Gorgias: Launching the Behind the Inbox Podcast
Role: Creator, host, and campaign owner, from the initial pitch through launch
Partners: Podcast studio, Product Marketing, Demand Gen, Web, Agencies, customer guests
Timeline: Jan 2026 - Present
Results
3 episodes with enterprise brands: Delta Galil, Glamnetic, Dr. Bronner's, and TUSHY
5,500+ plays of the on-site trailer, with a 77% play rate
5x click rate on the customer newsletter built around each episode
The challenge
Our customers had great stories, but a written case study only captured a small part of them. I wanted to give them a platform to share those stories in their own words, help other CX leaders learn from peers who face the same problems, and bring some humanity back into a conversation that's increasingly all about AI. Behind the Inbox is a customer podcast. In each episode, I interview a CX leader from one of Gorgias's customers about how their team works.
What I did
Planned it: researched studios, priced out budget options per episode, negotiated production costs, and wrote the podcast strategy.
Booked and interviewed guests: ran kickoff calls with each brand to learn their goals, how they use Gorgias, and what they wanted to get out of the episode, then hosted the interviews.
Produced it: wrote production briefs, worked with the studio crews, and recorded on location, including shoots in Los Angeles, New York City, and London, England.
Launched it: timed the launch with the AI Agent 3.0 release, got it featured on the launch page, and worked with Web to build a podcast hub on the website.
Enabled Sales and CX: added each episode to our customer content database and built key clips and quotes into Sales and CX slide decks. Because the database feeds our internal AI tool, reps and CSMs can find the right episode just by asking in Slack, and send real customer conversations to prospects and accounts facing the same challenges.
Repurposed it: cut each episode into YouTube Shorts and social clips for Gorgias's channels, my own, and our guests to share. Cross-posted each episode to Spotify, Apple Podcasts, and YouTube Podcasts to maximize reach.
Relaunched our newsletter around customers: our content newsletter's performance was declining, so I turned it into The CX Edit, a customer newsletter built around a deep dive on each podcast episode. Click rate rose more than 5x (0.43% to 2.42%), and click-to-open rate went from 1.59% to 9.24%.
What I learned
Email brought in the most listeners, and placing episodes on high-traffic pages worked better than waiting for people to find them organically on podcast apps. It's also already shown up in deals within three months, even though it was built for awareness. For future episodes, I'm focusing on increasing impressions by partnering closely with Demand Gen and Web teams.
