How to target the top B2B podcasters

0:00The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcasts, production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit I Hear Everything dot com. From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical life span of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call at action that it's just a matter of timing. Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use

1:03technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro. I'm Benjamin Shapiro and joining me today is Nick Zeckens, the chief fire starter at Smoke Signals AI, an AI first hub spot agency that helps B2B companies generate capture and activate buying signals to measure pipeline and not vanity metrics. And today Nick is going to share his process for redesigning demand generation from the ground up for the age of AI. Time for a short break to hear from our sponsor, Scrunch. What was the last time you actually visited a website to research something? For me, AI does all that work now. So if AI is doing the discovery, research, and deciding who or what is your brand's website really for, the rise of AI bots becoming as important as new visitors is a massive change in user behavior and that's what Scrunch is taking head on. Scrunch is the AI customer experience platform

2:07that helps marketing teams understand how AI agents experience their site. They tell you how your brand shows up in LLM results, where it doesn't, and what's preventing your content from being retrieved, trusted, or recommended. It's not just visibility. Scrunch shows you the content gaps, citation gaps, and how to fix the technical blockers that matter so your brand is found and chosen in AI answers. Face it, your most important site visitor isn't human anymore. It's the AI deciding what gets surfaced. And for Martek podcast listeners, Scrunch is providing a free website diagnostic that uncovers how AI sees your site, where you have content gaps, and where you're showing up versus your competition. To see how LLMs evaluate your site, go to scrunch.com slash martek. That's scrunchscrunch.com slash martek. Okay, last question. Selfish question alert. If you were targeting B2B podcasters, what signals would you use to find them?

3:10Yeah, I would. So the one that I mentioned before I actually think is great. I think finding, I think finding the white space for organizations that are otherwise investing in field, which means they care about brand, their CEO and see suite are active on LinkedIn, large followings, actively posting, good engagement with their posts. Those things would tell me that they're in the right spot, a court and obviously if they fit the revenue profile, that they can actually afford to invest in a good podcast like the ones that you guys make possible. I mean, those things I would I would go after that all day long. Like I know that chili piper fits into that and I can't believe they haven't thought about a podcast yet. And if they haven't, oh my god, what an awesome opportunity, you know, to go in and broker that conversation for them and they give them a roadmap for the first, you know, 10 episodes or whatever it is. I just think that I would chase after that. If I were your CRO, that's that's what I would build tomorrow and run after that really hard. All right. For any other podcast producers that are

4:12looking for B2B podcasters in the marketing and technology space, that question was for you. Nick, like I said at the in the intro, sometimes you meet someone you see him across the room and you're like, that's my person. I cannot tell you how much I agree with your philosophy. Appreciate your approach and just think that you're a sage smart marketer that understands how these systems are built for the modern time right now. It's a problem we're trying to solve. I hope everybody that was listening enjoyed the conversation as much as I did. Thanks for coming on to be in my guest. Thanks a ton, man. This is a lot of fun. Thank you. All right. That wraps up this episode of the Martek podcast. Thanks to Nick Zeketz, the chief fire starter at Smoke Signals for joining us. And a special thanks to scrunch for sponsoring this interview. Scrunch is the AI customer experience platform that helps marketing teams understand how AI agents experience their site.

5:13They tell you how your brand shows up in LLM results where it doesn't and what's preventing your content from being retrieved, trusted or recommended. And for Martek podcast listeners, scrunch is providing a free website diagnostic that uncovers how AI sees your site, where you have content gaps and how you're showing up versus your competition to see how LLMs evaluate your site go to scrunch.com. That's scrunch s-e-r-u-n-c-h.com. If you'd like to contact Nick, you could find a link to his LinkedIn profile in our show notes or on martekpod.com or you can visit his company's website. It's smoke signals dot AI. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or subscribe on YouTube. And we'll be back in your feed every week. All right. That's it for today. But until next time, my advice is to just focus on keeping your customers happy.

6:31Thanks for listening to the Martek podcast and I hear everything production. Looking to launch or scale a podcast like this one for your brand, then visit I Hear Everything dot com.