B2B Podcasting
You are probably wondering if you should launch a B2B podcast?
I’ve run B2B podcasts since 2019, and I’ll tell you the answer is “YES.” Let me explain why.
B2B podcasting does create warm conversations with your ideal prospects, and then leverages that credible human thought-leadership content to create a community of prospects who gain awareness of and a positive perception of your brand.
Important questions about B2B Podcasting
Why should a B2B brand have a podcast?
A B2B podcast allows the brand to create a community around an industry, job function, or keywords of interest. This community is united by the podcast which establishes the brand as a unifying factor and thought leader. This improves brand awareness and perception, drives traffic, engagement, and leads. A savvy GTM team will also use this to drive growth and improvements in their own areas of expertise. Lastly, if your competitors have a podcast and your brand does not, you are absent from the searches on the channels where the podcast is consumed, like Spotify, Apple, and YouTube. This gives your competition a huge advantage.
How can B2B podcasting supercharge marketing?
A well-done B2B podcast should be used by marketing as a content engine that drives traffic, engagement, and leads at all levels of the sales funnel. Podcasting provides powerful content for SEO, Social media, and email channels. The most effective podcasts utilize the power of subject-matter-expert interviews. When these SMEs come from outside of your company they lend authority and diversity to your content. Podcast content will always be uniquely human in a world saturated with AI content.
How can B2B podcasting drive sales?
This is the big one that most everyone overlooks. If your guests come from your ideal accounts you will be creating value for, and building warm relationships with prospective customers. Even if the guest is not the decision maker, their voice promoted by your brand will increase brand awareness and preference in their organization as they share with their coworkers.
How can B2B podcasting power partnerships?
Potential partners, just like prospects, appreciate it when you amplify their voice and let them speak about something they are passionate about. You’ve basically begun your first co-marketing campaign when you have a potential partner on your podcast.
How can B2B podcasting improve customer success?
Many of your enterprise level customers can’t do case studies for legal reasons, but have no problem coming on your podcast. The unscripted nature of the endorsements that usually follow are the most authentic and powerful kind. A member of your CS team can also co-host and bring up valuable insights that deepen the client relationship.
How can B2B podcasting inform product teams?
When your guests mirror your clients then you have invaluable insights in every podcast as to how your prospective market thinks, what is important to them, and what they value. You can even have a member of your product team on as a co-host to drive deeper insights. Your whole product team should be listening for their next ideas.
What does B2B podcasting do for a GTM team?
Podcast content can unite the GTM team in understanding members of the target market, as well as preparing them ahead of actual meetings. A sales rep who listens to a podcast guest from a target account prior to a meeting has a ready made connection to break the ice and understands the prospect far better. Similarly the CS team listening to a podcast episode of a prospect close to closing can be prepared ahead of onboarding by knowing something of the target account. Product teams can also find inspiration by hearing the prospect share what matters most to them.
Do you need a B2B podcast agency?