Most podcasts are geared at reaching a wider audience and activating the top-of-funnel demand creation process.
But why not build a podcast for your customers?
You need to first have enough customers to warrant this approach, but once you do, this type of podcast can be a tremendous asset to help accelerate new business deals, improve customer adoption, and increase customer lifetime value.
Why? Because most of the guests on the show will be customers! What's better for a buyer and a customer than hearing from the voice of another customer? Not much.
When I was at Drift, we did a podcast called Conversation Starters. It was hosted by Sammi, one of Drift's Customer Success Managers. She brought customers and Drift employees onto the show to talk about all the ways they were using Conversational Marketing and Sales to drive pipeline and revenue.
We then repurposed a ton of the podcast content into guides, short clips, and one-pagers for the Sales and Customer Success teams.
PURE GOLD!