The Real Business of Podcast Marketing with Randi P’Pool

What does it really take to build a business that lasts in podcasting?

In this episode of PodBiz, Norma Jean Belenky and John Kiernan talk with Randi P’Pool, Founder and CEO of P’Pool Media, about the realities of leading a modern media agency — from scaling teams and navigating client departures to redefining what creative success actually looks like. Randi shares lessons from two decades in broadcast and marketing and the shift from corporate structures to the agility of podcasting. It’s a candid look at leadership, adaptation, and what happens when you build a business that reflects the people behind it.

As she puts it:

“You have to learn to pivot. If something isn’t working, stop trying to force it to look like success.”

Here are some insightful moments within the episode:

• Why adaptability is the key to long-term success in podcast marketing

• How to recover when a major client leaves — and what it teaches you about leadership

• Why authenticity and consistency still outperform “corporate buzzword speak”

• The shift from broadcast culture to agile, creator-led podcasting

• How fractional teams and partnerships can scale creative businesses

• The emotional side of entrepreneurship and protecting your confidence

• What the future of podcast marketing looks like for agencies and creators alike

Randi P’Pool is the Founder and CEO of P’Pool Media, a full-service marketing agency working with B2B and B2C podcast companies. With over twenty years of experience in media, she helps creators, networks, and brands build marketing strategies that connect, convert, and sustain. Randi’s work bridges traditional broadcast expertise with the adaptability of today’s podcast industry, emphasizing creative integrity and measurable results.

Connect with Randi on LinkedIn: https://www.linkedin.com/in/randi-p-pool-75872520/

Episode Chapters

(00:00) Opening | Defining the real business of podcast marketing

(02:14) From corporate broadcasting to entrepreneurship | Randi’s leap into ownership

(06:42) Strategy over spin | Finding the right message for the right audience

(09:22) Authenticity in content | Why “busy buzzword speak” doesn’t work

(10:02) Leadership lessons | Building and managing a business that scales

(17:53) Fractional teams | How integration keeps clients growing

(19:51) The never-off entrepreneur | Boundaries and balance in creative work

(20:43) Learning from loss | Navigating client departures with perspective

(23:13) The future of podcast marketing | Why evolution keeps it exciting

Some Additional PodBiz Buzz…

“It’s devastating not only to your ego but financially when a client leaves. You have to learn to take those in stride.”

“People are going to say no. Knowing that things happen at the right time has been the biggest mindset shift.”

“I’m a Leo and I like to be my own boss.”

“You have to learn to pivot. If something isn’t working, stop trying to force it to look like success.”

“Look at the stage. We’re all friends. That’s the best part of this industry.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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