All you need to know about B2B Podcasting: B2B Marketer’s Guide


Alright, so B2B marketers here are a few quick questions we want you to answer:

  • Which content marketing tactic can grab your audience’s attention for a half-hour or more at a time?
  • What key tactic can inspire an audience to subscribe to your content on a regular basis?
  • Which tactic can help boost thought leadership, raise awareness, and engage B2B influencers in your industry?


Well, there is only one answer to all of these questions – PODCASTING.

What is a PODCAST?

A podcast can be termed as an audio or video broadcast that is distributed over the Internet. It usually has a format much similar to a radio or television show. 

Because only a little equipment is needed to record a podcast and the Internet is used as its distribution medium, virtually anyone can create one. You can distribute your thoughts and opinions to the world.

Why use Podcasting as a tactic?

1. You can use podcasts to learn

While hosting a podcast, you don’t have to be an expert.

Of course, you do need to do your research (more on that soon), but if you’re inviting a guest, they get to be the expert, and you get to be the layman. 

Therefore, podcasting is an excellent learning tool.

This is especially the case for a newly launched B2B business startup, or a team that’s growing in a new direction. 

You may have spent weeks or months on B2B market research, but you’re probably still behind on the “who’s who” and “what’s what” of your industry. 

A podcast can be an amazing way to learn from industry peers and leaders.

2. Leverage podcasting to better understand your clients

Interview-style podcasts, especially those in the B2B space, usually include “B2B industry influencer” type guests. 

We get the appeal — these are folks with large followings, with names that will draw eyeballs. 

But actually these are also the folks who have been on ~36,000 other industry podcasts. And so if you really want your interview to stand out, you’ll want to listen to all ~36,000 before speaking to them.

But B2B content creators have a great opportunity with podcasts that we don’t see embraced enough – “inviting their own clients and customers onto the show.” This approach can help you share a completely unique perspective.

This is an opportunity to get a new story, and to spend an hour a week conversing with your market.

Plus, it’s these guests’ ideas, stories and concerns that are likely most appealing to your own potential client base. HubSpot’s podcast is a great example of this. 

3. Utilize podcasts to share your brand’s personality

Audio interviews have a close intimacy to them that feels more personal than written content, or even social media posts. 

It can be a great way to get a little quirky, within the scope of your B2B brand.

You can have fun with your B2B content — it can be weird and meanwhile still be professional (look at MailChimp or Moz). 

It can take a few episodes to develop such a style, but the best podcasts — no matter who their target audience is — are those in which there’s a rapport between the host and the audience.

Why Should B2B Content Marketers Care about Podcasting?

The way in which people consume podcasts makes them an ideal channel for your high-quality B2B content. 

Your clients or leads tend to listen while working out, driving, cooking dinner — — in other words, podcasts fill sizable chunks of otherwise idle time. 

You wouldn’t expect your prospect to read your white paper or eBook during their morning commute, but they might settle in with your latest episode.

The demographics for podcast listeners are attractive for B2B marketers. 

24% of people aged between 18 to 54 listen to podcasts monthly

Podcast listeners tend to be affluent, educated consumers

B2B podcast listeners are almost evenly split between men and women

In the 25-54 demographic, monthly listening has grown year over year for the past four years

Thus, your target audience is likely spending a significant amount of time listening to podcasts already. 

And those who already listen to at least one podcast are likely to be on the lookout for many more.

RELATED POST: How Webinars are creating value for marketers during the crisis

How to get started with Podcasting?

Let’s begin with outlining the steps it takes to get your podcast off the ground.

Step 1: Comprehend your niche

You know your business and your industry better than anybody. B2B podcasting is the opportunity to share that knowledge and experience. Do not get caught up podcasting about random topics that take your personal interest. The best performing B2B podcasts with plenty of subscribers are the ones that can dissect one topic at length.

Remember that you will be doing this for a long run, so make sure the topic is broad enough, to maintain the interest of your audience.

Luckily, B2B podcasting is still underutilized and there is not much competition on the airwaves.

Step 2: Get yourself the right equipment

Getting good quality sound is the most vital part of producing a good quality podcast. There is nothing more grating and frustrating than sitting through a poor recording with plenty of background noise.

However, if you want to get the best quality sound, we recommend you a condenser microphone connected through an audio interface straight into your computer.

In addition to having a proper microphone, you will want to invest in a pop filter. Pop filters are placed directly in front of the microphone and soften plosive sounds – p’s and b’s.

Downloading a Digital Audio Workstation (DAW) is the final step. Garageband is the basic entry level software for Mac, but there are better options in the form of Logic Pro, Ableton and ProTools.

 However, for a simple broadcast, all you may want is a free open source option like Audacity.

XLR condenser microphones are the best option available today. It can allow you to record using multiple mics as opposed to one ambient microphone.

Step 3: The recording or the interview

Depending on the format of your B2B podcast, you may wish to read a script, or you may invite guest speakers onto your show. Either way you need to be prepared before you press record.

It goes without saying that you should be prepared with all the notes and information you will need for the show in front of you.

You may also want to do some simple vocal and improvisational exercises to loosen up beforehand. This is as simple as running through some tongue twisters and centering your breathing.

If you are relaxed in yourself and confident in your understanding of the topic, you will find that the interview will flow well. 

Remember that your guest speakers may be nervous too. Do your best to make them feel comfortable before the interview or discussion.

It is also possible to arrange interviews through Skype or other platforms. This is a great alternative.

Furthermore, remember to find a quiet space. There is nothing worse than having to cut several minutes of good quality conversation because a lawn mower begins playing in the background.

Step 4: The editing process using DAW

Editing using a DAW may not be your cup of tea, however the basics are not difficult to learn. 

There are several plugins available on most DAWs that will do the more technical part for you. You will then want to compress the file and add filters to reduce background noise. 

Finally, use a simple master to make sure that the levels are appropriate for platforms like iTunes and Spotify.

You may also want to hire a sound designer to produce an introduction, or invent one yourself. 

You can have ambient tracks to play underneath your podcast where required.

But if all this sounds a bit daunting, there are several freelancers on Upwork and Fiverr who are inexpensive and can turn your raw files into masterpieces.

Step 5: Now distribute, share and repurpose

Here comes the important part of distributing your podcast. You can either upload podcasts online through a plugin on your website or register with an existing service. 

From there you will be able to register with more platforms like iTunes and Spotify.

Summary : Cast Your own Pods to the Wind

B2B marketers are constantly challenged to deliver the right content to their clients and prospects in the right format to earn their attention. 

Podcasting is not the most obvious choice for B2B marketers, given it is still growing as a marketing channel. 

However, if you are looking for new ways to engage B2B prospects, it is definitely an option worth considering.

Our B2B Sales & Marketing Consultancy firm can help you in developing your B2B content marketing strategy.  We can assist you in generating B2B leads and prospects for your business and building strong, resilient ties with them.

Contact us today!