Client: Open Elms
Industry: Education Technology (LMS & AI Learning Creation)
Services: Podcast Launch, Strategic Guest Sourcing, SDR Training, Content Repurposing, Roundtable Orchestration

Executive Summary

Open Elms, a UK-based EdTech company with over 20 years of experience, faced a common B2B challenge: heavy reliance on government tenders (RFPs) and no consistent commercial outbound engine. Having been "burnt" by previous agencies promising unrealistic lead generation, they partnered with Inonda to build a sales-led, community-driven ecosystem.

Inonda launched the Authentic Voices podcast, sourcing senior decision-makers from global enterprises as guests. This strategy turned cold outreach into warm relationships, delivering 10 podcast episodes, 100,000+ impressions, 313 qualified leads, and a 45% increase in direct opportunities over 6 months. The campaign also resulted in a high-profile roundtable with 119+ registrations from organizations including Microsoft, GoDaddy, and the US Army, alongside successfully converting podcast guests into active sales pipeline.

The Challenge: Breaking the RFP Dependency

Despite having a robust product suite, including a comprehensive Learning Management System (LMS) and an AI authoring tool. Open Elms struggled with commercial outbound sales. Their revenue relied heavily on inbound government tenders, a reliable but limiting channel.

The company attempted to diversify through trade shows and external lead generation agencies but was left frustrated. Andrew Howie, Director of Partnerships, described the company as "battle-worn" and skeptical due to previous partners who promised high-quality meetings but delivered empty promises and leads that didn't convert.

They needed a way to build credibility and trust with high-level Learning & Development (L&D) directors without the aggressive hard sell that had previously failed.

The Solution: Podcast & Pipeline Strategy

Inonda introduced a strategy focused on "Authentic Voices." Instead of cold pitching the LMS, Inonda positioned Open Elms as a thought leader hosting a podcast on the future of learning and technology. This approach allowed Open Elms to engage senior prospects as guests rather than targets.

1. Strategic Guest Sourcing & Outreach

Inonda took over the heavy lifting of identifying and contacting high-caliber L&D leaders. The goal was to secure guests from large organizations who fit Open Elms' ideal customer profile.

• Targeting: Inonda targeted senior decision-makers at key accounts, successfully booking guests from Vanguard, Bayer, and Wix.

• The Hook: Positioned Andrew Howie as a sponsor running a series on leadership and AI transformation, inviting prospects to share their expertise rather than sit for a sales demo.

2. Podcast Production & Content Repurposing

Inonda managed the technical setup, hosted the recording sessions, and handled post-production.

• Asset Creation: Each long-form interview was repurposed into short-form video clips for social media, LinkedIn carousels, and articles to maximize reach.

• Result: This provided Open Elms with tangible assets that established them as credible voices in the market, moving beyond a simple feature-benefit sales pitch.

3. SDR Training & Process Building

Recognizing that Open Elms was building its internal sales function with a new hire, Inonda provided mentorship and frameworks.

• Guidance: Inonda helped train the SDR on how to nurture these relationships, use LinkedIn effectively, and transition conversations from "podcast guest" to "business opportunity."

• Integration: Inonda worked to integrate their outreach data directly into Open Elms' custom CRM and HubSpot to ensure data enrichment and proper tracking.

The Conversion Event: The Roundtable

To monetize the attention generated by the podcast, Inonda orchestrated a conversion event, a digital roundtable.

• The Strategy: Leverage the credibility of the podcast guests to attract a wider audience of peers.

• The Result: The roundtable generated 119+ interested registrants, capturing attention from massive entities including Microsoft, GoDaddy, and the US Army.

• Pipeline Generation: This event moved the relationship with podcast guests and viewers from "content viewers" to active "sales pipeline."

The Results

Quantifiable Impact

Over 6 months, the podcast-led strategy delivered:

• 10 podcast episodes launched with senior decision-makers from target accounts

• 100,000+ impressions across content channels

• 313 qualified leads generated

• 45% increase in direct opportunities

1. From Skepticism to Trust

The most critical qualitative result was overcoming Open Elms' historical skepticism. Andrew Howie noted that Inonda "delivered on what they promised"—a rarity in their experience with agencies.

2. High-Value Pipeline Construction

By turning guests into sales opportunities, Inonda helped Open Elms engage with massive commercial accounts that were previously out of reach through standard outbound methods.

• Key Accounts Engaged: Vanguard, Bayer, Wix, and GoDaddy

• Pipeline Velocity: The "podcast and pipeline" approach allowed Open Elms to bypass the initial trust barrier, accelerating the relationship-building process.

3. Organizational Transformation

The partnership shifted Open Elms' internal culture regarding marketing. They moved from a "sales, sales, sales" mindset to building authentic authority.

"The work we've done with Inonda has definitely adapted how we move forward... It's not just sales... it's doing that with credibility... giving you a little bit more of an authentic, credible voice in the marketplace."
— Andrew Howie, Director of Partnerships

Client Testimonial

"Hesitations and concerns with working with agencies would probably be lined up alongside the historical problems we've had with companies who come on board, who promise to do X, Y and Z... One thing I appreciated more than anything is that I don't want any BS. I don't want any empty promises... Thankfully the guys at Inonda understood the philosophy... and delivered accordingly.

We got the podcasts, we got the short little videos, the sound bites, the articles, all of those things that generate something that we can build on... giving you a little bit more of an authentic, credible voice in the marketplace."

— Andrew Howie, Director of Partnerships, Open Elms