Business Podcast Marketing Case Study Shows Results

Business Podcast Marketing Case Study Shows Results

The Business Podcast Marketing Case Study shows how podcasting delivers spectacular results for the customer. Podcasting has significant business marketing potential. If the business podcast strategy and online visibility plan are executed correctly; Podcasting has the potential to be a marketing tool that delivers excellent marketing results.

The professional business marketers at just published a new case study titled “How to use a podcast to promote a whitepaper that generates new business sales leads.”

This case study is about how Bearing Point used podcasting to promote a whitepaper and saw sign-up rates of more than 30% compared to the traditional 10%. This is a 200% increase over traditional marketing techniques.

Here’s a short excerpt: “Dunay wasn’t sure if podcasts would be a hit or not, especially since his key prospects tend to be quite conservative. So he didn’t throw in horns and strobes for the launch.

Instead, the team posted the podcasts and announcements on various related sites, including,, and iTunes (all of which currently promote podcasts for free). Send a press release and email announcement to the list of houses. His first podcast was quietly released on July 29, 2005.


Joy and jubilation! Hundreds of executives downloaded the podcasts. Dunay expected 10% of podcast listeners to respond to the white paper download offer. Instead, 30% did … “

This is a great example of how marketers should and could use podcasting to help their businesses. This is the future of podcasting, podcasting will become a marketing tool that communicates, educates, and drives listeners to action. In this case, the action consisted of downloading a white paper and generating leads effectively.

I have been trying to inform the trading markets of this trend for the last 9 months. I talked about this same scenario in a Podcasting White Paper that was published a few months ago. Read the full case study at

Experienced online marketers with expertise in the areas of podcast production, strategy, and visibility, such as, can help your business achieve these same levels of results. Creating a podcast in empty space is the wrong strategy. Make sure you get maximum exposure for your podcasts so that they can deliver measurable marketing results.

Copyright 2005 Rodney Rumford

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