Case study
The CMO Show
A podcast for marketing leaders, promoted to the one audience that’s hardest to impress with marketing.
The brief
The challenge
The CMO Show interviews senior marketing professionals, which means its growth audience is CMOs and marketing leaders, people who can spot a lazy campaign from the first frame, because critiquing campaigns is their day job. Growing a podcast for that crowd means the promotion itself has to be credible.
There’s also a structural problem every podcast shares: great episodes don’t market themselves, and “please subscribe” is not a strategy.
Delivery
Promotion that passes the sniff test
We took the show to where its audience already talks shop, with campaigns sharp enough to survive an audience of professional critics.
LinkedIn advertising
The right job titles, nobody else
LinkedIn campaigns put episodes in front of marketing professionals by role and seniority, so the media budget went to actual marketing leaders, not everyone who once liked a post about branding.
Engagement campaigns
From listeners to an audience
Promotional and engagement campaigns, including competitions and giveaways, turned passive listeners into an audience that shares, comments and comes back for the next episode.
Podcast promotion
Reach on their preferred platforms
Audio promotion extended the show’s reach to listeners on the platforms where they already spend their attention.
What’s next
Content still needs distribution
The campaigns lifted the show’s visibility, listenership and engagement with exactly the senior audience it was made for. If you’re producing genuinely good content that nobody’s finding, the gap is almost always distribution, and that’s a much cheaper fix than making more content.
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