Discover why podcasts are kicking butt for B2B marketers.

One thing I’ll recommend is to add a video component to your podcast. Reason being that you’ll get a ton more bang for your buck because you’ll be able to create short-form video content from it. It’s a bit more challenging to set up but it’s worth it.

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According to HubSpot, it’s the #2 Content Creation Trend, right behind visual storytelling.

But, what is it that makes Podcasts and Video Podcasts the cool kids on the block and how might a podcast work for your B2B company?

I don’t know about you, but I love to learn new things and stay on top of the latest trends in my industry, so listening to a podcast, instead of the radio or nothing at all, makes perfect sense.

I also find that podcasts give you a very clear sense of who knows their stuff while at the same time, letting you get to know, like and trust the host. And, as AI becomes pervasive, this authenticity is refreshing.

Lately, I’ve been listening to a podcast by Tom Hunt called “Confessions of a B2B Entrepreneur.” He also happens to run a podcast services company called Fame and he’s said that as a general rule, there really isn’t much direct selling going on. Instead, he uses his podcast as a way to generate Know, Like & Trust of him and his company.

Podcasts are the cool kid on the block these days. Here’s a list of helpful tips and insights to help you on your journey.

❌ Most Common Mistakes B2B Podcasters Make:

1. Not Having a Clear Strategy or Purpose

• Many B2B podcasts start as “thought leadership” projects without defining who they’re for or what outcome they want.
• They fizzle out because there’s no alignment with business objectives.

2. Making It Too Much About Themselves

• Talking too much about your company or products turns listeners off.
• It’s better to position your podcast as a resource for your audience’s challenges, not a commercial for your services.

3. Inconsistent Publishing

• Launching with energy but missing episodes kills momentum and trust.
• A predictable cadence (even if bi-weekly or monthly) is better than bursts of content followed by silence.

4. Ignoring Repurposing Potential

• Most creators don’t maximize their podcast content across platforms — wasting huge opportunities for reach and engagement.
• One episode can fuel a week or more of LinkedIn, blog, email, and short-form video content.

5. Poor Audio or Video Quality

• Especially in B2B, professionalism matters. Poor production reflects on your brand.
• You don’t need a full studio, but good sound, lighting, and framing are table stakes.

6. No Distribution Plan

• Uploading to Spotify and Apple is not a strategy.
• Many B2B companies neglect LinkedIn, newsletters, partnerships, and owned media.

7. Lack of Measurement

• No metrics = no improvement.
• Without tracking listens, engagement, repurpose performance, or even qualitative feedback from sales, you can’t gauge ROI.

Best Ways to Make the Most Out of Your B2B Podcast:

1. Design the Podcast as a Sales & Marketing Asset

• Interview potential clients, industry influencers, or partners you want relationships with.
• Use it as a door-opener or account-based marketing (ABM) tactic.

2. Use Video Podcasting for Maximum ROI

• Record your sessions in video.
• Pull clips for short-form content on LinkedIn or YouTube Shorts.
• Upload full video to YouTube for long-term SEO.

3. Batch Record to Stay Consistent

• Record 4–6 episodes at a time to stay ahead and avoid stress or gaps.

4. Create a Repurposing Machine

From one episode, you can generate:

• 3–5 short video clips
• 1–2 audiograms
• Blog post or summary
• Quote graphics
• LinkedIn posts
• Email newsletter segment

5. Feature Your Clients & Partners

• Invite them on the show → they’ll share the episode, deepen your relationship, and showcase your work (without selling).

6. Turn Episodes into Sales Content

• Use specific episodes to:
• Address common objections
• Provide buyer education
• Share customer success stories
• Train internal sales or marketing teams

7. Promote Internally

• Give sales, customer service, and HR teams access to podcast content they can use in outreach or onboarding.

🎛 Internal vs. Outsourced Podcast Production

Internal Production – Pros

• Cost Control: Long-term, it’s usually cheaper once equipment and workflows are set.
• Speed & Flexibility: You can pivot quickly, book guests on short notice, or respond to industry news.
• Content Familiarity: Your team knows your brand, voice, audience, and products better than anyone.
• In-House Repurposing: Easier to align with existing content, sales enablement, or marketing campaigns.

Internal Production – Cons

• Time-Consuming: Editing, scheduling, promotion, and repurposing are a full job (or more).
• Steep Learning Curve: Good audio/video requires some technical skill, and you risk low-quality content early on.
• Inconsistency Risk: If team priorities shift, the podcast might stall.
• Creative Burnout: Producing internally every week can lead to idea fatigue or stagnation.

Outsourced Production – Pros

• Professional Quality: Experienced editors, producers, and designers make your brand shine.
• Time-Saving: Focus on being the host or strategic leader, not managing the nuts and bolts.
• Consistency: Agencies help you stick to deadlines and avoid podfade.
• Strategic Support: Many podcast agencies offer help with content planning, repurposing, and promotion.
• Access to Tools: Outsourcers already have subscriptions to pro-level tools for editing, hosting, transcription, etc.

Outsourced Production – Cons

• Higher Ongoing Cost: Monthly retainers or per-episode fees add up.
• Onboarding Time: External teams need guidance to match your brand tone and voice.
• Less Flexibility: You’ll need to stick to processes, timelines, and scopes of work.

Possible Creative Disconnect: Not all editors understand the nuance of B2B content or your specific goals.

🎥 Audio-Only vs. Video Podcasting

 Audio-Only – Pros

• Faster to Produce: No need to worry about lighting, cameras, or visual editing.
• Lower Production Cost: Simpler gear, fewer moving parts.
• Easier for Guests: Less pressure on appearance and setup.
• Great for Passive Consumption: Listeners can tune in during commutes, workouts, etc.

Audio-Only – Cons

• Limited Repurposing Options: No video clips for social media, which are huge for visibility.
• Harder to Build Personal Connection: Viewers feel more engaged when they can see faces.
• Less SEO Potential: YouTube and visual content offer additional discovery channels.

Video Podcasting – Pros

• High Repurposing Value: Create short clips, reels, YouTube content, LinkedIn videos, and more from one recording.
• Better Engagement: People are more likely to stop scrolling for a talking head than an audio waveform.
• Adds Professional Credibility: Looks like you’re serious about quality and brand authority.
• Supports YouTube SEO: Your show can show up in both YouTube and Google search results.

Video Podcasting – Cons

• More Setup Required: Lighting, cameras, framing, and post-production take more work.
• More Editing Time: Syncing, trimming, and color correction can be time-intensive.
• Guest Resistance: Some guests may decline or feel uncomfortable being on camera.

In 2025, B2B podcast popularity is less about going viral and more about consistency, quality, and strategic alignment with business goals. Here are the key factors that make B2B podcasts successful and popular in 2025:

1. Hyper-Relevant Topics for a Specific Niche

• General business podcasts are too broad.
• Popular B2B podcasts focus tightly on specific roles, industries, or challenges (e.g., “Ops Leaders in Manufacturing,” “Marketing for Mid-Market SaaS,” etc.).
• Relevance > reach. You’re not trying to go wide, you’re trying to go deep.

2. Guest-Driven Lead Gen & Influence

• Smart B2B podcasts treat guests like strategic partners or prospects, not just content sources.
• Popular shows feature:
• Industry leaders (credibility)
• Clients or use cases (social proof)
• Ideal buyers (ABM strategy)
• Partners (co-marketing potential)

3. Genuinely Helpful, Insight-Rich Content

• Popular podcasts are a valuable resource, not a company soapbox.
• They deliver:
• Tactical takeaways
• Trends and insight
• Peer-to-peer learning
• “What’s working now” content
• Audiences return to shows that make their jobs easier or careers better.

4. Video-First with Repurposing in Mind

• In 2025, popular B2B podcasts are content engines — not just shows.
• Each episode fuels:
• LinkedIn clips
• YouTube videos
• Email content
• Blog posts
• Sales enablement assets
• Video clips are often what make a podcast popular, not the audio feed alone.

5. Consistency & Professionalism

• Reliable publishing schedule (weekly or bi-weekly).
• Clean production: good audio, strong visuals, on-brand assets.
• Strategic editing: tight intros, clean callouts, no fluff.

6. Community & Engagement

• The most successful B2B podcasts create a sense of belonging:
• Hosts engage on LinkedIn.
• Listeners are invited into the conversation (polls, comments, follow-ups).
• Episodes feel like dialogue, not lectures.
• Some even have private Slack/Discord groups or in-person meetups at conferences.

7. Distribution Beyond the Podcast Apps

• Podcast popularity in B2B comes more from LinkedIn and YouTube than Apple Podcasts or Spotify.
• Winning creators treat the podcast as the core asset, but distribute smartly:
• Clip-based posts
• LinkedIn carousels
• Highlight reels in newsletters
• Embedded audio or video in blog posts

8. Alignment with the Sales Cycle

• In 2025, B2B podcasts aren’t just media — they’re sales content.
• Top shows:
• Create episodes that align with specific sales stages (e.g., objection-handling, onboarding, thought leadership for influencers).
• Share episodes directly with prospects.
• Repurpose episodes into sales enablement materials.

9. Experimentation & Format Innovation

• Micro-episodes, roundtables, behind-the-scenes series, internal AMA-style episodes, or crossovers with other shows.
• Popular podcasts test new formats to keep the feed fresh and increase audience retention.

10. Clear Host POV

• The host matters. Great B2B podcasts in 2025 feature hosts who:
• Have a clear point of view
• Show up consistently online
• Are credible, likable, and interested in the guest’s world
• Become a face of the brand — humanizing the company