LRB’s CEO Luke Barnett gave a keynote presentation at the 2024 B2B Marketing Expo, and here we have been highlighting some of the key tips he shared with the audience.
In the first episode, we covered why you should create a B2B podcast – and what it can do to elevate your marketing strategies this year.
Following this, we look at how to grow your podcast and reach a larger audience through the use of the ‘guest system’.
Businesses that are successful, and want to create a B2B podcast, will need to utilise the expertise they have in house.
But in order to grow, they will need to bring in interesting, knowledgeable, and engaging guests to create new content with.
Luke explained: “Who you invite on to your podcast is super important – not just for content, but for sales and marketing purposes.
“At LRB, we always advise inviting prospects on as guests, because it is an incredibly useful way to get leads through your door.
“If you work in an industry and there’s another company that you potentially want to collaborate with, instead of jumping in with a cold sales pitch, why not invite them on to your podcast?
“It’s an email without intent of sale.”
Almost every business leader’s email inbox is probably full of sales pitches and unoriginal ways to try and grab their attention.
B2B podcasting is an innovative and highly successful way to generating new leads.
Luke continued: “Email marketing isn’t landing with decision makers in the same way it used to. You’ve got to be personable, original, and interesting in order for somebody to open your sales emails – so podcasting is a great asset as it can give you the chance to pitch to them, but also give them a platform to showcase their knowledge and expertise.
“We all know how much easier it is to have meaningful conversations when customers and prospects are in the building with you, as opposed to talking through emails and phone calls.
“This is equally as useful to help maintain existing current client relations!
“Let’s also not forget that the person you’re talking to, is another business person that can share your podcast to their network. You’re creating content for them, as well as your own business.
“This has worked wonders for many of our clients – and it can do for you as well.”
Stay tuned for part three of Luke’s top tips from his talk at the B2B Marketing Expo in our blog section.
