Mike Richards discusses how the podcast attracted global clients and led to live events across multiple countries. The show grew the company's reach among treasury professionals worldwide, with expansion opportunities emerging directly from listener engagement.
How important has the podcast been to the business? Incredible run. Has it? Yeah. Have you got any sort of figures?
What difference has the podcast made to our business? One of the practical examples I would give, I was approached by a global multinational corporate called by a guy who didn't really know treasury, didn't really know us, but he called me from America and he said, you're the treasury recruitment guys, right? And I was like, yeah. He said, I've listened to your podcast. Great, fantastic. I hope you enjoyed it. You said, no, we need to recruit a Treasury team in the Middle east and you're the guys that can do this. I was like, yeah, that's what we do. And next thing I know, we're into a contract that gave us during lockdown and became a global multinational client for the company. Continues to be a client company that came directly as a result of the podcast. And I've had a similar series of experiences on a personal level. The podcast has taken me around the world, but two in two ways. Firstly, I was approached in the Nordics. There was a Nordic company who were running lots of conferences and they heard some of my sessions that I'd done with some treasurers in Finland and Norway, and they said, these guys, could you actually come along and speak at our conference and interview some of these guys live on stage? Yeah, they flew me out there. Amazing. Got that through the podcast. And then I've also, at a later stage, I enjoyed talking to treasurer so much. I thought, why can't we convert this? We made this into a live event. So we do Treasury Career Corner Live. We do it twice a year in the uk, but I've also done it in the us. I've done Luxembourg, done across Europe. So where I interview two or three treasurers live on stage came as direct result of doing the podcast. And we converted that. I sat there with them, we record it. It becomes actually some of our podcasts that we do now. Oh, Treasure Group on a live episode. We recently did one in London. One into three treasurers about their careers in front of a live studio audience of 130 people. It was incredible. And they got that all from the podcast.
