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Is B2B Podcasting a Go-To-Market Strategy?

Whether you’re a revenue leader at a SaaS startup or a content creator at a marketing agency, you need to understand the role B2B podcasting plays in a go-to-market (GTM) strategy, how to best analyze brand podcasting data, and how that data can contribute to your overall marketing efforts and business growth.

We’ll cover these topics, look at how a B2B podcast marketing platform can help, and get insights on podcasting’s role in a modern go-to-market strategy and how the content marketing landscape is changing from Adam Schoenfeld, Lead Analyst at PeerSignal which researches modern go-to-market strategies for SaaS companies, and CEO and Co-Founder of Keyplay, a SaaS company itself that provides account research data. He shared his views on a recent episode of The Casted Podcast

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The Role Brand Podcasting Plays in a Go-To-Market Strategy

Podcasts are a powerful marketing channel for brand awareness and getting your brand’s name and positioning out in the marketplace. If you’re a startup, podcasting is the best choice for humanizing your brand while quickly and clearly outlining what you have to offer your audience. That means the channel is perfect for your go-to-market strategy. 

What’s a Go-To-Market Strategy?

A GTM strategy is a roadmap for launching your product or service into the marketplace and includes the following elements:

    • Identifying your audience (customer personas)
    • Creating your value proposition and messaging
    • Researching the market and your competitors
    • Determining your sales and pricing strategy (product-led or sales-led growth)
    • Selecting your marketing distribution channels and strategy
    • Choosing a customer experience strategy and funnel
    • Deciding on the best metrics for tracking

A solid GTM strategy is crucial for aligning your brand’s goals and resources with the way you position, market, and sell your product or service. It also supports a smooth customer journey from awareness to consideration to conversion. 

A SaaS GTM strategy should be built to draw in your target audience by leveraging tactics that engage through the channels your audience prefers. Typical key metrics include leads generated, daily average users, and newsletter subscribers, but depending on your industry, there may be other KPIs that will show how well your strategy is performing, such as Customer Acquisition Cost (CAC), Customer Lifetime Value (LTV), Close Rate, or Length of Sales Cycle. This is the time when you figure out what success looks like for you and your company, and create the plan on how to make it happen. 

Go-To-Market Strategy Benefits

A GTM strategy not only gives you a roadmap for launching your product or service, but it also benefits your brand in several important ways:

    • Establishing your business mission: If you can clearly answer questions about why your brand exists, what your product or service offers your customers, and what your brand’s values are that will drive the mission, your marketing and sales strategies will be soundly aligned. 
    • Knowing your market: By researching the marketplace, your target audience, and what the competition offers, you are in a much better position to effectively launch your product or service but also to continue improving your offering over time.
    • Saving money: Only a thorough GTM strategy can help you reduce marketing costs by identifying the marketing channels with the highest ROI and employing your messaging and content strategy to attract your target audience.
    • Reducing time to market: When you have your market positioning, messaging, and channel distribution strategy in place and aligned with your business mission, you’ll actually be able to take your offering to market faster. A content amplification strategy will also help here greatly.
    • Driving brand growth: A well-executed GTM strategy can accelerate your growth even in the early stages of a SaaS startup, setting your brand apart from companies without a completely thought-out roadmap. 

How Does Podcasting Fit in a GTM Strategy?

When you combine podcasting as part of your content marketing and SEO strategies, your brand can establish authority over the long term, solve user pain points, and generate demand. Because a podcast is an intimate setting where subject matter experts have conversations with a representative of your brand, it’s a strategic opportunity for executing your GTM approach.

Keep in mind that according to a BBC study, companies with brand podcasts see:

    • 89% higher awareness
    • 57% higher brand consideration
    • 24% higher brand favorability
    • 14% lift in purchase intent on average
    • 16% higher engagement and 12% higher memory encoding among listeners than the surrounding content

B2B podcasting is also an ideal channel for connecting with the brands you want to become your customers.  

    • 43% of decision makers use branded podcasts to get business-related content (MarTech). 
    • 44% of C-suite executives, VPs, and department heads consume podcasts (LinkedIn).

If we listened to your podcast, would you know? You would if you used Casted... Book a demoBest Ways to Analyze Podcast Data

Measuring the effectiveness of your brand podcast is the only way to know what’s resonating with your audience and how you can improve your show and content to better meet their needs and interests. 

While downloads and subscribers are the most common and basic metrics for launching a show and getting started on brand awareness, you really need a way to track engagement to see which topics and themes your audience pays the most attention to. Even better, you need a way to see who’s listening to or viewing your show and whether they’re a potential customer. 

The analytics feature in Casted does just this. With Insights, you can match 65% of your listening audience data with the brands that are tuning into your show and then leverage the following firmographic data for outreach and your account-based marketing strategy:

    • The companies that listeners/viewers work for
    • How many unique individuals from each company have engaged with your content 
    • Which content they listened to and how much of the content

This data provides a solid launching point for your ABM strategy and allows you to reach out to these engaged brands and begin building a relationship. One of the most common ways to put Insights data and podcast content together is by using short bite-sized clips from your show in your targeted outreach

Insights on How B2B Podcasting and Content Marketing Are Changing

GTM strategies and B2B podcasting are impacted by changes in the way audiences choose to interact. Here are three big insights around today’s shifts in marketing from Interpreting Brand Podcasting Data with Keyplay’s Adam Schoenfeld.

Early Adoption of Media and Content Strategies for Growing Companies 🔥 

As part of a modern GTM strategy, a brand has to determine the channels it wants to market through, and while content in general is still a reliable way to do this, video and podcasting are particularly effective ways to achieve brand awareness and attract an audience. The biggest development here is that SaaS startups are including a podcast as part of their GTM strategy at earlier stages than brands have in previous years.

Lower Entry Costs and Increasing Competition in the Content Era 🌐 

Before the cloud came along, it was expensive to enter the SaaS content marketing arena, but today, the barriers are much lower. Podcasting in particular doesn’t require a huge investment, and the ROI comes in as the podcast is leveraged for targeting your ideal customer. However, lower cost also means everyone can get in on it. Channels and categories become crowded, making it more crucial that your strategy captures your audience’s attention and makes your brand stand out from the rest. 

The Impact of AI on Marketing and the Urgency for Data-Driven Insights 🧩

As AI infiltrates all aspects of marketing, the technology will create opportunities for brands to be faster and more efficient, but with everyone leveraging AI, we’ll also see the content marketing space become overwhelmingly noisy, making it harder for a brand to differentiate itself from its competitors. This is a time of experimentation with AI in marketing, and where some brand’s marketing will be enhanced to better drive revenue, other brands will be disrupted.

Key Takeaways

A go-to-market strategy is essential to any SaaS startup, even more so in a crowded marketplace where it can be difficult to be heard above the noise. Among the channels you have to market through, B2B brand podcasting offers you the best way to directly speak to your audience, reveal your solution to their pain points, and show how human your brand is.

    • Adopt podcasting early on as part of your GTM strategy to promote brand awareness and your value proposition.
    • Create content with your brand’s unique angle that stands out from the crowd. A podcast is ideal, because not only can you leverage the show itself, but with an amplified marketing platform like Casted, you can repurpose and reuse content from your show in multiple formats across all your marketing channels.
    • Use brand podcasting data to create the content your audience wants. By combining SEO best practices and performance analytics (like Casted Insights), you can see your high-conversion pieces of content and optimize your content creation process to better target your audience. 

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For more on brand podcast strategy for your business, download The Marketer’s Complete Guide to B2B Podcast Strategy. If you’re ready to see the Casted platform in action, reach out to us. And if you’d like to see how a podcast can help grow your business, subscribe to The Casted Podcast on Apple Podcasts and Spotify