Invite.
Don't interrupt.
Ten beliefs about how B2B buyers want to be met, and the operating rules we built from them. Every price, report and process on this site traces back to one of these.
- @@ first touch @@
- before: ask a cold contact for 15 minutes
- after: invite a peer onto the record for 30
- @@ the conversation @@
- before: qualify with sales questions
- after: ask five questions, pitch nothing
- @@ the report @@
- before: opens, clicks, downloads
- after: guests, opportunities, revenue
- @@ on exit @@
- before: domains and list stay with the vendor
- after: domains, episodes and data stay with you
- @@ over time @@
- before: lists fatigue
- after: past guests refer peers
Ten beliefs behind our podcast-led outbound strategy.
Our podcast-led outbound strategy rests on a few convictions: invite instead of interrupt, treat the guest as the audience, measure pipeline rather than plays, and never pitch on the record.
What buyers say yes to.
The first five are about the person you want to meet: what they ignore, what they accept, and what they tell you when nobody is selling.
-
belief 01 / 10rule: invite_only
Belief 01: Invitations beat interruptions.
An interruption takes something from the buyer: time, attention, a slot on the calendar. An invitation hands them something: a stage, a room of peers, a published point of view. Same inbox, same sending discipline, opposite direction. Everything else on this page follows from that swap.
in practice: the first message is an invitation, never a pitch -
rule: audience = guest
Belief 02: The guest is the audience.
We don't build shows to chase downloads. The person across the mic is the buyer you picked, and a 30-minute recorded conversation with them is the product. An episode heard by forty people, one of them the guest's CFO, did its job.
success metric: who was in the room, not who listened -
rule: interview > discovery
Belief 03: The interview is the discovery call.
Five good questions surface priorities, pain, budget pressure and the buying committee without one sales question. The buyer explains their year because they were asked as an expert, not qualified as a lead. Your team walks into the follow-up already holding the notes.
run_of_show: 30 min · 5 questions · 0 pitches · anatomy → -
rule: no_pitch_on_air
Belief 04: The host never pitches on the record.
The recording belongs to the guest's ideas. The host asks, listens and, once the mic is off, offers one next step tied to something the guest said. A pitch inside an episode turns an invitation into bait, and costs the episode and the referral with it.
after the mic: “You mentioned X. Can I send you something on that?” -
rule: stage > request
Belief 05: Senior buyers say yes to stages.
Executives who delete sales email still accept being featured. It costs them 30 minutes and gives them a published view with their name on it. The more senior the buyer, the better that trade looks, so the channel is strongest where cold outreach is weakest.
guest list: VP+, founders, partners · fit →
Buyers ignore pitches. They make time to be the expert.
of invitations accepted, against 1–3% cold email reply
Sample dataproducer pre-interview before any host time is spent
with each buyer, on the record, zero pitches
commission on deals your own team closes
Agree so far? The next five are how we run it. Or skip ahead and put your own market through the model.
How we run the engine.
The last five are operating rules: whose time gets spent, what gets measured, who owns what, and what we get paid for.
-
belief 06 / 10rule: qualify_first
Belief 06: Qualify before the host spends a minute.
A host's calendar is the scarcest input in the system, so it is the last thing we spend. Every accepted guest gets a 15-minute producer pre-interview, and fit is scored before a recording is booked. A good conversation with the wrong person is still the wrong person.
pre_interview: 15 min · scored · then booked · how it works → -
rule: report = pipeline
Belief 07: Measure pipeline, not plays.
Downloads, followers and open rates are easy to grow and easy to dress up. We report what a CFO would ask about: invited, accepted, qualified, recorded, opportunities, signed. If a number can't be traced to a named guest, it stays out of the report.
weekly report: send → accept → record → opp → signed · proof → -
rule: client_owns_all
Belief 08: Own your infrastructure.
Invitation domains, mailboxes, the show, every episode, the guest list and the CRM records are registered to you from day one. We operate them; we never hold them. If you leave, the system leaves with you and keeps running.
on exit: every login and file handed over · faq → -
rule: relationships_compound
Belief 09: Guest lists get better. Cold lists get worse.
A cold list degrades every time you send to it. A guest list improves: each recorded guest knows peers with the same problem, and a good episode gives them a reason to make the intro. Around day 90, referrals start filling slots that research used to fill.
day 90+: past guests refer peers -
rule: paid_on_output
Belief 10: Paid for guests, not hours.
We price against a recorded-guest target and share it with you. From month 2, if we miss it, we keep booking at no charge until we hit it. Hours are our problem; guests on the record are yours.
guest guarantee: from month 2 · terms →
What we won't do.
Beliefs are cheap until they cost something. These are the requests we turn down, including when a client asks, because each one would trade a good quarter for a channel that stops working.
- no_main_domain · protects belief 01
We never send an invitation from your main domain.
Your domain carries customer email and invoices. It never carries outreach risk.
- no_pitch_on_air · protects belief 04
We never put a pitch inside an episode.
Not scripted, not improvised, not in the outro. The follow-up waits until the mic is off.
- no_unapproved_clips · protects belief 04
We don't publish anything the guest hasn't approved.
Every clip gets guest sign-off, and nothing airs without it.
- no_pay_to_appear · protects belief 05
We never charge a guest to appear.
Guests are invited for their view. The moment they pay, the stage becomes an ad.
- no_filler_guests · protects belief 06
We won't record a guest who failed the pre-interview to hit a monthly number.
The Guest Guarantee counts qualified guests only, so filler would not count anyway.
- no_overbooking · protects belief 06
We don't take on more hosts than our producers can serve.
Pre-interviews and briefs run on producer hours. Producers get hired before hosts get added.
- no_reach_metrics · protects belief 07
We don't report downloads, opens or followers as results.
They are easy to inflate and they pay for nothing.
- no_hostage_assets · protects belief 08
We never keep your domains, list or episodes when you leave.
Thirty days notice after the initial term, and every login and file is handed over.
- no_hidden_cut · protects belief 10
We take no commission on deals your team closes.
The only commission is the Closing Desk's 8%, on deals the desk itself closes.
Each card names the belief it protects. Break the rule and the belief stops being true.
The beliefs, in practice.
Who runs the engine
Six roles behind every show: strategy, production, guest research, deliverability, closing and the edit.
Meet the team → [02] about/vs-agenciesWhy not an agency
Compared line by line with lead-gen agencies, podcast production shops and building it in-house.
Compare the options → [03] field notes · long readThe interview is the discovery call
Belief 03 at full length: the five questions, what each one surfaces, and how the follow-up gets written.
Read the note →Believe it? Test it on your market.
Apply with your ICP and ACV. We come back with expected guest volume, a recommended tier and a pipeline estimate before you commit to anything.