How Podcasts Impact B2B Purchase Decisions

A key aspect of lead generation is to engage people as early in their buying process as possible, because that's where you can make the biggest difference. Simply put, engage early and often. An excellent way to reach people early is by developing Using Thought Leading Content as a Lead Generation Tool Podcasts are a great way to share your thought leading content which is why I found this report by Universal McCann very compelling. They just announced the results of a joint research study on the emerging role of new media, particularly

32 percent of survey respondents stated their usage of podcasts has "Increased" or "Significantly Increased" in the last six months.

72 percent claimed that they have downloaded or listened to podcasts on technology topics on more than one occasion; 23 percent do so "frequently."

Nearly 60 percent of respondents said that information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts.

55 percent of respondents would be more likely to consume white papers and analyst reports if they were delivered as podcasts.

57 percent of the frequent podcast users stated their biggest challenge with podcasts is the scarcity of interesting content.

65 percent responded that they listen to podcasts for both personal and business interests.

To learn more about the Emerging Media Series study visit, Del.icio.us | Yahoo! My Web | Brian Carroll is the CEO of