Create a reason to get into the same room with people who matter to the business.
We use a podcast to create a reason for your executive to meet people who matter to the business and give both sides time to understand what matters. Depending on the strategy, these could be partners, customers, clients or employees.
Give both sides time to understand what matters.
The conversation gives both sides time to understand each other's thinking, priorities and needs. We shape the guest selection and conversation themes around your existing strategy and the commercial needs of the business.
The published conversation also gives people material to watch or listen to afterwards. They can hear how your executive weighs a difficult decision, what experience informs their view and what matters to the company behind the conversation.
Heitland Media Group (HMG) develops Executive Thought Leadership strategy alongside your existing business strategy and marketing strategy, then builds and runs an Executive Podcast for B2B executives. It is a separately commissionable, fully managed service. After launch, HMG prepares, produces and publishes at least two executive conversations each month.
A position your executive can credibly carry.
A useful podcast starts with more than a guest list. HMG develops the Executive Thought Leadership strategy around the experience, judgement and perspective your executive can credibly contribute. The work sits alongside the company's existing business strategy and marketing strategy.
We then build an Executive Story Library around decisions, experiences and points of view that give those conversations direction. It helps identify what your executive can speak about with substance, and what should remain private.
The strategy determines who belongs in the room and why the conversation matters. A partner conversation may explore where the businesses could work together. A customer or client conversation may help your executive understand a commercial need. An employee conversation may reveal what people need from the company and its leadership.
HMG uses that direction to research relevant guests and prepare a conversation worth taking part in. Your team owns the relationship and decides how to follow it up.
A managed executive conversation, month after month.
HMG manages the work around the podcast: guest research and invitations, conversation preparation, recording, production and publication. After launch, the service prepares, produces and publishes at least two executive conversations each month.
Your executive brings their judgement to agreed conversations and approves what represents them. The client retains commercial ownership of the relationships and approves the material that represents its executive.
Context your commercial team can use.
A published conversation can give a buyer a clearer basis for deciding whether a first conversation would be useful. It can also provide your commercial team with approved material and agreed context around a relationship.
Your team remains responsible for qualification, proposals, pricing, negotiation, follow-up and conversion.
Separate from your Executive Authority Office
You can commission an Executive Podcast without commissioning the wider Executive Authority Office. The podcast is a defined service with its own enquiry path.
Agreed separately
Your Executive Authority Office can manage a broader agreed scope of Executive Thought Leadership strategy, editorial work, visibility, relationship preparation and documentation. That wider work is agreed separately.
Start with the relationships and thinking that matter.
We begin with the company context, the executive's experience, the relationships that matter and the conversation themes worth developing. HMG prepares the work for approval and agrees how the executive, commercial owner and HMG will work together.
Scope, responsibilities and investment are agreed before work begins.
Questions before you begin.
What will HMG take care of?
HMG develops the Executive Thought Leadership strategy and Executive Story Library, manages guest research and invitations, prepares each conversation and manages recording, production and publication. After launch, HMG prepares, produces and publishes at least two executive conversations each month.
What will we need from our executive and team?
Your executive contributes experience and judgement to agreed conversations and approves what represents them. The client retains commercial ownership and a commercial owner stays close to the relationships and leads the commercial work that follows.
What does the service build?
You will have an Executive Thought Leadership strategy, an established Executive Podcast and a growing body of approved executive conversations. Buyers can use that work to understand how your executive thinks before a sales meeting.
What does the Executive Podcast cost?
Each Executive Podcast is shaped around the company, the executive and the relationships that matter. Investment depends on the positioning work, guest strategy, production format and operating scope. HMG sets out the scope, responsibilities, fees and start plan before either side commits.
Start with the relationships and thinking that matter.
Tell us what your company is working towards, which relationships matter and what you want people to understand about your executive before a meeting. We can discuss the role of an Executive Podcast, what your executive would contribute and how your commercial team would stay connected.
Contact us about an Executive Podcast