Turn Up the Volume: How Audio is Shaping the Future of B2B Marketing

Audio is quickly becoming a game-changer for connecting with professional audiences, especially in fintech and financial services. As financial professionals, your audience is plugged in—whether they’re commuting, working, or relaxing after a long day. The rise of digital radio, music streaming platforms, and podcasts means that audio is a constant presence in their lives. With […]
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Audio is quickly becoming a game-changer for connecting with professional audiences, especially in fintech and financial services. As financial professionals, your audience is plugged in—whether they’re commuting, working, or relaxing after a long day. The rise of digital radio, music streaming platforms, and podcasts means that audio is a constant presence in their lives. With 77% of Gen Z and 79% of millennials regularly using audio streaming services, the opportunity for businesses to use audio as a marketing tool has never been more apparent. Your message has the potential to be a consistent part of their daily soundtrack, helping you stand out in the highly competitive financial space.

Let’s dive into why audio is an essential part of your B2B marketing strategy for fintech and financial professionals.

  1. The Rise of Audio Consumption and the Opportunity it Presents

    With 20 hours a week spent consuming music and streaming platforms, audio has become deeply integrated into the routines of professionals across industries – specifically finance professionals. Audio is no longer just about entertainment—it’s about engagement. Your audience is tuning in during their workday while commuting, and even during exercise, creating an always-on opportunity for your message to be heard. This creates a significant window for B2B fintech marketers to reach decision-makers like CFOs, analysts, and investors during moments when they’re most attentive.

    Whether through podcasts that deliver financial insights or digital radio ads during market updates, the increasing consumption of audio is a gateway to building awareness and fostering trust within a financial community. As more financial professionals engage with audio, your brand has the chance to position itself right where your audience spends time—through their speakers and headphones.

    Disclaimer: Warning: This could lead to your brand being stuck in someone’s head all day, like that catchy song they can’t stop humming! Proceed with awesome audio ads carefully.

  2. The Power of Audio Advertising as a Trusted Platform

    Radio and audio formats have long held a unique trust with listeners. The conversational nature of podcasts and the reliability of digital radio create a sense of intimacy that other forms of media struggle to match. This is vital for B2B fintech marketers, where credibility and trust are everything, especially when communicating complex financial solutions.

    With 55% of Gen Z in the UK regularly tuning into digital radio, audio has a broad reach across generations. As a B2B marketer in the finance space, leveraging this trusted medium can help you build a strong presence in the financial world, reaching both new and seasoned professionals. Strategic audio ads can subtly weave your brand into the listener’s routine, embedding your message in their mind—like an earworm, but with your business as the solution, which can lead to higher engagement rates. The added bonus? Audio ranks as one of the most trusted platforms, even surpassing digital and social media. This trust, combined with the personal feel of audio, makes it a powerful tool for building lasting relationships with your audience.

  1. Audio in Daily Professional Rituals
    Audio consumption has become an integral part of the professional routine, particularly in fintech and financial industries, where staying informed is crucial. Financial professionals consume podcasts on market trends, stream music to focus during work, and listen to radio updates during their commute. By tapping into these daily rituals, your brand can become a natural part of their routine. When a fintech CEO is catching up on the latest market trends via podcast or an analyst is using music streaming to focus, a well-placed audio ad or sponsored message can deliver value without disrupting their flow. The key is subtlety—your content should blend seamlessly with their current activity, becoming a part of their day without being intrusive. Financial professionals appreciate timely, relevant information, and audio gives you a direct way to engage with them at crucial moments.

  1. Becoming a Seamless Part of Your Consumer’s Life
    While professionals use audio during their work routines, the medium extends well beyond the office. From their morning commute to personal downtime, audio is embedded into daily life. In fact, by 2025, digital audio is projected to reach 215 million U.S. listeners, with a clear shift toward audio over video among Gen Z and Millennials – many of whom are early adopters of FinTech services. This evolution offers fintech and financial brands the chance to become a natural part of their consumers’ daily lives, creating stronger emotional connections by being present during these personal moments.

    Your brand is no longer just a sponsor or advertiser; it becomes part of the broader conversation. Whether through sponsoring industry podcasts or placing ads during relevant financial programming, you can make your brand a consistent, trusted companion. This creates not just visibility, but emotional resonance, embedding your brand into both the personal and professional routines of your audience.

Conclusion: Audio as the Key to B2B Marketing in Fintech and Financial Services

Audio has evolved from a passive listening experience to an interactive, deeply personal medium for engagement. With the growing consumption of digital radio and streaming platforms, the opportunity for fintech and financial professionals to leverage this channel for B2B marketing is immense. By tapping into the trusted nature of audio, integrating it with daily routines, and becoming part of your audience’s life, you can create a marketing strategy that resonates—not just in their minds, but through their speakers.

It’s time to turn up the volume on your marketing efforts and use audio as the channel to connect with the professionals who matter most.

This is where The Leading Voice broadcast comes in. Our live broadcasts go beyond a one-time event. From pre-event promotions to post-broadcast content creation—including video & audio snippets, sponsored articles, and social media exposure—we help you maintain a lasting presence with your target audience. You can even create a podcast! With The Leading Voice, your brand remains visible long after the event, ensuring your message continues to resonate with senior decision-makers in the finance sector.

Ready to amplify your brand’s voice? Get in touch to see how The Leading Voice can work for your business.

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