From physical technologies like robotics or digital technologies like artificial intelligence, to hybrid technologies like the Internet of Things (IoT), automation can provide solutions to critical challenges, including labor shortages, inflation, supply chain constraints, deglobalization and sustainability. THL believes it will also be a major driver of economic growth and job creation in decades to come.
THL set out to create a podcast that would position them as thought leaders in the software and hardware automation technology space and position the investing firm as the go-to investment firm for automation. The firm also aimed for the podcast to help build trust between THL and both existing and potential partners, and exist as a value-add for stakeholders.
THL’s original podcast, Automation in Action has hosted prominent leaders in the automation space by leveraging their network. The podcast utilizes an interview / narrative hybrid style to lead the listener on a journey from the situation impacting the guest to how automation technology improved or streamlined the situation.
THL used targeted banner ads and LinkedIn campaigns to market the podcast to their target audiences, and crafted an in-depth circular to share during the THL AGM to ensure visibility within THL and its key stakeholders.
After only five episodes, Automation in Action has amassed 11,164 downloads from across the US, and won a gold MarCom Award. Listeners are tuning in from companies like Brooks Automation, Thompson Street Capital, AGP, and more. There is also a large listenership from within THL, showing that Automation in Action is achieving their goal of internal engagement.
