Business Case Study Marketing Podcast Proving Results

Business Case Study Marketing Podcast Proving Results

This business podcast marketing case study shows how podcasting delivers exciting results for the customer. Podcasting has great commercial marketing potential. If the business podcast strategy and online visibility plan is executed properly; Podcasts can be a marketing tool that delivers great marketing results.

The professional business to business marketers at have released a new case study titled “How to Use a Podcast to Promote a White Paper that Generates New Business Sales Leads.”

This case study is about how Bearing Point used podcasts to promote a white paper and saw subscription rates over 30% versus a traditional 10%. This is a 200% increase over traditional marketing techniques.

Here’s a short excerpt: “Donay wasn’t sure whether or not the podcast would be a hit, especially since his mainstays tend to be fairly conservative. So he didn’t turn up horns and strobe lights at launch.

Instead, the team posted the podcast and ads on several related sites including http://www.Podblaze.comAnd, and iTunes (which are all currently promoting the podcast for free.) They also posted a press release and email announcement for the home listing. Their first podcast was quietly launched on July 29, 2005.


Joy and delight! Hundreds of CEOs have downloaded the podcast. Dunay hoped that 10% of the podcast’s listeners would respond to the offer to download the white paper. Instead, he did 30%…”

This is a great example of how marketing professionals should and can use podcasting to help their business. This is the future of podcasts, podcasts will become a marketing tool that communicates, educates, and motivates listeners to action. In this case, the procedure was to download a white paper and effectively generate leads.

I’ve been trying to inform the business markets of this trend for the past 9 months. I discussed this very scenario in a podcast that came out a few months ago. Read the full case study at

Seasoned internet marketing professionals with expertise in areas of podcast production, strategy, and vision such as It can help your business achieve the same levels of results. Simply creating a podcast in a vacuum is the wrong strategy. Make sure you maximize exposure for your podcast so they can deliver measurable marketing results.

Copyright 2005 Rodney Rumford


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