In this episode of Scrappy ABM, host Mason Cosby interviews Jess Cook, Head of Content & Comms at Island and Co-host of That's Marketing, Baby, about using a podcast to create a "rockstar experience" for key customers. They discuss how Island helped select customers get on high-profile C-suite podcasts to share their stories and advocate for Island's enterprise browser product.
Guest Bios:
Jess Cook - Head of Content and Comms at Island, creator of the "That's Marketing Baby" podcast. Island provides the first enterprise web browser designed specifically for the workplace with built-in security, compliance and productivity tools.
02:59 Island wanted customers to educate potential buyers on their enterprise browser rather than having all content come directly from Island
03:21 The "rockstar treatment": Getting key customers on far-reaching c-level podcasts to talk about how they use Island's product
06:58 Carefully selecting the right customers who are comfortable on camera and charismatic
04:32 Helping customers craft their narrative and prep for podcast interviews to showcase Island effectively
19:12 Repurposing podcast clips across owned channels and for sales enablement
14:30 The difficulties of getting enterprise customers to publicly endorse a cybersecurity product
22:31 How this sets the foundation for future targeted ABM strategies
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
Recommended Resource
The Marketing Ladder Podcast:
Hero on a Mission: A Path to a Meaningful Life by Donald Miller