Scaling Thought Leadership Through the "Hard Calls"
How Pendo established thought leadership in product management through strategic podcast development, reaching audiences across 23+ countries and achieving top-tier industry rankings.
The Challenge
Pendo needed to establish their Chief Product Officer as a thought leader in the product management space while positioning the company as the definitive voice on software experiences. The challenge was twofold: create engaging content that resonates with experienced product leaders facing high-stakes decisions, and build an AI-focused show that provides practical, actionable guidance for product managers navigating rapid technological change.
The product management podcast landscape was already crowded with established voices. To break through, Pendo needed to deliver authentic, substantive content that addressed real-world challenges while building an engaged, loyal audience from scratch.
The Strategic Approach
Walk West deployed its Content Studio and Strategy teams to build a comprehensive production ecosystem. We didn't just record audio; we created a multi-channel storytelling engine designed to be Seen, Heard, and Cited. Walk West developed and executed a comprehensive dual-podcast strategy, creating two complementary shows that served different audience needs while reinforcing Pendo’s market position.
Hard Calls: Leadership & Decision-Making
Full-Service Production
Each episode featured candid conversations with product leaders about high-stakes decisions, conflicting priorities, and the real pressures of leading product teams.
The Vibe PM: AI-Powered Product Management
Targeted AI Focus
A complementary show providing practical guidance on leveraging AI in product management workflows. With concise, actionable episodes, The Vibe PM addressed the immediate needs of PMs seeking to integrate AI tools into their daily work. It became a visual podcast that included tutorials and demos for leaders and product owners to learn to maximize AI.
Multi-Platform Distribution
Both podcasts were distributed across Spotify, YouTube, LinkedIn and Wistia, with platform-specific optimization to maximize reach and engagement across diverse listener preferences.
The Result
Hard Calls Performance
Hard Calls achieved remarkable success in its debut year, demonstrating strong product-market fit and organic growth:
Industry Recognition
The show hit Apple Podcasts top 100 in Business/Management within one week of launch and earned recognition from Listen Notes as a top 10% podcast globally out of 3.6+ million podcasts.
Listener Engagement
The show reached audiences in 21 countries and earned top-10 status among fans most-listened shows in Spotify Wrapped 2025.
Visibility Increase
Youtube views saw over 5x increase from Q225-Q325. Youtube subscribers grew 112% from Q225 to Q325.
The Vibe PM Performance
The Vibe PM demonstrated exceptional early traction, validating the demand for AI-focused product management content:
Rapid Growth
It reached audiences in 23 countries and became one of Spotify's most-shared shows, earning top-10 listener status in its first year.
Strong Conversion Metrics
A 30-day snapshot revealed 581 listeners with a 22.7% discovery-to-engagement conversion rate and 48.5% engagement-to-consumption rate; clear signals of content resonance. With 77% of impressions coming from search, the show demonstrated strong organic discoverability.
The Impact
Pendo’s dual-podcast strategy successfully established the company as a thought leader in both product management and AI adoption. The shows proved content-market fit through organic growth, strong engagement metrics, and word-of-mouth sharing, validating that the content resonates with its target audience.
Both podcasts achieved competitive positioning within their respective categories, with Hard Calls ranking among established PM podcasts and The Vibe PM entering the AI podcast landscape with strong performance. The foundation built through quality content and authentic conversations positioned both shows for scalable growth through strategic promotion and media investment.
Most importantly, Pendo demonstrated that podcast content can serve dual purposes: establishing executive thought leadership while providing genuine value to the product management community. The combination of strategic leadership insights and practical AI guidance created a comprehensive content ecosystem that serves product leaders at every stage of their journey.
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