For B2B marketing executives
Audience
before outreach.
A practical playbook for bringing paid podcast distribution into your account-based marketing strategy.
A plan you can
take to the team.
ABM does not start with another sales sequence. It starts with a market decision and something useful to say. This guide shows how a podcast can introduce that point of view, how paid distribution helps it travel, and what evidence you need before calling it account engagement.
Written for marketing leaders in private equity portfolio companies, consulting, healthcare, and manufacturing. The examples are illustrative; the worksheets are ready to adapt.
Inside the playbook
Less theory.
More next steps.
- 01
A connected commercial framework
Define the jobs of GTM, audience building, media distribution, and ABM.
- 02
Account and buying-group planning
Use the selection worksheet and message matrix to focus the pilot.
- 03
A practical media sequence
Map episodes, clips, guides, and account-targetable channels to distinct jobs.
- 04
Measurement without the leap
Separate delivery, listening, known engagement, and business outcomes.
- 05
A 90-day pilot and decision scorecard
Assign owners, set a baseline, and define when to scale, revise, or stop.
Put it to work
Your next campaign
starts with a clearer brief.
The local preview uses a demo form. Details are not sent or saved; the PDF download is real.
Research behind the guide
Grounded in IAB Tech Lab’s measurement guidance, Apple Podcasts analytics documentation, and LinkedIn’s account-targeting documentation. Full references and method notes are included in the PDF.