Craft B2B podcasts to inform clients' buying decisions in longer sales cycles

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 29, 2022, 3:53 AM GMT+0

Before producing B2B podcasts, consider factors such as content type, technology stack, and more.

As the advertising revenue from podcasts is predicted to exceed $2 billion by 2023, B2B brands can create business podcasts to reach consumers. Podcasts allow B2B companies to offer insider information, interview experts and create educational content to raise awareness, credibility, and authority.

Brands can use B2B podcasts to inform clients' buying decisions and drive demand, particularly when selling conceptual services with longer sales cycles. B2B podcasts can improve omnichannel marketing efforts, engage and retain customers, boost revenue from subscriptions, and more.

B2B marketers must consider factors like finding the brand’s unique voice, aligning brand and content goals, and distribution channels among others, when creating podcasts. Graham Brown, of podcast agency Pikkal & Co, says, "Podcasts are to business leaders what websites are to businesses."

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