Podcasts are a channel that’s rising quickly, with new reveals launching each week (mine included!) and international listener figures set to exceed 600 million by subsequent yr. However though many B2B manufacturers may have their very own podcast (typically a number of podcasts!) integration inside campaigns remains to be comparatively low, with solely 14% of entries together with some form of podcast alignment or integration.
So what do B2B manufacturers and companies have to know to make extra of this highly effective and very private advertising channel? As a part of my ongoing evaluation of the entries to the B2B Advertising and marketing Awards 2024, listed below are some examples of podcast marketing campaign integration greatest apply, and a few recommendation on the right way to get it proper if that is one thing you’re contemplating.
1. Creating immersive experiences: Enfuce’s sauna podcast studio
Problem: Enfuce, a Finnish fintech firm, wanted to face out within the crowded Money20/20 occasion in Amsterdam whereas establishing its new model place round “The place happiness is built-in” – a daring departure from typical fintech messaging.
Answer: Enfuce created a multi-sensory expertise by constructing an precise sauna-themed podcast studio at their occasion sales space. The “Within the Scorching Seat” podcast featured trade discussions on “sizzling matters” in fintech, cleverly connecting the corporate’s Nordic heritage with trade discussions. The bodily atmosphere generated visible curiosity whereas the podcast created enduring content material.
Outcomes: The progressive method attracted listeners throughout 20+ international locations, generated 10+ video clips with prospects and companions, and created a memorable model expertise on the occasion. The podcast content material continued to ship worth nicely past the preliminary occasion, extending the marketing campaign’s lifespan considerably.
2. Shopper-spotlight technique: Mitie’s ‘Science of service’ podcast
Problem: Services administration agency Mitie wanted to raise their model notion past conventional amenities providers and display their tech-enabled, transformative method whereas reaching audiences that had confirmed tough to interact via current content material channels.
Answer: Relatively than making a brand-centric podcast, Mitie partnered with established trade podcasters “The Office Geeks” to create a sequence that put their purchasers within the highlight. This client-centric method showcased buyer tales whereas positioning Mitie as a connector and facilitator. They set modest preliminary objectives (250 downloads per episode) and used Buzzsprout’s platform for stylish efficiency benchmarking.
Outcomes: The podcast vastly exceeded expectations with practically 10,000 downloads per episode, putting it within the high 10% of world podcasts based on Buzzsprout’s knowledge throughout 125,000+ energetic podcasts. The client-spotlight method additionally strengthened relationships with featured organizations whereas delivering worth to the broader viewers.
3. Influencer integration: Honeywell’s retail podcast sequence
Problem: Honeywell wanted to quickly construct credibility within the retail sector and set up relationships with goal accounts in a extremely aggressive market the place they weren’t historically seen as a thought chief.
Answer: Honeywell’s company, Hotwire, recognized retail skilled Steve Dennis as an influential voice already partaking with their goal accounts. Relatively than making a standalone model podcast, they developed podcast episodes that includes Dennis’s perspective on key retail challenges. This content material was distributed each on Honeywell’s channels and thru Dennis’s current platforms, extending attain and credibility.
Outcomes: The podcast episodes obtained virtually 4,000 video views with 7% of the viewers at government director stage – a difficult-to-reach demographic. The influencer method delivered larger perceived worth than a brand-only podcast would have achieved, with trade benchmark-beating engagement charges and a pathway to deeper buyer relationships.
4. Occasion content material hub: HIMSS’ ‘Podcast Row’
Problem: HIMSS wanted to maximise content material creation and media protection at their 2024 International Well being Convention & Exhibition whereas encouraging on-site attendance and increasing the occasion’s affect past its bodily timeframe.
Answer: Relatively than launching a single podcast, HIMSS created “Podcast Row” – a devoted recording area at their convention the place a number of unbiased podcasters may document episodes. They developed structured “podcast pitches” to draw podcasters and coordinated appearances by trade consultants, successfully turning their occasion right into a content material creation hub.
Outcomes: This method generated a stream of on-site protection throughout a number of current podcasts, every with their very own established audiences. By inviting unbiased podcasters quite than making a branded present, HIMSS achieved broader attain and better credibility than would have been potential with a single branded podcast, whereas successfully remodeling attendees into content material creators.
5. Sponsorship technique: HSBC UK’s ‘Going International for Development’
Problem: HSBC UK wanted to place itself because the main skilled in worldwide commerce and enterprise enlargement in a aggressive banking atmosphere, reaching senior enterprise decision-makers via channels the place they had been already engaged.
Answer: Relatively than creating a brand new podcast in an already crowded market, HSBC strategically partnered with “The Information Brokers,” a preferred and credible podcast with a longtime enterprise viewers. They developed host-read adverts and audio clips that includes insights from their analysis report, complemented by further audio promoting by way of Spotify, Dax, and Acast.
Outcomes: The marketing campaign achieved 2 million podcast listens (115% above goal) and successfully amplified their analysis findings to a pre-qualified viewers. By sponsoring established podcasts quite than creating a brand new one, HSBC gained fast entry to their target market whereas benefiting from the hosts’ credibility and listener belief.
Widespread traits of profitable B2B podcasts
Throughout the award-winning podcast examples, a number of frequent success components emerge:
1. Skilled expertise funding
Essentially the most impactful podcasts utilized both:
- Skilled broadcasters (like PwC’s Ayesha Hazarika and Lizzie O’Leary)
- Established podcast hosts (like Mitie’s partnership with The Office Geeks)
- Trade consultants (like Honeywell’s collaboration with Steve Dennis)
2. Strategic integration with advertising goals
Profitable podcasts weren’t standalone initiatives however rigorously built-in with broader advertising objectives:
- Enfuce aligned podcast content material with occasion advertising
- Mitie used podcasts to highlight shopper relationships
- PwC prolonged thought management via audio
- HSBC amplified analysis findings by way of established channels
3. Subtle measurement approaches
High performers moved past fundamental obtain metrics to evaluate affect:
- Viewers composition evaluation (executive-level engagement)
- Consumption charges (PwC’s 72% versus trade benchmark of 50-60%)
- Platform benchmarking (Mitie’s comparability towards 125,000+ energetic podcasts)
- Cross-channel attribution (web site site visitors, lead era)
4. Visible identification consistency
Profitable podcast campaigns created coherent visible identities:
- PwC’s constant shade scheme (orange, tangerine, crimson) throughout all belongings
- Mitie’s stylized contributor headshots for humanizing technical content material
- Enfuce’s bodily sauna atmosphere as visible reinforcement
5. Multi-platform distribution technique
Main examples employed refined distribution approaches:
- Platform-specific optimization (Buzzsprout, Acast, Castbox)
- Social media amplification (significantly LinkedIn for B2B)
- Supporting content material ecosystems (touchdown pages, articles, video content material)
- Electronic mail nurture integration
Suggestions for manufacturers and companies
Based mostly on the award-winning examples, listed below are key suggestions for efficient B2B podcast integration:
1. Contemplate alternate options to creating a brand new podcast
- Companion with established podcasts quite than ranging from scratch
- Sponsor related reveals that already attain your target market
- Create podcast content material at occasions quite than as standalone initiatives
- Characteristic on trade podcasts as visitors quite than hosts
2. Spend money on skilled manufacturing
- Contemplate specialist manufacturing companions for technical high quality
- Use skilled hosts or broadcasters for polished presentation
- Develop clear visible identification parts that complement audio content material
- Set up high quality benchmarks towards trade requirements
3. Deal with viewers worth
- Spotlight shopper or accomplice voices quite than model messaging
- Handle real trade challenges quite than product options
- Contain credible exterior consultants to boost authority
- Create content material that works for audiences “on the go” (15-30 minute codecs)
4. Implement sturdy measurement
- Set up clear KPIs past obtain numbers
- Use platform analytics to benchmark towards trade requirements
- Monitor consumption metrics (completion charges, common hear time)
- Join podcast metrics to broader advertising goals
5. Combine throughout advertising combine
- Develop supporting content material ecosystems round podcast belongings
- Repurpose audio content material into a number of codecs (video, weblog, social)
- Use podcasts as dialog starters for gross sales and relationship constructing
- Contemplate podcasts as a part of occasion technique (pre, throughout, put up)
Essentially the most profitable B2B podcasts don’t attempt to replicate client podcast approaches however as a substitute align deeply with enterprise goals, give attention to viewers worth, and combine strategically inside the broader advertising combine. By studying from these award-winning examples, manufacturers can develop more practical podcast methods that ship measurable enterprise affect.
