This Is Influence

Hosted by Bridge Growth

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May 2024

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About the show

If B2B brands don’t have a profile or presence on social media it’s harder to find and keep new customers and it’s harder for you to get what you want at work and grow your career. This show answers two important questions: How can B2B brands grow their business by working with experts in their fields to sell more products and services, just like the consumer brand stars of TikTok. Number two, how can you grow your influence at work, so your ideas can be acted upon and you can advance your career? We speak with celebrity influencers like Simon Sinek and Malcom Gladwell and micro influencers in niche sectors to get their take on how they help brands sell more and how they built their influence. We’ve got guests like Professor Cialdini who wrote the book on influence, as well as brands like IBM and Google. All of us need to become more influential, and this podcast will show you how; You may finally get your kids to start eating their vegetables! You will learn: Learn how to work with influencers to drive results Turn employees into spokespeople for your brand How to become more influential yourself Learn what to measure in the short, medium and long term This is old This is new This… is influence

Listen to episodes

27 recent

May 17, 202438 min

How to Turn Podcasting into a Networking Powerhouse

Lucy Mann is the founder of Gunpowder Consulting Ltd. and the host of the podcast Small Spark Theory. Lucy's journey into the podcasting world began in 2017, inspired by a need to help agencies tackle new business challenges and driven by the principle of marginal gains, a concept she borrowed from elite athletes to apply to business strategies. We discuss: Invitations to speak at industry eventsInspiration from events, radio discussions, or conversationsBeing intentional about addressing audience needsRealisation of agency needs for new business and marketing strategies

May 14, 202457 min

From Zero to 28 Million Downloads: David Bear's Secrets to Podcasting Success

David Brear is the CEO of the renowned fintech challenger consultancy, 11:FS. Prepare for a rich dialogue filled with personal anecdotes, expert insights, and robust discussions about podcasting. David will dive into the Fintech Insider podcast's journey—from its initial stages of strategically selecting guests to becoming the biggest fintech podcast globally, boasting over 28 million downloads. We discuss: The role of the podcast as the primary marketing toolThe Importance of having multiple hostsEngagement strategies: dialogue vs. monologuePrioritising content quality over technical excellenceAuthenticity and Brand Identity

April 3, 202440 min

Transforming B2B Marketing through Podcasts

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Alisha Lyndon, the CEO of Momentum ITSMA. Alisha explains how her company uses the power of podcasting to grow their business and foster a genuine connection with their audience and existing clients. Whether you're considering starting a podcast or looking to improve your existing one, Alisha's insights today will help you bridge the gap to meaningful growth. We discuss: Strategies for creating derivative content from podcast episodesIntegration of podcasting into broader business activitiesThe importance of creating intentional, client-focused content

March 5, 202426 min

Why B2B Decision-Makers Listen to Podcasts

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Harry Morton, Founder and CEO of Lower Street Media.With a focus on the newly released report called "Podcasting for Influence," Harry shares invaluable insights into why senior decision-makers consume podcasts, how they interact with audio content, and the profound impact of podcasts on brand influence and consideration.  We discuss: The recent release of a report called Podcasting for InfluenceSenior leadership's preference for podcastsImpact of podcasting on brand favorability and considerationRecommendations for B2B brands to leverage podcasts as part of their growth strategy

February 27, 202429 min

The Power of Podcasting for B2B Brands

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Fatima Zaidi, Founder & CEO at Quill, the founder and CEO of Quill, a full-service podcast production agency and  CoHost, a measurement platform supporting brands in podcasting.Fatima shares her expertise in the world of branded podcasts, discussing strategies for creating engaging content, promoting shows effectively, and measuring success through data-driven analytics. She provides insights into the challenges faced by B2B brands venturing into podcasting and offers valuable advice on overcoming these hurdles. Additionally, she delves into the future of branded podcasts and emerging trends that are shaping the industry. We discuss: The Importance of authenticity over mass downloadsHow to make an entertaining business podcastHow to grow your audience Use of podcasts as a lead generation and sales toolSecrets of podcast success

February 7, 202420 min

Profile Raising and Value Exchange in Consulting Relationships

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Joe Hine, Partner at SI Partners and host of the "Inflection Points" podcast. We delved into the challenges of crafting engaging content in a niche market, building relationships through podcasting, and the delicate balance of adding value while respecting confidentiality.We discuss: The role of podcasting in building relationships with existing and potential clientsThe decision to involve Joe as an integral part of humanising the brandA deliberate focus on creating a niche audience rather than a general oneGuest selection process

January 24, 202431 min

Avoiding Pitfalls in Business Podcast Creation

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I’m diving deep into the heart of business podcasting with Arielle Nissenblatt the self-described Podcast and Audio Person and Founder and Head Curator at EarBuds Podcast Collective.The conversation will also shed light on the misconceptions surrounding ratings, reviews, and their impact on your podcast's visibility. We're talking trailers, playlists, and power moves for growing your listener base—essential insights for anyone serious about podcasting.If you're wondering about practical tips for your production, you won't be disappointed. We also  discuss: The art of crafting captivating segmentsThe importance of storytelling and vulnerabilityThe role of collaborations and promo swapsUtilizing newsletters to reach potential listenersPitching to podcast apps for greater visibility

January 10, 202433 min

Growing Your Agency with a B2B Podcast

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. Today I speak with Ali Hussain the host of How to Grow a CMO podcast by The Marketing Practice. We uncover the strategic elements that make podcasting truly client-centric, the art of interviewing CMOs from someone of the most valuable B2B brands on the planet, and the crucial balance between an engaging host personality and the valuable insights of guests. We also  discuss: The value of podcasting for consultancies and marketing agencies Podcasting as a way to contact hard-to-reach senior decision-makers.How podcasts can create a balanced vendor-client relationship.The future of B2B podcasting

December 6, 202336 min

Building a Great Business Podcast

Welcome to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. Today I speak with Laura Barnes, PR and communications lead at Wipro.From launching Mimecast's “Fishy Business” podcast with zero budget to creating a ripple effect in cybersecurity discussions—Laura proved that with trust and a strategic approach, success isn't always in the numbers.We discuss: Launching the "Fishy Business" podcast with no budgetCreating engaging and Impactful podcast contentUsing the lack of a promotion budget for organic reachUtilising extensive research for high-quality episodesMeasuring Success for B2B Podcasts

October 19, 202339 min

Brand design as a catalyst for solving global challenges

This week, I talked to Bob Sheard, the Founder of FreshBritain, who has been at the heart of some of the most transformative branding stories in the world.Bob has a remarkable career, from rejuvenating world-famous brands like Levi’s and Dr. Martens to advising political powerhouses in India. His journey is a testament to the power of brand design.From running ultra-marathons to reimagining advertising campaigns, Bob's journey is inspiring. That’s a word that’s overused in media but I’ve interviewed hundreds of agency leaders and Bob is every bit as impressive as I heard he was and more. We discuss: How the skills and perspectives behind brand design can be a catalyst for solving global challenges, across all industries.How Bob's immersive approach, including running ultra-marathons, reshapes our understanding of brand influence and its profound impact on everything from politics to private equity.