If you’d told me a year ago that Intelligent Demand would be launching a podcast, I might have thought you were crazy. Starting the Growth Driver show felt like an ambitious leap—one that I wasn’t sure we were ready for. But here we are, with Season 1 behind us, 17 incredible episodes aired, and Season 2 already in the works. I thought you might like an honest peek into the process.
Why We Started Growth Driver
We didn’t dive into this just to tick a box or because podcasts are trendy. We saw a gap—a real need for a space where B2B growth leaders could come together to have the kind of deep, unfiltered conversations that just aren’t openly happening elsewhere. We’re already having these discussions with our clients and partners daily, but we realized that these insights could genuinely help other B2B leaders who are grappling with the same challenges.
But it’s not just about sharing knowledge. We wanted to build something more—a community of like-minded individuals who are tired of the same old tactics and ready to redefine what B2B growth looks like today. It’s about relationship-building that transcends the usual transactional nature of business. We’re connecting with people on a human level, something that feels increasingly rare in our digital-first world.
Facing My Doubts Head-On
I’ll be honest—launching Growth Driver was daunting. Imposter syndrome hit hard: “Do I really have anything valuable to say?” “What if no one listens?” The fear of coming across as self-promotional or, worse, failing spectacularly, in a very public way, made me look for every reason not to do this.
But here’s what I learned: amazing things happen when you step out of your comfort zone. By embracing the uncertainty and just going for it, we’ve created something that is resonating with our audience of B2B growth leaders, but also is also energizing the entire ID team. We’re total geeks about B2B growth strategy, tactics, technology, trends, better practices, and the people who make it happen. And it turns out, we’re not alone.
Lessons Learned from Season 1
Looking back on Season 1, several things stand out to me:
- Success is in The Long Game: Success isn’t about instant gratification. For us, Growth Driver is about creating meaningful content that slowly but surely makes an impact by giving your audience real value and new ways to connect. Building something worthwhile takes time. The slow and steady approach has been rewarding in ways I didn’t expect.
- Be Yourself: Hosting a show is a trip. It makes you look in the mirror (awkwardly, uncomfortably), and makes you ask: “Is that how I actually look, sound, act, talk, laugh, etc??” Yep. It is. And then you get over yourself. 🙂 If you’re actually passionate about the topic, you stop worrying about “the red recording light” and just do the work of connecting with people authentically.
- It’s Real Work, and Teamwork Makes It Happen: We decided early on to be deeply intentional with Growth Driver. It not being an afterthought is a lot of work. I couldn’t have done this alone. Our team’s creativity, dedication, and hard work have been the backbone of this show. A HUGE shoutout to the Growth Driver team and so many folks across Intelligent Demand who make this show come together. Take a bow!!
- Integration is Key: Growth Driver isn’t a standalone effort. It’s a core part of our broader growth and brand strategy. We’re always learning how to weave it into everything we do at Intelligent Demand. One thing I’m seeing that is super fascinating to me is how Growth Driver is a kind of “living laboratory” for the emerging trends, needs, and better practices that our prospects and clients crave. Growth Driver isn’t just feeding our audience, it’s feeding us too.
- You Have to Commit: Starting a podcast isn’t worth it if you’re not passionate about the topics and problems your audience cares deeply about, or if you have a short-term point of view. You can’t quit after 6 months, it has to stay a priority.
- It’s Fun–For Real: Despite all the work, or maybe because of it, hosting this podcast has been genuinely enjoyable. It’s a chance to explore big ideas, learn from other industry experts, and just connect through great conversations. If you enjoy learning “out in the open,” I bet you’ll enjoy doing something like this too.
Looking Ahead to Season 2
We’re thrilled about what’s coming next. Season 2 is shaping up to be even more exciting, with more amazing guests and deeper dives into the topics that matter most to B2B growth leaders. I’m especially excited about the new “Expert Deep Dives” segment, where Aaron Owens, our Head of Growth Consulting, will be getting into the nitty-gritty with real-deal experts across all areas of modern B2B revenue growth.
You can count on:
- Practitioner conversations that go beyond theory.
- In-depth analysis of current trends, benchmarks, and emerging best practices.
- Practical advice, templates, and case studies you can apply immediately.
- Opportunities to engage with our growing community, both online and at special events, exclusively for Growth Driver listeners.
And this is just the beginning. We’ve got episodes lined up on everything from modern approaches to growth analytics and funnel reporting, to the latest in AI applications for B2B marketing.
Join our community
Your support and feedback mean the world to us, and I can’t wait to share what’s next. If there’s a topic or guest you’d like to see, don’t hesitate to drop me a line. And if you haven’t yet, be sure to subscribe to Growth Driver on your favorite podcast platform, follow us on social media, and join our community as we work to redefine what B2B growth looks like today.
Let’s keep growing together.
See you soon on Season 2,
John Common
Host, Growth Driver
Founder & CEO, Intelligent Demand
P.S. Your trust and time are incredibly valuable to us, and we don’t take that lightly. Thank you for being part of this journey.