If you talk to anyone who works in business-to-business (B2B) marketing, you’ll hear a lot about content. Most of it comes as blog posts, ebooks, LinkedIn posts, reports—things B2B buyers can scan between meetings. But there’s another option making waves lately: podcasts.
B2B podcasts aren’t new, but they’re still rising in popularity. You might even have a few you like listening to on your commute or at the gym. So, why are so many brands starting them? And does podcast marketing really reach decision-makers? Let’s get into how podcasting connects with B2B audiences—and how you can make it part of your marketing strategy.
Why B2B Brands Are Using Podcasts
It’s not hard to see why podcasts are appealing. They’re easy to consume, even during a commute or while doing chores. People can learn, get inspired, or stay up to date, all while doing something else. For brands, that means you get to be present in your audience’s workday without shouting over a busy inbox.
Podcasts work for B2B because they go deeper than a tweet or a quick blog post. You can really dig into a topic, build trust, and engage people who are genuinely interested. Since business buyers want value and real insight—not just sales pitches—podcasts are a strong choice.
Understanding the B2B Podcast Audience
Picture your average B2B podcast listener. They’re probably someone in a professional role—think manager, director, maybe even C-level. They want substance, not fluff. They’re used to long meetings and complex decisions. Relevant examples, fresh data, and actionable insights go a long way with them.
Then there’s the question of time. These listeners want something they can use right away. If your show helps them save time, solve a business problem, or just look smart in their next team meeting, that’s a win.
Setting Objectives: More Than “Let’s Go Viral”
Before you record anything, it helps to know why you want a podcast. Is it brand awareness? Thought leadership? Maybe you want to generate leads or nurture relationships with existing clients. Be honest about what you want. It’ll guide every decision you make, from format to topics to promotion.
That said, set goals that tie back to your actual business priorities. If you care about customer retention, maybe your podcast should answer client questions. If growth is the focus, interviews with partners or customers make sense.
Crafting Your Content: Topics, Structure, and Value
Every B2B podcast needs a hook. That could be the format—like interviews, solo insights, or panel discussions. Or it could be a recurring theme, such as technology trends, sales tactics, or leadership advice. Choose topics you know your audience is Googling at work. Does your show answer questions they’re already asking?
Episode structure is worth considering, too. The best B2B podcasts usually keep episodes focused and on track. Maybe it’s a tight 30-minute episode, or maybe you specialize in quick, 10-minute tips. The trick is consistency. People want to know what they’re getting when they press play.
Don’t forget about value. Give listeners insights, data, and advice they can actually use. Avoid jargon or fluff. Remember, you’re building trust episode by episode.
Inviting Guests: More Than Just Filler
Most B2B podcasts lean on guests: founders, experts, customers, partners, or people who have real, practical experience. The best guests aren’t just big names; they’re folks who bring something unique. Maybe they solved a tricky industry problem, or maybe they simply tell a great story.
Structure interviews so they feel conversational but focused. Let guests share their expertise, but always bring it back to what your listeners care about. Sometimes, the simplest question—“What would you do differently next time?”—gets the best insights.
Getting the Word Out: Promoting Your Podcast
Rolling out new episodes is just the start. To get listeners, you’ll need to promote your podcast. Start with your own channels: company newsletter, website, and of course, LinkedIn. Share audiograms or short clips to highlight great moments.
Think about collaborating with your guests. If they have a following, ask them to share their episode. Social media platforms like LinkedIn and Twitter are especially strong for B2B. Encourage ratings and reviews on Apple Podcasts or Spotify, but also keep an eye on how people talk about your show online.
Building a listener base isn’t just about numbers. Try to create a little community—respond to comments, ask for feedback, and maybe even start a LinkedIn group around your show.
Measuring Podcast Success: What Actually Matters?
For B2B marketers, measuring podcast success isn’t always about downloads. Sure, total listens matter, but so do things like listener retention and episode completion rate. Those tell you if your content is actually being consumed.
If lead generation is a goal, add trackable links in show notes or direct listeners to special landing pages. Pay attention to qualitative feedback, too. Are people emailing you? Do prospects mention your podcast on calls? Insights like these matter when you’re telling your boss how the podcast helps the business.
Feedback loops are key. Use surveys or LinkedIn polls to see what topics your audience wants more (or less) of. Make adjustments as you learn.
B2B Podcast Wins: Real Examples
Some B2B brands have made podcasts a natural extension of what they already do. For example, the “Slack Variety Pack” blended workplace stories with product insights, offering both humor and practical takeaways. Inside Intercom’s podcast goes deep into product management and customer support, giving listeners a playbook for real work situations.
Another example is “The Growth Hub Podcast” by Advance B2B. They interview real marketers, sharing play-by-play stories—not just theories. Brands like these treat their podcasts like ongoing conversations, not just a one-time campaign.
Troubleshooting: Common Podcast Challenges and How to Work Through Them
Let’s be real. Not every B2B podcast is a hit from day one. Some shows lose steam if they don’t have a clear focus. Others spend too much time selling, which turns off listeners. Or you might struggle with inconsistent releases due to busy scheduling.
Technical issues can crop up too. Maybe the audio isn’t great. Or maybe editing and publishing becomes a chore. Scheduling guests can also be tricky. The key is to keep it simple—batch record episodes, plan ahead, and don’t stress over perfection.
If downloads are low, check your promotion strategy. Are you making it easy for people to find and share episodes? Is the show listed on all major podcast platforms? Sometimes, small tweaks make a big difference.
What’s Next: Podcast Trends in B2B Marketing
Things are still changing quickly. More B2B podcasts are experimenting with short-form content, live recordings, and even video episodes for YouTube or LinkedIn. Voice search and smart speakers could make searching for podcasts even easier soon.
Some brands are turning to tools and services (like those at Vihaari Software) to help with editing, distribution, or even analytics. As more marketers see value in podcasts, we’ll probably see even smarter metrics and new ways to connect shows to CRM and sales systems.
There’s also a shift to more personal, authentic shows. Audiences are tired of polished “ad speak” and want to hear real stories and stumbles, even in business settings.
Bringing It All Together
Podcast marketing for B2B isn’t a silver bullet, but it’s a strong option if you care about audience engagement. It’s about building trust, sharing real stories, and making space for useful insights in people’s busy days.
You don’t need the world’s fanciest equipment or celebrity guests. Just a good idea, some clear goals, and a plan to keep showing up. Keep the focus on value, stay curious about your audience, and adjust as you go.
That’s how the best B2B podcasts work—and it’s probably why you’ll keep seeing more cropping up on your feed soon. If you’ve been sitting on a podcast idea, now’s still a pretty good time to try.