B2B podcast
In short
A B2B podcast is a recurring audio or video show made for professionals and business buyers rather than general consumers. Companies run them to share expertise, interview customers and industry voices, and stay visible to their market.
Unlike ads, a podcast earns attention over time. Its main value for GTM teams is trust, access to guests who may become partners or buyers, and a steady supply of content to repurpose.
Common B2B podcast formats
- Interview: Host talks with an expert, customer, or peer.
- Narrative or customer story: A produced episode on how a company solved a problem.
- Solo or panel commentary: Opinion and analysis on industry topics.
How to start one
Define the audience: the role and problem you want to serve.
Choose a topic your company can speak about credibly, not just your product.
Plan a repeatable format and a realistic release schedule.
Invite guests from your target accounts.
Repurpose each episode into clips, quotes, and articles.
Example
Say a company selling to sales leaders hosts a monthly show with heads of sales. Each guest shares the episode with their network, and the team uses the invitation as a warm first conversation with accounts on its target list.
How to measure it
Downloads matter less than who listens. Track returning listeners, guest and audience overlap with your target accounts, mentions in sales calls, and how often episodes help move deals.
Common mistakes
- Product pitch show: Listeners leave if every episode sells.
- Inconsistent schedule: Gaps lose the audience.
- No repurposing: One episode can fuel weeks of content.
B2B podcast FAQs
What is a B2B podcast?
A B2B podcast is a recurring audio or video show aimed at business professionals. Companies use it to share expertise, feature customers and industry experts, and build trust with potential buyers in their market.
Why should a company start a B2B podcast?
A podcast builds credibility, gives a reason to contact target accounts through guest invitations, and creates content that can be repurposed into clips and articles. It works best as a long-term, consistent effort.
How do you measure the success of a B2B podcast?
Beyond downloads, track whether listeners are in your target accounts, returning listener numbers, guest referrals, mentions in sales conversations, and deals influenced. Audience quality matters more than raw volume.
How often should a B2B podcast publish?
Choose a schedule you can keep, such as weekly or twice a month. Consistency matters more than frequency, because listeners expect regular episodes and long gaps tend to lose the audience.
