Podcasts are a channel that’s growing rapidly, with new shows launching every week (mine included!) and global listener figures set to exceed 600 million by next year. But although many B2B brands will have their own podcast (sometimes multiple podcasts!) integration within campaigns is still relatively low, with only 14% of entries including some kind of podcast alignment or integration.
So what do B2B brands and agencies need to know to make more of this powerful and extremely personal marketing channel? As part of my ongoing analysis of the entries to the B2B Marketing Awards 2024, here are some examples of podcast campaign integration best practice, and some advice on how to get it right if this is something you’re considering.
1. Creating immersive experiences: Enfuce’s sauna podcast studio
Challenge:Enfuce, a Finnish fintech company, needed to stand out in the crowded Money20/20 event in Amsterdam while establishing its new brand position around “Where happiness is built-in” – a bold departure from …