Why B2B Decision-Makers Listen to Podcasts

Lucy Mann is the founder of Gunpowder Consulting Ltd. and the host of the podcast Small Spark Theory. Lucy's journey into the podcasting world began in 2017, inspired by a need to help agencies tackle new business challenges and driven by the principle of marginal gains, a concept she borrowed from elite athletes to apply to business strategies. We discuss: Invitations to speak at industry eventsInspiration from events, radio discussions, or conversationsBeing intentional about addressing audience needsRealisation of agency needs for new business and marketing strategies

David Brear is the CEO of the renowned fintech challenger consultancy, 11:FS. Prepare for a rich dialogue filled with personal anecdotes, expert insights, and robust discussions about podcasting. David will dive into the Fintech Insider podcast's journey—from its initial stages of strategically selecting guests to becoming the biggest fintech podcast globally, boasting over 28 million downloads. We discuss: The role of the podcast as the primary marketing toolThe Importance of having multiple hostsEngagement strategies: dialogue vs. monologuePrioritising content quality over technical excellenceAuthenticity and Brand Identity

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Alisha Lyndon, the CEO of Momentum ITSMA. Alisha explains how her company uses the power of podcasting to grow their business and foster a genuine connection with their audience and existing clients. Whether you're considering starting a podcast or looking to improve your existing one, Alisha's insights today will help you bridge the gap to meaningful growth. We discuss: Strategies for creating derivative content from podcast episodesIntegration of podcasting into broader business activitiesThe importance of creating intentional, client-focused content

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Harry Morton, Founder and CEO of Lower Street Media.With a focus on the newly released report called "Podcasting for Influence," Harry shares invaluable insights into why senior decision-makers consume podcasts, how they interact with audio content, and the profound impact of podcasts on brand influence and consideration.  We discuss: The recent release of a report called Podcasting for InfluenceSenior leadership's preference for podcastsImpact of podcasting on brand favorability and considerationRecommendations for B2B brands to leverage podcasts as part of their growth strategy

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Fatima Zaidi, Founder & CEO at Quill, the founder and CEO of Quill, a full-service podcast production agency and  CoHost, a measurement platform supporting brands in podcasting.Fatima shares her expertise in the world of branded podcasts, discussing strategies for creating engaging content, promoting shows effectively, and measuring success through data-driven analytics. She provides insights into the challenges faced by B2B brands venturing into podcasting and offers valuable advice on overcoming these hurdles. Additionally, she delves into the future of branded podcasts and emerging trends that are shaping the industry. We discuss: The Importance of authenticity over mass downloadsHow to make an entertaining business podcastHow to grow your audience Use of podcasts as a lead generation and sales toolSecrets of podcast success

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I speak with Joe Hine, Partner at SI Partners and host of the "Inflection Points" podcast. We delved into the challenges of crafting engaging content in a niche market, building relationships through podcasting, and the delicate balance of adding value while respecting confidentiality.We discuss: The role of podcasting in building relationships with existing and potential clientsThe decision to involve Joe as an integral part of humanising the brandA deliberate focus on creating a niche audience rather than a general oneGuest selection process

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. In this episode, I’m diving deep into the heart of business podcasting with Arielle Nissenblatt the self-described Podcast and Audio Person and Founder and Head Curator at EarBuds Podcast Collective.The conversation will also shed light on the misconceptions surrounding ratings, reviews, and their impact on your podcast's visibility. We're talking trailers, playlists, and power moves for growing your listener base—essential insights for anyone serious about podcasting.If you're wondering about practical tips for your production, you won't be disappointed. We also  discuss: The art of crafting captivating segmentsThe importance of storytelling and vulnerabilityThe role of collaborations and promo swapsUtilizing newsletters to reach potential listenersPitching to podcast apps for greater visibility

Welcome back to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. Today I speak with Ali Hussain the host of How to Grow a CMO podcast by The Marketing Practice. We uncover the strategic elements that make podcasting truly client-centric, the art of interviewing CMOs from someone of the most valuable B2B brands on the planet, and the crucial balance between an engaging host personality and the valuable insights of guests. We also  discuss: The value of podcasting for consultancies and marketing agencies Podcasting as a way to contact hard-to-reach senior decision-makers.How podcasts can create a balanced vendor-client relationship.The future of B2B podcasting

Welcome to the B2B Podcast Masterclass, the show that helps you launch and grow a successful business podcast. Today I speak with Laura Barnes, PR and communications lead at Wipro.From launching Mimecast's “Fishy Business” podcast with zero budget to creating a ripple effect in cybersecurity discussions—Laura proved that with trust and a strategic approach, success isn't always in the numbers.We discuss: Launching the "Fishy Business" podcast with no budgetCreating engaging and Impactful podcast contentUsing the lack of a promotion budget for organic reachUtilising extensive research for high-quality episodesMeasuring Success for B2B Podcasts

This week, I talked to Bob Sheard, the Founder of FreshBritain, who has been at the heart of some of the most transformative branding stories in the world.Bob has a remarkable career, from rejuvenating world-famous brands like Levi’s and Dr. Martens to advising political powerhouses in India. His journey is a testament to the power of brand design.From running ultra-marathons to reimagining advertising campaigns, Bob's journey is inspiring. That’s a word that’s overused in media but I’ve interviewed hundreds of agency leaders and Bob is every bit as impressive as I heard he was and more. We discuss: How the skills and perspectives behind brand design can be a catalyst for solving global challenges, across all industries.How Bob's immersive approach, including running ultra-marathons, reshapes our understanding of brand influence and its profound impact on everything from politics to private equity.