November 4, 2023

Mastering the Pitch: Your Blueprint for Landing B2B Podcast Spots

There is something terribly wrong with how many podcast outreach agencies.

It's a "throw spaghetti against the wall to see what sticks" approach.

A case in point (and I get many of these emails) is a pitch for a guest with farming and commercial real estate expertise.

Now, I'm would guess this guest is knowledgeable, but it's nowhere close to a fit for my podcast, which is focused on marketing and technology entrepreneurs.

From the outside looking in, this agency is doing its client a disservice.

It's pitching, but it's not targeted, and I can't imagine much research was done other than acquiring a list.

Pitching a podcast has to be more than creating a template and blasting out hundreds of emails with the hope that a few of them resonate.

It requires a smarter, better approach.

From a strategic perspective, it includes:

1. Audience Alignment: Start by developing an in-depth understanding of a podcast's audience.

It involves researching listener demographics, preferences, and pain points to ensure that your pitch highlights how the guest’s expertise can address their interests or challenges.

2. Brand Synergy: Assess the brand values and messaging of the podcast and your potential guest.

The goal is to identify synergies that can be presented in the pitch to demonstrate a win-win proposition. Your guest gains much-needed exposure and the podcaster creates high-value content.

3. Storytelling: Create a compelling narrative that involves showcasing the guest's journey, achievements, and insights, which can engage the podcaster and their audience.

4. Long-Term Relationship Building: Approach each pitch as the start of a long-term relationship rather than a one-off interaction.

It means following the podcaster over time, engaging with their content, and pitching to the their interests and needs.

5. Value Exchange: Clearly define what value the guest will bring to the podcast, such as exclusive content, access to a new audience, or opportunities for cross-promotion.

Also, consider whatthe podcast offers the guest, such as exposure to a niche market or a platform for thought leadership.

In terms of tactical execution, here are some things to consider:

1. Personalization: Use the information gathered during your strategic planning to personalize each pitch.

Address the podcaster by name, reference specific episodes, and mention why you think the guest would be a good fit for their specific podcast format and content.

2. Clear and Concise Messaging: Craft a pitch that's succinct, focused and ultra-relevant.

Show how and why the potential guest is a great fit for podcast by highlighting their experience and expertise.

3. Pitch in different places: Don't rely on a single email or message.

Engage with the podcaster on multiple platforms such as social media to build recognition before sending your pitch.

4. Smart followup: Establish a follow-up protocol that is persistent without being intrusive.

Many podcasters deal with dozens of pitches, and it takes time to review and decide whether your pitch is relevant and interesting.

If you don't hear from a podcaster within a week, send them a polite reminder that highlights what your guest can talk about and some of the key questions.

5. Ask for feedback: After every pitch, look for feedback from the podcaster.

Why wasn't the pitch successful, what should you do differently and who would be a better fit? You may not get a response but I always say that if you don't ask, you don't get!

6. Prepearation makes perfect: Prepare your guest for success by arming them with information about the podcast, including format, typical interview flow, and previous guests.

By combining a strategic view with careful tactical execution, companies and can improve their success rate in pitching guests for podcast appearances.

Each pitch should be seen as a key part of a marketing and brand-building effort that, when done right, can enhance a guest’s and a brand’s visibility.

There's a lot of grunt work involved, but good pitches are easy to identify.

Truth be told, most podcasters (including myself) are looking for interesting guests.

Better pitches equal better results.


Here's where you can check out my podcast. I interview B2B and SaaS CEOs and marketing leaders.

If you're looking to start a podcast, let's talk. If you want to jump-start your marketing, check out my 90-day sprint package.

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