Guide to B2B Marketing Podcasts

The growing popularity of podcasts in B2B marketing

Keyword: B2B podcasting trend

Welcome aboard the exciting journey of B2B podcasting! As 2023 unfolds, the podcasting landscape, especially within the B2B and branded content sectors, is blossoming in unprecedented ways.

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Key growth markers

• B2B podcasts have firmly established their stronghold, with 43% of decision-makers choosing them for business-related insights. This brings podcasts to the forefront, on par with established channels like email newsletters, webinars, and social media.
• In terms of monetary metrics, the global podcasting realm clocked in at a staggering $23.56 billion in 2023. And this momentum isn't slowing down, with an anticipated compound annual growth rate (CAGR) of 27.6% from 2023 to 2030.
• Podcasts have won the confidence of the marketing community. In 2022, 85% of marketers were gearing up to boost their investments in this domain.
• Podcasts are also winning in audience engagement. The roster of monthly podcast listeners expanded by 6.1% in 2022.
• And here's the clincher: the podcasting industry saw an 82% surge in branded content from 2020 to 2021.

These figures don't just reflect trends; they signal a significant shift. For founders of SMEs, especially those with revenues under $5 million and team sizes under 50, and for marketing trailblazers, the B2B podcasting terrain offers fertile ground for growth and connection.

This guide is your trusted companion, ensuring you harness the dynamism of B2B podcasting. With a mix of expertise and enthusiasm, let's embark on this transformative journey into the world of B2B podcasting!

Benefits of B2B Podcasts

Keyword: B2B podcast benefits

‍The contemporary business world is bursting with content, and amidst this whirlwind of information, B2B podcasts have emerged as a standout medium. Here's why:

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Building brand awareness

In an age where brand visibility is paramount, podcasts act as beacons, drawing in audiences. It offers a way to regularly put your brand in front of key decision-makers in your industry, ensuring they think of you when making crucial choices.

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Establishing thought leadership

Think of your podcast as a stage. Each episode is an opportunity to share insights, debate industry trends, and host expert guests. Over time, your brand becomes synonymous with industry expertise.

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Engaging and growing your audience

The intimate nature of audio content creates a personal connection. It's like having a one-on-one conversation with each listener, building a bond that's more profound than with most other content forms.

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Fostering brand loyalty and community

Regular podcast episodes become a part of your audience's routine. They wait, they listen, and they engage. This consistent interaction sows the seeds of loyalty and cultivates a community around your brand.

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Generating leads and potential customers

Your podcast isn't just entertainment—it's a funnel. By providing value, you attract a niche audience. And with the right calls-to-action and engagement tactics, listeners transition from passive consumers to active customers.

In essence, while the world raves about the latest marketing tactics, B2B podcasts offer a unique blend of education, entertainment, and engagement. They’re not just a tool but a strategic asset that positions your brand front and centre in the minds of industry stakeholders.

Best Practises for B2B Podcasts

Keyword: B2B podcast strategies

‍Crafting an influential B2B podcast goes beyond hitting the record button. It’s a blend of passion, strategy, and a relentless pursuit of value. Whether you’re just starting or looking to refine your approach, here are some best practises to elevate your B2B podcasting game:

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Define your target listener from the start

Every successful venture begins with understanding its audience. Who are they? What challenges do they face? What information gaps can your podcast fill? By defining your listener, you tailor content that resonates, ensuring higher engagement rates.

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Develop a podcast format that fits your audience

Will a conversational tone work best, or should you lean into deep dives and interviews? The format sets the rhythm, so study your audience's preferences and mould your podcast accordingly.

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Research other B2B podcasts for inspiration

It’s not about copying, but learning. What are industry leaders doing right? What gaps in content can you identify and fill? A cursory analysis can offer invaluable insights into content angles, episode lengths, and promotional strategies.

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Be passionate about your topic

Genuine enthusiasm is contagious. When you're excited about your content, it resonates with listeners, making episodes memorable and ensuring they return for more.

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Strategise and stay consistent

Just as one wouldn’t sporadically post on social media or blog platforms, consistency in podcasting is crucial. Develop a posting schedule and stick to it, ensuring your audience knows when to tune in.

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Focus on providing value to your audience

Your podcast is a vessel for value. Every episode should educate, inspire, or entertain. Remember, your goal isn't just to talk; it's to offer solutions, insights, or perspectives that listeners won't find elsewhere.

Mastering these B2B podcast strategies ensures you're not just another voice in the vast sea of content. Instead, you emerge as a guide, a thought leader, and, most importantly, a trusted resource for your audience.

B2B Podcast Branding and Promotion

Keyword: B2B podcast branding

‍To truly stand out in a saturated market, your B2B podcast needs more than just high-quality content. It requires a memorable brand and a strategic promotion plan. Here’s how to ensure your podcast leaves an indelible mark:

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Creating a unique and memorable brand for your podcast

• Name with Intent: Your podcast's name should be catchy yet encapsulate its essence. It should also be easy to recall and type into search bars.
• Visual Identity: Invest in bespoke podcast artwork. Ensure it's scalable for various platforms, from the tiny icons on mobile apps to larger promotional banners.
• Distinctive Voice: Your podcast’s tone, the kind of guests you invite, and the way you approach topics should be distinctive, building a unique auditory identity.
• Tagline and Description: A catchy tagline can become synonymous with your podcast. Pair that with a crisp description to make sure potential listeners know exactly what to expect.

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Promoting your podcast through various channels

• Leverage Social Media: Share snippets, behind-the-scenes looks, and episode highlights on platforms where your audience hangs out.
• Engage in Communities: Join forums, LinkedIn groups, or other niche communities where potential listeners gather. Become an active member before subtly promoting your podcast.
• Collaborate: Invite industry experts as guests. Not only does this enrich your content, but it can also tap into their follower base.
• SEO for Podcasts: Much like websites, podcasts can be optimised for search engines. Use relevant keywords in your titles, descriptions, and even in audio transcriptions.
• Email Marketing: Share your latest episodes with your email list. If you don’t have one, now's the time to start building one.
• Host Webinars or Live Events: These can act as supplementary content, provide deeper dives into podcast topics, and act as promotional tools.

Remember, B2B podcast branding isn't just about aesthetics; it's about crafting a cohesive identity across all touchpoints. Pair that with strategic promotion, and you have a podcast destined for success.

Monetising Your B2B Podcast

Keyword: Monetising B2B podcast

Diving into the world of podcasting is exhilarating, but let's face it, most SME founders and marketers also have their eyes on a return on investment. While B2B podcasts might not always rely on traditional ad-driven models, there are still many avenues to drive tangible business results. Let's delve in:

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Direct Lead Generation

• Gated Content: Occasionally, offer deep dives or special episodes that require an email signup. This not only grows your email list but also paves the way for nurturing these leads.
• Calls-to-Action: During your podcast, subtly introduce offers or promotions your business is currently running. Make sure they are relevant to the episode's content for maximum impact.

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Building Trust and Establishing Thought Leadership

• High-Quality Interviews: By hosting industry leaders and experts, you position your podcast (and, by extension, your brand) as an authority in the field.
• Case Studies: Share success stories and lessons learned. It's a fantastic way to showcase your expertise and offer real-world insights.

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Increase Your Network via the Podcast

• Networking Opportunities: Hosting guests on your podcast not only offers content but opens doors for collaboration, partnerships, or even client relationships.
• Live Events: Organise live podcasting events or participate in industry events as a speaker, leveraging your podcast as your portfolio.

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Alternative Monetisation Strategies

• Affiliate Marketing: Promote tools or services relevant to your content and earn commissions. However, ensure any promoted product aligns with your brand and is genuinely useful to your listeners.
• Premium Content: Offer ad-free episodes, extended interviews, or special content series for a subscription fee or one-time purchase.
• Branded Merchandise: As your podcast gains traction, branded merchandise like T-shirts, mugs, or notebooks can become a secondary revenue stream. Podswag is a good company if you’re interested in doing this.

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Exploring B2B podcast sponsorships and partnerships

• Strategic Partnerships: It's more than just getting someone to sponsor an episode. Think about companies or service providers that align with your podcast's vision and values. For instance, if your podcast often discusses software solutions for SMEs, consider partnering with relevant software companies.
• Value Exchange: Sometimes, it's not about money. A partnership could involve cross-promotion, where both podcasts promote each other, or it could be access to exclusive tools or resources for your listeners.
• Guest Sponsorships: Invite sponsors as guests on your podcast. It's a two-fold advantage. First, your listeners get direct insights from the sponsor, and second, it establishes an organic relationship between your content and the sponsor.

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Reinvesting revenue back into the podcast for growth

• Invest in Quality: Use part of your podcast's earnings to upgrade equipment, ensuring your listeners always get the best audio experience.
• Professional Development: Consider attending podcast conferences, hiring a coach, or taking courses to refine your craft.
• Marketing and Promotion: Allocate a part of your revenue for targeted marketing. This could involve promoting episodes on LinkedIn to tap into the B2B audience or collaborating with other podcasts for mutual growth.
• Expand Your Team: As your podcast grows, think about bringing in specialists, like audio editors, researchers, or even co-hosts, to enhance your show's quality and consistency.

A reminder as you venture into monetisation: The essence of a successful B2B podcast is the trust you foster with your audience. Ensure that any sponsorship or partnership you engage in aligns seamlessly with your podcast's core values and is genuinely beneficial to your listeners.

While the prospect of monetising a B2B podcast is enticing, it's essential to always prioritise providing value. The trust and authority you build with your audience will, in the long run, outweigh any short-term financial gains.

Measuring Success and Tracking Metrics

Keyword "podcast metrics”

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Identifying key performance indicators (KPIs) for your podcast

• Engagement Rate: It’s not just about the number of listeners, but how engaged they are. How many of them are sharing, commenting, or referencing your podcast in their professional networks? This can be a powerful indicator of the value you're providing.
• Consumption Data: Beyond just initial clicks or downloads, how much of your podcast is typically being listened to? Are listeners dropping off after a few minutes or staying through the entire episode? This data can offer insights into the relevance and appeal of your content.
• Lead Generation: Especially relevant for B2B, how many listeners are taking the next step? Are they signing up for more information, joining a webinar, or even reaching out directly after listening to an episode? This direct action can be a tangible metric for ROI.
• Listener Growth Over Time: While the total number of subscribers or downloads might not be your primary metric, observing the growth trend can still provide insights. Is your podcast gaining traction? Are more people recommending it?

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Analysing listener engagement and growth over time

• Feedback and Surveys: Periodically, ask your listeners for feedback. Not only does this provide qualitative insights to supplement your quantitative podcast metrics, but it also shows your audience that you value their input.
• Episode-Specific Analysis: Look at metrics on a per-episode basis. This will help you discern which topics or guest interviews resonated the most with your listeners. Over time, this can guide your content strategy.
• Referral Sources: Understanding where your listeners are coming from—be it a specific social media platform, a newsletter, or a recommendation from another podcast—can help you refine your promotional strategies.

Remember, while these metrics provide a guideline, the most crucial metric will always be the value you're delivering to your audience. And while numbers do matter, the relationships and trust you build through your B2B podcast are invaluable.

Top B2B Marketing Podcasts to Listen to in 2023

“B2B Marketing Podcasts”

Keeping up with the latest trends, insights, and best practises in B2B marketing is essential for success. And one of the best ways to stay ahead of the curve is to tune into the leading voices in the industry.

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Top B2B Marketing Podcasts that have made significant strides in 2023

• Confessions of a B2B Marketer: A podcast that shares insights, strategies, and interviews with successful B2B marketers.
• The Customer Engagement Lab: A podcast that explores the world of B2B customer engagement and marketing strategies.
• Business Growth Show: A podcast that focuses on B2B marketing and demand generation.
• Radically Transparent: A B2B marketing podcast that focuses on social media marketing, content marketing, and marketing technology.
• B2B Growth: A daily podcast that shares insights and strategies from successful B2B marketers and entrepreneurs.
• Sam's Business Growth Show (UK): A podcast where Sam Dunning interviews global B2B marketing leaders to share their top B2B marketing, demand generation, and revenue growth tips.
• The Tech Marketing Podcast (UK): A podcast that features interviews with the best minds in B2B tech marketing, discussing topics that matter.
• Product Led Revenue (UK): A monthly podcast for SaaS sales and revenue leaders, sharing innovative tactics and strategies
• The B2B Marketing Podcast: A podcast that covers a range of B2B topics, including work life, entrepreneurship, and marketing.
• The B2B Sales & Marketing Exchange Podcast: A podcast that features candid insights from B2B industry experts, discussing topics such as content strategy, demand generation, account-based marketing, and sales enablement.

These podcasts have gained popularity due to their engaging content, expert hosts, and valuable insights into the world of B2B marketing and sales. They offer practical advice, inspiration, and entertainment for their target audience, making them successful examples of B2B podcasts.

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Most successful B2B or branded podcasts of the last 5 years

• TGIM by Shopify: This podcast focuses on entrepreneurship and business growth, sharing inspiring stories and practical advice for business owners. Although the last episode was recorded in 2017, its concept, execution, and success are still relevant today.
• The Message by General Electric (GE): This science fiction podcast series, produced by GE, explores the world of communication and technology. It has gained popularity due to its engaging storytelling and high production value.
• Inside Trader Joe's by Trader Joe's: This podcast offers a behind-the-scenes look at the popular grocery store chain, discussing its products, business practises, and company culture.
• Trailblazers by Dell Technologies: Hosted by Walter Isaacson, this podcast explores the stories of digital disruption and innovation in various industries, featuring interviews with industry leaders and experts.
• Radically Transparent by Oktopost: This B2B marketing podcast focuses on social media marketing, content marketing, and marketing technology, providing insights and strategies for B2B marketers.

These podcasts have gained popularity due to their engaging content, expert hosts, and valuable insights into the world of business and marketing. They offer practical advice, inspiration, and entertainment for their target audience, making them successful examples of branded podcasts.

Conclusion

As we reach the finale of our in-depth exploration into B2B podcasting, it's imperative to remember the transformative impact this medium can have on the business landscape. No longer just a buzzword, podcasting has solidified its position as a valuable marketing tool with a slew of benefits ranging from audience engagement to fostering brand loyalty.

The figures are undeniable. With podcasts surging in popularity, the B2B realm has a golden opportunity at its fingertips. For SME founders and marketing leaders of businesses with under $5 million in revenue, this isn't just about hopping on a trend. It's about leveraging a platform that speaks directly to your audience, establishing your brand as a thought leader, and ultimately driving growth.

However, success in B2B podcasting doesn't come without its challenges. It demands a blend of strategy, consistency, and passion. But for those willing to invest the effort and resources, the returns can be monumental.

As with any venture, ongoing learning and adaptation are crucial. Stay updated with the latest trends, listen to the top B2B Marketing Podcasts, and continually refine your approach based on feedback and metrics.

At OneFinePlay, we've seen the transformative power of podcasts firsthand. We understand the nuances, the challenges, and the immense potential. So, if at any point you feel overwhelmed or uncertain about your podcasting journey, remember: we're here to guide, assist, and champion your success.

Embrace the world of B2B podcasting. The future is listening.