Learn why big B2B SaaS Companies are Betting big on Podcasts
In today’s digital marketing world, establishing a connection with a customer takes time and needs to be a priority. B2B SaaS podcasts can help in providing insight into the goals of the company and bring satisfaction of the customer.
The guests on these podcasts are generally high-profile experts of the field with a vast experience in their respective fields behind them, thereby making the podcast highly engaging and popular.
A good strategy for any successful podcast is to cement details like podcast style, average time length of episodes, consistency of release, etc. In fact, according to a survey by LinkedIn, 44% of the B2B podcast audience will comprise of department heads, VPs, owners, and c-suiters.
B2B SaaS companies use podcast videos to engage in content-based networking, to create awareness through content marketing and to build industry authority for the brand.
Podcast videos help in connecting directly with potential users to promote the product, control the narrative of the brand as well as the review surrounding the product, and establish credibility in the field. Engaging and entertaining, podcast videos help in expediting the growth of a company, apart from providing an independent, steady revenue stream for the company.
Well-made, professional-looking podcast videos can even help companies in catching the attention of senior influences, experts, and high-level decision makers of the industry. Podcast videos can prove to be an effective marketing tool as they help in sharing information about the brand, discussing the current trends of the industry, communicating about the product features, and sharing insights about the company.
About Podcast: Hosted by Omer Khan, the primary mission of this podcast is to help early stage B2B Saas founders and business owners in launching, growing and building their businesses successfully.
The SaaS Podcast has over 300 in-depth interviews With founders and entrepreneurs of the field to give information about the latest trends, the building blocks to laying the foundation of your own business and strategies to overcome expected hurdles.
Josh Haynam, co-founder and CEO of Interact; Tony Summerville, founder and CEO of Fleetio; Paul Orlando, founder of Startups Unplugged and Heather Staff, co-founder of Street Group are some of the most important guests to have appeared on The SaaS Podcast.
About the Host: Based out of Greater Seattle Area, Omer Khan is the founder of SaaS Club and the host of The SaaS Podcast.
Podcast Upload: Every Monday
Avg. Length: 48 minutes
About Podcast: Hosted by the award-winning Canadian entrepreneur and coach Dan Martell, the podcast SaaS Growth Stacking is known to be crisp, short and focused on the point.
The topics on this podcast range from reducing churn, fundraising, pitching, and growth hacking. This weekly podcast covers everything related to SaaS and gives holistic strategies and implementable insights on how to manage growth, tackle competition and think like the top founders of the B2B SaaS field, all in under 10 minutes.
About the Host: Dan Martell lives in British Columbia, Canada and is the Managing Partner at High Speed Ventures and a Growth Coach at SaaS Academy. He is also the host of the podcast SaaS Growth Stacking. He is an award-winning Canadian entrepreneur, investor, and has coached over 600+ SaaS founders including clients like ClickFunnels, Proposify, and Carrot.
Available On: Apple podcasts, Stitcher, PlayerFM
Podcast Upload: Once a week
Avg. Length: 9 minutes
About Podcast: The Product Marketing Show is hosted by Rish, founder of Content Beta, a SaaS-focused video production agency that has helped 70+ B2B SaaS to create engaging product marketing videos. Wildly successful, they rely heavily on scale and templatization to achieve faster turnaround.
They are therefore in sync with the trends and strategies that are making waves in the industry today. Rish hosts podcasts with thought-leaders and experts of the industry discussing how to strategize, scale and grow with product marketing and customer education, especially using videos.
The episodes are insightful and easy to digest. Some of the biggest names that have appeared on the show are Chad Reid, VP of Marketing at JotForm; Aaron Cort, VP of Operations at ClickUp; Andrea Zoellner, VP of Marketing at Kinsta; and Casey Hill, Head of Growth at Bonjoro.
About the Host: Rishabh Bhandari (Rish) is the founder and CEO of Content Beta and
Founder; Co-Founder of Yoda Learning Solutions. He hosts two podcast shows- The Product Marketing Show and New Things in Customer Education Show. He has worked with 70+ B2B SaaS companies including ServiceNow, Pipe, ManyChat, Kissflow, Leadfeeder etc.
Available On: YouTube, Content Beta Website
Podcast Upload: Not scheduled
Avg. Length: 30 minutes, available in bite-size clippings
About Podcast: This podcast provides insight from the founders and entrepreneurs from the fastest growing tech startups. The host Dave Rogenmoser focuses on extracting actionable and proven strategies for scaling your business, claiming that the Scale or Die podcast can help listeners to scale past $1 million annual recurring revenue.
Some of the most high-profile names to have appeared on this podcast are Bryn Jones, founder of PartnerStack; Guillaume Cabane, former VP of Growth at Drift; and Chris Savage, CEO at Wistia.
About the Host: Dave Rogenmoser is based out of Austin, Texas where he lives with his wife and three sons. Dave is the CEO & Co-founder of Jasper and the host of the podcast Scale or Die.
Available On: Apple Podcast, Spotify, YouTube, Stitcher, PlayerFM
Podcast Upload: Biweekly
Avg. Length: 28 minutes
About Podcast: Hosted by David Abrams and sponsored by Demio, the SaaS Breakthrough podcast provides a peep into the marketing world of the SaaS companies through the experience of the marketers who are working every day in the field, experimenting and growing their MRR and ultimately their businesses, pointing out clearly at what would work and what would not in today’s SaaS companies.
The SaaS Breakthrough podcast is the go-to podcast for any listener who wants to hear real-life case studies which provide insider information on how to drive growth and execute actionable strategies.
Natalie Marcotullio, Head of Growth & Operations, Navattic; Kristen Bryant Smith, Director of Content Marketing, Help Scout; Mandy Thompson, Co-Founder & CEO, Digital Reach Online Solutions; and Brendan Hufford, Founder, Growth Sprints have been some of the most prolific guests on this podcast.
About the Host: Based out of Tampa, Florida, David Abrams is the host of the SaaS Breakthrough podcast. He is also the Co-Founder of Demio and Strategic Advisor at Banzai.
Available On: Apple Podcast, Stitcher, Spotify, PlayersFM
Podcast Upload: Once a Week
Avg. Length: 40 minutes
About Podcast: Hosted by Shira Abel from the PR company of Hunter & Bard, this podcast is for SaaS owners and by the SaaS owners. The 93 episodes that Shira has hosted tackle the mistakes and challenges faced by business owners and provides insights into how to expand and accelerate the growth of a business.
The topics vary from buying behavior to growth-based marketing as the guests talk about the challenges they have faced and errors they have committed in their journey through the field. Shira has been known to be a sharp and charming interviewer, making the podcast even more engaging and informative.
Naomi Assaraf, Co-Founder & Chief Marketing Officer, cloudHQ; Whitney Sales, Venture Capitalist, & Founder, Sales Method; Steve Tornello, Director of Integrated Marketing, SalesForce; and Ferdinand Goetzen, Head of Growth, Recruitee are a few of the most popular names to have appeared on the podcast.
About the Host: Based out of San Francisco Bay Area, Shira Abel is the host of SaaS Insider Podcast. She is also the CEO of Hunter & Bard.
Available On: Apple Podcast, Google Play, podbean, PlayerFM
Podcast Upload: Not scheduled
Avg. Length: 48 minutes
About Podcast: SaaStr is known to be the podcast with one of the highest ratings and the largest following in the SaaS industry. The primary reason is the lineup on the show as the host Jason Lemkin & Harry Stebbings, put in their biggest effort in finding the top SaaS experts, founders and CEOs and getting them to reveal their best tips and tactics on the show.
The goal of SaaStr is to help Saas company listeners in scaling and achieving growth in this cutthroat business environment, which is why the podcast is so successful. Sam Blond, CRO, BREX; Anu Bharadwaj, COO, Atlassian; Justin Bedecarre, CEO, Raise; and Lloyed Lobo, Co-Founder, Boast.AI are some of the most popular guests to have appeared on the podcast.
About the Host: SaaStr is hosted by Jason Lemkin & Harry Stebbings. Jason lives in Palo Alto, California and is the Trusted Advisor at SaaStr with 107.4K Followers on Twitter. Harry is based out of London, England and has a following of 125.3K Followers on Twitter.
Available On: Apple Podcasts, Google Play, iHeart Radio, Spotify, Soundcloud
Podcast Upload: 3 times a week
Avg. Length: 25 minutes
About Podcast: Hosted by SaaS entrepreneur, author, investor, CEO of Founderpath Nathan Latka is joined by over 10,000,000 listeners for every single one of his episodes.
Nathan is known for asking hard-hitting questions to the top SaaS entrepreneurs in the world as he interviews them on topics like user testing, Direct Mailing SaaS companies, UX research and ARR.
His personality and vigor for asking for answers about the growth barriers and harsh reality from the SaaS entrepreneurs and experts have majorly contributed to the success of this podcast.
About the Host: Nathan Latka lives in New York, United States and is the host of The Top with Nathan Latka podcast. He is also the CEO of Founderpath and the author of the best-selling ‘Story of my first SaaS Company’.
Available On: Apple podcasts, Stitcher
Podcast Upload: Daily
Avg. Length: 18 minutes
About Podcast: New Things in Customer Education Show is hosted by Rish, founder of Content Beta, a SaaS-focused video production agency that has helped 70+ B2B SaaS to create engaging product marketing videos. Wildly successful, they rely heavily on scale and templatization to achieve faster turnaround.
They are therefore in sync with the trends and strategies that are making waves in the industry today. Rish hosts podcasts with thought-leaders and experts of the industry discussing how to strategize, scale and grow with product marketing and customer education, especially using videos.
The episodes are insightful and easy to digest. Some of the biggest names that have appeared on the show are Leyla Bambury, Manager, Customer Success at Hootsuite; Latimer Luis, Sr. Director of CS at Bolster; Courtney Sembler, Senior Manager, HubSpot and Joe Abusamra, Director of Product Marketing at ServicePower.
About the Host: Rishabh Bhandari (Rish) is the founder and CEO of Content Beta and
Founder; Co-Founder of Yoda Learning Solutions. He hosts two podcast shows- The Product Marketing Show and New Things in Customer Education Show. He has worked with 70+ B2B SaaS companies including ServiceNow, Pipe, ManyChat, Kissflow, Leadfeeder etc.
Available On: YouTube, Content Beta Website
Podcast Upload: Not scheduled
Avg. Length: 30 minutes, available in bite-size clippings
About Podcast: Hosted by Alex Theuma, SaaS Revolution Show Is where Revolutionary executives, investors, CEOs and founders discuss inside stories and share tips and tactics on growing companies, satisfied customers, worldwide scaling, and accelerating business.
Sponsored by SaaStock, this show has discussions where founders share anecdotes on how they have built their business, and what struggles and challenges they have faced. This podcast is even more helpful to people who want to understand the service industry and how to survive it.
Peep Laja, CEO & Founder, Wynter; Andy Whyte, CEO & Founder, MEDDICC; David Benigson, Founder & CEO, Signal.AI; and Vishal Sunak, Co-Founder & CEO, LinkSquares are some of the big names that have appeared on this podcast.
About the Host: The SaaS Revolution Show is hosted by Alex Theuma, who is based out of London. He is also the Founder & CEO of SaaStock.
Available On: Apple Podcast, SoundCloud, Stitcher, PlayerFM
Podcast Upload: Weekly
Avg. Length: 36 minutes
Content Beta is a video marketing agency and has helped Rudderstack, TapClicks, ManyChat and 60 other B2B SaaS companies to onboard, engage, and retain users with studio-quality product demos and training videos.
It excels in creating engaging UI animation and spellbinding motion graphics. Content Beta has a skilled team of tech analysts, video marketers, scriptwriters, video editors, copywriters, storyboarders and have spent years experimenting and mastering the process.
Podcast production: Content Beta provides you with a professional producer who creates a podcast with you, 100% remote. This includes aspects like Topic selection, Editing, Social Media snippets, etc.
Timeline: ~14 days
Average Cost: $1,500
Let us look at an example of a podcast clipping Content Beta created for ServiceNow-
Advantages of working with us are that we really understand B2B SaaS, we provide full service from script to storyboard to video editing to the final video, the pricing is fixed and transparent. Content Beta is also low touch, which means no need to spend hours on zoom calls explaining your product and offers fast delivery (max 8-10 business days).
| Benefits | Content Beta |
|---|---|
| Wide Skill set | From Idea to Final Video |
| Scale | Up to 100 videos a month |
| Software/Tech Specialist | Yes |
| Process | Autopilot |
| Unlimited Revisions | Yes |
| Timeline | 8-10 days |
| UI/UX Updates | Yes |
| Quality Control | Yes |
| Account Manager | Yes |
| 24/7 Email Support | Yes |
| Dedicated Client Portal | Yes |
| Cost | Starts $450/video |
| Pricing visibility | Yes |
| Videos Examples | Check here |
| Started | 2020 |
| Type of video | Animated graphics, Hybrid motion graphics |
| No. of Clients | 60 |
| G2 reviews | 4.9 |
A study by Salesforce showed that 80% of customers say the experience a B2B company provides in terms of podcasts, webinars and their training process is as important as its products and services. Increasing brand awareness, educating customers and building credibility, establishing authority and promoting products Q of the vast number of benefits a B2B company can game from hosting podcasts.
Before ending this blog, here are a few quick tips to help you optimize your B2B SaaS podcast:
Podcasts have become very popular in the recent past. There has been a large increase in the percentage of B2B SaaS companies that want to invest in creating podcasts to engage with their audience and to generate awareness for new prospects. These podcasts can prove to be a great marketing strategy and can help in building authority and credibility for the brand.
Customer success podcasts are the ones that focus on providing insight into the goals and satisfaction of the customer. The guest on these podcasts are generally high-profile experts of the field with a vast experience in customer engagement behind them. They provide stories, advice, actionable strategies, and their perspective on the current trends in the field.
B2B Customer success focuses on the journey of a customer right from the touch point of discovering the product to consideration and conversion to when they subscribe for a trial, to the stage where they become customers and start the journey of product adoption and stay with the brand without dropping off. B2B companies these days invest a lot of time and money in making sure that this journey is as seamless as possible by providing onboarding videos, customer training courses, feedback change, chatbots, email support etc.
The focus of the B2B marketing podcasts needs to be on understanding the type of audience they have to cater to and creating content that they would relate to. Also, a good strategy is to cement details like podcast style, average time length of episodes, consistency of release, etc. A well-received podcast does not just have good content but also influential guests like experts of the industry and senior decision-makers of the niche.
The best thing a B2B SaaS company can do is to be proactive. Establishing a connection with a customer takes time and needs to be a priority. Practices like designing a clear onboarding process, investing in customer training and education, creating customer support videos and courses, and providing a feedback loop are some of the best practices applied by most B2B companies.
It is a good strategy to figure out the budget and timeline of your SaaS product marketing campaign. Most companies then try to understand how to position their product in a way that the customer can see it as a game-changer for their problems. A lot of companies focus on creating promos, teasers and launch videos to generate awareness. Social media campaigns that include the circulation of product demo videos, product blogs, explainer videos, testimonials, and graphics can all help in increasing the discoverability of the product.
