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Podcasts – an effective B2B marketing tool?

All over the world, people are listening to podcasts podcasts. Industry experts agree that they will continue their successful trajectory. One obvious reason for this in our fast-paced, on-demand world is that they offer a good way to access entertaining content anytime, anywhere or learn more and educate ourselves. Another strength is the breadth of topics offered compared to traditional radio stations and audiobooks. This means that even target groups with very specific areas of interest can usually find what they are looking for among the growing selection of podcasts on offer.

February 2020

Production and distribution


Podcasts are relatively easy and inexpensive to produce and this has contributed to the growth of the format. Little more than a microphone and some audio recording and editing software, such as Apple’s Garageband, are needed for the simpler versions. There are various ways to then distribute your podcast, whether via your own website or a platform such as Soundcloud, Spotify or YouTube. With relevant content tailored to the target group and professional production quality, you are more likely to successfully stand out from your many competitors.

Conscious listening

In addition to conventional providers of media formats, such as radio stations, magazines and newspapers, more and more companies are using podcasts as a tool in their marketing mix. Successful podcasts are a useful advertising platform in the B2C segment. After all, one key advantage of podcasts is that they are consciously consumed by listeners, which means that the content and messages actually get through. In Germany, for example, almost 40% of the people surveyed as part of a Bitkom study said that they listen to podcasts in their entirety. Audio marketers can help with identifying and using the right (target) formats.

Many possible uses

Podcasts can also be used in many different ways in corporate communications. As already mentioned, they may serve as audible versions of blogs, accompanying email newsletters or social media activities, or audio webinars, but may also be used in the context of events, perhaps to distribute talks or interviews as part of the follow-up process. With the right approach, this relatively easily accessible tool can generate additional reach and attention.

In the B2B segment, podcasts can work well as part of a content marketing strategy and are especially useful for explaining more complex interdependencies and backgrounds, thereby opening up an additional channel that can be used to demonstrate authority and expertise on important sectoral topics and industry challenges. And it is worth remembering that podcasts are also a good fit in internal communication and can be used as another channel for internal training and further education, for instance.

Podcasts are utilised in just as many different ways at Messe Frankfurt. The Ambiente trade fair, for example, provides interesting insights into the consumer goods industry with its podcast of the same name (Ambiente). International experts share exclusive insights, with podcasts featuring, among others, designers talking about upcoming design trends as well as scientists and consultants explaining new developments and strategies. Anyone who missed Hypermotion in November 2019 can catch up via the Hypermotion event podcast. From air taxis and hyperloops to cyborgs – experts explored smart solutions for the mobility and logistics of the future in three interesting panel discussions at Hypermotion 2019. These innovative future topics are now also accessible to everyone after the event.

Performance measurement

You won’t get far by waiting for your target group to find your podcast by itself. Besides providing high-quality content with added value, it is important to drive awareness of your podcast across all channels: from search engine marketing and social media to PR. And, of course, performance matters and can be measured by, for example, counting the number of downloads or subscriptions in order to determine the impact on lead generation.


  • Digital Marketing
  • Digital Trends