Free white paper · PDF · 17 pages
Give the mic to your prospects. Podcast lead generation.
Podcast lead generation, the B2B way: invite the prospects who never answer a cold call to be a guest on your show. This white paper shows how guestjourney.ai did it with 62 hotels, 28 of which became customers, and how to start, follow up and avoid the mistakes we learned from. Free PDF.
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What's in it
1. Why your best prospects don't answer
The better the prospect, the more often someone asks them for a meeting, and the less they answer. Hotel owners hear from dozens of software companies a week. When Arjan Eikelenboom, co-founder of guestjourney.ai, called and emailed the hotels he wanted as customers, nobody picked up and nobody wrote back. When he invited them onto a podcast, nearly all of them did.
2. Give first, then ask
An invitation turns sales around: you give a stage and an episode before you ask for anything. In the same hour you build a relationship with the person you want to reach, and you make content your buyers want to watch. When the guest shares it, their network sees it too, from someone they trust, about a problem rather than your product.
3. Who it pays off for
A founder or sales director of a B2B company that sells into one industry and can name the customers it wants, with deals worth $500 or more. The white paper does the arithmetic: what four guests a month cost, and what one customer costs at the rate guestjourney.ai saw.
4. The numbers from 62 hotels
Of the 62 hotels guestjourney.ai invited onto Future of Hospitality, 40 became a warm relationship and 28 became customers over time. Six that did not buy referred a customer who did. The show grew to 131 episodes and 146 guests, and from 0 to 2,544 followers on LinkedIn.
5. How to start
Record the first episode with a customer or someone you know. Then invite from your ideal customer profile, in your name: by email in the US and the UK, through LinkedIn in Europe. The invitation, the briefing and the guest release are in our Guest prep kit.
6. The follow-up
Plan during the recording the question you will come back to. Wait until the guest has shared the episode, at least a week, then ask for a conversation, not a demo. A message to copy is in the white paper.
7. What went wrong, and the fix
Rescheduling takes work, some guests don't want to post, and larger companies want to review the episode first. Each one has a fix you put in place before the recording. Not one guest failed to show up.
8. Roundtables and the industry's podcast
Once the show runs, invite two prospects and a partner to one table, and give the podcast its own name and site. Future of Hospitality now has ten hosts, which made it feel independent and made more guests say yes.
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