Podcasting is a powerful tool for building relationships that can eventually lead to revenue generation. In a recent conversation with Dots Oyebolu, Strategy and Marketing Director, Content Allies, a B2B podcast agency, we gained insights into how marketers can strategically harness the potential of podcasts to achieve their business goals. Learn more about “Rethinking Channel Partner Marketing” with Propolis Channel Expert, Georgina Gilmore.
Effective lead generation
Podcasts in B2B can serve multiple goals. Starting from brand awareness, where industry experts discuss prevalent problems, to becoming a demand generation tool. Dots says it’s important to be strategic when it comes to guest selection and content topic alignment. Podcasts offer an opportunity to strategically position your brand and influence potential leads.
“You can use guest selection as a means to get leads. You can invite guests who are likely to become clients in the future. Outbound still works, but if you see that I want to talk to you and learn more from your experience, you are making the person feel good. We’ve seen people who have used podcasting as a way to move leads down the funnel.”
Podcasts provide a unique way to warm up potential leads. By interviewing leads who could become future clients, organizations create a personal connection that will ultimately lead to conversion.
Drawing from past experiences, Dots witnessed a 10% conversion rate from guests to customers for clients using account-based podcasting. By carefully selecting guests, strategically incorporating soft sells, and maintaining a warm relationship, podcasting becomes a powerful tool to move leads down the funnel.
Strategies for compelling content
When asked about creating engaging audio content, Dots stresses the importance of understanding the ideal customer profile.
“You need to know your audience really well and understand the problem you’re trying to solve. Once you have a comprehensive profile of your target customer, then you can start to form a strategic content calendar around that.”
Dots recommends keeping episodes short, around 20 to 25 minutes, using hooks at the beginning, and saving sponsor promotion for the middle or end to maintain audience interest.
Future trends in B2B podcasting
Dots predicts two crucial trends: the need for better podcast analytics and enhanced attribution capabilities. Better analytics would include detailed insights into consumption rates and audience demographics. Additionally, integrating CRM with podcast hosting platforms for attribution could provide deeper insights into the impact of podcasting on lead generation.
“Podcasting needs to get better in terms of tech. I follow the latest news in the podcasting world every day and a lot is happening there. But we need better analytics on podcast consumption. We want to see podcast consumption rates; where do people who are listening to your podcasts work? We need more audience demographics on podcast listeners.”
Video vs. audio podcasting for maximum impact
While audio remains the primary medium for podcasts, Dots notes the rise of video podcasting:
“Spotify just got into video podcasting. So my belief is that they see a lot of value there. Of course, on the flip side, YouTube Music is getting into audio podcasts and what that just says to me is that audio is here to stay. Listening is always going to be top priority, but if you have an entertaining podcast, then you want to use video to capture people’s expressions and gestures.”
YouTube has podcast video capabilities and according to this platform 80% of the top-watched videos feature hosts on video, adding an extra layer of engagement.
Podcast sponsorship considerations
For B2B marketers considering podcast sponsorship, Dots suggests exploring various models, such as exclusively sponsoring a podcast or investing in podcast networks with multiple sponsors. Partnerships and programmatic advertising within podcasts are also gaining traction. He says it’s important to ensure that the sponsored podcast aligns with the business goals:
“Basically, you look for a podcast within the same business category. It’s almost like an influencer marketing tactic: there must be some sort of an alignment between what you do and what they do, and it’s obvious that the people who listen to that podcast are also your target audience. There needs to be a good fit.”
Tips for starting a B2B podcast
For marketers venturing into podcasting, Dots suggests starting with a clear purpose aligned with your overall marketing goals. You need to pay attention to engagement metrics, optimize episodes for discoverability, and actively promote the podcast across relevant platforms. Establishing an individual influencer within the company as the face of the podcast can enhance its appeal.
Audio marketing success
Leveraging podcasts for B2B marketing leaders involves strategic planning, thoughtful content creation, and continuous adaptation to emerging trends. As podcasts continue to evolve, marketers who adeptly integrate this medium into their overall strategy stand to build valuable relationships that can potentially translate into revenue growth.
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