Why Every B2B Company Should Start A Podcast (Marketing Spark)

In this episode of Confessions of a B2B Marketer, Tom & Mark discuss how podcasts can be used to connect with prospects, customers, and influencers and generate a ton of content (blog posts, social media updates, videos).

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".

We talked about:

Whether companies are still enthusiastic about podcasts
How to sell a podcast to a 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.

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