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Although you might turn to podcasts as a source of daily news or afternoon entertainment, the medium’s utility doesn’t end there. For B2B companies looking to expand their reach, podcasts are an accessible and effective tool to engage new audiences and build brand loyalty. We review the benefits of podcasting and explain why it’s gaining popularity in B2B marketing.

There’s a reason they say first impressions are everything, and it’s because they are. Whether we like to admit it or not, our first interaction is a predominant factor in developing our perception of something — whether it be a person, product, or service. Using a collection of exemplary book introductions, we illustrate the importance of setting the tone and shaping your brand messaging to ensure you leave a favorable impact on your audience.

Every spring, college basketball’s March Madness tournament draws a range of crowds—from those only invested in winning their bracket pool to the die-hard fans glued to the TV for every game. To better understand what attracts the games’ high viewership and engagement, we explored the NCAA’s marketing tactics and offer five lessons B2B marketers can steal from its playbook.