3 Ways Sales Can Use Podcasting To Engage Buyers

Sales and marketing are two sides of the same revenue-operations coin. Both are working to help an organization win customers and gain market share. As B2B SaaS solutions proliferate, it’s more important than ever for brands to create effective ways to reach their target audiences. And, as brand podcasting becomes an increasingly effective way for marketers to reach their target audience, sales teams can tap into this growing channel to connect with prospects.

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Sales teams should harness the power of podcasting to better engage prospects. Why? Because podcasting is a medium that’s creating more authentic connections than a sales sheet can offer. How? It’s as easy as sending a customer a link to a certain episode, or getting them to subscribe to the show in their preferred podcast hosting app. When a listener feels connected to a brand through their podcast, they’re more likely to become a customer.

Let’s discuss three ways to energize sales efforts with your brand podcast.

Let your expertise shine

Your goal with a brand podcast is ultimately to drive value for your audience. How do you do that? By sharing knowledge with your audience. It’s no secret that subject matter experts make excellent guests. Whether internal or external, thought leaders provide unique insights that are likely unavailable elsewhere. (Yes, even if the thought leader has been on a different podcast, the conversation on your podcast is unique!)

As you curate a roster of thought leaders and episodes, start thinking about how they can be used to create a personalized experience for different prospects. For example, you could create a playlist of targeted episodes for a prospect, or a mix of clips from different episodes. The beauty of podcasts is that they build more intimate relationships with listeners. Studies show that, “The intimate and conversational nature of the podcast environment creates an elevated state of engagement for brand mentions. This also drives brand metrics across the board, helping to generate lifts in awareness, brand consideration, brand favorability, and purchase intent.”

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ABM – no – ABP

Account-based marketing. Account-based podcasting. ABP is just a new technique on delivery for ABM methods – through podcasting. If you’re already creating a brand podcast, it’s an easy lift to use prospect pain points to drive episode topics. Then, you can slice and dice content and deliver clips (or full episodes) to prospects to push them through the sales cycle. This approach to a personalized selling experience provides the most relevant content to high-value, target accounts.

Including customer testimonials

Perhaps one of the most powerful anecdotes in the sales process is customer testimonials. What better way for prospects to uncover your organization’s value than to hear a customer tell their story in their own words via podcast? Customers are sure to share powerful pieces of wisdom unavailable elsewhere.

And, the value of having customers on the show doesn’t stop when the episode goes live. You can transcribe the episode, use it for blog content, create written case studies and clip the episode for social media fodder. The opportunities are endless once you record the conversation.

A final note about the versatility of the brand podcast in sales. Podcasts are on-demand content that a prospect can listen to anytime. So, let’s say the prospect is booked and isn’t able to speak with a sales rep for a few weeks. Your sales rep can share a podcast episode relevant to the prospect which will get them thinking about your brand. They might even listen to more than one episode! The on-demand nature of podcasts is a total asset in the sales process because they meet prospects where they are whether that’s putting away dishes, driving to/from work or walking the dogs.

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Your brand podcast might live under your marketing function, but its reach doesn’t have to stop there. Your podcast is also a valuable resource to share with prospective customers to explain your organization’s value proposition and new ideas from other thought leaders in the industry.

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