How to Effectively Measure a B2B Podcast

Podcasts are quickly becoming a staple in B2B marketing, offering unique ways to engage audiences, build credibility, and support broader strategies like account-based marketing. In our recent LinkedIn Live session, we explored one of the most common questions about podcasting: How do you measure success? Below, we break down the insights from that discussion to help you evaluate and improve your podcast strategy.

Start with Outcomes Before Metrics

One of the biggest mistakes podcast creators make is focusing on metrics like downloads or social media shares before defining what they want to achieve. Metrics only have value when they’re tied to clear outcomes. To start, ask yourself: Why are we doing this podcast?

For many B2B businesses, common podcasting outcomes include enhancing account-based marketing efforts, building credibility within an industry, or increasing return on investment from events. For instance, a podcast can act as a tool to open doors in ABM campaigns or co-create thought leadership with high-profile clients. In some cases, companies use podcasts to build their content marketing processes from scratch, producing consistent, high-quality material. Whatever your goal, defining your outcomes will shape which metrics matter most to your podcast’s success.

The Two Types of Metrics

Once you’ve defined your outcomes, you can assess your podcast using two types of metrics: reach and resonance.

Reach metrics measure how wide of an audience you’re capturing. Unique downloads are often a more accurate indicator than total downloads, as they reflect distinct listeners rather than repeated plays or automated downloads. Another important reach metric is the number of impressions and views your podcast-related content gets on social media. Don’t forget about platforms like YouTube, where video podcasts can perform surprisingly well thanks to its status as the world’s second-largest search engine.

On the other hand, resonance metrics measure the stickiness of your content—how engaged your audience is. Average consumption rates, which you can find in podcast platforms like Spotify or Apple Podcasts, provide valuable insights into how much of your episodes are being listened to. High rates (70–75% or above) indicate strong audience interest. Reviews, direct feedback, and even mentions in social media comments or emails can also reveal how much your podcast resonates with its audience. These forms of qualitative feedback are especially powerful when building internal confidence in the value of your podcast.

Avoid Common Measurement Pitfalls

While tracking your podcast’s performance, it’s important to avoid some common traps. Over-relying on download numbers can lead to misleading conclusions, as these metrics often include automated downloads that don’t represent real engagement. Always look at downloads in context. If you’re producing a niche B2B podcast with a highly specialised audience, expecting thousands of downloads immediately is unrealistic.

Timelines also matter. Podcasts, especially for brands without an existing content marketing machine, take time to build momentum. It’s not uncommon for meaningful reach metrics to take six to twelve months to develop. In the meantime, focusing on resonance metrics like retention rates and qualitative feedback can provide early indicators of success.

Practical Tips to Enhance Podcast Success

Once you’ve established your metrics, consider ways to improve performance. For example, if your podcast is part of an account-based marketing strategy, track how it helps open conversations with potential clients or nurtures existing relationships. When tied to events, measure how well your podcast increases foot traffic or helps generate content pipelines from trade shows or conferences.

Podcasts can also be a valuable way to establish credibility in industries where traditional case studies or press releases are challenging to secure. By co-creating thought leadership content with notable clients or partners, you position your brand alongside industry leaders, even if those partnerships remain informal.

Final Thoughts

Measuring the success of a B2B podcast starts with a clear understanding of what you want to achieve. Focus on both reach and resonance metrics to ensure you’re capturing a wide audience while also engaging them meaningfully. Remember, success won’t come overnight—patience and strategy are key to building a podcast that drives value for your business.

If you approach measurement with a balance of clarity, consistency, and context, you’ll be well on your way to demonstrating your podcast’s impact and unlocking its full potential.