Can a Podcast Help Service Businesses Generate Revenue?

Recently, on our LinkedIn Live series, Breaking B2B, we explored the growing role of podcasts in personal branding and corporate marketing. Harris Kenny, CEO of Intro CRM, joined host Jason Bradwell to discuss how podcasts can amplify a brand’s voice, build trust, and fuel engagement. This conversation unpacked why podcasts are a valuable medium and provided actionable advice for businesses looking to dive into audio content.

Why Podcasts Stand Out

Podcasts offer a unique, decentralized platform that fosters authentic connections with niche audiences. Unlike social platforms like YouTube or Instagram, podcasts are not reliant on algorithms, giving creators greater control over their content and audience engagement. Harris explained how podcasts allow businesses to establish trust through intimate storytelling and direct communication.

This format also offers remarkable versatility. Episodes can be repurposed into blog posts, social media content, newsletters, and even sales enablement tools. For brands operating in niche markets, podcasts are a particularly powerful way to address specific audiences with highly relevant content. Harris also emphasized their effectiveness in sales outreach—inviting prospects to a podcast opens doors that cold emails often can’t.

The Journey of Two Podcasters

Both Harris and Jason shared their experiences with podcasting, shedding light on the learning curve and rewards. Harris began his podcast as a personal journal documenting his business journey. While his initial format struggled, a relaunch as an interview-driven show gained traction, with organic downloads and positive feedback increasing steadily. Jason’s B2B Better started during the pandemic as a way to connect with fellow marketers. Over three years, it evolved into a focused platform offering valuable insights for B2B marketing professionals.

The takeaway? You don’t need a perfect plan to start. Launching with a simple concept and iterating based on feedback is often the best way to build momentum and improve.

Making Podcasts Work for Marketing

Podcasts are more than a content channel—they’re a strategic tool for building relationships. Jason highlighted how podcasts are an excellent avenue for cold outreach, allowing brands to bypass the typical resistance to sales calls. Inviting potential clients or collaborators to be guests often leads to meaningful conversations and opens the door to future partnerships.

The medium also excels in client engagement. For industries where case studies and public endorsements are rare, podcasts offer a subtler way to showcase client success stories. Harris shared an example of working with a major automotive client who refused to participate in traditional PR but eagerly joined a podcast to share industry insights. These interviews often reveal valuable narratives that indirectly highlight the brand’s role.

Practical Steps to Start Podcasting

Getting started with a podcast is simpler than many assume. The initial setup can be done on a modest budget with basic tools like a reliable microphone (the Samson Q2U is a great choice), a podcast hosting service like Transistor.fm, and an editing tool such as Descript. The latter also allows for easy repurposing of content into video clips or social media snippets, maximizing the reach of each episode.

Harris and Jason stressed the importance of starting small and refining your format over time. Podcasts don’t have to be perfect from day one. Focus on creating engaging, relevant content, and let production quality improve as your experience grows.

How to Measure Success

Measuring the success of a podcast goes beyond simple download numbers. While analytics from hosting platforms like Spotify provide insights, qualitative signals often speak louder. Increased engagement on related social posts, anecdotal mentions during sales calls, or client feedback are valuable indicators of impact. For direct attribution, methods like adding a “How did you hear about us?” field on lead forms or asking prospects during sales conversations can connect podcast efforts to tangible results.

Additionally, podcasts fuel broader content strategies. One episode can inspire months of auxiliary content, from social media posts to email newsletters. This multiplier effect makes podcasts a cost-effective content pillar, even if direct revenue attribution isn’t immediately visible.

Conclusion

Podcasts are a flexible, impactful tool for B2B marketers. They create connections, build trust, and provide a steady stream of content for broader marketing campaigns. Whether you’re seeking to expand your network, engage with clients, or establish thought leadership, podcasts offer unmatched potential. The key is to start small, iterate, and focus on delivering value to your audience.

Now is the perfect time to embrace the podcasting medium. With minimal upfront investment and the potential for lasting returns, it’s a strategy that no forward-thinking business should ignore.