There is a podcast called The System" by BBC. It shares real-life gripping action sequences and chase scenes. Their audio storytelling delivers an immersive, cinematic listening experience to their audience. It’s more engaging than a TV drama because it’s real.
Then there is Twin Flames, a celebrity-hosted podcast about cults.
These podcasts are highly popular and have a huge even though they defy the mainstream podcast stereotypes.
There are podcasts on art, history, fiction, food, culture, crime, science… and dozens and dozens of other topics.
People love these podcasts because they are unfiltered, authentic, real and deliver massive amounts of information.
This is why B2B companies are jumping on the bandwagon because ultimately buyers whether B2B or B2C, are all humans.
And they love raw, genuine information.
In edition #12 of Viks M.I.X (Marketing. Insights. Exchange), I’m gonna talk about why podcasts for B2B companies. And how some companies really playing it well while swelling their bottom line
I’m going to cover:
The Rising Trend of Podcasts in B2B Marketing
Personalization at Scale
The New Frontier in B2B SEO
Let’s start the engine.
The Rising Trend of Podcasts in B2B Marketing
Have you noticed how podcasts are popping up everywhere? They’re not just for entertainment anymore. In the B2B world, podcasts have become a powerhouse for content delivery. Imagine this: 43% of decision-makers are tuning in to podcasts to get their business insights. That’s huge!
Let’s break it down. Podcasts are now as popular as email newsletters, webinars, and social media among B2B buyers. Why is this happening? Well, there are some key reasons driving this trend. Let's dive in.
First, podcasts help B2B brands show off their industry know-how. By hosting insightful discussions and interviews, companies can position themselves as thought leaders.
Then, there’s the trust factor. With over 464.7 million podcast listeners worldwide, brands can connect with a vast audience. The conversational tone of podcasts makes it easier to build trust and authority.
Plus, podcasts offer a unique edge. In a crowded market, a branded B2B podcast can really set a company apart. It's an engaging way to reach people.
And here’s the best part: podcasts fit seamlessly into your marketing strategy. You can repurpose podcast content for social media, blogs, and emails. It’s a win-win.
Here are some successful examples of B2B companies using podcasts to drive revenue:
impact.com's "The Partnership Economy" Podcast
Have you heard of impact.com? They’ve nailed it with their podcast, "The Partnership Economy." This podcast has helped them become thought leaders, build brand awareness, and really connect with their audience.
Source:
Cognism's "Revenue Champions" Podcast
Cognism is another great example. Their "Revenue Champions" podcast features big-name B2B marketing guests sharing tips and strategies to boost the bottom line. They even have a series called "Demandism" that covers everything from building a demand gen machine to balancing it with traditional marketing.
The B2B Revenue Acceleration Podcast by Operatix
Then there's the B2B Revenue Acceleration Podcast from Operatix . This one has over 100 interviews with B2B SaaS leaders sharing insights on sales, marketing, and leadership. It's been a big driver of revenue for Operatix.
The "Revenue Vitals" Podcast by Chris Walker
Chris Walker's "Revenue Vitals" podcast, formerly known as "State of Demand Gen," is another must-listen. He talks about the importance of brand marketing and how to build a reliable demand gen engine. This podcast has really challenged listeners to rethink their marketing strategies.
These examples show how top B2B companies are using podcasts to boost brand awareness, establish thought leadership, and grow revenue.
The personal, conversational style of podcasts helps these brands connect with their audiences and stand out in a crowded market.
Personalization at Scale
Remember the days when personalization meant slapping a first name in an email? Well, those days are ancient history. B2B companies are now taking personalization to mind-blowing levels.
Source: Mckinsey
Take Terminus, for instance. They're not just tweaking email subject lines. They're transforming entire website experiences for their target accounts.
Imagine this: a visitor from Company X lands on their site. Boom! They're greeted with content, case studies, and pricing tailored specifically for their industry and pain points. It's like having a personal concierge for each visitor.
But here's where it gets really exciting: they're doing this for thousands of accounts at once. How? They're harnessing the power of AI and machine learning. These clever algorithms crunch tons of firmographic and behavioral data to create these personalized experiences on the fly.
Snowflake is another company that's knocking it out of the park with personalization. They're using intent data like a crystal ball. If they spot a company sniffing around for cloud data solutions, they swoop in with laser-focused content that addresses that company's specific challenges.
It's like mind-reading, but with data. Now, I know what you're thinking. "This sounds great, but how can I do this?" Here's the secret: start small, but dream big.
Begin by dividing your audience into segments based on industry, company size, or common pain points. Then, create content that speaks directly to each segment.
As you gather more data and insights, you can fine-tune your approach and expand your personalization efforts.
But don't stop there. The real magic happens when you combine personalization with other marketing strategies.
For example, try blending personalization with account-based marketing. Or use it to supercharge your content marketing efforts. The possibilities are endless!
Here's my take: personalization at scale is not just a trend – it's the future of B2B marketing. It's about creating experiences that make your prospects feel understood and valued. And in today's crowded marketplace, that personal touch can make all the difference.
So, what's your next move? Start by auditing your current personalization efforts. Where can you add more customization?
How can you use data to create more relevant experiences? Remember, every small step towards better personalization can lead to big results.
What are your thoughts on personalization at scale? Have you tried it? What challenges have you faced? Let's keep this conversation going!
The New Frontier in B2B SEO
Ever caught yourself asking Siri or Alexa about work stuff? You're not alone. Voice search is taking the B2B world by storm, and it's time we talked about it.
Gone are the days when tapping keywords into Google was our only search option. Now, busy executives are chatting with their phones, smart speakers, and even car dashboards to get quick answers. And guess what? This shift is turning traditional SEO on its head.
Think about it. When you're rushing between meetings or driving to a client's office, isn't it easier to ask your device a question rather than type it out? That's exactly why voice search is booming in the B2B space. It's all about convenience and speed – two things every business professional craves.
But here's the kicker: if your content isn't optimized for voice search, you're missing out on a massive opportunity. It's like having a storefront with the lights off. People are looking, but they can't find you.
Take Capgemini, for instance. They've revamped their content strategy to cater to voice searches. Instead of focusing solely on short-tail keywords, they're optimizing for conversational phrases and questions. Their "Ask Capgemini" feature on their website mimics voice query patterns, providing concise answers to common industry questions. The result?
But it's not just about adapting existing content. New tech-savvy companies are taking it to the next level with their Voice-Activated Landing Pages (VALPs).
These pages are designed to be read aloud by voice assistants, delivering key information in a conversational tone. When someone asks their smart speaker about conversational marketing, VALP provides a concise overview and prompts the user to continue the conversation on their phone or computer.
There are companies leveraging voice search trends to enhance their product. Their AI-powered sales intelligence platform now includes voice search capabilities, allowing sales reps to query their call recordings and analytics using natural language. This feature has significantly reduced the time spent searching for insights and increased adoption rates among less tech-savvy team members.
So, how can you optimize your B2B marketing for voice search? Start by understanding how your audience speaks. What questions are they asking? What language do they use? Tools like AnswerThePublic can help you identify common voice queries in your industry.
Next, structure your content to answer these questions directly. Use schema markup to help search engines understand your content better. And don't forget about local SEO – many B2B voice searches have local intent ("industrial suppliers near me").
Here's my take: Voice search optimization isn't just about staying current – it's about future-proofing your B2B marketing strategy. As AI and voice technology continue to advance, the line between text and voice search will blur.
But remember, this isn't about abandoning traditional SEO. It's about expanding your approach to cater to changing user behaviors. The key is to create content that works well for both text and voice searches.
What's your experience with voice search in the B2B space?
Have you started optimizing for it? What challenges or opportunities do you see? Let's keep this conversation going!
Well, folks, that's a wrap on edition #12 of Viks M.I.X (Marketing. Insights. Exchange).
If you found this newsletter helpful, why not spread the love? Hit that like button and share it with your marketing pals.
If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.
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