Mike Maynard
Shorten Sales Cycles and Create Ongoing Marketing Assets
About the Client
Mike Maynard is the CEO and Managing Director of the Napier Group, a $7M PR and marketing agency for B2B technology companies. Mike specializes in increasing the speed prospects travel through clients’ sales and marketing funnels, generating opportunities more quickly, building integrated campaigns that focus on the important tactics, whether clients need to increase awareness, generate leads or engage contacts to create opportunities.
Goals
Mike partnered with Interview Connections to increase visibility and brand credibility in niche B2B tech sectors while reaching multiple stakeholders involved in long enterprise sales cycles. His goals also included improving SEO performance without the heavy investment of traditional campaigns and generating compelling sales and marketing content to support and accelerate the buying journey.
Strategy
Interview Connections booked Mike on carefully selected B2B and marketing-focused podcasts that resonated with his industry and audience. Rather than relying solely on lead generation, Mike and his team took a holistic, strategic approach:
- Used podcast interviews throughout the sales process by sending links tailored to each prospect’s interests e.g., ESG topics, account-based marketing.
- Treated each podcast appearance as content marketing and thought leadership, not just exposure.
- Integrated podcast guesting into their SEO strategy to earn high-authority backlinks and boost search rankings.
- Focused on credibility-building, knowing that in enterprise sales, perception and trust are just as important as direct response.
Results
Through consistent podcast guesting with Interview Connections, Mike and Napier Group turned each appearance into a high-ROI marketing tool. Podcasts boosted SEO with valuable backlinks, drove more website inquiries, and helped close business, all without expensive traditional campaigns. Episodes also gave Mike access to multiple stakeholders across enterprise sales cycles, from junior marketers to CMOs, and were repurposed as sales content to reinforce key messaging. By positioning him as a trusted industry leader, podcast guesting not only built credibility but also shortened complex sales cycles and created ongoing marketing assets that continue to amplify Napier Group’s reach.
