Threw $500 at a CISO podcast sponsorship and barely got a lead

I paid for a segment on a popular infosec podcast that targets security leaders, expecting at least a dozen solid demo requests. Got like 3 website clicks and zero cold calls from it. Has anyone had better luck with audio sponsorships or is it just a vanity play?

3 comments

3 Comments

julia54928d ago

Wait, you mean paying a host to read your ad for 90 seconds while people drive to work didn't turn into a lead bonanza? I'm shocked, absolutely shocked that busy executives don't drop everything to click a URL they heard once. Sounds like you bought a billboard in space.

barbarah1928d ago

Have you tried a shorter, more targeted sponsorship like a pre-roll ad or a sponsored segment with a clear call to action? I ran a similar campaign on a CISO podcast once and got crickets, but then I shifted to sponsoring a specific episode about a niche topic related to my product. That got me five decent leads and one actual sale. The key for me was asking for a direct mention from the host with a custom landing page URL, not just a generic ad read. Maybe the format of the sponsorship matters more than the audience size?

the_faith28d ago

It's funny how that works, same thing happens with ads on YouTube that go too broad.