Are B2B Companies Still Excited about Podcasts?

Show notes

In theory, podcasts are a great thing for B2B and B2B SaaS companies.

They allow companies to connect with prospects, customers, and influencers and generate a ton of content (blog posts, social media updates, videos).

But podcasts can be a hard sell for marketers. One of the challenges is that the value and ROI of a podcast are more than data-driven.

When a marketer is asked by a CEO about how to measure a podcast's success, the answer is "a podcast can be quantified but many of the benefits aren't visible".

To get insight into the B2B podcast landscape, I connect with Tom Hunt , founder of Fame.

We talked about:

- Whether companies are still enthiastic about podcasts

- How to sell a podcast to. CEO or CMO

- The role and value of an internal podcast for employees

- Whether CEOs really understand their customers, and how a podcast and creating content is a great way to discover valuable insight.

Key takeaways

Don't judge a new podcast on listener numbers for the first six months. A biweekly show builds relationships with about 12 guests, and one or two of them may move into your sales or partnership funnel.

Add a free text field on the demo form asking how people heard about you. That is how podcast listeners show up as revenue, typically after about six months.

Track total targeted impressions, which combines podcast downloads, LinkedIn impressions, other social impressions and email opens from likely buyers. It is the closest measure of brand goodwill.

A CEO learns the customer best by creating content. Posting from their own profile and reading the comments shows what customers think, and one video episode can yield about seven video clips.

Google rewards content people want to read. Turn each episode into a useful web page with the transcript and key takeaways, and ask guests to link back to it.

Are B2B Companies Still Excited about Podcasts?

Show notes

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