Case Study

CIO Exchange

Elevating VMware by Broadcom’s content to compelling, actionable insights for CIOs and their business and technology stories–clinching a Webby award.

About VMWare

VMware is a virtualization and cloud computing software vendor based in Palo Alto, California. VMware bases its virtualization technologies on its bare-metal hypervisor ESX/ESXi in x86 architecture. Acquired by Broadcom, it accelerates their ability to help global enterprises embrace private and hybrid cloud environments.

In my role at VMware, it's important to start with two questions, which is anytime I do something, I ask, who's it for and what's it for.

Yadin Porter de León
Global Executive Content Marketing Lead
VMware by Broadcom

Uniting the Executive Audience, VMware's Triumph with the CIO Exchange Podcast


VMware’s podcast was always a strong performing podcast, but they had ambitious goals. The primary challenge was to create content that was both compelling and educational to the end-user, the executive audience. They aimed to provide actionable insights and stories that listeners could share with their colleagues and teams, moving away from the stereotypical dry technology podcast. Yadin says, “In my role at VMware, it's important to start with two questions, which is anytime I do something, I ask, who's it for and what's it for."


By focusing on these two vital questions, Yadin and his team at VMware could curate a podcast series that reflected the interests and concerns of technology leaders. By doing so, they nurtured a deeper connection with the podcast's executive audience. Caspian acted as an extension of his team, offering knowledge, capability, energy, professionalism, and accountability. This partnership allowed VMware to focus on content creation and guest interactions while leaving the technical and production aspects to Caspian.

The alliance focused on creating content to help listeners progress, think, and act differently, providing valuable insights and resources. This led to the creation of an award-winning podcast that not only enhanced VMware's brand but also aided sales representatives in building relationships with key decision-makers like CIOs by offering them a platform to share and elevate their success stories without a direct product or company focus.


  • Increased Listenership: VMware's podcast experienced remarkable growth. Initially averaging 150-250 downloads per episode, it soon surpassed 100,000 downloads in five months, and it now consistently exceeds 5,000 listeners per episode. The new target is to reach 10,000 listeners.
  • Enhanced Audience Engagement: The podcast's structured format and engaging content resonated with listeners, making it more appealing and shareable.
  • Customer Interaction: VMware's podcast provided valuable content that his customers found useful. Sales teams leveraged the podcast episodes in their discussions, enhancing customer relationships and demonstrating industry expertise.
  • Efficiency: Caspian's team handled technical aspects while also providing strategic and creative support, allowing VMware to focus on content and customer engagement, resulting in more efficient operations.


The immense success of the CIO Exchange Podcast reflects the power of curated, target audience-oriented content. Thanks to VMware's innovative approach, the podcast is a reliable resource for executives in the technology field, earning both Webby acclaim and internal awards. It showcases the brand's commitment to creating influential dialogue within its executive audience.