Every now and then, a new disruptor shakes up a well-established industry or practice, and the B2B marketing world experiences a flurry of excitement. Video streaming disrupted linear TV and provided frictionless, uninterrupted content viewing; digital publications disrupted the news cycle and democratized the flow of information; new social media platforms continue to launch and disrupt the way we stay connected online. Audio streaming is another new and exciting disruptor because it’s shaking up both the terrestrial radio and book industries as it redefines the landscape of storytelling and conversation.
Some disruptors are a flash in the pan, but podcasting has proven it has staying power for the long term. Podcast adoption has grown steadily and was kicked into overdrive in recent years–with 60% of podcast listening done at home, adoption was especially notable during the pandemic. Needless to say, we’re really excited about the growth and potential of podcasts!
Stats that prove the huge potential of B2B podcasts
Brands are shoring up spend towards their own high-value B2B marketing podcast offerings. Here are some compelling stats that prove the value of podcasts to the B2B marketing listener:
- In 2020, an estimated 100 million people listened to a podcast each month, and this figure is expected to reach 125 million in 2022. (Infinite Dial survey from Edison One and Triton Digital)
- Podcast listeners spend 30% of their audio time with the platform, more than any other audio source, including AM/FM radio. (Westwood One, 2021)
- 74% of listeners say they listen to podcasts to learn new things and 71% say they listen to be entertained. (Edison Research, 2019)
- 59% of listeners say they enjoy podcasts because they make them feel smarter. (Edison Research, 2019)
- There are avid fans of business podcasts in 13 million households and casual fans of business podcasts in 52 million households. (Nielsen Podcast Insights, 2018)
Our picks: Top B2B podcasts for marketers
As you may have heard, Uberflip’s co-founder, Randy Frisch, hosts a podcast called The Marketer’s Journey and we’re pretty pumped that it’s heading into its seventh season! But here’s what we’re listening to while we wait for new episodes of The Marketer’s Journey to drop. Take a listen to some of our favorite podcasts in the B2B marketing space.
Marketing podcast #1: The Data Cloud Podcast by Snowflake
The Data Cloud Podcast is an original podcast hosted by award-winning author and journalist Steve Hamm. In each episode, Steve speaks with a top thought leader in data to learn how they leverage the cloud to unite, share, and analyze data to drive business growth, fuel innovation, and disrupt their industries.
Marketing podcast #2: The Strategic Coach Podcasts
As the foremost coaching company for entrepreneurs, Strategic Coach offers a selection of podcasts that empower business owners and entrepreneurs. Tune in to Strategic Coach Podcasts to discover new ways of thinking.
Marketing podcast #3: Conversation Starters by Drift
Conversation Starters help you have more effective conversations that put the buyer first (and accelerate revenue for your business in the process).
Marketing podcast #4: DemandGen Radio by David Lewis
Learn the top marketing methods and technologies for driving growth at DemandGen Radio, hosted by David Lewis, digital marketing pioneer, and partner at BDO Digital, Demand Generation Group.
Marketing podcast #5: Social Pros Podcast by Convince & Convert
Social Pros is an award-winning podcast that shines the spotlight on social media practitioners, people doing the real work for real companies. Listen for inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.
Marketing podcast #6: Marketing Over Coffee with John J. Wall and Christopher S. Penn
If you’re looking for a light yet thoughtful discussion about what we’re experiencing in the B2B marketing space and the intersection of marketing and technology, give Marketing Over Coffee a try! The hosts record from a coffee shop and cover a wide array of marketing topics in casual conversations that feel like you’re out for a coffee with your work pals.
Nothing captivates an audience better than sight, sound, and motion–the principle that makes media such as video and audio streaming so powerful to consumers. The podcast space is becoming a key resource for B2B marketing professionals to find practical tips and inspiration, or to commiserate alongside industry peers about the challenges we all face together. Enjoy all of this new listening material. Maybe next year we’ll see your name on this list, too!