How Do I Generate Demand Through Podcasts?
Design a podcast with a sharp POV, book ICP-aligned guests, repurpose episodes across channels, add measurable CTAs and dynamic ad insertion, then attribute influence to pipeline in HubSpot.
Treat your podcast as a create → capture → attribute system. Create demand with a distinctive POV and ICP guest lineup, capture demand with episode-specific CTAs (vanity URLs, QR codes, Lead Gen Forms, newsletter opt-ins) and retargeting audiences (site visits, video views, form opens), then attribute outcomes by tying UTMs and self-reported attribution to a HubSpot Campaign and offline conversions for meetings, SQLs, and opportunities.
Podcast Demand Gen Plays
Build a Podcast That Feeds Pipeline
Start with a show architecture: name, POV statement, ICP roles, and 6–8 pillar topics mapped to pains and desired outcomes. Establish a guest pipeline that blends customers, prospects from Tier-1 accounts, and influential partners. Share a guest kit (prep doc, questions, assets) to ensure quality and post-episode distribution.
Turn episodes into a multi-channel program. Publish audio to the RSS feed and video to YouTube. Repurpose into 3–5 short clips, a written recap, a checklist/template, and a newsletter send. Use dynamic ad insertion for timely CTAs and vanity URLs (e.g., /pod/offer) with UTMs per episode and per guest. Add a self-reported attribution field on key forms to capture “podcast” and episode mentions.
Connect to revenue: group assets in a HubSpot Campaign, standardize naming and UTMs, and pass meetings/SQLs/opportunities back as offline conversions. Retarget podcast engagers with LinkedIn/YouTube ads to case studies or assessments. Review weekly: frequency, completion rate, CTR on show notes CTAs, and pipeline per episode.
30-Day Podcast Demand Sprint
- Days 1–5: Define POV, ICP roles, and pillars; pick format and cadence; set naming, UTM, and HubSpot Campaign conventions.
- Days 6–10: Build a 12-week guest list (customers, prospects, partners); create guest kits and episode-specific landing pages with offers.
- Days 11–20: Record 3–4 episodes in a batch; produce video, clips, audiograms, recaps, and checklists; configure dynamic ad slots and vanity URLs.
- Days 21–30: Launch on major platforms; publish clips and newsletter; create retargeting audiences; enable offline conversions; review early pipeline signals and refine CTAs.
Frequently Asked Questions
Turn Your Podcast Into a Demand Engine
We’ll design the show, build your content factory, wire CTAs and attribution, and optimize to the revenue metrics your CRO cares about.
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