WHITEPAPERS & REPORTS
Ideal Listener Profile Worksheet
A B2B ICP and buyer-persona worksheet for podcast marketing teams. Define who your podcast needs to reach, then hold real listener data against it.
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What’s inside
CoHost’s Ideal Listener Profile Worksheet walks you through:
Firmographics and role
Target industries, company size, revenue, and growth stage, then the job titles, seniority, department, and budget authority of the person inside that company.
Psychographics and pain points
Their priorities this year, what they are measured on, and what triggers them to start looking for a solution like yours.
Demographics and content behaviours
Personal-level signals, plus where they already get industry news, how they listen, and which other formats they engage with.
A validation step
How to check the profile against who is actually listening, using B2B Analytics, Advanced Audience Demographics, and the Salesforce integration.
A podcast is only an effective marketing channel if it reaches the right people. This worksheet is where you define exactly who those people are, in enough detail that you can hold your real listener data up against it later and prove the podcast is working.
Your series is only worth the investment when the people spending 20 to 40 minutes with each episode match your Ideal Customer Profile, not when downloads happen to go up. Use the worksheet to document and agree on your ideal audience profile across marketing, sales, and leadership before reviewing any listener data.
Six sections take you from the company (industry, size, revenue, growth stage) down to the person (title, seniority, budget authority), then into what they care about, the personal-level signals that support or challenge the profile, and where they already spend their attention. The last section closes the loop: once your podcast is live, compare the profile against who is actually listening.
A podcast is only an effective marketing channel if it reaches the right people.
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