Tom Froggatt on the Power of Podcasting: How He Added Up To £1.2M in Revenue
Peter O'Donoghue
Business Development Expert
In this episode, we talk with Tom Froggatt from Singular Biotech, a pioneer in using podcasting as a growth engine for his consulting business.
Tom shares how the 'Careers in Discovery' podcast has generated substantial revenue for Singular Biotech, a consulting firm focused on biotech companies.
Show Notes
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Building a Business Through Podcasting: Tom Froggatt's Journey
Tom Froggatt's journey with Singular Biotech demonstrates something most consultants overlook: a podcast isn't just content marketing — it's a relationship-building machine.
The Numbers Speak
The 'Careers in Discovery' podcast has directly contributed up to £1.2 million in revenue. Not through sponsorships — but through the relationships built during interviews and the authority established through consistent content.
Why Podcasting Works for Consultants
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People who won't take a sales call will happily accept a podcast interview invitation.
When you invite someone onto your podcast, you're:
The Relationship Flywheel
- Interview a potential client — Build a genuine relationship
- Publish the episode — Demonstrate your expertise to your network
- Share the content — Stay top of mind with your target audience
- Guest shares their episode — Reach their network too
- Follow up naturally — The conversation continues beyond the recording
Targeting the Right Audience
Tom was intentional about who he invited onto the podcast. Rather than chasing big names for download numbers, he focused on people who were decision-makers in his target market and could potentially become clients or referral partners.
Consistency is Everything
Consistency beats perfection every time. Regular publishing builds trust and keeps you top of mind. This consistency positioned Singular Biotech as the go-to voice in their niche.
Overcoming the Fear of Starting
Tom's advice? Just start. The first episodes won't be perfect, and that's fine. What matters is the conversations you have and the relationships you build.
Getting Started: A Practical Framework
- Define your niche: Who do you want to reach? What topics matter to them?
- Keep it simple: Start with basic equipment and improve over time
- Be consistent: Set a schedule and stick to it
- Focus on relationships: The best episodes come from genuine curiosity
- Repurpose content: Turn episodes into blog posts, social media content, and newsletters
The key insight: podcasting isn't about broadcasting to the masses. It's about having meaningful conversations with the right people.
This connects with being present in your marketplace and building a consulting marketing system. Get in touch to explore how content and proactive BD can work together.
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