The host of The ABM Conversations Podcast and the Director of Marketing at Avoma feels that the general idea of success and metrics are vastly misunderstood.
The ABM Conversations Podcast is a highly successful B2B marketing podcast by just about any conventional standard. The podcast was first launched on December 10, 2019, and is regarded among the most successful B2B marketing podcasts and has featured some of the marketing legends such as Seth Godin, Guy Kawasaki, Rand Fishkin, Jon Miller, Bob Moesta, Rory Sutherland, and more.
But Yaag wants podcasters and listeners to challenge the definition of success in podcasting. He wants the obsession around the number of downloads per episode to stop.
In an interesting conversation with The Week recently, the podcast host shared that even after podcasting has become mainstream, the question "How many downloads do you get per episode?" hasn't stopped yet.
Yaag says, "That's not how you measure the success of a podcast. And if you start sandbagging your approach to achieve the so-called download numbers, you won't have real people listening to podcasts anymore."
"My purpose is to create the best repository of B2B marketing content over the next 5 years", added Yaag.
With this clear goal, Yaag began a years-long journey to quiet his inner demons and learn to be comfortable with his approach. Numbers and fame are nice, but purpose, quality and being useful, he realized, is the true definition of success in podcasts.
It's easy to measure the conventional success of podcasts. You look at downloads per episode, the number of subscribers or the sponsorships. However, measuring the impact it has on real marketing, and sales practitioners is hard. Yaag suggests a better alternative to validate one's journey.
"Do your listeners reach out to you to share what they agree or disagree about the content of your episodes? Are they taking the time out of their lives to write about what they got out of your podcast?"
"And if that is happening, and you're getting that feedback loop going to improve your content with every episode – then it is far more rewarding than having a million downloads", says Yaag.
The ABM Conversations Podcast is among the top 1% podcasts globally, purely based on its listenership as per ListenNotes.
