As a leading global construction tech brand, Procore was preparing to launch a new podcast focused on workforce development, sustainability, and the next generation of construction professionals.
But from day one, they knew success couldn’t just be about publishing episodes—it needed to be measured. The team wanted clarity on which KPIs mattered and how to prove their show was driving real brand value.
Without analytics beyond vanity metrics like downloads, there was no way to align podcast performance with their goals of brand awareness, thought leadership, and lead nurturing.
Instead of relying on surface-level metrics, Procore partnered with CoHost to build a data-driven podcast strategy, aligning each episode with their goals around thought leadership, brand awareness, and industry impact.
- Advanced Audience Demographics: Seeing who’s really listening
Through CoHost’s Advanced Audience Demographics, Procore gains a detailed view into their listeners’ profiles, enabling their team to validate reach, align content with audience interests, and better understand the individuals behind the downloads.
- B2B Analytics: Reaching the right industry
With B2B Analytics, Procore uncovers which industries, company types, and job roles are engaging with their show, confirming whether their podcast is resonating with key construction professionals and decision-makers across global markets. CoHost also identified that while they initially reached their target audience of C-Suite executives, over time, VPs, Directors, and Managers at the same organizations were also listening. This led them to discover that leaders were sharing the podcast throughout the organization.
- Episode Consumption Rates: Knowing what content lands
CoHost’s episode-level and show-level consumption rate insights help Procore evaluate content performance beyond basic metrics. By understanding how long listeners stay engaged, the team identifies which topics are most effective and where to refine.
- Media Player Tracking: Measuring website impact
By embedding CoHost’s media player across branded content, Procore can track podcast engagement driven from their website, tying listenership back to owned marketing channels and broader brand initiatives.
- Reaching the Right Audience: Audience analytics confirmed they were connecting with construction professionals, their ideal audience mix of both blue-collar and corporate listeners.
- Content Strategy Validation: Episode data helped the Procore team make editorial decisions, refine themes, and feel confident that their industry-focused episodes were hitting the mark.
- Global Market Visibility: U.S.-led audience engagement was expected, but the team also found traction in other countries such as Canada and Australia. This helped shape future distribution strategies and outreach.
- Proving the Podcast’s Business Value: From company names to consumption metrics, Procore finally had the right KPIs to tie their show’s performance to business goals, reinforcing their leadership in the construction space.
