For B2B SaaS Companies, Podcasts are a No-Brainer
The most surprising thing about podcasts is….
Not every B2B SaaS company has one yet.
Most companies have blogs and make videos, but they’re ignoring podcasts.
Frankly, it’s a huge strategic mistake that should be fixed ASAP.
Podcasts are a great way to:
✅ Create relationships with prospects and customers.
✅ Spark a huge number of ideas to power content marketing.
✅ Establish brand awareness and thought leadership
✅ Build a personal brand for your senior executives
✅ Develop partnership opportunities.
Given the benefits, why isn’t every B2B SaaS company all over podcasting?
✅ They think it’s too much work. Wrong. A podcast can be done in two to three hours.
✅ The landscape is saturated and it’s too late to get into the game. Wrong. There are 2.1 million podcasts but only 850K are active, according to Edison Research.
✅ It’s expensive. Wrong. Upfront costs can be as little as $100. Ongoing costs for editing and hosting can be less than $25/month.
✅ People don’t listen to podcasts. Wrong. A 2019 survey found that 51% of consumers over the age of 12 in the U.S. listen to podcasts.
Personally, launching a podcast (Marketing Spark) a year ago was one of the best moves professionally that I’ve ever made.
As a B2B SaaS company, podcasting is a powerful way to attract, engage, and have conversations with the people who matter.
A podcast can drive build brand awareness, drive leads and sales, and generate huge amounts of valuable insight and content ideas.