When Yelp launched their podcast, they had a clear vision of the ideal listener: Decision-makers across the industries they serve.
But once the show went live, there was a gap. Traditional podcast hosting tools told them how many people were listening, but not who.
Without demographic or firmographic data, it was nearly impossible to validate reach, guide episode planning, or align the podcast with broader business objectives.
Instead of guessing who was tuning in, Yelp partnered with CoHost to gain audience intelligence, without the hassle of changing their existing podcast host.
- B2B Analytics: Insights at the company level
CoHost’s B2B Analytics allowed Yelp to identify where listeners work, including the company name, size, location, revenue, industry, job role, and seniority level. For the first time, they could confirm if their podcast was resonating with target accounts and verticals.
- Advanced Audience Demographics: Uncovering who the listener really is
Going beyond the workplace, Yelp leveraged demographic insights like listener age, income, lifestyle, hobbies, and even social media usage. These insights shaped creative direction and validated marketing alignment across channels.
- CoHost’s Analytics Prefix: No platform migration needed
Already committed to a hosting provider, Yelp needed data without disruption. CoHost’s Analytics Prefix made it easy to layer on advanced insights and data, seamlessly integrating into their workflow.
- Marketing Services: Custom audience growth strategy & execution
Our team created a custom audience growth strategy, built to support Yelp’s budget and target audience. Additionally, the brand leaned on CoHost’s marketing services to manage paid podcast audience growth campaigns to drive more downloads and listeners.
- Smarter Marketing Campaigns: Audience data revealed that their listeners were most active on LinkedIn. This allowed Yelp to double down on a channel that fit their audience's behavior, leading to more efficient audience growth.
- Target Industry Validation: Through B2B Analytics, Yelp confirmed that their podcast was reaching industries and company profiles that closely matched their ideal customer. This added credibility to the podcast's role in brand and pipeline development.
- Content Strategy Shift: By uncovering a strong SMB owner/operator listener base, the team adjusted future content to address pain points and business needs relevant to this audience segment.
