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Sonar Software provides cloud-based BSS and OSS solutions that help Internet Service Providers streamline billing and operations, consolidate data, automate workflows, and grow more efficiently.
But the people behind the platform also bring years of firsthand experience in the ISP world. Sonar saw an opportunity to bring that expertise forward through a show created specifically for the people working inside the industry.
The Challenge: Create a Show Worth Paying Attention To
Sonar Software did not want to launch another predictable B2B podcast.
The team wanted Bandwidth to tell the stories of people across the telecommunications industry, explore the subjects that genuinely mattered to them, and create a stronger connection between Sonar and the ISP community.
The challenge was standing out.
In a category filled with conventional interview shows and surface-level conversations, Sonar needed a partner that could help turn insider knowledge into compelling, entertaining content without losing the authenticity of the people sharing it.
“Our goal was to create a standout show in a sea of bland podcasts, and we needed someone skilled at storytelling to help us achieve that.”
— VP of Growth, Sonar Software
The goal was bigger than visibility. Sonar wanted a show that could:
- Surface the expertise already inside the company
- Tell relevant stories from across the ISP industry
- Build a recognizable and credible presence in a tight-knit niche
- Create content that marketing and sales could use across the funnel
- Give people a reason to watch, return, and subscribe
Why Sonar Chose Sweet Fish
Sonar discovered Sweet Fish through its community and chose the team because the partnership felt like a natural cultural fit.
That alignment mattered. The show needed to sound like Sonar, reflect the personality of its hosts, and feel authentic to an audience that could quickly recognize when content was overly scripted or promotional.
Sweet Fish was not brought in simply to record and edit episodes. The team was asked to help shape the show itself.
The Solution: Combining Industry Expertise With Better Storytelling
Sweet Fish brought Sonar’s three hosts to its Orlando studio to record the show together in person.
From there, the teams collaborated on the stories, subjects, and recurring segments that would make Bandwidth relevant to its audience while giving the show a repeatable creative structure.
Sweet Fish’s involvement included:
- Developing stories and episode topics around real industry interests
- Creating repeatable segments that made production more efficient
- Recording polished, multi-host episodes in the Orlando studio
- Producing crisp, engaging video content for YouTube
- Editing and packaging every episode
- Distributing the podcast across standard audio platforms
- Creating short-form clips for social media
- Supporting show promotion and ongoing strategy
- Adapting road-show footage to maintain the quality of studio episodes
The result was a show that blended industry substance with energy, personality, and entertainment.
“The most unique aspect is the creativity and depth they bring to the shows, ensuring the content feels authentic.”
— VP of Growth, Sonar Software
A Show Built by People Who Know the Audience
One of Bandwidth’s greatest strengths is that its hosts are not commenting on the ISP industry from the outside.
They have lived it.
That gives the show access to the real stories, challenges, and conversations taking place within the community. Rather than speaking like marketers, the hosts speak as practitioners who understand the audience because they have shared many of the same experiences.
Sweet Fish helped translate that expertise into a show that feels conversational and entertaining while still delivering meaningful industry insight.
The production elevates Sonar’s subject-matter experts without polishing away the personalities and firsthand experience that make them credible.
The Distribution Strategy: One Show Working Across the Funnel
The strongest episodes were never intended to live on YouTube alone.
Each recording became a collection of assets that Sonar could use throughout its marketing and sales ecosystem:
YouTube: Full-length episodes and short-form videos support discovery, audience growth, and ongoing engagement.
Podcast platforms: Audio distribution gives the audience another way to follow and consume the show.
Website: Episode recaps create an evergreen content library that supports traffic and engagement.
Newsletter: New episodes give Sonar a consistent source of useful, industry-relevant email content.
LinkedIn: Hosts share content through their personal profiles, with additional amplification from the brand.
Social media: Short-form clips extend the reach of each recording and introduce new viewers to the show.
Sales conversations: Episodes and clips give the team relevant content to share with prospects and industry contacts.
Industry events: The show creates new opportunities for interviews, conversations, and relationship-building within Sonar’s community.
Instead of producing more content simply to increase volume, Sonar and Sweet Fish built a system designed to get more value from every conversation.
That full-funnel approach was already central to the original case study, which documented how episodes were being used across YouTube, the website, newsletters, LinkedIn, and sales follow-up.
The Results: Quickly Surpassing the Original Goal
Sonar initially hoped the show could attract approximately 300 viewers per month.
It moved beyond that goal quickly.
Within the first six months of working with Sweet Fish, Bandwidth had grown from a new show into an established industry channel with thousands of subscribers and steady daily growth.
As of January 2026, the show had generated:
- 290k+ lifetime YouTube views (as of July 2026)
- 3,837 subscribers, up from zero at launch
- 96.9% of views from non-subscribers
- 2,000–6,000 views per full-length episode
- Short-form videos reaching 18,000–40,000 views
- Short-form average view percentages as high as 128%
- Approximately 26% returning viewership on full-length content
- 54.8% of viewership coming from North America
The show’s growth was especially meaningful given the size and specificity of its audience. Sonar was not targeting a broad consumer market. It was building attention within the relatively narrow world of North American Internet Service Providers.
The combination of 96.9% non-subscriber reach and growing returning viewership shows both sides of the strategy working together: short-form content introduces the show to new people, while full-length episodes give the right viewers a reason to return.
A Creative Partner That Keeps the Work Moving
Sonar also credited Sweet Fish with bringing consistency and structure to the production process.
With between two and five Sweet Fish team members supporting the engagement, the team managed everything from strategic development and studio production to editing, distribution, and promotion.
Communication took place through virtual meetings, email, and messaging platforms. Deliverables remained on schedule, with Sweet Fish often helping Sonar’s team stay ahead of deadlines and keep production moving.
“Sweet Fish Media has always been very timely, often keeping us on task. Their project management is very good, and they consistently deliver on time.”
— VP of Growth, Sonar Software
That consistency has extended beyond the Orlando studio. Sweet Fish has also helped Sonar adapt footage recorded at road shows and industry events while preserving the polish and energy of the core production.
Why It Worked
The success of Bandwidth did not come from simply launching a podcast and publishing consistently.
It came from aligning several decisions:
- Sonar selected hosts with real credibility inside the industry.
- The show focused on stories and subjects the audience genuinely cared about.
- Repeatable segments gave the production structure without making it feel formulaic.
- Strong creative direction helped the show stand apart from conventional B2B podcasts.
- Long-form and short-form content were given different strategic roles.
- Every episode was distributed across Sonar’s broader marketing and sales ecosystem.
- Sweet Fish provided both the creative ideas and the operational consistency needed to sustain the show.
Most importantly, the content still feels like Sonar.
It does not sound like a production company imposing a generic podcast format on the brand. It sounds like experienced industry practitioners having the conversations their audience wants to hear.
The Takeaway
Sonar Software entered the engagement with a modest audience goal and a much larger creative ambition: build a show that people in the ISP industry would genuinely choose to watch.
Within six months, Bandwidth had moved far beyond its original viewership target and built an audience of thousands.
But the real win is not one metric.
It is the combination of measurable reach, growing subscribership, authentic storytelling, and a repeatable content system that supports Sonar across YouTube, social media, its website, email, events, and sales conversations.
Bandwidth did not stand out by becoming louder than every other industry podcast.
It stood out by becoming more relevant, more creative, and more human.