Spending time with prospects
Let me tell you about Mike. Mike is the Marketing Director in a large company. He’s 40, married, with 3 children.
He gets up at 7 a.m., and from then on, his schedule is packed… Shower, get the kids ready, drop them off at school and nursery, then on to the office for 9, 9:30…
A typical workday is really busy. Between meetings, and demands of all sorts, he doesn’t have a spare minute. Back home in the evenings, it’s the start of another day with the kids. Then once they’re in bed, around 9 p.m., he enjoys an episode or two of House of Cards with his wife.
Despite all of that, he needs to be constantly up to date on new solutions that could be useful for his work, but he doesn’t always have the time to go through blog articles or 30-page white-papers, or watch hour-long webinars.
I’m sure Mike sounds very familiar… In fact he’s probably fairly typical of the vast majority of your targets…
So the obvious question is : as a BtoB marketer, how can you reach Mike ?
Well, despite all of this activity he, and everybody else, does have some « down » time in his day.
Everyone spends some of their time travelling, cooking, doing time-consuming tasks, or practicing their sport… These moments are perfect for spending time with your prospects !
Not trying to sell your products, but providing them with content that will help them grow and learn about specific topics, which is the essential aim of successful content strategies. And audio is the perfect channel for it !
Joël, CMO at Hivency didn’tthink twice about grabbing this new opportunity:
We were able to recycle our e-book in an authentic format and reach a part of our target audience that doesn’t have time for reading, while collecting accurate data on their listening behaviour.
CMO @ Hivency
According to an Ifop survey, 74% of spoken audio listeners use it to learn more about a subject !
And the same study shows that listeners like audio content because they can do something else at the same time :
*Ifop survey - Podcast consumption - 2020