A behind-the-scenes lead generation playbook focused on the daily activity that creates pipeline: account research, thoughtful follow-up, personal video, and useful community conversations. This written playbook focuses on the activities and decisions demonstrated in the video, so you can adapt the approach without needing to copy the exact words or setup.
What this playbook covers
The video packages a practical working session around Structure Your Podcast For Leads (Step-by-step). Read it as a guide to the underlying activity: identify the situation, choose the right next move, and build a repeatable way to do the work well.
Build a small, workable outreach block
Lead generation is easier to sustain when the work is specific. Choose a small group of people or accounts, decide why each one is relevant, and give the session a clear finish line. A focused hour of activity is more useful than an abstract plan to “do more outreach.”
Make every touchpoint earn attention
Use a real observation, a shared context, or a useful idea to start the conversation. Short personal videos, LinkedIn messages, and email follow-ups work best when they show that you understand the person’s world, not when they imitate a mass campaign.
Treat follow-up as relationship work
Most opportunities are not created by a single perfect message. Keep notes, make the next step easy, and come back when you have a genuine reason to do so. That approach is especially valuable in Columbus, where the same people often meet again through work and community.
Take the useful part into your own work
Use the framework, then tailor it to your audience, offer, capacity, and goals. The goal is not to reproduce the video. It is to make one useful improvement in your own work.
- Choose ten people or accounts to research this week, then write down one relevant reason to reach out to each of them.
- Reserve a recurring 45-minute follow-up block and send messages that offer context or value before asking for time.
Continue learning
Explore more marketing playbooks from the Columbus community for additional field notes, tools, and retrospectives.
For a local conversation about the work, see upcoming Columbus Marketing events.
Watch the source video
Watch the full recording on Andy the Marketer on YouTube. The complete transcript remains available below for reference.
Read the video transcript
Kind: captions Language: en Hi there. This might be the shortest walkthrough video I have ever done. If you're new to the channel, my name is Andy. I'm the founder of three businesses. One is my design studio, which generates around 20K per month, and we do web and SEO for healthcare. The other is the Columbus marketing organization, which is my in-person job board mastermind group for marketers here in Columbus. And the third one is my podcast, which is what the topic of conversation will be on today. The topic of this is how to give guests and create and curate a podcast that will generate leads for your business in 11 minutes. This is why this is going to be a short video. I'm getting ready to record an hourong conversation with the co-founder and CEO of a $20 million a year SEO agency so they could be a great referral source. Everything is preparation. And while I have all this up, I thought might as well record a video for you guys on how the mindset that you need to bring to a p to a podcast that will be business beneficial and really build a relationship. So, let's talk about pre-work. So, yesterday I sent this to our guest. I'll do another full episode more so about onboarding and how to get people on the schedule, Riverside, all the logistics, things like that. It's beyond the scope for this one. Yesterday, day before recording, I record a personalized video talking about the introducing the show, talking about things to cover. They get sent to a guest page where they will then fill out a form, all the information, how their links, photos, assets, and brand kit, what they're promoting. So, I can hear from them from their mouth. This is the key point of the conversation. Have the guest tell you from their mouth what makes a home run for them and lean into it. in this document here that they received the day before. Sample episode arc. Some people haven't been on podcast before and it helps just know what they're walking into. And then a few sample questions for them. And while we're recording, I'm very diligent on only having two or three tabs open. I have this one for the sake of demonstrations. One of them is their LinkedIn profile so I can talk about some of their recent posts so I have a better insight into what their recent day in the life looks like. is good for breaking the ice, starting a great conversation and building rapport. Second one is these notes as I've talked about. And the third one is the Riverside tab and this is where we record. So I like to keep it very minimal, try and make eye contact. I'll also have this notetaker here. By the way, shout out to Whisperflow. I love their notetaker and it's been great for the podcast appearance. And if I can't hear something that they're saying, I'll have the transcript running here in live time, which is recording me now, too, because I'm teching away in the call. And afterwards, um, we'll talk a little bit about on the experience. So, as soon as they join, always have the podcast setting set to permission to join. So, they don't pop in right away. They will you receive a notification. You can set this in Riverside to where when they join, you get a when they join the waiting room, you get a small notification. You can prepare. Make sure audio is everything and lets them in. And when they join, greet them with a smile and enthusiasm. Hello. So excited to chat today. How is your morning going? Boom. Build rapport right away. Put them at ease and start recording relatively soon after they join. And when you hit record, say, I'm going to start recording now, but I don't actually start it here. This just to make sure that I don't fat finger the button and forget I'm recording anything. And that vulnerability builds rapport. And then you start with small talk. And you just ease your way into a conversation. In followup directly afterwards, you send them an email with the link to download the footage. tell them they can use with it as they please and let them know in that email too when the episode comes out. It's also a great time to ask for a testimonial. This right here, these dozens and dozens of testimonials, social proof, reinforcement are how we've managed to grow the show and always asking at the peak time of customer excitement, satisfaction right after you just had a great conversation. Get them excited for when the podcast comes out. Build report. This is how you build and maintain a relationship from a podcast and how to make it actually benefit your business. I'll talk more in future walkthroughs about how to make it more effective on boarding things with smaller details because there's so much that goes into this, but for now that is how I build and maintain a podcast and the whole podcast guesting experience that goes into building a quarter million dollar agency. Cheers again. My name is Andy. Make sure you subscribe and I'll see you next