Datarails is a world-renowned financial analytics platform that is revolutionising analytics use within the finance sector. It is on a mission to fundamentally change how analytics are used within the finance function.
Datarails is a SaaS B2B company that uses its podcast, FP&A Today, to position itself as an authority within the industry, generate leads, and empower listeners with educational, actionable advice.
Problem
"I looked at a few proposals and you really understood where I was coming from. You were like, 'okay I get it - you've heard the word podcast before, but you really know nothing more than that'.You weren't daunted by that, you took us by the hand and said this is what you need, I think I was drawn by the variety of podcasts that you worked with, and obviously I checked some of the podcasts and listen to the quality of the sound. I said, clearly this is a very professional quality, and they weren't necessarily big podcasts but they were treated with Netflix production values, and giving those audiences what they deserve that very much spoke to me. And I think you were very available; at the beginning especially there is so much - everything is daunting. I think I started reading articles on how to start a podcast, and I was more confused reading those articles than actually doing it. Yes, so I think it was just that knowing that I was in safe hands and having that security was an important thing."
Jonathan Marciano (2023) - VP of Brand & Communications - Datarails
In 2022, we met Jonathan Marciano, the VP of Brand & Communications at Datarails. Jonathan introduced us to FP&A Today, merely an idea of a podcast at the time. Datarails had an in-house marketing team, but the team didn't have the necessary expertise to launch a podcast successfully or the bandwidth to accommodate a weekly production schedule. For a prestigious business such as Datarails, it was vital that the podcast would become a success.
During our early discussions, we met Paul Barnhurst (a.k.a. The FP&A Guy). Paul is an established finance professional with over 12 years of experience. He has a prominent online presence and great charisma. Paul became the host of the FP&A Today podcast, bringing his talent and skills to the project.
Only a year later, Paul started his own podcast show, Financial Modeler's Corner, which was also post-produced and hosted by Saspod and achieved massive success.
Despite being involved in multiple professional productions, Paul had never hosted a remote podcast on his own. Ensuring that the right equipment was purchased and operated effectively posed a potential challenge we would need to overcome to make this project successful.
Solution
Jonathan decided to move forward with Saspod and chose the following services: Podcast Production, Podcast Design, and Podcast Launch.
We started with the creation of the podcast's introduction. Jonathan wanted something short and sweet, including a professional third-party Voice-over Artist. We selected a handful of Voice-over Artists through our network of industry professionals and presented them to Jonathan. We ended up choosing a female VO, who, to this day, is the voice of the FP&A Today intro.
Following this, we took the initiative to guide Paul through the setup and utilization of audio equipment and software.
Opting for Zencastr as the podcast recording platform, we prioritised a seamless experience, particularly when interviewing the first guest. We proactively joined the initial interviews to mitigate any potential challenges arising from Paul's unfamiliarity with the software, ensuring a comprehensive soundcheck was conducted to minimize any risks.
Considering that FP&A Today is a weekly show, we strategically created a content bank of four episodes. This ensured a vital production buffer, allowing seamless and uninterrupted publishing. Moreover, this approach allowed ample time for feedback and communication to enhance the show's overall quality.
After wrapping up the production for these episodes, we transitioned to establishing the podcast hosting and RSS feed. Our approach guarantees the podcast's widespread availability on all major platforms, with the RSS feed configured to ensure accurate and insightful statistics.
In the first month (May 2022), FP&A Today generated 1800 downloads, and the following month (April 2022), it generated 4500 downloads. Today, the podcast generates an average of 17000 to 18000 monthly downloads, showcasing consistent audience growth.
Results
Over the past two years, FP&A Today has achieved significant direct and indirect benefits from its collaboration with Saspod. The podcast is professionally produced, consistently aligning with Datarails' branding standards, ensuring a high-quality listener experience. Throughout this partnership, the podcast has maintained a steady release schedule and Saspod produced over 100 episodes positioning FP&A Today as a trusted authority within the FP&A community. As of this writing, the podcast has garnered an impressive 327.9k audio downloads—a remarkable achievement given the niche market it serves.
Conclusion
In summary, with the support from Saspod, Datarails successfully achieved its objective of launching a thriving podcast and establishing itself as a frontrunner in Financial Planning and analysis. The FP&A Today audience actively and consistently engages with the show, opening up new and promising business opportunities.
"I have worked with Saspod for the last three months, and they have been outstanding. If I have ever had any technical problems, they have worked with me to resolve them. They are always available and responsive. I would highly recommend them without reservation."
Paul Barnhurst (2022) - Host of FP&A Today
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