Building B2B Growth Podcasts, LinkedIn Live with Paul Jones | Hard Corps Marketing Show | Ep 466

Building B2B Growth Podcasts, LinkedIn Live with Paul Jones | Hard Corps Marketing Show | Ep 466

Welcome to a special New Years edition of the podcast! As we kick off a new year, we’re revisiting one of our most timely and strategic LinkedIn Live conversations! This discussion with Paul Jones, Moderator of the Connect To Market Community & Founder of Bridgio, explores why podcasts are becoming a critical pillar of B2B go-to-market strategies heading into 2026 and beyond.

This episode is a powerful reminder that podcasts aren’t just another content channel. They’re a relationship-building engine, one rooted in generosity, trust, and long-term value. With markets getting noisier, buyers more resistant, and AI flooding feeds with sameness, this conversation reframes podcasts as a “give-first” GTM lever that helps brands stand out by actually connecting.

In this episode, we delve into:
  • Podcasts as a Strategic GTM Tool. Podcasts should be treated as a core go-to-market asset, not just content, and how they build trust, credibility, and real relationships in B2B.
  • The most effective podcasts focus on giving value, attention, and platform to guests and audiences, lowering resistance and creating organic opportunities over time.
  • A candid look at unclear goals, poor positioning, AI-driven noise, and why buyers are increasingly resistant to pushy, transactional marketing.
  • Micro-Niches Over Mass Appeal. Serving a specific, well-defined audience beats trying to speak to everyone, and how micro-niche focus drives stronger engagement and results.
  • Prioritizing the guest (then the listener, then the brand) leads to better conversations, stronger relationships, and more downstream business impact.
  • The importance of weekly consistency, integrating podcasts into your broader GTM strategy, and using AI to responsibly repurpose human-driven conversations.

✨ As we move into 2026 and beyond, it’s time to break old myths, drive real impact, and connect with people in ways that actually matter.

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Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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