How to Launch and Grow a Successful B2B Podcast

Recently, during a LinkedIn Live session on our profile, we delved deep into the art of launching and scaling a B2B podcast. This discussion highlighted the potential of podcasts as a powerful tool for brand building and nurturing client relationships in the B2B space. If you missed the session, here’s a concise summary of the key takeaways.

Why Start a B2B Podcast?

Podcasts stand out in the content marketing landscape for several reasons:

• Ease of Production: You don’t need a Hollywood-level setup. A microphone, a recording tool like Zoom, and a distribution platform are enough to get started.
• Repurposable Content: Recordings can be transcribed into blog posts, snippets for social media, and even sales enablement materials.
• Reaching Key Decision-Makers: With 44% of C-suite executives listening to podcasts, it’s an ideal format to engage them outside their regular 9-to-5 schedules.
• Relationship Building: Podcasts open doors with prospective clients. Inviting them to share insights fosters a sense of collaboration without the pressure of a direct sales pitch.

Steps to Launch Your Podcast

1. Define Your ObjectivesStart with a clear goal. Are you looking to build brand awareness, generate pipeline revenue, or nurture specific accounts? Setting these expectations early aligns your team and stakeholders.
2. Start LeanYou don’t need a huge budget to begin. Tools like GarageBand (free for Mac users), Descript for editing, and affordable microphones like the Samson Q2U can help you produce professional-quality episodes.
3. Choose the Right FormatMost podcasts follow a standard Q&A model, but you can differentiate yourself with unique formats, such as narrative storytelling or multi-host panels. This makes your podcast more memorable.
4. Leverage AutomationUse platforms like Zapier to reduce manual work. Automating processes like scheduling guests, generating show notes, or distributing episodes saves time and ensures consistency.

Scaling and Growing Your Audience

Once you’ve launched, focus on growth with these strategies:

• Invest in Distribution: Creation is only half the battle. Share your episodes across channels like LinkedIn, Twitter, and email newsletters. Equip guests with pre-made assets to help them share the content, amplifying its reach.
• Collaborate with Partners: If you’re just starting and lack an audience, consider co-producing a podcast with a trade media partner. This approach leverages their existing network.
• Measure Impact: Track the effectiveness of your podcast through self-reported attribution fields, feedback from your sales team, and conversational analysis tools like Gong.

Tips for Sustained Success

• Experiment with Formats: Keep refining your approach. As your audience grows, consider investing in better equipment or hiring freelancers for tasks like editing and promoting.
• Optimise for Relationships: Use your podcast as part of your account-based marketing (ABM) strategy. Inviting key prospects to your show creates touchpoints that are more meaningful than traditional cold outreach.
• Think Long-Term: Your first 20 episodes are a learning phase. Focus on consistency and improvement rather than perfection.

Closing Thoughts

A B2B podcast isn’t just another content channel—it’s a versatile tool for engagement, relationship building, and thought leadership. With a clear plan, some basic tools, and a commitment to value, your podcast can drive significant results.