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Why B2B Marketers Should Include Podcasting for Lead Generation

B2B lead generationSuccessful B2B marketing businesses employ a balance of programs in their marketing strategy. Not relying on just one channel, but including multi-channel campaigns, can bring in leads at various stages of the funnel. As time passes and technologies change, some methods can become outdated or irrelevant. Surprisingly, podcasts have seen a recent swing in popularity because of the dominating role mobile has played. Combine high quality and relevant content with the right strategy, and businesses can use B2B podcasts for effective lead generation.

According to Edison Research, 30 percent of the population said they listened to an audio podcast in 2014, and that number continues to increase every year. Build a realistic vision for a podcast and the ways it can enhance an existing B2B marketing strategy. For example, a podcast won’t generate the same quantity of leads as a webinar or an outbound call.

They do, however, target a niche audience. This means listeners make an intentional choice to tune into content they find relevant. Businesses can use podcasts as an opportunity to position their brand as a valuable resource for education.

The idea is to leverage podcasts as one marketing tactic in a larger lead generation strategy. Technology Advice encourages B2B business to use podcasting to improve brand awareness, connect with key prospects and build a contact list for email nurturing.

As an innovative inbound marketing agency, KEO Marketing can help with all aspects of your content marketing efforts. Contact us to learn more or download our complimentary Advanced Content Marketing Guide today.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.