Listen & Learn From Your Customers

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Today’s guest is a serial entrepreneur, B2B marketing thought leader, frequent podcaster, and U.S. Marine Corps Veteran.

The Ringmaster, Casey Cheshire, is the Founder & Podcast Architect at Ringmaster Conversational Marketing, the author of Marketing Automation Unleashed, and the host of The Hard Corps Marketing Show & Creating The Greatest Show.

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Casey shares how B2B companies can use podcasts to listen to and learn about their customers, generate an endless source of marketing content, and create stronger relationships.


  1. Marketers have a tendency to get overly creative with their copy, but unless they represent their ideal buyer, they’re appealing to the wrong person. Instead of trying to invent the words that drive action, listen to your customers to find the right words.
  2. A great way to engage and listen to your customers is to invite current, past, and potential customers onto a company podcast and ask them about their successes, their challenges, and what keeps them up at night.
  3. Listen back to the recorded episodes of your podcast to identify the exact terminology that your customers use when describing challenges that your solution can help them overcome. If you put in the effort to listen, the results will show in your revenue.
  4. Regardless of your position within a company, anyone can start a podcast. If you’re hesitant about having to talk a lot, as the podcast host, that’s not an issue. Hosting an interview podcast means you get to ask the questions and the guest does the talking.
  5. As the host of a B2B podcast, you get to build relationships with customers and prospects that can extend far beyond work and also help you build more robust customer profiles based on the qualitative data you generate on the podcast.
  6. Beyond gaining a better understanding of your customers and their needs, B2B podcasts can generate sales, word of mouth, and rich content for every step of your buyer journey. For example, Casey turned a year of podcasts into his book.
  7. Although 2 million podcasts may sound like a lot, compared to the over 200 million blogs in existence, new podcasts are still in the early adopter stage of their growth cycle.

Quote of the Show:

  • “It’s less about being creative and inventing, it’s more about listening, hearing, and then giving it back to people.” – Casey Cheshire


Shout Outs:

  • Traction by Gino Wickman
  • The 21 Irrefutable Laws of Leadership by John C. Maxwell
  • The Alchemist by Paulo Coelho
  • Water for Elephants by Sara Gruen
  • LMNT – flavored salts for water
  • Dan Sullivan

Ways to Tune In:

Casey Cheshire

Casey CheshireFounder, CEO & Podcast Architect, Ringmaster

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
Creative + UX

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