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How CoHost Helps impact.com Turn a Niche Podcast Into a Lead-Generating Channel

impact.com uses CoHost’s analytics and marketing tools to build a top-ranking branded podcast, reach their niche audience of partnership marketers, and convert listeners into customers.

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Type: Brand

CoHost Plan: Enterprise + CoHost Marketing Services

Favorite Features: B2B Analytics, Advanced Audience Demographics, Tracking Links

About impact.com

impact.com is a B2B affiliate, influencer, and referral marketing platform that helps brands build efficient and successful partnership programs. Their podcast, The Partnership Economy, explores the power of partnerships through candid stories with industry experts.

The Challenge: 

impact.com needed to reach and convert a niche audience.

As a leader in partnership management, impact.com was on a mission to engage a highly specific group: partnership marketers. 

Traditional content channels weren’t cutting it, and their team needed a new way to connect with this audience in a meaningful, measurable way.

They launched a branded podcast—but knew from day one that success would depend on understanding their listeners and being able to prove impact (pun intended) for the brand.

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The Solution:

CoHost equips impact.com with the data and tools to grow strategically.

Using CoHost’s enterprise analytics and podcast marketing tools, impact.com can target their ideal audience, validate reach, and fuel measurable business growth, easily reporting success back to leadership.

  • B2B Analytics: Reaching the right professionals: Through CoHost’s B2B Analytics, impact.com can confirm that they were connecting with decision-makers across partnership and marketing teams by having industry and job role data. This insight gives internal stakeholders confidence that the show is not only reaching listeners, but the right listeners.
  • Advanced Audience Demographics: Understanding who’s tuning in: CoHost’s Advanced Audience Demographics allows the team to gain clarity on listener attributes—from income and online habits to location and behavior. These insights inform content direction and help tailor messaging across the podcast as well as other channels.
  • Marketing Amplification: Accelerating audience growth: impact.com leverages CoHost’s podcast marketing services to grow listenership quickly and with an experienced team. By optimizing launch strategy and distribution, the show saw strong organic growth, gained traction in the Business category, and developed a loyal following among partnership professionals.
  • Audience Retargeting: Turning insights into impact: By tapping into firmographic data, the impact.com team can retarget listeners from their podcast and successfully convert them into customers, directly tying podcast engagement to revenue and lead generation.

The Outcome: 

CoHost helps impact.com reach over 100k marketers and turn listener insights into ROI.

  • Validated Audience Fit: CoHost continues to confirm that the show is reaching the exact industry and professional profile impact.com wants to target.
  • Rapid Growth & Visibility: The podcast climbed to the top of the Business charts, growing its listener base while maintaining alignment with strategic goals.
  • Clear Business Impact: Listener insights enable successful retargeting efforts, proving that podcasting can be both a brand and demand channel.
  • Industry Recognition: The show earned a Shorty Award in the Branded Podcast category, further cementing its status as a leading voice in the space.

The Takeaway:

With CoHost, impact.com built more than a podcast—they built a pipeline.

The impact.com team can make a hyper-clear connection between the show and lead generation.

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