Brand podcasts are taking over as a unique and effectiveOpens a new window way to engage your audience. And the great news is, podcasting fits perfectly into your ABM strategy. When looking for a way to provide an ultra-personalized experience for a target account, B2B revenue teams should leverage account-based podcasting (ABP). Lindsay Tjepkema, CEO of Casted, discusses ways to plug account-based podcasting into your ABM strategy for better results.
Over the last few years, account-based marketing – better known across the industry as ABM – has become a staple to modern B2B sales and marketing efforts. Under an ABM approach, these revenue-driving teams work together to provide high-value accounts with a personalized buying experience, including content tailored to their stage of the buying journey and warm touchpoints from the sales team.
ABM has taken the industry by storm for one reason: it works! But, like everything else, as buyer expectations evolve, ABM needs to be upgraded to better engage prospects and create a buying experience like never before.
For that reason, I present ABP.
What Is ABP?
 Similar to ABM, account-based podcasting (ABP) is simply targeting high-value accounts and creating a personalized experience with your brand podcast. ABP offers a unique opportunity to deliver ultra-personalized, highly engaging content to your ideal audience in a way that leaves a lasting impression.
You can use content from your show to fuel your outreach. And, rather than relying on general buyer personas from your ideal customer profile or characteristics from the overall markets your team wants to get in front of, you can hone in on the actual people you want to engage and establish a real relationship with. Since your podcast is already tailored to a specific audience, your ABP content will speak to specific pain points and goals of that target audience. In this way, you can connect with them in a way that is relevant and valuable to their specific journey.
Now that we have a better understanding of account-based podcasting, let us dive into how you can successfully execute an ABP strategy.
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How To Execute ABP
First things first: your ABP strategy has to establish trust between your brand and your audience. There is a gold mine of unique expertise within the conversations happening on your show. Every episode is jam-packed with incredibly valuable informationOpens a new window for your audience. By providing your listeners with the content they need, your brand podcast showcases your expertise in a way that helps you earn trust with your listeners.
Then, you can feature the expertise from different episodes in personalized playlists and targeted clips for your target audience, speaking directly to their unique challenges and goals. By providing this intimate experience with your brand, you can offer them something no one else can.
A big part of sales is understanding your prospects, and focusing on things that get them fired up and the things that keep them up at night. So, the next time your team sits down to kick around new ideas for amplifying your podcast content, ask the sales team to join in. After all, any account-based strategy relies on making sure sales and marketing are one unified front. More than likely, your sales team can provide new insight into the latest pain points current customers and potential prospects have. Not only will this help you identify the podcast content you should focus on, but it also opens the doors for new potential topics to discuss on your show. As a bonus, this collaboration is a great way to help your sales team better understand just how valuable your brand podcast is in engaging with prospects.
The content from your show also allows you to provide a personalized playlist filled with relevant information for your audience. Compiling audio clips that speak directly to what is top of mind for your prospect is a powerful way to prove your value in a bite-sized format. Audio clips are perfect for creating a unique multimedia experience. Handpicking content from podcast episodes that you know they will love and bundling it with the content you are already sharing with them ensures you will have them coming back for more.
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Reaching your audience boils down to your team’s ability to build a genuine relationship with them. People buy from people. So, to win your prospects over, you have to create a personal, authentic experience with your brand. To do so, that experience requires the sales and marketing teams to work togetherOpens a new window to provide deeply personalized content, valuable information, and establish a genuine connection. An ABP strategy is the new way to deliver an intimate, authentic experience with your brand that will turn your prospects into lifelong customers.