Podcasting has turn into a robust instrument for B2B entrepreneurs to interact their viewers, construct thought management, and showcase their experience. In contrast to conventional content material codecs like blogs and whitepapers, podcasts present a conversational and fascinating solution to join with listeners on a deeper stage.

In B2B, podcasts permit CMOs to focus on area of interest audiences with related, invaluable content material whereas positioning their model as an {industry} chief. However whereas the advantages of podcasting are clear, one query stays: How will you measure its influence?

1. The podcast attribution problem: Why measuring ROI is hard

Probably the most vital challenges CMOs face is proving the ROI of their podcasting efforts. In contrast to different advertising channels, podcasts don’t supply direct conversion metrics, and monitoring their function within the purchaser journey may be difficult.

Podcasts typically help, spark curiosity, or nurture relationships early within the funnel. This oblique affect makes it difficult to tie particular leads or alternatives to your podcast. Nonetheless, podcast attribution can turn into extra measurable and actionable with the suitable strategy to promotion and monitoring.

2. The ability of incorporating your podcast into an built-in marketing campaign

You’ll be able to measure and attribute higher if you arrange your podcast as a part of an built-in marketing campaign. 

Plan an built-in marketing campaign strategy:

Cross-channel attain: Repurpose your content material and put it on the market by a number of platforms, together with social media, emails, blogs, newsletters, and even paid promoting; it can maximize viewers attain and engagement. 

Constant messaging and branding: By aligning podcast content material with broader advertising efforts, you keep a unified message and aligned subjects that reinforce your model id and resonate along with your audience throughout all touchpoints.

Enhance marketing campaign effectiveness: Integrating podcasts right into a extra intensive advertising marketing campaign leverages all advertising channels, driving site visitors, producing leads, and making a measurable influence, making certain your podcast contributes on to your total enterprise objectives. Podcasting can turn into a part of your engagement technique with goal accounts, a part of your advertising technique, and a part of your gross sales technique. 

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3. Leveraging natural social media to advertise and monitor podcasts

To make podcasting measurable, CMOs must deal with promotion and engagement. Natural social media, particularly LinkedIn, is a essential channel for amplifying your podcast’s attain. Why LinkedIn? It’s the place B2B professionals are actively networking, studying, and fascinating with industry-relevant content material.

Right here’s the right way to maximize LinkedIn for podcast attribution:

  • Create campaign-based posts: Construct posts highlighting key takeaways, quotes, or visitor insights out of your podcast episodes.(Don’t overlook to tag your visitors to faucet into their networks!)
  • Tag goal accounts and influencers: Have interaction with key stakeholders and encourage them to work together along with your content material.
  • Analyze engagement metrics: Measure likes, feedback, shares, and clicks to see how your audience responds.

These metrics present invaluable perception into which subjects resonate most along with your viewers and may help you refine future content material and podcasts.

4. How podcast promotion influences the client journey and lead technology

Podcasts are a gateway to your broader advertising funnel when promoted successfully on LinkedIn and different social platforms. Listeners who interact along with your podcast posts could go to your web site to discover your choices, obtain sources, or join a demo.

For instance, after seeing a podcast put up on LinkedIn, a prospect could click on by to study extra about your platform. This publicity builds familiarity and belief, priming them for future conversations along with your gross sales staff.

Podcasts additionally excel as a instrument for educating potential consumers. By presenting complicated subjects in an accessible format, they’ll nurture leads and affect alternatives over time.

The essential level is that you just promote the podcast’s content material, however it’s not nearly listening to it.

5. Podcasts as a strategic part of your content material advertising plan

A profitable B2B content material advertising technique is numerous and multifaceted. Whereas blogs, guides, and movies stay important, podcasts convey one thing distinctive: authenticity and connection.

Podcasts assist you to handle content material subjects in higher depth and showcase the persona and experience of your model’s leaders. They’re not a alternative for different codecs however a complement that strengthens your content material technique.

Integrating podcasts into campaign-based content material methods ensures consistency and alignment throughout channels. When mixed with weblog posts, social media updates, and movies, podcasts can amplify your message and maintain your viewers engaged.

6. Utilizing knowledge to trace and affect podcast-driven alternatives

Monitoring podcast efficiency begins with the suitable instruments and metrics. Use LinkedIn analytics, or Oktopost, to determine which posts drive essentially the most engagement and clicks. From there, combine these insights along with your CRM or advertising automation platform to see how these engagements affect your pipeline.

Pay shut consideration to engagement from goal accounts. Are key decision-makers commenting, liking, or sharing your podcast posts? If that’s the case, it signifies your content material is resonating and constructing momentum with the suitable viewers.

Past monitoring, use this knowledge to refine your content material technique. For instance, if a podcast episode drives vital engagement, contemplate making a follow-up episode, weblog put up, or webinar on the identical subject.

7 examples of impactful B2B advertising podcasts

B2B Growth by Sweet Fish Media

  • This podcast shares actionable insights on content material advertising, account-based advertising (ABM), and extra. Candy Fish Media makes use of the podcast as a model management instrument whereas nurturing leads by its extremely related content material.

B2B Podcast Attribution Sweet Fish Media

 

Marketing against the grain by HubSpot

  • HubSpot leverages this podcast to debate inbound advertising methods and developments. The podcast drives web site visits and curiosity in HubSpot’s advertising instruments by sharing sensible recommendation.B2B podcast attribution Against the grain by Hubspot

The Marketing Cloudcast by Salesforce

Salesforce focuses on advertising innovation and management; this podcast showcases Salesforce’s thought management within the advertising know-how area. It’s a cornerstone of their content material technique, serving to to construct belief with prospects.

B2B Podcast Attribution the Marketing Cloudcast podcast by salesforce

Radically Transparent by Oktopost 

Radically Clear, offered by Oktopost, is a podcast geared in the direction of the modern-day B2B marketer. Every episode shines a lightweight on the inside workings of B2B management, together with what retains profitable CEOs, CMOs, and VPs up professionally at evening. This podcast is a lead-generation advertising instrument for Oktopost

 

B2B Podcast attribution radically podcast transparent by Oktopost

Behind the Post by Oktopost

Behind the Put up is a podcast by Social Media Managers for Social Media Managers, from cracking the code of algorithms to crafting thumb-stopping content material. His podcast connects the Oktopost person group of social media managers and their friends.  

B2B podcast attribution Behind the Post by Oktopost

 

8. Driving progress with podcasts and LinkedIn

Case research: Gong’s Reveal: The Revenue AI podcast by Gong podcast

Gong, a number one income intelligence platform, makes use of its podcast, “Reveal: The Income AI Podcast,” to drive model consciousness, interact goal accounts, and generate leads.

Technique:

  1. Promotion on LinkedIn:
    Gong promotes every podcast episode on LinkedIn with focused campaigns, leveraging extremely participating content material equivalent to key takeaways, skilled quotes, and actionable insights. Posts typically tag visitors, who’re sometimes {industry} thought leaders, rising the visibility of every episode.
  2. Integrating UTM monitoring:
    Hyperlinks to the podcast episodes shared on LinkedIn and different social platforms embody UTM parameters. This enables Gong to trace site visitors to its web site instantly from podcast promotion efforts.
  3. Cross-Channel technique:
    Gong enhances its podcast efforts with weblog posts, guides, and movies centered round related subjects, making a unified and strong content material ecosystem.

Outcomes:

  • Gong’s podcast episodes repeatedly appeal to 1000’s of listeners, driving web site site visitors and rising publicity to its income intelligence platform.
  • LinkedIn engagement metrics like likes, shares, and feedback are key indicators of podcast success and affect over goal accounts.

Combining podcasting with strategic LinkedIn promotion and UTM monitoring, Gong aligns its podcast content material with its lead technology and model management objectives. This integration demonstrates how B2B podcasts can affect alternatives when supported by robust attribution methods.

Reveal, the income AI podcast by Gong

Reveal: Gong’s income AI podcast options interviews with gross sales and income operations leaders, providing actionable recommendation and insights for gross sales professionals. This aligns with Gong’s positioning as a thought chief in income intelligence whereas not directly selling its platform.

Lead technology insights

    1. LinkedIn engagement is a funnel entry level:

      • Gong closely promotes podcast episodes on LinkedIn, utilizing a mixture of:
        • Quick video clips with visitor highlights.
        • Key insights and actionable takeaways from episodes.
        • Posts tagging featured visitors and thought leaders to amplify attain.
      • LinkedIn is considered one of Gong’s best B2B lead-generation channels. Their posts typically obtain a whole bunch of likes, feedback, and shares, significantly from goal accounts equivalent to gross sales leaders, CROs, and RevOps professionals.
      • Whereas particular metrics from the podcast alone aren’t revealed, LinkedIn engagement metrics (e.g., put up views, clicks, and shares) are a big indicator of how Gong makes use of podcasting to draw and nurture leads.

    2. Site visitors to Gong’s web site from podcast promotions:

      • Gong tracks web site visits from podcast-related LinkedIn posts and makes use of UTM tags to evaluate how these efforts convert guests into free trial sign-ups or demo requests.
      • In a LinkedIn put up, Devin Reed, Gong’s income chief, shared that content material from Gong’s weblog, webinars, and podcasts typically contributes to a good portion of inbound inquiries and leads.

    3. Pipeline contribution from content-led methods (Together with podcasts):

      • In a webinar and varied public interviews, Gong shared that its content material advertising efforts drive round 80% of its inbound pipeline.
      • The podcast is a part of a multi-channel technique integrating blogs, webinars, experiences, and social media to funnel prospects into their platform.

    4. Affect on model consciousness and long-term relationships:

      • Gong makes use of the podcast to interact with {industry} leaders (e.g., featured visitors), who typically turn into clients or advocates.
      • By providing value-first content material (just like the podcast), Gong attracts high-quality leads who’re already acquainted with their insights and experience
        earlier than participating with the gross sales staff.

Extra about Gong’s LinkedIn technique here

Gong Reveal Paid Ad with Adam Carr Head of Global Sales MIRO

Key metrics 

  • Podcast-driven LinkedIn engagement:

    • Put up impressions, likes, and feedback from goal accounts.
    • Clicks from LinkedIn posts to UTM-tagged podcast hyperlinks.

  • Site visitors to the web site:

    • UTM-tagged URLs from podcast promotional content material.

  • Lead conversion metrics:

    • % of podcast-driven guests who request a demo or join a trial.

  • Podcast listener analytics:

    • Analytics of downloads and streams of episodes by subject (through platforms like Spotify, Apple Podcasts, and many others.).

Gong demonstrates how podcasts generally is a lead-generation engine when built-in with social media promotion, strategic visitor choice, and a powerful deal with offering value-driven content material. 

Attribution may be difficult, however Gong’s strategy ensures that its podcast serves as each a model consciousness instrument and a contributor to inbound leads.

Abstract desk: Podcast attribution and lead technology

Attribution Space Strategy Metrics/Insights
LinkedIn Engagement Selling podcast episodes on LinkedIn utilizing video clips, visitor highlights, and key takeaways.  Excessive engagement from goal accounts (e.g., gross sales leaders, RevOps professionals).

 A whole bunch of likes, feedback, and shares on LinkedIn posts.

Web site site visitors from podcast posts Makes use of UTM-tagged hyperlinks in social media posts to trace site visitors from podcast promotions. Tracks guests to Gong’s web site by LinkedIn posts that promote podcast episodes.

Hyperlinks tied to demo requests or free trial sign-ups.

Lead pipeline contribution Mix podcasts with blogs, webinars, and experiences as a part of a multi-channel content material technique. Content material advertising (together with podcasts) drives ~80% of Gong’s inbound pipeline.
Podcast listener analytics Measures episode downloads and streams on platforms like Spotify and Apple Podcasts. Listener knowledge helps determine well-liked subjects and refine future episodes.
Visitor engagement and advocacy Options {industry} leaders as podcast visitors, fostering relationships with high-value prospects. Company typically amplify Gong’s attain by sharing episodes and typically convert into clients/advocates.

 

9. Podcast attribution measurement suggestions

 

Attribution methodology How It really works Instruments to make use of
LinkedIn put up engagement Measure likes, feedback, shares, and clicks on podcast promotion posts. Social media analytics
Goal account interactions Observe engagement from key decision-makers and goal accounts. CRM and Social knowledge integrations
Web site site visitors from podcast hyperlinks Use UTM parameters to trace clicks from social media to your web site. Google Analytics, URL builders
Podcast downloads and streams Measure the variety of episode downloads and listens on platforms like Spotify. Podcast internet hosting platforms 
Lead technology metrics Analyze CRM knowledge to attach podcast engagement to alternatives or offers. HubSpot, Salesforce, Marketo, and different CRMs

 

10. Make podcast attribution a part of your technique

Whereas podcast attribution could seem difficult, it’s removed from not possible! By leveraging natural social media, significantly LinkedIn, CMOs can monitor podcast engagement, acquire insights into their viewers, and refine their content material methods.

When performed strategically, podcasting turns into each a brand-leadership instrument and a measurable lead-generation tactic. Embrace it as a part of your broader B2B advertising plan, and also you’ll see its influence in your pipeline and model status develop.


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