In this episode, I speak with Lauren Lynch, who previously was Director of Marketing at Set Solutions, a Trace 3 company. We had a really interesting conversation on a strategy she deployed to both fund and grow a popular podcast with IT professionals by leveraging 'Marketing Development Funds' - i.e. budget she was awarded through reseller agreements to run promotional campaigns. Lauren went right back to the start of the initiative, from how she got started, won buy-in from the C-suite, looked beyond downloads as a success metric and discovered new, unique ways of driving growth. I also share some tips on how to capture email addresses from a brand-owned podcast (something you NEED to be thinking about if you want CFO sign-off) and how to attribute success to the medium. Hint - it's not downloads. This is a must-listen for anyone who wants to launch a media brand, start a podcast, or experiment with new channels but need to know how to get buy-in from the C-suite. ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at [email protected] or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell Thanks to Tyler Wade for producing this episode of B2B Better.