Welcome back to The Purposeful Marketing podcast. In this episode, hosts Aaron, Mary, and James speak with Ellen Schwartze, a marketing powerhouse who previously launched and hosted a podcast for a SaaS company. They discuss strategies and considerations around starting a podcast specifically for B2B SaaS startups, including defining your "why", setting goals, tracking metrics, promoting, and more. Listeners will gain valuable advice and lessons learned for leveraging podcasting to support their SaaS business. Whether you're a seasoned marketer or new to the field, this conversation provides valuable takeaways for your purposeful marketing journey. Guest Bios: - Ellen Schwartze is an independent marketing contractor who has worked in various marketing roles since 2010, after graduating college in 2008. She fell into SaaS marketing and worked at a content analytics SaaS company where she ran their podcast. Ellen has extensive experience using podcasting in her B2B marketing strategy. Key Discussion Points: - The importance of having a clear "why" or purpose behind your podcast from the start (00:00:42) - Using podcasting specifically for lead gen vs. brand building (00:03:48, 00:05:11) - Setting proper expectations around pipeline and revenue generated from a podcast (00:05:25, 00:13:41) - Developing personas and niches for your podcast audience (00:19:55) - Tracking metrics beyond downloads like % listening through, repeat listeners, social shares (00:14:16) - Promoting your podcast through email kits, clips, guest posting (00:24:49) - Managing podcasting amidst your other marketing responsibilities (00:29:29) Subscribe to the Purposeful Marketing Podcast. Connect with the hosts: Mary Keough Aaron Weekes James Boeckmann