Building Authority with Ebsta

This story starts over five years ago...

I (Tom) was the Head Of Marketing at Ebsta, and I decided I needed to get to know one of Ebsta's core personas, sales operations leaders, much better if I was going to build and grow a marketing function around them. Naturally, I tried reaching out to these people directly to understand them better, but they largely ignored my outreach.

While researching the field, we noticed something telling: there was no major podcast dedicated to the sales ops space, so we decided to start one ourselves. Fast forward three months, and we had interviewed twenty sales ops thought leaders for the show. Instead of ignoring outreach as before, these same leaders were now coming into our office to be interviewed on the podcast, a complete reversal driven purely by the credibility the show had built.

One of these guests was Jeffrey Serlin, VP of Sales Operations at Intercom:

The Business Impact

The business impact followed quickly. Guest number eleven came on the show, got chatting with Ebsta's CEO shortly after recording, and ended up buying Ebsta's sales software for their entire sales team of roughly 180 reps, delivering a 9 to 10x return on total podcast spend within the first six months alone.

Today, Ebsta's podcast is the most downloaded show in sales operations, and because its guests are also ideal customers for Ebsta's industry-leading customer engagement platform for Salesforce, those relationships continue to translate into real sales conversations, having already generated 17 demos for the business.

I've since left Ebsta to found Fame (us), but have continued to help Ebsta grow. That continued relationship reflects just how far the show has come since those first twenty interviews, when getting a single sales ops leader to return a call was still the exception rather than the norm.

A huge thanks to Ebsta for being Fame's first client!