harsh reality: If revenue were purely a volume game, every company with high lead counts would be crushing it, which isn’t always the case. Lead volume just measures activity, and...
Web Traffic vs. Subscriber Growth: Which Metric Actually Matters?
Marketing teams love to see “52% increase in site traffic”. It feels good, and looks impressive in a board deck. But if no one comes back, did you actually build anything? Because traffic is attention, but subscribers are commitment, which are not the same thing. The...