Cold outreach gets a 0.1% to 0.5% response rate. A podcast invite to the same cold audience gets 3% to 5%, and when it goes to your LinkedIn network, it climbs to 20% to 50%. That gap is the case for account-based podcasting, and it's what this week's Scrappy ABM conversation is built around.

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Mason Cosby sits down with Joseph Lewin, who has run 47-ish podcast launches in about two and a half years. They get into why a podcast invite works as a door opener instead of a sales pitch, and how to move from interview to first meeting without the bait and switch. They also cover what to do with guests after the recording ends.

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Joseph shares the story of a prospect who ghosted his client for two months, came on the show anyway, and turned into a $500,000 deal closed in under 30 days. The episode wraps with news: the podcast business is becoming its own brand, Podcast 2 Pipeline.

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👤 Guest Bio

Joseph Lewin is Head of Podcast Strategy at Scrappy ABM, where he has led roughly 47 podcast launches over the past two and a half years. He has spent about eight years in B2B marketing and content. Outside of B2B, he has built social channels with over 100 million views. Joseph builds shows designed to turn guests into pipeline rather than chase downloads, and he is now helping launch Podcast 2 Pipeline.

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📌 What We Cover

• Why straight cold outreach lands at 0.1% to 0.5% while podcast invites hit 3% to 5% cold and 20% to 50% through LinkedIn connections
• How a client targeting COOs of medical practices saw 50% of right-fit guests say yes to a first meeting over three months
• Leading with value: a guest spot is worth $250 to $750 to people who pay booking agencies
• "The podcast is not a way to sell somebody. It's a way to open a door," and how to raise your offer without a bait and switch
• Referring guests to someone else when what they need isn't what you sell
• Post-interview plays like quarterly webinars, roundtables of four to eight guests, and worksheets or calculators
• Why audience growth comes second, and why 70% to 80% of people who engage with clips say yes to a guest invite (Joseph's estimate)
• The prospect who went dark, came on the show, and turned into a $2 million+ account

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🔗 Resources Mentioned

• Podcast 2 Pipeline
• Joseph Lewin on LinkedIn
• Scrappy ABM

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!