CASE STUDY – Treasure Data
How Treasure Data built brand awareness and elevated trust by educating MarTech leaders on how to create first-party data strategies
COMPANY
Treasure Data
SPEAKERS
Kazuki Ohta (CEO)
Zack Wenthe (Evangelist)
CATEGORY
B2B SaaS ($100M ARR)
AUDIENCE
MarTech leaders
CAMPAIGN highlights
Building Profiles For 2 Podcast Speakers
The CEO talked about the vision, the Evangelist talked about the product and the industry.
In-Depth Interview & Marketing Coaching
Worked closely with both speakers and the marketing team to get the most out of each appearance.
Team Support & Communication
We used Slack and emial to communicate with both speakers, as well as the scheduling team.
ABOUT Treasure Data »
Leading Customer Data Platform
Treasure Data makes it simple to translate millions of data points into individual customer journeys so you can make better decisions, build customer trust, and accelerate growth.
OBJECTIVE »
Through podcasts, Treasure Data wanted to increase brand awareness and develop new content
Treasure Data decided to secure podcast interviews for their CEO (Kazuki Ohta) and Chief Evangelist (Zack Wenthe) to build brand awareness, evangelize the CDP category, and create more content.
The objective was to reach B2B/B2C MarTech leaders interested in creating first-party data strategies.
CAMPAIGN APPROACH »
2 speakers speaking to the same audience about different topics
- Speakers: Kazuki Ohta (CEO), Zack Wenthe (Product Evangelist)
- Scope: 10 podcasts in 4 months (each)
- Audience: MarTech
Orchestrating multi-speaker campaigns requires a different approach compared to single-speaker podcast tours.
In Treasure Data’s case, the goal was to build brand awareness. But both speakers, the CEO (Kazuki Ohta) and the Chief Evangelist (Zack Wenthe) needed to talk about the different topics to the overlapping audience.
During the onboarding phase, we specified the shared audience as MarTech leaders and for both speakers, crafted multiple 2-4 topics. Then, we presented everything to podcast hosts on their individual profile pages.
The outreach and scheduling were handled by one booking agent, streamlining the experience for the Treasure Data team.
After the initial outreach that instantly resulted in multiple bookings, we coached Kaz and Zack on how to prepare, how to network with hosts, and how to monetize their podcast interviews.
As a result, the campaign was finished within the timeframe and impacted 1,000s of listeners as well as current Treasure Data customers through in-house distribution.
What made podcast hosts say 'Yes' to Kaz & Zack
Visit their podcast profile pages: Kazuki Ohta, Zack Wenthe
Both speakers got invited onto 10+ podcasts in under 4 months
results
Evangelizing the CDP category and increasing Treasure Data's brand awareness
Both Kaz and Zack were booked on 10 podcasts each in the MarTech and Technology niche within 4 months.
That allowed them to educate relevant decision-makers on why it’s important to consider leveraging customer data in a new way. By doing that, they positioned themselves and Treasure Data as a thought leader in the industry and further strengthened their position in the CDP category.
Both speakers, as well as the Treasure Data marketing team, leveraged the content from podcast episodes to nurture their audiences via multiple existing channels – mostly LinkedIn, email newsletter, and TikTok.
Being interviewed on podcasts also supplemented their other PR efforts since podcast appearances offer a unique insight into what message resonates with the target audience.
Lastly, the coaching provided for both speakers led to additional interview invitations since both Kaz and Zack were always prepared and treated their interviews as networking opportunities.