As a leader in partnership management, impact.com was on a mission to engage a highly specific group: partnership marketers.
Traditional content channels weren’t cutting it, and their team needed a new way to connect with this audience in a meaningful, measurable way.
They launched a branded podcast—but knew from day one that success would depend on understanding their listeners and being able to prove impact (pun intended) for the brand.
Using CoHost’s enterprise analytics and podcast marketing tools, impact.com can target their ideal audience, validate reach, and fuel measurable business growth, easily reporting success back to leadership.
- B2B Analytics: Reaching the right professionals
Through CoHost’s B2B Analytics, impact.com can confirm that they were connecting with decision-makers across partnership and marketing teams by having industry and job role data. This insight gives internal stakeholders confidence that the show is not only reaching listeners, but the right listeners.
- Advanced Audience Demographics: Understanding who’s tuning in
CoHost’s Advanced Audience Demographics allows the team to gain clarity on listener attributes—from income and online habits to location and behavior. These insights inform content direction and help tailor messaging across the podcast as well as other channels.
- Marketing Amplification: Accelerating audience growth
impact.com leverages CoHost’s podcast marketing services to grow listenership quickly and with an experienced team. By optimizing launch strategy and distribution, the show saw strong organic growth, gained traction in the Business category, and developed a loyal following among partnership professionals.
- Audience Retargeting: Turning insights into impact
By tapping into firmographic data, the impact.com team can retarget listeners from their podcast and successfully convert them into customers, directly tying podcast engagement to revenue and lead generation.
- Validated Audience Fit: CoHost continues to confirm that the show is reaching the exact industry and professional profile impact.com wants to target.
- Rapid Growth & Visibility: The podcast climbed to the top of the Business charts, growing its listener base while maintaining alignment with strategic goals.
- Clear Business Impact: Listener insights enable successful retargeting efforts, proving that podcasting can be both a brand and demand channel.
- Industry Recognition: The show earned a Shorty Award in the Branded Podcast category, further cementing its status as a leading voice in the space.
The impact.com team can make a hyper-clear connection between the show and lead generation.
