Audio Delivers Decision Makers For B2B Advertisers

This week’s Cumulus Media | Westwood One Audio Active Group® blog focuses on the business-to-business sector and outlines how B2B brands can use AM/FM radio and podcasts to reach business decision makers.

95% of businesses are not in market for products and services: 

•  The primary goal of B2B marketing is “being known before you’re needed.”
• AM/FM radio reaches 85% of all business decision makers weekly. Podcasts reach 40%.
• Business decision makers are similar in profile to heavy AM/FM radio and podcast listeners.

• Audio connects with business decision makers on an emotional and intellectual level providing an engaged and attentive audience.
• Business-to-business professionals listen to a wide variety of AM/FM radio programming formats and podcast genres.
• MESH Experience: Among information technology decision makers, AM/FM radio is the number one media platform.
• IT decision maker case study: AM/FM radio drives stronger impact than TV for an IT brand despite spending 5X more on TV.
• Binet and Field’s effective B2B marketing strategies: Invest in share of voice; Balance brand and performance investments; Expand the customer base with mass reach media; Maximize mental availability; Harness the power of emotion in creative.
• System1’s ideal creative elements for B2B: A story arc, characters, soundtrack, emotion, and a fluent device (fictitious character/ characters or a scenario, expressed as a slogan).
• System1’s Andrew Tindall’s audio creative best practices: Brands need more audio-distinctive brand assets; Slowly and clearly say brand name; Put on a show and entertain for business gain; Use pauses and hushed voices to create dramatic intimacy.