Mo asks James Barclay: Tell me a story about the business development that you are the proudest of.
James’ challenge in reaching prospects is connecting with CMOs in law firms and working up the chain can take some time. The Passel podcast was born once the team understood how useful it is as a business development tool. The podcast gives them an opportunity to talk to their perfect prospects and gives them a chance to talk about the things they are passionate about while getting to know them at the same time. Eventually, the CMO starts asking about James and the team does and it’s a great way to have the right conversations with the right people. The more fantastic content you have on a podcast, the more of their target customers become interested in being featured on the podcast. James found that short and sharp podcasts perform best. Celebrate what your guest has accomplished and give them a platform. Your podcast should have a specific theme and structure for the episodes, and understand that it’s a skill that takes time to learn and get good at. If you can, provide feedback and let your guest know how many people listened to their interview. Seasons are a good framework, along with having a set of questions that you can repeat and reuse. Repurposing the asset after the fact is another great way to get more exposure. Make sure you know what the win is for the interviewee.
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