Booking SaaS Startup Founders on Podcasts

Scaling SaaS with Podcast Guest Interviews

Estes Headshot

By Ryan Estes

Ryan shares how Kitcaster helps book SaaS startup founders on podcasts and the benefits of doing so. He discusses creating evergreen marketing assets through podcasting.

Scaling SaaS Operations links:

“It's important to remind people that the world is a beautiful place and that we're going to create something amazing together.”

SaaS Marketing - Booking Founders on Top Podcasts

“A Conversation With Ryan Estes, Co-founder at Kitcaster” Scaling SaaS Operations

In this episode of “Scaling SaaS Operations,” Ryan Estes speaks with host Kristine Esparza. Estes discusses how Kitcaster arranges interviews for a podcast with a listener. Kitcaster arranges podcast interviews with venture-backed start-up founders, entrepreneurs who have successfully left their enterprises, and C-level executives. In addition, how this service assists SaaS entrepreneurs and industry professionals who share their experiences, tactics, and insights to establish a customer-centric, high-growth business.

In This Episode, You Will Learn:

  • How Kitcaster arranges interviews for a podcast with an audience.
  • SaaS sales secrets for startup founders.
  • How the fastest growing saas startups scale marketing efforts.
  • What services Kitcaster provides to SaaS startup founders, entrepreneurs with exits and C-suite execs.
  • What you can learn from the guests who are interviewed on the show.
  • How do startup founders get rich? 😉


Kristine Esparza: So could you maybe talk about how you’ve seen or how you can leverage podcasting not just to generate leads but also build up a good user base?

Ryan Estes: That’s a great question; when to kind of tee that up, I should add that Kitcaster. We book entrepreneurs on the top podcast; almost all of our clients are funded startup founders, entrepreneurs with exits, or C suite execs; we work with B2B SaaS companies every day. So kind of where we start, you know, how can you take advantage of podcasts interviews? It’s going to depend on the outcomes you’re looking for. So, if you’re validating ideas, great. There are opportunities there. If you’re finding traction, if you’re scaling, wherever you are, in your journey, podcasts can be there to help you. Some of those outcomes might be prospects; of course, everyone’s looking for customers. It might be recruiting. Everybody needs, not everybody, but many people; many of our clients are looking for engineers and hiring. So you could go on podcast interviews to find those applicants, brand exposure, just kind of top of the funnel, word of mouth is great with podcasting, the content itself, networking with podcast hosts, so depending on the outcomes they’re looking for, we can kind of tailor a podcast interview campaign to meet those needs.

Kristine Esparza: What are your lessons learned? I know you started Kitcaster. So you’re kind of like a startup founder yourself. What would be some of the lessons learned, one or two, that you would share with a new startup founder? Because as there’s just a lot going on with startups in general, what would you share?

Ryan Estes: Kitcaster, probably, you know, I don’t know, my 10th or 11th startup. Got a lot of losses? Well, no. So we learn, right? Absolutely. And you get used to failing faster. You know, it’s kind of almost like a cliche to fail fast. But it is sound advice. And maybe before that, if you’re a new founder, especially if you’re a new SaaS founder, there’s a lot of hype around entrepreneurship. And I think people will wrap their identities around that of the entrepreneur guy; the dangerous thing about that is that it doesn’t inoculate you for the failures that will come. If you can identify as an entrepreneur, it’s great because it’s broad and means you’re on a journey. But if you’re the guy who does the Fang, or the gal that sells the Fang, and that thing isn’t working, then it’s hard, emotionally, to separate, like this thing isn’t working too, I’m not working. I’ve done that personally and spent 10s of 1000s of dollars just draining it down the tube that I knew wouldn’t work. And even more importantly, months, sometimes years of work on something I knew wasn’t going to work. But I was so emotionally engaged with it that I felt like if it didn’t work, then I wasn’t a value that I wasn’t working. Okay, it’s tough to separate those two; it may be impossible without some catastrophic loss. There’s something about getting older when the weight of the world is crushed. Your dreams a couple of times inoculate you for further pain so as not to discourage anybody. Younger folks that are getting into it, if you can keep a differentiation between the project and the product and behave like a scientist, would you have a hypothesis, this is going to work, what you learn by it not working is just as valuable as what is working, if not more valuable.

“We're looking for listeners; you're looking for eyeballs.”

Ryan Estes: If you really care, you’ve got to say it.

Lets say you’re a B2B SaaS startup founder; you didn’t start this business to be a flat blue logo, that’s subtly different than your competitor’s flat blue logo.

You care, put that out there!

People need that right now – they are spooked, the last two years have been horrible. To the point where it’s like,is it okay to feel good, yet?”

The fact that some of us ask that question means that we’re not expressing the vision of the future that we want.

Yes, it’s okay to feel good.

And getting good at articulating how great it (the future) is  going to be is the only way you can create that reality – you got to have the vision first.

I see, particularly with SaaS founders, competition is fierce. They’ve got an investment that they’re responsible for. They have customers with bugs and, and needs and issues and they are always chasing shiny things. So it’s always tough.

But finding clarity is going to keep you balanced a bit while we’re facing these challenges. Podcast interviews give you that clarity. 


Additional Topics Discussed:

  • How can Kitcaster help start SaaS startup founders?
  • B2B SaaS companies that need to be innovating are beneficial outside of podcasts.
  • Lessons i learned when working with the nations top startup founders.
  • Build it – talk about it. 


Kristine Esparza graduated with honors from DePaul University with a B.A. in Psychology and a Minor in Spanish. After working as a medical interpreter for patients who spoke Spanish and Polish at an academic medical institution, she pursued a technical degree, earning an M.S. in eCommerce Technology. The dot-com bubble stoked her enthusiasm for technology, and she has followed it ever since. She has a lifelong fascination with the use of technology and systematic approaches to people and process improvement. She has also worked in various areas, including eCommerce, financial technology, and healthcare information technology. Because of her previous work experience with startups and her ability to contribute to the success of their scaling processes, she is inspired to continue to grow her leadership, process development, and improvement abilities.

Ryan Estes is a co-founder of Kitcaster. Kitcaster products are validated and scaled by him. For the past ten years, he has been the owner of a media and marketing agency. For eight of those years, he was the host of the Talklaunch podcast. He has recorded more than 300 interviews, received more than a quarter-million downloads, and is consistently rated in the “Top 100” podcasts on iTunes.

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“It’s a lot easier to talk to somebody if they have a sympathetic interest.”

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How does Kitcaster assist SaaS startup founders in leveraging podcasts?

Kitcaster specializes in booking SaaS startup founders, entrepreneurs with successful exits, and C-level executives on top podcasts. This service helps these professionals share their experiences and insights, aiding in establishing customer-centric, high-growth businesses. The aim is to use podcasts not just for lead generation but also for networking, idea validation, recruitment, and increasing brand exposure.

What are the benefits of podcast interviews for SaaS startups?

Podcast interviews can be incredibly beneficial for SaaS startups by providing a platform for validation of ideas, scaling marketing efforts, and recruitment. They also offer significant opportunities for brand exposure and top-of-the-funnel marketing through word-of-mouth. Additionally, these interviews can be a great way to network with influential podcast hosts and their audiences.

How can SaaS startups create a strong market presence despite fierce competition?

Kitcaster suggests, SaaS startups facing intense competition, focus on clear communication of their unique vision and the value they provide. Articulating a compelling future and distinguishing their services from competitors are crucial for attracting and retaining customers. Podcast interviews can serve as a platform to clearly express and share their vision, thereby establishing a strong market presence. 


How can podcast interviews work for you?