Why big B2B SaaS Companies are Betting big on Podcasts
Is your B2B SaaS business looking to increase your prospecting success? A successful business-to-business SaaS podcast can be a powerful tool for boosting your prospecting success.
Podcasting is a new form of media, and it’s growing in popularity. It’s comfortable to listen to, in that you have unlimited time to listen, and it gives you time to digest the information.
Creating and marketing a successful B2B SaaS podcast is not as difficult as you may think.
In this guide, we provide thirteen tips to assist you with your podcast ambitions.
Your audience is the key to your success as a podcaster. So whatever you do, you should keep this point in mind that they will respond best to the most relevant to their businesses.
Let us see how we can do that:
Picking the right topic is important to create engaging and informative podcasts that promote your brand and help prospects learn more about what interests your audience.
For example, if you run a B2B SaaS company, discussing SaaS trends would be a great way to draw in listeners.
Creating a podcast episode that caters to their interests and concerns will help you to stay engaged with your listeners. It will also help you to come up with ideas for interesting and insightful content.
For example, what SaaS topics would you pick for your podcast that are both informative and entertaining?
Here are some example topics: How does the SaaS model work; how to start a SaaS company; how did a company like Salesforce make it big; and so on.
Example: A B2B SaaS podcast (and the transcript) featuring Tarek Slimani, Director of Customer Experience, Uizard and Rishabh Bhandari, CEO, Content Beta
One of the first steps in boosting your B2B SaaS prospecting success is doing your research. This includes investigating the market landscape, understanding listener needs, and analyzing the latest trends.
Listeners turn to B2B SaaS podcasts for smart, thoughtful, investigative stories. To give them that, the researcher has to put in some serious work.
Researching something, whether it’s for a blog or a podcast, ensures that you’re providing your audience with accurate information and helps solidify your position as an expert in your field.
Example: Think with Google Research Tool
Before you start recording, make sure you have a clear idea of what you want to cover. This will help you stay focused and avoid wasting time on topics that are not relevant to your audience.
Start with a short Introduction of your guests, your topic, and your overall mission for the podcast. Learn how to use interviewing techniques that will help you to learn more about their businesses and ask them the right questions.
Having a clear brand message is critical for any business. Without it, customers may be confused about what your business does and how it can benefit them.
The same goes for your lead generation efforts – if you can’t clearly articulate what you offer and why it’s valuable, potential customers may be turned off.
Your brand message should be clear and concise for potential listeners to understand and remember.
Overall, creating a clear brand message is important for both your prospects and your own success in marketing yourself and your business.
By focusing on values, messaging targeting, and creating a strong brand image, you can increase the chances that people will consider working with you and buying your product or service.
Example: Hootsuite
How can a B2B SaaS business establish a clear brand message?
Omer Khan, founder of SaaS Club and host of The SaaS Podcast, is a respected name in SaaS space. Catch him interviewing SaaS start-up founders and entrepreneurs:
Producing engaging and entertaining content that will capture the attention of potential listeners is essential for boosting your prospecting success.
By including content that is interesting and relevant to your listeners, you will create a strong relationship with them and increase the likelihood of converting leads into customers.
Example: A fun and engaging video from Ikea with over 2 million YouTube views:
Your listeners will stay interested in your content if your content:
Creating great content for your B2B Saas podcast is important, but it’s also important to plan your episodes carefully in order to maximize lead generation success by giving your audience the best content possible:
Learn the strategies behind the world’s fastest growing start-ups with Dave Rogenmoser in his B2B SaaS podcast Scale or die
When choosing a podcast format, think about your audience and what type of content they will enjoy. It is important to find a format that is relevant to your business and speaks to your customers.
Some popular formats include:
Serialized podcasts: These podcasts follow a specific storyline or narrative, usually with regular episodes that build on each other. They can be great for businesses that have a lot of information to share, as listeners can get caught up in the storyline and learn more about the topic.
Example: Here is a SaaS podcast from The SaaS Venture:
Q&A podcasts: This type of podcast is perfect for businesses that want to create an engaging conversation with their customers. Q&A podcasts allow businesses to ask questions and receive feedback from their audience in a fun and informal setting.
Tool reviews: If you offer tools or services that people might want to use, then a tool review podcast could be a great way to reach out and connect with potential customers. These shows focus on reviewing different products or services in depth so that listeners can make an informed decision about whether they should invest in them.
Your audience will be more likely to listen if your B2B SaaS podcast format is friendly and approachable. Choose a format that will encourage them to keep coming back.
Prospecting can be a time-consuming process, but it’s important to stay focused and not give up easily. When you consider the technology involved and the content production, you could say B2B SaaS podcasting requires patience, persistence, and consistency.
Example: Here is a podcast on how to grow and scale SaaS businesses
Your podcast should be easy to listen to and easy to understand. Make sure all your content is well-organized and easy to follow.
Being clear and concise will help your listeners understand what you are saying, and it will also help them stay focused on the topic at hand.
A well-produced B2B SaaS podcast is not only easy to listen to but it can help you connect with more people and increase your chances of landing a lead or meeting a client.
Another key element to boosting your prospecting success is keeping your messages short and sweet. Don’t ramble on about how great your product or service is; instead, focus on how you can help your prospect achieve their goals.
The Startup Chat, hosted by Steli Efti and Hiten Shah offers useful tips for start-ups.
The use of the right tools can help boost your SaaS lead generation success because your listeners will appreciate a B2B SaaS podcast with engaging and persuasive content that also makes your show look and sound great.
Example: The Audacity podcast is a good resource to learn about podcast tools:
There are several ways to promote your B2B SaaS podcast to increase the visibility of your podcast and help you attract new listeners:
Example: Here is a video that tells you how to plan your podcast episodes:
Providing useful resources and links is another way to boost your prospecting success and offer valuable insights to your listeners. Always include links to helpful resources and additional information at the end of your B2B SaaS podcast.
You can also improve the visibility of your B2B SaaS podcast by offering:
Example: Watch and read the transcript of the podcast about educating customers, featuring Carly Kroll, Marketing Director Americas, OverIT.
Why should you keep your podcast fresh to keep your audience interested and engaged, attract new listeners, and increase prospecting success overall? There are several reasons:
Example: The HubSpot Podcast Network is an example of a big player that always keeps its content fresh:
Here is a concise checklist that summarizes the main points discussed so far.
Watch and learn how the best podcasters in the business do it. Examples: The Tim Ferriss Show, The SaaS Venture, and others.
By featuring guest experts who can share valuable insights on topics related to your industry, you’ll create a more authoritative platform from which to preach. This will make your content more credible and likely to be listened to attentively because it will provide your audience with additional information and perspectives that they may not have been able to find on their own.
If they can find value in what you have to say, they’re more likely to listen. And, if they have a need that you can help them meet, they’ll be even more likely to listen.
This will help you define why your listeners should tune in, and it will also help you focus on topics that are relevant to their businesses.
Choose a niche that is relevant to your audience. By focusing on topics that are important to your listeners, you will likely generate more leads and increase your chances of success.?
Provide valuable insights into the industry that you’re covering along with the latest trends and developments in the B2B SaaS market.
This should perhaps be your top priority and should be given the importance it deserves by:
Before we wrap up let us recap how to make your B2B SaaS podcast more successful.
Finally, your podcast should always provide listeners with the most up-to-date information.
Audio quality is everything for a podcast so make sure you have good quality microphones, headphones, recording and mixing software. An audio hosting service like Anchor from Spotify helps you create, distribute, and even monetize your podcast.
There are several tools that provide various functionality to create podcasts. Neil Patel’s blog lists digital audio workstations Audacity and Adobe Audition. To host, distribute, share, and track your podcast Neil recommends Buzzsprout.
A majority of the podcasts are audio-only. The video being a versatile medium can be used to create a podcast, depending on the use case and what the podcast aims to achieve.
Here is a video podcast that is one of the most popular podcasts in the world:
Customers tend to trust the personal opinion of a fellow client more than the company’s advertisement of its own product. Positive testimonial videos therefore add more weight to the benefits of the SaaS.
