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Bernie Borges: Three Reasons B2B Brands Should Podcast to Win More Business

Each week on the Content Marketing World blog, we’re going to feature a CMWorld 2020 speaker, one of their blog posts that dives into the topic they’ll be covering at CMWorld, and a few additional articles they’ve written (or in Bernie’s case, podcasts they’ve recorded) to help you prepare for their session.

Today, we’re keeping the series rolling with Bernie Borges, a 2020 CMWorld speaker, a CMWorld wall of famer (having attended all CMWorlds) and more importantly, one of the leading experts on account-based podcasting. His podcasts have helped so many people jump start podcasting for their business.

James Carbary is the Founder of Sweet Fish Media, a podcast production service for B2B companies. He’s a contributor to the Huffington Post and Business Insider, and he also co-hosts the B2B Growth Show: a podcast dedicated to helping B2B executives achieve explosive growth. In this episode, James and I discuss three reasons why B2B brands should be podcasting.

Four years ago James started his first podcast, Inspiring Awesome. It was all about the creation of content for people in general, not limited to entrepreneurs. Sweet Fish Media launched in January 2015. One of their best clients were church planters, and the work was so enjoyable for the team that they started a Plant Better podcast to develop one-on-one relationships with others in the church planting world. After 45 podcast episodes that created strategic relationships in a market segment with limited budget, Sweet Fish Media pivoted their business model to produce podcasts focused on B2B brands in January of 2016. With the shift came the start of their current podcast, The B2B Growth Show which I had the privilege of appearing on in episode 256.

Why Should B2B Brands Consider Podcasting?

James believes the most strategic benefit to podcasting as a B2B brand is the ability to “break through the noise.” For brands using account-based marketing, podcasting allows for differentiation among the competition. Once an account is targeted most brands are sending cold emails that read similar to those sent by their competitors. Podcasting gives brands an edge and a way to amicably connect with decision makers by inviting them to be featured on their show. It provides a foot in the door and a way for B2B brands to reach their buyers.

“The most strategic benefit of a podcast for B2B brands is that it breaks through the noise.” @jamescarbary… Click To Tweet
Don’t miss Bernie’s session, How to Develop an Account Based Podcasting Content Plan that Drives Revenue at Content Marketing World 2020 Oct 13-16 in Cleveland. SPEAKER100 saves $100 off your registration.

Three Reasons for B2B Brands to Podcast

Thought leadership is a significant use case for podcasting. By hosting experts on a show, as Sweet Fish Media does with The B2B Growth Show, they absorb that knowledge and educate their listeners at the same time.

Content creation. Many marketers struggle to come up with new content ideas. By leaving the topic each guest will discuss up to them, it saves a lot of headache for marketers and allows for consistent content creation. Since the guests on his show are also his audience and target buyer, the topic they chose will be highly relevant. Another way podcasting assists with content marketing is through repurposing of episodes. This can be in the form of inspired blog posts, social messages, images, transcriptions, etc.

Align Marketing and Sales. B2B brands recording podcasts will find it advantageous to align marketing and sales. Sales will be able to support marketing in finding guests by revealing who they’ve identified as likely buyers. And marketing will help sales by aggressively targeting decision makers from those organizations to be podcast guests. A podcast can support an account based marketing (ABM) strategy.

Tune into this episode to hear an example of a software company Sweet Fish Media helped to launch a podcast. The show helped the comp-09any to connect with brands like Sears and General Mills.

Featured On This Episode:

There are TWO WAYS you can listen to this podcast with James Carbary.

You can click the Listen Now button at the top of this page, or, you can listen from your mobile device’s podcast player through iTunes or Stitcher. Discover why B2B professionals are raving about our social selling online courses for sales professionals, entrepreneurs and executives.

This post originally appeared on the Vengreso blog.

Looking for even more from Bernie? Check out these three blog posts that will help you dive deeper in to account-based podcasting and prepare you for his CMWorld session:

  1. The 3 Pillars of Marketing at Sykes a Global Brand
  2. Helping Customers Win More through Highly Personalized Account Based Marketing
  3. Why B2B Marketing And Sales Is Broken And How To Fix It

Register today for Content Marketing World 2020, where you’ll hear from Bernie Borges and 150+ other incredible content marketing leaders. Use SPEAKER100 to save $100 off your pass!


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