• Full-Service, Hands-Off Solution: With a lean marketing team, Planable needed a fully managed service to handle podcast selection, ad coordination, and campaign reporting—allowing their team to focus on high-level strategy rather than logistics.

• Reach Decision-Makers with Targeted Messaging: Planable aimed to increase brand credibility and connect with marketing decision-makers in a way that felt personal and authentic. A strategic, multi-channel approach was essential to reach their ideal customer profile (ICP) effectively.

1. Precision Targeting with Podcast Category Bundles

To reach Planable’s ICP, we handpicked four podcasts that were already in the B2B PodPros community that had audiences aligned to their brand. Within a few days, we crafted a host-read ad focusing on Planable’s core value—streamlining social content approval. Each ad highlighted a custom promo code, enabling easy tracking of campaign performance and helping drive qualified leads. The host-read format added authenticity and trust by having the message delivered directly by reputable voices in the marketing space.

Was it painful to get the podcasters to try the tool?

Actually no. Because the hosts instinctly knew this was a tool they could actually use in their own business, they were eager to try it for themselves. To get an extended free trial, they simply signed up, told Eric what email address they used, and then Eric shared that information with the team at Planable.

2. Omnichannel Exposure for Expanded Reach

After selecting ideal podcasts, we maximized exposure through each podcaster’s network:

• LinkedIn Storytelling Posts: Influential podcasters shared engaging posts on LinkedIn, showcasing Planable’s story and product benefits to amplify brand awareness.

✍️ see example post here

• Guest Interviews: We arranged for a Planable representative to appear as a guest on select podcasts, allowing the brand to connect on a deeper level with listeners through insightful discussions on industry trends.

🎙️ see 'How to Build a Successful Brand in the Social Media World' on the Unmtchd. podcast

YouTube Video Ads: We also crafted video ads that were integrated into podcast episodes published on popular YouTube channels, including Unmtchd. This allowed Planable to reach a broader audience beyond traditional audio-only platforms, adding thousands of extra views and listens for the campaign.

• Enhanced Brand Credibility and Authority:
  By aligning with trusted marketing podcasters, Planable established its authority within the content management space, strengthening its reputation among marketing leaders.

• Human Connection Through Trusted Hosts:
  Planable’s brand was introduced to prospects in a natural, engaging way, building trust through association with well-respected podcast hosts in the marketing industry.

• Extended Reach Beyond Podcasts:
  The LinkedIn storytelling posts, YouTube video ads, and newsletter features allowed Planable to reach new audiences and gain traction beyond the traditional podcast format, increasing overall brand visibility and engagement.

Since Planable provided the podcasters a unique promo code they could mention in the ad, they were able to see new trials generated from the campaign immediatley after the campaign went live. Something did occurr that was unexpected....the promo code had a 90 day life span. Although the campaign last only 4 weeks, months later a listener listened to an old episode of Tiny Marketing that mentioned the promo and tried using it. However, it didn't work. So the listener reached out to Sarah, the host of Tiny Marketing, to complain. After Sarah informed Eric, Eric then informed the Planable team and the issue was resolved immediately.