Account-based advertising and marketing has taken the gross sales and advertising and marketing industries by storm. Trendy B2B gross sales and advertising and marketing groups are turning to ABM to offer a extra personalised shopping for expertise for particular units of high-value accounts.

These groups work collectively to drive income by weaving in messaging tailor-made to every stage of the account’s shopping for journey. That method works. However, to higher interact prospects and create a singular shopping for expertise, it must level-up as purchaser expectations evolve.

So, I current to you an add-on to your ABM technique: account-based podcasting. Or, as I prefer to name it, ABP.

What Is Account-Primarily based Podcasting?

ABP, like ABM, creates a personalised expertise particularly on your goal accounts. ABP enriches your ABM technique by placing your model’s podcast on the heart of your account-based advertising and marketing efforts. ABP presents a singular alternative to go away an enduring impression by delivering a brand new degree of ultra-personalized, extremely partaking content material to your ideally suited viewers.


As a substitute of counting on generic purchaser personas out of your ideally suited buyer profile, you need to use your podcast content material to gasoline outreach and can help you get in entrance of the particular folks you wish to construct a relationship with.

Your podcast is already tailor-made to a selected viewers, so your ABP content material will communicate to the actual ache factors and targets of these patrons. Because of this, they will really feel such as you’re chatting with them on a private degree, which can additional drive a connection together with your model.


Now that you’ve a greater understanding of what account-based podcasting is, let’s dive into other ways you’ll be able to efficiently execute an ABP technique and use it to your benefit.

Incomes Belief

Your podcast presents a wealth of personalised experience, from the matters mentioned to the friends you host on every episode.

A standard false impression about podcasting is that friends will share the identical concepts in each interview. Nevertheless, simply because a visitor makes the rounds on a number of trade podcasts doesn’t suggest the dialog with you’ll be precisely the identical. The visitor shares new insights and views with every firm interplay.

It is the host’s job to information the dialog in a manner that’s significant to your listeners. Supply a uniquely intimate expertise to your viewers by that includes personalised playlists, focused clips, and content material on your key prospects—that are issues no one else can present.

Encouraging Collaboration

Salespeople have a knack for attending to know folks. They be taught what makes folks tick, what fires them up, and what struggles maintain them up at night time.

Use these proficient staff to assist information your podcast’s course of. Invite them to brainstorming classes for episode and visitor concepts and amplification methods. They will have useful insights on what issues prospects convey up in gross sales calls; you’ll be able to then tailor podcast episode topics to talk to these ache factors and present that you simply perceive your listeners’ wants.

Such a perspective will help entrepreneurs determine supplementary worth in each episode by figuring out content material that may serve numerous areas of the enterprise. Additionally it is a straightforward manner to assist your gross sales crew higher perceive the worth of your podcast to allow them to create significant content material from it for his or her desired prospects.

Getting Began in Account-Primarily based Podcasting

Each podcast episode you create is a gold mine simply ready to be found.

Some entrepreneurs imagine that having a podcast with a gentle cadence is sufficient to produce desired outcomes, similar to drawing in a bigger viewers and selling leads. Which may be true for a brief interval, however a podcast should not be an island unto itself. Your model podcast must be on the heart of your engagement efforts, and each episode must be squeezed till all potential items of content material have been extracted from it.

Then it must be revisited and squeezed once more, only for good measure.

For instance, you’ll be able to pull insights and share clips from an episode with the target market that can profit from the data. Much like discovering a tune that speaks to what you are going by means of, your focused clips and content material ought to really resonate with what your viewers is experiencing.

Another choice is to offer a personalised playlist to your viewers that’s crammed with related content material. You may exhibit your worth in consumable bits by compiling audio clips aimed to resonate together with your prospects’ ache factors.

Designing such an intimate expertise together with your model is one thing nobody else can recreate. In case you can set up a system the place your sales and marketing teams work together to offer deeply personalised content material and worthwhile info, you may achieve successful your prospects over.

ABP for the Win

The aim of account-based podcasting efforts is to make the viewers really feel so linked together with your firm that they turn into lifelong prospects and model advocates. ABP allows advertising and marketing and gross sales groups to create real, lasting impressions, as a result of audiences join with actual individuals who they really feel can empathize with them by means of related experiences.

By delivering ultra-personalized, extremely partaking content material, you are extra more likely to interact prospects and create a singular shopping for expertise, whilst their expectations evolve.

Extra Assets on Podcasting and ABM

A Podcast Within a Podcast Within a Podcast: Inception Marketing With Lindsay Tjepkema on Marketing Smarts [Podcast]

Your New Content Marketing Engine: Podcasting

Audio Marketing: From Radio to Clubhouse [Infographic]