● Fourth, podcasts generate a wealth of valuable content for salespeople engagedinAccount-BasedMarketing(ABM),offeringanabundanceof non-promotionalmaterialthataddssignificantvaluetoconversations andbolsterstheir stature as trusted advisors on an ongoing basis. ○ Watchthis2:59videoclipfromarecentepisodeoftheC-Suite MarketingPerspectives podcast showcasing a 4x B2B CMO about howapodcaststrategyplaysacriticalroleindevelopingthought leadership content and ongoing ABM sales conversations. ● Fifth, podcasts represent a tremendous opportunity to create an internal, continual learning program across sales, marketing, and customersuccess—straightfromthevoiceofyourICP. ○ Shortsummaryvideos,quotes,blogposts,socialposts,etc.,serve as external marketing and sales materials as well as an internal education program. ■ Typically, nobody across marketing, sales, and customer success teams is the ICP, but all need to operate as proxies onbehalfoftheICP. ○ Inpodcastpreparationmeetingsandrecordingsessions,thereis anopportunitytoposequestionsthatmightbechallengingtoask during a sales call. This is because, in a sales context, the salesperson typically assumes the role of a trusted advisor and mustupholdacertainlevelofestablishedknowledgeand expertise. 5