Business Podcast Marketing Case Study Proves Results

Business Podcast Marketing Case Study Proves Results

A Business Podcast Marketing Case Study Shows How Podcasting Delivers Dramatic Client Results. Podcasting has significant business marketing potential. If the business podcast strategy and online visibility plan is properly executed; podcasting has the potential to be a marketing tool that delivers great marketing results.

The professional business marketing professionals at have just released a new case study titled “How to Use a Podcast to Promote a White Paper That Generates New Business Sales Leads.”
This case study is about how Bearing Point used podcasting to promote a white paper and saw a sign-up rate of over 30% versus the traditional 10%. This is a 200% increase over traditional marketing techniques.

Here’s a quick excerpt: “Dunay wasn’t sure if the podcasts would be a hit or not, especially given that his mainstream outlook is quite conservative. So he didn’t run pipes and strobes for the launch.

Instead, the team publishes the podcasts and announcements on several related sites, including,, and iTunes (all of which currently promote podcasts for free.) They also released a press release and email announcement to the house list. Their first podcast launched quietly on July 29, 2005.


Joy and rejoicing! Hundreds of executives have downloaded the podcasts. Dunay hoped that 10% of podcast listeners would respond to the offer to download a white paper. Instead, 30% did…”

This is a great example of how marketers should and can use podcasting to help their business. This is the future of podcasting, podcasting will become a marketing tool that communicates, educates and moves listeners to action. In this case, the action was to download a white paper and effectively generate leads.

I have been trying to inform business markets about this trend for the past 9 months. I discussed this exact scenario in a Podcasting White Paper that was published a few months ago. Read the full case study at

Experienced online marketers who have experience in podcast production, strategy and visibility such as can help your business achieve the same levels of results. Simply creating a podcast in a vacuum of space is the wrong strategy. Make sure you get maximum exposure for your podcasts so they can deliver measurable marketing results.

Copyright 2005 Rodney Rumford

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