Learn why big B2B SaaS Companies are Betting big on Podcasts
A large number of B2B SaaS companies have started investing time and money into creating podcasts as a marketing strategy. Podcasts help increase traffic generation and build industry authority for your brand. Studies have shown that 54% of podcast listeners say they think about buying an advertised product.
B2B SaaS companies have been promoting podcasts on their websites, newsletters, and social media pages to create awareness through content marketing and to engage in content-based networking.
In fact, even back in 2017, the Content Marketing Institute indicated that just 12% of B2B marketers used podcasting as a tactic in their content market strategy. This percentage has only increased over the last couple of years.
Podcast and 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.
A major advantage of podcast videos is that the audience can stream or download the video whenever it is convenient for them and that’s why the marketers don’t have to focus their energies on catching the audience online to make their sales pitch.
A well-made, professional-looking podcast can even help companies in catching the attention of senior influencers, experts, and high-level decision makers of the industry. Engaging and entertaining, podcast videos help in expediting the Growth of a Company and can also result in an independent, steady revenue stream for the company.
About Podcast: Focused on discussing topics like content marketing, ABM and sales, landing page optimization, email marketing, paid ads and SEO, every episode pivoted around strategies for increasing demo sign-ups and trials for your self product. Guests on the podcast range from SaaS Founder and CMO to marketer leaders to talk about fail-proof Growth Strategies.
Some of the most famous guests on SaaS Marketing Superstars have been Jeremiah Smith, CEO of SimpleTiger; Guillaume Moubeche, CEO of Lemlist and Ben Bernstein, Director of Acquisition at SimilarWeb.
About the Host: SaaS Marketing Superstars is hosted by Aaron Zakowski, CEO and Founder of Zammo Digital Marketing. Based out of Southern California, Aaron has worked with companies like Treehouse, DigitalOcean, InVision, Agorapulse, Webydo and Cuisinart.
Available On: Apple Podcast, Spotify, YouTube, Stitcher
Podcast Upload: Weekly
Avg. Length: 23 minutes
About Podcast: From SaaS to medical device companies, Maia hosts interviews with developers and marketers to provide the listeners with groundbreaking strategies and actionable advice. With a touch of humor, the agenda behind the Marketing Hero podcast is to help and uplift marketers and it does so by discussing a wide variety of marketing-related topics ranging from custom integrations and SEO to Marketing Tactics and content strategy.
Some of the most influential guests to have appeared on the show are Asaf Rothem, CMO of Seeking Alpha; Dylan Gallagher of Bridge Capital; Carey Straetz of Mode Analytics; and Nate Smoyer, Director of Marketing at Avail.
About the Host: The Marketing Hero podcast is hosted by Maia Morgan Wells. Based out of Denver, Colorado she has been the Podcast Director at ClearPivot for a while now.
Available On: Apple Podcasts, Amazon Music, Spotify, Listen Notes
Podcast Upload: Not scheduled
Avg. Length: 33 minutes
About Podcast: The Product Marketing Show is hosted by Rish, founder of Content Beta which is 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 a 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 : Churn.fm podcast is laser-focused on solving the biggest problem faced by any B2B SaaS company- increasing retention and dealing with churn. Andrew invites founders and subscription economy pros from the world’s fastest-growing companies to discuss and understand how companies can make an effort to strategize and tackle this problem.
The discussions in his episodes range from product and marketing strategies to customer success and operations team roles. Ryan Singer of Basecamp, Angel Steger of Facebook, Nick Franklin of ChartMogul and Ryan Bonnici of G2, are some of the biggest names that have appeared on this podcast.
About the Host: Based out of Cyprus, Churn.fm is hosted by Andrew Michael. He is the Show Host and is the CEO of Avrio.
Available On: Apple Podcasts, Google Play, Spotify, RSS, Stitcher
Podcast Upload: Every Wednesday
Avg. Length: 36 minutes
About Podcast: Product Marketing Life is a biweekly podcast show that provides insight into the lives of influential PMMs and all things that are trending in the product marketing field. Put on by Product Marketing Alliance It has become an educational platform as well as a growing community for product marketing.
Product marketing leaders from gigantic companies like Uber Eats, Workday, and Google come on the show to talk about marketing strategies, their work experience and industry trends to figure out to stay on top of the game. Anna Daugherty of Stoplight, Dan Balcauski of Product Tranquility and Andrew McCotter-Bicknell of ClickUp are a few of the guests to have appeared on the show.
About the Host: Based out of Ontario, Mark Assini is the Host of Product Marketing Life Podcast and Product Marketing Manager at Jobber.
Available On: Apple Podcasts, Audible, Spotify
Podcast Upload: Biweekly
Avg. Length: 46 minutes
About Podcast: The company is named after the story of the CEO’s cat, Buddy who jump off their 6-story building and survived. This inspired Maeva to Flying Cat Marketing, which is Latina-owned and 2/3 of the leadership team are women, to help startups achieve their dream of scaling up. The podcast focuses on creating revenue-generating and scalable content and SEO strategies for SaaS companies.
They record unscripted conversations with founders, marketers, and leaders in marketing, revenue, sales, and hospitality. Some of their biggest guests have been Breezy Beaumont, Head of Growth at Correlated; Wil Slickers, founder of Hospitality and Lauren Lang, Senior Content Marketing Manager at Constructor.
About the Host: Maeva Cifuentes is based out of Catalonia, Spain, speaks five languages and is the host of Flying Cat Marketing Podcast. She is the CEO of Flying Cat Marketing and has worked with companies like Hotjar, Operto, Avantio and Stonly for SEO & Content.
Available On: Apple Podcasts, Spotify
Podcast Upload: Weekly
Avg. Length: 25 minutes
About Podcast: The Marketing Shortcuts Podcast is for growth-minded entrepreneurs who want insight on how to grow their businesses faster. The topics of discussion can vary from video marketing, viral marketing, SaaS, funnels, email marketing to automation, split-testing, storytelling, analytics, and Facebook Ads.
The podcast is popular amongst marketers, startup owners and business owners for its ready to execute, proven marketing tactics and strategies.
About the Host: Based out of the Netherlands, Wilco de Kreij is the host of The Marketing Shortcuts Podcast. He is also the founder of Marketing Shortcuts, an entrepreneur, investor, and a marketing enthusiast.
Available On: Apple Podcasts, iHeart, Spotify, Stitcher
Podcast Upload: Monthly
Avg. Length: 11 minutes
About Podcast: Created by Marcus Andrews of HubSpot and Alex Lopes of Sharebird.com, the Product Marketing Experts has featured some of the most noted product marketing experts in the world. Hosted by Jeffrey Vocell, this podcast is committed to producing content that can help product marketers grow their skills, learn new strategies from marketing experts and succeed in their companies.
Some of the company giants that have appeared on this show are Natala Menezes, Head of Product Marketing at Grammarly; Mike Berger, VP Product Marketing at ClickUp; Alex Lobert, Product Marketing Lead, Measurement at Meta (Facebook) and Jeff Hardison, Head of PMM at Calendly.
About the Host: Jeffrey Vocell is the Director of Product Marketing at Iterable and is based out of Massachusetts. A speaker and writer, he is passionate about product marketing and hosts the Product Marketing Experts.
Available On: Player FM, Spotify
Podcast Upload: Weekly
Avg. Length: 37 minutes
About Podcast: Getting To Market focuses specifically on just that- how to get the product to the market. Cody invites founders and product marketing managers from established SaaS companies as well as startups to talk about their product launch, what worked and what did not, and advise on how product marketing should proceed to help the company grow.
The format is conversational and gives an inside look into the thoughts and strategies implemented by these founders in a storytelling format that keeps the podcast interesting.
About the Host: Cody Bernard is based out of Boston and is the host of the Getting to Market podcast. He is also the Head of Product Marketing at Dooly.
Available On: Apple Podcasts, Listen Notes, Spotify, Google Podcasts
Podcast Upload: Not scheduled
Avg. Length: 35 minutes
About Podcast: With this podcast, each week Marc breaks down the marketing strategies of SaaS companies and discusses ideas on how they can be improved to get more trial sign-ups and demos. The main goal is to use this knowledge to channel SEO and demand gen in a way to improve their results right away.
About the Host: Based out of Greater Cardiff Area, Marc Thomas is the host of Insider Marketing. He is the Head of Growth at Powered by Search and helps B2B SaaS companies by building systematic growth frameworks into their marketing.
Available On: Apple Podcasts, Player FM, Listen Notes, Audible
Podcast Upload: Weekly
Avg. Length: 27 minutes
Apple Podcasts, Google Podcasts, and Spotify are the most popular listening platforms today followed closely by Audible, Stitcher, and TuneIn Radio. In 2020, the most popular podcast app was Spotify with 25% of podcast listeners. Meanwhile, Apple Podcasts holds 20% of the market share.
Here is a comparison table for you to understand which platform would work best for your SaaS.
| Comparison | Apple Podcasts | Google Podcasts | Spotify |
|---|---|---|---|
| Founded in | 1976, United States | 1998, United States | 2006, Sweden |
| Website | podcasts.apple.com | podcasts.google.com | spotify.com |
| Audience |
Podcast listeners Podcasters who distribute via Apple Podcasts |
Podcast listeners via smartphone or web |
Podcast listeners of free music or podcasts Podcasters or musicians who distribute |
| Integrations |
ART19 Blubrry Buzzsprout Captivate Fusebox Podbean Podcast.co RSS.com Simplecast Spreaker Transistor Podcast Hosting Cast |
ART19 Blubrry Buzzsprout Captivate Fusebox Podbean Podcast.co RSS.com Simplecast Spreaker Transistor Podcast Hosting Cast |
ART19 Blubrry Buzzsprout Captivate Fusebox Podbean Podcast.co RSS.com Simplecast Spreaker Transistor Podcast Hosting AllAnswered Allavsoft DANMARK Piezo SocialBoss Squaretalk Switchboard Meet Vibe Interactive Whiteboard |
| Support | - | - | Online |
| Categories | Podcast | Podcast | Music Streaming Podcast |
| Platforms Supported |
Windows Mac iPhone iPad Android |
SaaS iPhone iPad Android |
Windows Mac SaaS iPhone iPad Android |
| Alternatives | Callin, Acast, RSS.com | iVoox, Podomatic, Castbox | Anghami, myTuner, TIDAL |
| Pricing | Free version available | Free version available | Free version available |
The primary goal of hosting a podcast and creating podcast videos for any B2B SaaS company is to directly connect with potential users and increase visibility, Promote their Product, control the narrative of the brand, and established its credibility in the field. Given how successful they are and how high their ROI is, more and more companies are hopping on the podcast bandwagon every single year.
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.
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.
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.
