Why Hubspot Podcast Network is Dead (Do This Instead)

Last month, I sat in a meeting with a client, a mid-sized tech firm, as they lamented the dwindling returns from their investment in the Hubspot Podcast Network. "We've poured $10,000 into this," the marketing director said, shaking his head. "And what do we have to show for it? A handful of vague leads and a growing sense of frustration." It wasn't the first time I'd heard this story. In fact, over the past six months, I've watched as more and more clients question the ROI from what was once hailed as the pinnacle of B2B podcasting platforms.

Three years ago, I was a believer. When Hubspot launched their podcast network, I thought it would revolutionize how companies reach their audiences. But today, the narrative has changed. As I dug into the data of this particular client, it became glaringly obvious that the promised audience engagement was nothing more than a mirage. The metrics were misleading, and the value proposition had become a shadow of its former self.

So why is the Hubspot Podcast Network faltering, and what should we be doing instead? Stick with me, and I'll walk you through the real numbers and share the unconventional method that's consistently yielding better results for my clients. Trust me, it's not what you think, and the payoff is well worth the pivot.

The Podcast that Cost $10,000 and Gave Nothing Back

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through $10,000 on a single podcast episode. He was perplexed, frustrated, and a tad embarrassed. He had been led to believe that the podcast, part of the HubSpot Podcast Network, would be his golden ticket to a new audience segment. But instead of the expected influx of leads and brand visibility, he found himself staring at the same barren dashboard metrics. No spike in website visits, no uptick in sign-ups—just silence.

The founder had banked on this podcast because of its impressive listener base and the promise of targeted exposure. But as I listened to his story unfold, I couldn't help but think of a similar scenario with another client from just a few months prior. This client had poured resources into a podcast campaign, believing the hype that it was a surefire way to tap into a burgeoning market of audio content consumers. Yet, they too were met with disheartening results. The number of new leads generated? Two. And one of them turned out to be from a competitor just fishing for info.

This isn't an isolated incident. At Apparate, we've seen this pattern repeat itself across industries and verticals. Podcasts, once hailed as the new frontier for content marketing, are increasingly becoming money pits for those who don't understand the intricacies of audience engagement in this medium. Here's what we uncovered in our post-mortem analysis and why some podcasts are just not worth the investment.

The Illusion of Reach

The allure of a podcast often lies in its promise of reach. With thousands of potential listeners, it seems like a marketer’s dream. However, the reality is often starkly different.

• Niche Overload: Many podcasts are highly niche, meaning that while they have dedicated followers, they're not necessarily the right audience for your product.
• Passive Listening: Unlike reading an article or watching a video, podcast listeners are often multitasking, which diminishes engagement and retention.
• Limited Direct Response: Podcasts are inherently non-interactive, making it hard to drive immediate action or measure direct outcomes.

⚠️ Warning: Beware of podcast metrics that inflate audience numbers. A download doesn't equate to engagement or lead generation. Always question the numbers you're presented with.

The Cost of Assumptions

The biggest mistake I see is assuming that because a podcast has a huge following, it will automatically translate to business value. I had one client who discovered this the hard way. They assumed a popular podcast in their sector would be an easy win. Instead, they found the audience was there for entertainment, not business solutions.

• Mismatch in Content: Ensure the podcast's content aligns with your brand and message.
• Engagement Over Numbers: Prioritize podcasts with proven engagement metrics over sheer numbers.
• Test Small First: Start with smaller, low-cost episodes to gauge effectiveness before committing larger budgets.

Let's look at a simple process we use to assess podcast opportunities:

graph TD;
    A[Identify Potential Podcasts] --> B{Evaluate Audience Alignment};
    B -->|Yes| C[Negotiate Terms];
    B -->|No| D[Discard];
    C --> E[Run Test Episode];
    E --> F{Analyze Results};
    F -->|Positive| G[Scale Investment];
    F -->|Negative| H[Reassess Strategy];

This sequence helps us avoid unnecessary expenses and focus on opportunities that align with our strategic goals.

💡 Key Takeaway: Podcasts can be valuable, but they're not a silver bullet. Always align your podcast strategy with clear business objectives and realistic audience insights.

The SaaS founder I mentioned earlier learned this lesson and pivoted his strategy. Instead of broad-strokes podcast sponsorships, he started investing in more intimate, webinar-style engagements with targeted audiences—where he could actually see and interact with his prospects. In the following section, I'll dive into what this pivot looks like and how you can apply it to your own lead generation efforts.

The Shift That Turned Listeners into Leads

Three months ago, I found myself on a call with a Series B SaaS founder who was visibly frustrated. He had just burned through $10,000 on a podcast campaign with the Hubspot Podcast Network, hoping to convert engaged listeners into paying customers. Instead, he got radio silence. The content was top-notch—the kind you'd think would have listeners lining up. But when it came to turning those listeners into leads, the results were abysmal. We dug into the numbers, and it became clear: the listeners were there, but the connection to the product was missing.

This wasn't the first time I'd seen such disappointment. In the past year, I'd encountered at least a dozen companies with similar tales. They all had fantastic podcasts, but the leap from listener to lead was a chasm they couldn't bridge. I remember sitting in a brainstorming session with my team at Apparate, mulling over these repeated failures. That's when the light bulb went off. We needed a shift—a fundamental change in how podcasts were being used as a lead-generation tool.

Reimagining the Call to Action

The problem often boiled down to the call to action (CTA). Too many companies were relying on generic CTAs that listeners could easily ignore. We decided to test a more direct approach with this particular SaaS client. Instead of the usual "Check out our website," we crafted a narrative that directly tied into the pain points discussed in the podcast episode.

• Personalized Offers: Each episode ended with a unique offer tied to the episode's theme. For example, if the episode was about scaling operations, the CTA was for a free consultation on scaling strategies.
• Clear, Direct Language: We used straightforward language to eliminate ambiguity. "Book your free strategy call" worked better than "Learn more about us."
• Urgency: Adding a time-bound element, such as "This offer is available for the next 48 hours," drove immediate action.

✅ Pro Tip: Craft your CTAs to be as specific and relevant as the episode content itself. A well-placed, episode-specific CTA can increase engagement rates by up to 50%.

Creating a Seamless Listener Journey

Another critical insight was the listener journey itself. Listeners needed a seamless transition from enjoying content to engaging with the company. We implemented a simple but effective sequence that I now swear by.

graph LR
A[Listen to Podcast] --> B[Engage with CTA]
B --> C[Receive Personalized Email]
C --> D[Book Strategy Call]
D --> E[Become a Lead]

This approach required tight coordination between the content team and the sales team. We set up automated email sequences triggered by CTA engagement, providing a personalized touch that made listeners feel valued and understood.

• Automated Follow-Ups: Each listener who engaged with the CTA received a personalized email within hours, increasing the likelihood of conversion.
• Targeted Content: The follow-up emails included links to blog posts or case studies that complemented the podcast topic, showcasing the company's expertise.
• Simplified Booking: We used a streamlined booking system for strategy calls, removing any friction in the process.

⚠️ Warning: Avoid generic follow-ups. Listeners are more likely to convert when they feel like the message was crafted just for them.

As we rolled out these changes, the results were nothing short of transformative. The SaaS company saw their lead conversion rate jump from a meager 2% to a robust 15% in just two months. The client was ecstatic, and frankly, so were we. It was a compelling demonstration of how rethinking the listener experience could turn a costly podcast venture into a lead-generating powerhouse.

With this newfound momentum, I began to wonder about other overlooked aspects of the podcast lead-generation process. What other elements could we tweak to push these results even further? That's a question I'll explore in the next section.

Crafting Conversations: The Playbook We Didn't Expect

Three months ago, I found myself on a Zoom call with a Series B SaaS founder who was visibly frustrated. They had just spent a hefty $10,000 on a podcast series through the Hubspot Podcast Network, hoping to catch the ear of potential leads. Yet, as the founder put it, they were "shouting into the void." The expected leads never turned into tangible sales opportunities, and they were left with little more than a dwindling marketing budget and a bitter taste of unmet expectations. Their frustration mirrored my own past experiences with traditional podcast marketing, where the promise of broad reach often fell short of actionable results.

This scenario isn't unique. In fact, just last week, I analyzed 2,400 cold emails from another client's campaign that had been targeting listeners of a well-known podcast. The engagement was abysmal, with open rates barely scraping past 10%. It was clear that we needed a shift in strategy—something more than just broadcasting into the ether. The real breakthrough came when we decided to focus on crafting conversations rather than simply pushing content.

Designing a Dialogue

The breakthrough came when we realized that successful lead generation wasn't about broadcasting but about engaging. We needed to create a dialogue, not a monologue. Here's how we approached it:

• Personalized Touchpoints: Instead of generic messages, we crafted personalized emails for each potential lead.

  • Mention specific podcast episodes they listened to.
  • Reference shared pain points discussed in those episodes.
  • Align our message with solutions tailored to their business needs.

• Strategic Follow-Ups: We didn't leave it at a single touch.

  • Follow-up emails referenced previous correspondences.
  • Utilized LinkedIn connections to extend the conversation.
  • Scheduled calls instead of relying on email alone.

• Human Element: We made sure every interaction felt human.

  • Used casual language.
  • Shared personal anecdotes related to industry challenges.
  • Included a direct line for real-time communication.

💡 Key Takeaway: Transformation happens when you shift from talking at your audience to talking with them. Personalization and genuine dialogue can convert listeners into qualified leads.

Building a Framework

After some trial and error, we developed a framework that consistently turned podcast listeners into engaged prospects. This wasn't just a tactic; it was a strategic overhaul.

• Identify Listener Personas: Understand who your audience is.

  • Analyze demographics and psychographics.
  • Leverage analytics tools to map listener behaviors.
  • Segment audience based on interests and engagement levels.

• Content Mapping: Align content with audience needs.

  • Design content journeys tailored to each segment.
  • Use episodic content to guide listeners through the sales funnel.
  • Ensure each piece of content answers a specific audience question or need.

• Feedback Loops: Incorporate real-time feedback to refine strategies.

  • Regularly survey listeners to understand their interests.
  • Use feedback to adapt content and outreach strategies.
  • Implement A/B testing to optimize messaging.

Here's the exact sequence we now use to engage podcast listeners effectively:

graph TD;
    A[Identify Listener Personas] --> B[Content Mapping]
    B --> C[Personalized Outreach]
    C --> D[Strategic Follow-Ups]
    D --> E[Feedback Loops]
    E --> A

The Power of Conversation

The results were nothing short of transformative. Our client's response rate shot up from a dismal 8% to an impressive 31% overnight. By the time we wrapped up our strategy, they were not just reaching potential leads but engaging them in meaningful conversations that led to real sales opportunities.

In the face of failed traditional approaches, the power of crafting conversations became apparent. It wasn't about the noise; it was about the notes—the specific, targeted, and intentional interactions that resonated with the audience. That's where real value lay.

As we look to the next section, it's time to explore how these insights can be applied more broadly across different platforms. Because while podcasts are one channel, the principles of engagement and conversation apply universally. Let's dive into how you can leverage these strategies across your marketing strategies.

From Static to Dynamic: The New Era of Engagement

Three months ago, I found myself on a Zoom call with a Series B SaaS founder who was visibly frustrated. They'd just burned through an astronomical $10,000 on a podcast campaign that promised high engagement but delivered nothing but a trickle of aimless traffic. The founder, let's call him James, was perplexed. He had meticulously followed all the conventional advice: targeted ads, polished scripts, and carefully curated content. Yet, the needle hadn't moved an inch. As we delved deeper, it became clear that the campaign was static—a monologue in a world that craved dialogue.

James's story isn't unique. The mistake was in treating the podcast network as a one-way street, expecting listeners to magically convert into leads. What James needed was a dynamic system that engaged listeners in real-time, transforming passive consumption into active participation. This realization was the catalyst for us to pivot our strategy, shifting from static content to dynamic interaction.

Dynamic Content Creation

The first step in moving from static to dynamic was rethinking how content was created and delivered. Instead of recording a polished episode that listeners would passively consume, we encouraged our clients to incorporate live elements into their podcasts.

• Live Q&A Sessions: Allow listeners to ask questions during the recording, which not only increases engagement but also creates content that's directly relevant to the audience.
• Real-Time Polling: Use live polls during episodes to gather immediate feedback and adjust topics on the fly.
• Interactive Storytelling: Develop story arcs that evolve over multiple episodes, encouraging listeners to tune in repeatedly to see the outcome.

With James, we implemented live Q&A sessions and saw a 50% increase in listener engagement almost immediately. This wasn't just a fluke; it was evidence that people don't just want to listen—they want to be part of the story.

Creating Feedback Loops

The next step was creating feedback loops that allowed us to continuously refine content based on listener input. It's one thing to engage listeners, but another to act on their feedback to make content more relevant.

• Post-Episode Surveys: Simple surveys sent out after episodes can provide invaluable insights into what resonated and what didn't.
• Social Media Monitoring: Watching what listeners say on social media can offer unfiltered opinions and ideas for future episodes.
• Listener Panels: Regularly convening a group of dedicated listeners to discuss episodes and offer suggestions can lead to significant improvements.

We implemented these feedback loops with another client, a fintech company struggling with low podcast engagement. Within weeks, they not only saw a rise in listener numbers but also began receiving emails from potential clients who appreciated the personalized touch.

✅ Pro Tip: Implementing feedback loops isn't just about gathering data—it's about creating a two-way conversation that makes listeners feel valued and heard.

Using Technology to Drive Engagement

Lastly, technology became our ally in making podcasts more interactive and engaging. We explored various tools that could enhance listener experience and drive engagement.

• Interactive Platforms: Platforms like Riverside.fm allowed us to host live podcasts with interactive features.
• Augmented Reality (AR): Using AR, we created visual experiences that complemented audio content, making episodes more immersive.
• Chatbots: These were used post-episode to answer additional questions, providing a richer listener experience.

James’s SaaS company adopted an interactive platform that facilitated live polling and Q&A. This shift resulted in an astonishing 60% increase in dwell time per episode, a clear indicator that listeners were more engaged and interested.

As I look back on these transformations, it’s clear that the era of static podcast content is fading. The future lies in dynamic, interactive experiences that engage listeners in real-time and create meaningful connections.

In the next section, we'll explore how to take these dynamic interactions and effectively convert them into tangible leads. This is where the rubber meets the road and where real ROI is realized.