The Podcast Boom

The business TO BUSINESS MARKETING landscape is shifting, and savvy B2B brands are ditching stale white papers and dry webinars for a more personal, immersive approach: podcasts.  ARE YOU DOING ENOUGH TO JUMP ON THE BANDWAGON? 

READ THIS ARTICLE AND GET THE FACTS >

Introduction

 In the age of information overload, podcasts cut through the noise, forging intimate connections with target audiences and influencing buying decisions in ways traditional marketing tactics simply can’t.  They have emerged as a powerful medium for thought leadership, with their intimate, long-form format fostering trust and deeper engagement.

A 2023 Sprout Social report shows that 68% of B2B marketers utilize podcasts, and brands like Accenture and IBM have seen remarkable success.

Accenture’s “Innovation Nation” podcast boasts over 3 million downloads, showcasing their expertise and attracting C-suite listeners.  “Podcasts allow you to build intimate relationships with your audience, one voice at a time.”Podcasts have emerged as a powerful medium for thought leadership, with their intimate, long-form format fostering trust and deeper engagement.  

“B2B marketing needs to be less about selling and more about building relationships,” asserts Michael Bungay Stanier, author of “The Coaching Habit.”

Podcasts tap into this need beautifully. By offering valuable insights, engaging interviews, and authentic storytelling, businesses can establish themselves as thought leaders, educate potential customers, and build trust, loyalty, and brand advocacy.

“Podcasts allow you to build intimate relationships with your audience, one voice at a time.”Tom Webster, a renowned digital strategist.

Success Stories Speak Volumes

The podcast format allows for in-depth discussions, nuanced storytelling, and emotional connection, all of which traditional marketing often lacks. Complex topics become digestible, nuanced arguments are explored, and audiences are drawn into the narrative, making them more receptive to new ideas and perspectives. As Brian Solis, author of “Lifescale,” puts it, “In a world increasingly focused on the visual, audio has the power to move us emotionally and intellectually.”

Some notable B2B brands have made podcasting work.  Here are some examples:

“Marketing Smarts by Salesforce” consistently tops B2B podcast charts, attracting C-suite executives with actionable tips and industry expert interviews. Their host, Carmen Simon, notes, “We’re not just providing information; we’re sparking conversations and building a community.”

“Inside Intercom” by the customer support platform Intercom, exemplifies the power of vulnerability and transparency. By openly discussing company challenges and celebrating wins, they foster a relatable connection with fellow entrepreneurs.

“Shopify Masters” by e-commerce giant Shopify empowers small business owners with practical advice and success stories, driving brand loyalty and boosting customer retention.

So, You Want to Host Your Own Podcast?

While the barrier to entry for podcasting is lower than ever, it’s not magic.

Here’s what you need:

A Host with Oodles of Personality and Charm

 You will want to build a following, and to do that your host will need to have an X-factor that drags in your audience.

A Strong Concept

A clear focus or theme to attract and retain listeners.

Equipment

A decent microphone, headphones, recording software, and a quiet space. Quality matters, but you don’t need a professional studio setup to get started.

Proficient Editing and Publishing Skills

Some basic audio editing to ensure smooth flow and eliminate mistakes.

It’s all about Quality Content and Consistency

Regular publishing along a common story path, with a regular host to a common audience is key to building a loyal audience. 

A Podcast is a Channel, Not an Event

It’s no good thinking of a podcast in the same frame as once only webinar events, they are a completely different beast.

 You need to plan a podcast as if it were an always-on white labelled radio station with a regular host, regular programs, and a coherent focal point of content topic that appeals to your target audience.  

It’s a long-haul game, where you need to invest a great deal of energy, investment and time into your channel to build a listenership.

Just like online apps, your first challenge is to build sufficient value to draw the attention of your audience if you are to avoid obscurity.

It really is a ‘clicks to cash’ – or in this case an ‘ears to cash’ 😉 business model!

And you will need to invest in some pretty solid digital equipment upfront to make sure the quality of your productions pass muster.