Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. We’ll send updates to paid registrants as the agenda is finalized.

How to Develop an Account Based Podcasting Content Plan that Drives Revenue

Bernie Borges  (CMO, Vengreso)

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Lunch & Learn

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

In this session, we'll look at how to develop an Account Based Podcasting (ABP) content strategy that contributes to sales results in B2B. APB is a content strategy that invites customers and prospects to be interviewed on your podcast so that you can: 1. Develop an authentic relationship with the guest. 2. Deliver value by showcasing their thought leadership. 3. Produce content that can be re-purposed in numerous ways. 4. Enable your sales team to leverage the content in their one-on-one prospect relationship building. 5. Distinguish yourself from competitors. The Account Based Podcasting content plan entails: Selection of a theme for the podcast show that aligns with your brand's value proposition and will appeal to your customers and prospects. Collaboration with Sales to identify a list of target accounts to invite on the podcast. An outreach plan to invite guests to be interviewed on the podcast that almost always gets a "yes" response. A podcast host who is fluent on the theme of the podcast show and is proficient at conducting interviews. A podcast interview that showcases the guest's thought leadership. A value-based approach to next steps with the featured guest after the podcast interview. The purpose of an Account Based Podcasting content strategy is to create conversations with your most ideal prospects and clients that can lead to sales pipeline opportunities.


  • How to plan an ABP content strategy
  • Examples of ABP in action
  • Common mistakes to avoid in ABP guest-based podcasting
  • A step by step cadence from guest invitation to post-interview follow up
  • Defining the roles you need (i.e., the team) to run an effective ABP content program
  • Best practices to convert podcast guests into qualified prospects
  • Measuring results from your ABP content plan