Most podcasts
sell reach.
This one sells
credibility.
PartnerCast is not advertising space. It is an independent conversation, produced to Signal's editorial standard, that you keep using long after the recording has finished.
This is the commercial case for PartnerCast, written for the people who buy it. It is published rather than sent quietly, because a community built on trust cannot have one set of words for partners and another for everyone else.
If you are here as a member of the community rather than a prospective partner, read it anyway. You will find that what we sell is a conversation and what we refuse to sell is you.
Most sponsored content is judged by how many people watched it.
We think the more important question is what those people thought after they watched it.
Your ideas are examined by security professionals making real decisions on the front line today, not by presenters reading prepared questions. That is why the discussion goes somewhere, and it is why the people listening recognise it as genuine within about ninety seconds.
A download is an event. It happens once, it is counted once, and by the end of the quarter it is a line in a report that nobody reads. Credibility works the other way round. It accrues. The person who heard you explain a problem properly still remembers that eighteen months later, when they are the one making the decision.
So PartnerCast is not built to maximise plays in the fortnight after publication. It is built to be the thing you send someone in two years' time when they ask whether you actually understand their situation.
Downloads become old. Trust compounds.
Trust cannot be claimed. It has to be demonstrated.
An asset you own, not a slot you rent.
The recording does not stop working when the campaign does. It is an independent conversation, carrying Signal's editorial standard, that becomes yours to use across your own sales, marketing and customer relationships.
PartnerCast does not help you tell people you are credible. It gives you the opportunity to demonstrate it.
What that is worth commercially.
Nobody buys credibility for its own sake. What you are buying is a better way to start sales conversations, an asset that helps a future customer trust you before the first meeting, and something that keeps working long after recording day.
- Shared before first meetingsThe prospect arrives having already heard you work through their problem for an hour. That is a different conversation from the one that starts cold.
- Sent to prospects who want to understand your thinkingThe ones doing real diligence ask what you actually believe. This answers that better than a deck, because you did not control the questions.
- Used inside existing customersYour champion needs to explain you to a colleague who has never met you. Give them something they can forward instead of something they have to paraphrase.
- Included in proposals and follow-upA link that carries an independent third party's editorial standard, rather than another attachment written by your marketing team.
- Still working in a yearIt does not expire, and it accrues. Every time somebody sends it to somebody else, it is doing the same job again at no further cost.
The reason a PartnerCast is useful is precisely because Signal did not let you control the conversation. You did not write the questions, and everyone can tell. An independent conversation is worth something to a sceptical buyer. A video you produced yourself is not. That is the whole trade, and it is why the editorial rules are not negotiable: the moment they were, the asset would stop being worth having.
The audience is a consequence of the trust, not the thing being sold.
Signal Vox reaches CISOs, security and risk leaders, engineering leadership and practitioners, across organisations from charities and public bodies through to global enterprises. They listen because nobody has ever sold to them here. That is the only reason the audience exists, and it is why we protect it rather than sell access to it.
The figures above describe what Signal has produced, because those are verifiable. We do not quote download counts or audience reach, and not only because a number nobody can check is worth nothing to you. It is because reach is the wrong measure of this. If we sold you on an audience figure, we would be selling you advertising, and advertising is the thing this community has already stopped listening to. Judge it on the conversations instead. They are all published in full, and you can form your own view before committing to anything.
Judge it on the work.
Every Signal conversation is published in full, free and unedited. Before you decide anything, go and listen to one. It is a better test than any document.
Production, publication and the conversation itself.
- A pre-production conversationWe work out together which problem is worth an hour. If we cannot find one that would be useful to someone who never becomes a customer, we say so and stop there.
- Questions written by SignalTo the same editorial standard as Vox. You will not see them in advance, for the same reason no Vox guest does. That is what makes the conversation worth listening to.
- A professionally produced recordingLong form, unhurried, recorded to the same specification as every Signal conversation. Edited for clarity only.
- Your approval before publicationNothing goes out without your sign-off. You are confirming you are content with what you said, not approving the questions.
- Publication on the Signal Vox channelPublished in full, free, and clearly labelled as partner supported. It stays available permanently.
- A permanent home in the catalogueYour episode sits on the PartnerCast page alongside every other, linked from Signal Vox and the partners page. One destination that does not expire.
- The right to use it, indefinitelyThe full recording and all approved clips are yours to use across your website, social channels, sales, marketing, proposals, customer conversations and presentations, for as long as you want them. No expiry, no campaign window, no renewal. Set out in full in the PartnerCast Licence, which is published rather than sent privately.
- Two conditions, both of which protect your assetAttribution stays attached, and clips are not edited in a way that changes meaning. An unattributed clip is just a video you made, and a clip taken out of context is worth less than nothing the first time somebody checks it.
- Permanence, with a deliberately high bar for removalEpisodes stay in the archive. A commercial disagreement or a contract ending does not remove one, because permanence that could be withdrawn would be worth very little.
Discussed in the conversation, not on a page.
PartnerCast is priced per conversation. There is no package to buy into and no minimum commitment. Vin will set out the figure directly, alongside what it does and does not include, so you can weigh it against what you currently spend to reach this audience by other means.
Frequently asked.
Can we see the questions in advance?
No, and this is the one thing that is not negotiable. Vox guests do not see them either. A conversation where one party has rehearsed is a different thing, and an audience can hear the difference immediately. What you do get is a pre-production discussion about the subject area, so nothing arrives from nowhere.
What if we are unhappy with the recording?
Nothing is published without your approval. If something did not land the way you meant it, it can be talked through again rather than patched afterwards. If you decide you do not want it published at all, it is not published.
Is it obvious that this is a paid format?
Yes, deliberately. Every episode is labelled as partner supported, in the title and in the conversation itself. That labelling is not a concession we make reluctantly. It is the reason the audience trusts what they are hearing, and therefore the reason the format is worth anything to you.
Do we get a list of who listened?
No. Signal does not pass member or attendee details to partners under any circumstances. What you get is people who already understand what you do before your team ever gets in touch, which is a different and more durable thing than a list.
Can we talk about our own technology?
You can talk about the problem you solve and how you have seen organisations approach it, which will naturally involve your work. What it cannot become is a demonstration. The test we apply is simple: would a listener who never buys anything from you still be glad they listened?
Can we use the recording in our own sales and marketing?
Yes, and that is much of the point. The full recording and clips are yours to use in proposals, in customer conversations, on your own channels, and with prospects, indefinitely. The only condition is that the partner supported labelling stays attached. An independent conversation carries weight precisely because it is identifiable as one.
How long does it keep working?
There is no campaign window and nothing expires. Conversations recorded a year ago are still being found, shared and sent to prospects. That is the difference between this and advertising: the value does not decay at the end of the month, it accumulates every time someone sends it to someone else.
How long does it take?
A pre-production conversation, then the recording, then your review. In practice a few weeks end to end, mostly determined by diaries and how quickly approval comes back.
What happens after publication?
It stays up permanently, in the catalogue and on the channel. Conversations are still being found and shared long after they are published, which is the main reason this compares favourably with anything that runs for a fixed window.
Bring the problem you think is most misunderstood in your part of the field.
Thirty minutes, no deck and no hard sell. If it is a good enough subject it will make a good enough conversation. If it is not, we will tell you rather than record it anyway, and you will have lost half an hour rather than a budget.
What you would be buying is not a slot in someone else's audience. It is one hour of your expertise, captured independently, that keeps making the case for you long after everyone has forgotten what the download numbers were.