GO-TO-MARKET
Choose the market
Define the segment, buying problem, offer, and account priorities. Decide what this campaign should help the business learn.
Output: a market and account brief.The Heard Of framework
Audience first.
Commercial purpose.
A podcast should have a clear role in your go-to-market plan. Our framework connects audience building to a wider media strategy, then gives marketing and sales a common way to evaluate what happens next.
Our approach
How the program works.
Start with the audience. Connect paid distribution to useful content, known engagement, and a relevant sales conversation.
Audience strategy
Define the audience.
Start with a market, a buying problem, and the people involved. Your expertise needs an audience that has a reason to care.
Deliverable
A market and buying-group brief.
Measure
Who the campaign should serve, and what useful question it should answer.
Illustrative sequence. Downloads, listening engagement, and identifiable account activity are separate measures.
One commercial story. Four connected jobs.
From market focus
to meaningful action.
GTM sets the direction. Demand generation builds interest. Media distribution carries the story. ABM coordinates engagement with the accounts that matter.
DEMAND GENERATION
Build the audience
Promote the podcast around the problem your buyers care about. Give relevant people a useful introduction to your expertise.
Output: an audience-growth campaign.MEDIA DISTRIBUTION
Deepen engagement
Extend the strongest ideas into clips, guides, and channel-specific follow-ups. Offer a clear, voluntary next step.
Output: a coordinated media sequence.ACCOUNT-BASED MARKETING
Connect account action
Use known engagement and sales feedback to support account conversations. Compare outcomes with the baseline and document the limits.
Output: an account learning review.Three layers of evidence
Keep the scorecard honest.
A download is not an account, and an account interaction is not a sale. Give each layer its own definition, source, and decision.
01
Layer 01
Media delivery
What it tells you
Downloads, spend, placements, and cost per download under agreed counting rules.
What to do with it
Check delivery, investigate quality, and refine the media plan.
02
Layer 02
Audience engagement
What it tells you
Available platform consumption data, content clicks, and voluntary resource requests.
What to do with it
Learn which ideas earn further attention. Preserve channel-specific definitions.
03
Layer 03
Account & business outcomes
What it tells you
Supported company-level engagement, known contacts, accepted conversations, and CRM progression.
What to do with it
Coordinate relevant follow-up and compare with a baseline. State attribution limits.