Q&A with Jen Papineau: How Podcasting Drives Real Results

As a strategic communications partner, there’s nothing better than a client who wants to think big with a new program. Well, perhaps one thing: when the results are even bigger. That’s been the case with ASG Technologies’ podcast, Digital: Disrupted. V2 had the pleasure of partnering with ASG in conceptualizing, producing and promoting its flagship podcast alongside ASG’s Director of Corporate Marketing, Jen Papineau. We caught up with Jen to discuss what fueled the early success of Digital: Disrupted and how the podcast is already delivering value to ASG.

V2: What inspired you to start a podcast for ASG?

JP: Early in the pandemic, people were starting to engage and listen to content in different ways. However, at a certain point, there’s only so much content available in their preferred channels. Personally, and professionally, I started listening to podcasts and saw an informal trend of people engaging more with this medium. With more research, I believed podcasting could be an interesting way for ASG to share thought leadership, new voices and new content. That’s why we’re the sponsor of the podcast – so we can cover topics beyond features and functionality.

As I mapped out the idea for ASG’s podcast, I knew the project couldn’t rest on my shoulders or the shoulders of my team. We wanted to step outside the ASG focus and bring in outside perspectives – so of course, my first thought was V2. We had the idea, but we needed to start executing, find influencers and build out the program, and we knew it would be a true partnership.

V2: What are the benefits of podcasting with a partner?

JP: Two heads are better than one, and four heads are better than two. The V2 team brings a very different perspective and scope, and by combining their expertise with my mine and Paul Muller, our host, we are bringing the best of all worlds together. We always have fresh ideas and keep expanding the podcast into new areas. The phenomenal product we’ve achieved couldn’t have come from just one person.

V2: What is your favorite part about running a podcast for ASG?

JP: I love the limitless opportunity to share fascinating stories and thought leadership. We aren’t locked into talking about a specific product. It’s fascinating – and fun! I get the privilege of finding really smart, really interesting people, record our conversations and bring their stories to life. Unsurprisingly, we are getting amazing feedback from our listeners. Internally and externally, they genuinely love the content.

V2: What results have you seen from the podcast so far?

JP: Whenever we release a new episode of the podcast, we see a corresponding spike in traffic on the ASG website – thousands of page views, in fact. Listeners go to the podcast webpage to listen to the episode, but they keep coming back. So far, we’ve had 12,000 pageviews on the podcast webpage and an increase in social media activity. It’s amazing, because it means listeners are getting introduced to ASG, and we’re creating great awareness. Even industry peers and analysts outside of the ASG family have been listening to the podcast and reach out saying they want to participate.

Again, it’s all about partnership. This group, V2 and ASG, created something amazing. We’re very proud.


October 20, 2020


By Jordan Stanley


Client Success