‘4 Ways to Use Audio in B2B Marketing’ – HubSpot
Amanda Zantal-Wiener says, “When you’re trying to get somewhere — by foot, train, bus, or car — how do you pass the time?
I’m one of those people who always has to be listening to something. Whether it’s a new Spotify playlist or the latest episode of a podcast, I use pretty much every opportunity to consume audible content.
I’m hardly the only one who’s partial to audio in this way. According to the 2016 Edison Research Infinite Dial report, despite our content consumption becoming increasingly digital, we still love sound and sound alone. Online radio listenership, for example, has increased by 35% since 2005. But what does that have to do with us? 
We believe that this listening behavior creates a tremendous opportunity for marketers — especially those in the B2B sector — to create branded, audible content. Audio is often associated with consumer marketing, but those kind of assumptions create a missed opportunity for B2B brands. After all, here at HubSpot, we create content for marketing and sales professionals in a variety of formats, and if you read our blog, it’s no secret that we’re constantly nagging you to do the same — even with audio”.
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