The trend: Podcasts have become a critical tool in B2B marketing, offering unique advantages that align with business-to-business communication needs.

36% of B2B marketers worldwide plan to incorporate podcasts into their marketing strategies, according to a 2023 LinkedIn/Ipsos study; that report noted that 60% of B2B marketers plan to increase their usage of podcasts, reflecting the medium's growing role in content marketing.
In 2024, 17% of B2B marketers in North America and Europe plan to increase their podcast content distribution, per 10Fold.

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