• Create a High-Impact Growth Channel Beyond Basic Clicks and Impressions: Dealfront wanted a growth channel that went beyond simple metrics to establish genuine connections with high-value prospects.

• Demonstrate Clear ROI on Marketing Spend: With increasing pressure to justify every marketing investment, especially in new channels, Dealfront required a solution that allowed for robust tracking to validate ad performance.

• Limited Team Bandwidth for Channel Management: Without the internal capacity to manage a new advertising channel, Dealfront needed a full-service solution to handle strategy, coordination, and tracking.

1. Strategic Testing of Podcast Category Bundles with Performance Optimization

We launched a 3-week initial test campaign featuring Dealfront ads on 7 carefully selected podcasts that were already a part of the B2B PodPros podcaster community. Campaign preparation and launch (crafting and approving the host-read ad script, ads recorded by hosts and paperwork taken care of) took roughly two weeks. By week two of the campaign launch, Dealfront’s analytics showed that specific podcasts were driving high-quality site visits. Using unique URLs with UTM tracking, Dealfront’s ABM team were able to identify warm leads that were visiting key pages driven by the ad campaign. On Dealfront's side, motions were enabled to follow-up with an outbound campaign targeting these high-value prospects.

Encouraged by the results, we scaled the campaign, running host-read ads on 25+ podcasts over a 12-month period. With 5-10 podcasts active at any time, US-focused podcasts featured Leadfeeder ads, while Europe-focused podcasts promoted Dealfront. This geographic segmentation allowed for precision targeting that aligned with each audience’s regional needs.

Was the process of testing new podcasts and optimizing the campaign difficult during these 12 months?

No. B2B PodPros took care of everything allowing Dipak and Dealfront to focus on other growth initiatives.

2. Omnichannel Exposure to Amplify Impact

After identifying top-performing podcasts, we expanded into additional channels such as newsletters, LinkedIn storytelling posts, LinkedIn Live events, and guest appearances, boosting Dealfront’s visibility among listeners. We also created video ads for Dealfront that were embedded in podcast video episodes on YouTube channels like Grow My SaaS and SaaS Club, generating thousands of additional views and reaching audiences who prefer visual content.

• Effective Balance Between Brand Building and Lead Generation:
  While podcast ads traditionally excel at building brand awareness, Dealfront’s campaign successfully generated high-quality leads and drove pipeline growth, providing measurable value for both brand and sales objectives.

• Integrated Podcast Ads into Broader Marketing Funnels: The podcast advertising campaign not only elevated brand visibility but also served as an inbound lead generator. Dealfront’s ABM team nurtured leads from the podcasts, connecting with high-value accounts and advancing them through the sales funnel.