Top 20 B2B Marketing Podcasts for 2025

Podcasts today have become not only a form of entertainment, but a tool for people to learn from experts in their field, so when it comes to B2B marketing there are so many different podcasts that can provide you with practical advice that can make a big difference in your marketing.

Having the best possible B2B marketing strategy is the goal of any company trying to optimize their reach and generate the highest quality leads. B2B marketing podcasts are an essential component of learning the latest tips and tricks to hone your strategy so that your business can continue to grow and stand out from the competition.

Many B2B leaders are finding value in launching their own podcasts. A show creates a direct line to your target audience, builds credibility in your industry, and turns conversations with the right guests into new business opportunities.

Producing a podcast consistently can be overwhelming, which is why many companies turn to a B2B podcast agency to handle everything from strategy to production, allowing them to stay focused on building relationships and growing their business.

In this expansive list of podcasts you will find plenty of useful recommendations on how to boost your B2B marketing efforts:

1. The Foundr Podcast

Hosted by Nathan ChanIf you are looking for an abundance of expert business advice from people in a wide variety of industries, The Foundr Podcast is the B2B marketing podcast for you. Listeners are able to learn from real life stories about how business leaders became successful, and the best practices and insights that they find most valuable for anyone looking to do the same, no matter what field they are in.

The guests span from modern up-and-comers who are reimagining the best ways to break into the business world, to more experienced business people who have stayed relevant in a changing marketing climate, allowing you to get an overall look at what it takes to be a founder.

2. Exit Five: B2B Marketing with Dave Gerhardt

Hosted by Dave Gerhardt

Exit Five: B2B Marketing with Dave Gerhardt is all about the best ways to drive revenue through marketing. Dave Gerhardt’s experience with B2B marketing has turned him into one of the most influential voices in the industry, making him the perfect person to help you improve through the implementation of his pro tips.

Business leaders are always interested in improving on their marketing strategies, and with the advice of not only David, but his guests, who are equally as equipped to offer tips and tricks, you can utilize this podcast’s content to your business's advantage.

3. The GaryVee Audio Experience

Hosted by Gary Vaynerchuk

With the increased focus on social media and short form video content in B2B marketing strategies, having the most up to date tips on how to optimize your content using these mediums is essential for staying relevant.

The GaryVee Audio Experience is the podcast for getting the most up to date information from an expert B2B marketer. With a main focus on business growth, you can learn not only marketing techniques to keep your business sustainable, but the best ways to keep yourself in the proper mindset to best facilitate that growth for your company.

4. Breaking B2B: B2B Marketing & Demand Generation Podcast

Hosted by Sam Dunning

When it comes to B2B marketing it can be difficult to break away from the traditional marketing and sales strategies that have become the commonplace models that many businesses fall back on when they are trying to become successful. On Breaking B2B, Sam Dunning and hisguests discuss how to be original and develop your own effective marketing strategy and avoid relying on generic, outdated techniques.

These episodes focus on how to be different and set your business apart, and span a variety of relevant topics like core marketing principles and basics, effective sales tactics and key performance metrics.

5. Hypergrowth Podcast Network

Hosted by The Drift Team

The Hypergrowth Podcast Network is a collection of podcasts where each one is dedicated to a different B2B or marketing topic. With each podcast being created by members of the team at Drift, the topics are uniquely tailored to hit every aspect of marketing that you could possibly be interested in.

With the expansive number of podcasts and hosts within the network you can take advantage of the fact that each person has a different area of expertise, along with the convenience of having one central hub as your go-to spot as a listener. The podcasts offered touch on topics ranging from business growth to optimizing customer engagement in your marketing.

6. Revenue Vitals

Hosted by Chris Walker

Revenue Vitals is a must-listen for anyone interested in B2B marketing simply because it has an entirely different approach to what the essential components of marketing success really are. As a listener you will question your entire ideology surrounding B2B marketing strategy, and further, you will learn how to improve your thought process.

One of the reasons you may have heard of this podcast before is because Chris commonly repurposes the content from his podcast episodes into short form content to reach an even larger audience.

Creating a podcast for your business can be a great marketing tool for exactly this reason, and choosing to partner with a B2B podcast agency means you can produce high-quality content that reinforces your authority, builds trust with decision-makers, and provides additional marketing assets to share across platforms like LinkedIn and social media, all without adding extra work to your plate.

7. Online Marketing Made Easy

Hosted by Amy Portfield

Online Marketing Made Easy is a podcast full of digital marketing tips that are easily accessible to anyone, even if you are just starting out. If you value easy solutions that can help with business growth, and can be implemented right away into your marketing content and strategy, then you will definitely want to give this a listen.

It’s easy to find yourself lost in a sea of technical jargon when it comes to business advice, but here you will find simplified concepts that can help you see real change in your digital marketing.

8. The B2B Playbook

Hosted by George Coudounaris

Generating leads and demand is the name of the game in regards to B2B marketing, and The B2B Playbook will provide you with a structured, easy-to-follow roadmap on how to do just that.

In this podcast host George Coudounaris and Kevin Chan explain their demand generation framework and display how effective it really is by giving examples of how it has prompted growth in revenue for real businesses.By understanding their playbook even further through in depth explorations into this framework by podcast guests as well, you can learn how it can best be applied to your business to create growth opportunities for yourself.

9. The Tim Ferriss Show

Hosted by Tim Ferriss

Tim Ferriss has cemented himself as a big name in the business world as the creator of 4 Hour Work Week, and in The Tim Ferriss Show he is able to expand on his own expertise on how to adjust your lifestyle to optimise your success.

His guests are some of the most prolific voices in marketing and entrepreneurship and they delve into things like routines, tools and habits, and explore changes that the average person can implement to truly make a difference in their lives.

10. The Notorious Thought Leader

Hosted by Erin Balsa

The Notorious Thought Leader is all about learning how to become a thought leader within your industry. It specifically focuses on how to create and optimise the thought leadership content that you are trying to create so that you are truly producing something unique and valuable that is relevant to your field, allowing you to generate more leads for your business.

If you are a business leader looking to better understand how thought leadership can contribute to keeping your business sustainable, here you will hear from company founders and marketing leaders about the real difference that a thought leadership strategy can make, and how it can set you above the competition.

11. Masters of Scale

Hosted by Reid Hoffman

If you want to learn from some of the top business leaders out there then this podcast is a must-listen. Hosted by a co-founder of LinkedIn, you will learn about business scaling from guests who have turned their companies from one small idea into a worldwide phenomenon.

With episodes featuring big names like Mark Zuckerberg, who discusses the rise of Facebook, you will gain a new perspective on what it takes to build a successful business.

12. The Customer Engagement Lab

Hosted by Travis Tyler

Learning about new marketing, sales and business growth strategies can be boring and feel repetitive when you are constantly being served the same information. If you’re looking for content that stands out and has a lighter tone, PandaDoc’s The Customer Engagement Lab is a good place to start looking for information on new marketing trends.

With a more casual format, this podcast focuses on the best ways to reach your target audience, and how to keep potential customers engaged with your content and business. Building brand awareness is important, and in B2B marketing, making sure that you are generating leads by making yourself known to others is a skill you can hone through this podcast’s many tips and tricks on how to keep people interested.

13. Noah Kagan Presents

Hosted by Noah Kagan

As the founder of Sumo and OkDork.com, Noah Kagan has a breadth of knowledge on what it means to be successful in marketing and entrepreneurship. In his podcast, he delves into topics like Search Engine Optimization and how to build strong business relationships, while also giving listeners a look into his personal life, discussing lifestyle choices that have affected him positively and could do the same for you.

14. Women in B2B Marketing

Hosted by Jane Serra

Women in B2B Marketing takes the over a decade of experience of its host Jane Serra and combines her expertise with that of other women who are prominent B2B leaders in their industries. This podcast provides you with real stories of business achievements and the marketing strategies that helped in accomplishing those goals, while also giving you insight into the best way to structure your business and about scaling for sustainability.

The discussions between accomplished women who have all risen to the top of their fields will offer you not only a critical perspective on the latest business trends, but act as a great source for inspiration as well.

15. I Love Marketing

Hosted by Joe Polish and Dean Jackson

Any up-and-coming entrepreneur looking to get into B2B marketing would benefit from listening to I Love Marketing. If you’re trying to break into your industry and are looking for a place to build a foundational knowledge of the skills that you’ll need to get your brand and content to reach your target audience, you should give this podcast a try.

One of the most important things this podcast does is give you insights into how to deal with specific situations that you are likely to face when you are just starting out in trying to build a business. This means that you can harness their marketing techniques for business growth, while also having a source to fall back on when it comes to common start-up questions.

16. The B2B Lead Gen Podcast

Hosted by Eric Schwartzman

Lead generation is a primary goal of B2B marketing, but it is important to remember that what you are really hoping to get out of your marketing is quality leads, rather than focusing on quantity, and having a lot of leads with no potential for follow-through.

The B2B Lead Gen Podcast acts as a how-to guide on generating quality leads where host (and digital marketing consultant) Eric Schwartzman goes into topics like data analysis, the hiring process, how to remain unbiased when evaluating marketing metrics, and more. Thesediscussions are all focused on teaching you how to optimize your team, and your content, for lead and revenue generation.

17. The Business of Story Podcast

Hosted by Park Howell

By listening to The Business of Story Podcast you have the opportunity to learn about how storytelling is a critical part of business through discussions with copywriters, content creators and employees who work in advertising.

Park Howell breaks down which aspects of storytelling can be applied to your marketing strategy in order to make it more effective, and you can use his ideas and the strategies of his guests to take your marketing to the next level.

18. The SaaS Marketing Show

Hosted by Dylan Hey

The SaaS Marketing Show is the perfect podcast for anyone who knows they need to make a change in their marketing strategy, but doesn’t know where to start.

Here you can find a wide range of case studies on real businesses who have become successful, but instead of focusing solely on what they did right, this podcast goes into the missteps as well, helping you to better evaluate your own business practices and make changes according to what has and hasn’t worked for other businesses.

19. Growth Marketing Stories

Hosted by Aazar Ali Shad

Growth Marketing Stories is a podcast all about how you should take a growth flywheel approach to your B2B marketing in order to build momentum and continue to grow long term, instead of relying on techniques that work for short term revenue, but leave you at square one later on.

By listening to this podcast you will learn why keeping your target audience engaged in your brand by providing them with new and exciting content that they specifically find valuable works to your advantage long term, because your potential customers will keep coming back to you if they consider your content useful.

20. The Science of Social Media

Hosted by Hailley Griffis, Brian Peters and Kevan Lee

With the rise of social media as a core B2B marketing tool, understanding how to optimize your business’s presence on these platforms is more important than ever. The Science of Social Media allows you to learn through not only the interview format, but also through in depth discussions that actually teach you social media techniques used by big brands to keep their audience engaged in short form content.

Conclusion

It is clear that B2B podcasts offer a true wealth of information for any business looking to improve their marketing strategy. The convenience and affordability of podcasts makes them a resource every business leader should take advantage of, because there is really no opportunity like them to learn from the expertise of such a wide variety of marketing professionals.

Have you implemented any of these podcasts’ marketing strategies at your company? If so, let me know, which did you find most effective?

Written by Eva Geimer

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

Webinar vs Podcast for B2B Marketing: Which Drives Better Leads?

Discovering and using the best strategies to generate leads for your business is a key focus for all business leaders, and with the rise of both webinars and podcasts as core marketing methods, deciding which of these to use to get the best results can be difficult.

Finding out which approach is right for not only conveying your business’s purpose and goals, but for getting the right people and businesses interested in what it is that you have to offer is crucial to remaining a sustainable B2B brand. With the ever increasing pressure to choose the right marketing strategy, you may feel lost in the debate of webinar vs podcast, so this is the place to learn which is the right fit for you depending on your needs.

Here you’ll find all of the information you need to understand these two mediums, and make the most effective decision about whether webinars or podcasts are right for you.

Both webinars and podcasts can attract attention, but the real question for business leaders is which one will bring qualified leads into your pipeline, shorten sales cycles, and build lasting trust with decision-makers.

How Webinars Draw In and Connect with Potential Customers

The first important step towards making a decision on which method is best for your B2B marketing is having an in-depth understanding about what each of these methods are. Webinars are presentations, which can be either streamed live or recorded in advance, that revolve around explaining and discussing one specific topic or idea. A key benefit of webinars is that they offer direct audience interaction, automatically boosting engagement.

Benefits of Marketing with Webinars

Webinars are a great way to showcase your expertise in your specific area, cementing to your audience your thought leadership capabilities, and building authority for yourself and your business by engaging with potential clients.

If you go into the webinar ready to interact with your audience and show them that you are a real person with the skill, knowledge and dedication that any client would want from a B2B agency, you can humanise your business in a way that so many other marketing strategies fail to do.

Between 20 to 40% of the audience of one webinar will turn into leads for your business, and this is because you are developing trust and a real connection with the people who are eager to learn from someone who is a leader in their industry. Building up authority is key, and webinars are a great way to do this.

Some other benefits of webinars include:

1. Accessibility: Since webinars are online there is the opportunity for a wide breadth of people to attend, no matter where they are, and you can build an authentic connection with every attendee without the need for physical proximity to one another.

2. Analytics: Having the opportunity to analyse the data surrounding the audience activity during the webinar means that you can adapt your engagement strategies for further webinar using the statistics from previous events. This means that you can better understand how to present your information in a way that keeps your audience hooked and wanting to ask more questions so that you can further establish your expertise.

3. Opportunity for Repurposed Content: One of the further marketing benefits of webinars is that you can take the content from that one event and use it again for things like short form content and social media.

Main Features of Webinars for Driving Leads

Webinar marketing has many advantages if your goal is to garner lead engagement and this is because of the variety of key features that webinars have to offer. In today’s climate it is common knowledge that the average attention span is rapidly decreasing, so it is critical that you keep your audience interested in what it is that you have to say in order to make your business stand out. When it comes to the webinar format, you have ample opportunity to keep people engaged the whole way through.

Interactive elements like polls, quizzes, live Q&A’s and chat options allow your audience to feel like they are not just a passive observer, but a real member of the conversation when it comes to the information you are sharing.

Further, you are able to display your own take on whatever topic you have chosen to address in the webinar, making it clear that you and your business have their own unique perspectives and offer things that others cannot.

Brand awareness and remaining memorable is another thing that webinars can help you with, because many webinar platforms give you the opportunity to implement email marketing, prompting your audience to register for other webinars, keeping your name in their minds, as a relevant source for information and potential partnership.

How Podcasts Establish Credibility and Engage with a Larger Audience

No matter who you are or what demographic you consider yourself a part of, chances are you have listened to a podcast before. The creativity and true degree of human connection that you are afforded using the podcasting medium as a marketing tool is extensive.

While this is a less interactive strategy, with podcasts you have the opportunity to give your listeners a look behind the curtain of your business depending on the tone and style you choose to implement - and you have the freedom to invite even more expert opinion in the form of guests.

Benefits of Marketing with Podcasts

Podcasts are fantastic when it comes to lead generation because there is simply such a broad and extensive audience that goes beyond the level of professionalism typically associated with the audience webinars. The convenience and dependability of podcasts is a main reason why listeners tend to keep coming back for more when it comes to this type of content, and because of this developing trust with your audience is the core benefit of podcasting.

By putting real time and effort into the information and ideas that you are sharing with your audience you can develop authority within your industry and create a connection with your audience through the humanising aspect of your voice. In fact, 88 % of U.S. podcast listeners have taken action after hearing a podcast ad, underscoring how deeply engaged and responsive podcast audiences can be

Unlike with webinars however, you are able to reinforce over time a degree of trust between yourself and your listeners, and clearly establish why your business would be the best to partner with, since your audience is consistently relying on and experiencing your expertise on a regular basis. This is why sticking to a regular episode posting schedule is so important.

Every new podcast episode is a new opportunity for lead generation, and you can continue to show your audience that you are relevant by building off of the latest information and trends within your industry, making it obvious that your business is willing to evolve with the changing times.

With the consistency of podcasts and the ability for you to more easily maintain an audience, there is also less concern about having to hook potential leads all in one short time frame. The pressure to be memorable after one interactive session, like with a webinar, is gone, because you are more than likely going to have the opportunity to engage with that same audience again once you post your next episode.

Main Features of Podcasts for Driving Leads

The primary feature of podcasts that make them such a good strategy to implement when you are focusing on driving leads is the fact that there is no restriction on where people can consume your content.

This may seem like a small advantage, but the convenience of having content that you can listen to anywhere at any time helps you to reach a much larger audience than you could with other marketing techniques.

There is simply no excuse for why people can’t be listeners. No matter how busy they may be in their everyday lives, the accessibility of the podcast format means that it can easily be put on in the background, allowing you to reach people who aren’t able to commit to other types of long-form content.

Another important feature is the ability for people to go back and listen to former episodes, allowing you to have a prolonged impact on your audience, and granting you the opportunity to potentially gain more leads in the future simply from picking up new listeners through your older content.

Reaching international audiences also becomes so much easier through podcasts because eventually you will have a foundation of previous episodes sharing your expertise, meaning even more touchpoints for new people to become listeners and engage with your B2B brand.

In addition, with the right strategy and a trusted podcast partner, podcasts create a unique networking opportunity by bringing potential clients, partners, or industry leaders onto your show as guests. Each guest episode builds relationships with people in your target audience while also exposing your brand to their networks. The impact of this is measurable: the average guest-to-client conversion rate on B2B podcasts is 10%, and one cybersecurity firm attributed $2.3 million in new pipeline over nine months to relationships built through podcast guests.

Beyond the recording itself, each podcast episode can be turned into multiple forms of content such as blogs, short video clips, social posts, and SEO-optimized articles that align with your overall marketing strategy. This multiplies the reach of a single conversation and ensures that your podcast continues to drive leads across different channels.

This is why so many leading B2B brands now use podcasts not only as a content channel but as a relationship engine with clients, partners, and investors.

Making the Choice

Now that you have a foundational knowledge about webinars and podcasts you might be thinking that both of these options sound like great marketing tools to reach your audience and turn them into leads - this means that it’s time to figure out how to decide which one works best for your B2B marketing needs.

What to Consider:

1. Which Approach to Lead Generation Fits Your Needs the Best?

If your main goal is being able to connect with your audience and to engage with your potential clients on a truly human level to build up a professional relationship, then creating a webinar is the best choice for you. If, however, your focus is on developing brand awareness and building a long term audience base who could turn into leads over time after experiencing the depth of your knowledge and process, podcasting is for you.

2. Which is the Easiest for you to Produce?

Considering the practicality of taking on either of these types of projects is important to decide which is best for you. To produce a webinar you have to create slide decks, ensure that the presentation runs smoothly and be able to manage questions and varying degrees of interaction from your audience all in real time, making it essential that you are well prepared before taking on this medium.

As a business leader, your time is best spent in conversations that build trust and showcase your vision, not in editing audio or figuring out distribution. That’s where having support from a podcast partner makes the difference.

Creating a podcast may initially seem like an easier feat, however there are many components that go into producing a professional result.

Producing a podcast for your B2B brand doesn’t have to be difficult, though. Partnering with a B2B podcast agency means having the entire process, and all of the extra work that comes along with it, handled by professionals, so you can make quality content and reach potential clients without the stress of trying to do it yourself.

One of the main benefits of a podcast agency is being able to get more marketing content through the repurposing of a single podcast episode into material for platforms like social media, newsletters, and blog posts.

3. Which Method Gives You the Best Data on Your Leads?

Being able to take in and analyse data about lead generation through either a webinar or a podcast means that you are able to adapt further content to better reflect what your audience finds valuable.

With webinars, you are immediately going to have information about the engagement level of your attendees, meaning you can see right away how best to adjust. With a podcast, you are not going to have much information right away, however you will be able to see long term trends regarding interaction as you continue to produce more episodes, meaning that you will have a more holistic data set in the future.

4. Which Format is Most Valuable to Your Audience?

Generating leads is all about appealing to your target audience, and different marketing mediums are going to have different levels of engagement depending on who specifically it is that you are trying to attract.

Webinars are going to be found the most valuable by people looking not only to be passive observers to information, but who are looking to expand upon their personal knowledge by engaging with the expert, who in this case, is you. Podcasts are most appealing to people who prefer to remain passive in their information seeking and who value the consistency that regular episode posting provides them.

5. Which Option Makes the Most Sense Financially?

A return on investment (ROI) is a critical factor to consider when implementing any kind of marketing strategy, so taking into account the costs of making either a webinar or podcast in relation to the projected impact on your lead drive is essential. While the financial aspect of both methods may vary, webinars typically cost more upfront, but podcasts are a long term commitment and take up more time as well.

A Quick Guide on Webinar vs Podcast

If you have considered all of these questions and still find yourself debating which format is best, here are some more specific key points about when to use each content type:

When to Use Webinars:

• You want direct engagement through Q&A, polls, and interaction.

• Your topic is best explained with visuals like slides or demos.

• You need fast feedback and data from attendees.

• Relationship building in real time is your top priority.

• You want short-term impact for launches or campaigns.

When to Use Podcasts:

• You want your content to reach a broad audience anytime, anywhere.

• Your content works best as interviews or discussions with guests.

• You want to build trust and authority over time.

• You want long-term ROI by repurposing episodes into blogs, clips, and SEO content.

• You want lead generation that compounds as old episodes keep attracting listeners.

Webinars are best when you need short-term impact through live interaction, visuals, and immediate feedback from potential clients. Podcasts, on the other hand, are better suited for long-term growth, allowing you to consistently build authority, nurture trust, and repurpose each episode into multiple content formats that continue generating leads long after release.

Conclusion

While both marketing strategies have grown immensely in popularity because they grant businesses the opportunity to build authority and authentic connection with others, turning audiences from consumers into potential clients, choosing between the two strategies really comes down to what matters most to your B2B marketing strategy.

If your focus is on audience engagement and creating an interactive space where you can drive leads, webinars may be the right fit. But if your priority is lasting brand authority, scalable content, and a steady stream of qualified leads, podcasting is the channel that continues to deliver long after each episode goes live.

So, which format do you think would work best for you? Let me know!

Written by Eva Geimer

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

B2B Podcasting: Benefits, Best Practices and Statistics for 2025

B2B content marketing can be difficult, especially as marketing practices continue to evolve to stay relevant for a new demographic of potential clients. The decision makers of today are looking to make a connection with your company, and one of the best ways to build a close, direct relationship with a wide audience is through B2B podcasting.

Having a podcast marketing strategy means shifting away from the traditional, impersonal marketing practices that distance you from your audience, because you have the opportunity to share your brand, and more importantly, your voice, consistently if you maintain a regular posting schedule. Posting consistently also increases the likelihood of your podcast and business being discovered by others, as around 84% of Apple Podcasts are actually inactive, meaning the space is less crowded than you may think.

If you are looking for a way to not only genuinely reach your audience, but to increase brand awareness as a whole, here is what you must know about B2B podcasting in 2025:

Is B2B Podcasting a Good Fit for Your Brand?

There are plenty of modern marketing strategies that include newer forms of content creation, like YouTube videos, short-form content, and social media. That’s why it’s important to consider how a B2B podcast can support and build on what you're already doing.

Working with a B2B podcast agency like Jony Studios gives you more than just a podcast. It becomes the foundation for a full content engine that helps you reach your ideal clients, build trust in your niche, and open the door to meaningful conversations. Each episode can be turned into blog posts, video clips, newsletters, and social content, with them handling all of it for you.

From planning to publishing, the entire podcast creation process is taken care of. Your team gets a consistent stream of high-value content without adding more work to their plate.

Lead generation is right at the top of the list of reasons why B2B podcasting is a must for any business looking to bring in new clients. You may even find an audience in demographics that you would never expect through the medium seeing that currently, branded podcasts attract almost the same amount of interest as celebrity podcasts do.

There are three major questions that you should ask yourself when considering if creating a B2B podcast is the right choice for you and your business:

1. What is Your Business Hoping to Achieve?

While it may seem like going viral and topping the charts is the primary goal for your podcast, in reality, this should not be your top priority. Looking at statistics is important when it comes to understanding who your audience is, and how to adjust in order to reach your target demographic, but really the name of the game is how valuable your listeners - no matter how many of them there may be - are finding your content, which can translate into how likely they are to become clients, and how well you are establishing your brand identity. This is how B2B podcasts measure success.

Your goals and objectives are the two components you need to consider before creating a podcast. First ask yourself what you think the main purpose of your podcast is. This can include producing thought leadership content, further defining brand identity, forming a deeper connection with your audience, and so on. Then create a plan and schedule that will step by step help you to achieve your main goal.

2. Is Your Target Audience Listening to Podcasts?

If this is a question you are asking yourself, you are not alone. Many businesses operate under the assumption that only a very specific demographic is listening to podcasts to begin with, so they believe that this marketing strategy may not work for them.

While over 50% of people between the ages of 12 and 54 years old in the US are podcast listeners, over 20% of people over 55 said that they are listeners as well, meaning that even though it may seem like you can only target young people with this method, your audience can actually be far more diverse.

Whether your audience is young or old, when it comes to lead generation, targeting business decision makers is important, and the fact of the matter is, because of the convenience and ability to multitask that podcasts afford their listeners, decision makers make up a larger percentage of the general podcast audience. This means you are likely reaching the right people just by taking on this medium.

3. Are Your Competitors Already on Board?

In all likelihood, the answer to this question is yes. Podcasts are a consistent way to reinforce brand identity, making them a crucial marketing tool. 41% of people in the US listen to podcasts every month, and 83% of senior executives listen to a podcast weekly, meaning that people choose to come back to this type of content on a regular basis.

Producing content in a format that you know people are already interested in boosts the chances that people will come across your brand. 36% of B2B companies have decided to implement podcasting as a marketing tool, and this percentage is on the rise. More and more companies are seeing the potential in podcasting, so even if your competitors are not creating podcasts now, they likely will be soon.

Statistics To Consider:

1. 60% of listeners made a purchase based on a podcast ad in 2023, which is a 5% increase from 2022

2. The top B2B podcast episode topics are:

1. Content Marketing (37%)

2. Content Distribution (25%)

3. The BBC found that branded podcasts produced 89% higher awareness, 57% higher brand consideration and 24% higher brand favorability for their organisation.

8 Benefits of Podcasts for your B2B Company

Creating a podcast has become easier than ever before as it continues to grow in popularity as a marketing medium, making it well worth it to harness the eight benefits of this method of content creation:

1. Thought Leadership

As an expert in your field, you have the ability to make meaningful, unique content about the specific skill set of yourself and your company, allowing you to become a thought leader in your industry.

By making content that is not simply repeating the ideas of others, but is actually leading the discussion about topics your audience finds valuable, you are building authority for your business. When decision makers come across your podcast content, they will be looking for knowledgeable businesses to partner with, and showcasing your skill and ability to produce thorough, informative content is appealing to potential clients.

In a crowded market, developing authority can be what sets you apart from the competition. By making thought leadership content, specifically that where you are answering questions and speaking with other thought leaders in your field to further the conversation, you are doing this. 63% of branded podcasts use an interview format to this effect, meaning it might be time for you to consider doing the same if you’re looking for the best results.

2. Brand Recognition

Making your brand memorable is crucial to keeping your business sustainable long term. Having a level of brand awareness where your audience thinks of you first in regards to the service you are providing is what turns your target audience into potential clients, and visibility is the first step to reaching that level of recognition.For start up companies especially, it can be extremely difficult to develop the level of awareness necessary to generate consistent business.

B2B podcasting can provide more than 30 times the uplift in brand awareness compared to traditional marketing practices, and this is all because you are not only targeting people who are currently in the market, but you are also making a connection with the average listener, who then has a brand in mind should they need your service down the road.

3. Multi-use Content

As I mentioned before, B2B podcast agencies are not only useful for creating one piece of content, but for creating scalable content, meaning that you are not wasting time and resources trying to produce individual pieces of content that are up to the standard and quality necessary to boost authority and trust in your brand.

By putting the maximum amount of time and effort into one podcast episode, you are essentially providing yourself with a foundation of information that can be repurposed to suit a wide variety of different media. One of the most common types is short form content, whether this is on TikTok, Instagram or Youtube shorts. At least once a week, 65% of branded podcasts post short form content from their episodes, making further marketing opportunities out of one piece of content.

Scalable content is also critical for SEO, because adapting your podcast content into something like blog posts or any other form of written content means crawlers are consistently exposed to your brand name and high quality content, meaning your company is more likely to rank.

4. Reaching a Busy Audience

One of the most common ways that brands miss out on reaching decision makers is by producing content that is not compatible with the busy lifestyle of people who have the power to choose to employ you. Chances are, in the little down time that potential clients have, they are not wanting to read long, wordy content, and even if they did, it just isn’t convenient when they are on the go.

Podcasts, however, are the perfect solution for this. By making content that is easily accessible wherever you are, and is conducive with multitasking, the likelihood that your audience will become listeners is very high. 73% of listeners do so on their phones, and since we rarely go anywhere without them, this medium is incredibly convenient even for the busiest person.

Apps like Spotify and Apple Podcasts are also organised by topic, meaning if people are looking to listen to something you are discussing, there is a high likelihood that they will discover your podcast by chance, increasing your potential client base.

5. Finding the Best Clients

The success of B2B podcasts comes not from reaching the most people, but from reaching the right people. When you are making content that is so specific to one particular topic, your listener base is going to be specific too, and this is actually something that works well to your advantage.

The people who find your content valuable are the people that you are going to want as clients. Building connections with decision makers and executives in your industry through your content acts as a type of networking, even if it may seem one-sided, because making sure these high profile people know you can lead to partnership opportunities later.

Encouraging your listeners to leave comments on your episodes can also bolster further networking. Once you know who your audience is, you can even invite expert audience members to be guests on your podcast, building up that relationship even more.

6. Highlighting Employees

As is the case with thought leadership content, presenting expert ideas and opinions is extremely useful to establish your brand and make yourself stand out amongst other companies. Having employees from different departments of your company as featured guests on your B2B podcast is a great way to get a variety of perspectives without having to constantly look externally for people to interview.

An advantage of having members of your team as guests is that listeners get a better idea of how your business operates, and who they might be dealing with should they choose to partner with you. Internally, allowing employees to share their role in the company improves workplace culture as well, making your business even more productive.

7. Gives Brand a Human Voice

When you are looking at a company’s website, or reading an article it’s easy to forget that behind the well thought out words and marketing jargon, there are real people with real expertise looking to provide you with the best possible service that they can. Developing a human connection with your audience is crucial to building trust and authenticity, and allowing them to hear an actual voice that they can then associate with your brand is a good way to break down the barriers of impersonality.

All businesses providing the same service are going to use the same keywords, and try to sell you the same great product, so at the end of the day, decision makers choose partners based on who they believed stood apart from the rest. Having a distinct humanity and voice associated with your brand not only makes you unique, but it reassures your audience that your business is a collective of real people who care about producing the best results.

8. Easy and Affordable Marketing

One of the most obvious benefits of B2B podcasting is the fact that, with an ever increasing listenership, this is a medium that you can easily add to your marketing strategy, especially if you partner with a podcast agency, and you can reach your audience without having to put in a lot of time and effort.

Being able to produce scalable content also makes podcasting extremely cost-effective, as the resources you put towards the effort are providing you with more than just a single episode in regards to marketing assets.

How to Do B2B Podcasting Right

Now that you understand the many benefits of creating a B2B podcast for your business, here are some of the best practices for making sure your podcast is as effective as it possibly could be:

1. Build your podcast around your audience's preferences - your focus when it comes to formatting your podcast should be on what it is that your target audience wants and finds most engaging. Think about episode length and structure.

2. Pinpoint your Unique Value Proposition - honing in on what sets your podcast apart from others, or, your UVP, means identifying:

• Relevancy: How does your podcast benefit or enhance the lives of your audience?

• Quantified Value: What specialised knowledge do you have to provide your audience with that others do not?

• Differentiation: Why is your podcast worth listening to over those of your competitors?

3. Give a Call-To-Action and prompt engagement- this can include asking your listeners to follow you on social media; subscribe to a newsletter; or leave comments, feedback and reviews.

Responding to, and learning from, the results of audience engagement, means you can improve your content, reach more people and improve and how your podcast is ranking

4. Tell your brand’s story - going into the personal side of how the business was started and getting to hear from executives about the passion and drive behind providing B2B services helps listeners feel connected to you and your company

5. Consistency is key - building trust is all about meeting expectations, so setting a firm, realistic schedule for when each episode will be posted, and sticking to it, helps to establish your company as reliable and helps you build listenership

Conclusion

With all of the benefits of B2B Podcasting, it’s clear why this is such an up-and-coming content marketing medium. Now that you know all of the advantages of podcasting, and the tips for getting started, you are no doubt on your way to better reaching your audience and generating new leads!

If you’ve started your own podcast, let me know, which piece of advice did you find most helpful?

Written by Eva Geimer

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.