Building Authority with Ebsta

This story starts over two years ago...

I (Tom) was the Head Of Marketing at Ebsta, and I decided that I needed to get to know one of Ebsta's core personas better if I was able to start and grow a marketing function. Of course, I tried to reach out to these people to try to understand them... but they ignored me.

As we were researching the field, we saw that there was no big podcast in the space — so we started one!

Fast-forward three months, and we had interviewed twenty sales ops thought leaders. Instead of ignoring us, these leaders were now coming into our office to be interviewed! Guest #11 came on the show, got chatting with the Ebsta CEO shortly after and ended up buying our sales software for their whole sales team of roughly 180 reps. This gave a 9-10x ROI on total spend for the podcast after the first 6 months.

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

We are now the most downloaded podcast in sales operations, and as these guests are also perfect customers for Ebsta's industry-leading customer engagement platform for Salesforce, they are also having interesting sales conversations with a number of guests.

I then left Ebsta to pursue this process further, with Ebsta still retaining me to host the podcast, and our team delivering the podcast.

A huge thanks to Ebsta for being our first and best client!

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