Podcast Marketing in a B2B Environment

Contributed By: Ahlstrom-Munksjö

Ahlstrom-Munksjö is a global leader in fiber-based materials, supplying innovative and sustainable solutions to its customers, regionally known as a specialty papermaker. With four paper-manufacturing plants in Wisconsin and more than 40 other plants around the globe, the team at Ahlstrom-Munksjö has found ways to expand its go-tomarket messaging strategy in nontraditional ways for the B2B community – podcasts.

“At the start of the pandemic, we realized that our very traditional way of reaching our customers and the marketplace was going to take a significant hit, and we needed to pivot quickly like many other industries,” said Addie Teeters, Head of Marketing Communications and Public Affairs. “Podcasts quickly became an innovative and yet functional way for us to communicate strategic messaging to a specific audience.” Teeters and her team have found podcasts to be a very transparent way to communicate to their target audience, while offering the ability for listeners to tune-in at their leisure.

“Often with a webinar or in-person meeting, you are expecting the customer to schedule specific time with you,” explained Teeters. “Additionally in those environments, it is clear that this is a presentation format or it is a bit rehearsed. With a podcast, you can carry on a conversation with your team and it simply comes across as more natural.”

Dana DeCoster, Marketing Manager with Ahlstrom-Munksjö, has participated in the podcasts. She believes this to be a truly strategic way to reach customers in a more unique format. “This was the first time I was fortunate enough to be part of this type of podcast experience, and I truly loved the outlet it provided to discuss vital topics such as sustainability that we are so passionate about,” said DeCoster. “In order for these podcasts to be successful, it is critical to trust your own knowledge and just speak candidly to the marketplace. A podcast allows you to just be yourself, and really take a step back to enjoy this unique process of marketplace discussion and education. I am already looking forward to the next one!”

Ahlstrom-Munksjö has found that keeping the conversation natural and non-scripted is key.

“Certainly you want to take the time to agree upon content and questions, and ensure the people you are interviewing feel confident and prepared,” said Teeters. “However, be sure to encourage your team to be flexible, and to not read their notes. You are experts in your business and in your craft, so channel that confidence when you go into recording your podcast. The transparency and more conversational tone will certainly be perceived as more authentic to your audience.”

Ahlstrom-Munksjö’s mission is to expand the role of fiber-based solutions for sustainable everyday life. Their offering includes filter materials, release liners, food and beverage processing materials, decor papers, abrasive and tape backings, electrotechnical paper, glass fiber materials, medical fiber materials, diagnostics and energy storage solutions, as well as a range of specialty papers for industrial and consumer end-uses. They employ some 8,000 people around the globe.

To access AhlstromMunksjö’s latest podcasts visit: They are also available wherever you listen to podcasts.