The Podcast and Pipeline Gap: How Podcasts Fit Into Your ABM Strategy
For most B2B marketers, their podcast is a brand awareness play. It’s the show you’re proud of, the one leadership enjoys, but the one that never comes up when your team maps the channels touching your target accounts.
But here’s the catch: The people already listening to your show may be sitting inside the exact accounts your sales team is chasing. When your podcast lives in a silo, cut off from your CRM, you can’t see them, you can’t act on them, and you’re leaving real pipeline on the table.
The savviest B2B marketers are closing that gap. They’re using listener firmographics to spot which target accounts are tuning in, feeding that data into their CRM so sales can act on it, and building the show into the ABM plays they already run, from guesting target-account leaders to retargeting listeners with paid ads.
That’s exactly what “The Podcast and Pipeline Gap” will unpack. Join Stephanie Andrews, VP of Product at Quill and CoHost, alongside Dania Wood, Senior Producer and Analytics Lead at Quill and CoHost, for a practical, data-driven conversation on how to move your podcast from a brand play to a pipeline channel.
You’ll learn how to:
- See which accounts are actually listening: How to use listener firmographics and demographics to match your audience against your ABM target list, so you know which accounts your show is already reaching.
- Incorporate the show into your ABM strategy: How to feed listener data into your CRM and build the podcast into plays you already run.
- Make the pipeline case to leadership: How to reposition your podcast from an awareness experiment to a measurable GTM channel, with proof points that actually land.
