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 12 months. However though many B2B manufacturers can have their very own podcast (generally a number of podcasts!) integration inside campaigns remains to be comparatively low, with solely 14% of entries together with some type of podcast alignment or integration.
So what do B2B manufacturers and businesses have to know to make extra of this highly effective and intensely private advertising channel? As a part of my ongoing evaluation of the entries to the B2B Advertising Awards 2024, listed below are some examples of podcast marketing campaign integration greatest observe, and a few recommendation on methods 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 “scorching matters” in fintech, cleverly connecting the corporate’s Nordic heritage with trade discussions. The bodily setting 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 properly past the preliminary occasion, extending the marketing campaign’s lifespan considerably.
2. Consumer-spotlight technique: Mitie’s ‘Science of service’ podcast
Problem: Amenities administration agency Mitie wanted to raise their model notion past conventional amenities companies and show their tech-enabled, transformative method whereas reaching audiences that had confirmed tough to interact by way of current content material channels.
Answer: Reasonably than making a brand-centric podcast, Mitie partnered with established trade podcasters “The Office Geeks” to create a collection 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 prime 10% of worldwide podcasts in keeping with Buzzsprout’s information throughout 125,000+ lively 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 collection
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 knowledgeable Steve Dennis as an influential voice already participating with their goal accounts. Reasonably 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 govt director stage – a difficult-to-reach demographic. The influencer method delivered increased 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 World Well being Convention & Exhibition whereas encouraging on-site attendance and increasing the occasion’s affect past its bodily timeframe.
Answer: Reasonably than launching a single podcast, HIMSS created “Podcast Row” – a devoted recording house at their convention the place a number of unbiased podcasters might file episodes. They developed structured “podcast pitches” to draw podcasters and coordinated appearances by trade specialists, 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 attainable with a single branded podcast, whereas successfully remodeling attendees into content material creators.
5. Sponsorship technique: HSBC UK’s ‘Going World for Development’
Problem: HSBC UK wanted to place itself because the main knowledgeable in worldwide commerce and enterprise growth in a aggressive banking setting, reaching senior enterprise decision-makers by way of channels the place they had been already engaged.
Answer: Reasonably than creating a brand new podcast in an already crowded market, HSBC strategically partnered with “The Information Brokers,” a well-liked 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 extra audio promoting through 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.
Frequent traits of profitable B2B podcasts
Throughout the award-winning podcast examples, a number of widespread success elements 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)
- Business specialists (like Honeywell’s collaboration with Steve Dennis)
2. Strategic integration with advertising aims
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 consumer relationships
- PwC prolonged thought management by way of audio
- HSBC amplified analysis findings through established channels
3. Subtle measurement approaches
Prime performers moved past primary 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+ lively podcasts)
- Cross-channel attribution (web site visitors, lead technology)
4. Visible identification consistency
Profitable podcast campaigns created coherent visible identities:
- PwC’s constant colour scheme (orange, tangerine, purple) throughout all property
- Mitie’s stylized contributor headshots for humanizing technical content material
- Enfuce’s bodily sauna setting as visible reinforcement
5. Multi-platform distribution technique
Main examples employed refined distribution approaches:
- Platform-specific optimization (Buzzsprout, Acast, Castbox)
- Social media amplification (notably LinkedIn for B2B)
- Supporting content material ecosystems (touchdown pages, articles, video content material)
- Electronic mail nurture integration
Suggestions for manufacturers and businesses
Primarily based on the award-winning examples, listed below are key suggestions for efficient B2B podcast integration:
1. Take into account options to creating a brand new podcast
- Accomplice 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
- Function on trade podcasts as friends quite than hosts
2. Spend money on skilled manufacturing
- Take into account 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. Concentrate on viewers worth
- Spotlight consumer or companion voices quite than model messaging
- Tackle real trade challenges quite than product options
- Contain credible exterior specialists to reinforce 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
- Observe consumption metrics (completion charges, common pay attention time)
- Join podcast metrics to broader advertising aims
5. Combine throughout advertising combine
- Develop supporting content material ecosystems round podcast property
- Repurpose audio content material into a number of codecs (video, weblog, social)
- Use podcasts as dialog starters for gross sales and relationship constructing
- Take into account podcasts as a part of occasion technique (pre, throughout, put up)
Essentially the most profitable B2B podcasts don’t attempt to replicate shopper podcast approaches however as an alternative align deeply with enterprise aims, concentrate on viewers worth, and combine strategically inside the broader advertising combine. By studying from these award-winning examples, manufacturers can develop simpler podcast methods that ship measurable enterprise affect.
