How CMOs Use Branded Podcasts to Own the Conversation

In this episode, Lucas and Luna explore why more CMOs are launching their own branded podcasts instead of buying ads on existing shows. They examine the case of HubSpot's 'The Growth Show' and how it generates qualified leads at a fraction of the cost of traditional demand gen. They discuss audience ownership, first-party data capture, and the shift from renting attention to owning the relationship. Lucas breaks down the numbers: a branded podcast can cost $5,000-$15,000 per quarter to produce, but the cost per qualified lead can be 60% lower than paid search. Luna challenges whether every brand needs a podcast, and they debate the threshold for listener engagement that makes it worthwhile. The episode closes with a look at how CMOs measure the ROI of audio content and whether the medium is a fit for B2B vs. B2C brands. #BrandedPodcasts #ContentMarketing #CMO #HubSpot #TheGrowthShow #PodcastMarketing #FirstPartyData #DemandGen #B2BMarketing #AudioContent #MarketingROI #LeadGeneration #OwnedMedia #PodcastStrategy #FexingoBusiness #BusinessPodcast #MarketingPodcast #CMOStrategies Keep every episode free: buymeacoffee.com/fexingo