Giving customers the spotlight
PTC came to us with a podcast that wasn't working. It was a remote interview show that wasn't cutting through in a buddy B2B podcast space. The brief was to relaunch it as something that showcased the groundbreaking engineering behind PTC's design software, for a global audience who'd rather hear from the people using it than the people selling it. It became an award-winning - immersive - must-listen, exploring some of the most cutting-edge technology being built for tomorrow.
Strategy
Production
Podcast Management
Amplification
Video
British Podcast Awards 2023, 2024 & 2025
LinkedIn newsletter subscribers, a community that didn't exist before the show
Downloads from a global audience, season after season
Letting PTC's customers do the talking
PTC builds design software for some of the world's most recognisable companies. The instinct with a podcast like that is to talk about the solution. We did the opposite. We worked closely with PTC to understand their business and how they work with their customers, then built a format around the people actually using the technology: engineers, designers and manufacturers.
It meant the show could go everywhere the work happens. Like getting exclusive access behind the scenes of NASA's Artemis programme, giving the listener a tour of the launch pad and the iconic Vehicle Assembly Building to hear how digital transformation is helping to send humans back to the moon.
A podcast that built its own newsletter
One recording was never going to be enough. Alongside PTC, we built The Third Angle newsletter on LinkedIn, now read by more than 70,000 people, with every episode getting its own edition packed with content and trackable links. It drives listeners back to the podcast and gives PTC visibility on exactly who's tuning in. Add a managed paid media budget across the UK and US, podcast platform features, and spots in the newsletters the right people already read, and the show keeps finding new ears long after the mic stops recording.
Getting value from video
As video podcasts have grown, we've grown with them - without losing sight of what makes the show work. The Third Angle is still built to be heard, but we launched something new: The Third Angle: In Conversation, a sub-series that sends the crew on location for a sit-down deep dive. Host Paul Haimes goes face-to-face with the people at the sharp end of engineering and digital transformation across PTC's global customer base.
It gives PTC a presence on YouTube, valuable video content to share right across the business, and something their customers are proud to be part of and share.
A platform that grew
The success of this podcast isn't by chance. It's happened because the show keeps getting better, and because PTC trusted us to run the whole engine, from the studio to the LinkedIn feed. Along the way it became an Apple Podcasts favourite, featured across New & Noteworthy and the platform's careers and technology editorial picks. Showcasing some of the best engineering in the world, demonstrated in a format that immerses the listener behind the scenes.
Over the last 18 months, The Third Angle podcast has become a powerful platform for PTC to celebrate and showcase our customers. Rather than focusing on the features of PTC's solutions, the podcast allows our customers to share their own stories, showcasing the innovative work. PTC are a 'customer-first' company and The Third Angle helps us to nurture customer relationships by making them feel valued by giving them the spotlight they deserve.
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The best brands aren’t waiting for podcasting to settle down. They’re building shows that compound — episode after episode, season after season. If that sounds like the company you want to keep, let’s talk.
