Ep 37 - Leveraging Podcast Marketing with Molly Laufer, Michael Kropko, Krystina Rubino, Dan Granger

With more than 117 million monthly listeners in the United States alone, podcasting has officially become the next billion-dollar industry. For marketers, this means that podcast marketing has simultaneously become one of the most viable and exciting channels for growth. Last month, with that in mind, we brought together four of the industry leaders who have already established themselves as experts in this rapidly expanding space to discuss the ways businesses can leverage podcast marketing to get in front of their target audience unlike ever before.

In our conversation, we dive into the challenges of podcast marketing. We discuss the consumption curve of podcasts, how results can’t be seen until 21 days of advertising, and that patience is key in a world where marketers want to be instantly gratified. We talk about the nuances of knowing which podcasts are right for you to advertise on and the importance of thorough onboarding. All this and more!   

Here’s What We Discussed: 

• [03:50] The greatest challenges our speakers encountered in podcast marketing 
• [05:36] Krystina and Michael explain the consumption curve of podcasts and how long it takes advertisers to see results 
• [09:14] How do you know which podcast shows to buy? How marketers tackle attribution and false positives
• [16:14] Understanding Pixel-Based tracking and its challenges today 
• [21:46] Michael talks about the value of a post-checkout survey 
• [26:25] What do you look for when partnering with a podcast? 
• [29:50] Krystina dives into buying ad inventory released by networks 
• [34:52] The power of good onboarding; How to get a host engaged and connected to your product 
• [38:36] One of the best advantages of the podcast channel is it gives your product a voice 
• [43:24] Krystina breaks down the operational steps for getting your ad on a podcast
• [48:02] Our experts talk about the challenges of scaling the podcast channel and how many aspects of it are still manual

About Our Speakers

Dan Granger, CEO, and Founder, Oxford Road, Dan is the Founder and CEO of Oxford Road, the leading independent audio agency in the US. Oxford Road has helped hundreds of DTC companies scale their efforts in audio using Podcast, Radio, Streaming, Connected Voice, and more. 

By offering the combined capabilities of Media, Analytics, and Creative Development, Oxford Road guarantees super performance for brands that qualify for their services. Oxford Road was named among Inc 500 Fastest Growing Private Companies and has supported the growth of over 12 Unicorn Companies, (private companies valued over $1Billion) to date.

Krystina Rubino, Head of Offline Marketing, Right Side Up, Krystina has worked in digital and offline media and marketing for 15+ years in NYC and SF, on 70+ brands and products. After investing hundreds of millions in media dollars, she knows how to create campaigns that achieve goals and build businesses.

A digital expert and paid search nerd turned display banner apologist, she’s turned her focus to podcast and offline advertising, and helping companies of all stages to diversify their overall marketing mix and stand up these channels in-house. She started and lead the offline growth marketing function at Right Side Up, the leading collective of growth marketing specialists who have helped more than 300 VC-backed tech companies hit their goals across virtually all paid