According to recent research from the Content Marketing Institute, 90 percent of organizations utilize content marketing to achieve B2B sales objectives, notes audio sharing company Cinchcast.

Furthermore, while high-value content has proven to be one of the most effective ways to engage prospects and customers, one fairly overlooked B2B marketing strategy is the integration of interactive audio.

Using audio, B2B marketers can create authentic customer stories, turn company executives and experts into content creators, optimize their online and offline event strategies and turn text-based information into mobile, on-demand visuals.

A recent study from Eccolo Media further demonstrates the growing popularity of audio in B2B marketing. According to researchers, prospective technology buyers who view whitepapers perceive marketing collateral to be more influential when audio or video content is embedded in it. Specifically, 83 percent of respondents believed its inclusion "positively" or "very positively" affects the overall influence of written collateral.

Researchers also found that approximately 55 percent of tech buyers said they've consumed written collateral with embedded audio of video – a 10 percent increase from 2010.  

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