Building a B2B Podcast: A Comprehensive Guide

Last Modified on January 23, 2025
A comprehensive guide to building a B2B podcast.

Podcasts are one of the best ways to share ideas and stories. But for B2B businesses, they’re more than just a trend — they’re an effective tool for connecting with clients, finding new partners, and meeting industry leaders.

Unlike cold emails, calls, or newsletters, a podcast invitation can lead to meaningful interactions. The trick is knowing how to make a podcast that stands out from the crowd and delivers real value that encourages listeners to stick around.

If this sounds like what you’re looking for, you’re in the right place. This guide breaks down everything you need to build a B2B podcast, then provides tips, tricks, and relevant advice from our professional podcasting team.

Let’s get started.

What Does It Take to Build a B2B Podcast?

It’s not hard to create a decent B2B podcast, but building a great B2B podcast is another task entirely.

Below are the six steps you can use to get your podcast off the ground, starting with the most critical component:

1. Networking and Building Relationships

Networking and building relationships will help you build a B2B podcast.

One of the most compelling reasons to start a B2B podcast is its potential as a networking tool. You can easily create opportunities for direct engagement that are more personal and impactful than traditional outreach methods.

For example, bringing on guests for insightful chats can lead to new podcast monetization opportunities, partnerships, or collaborations you might not have thought possible. Plus, the depth of the conversation in a podcast can build stronger, more authentic connections than an email or a quick call ever could.

Consider inviting various people to your show, including industry leaders, potential clients, and influencers. This direct engagement can lead to deeper, more meaningful relationships that might not have been possible through other channels.

2. Building an Audience and Establishing Thought Leadership

Unlike B2C podcasts that aim for huge listenership, a B2B podcast is all about reaching the right people. The guests you bring on can boost your visibility and credibility in the industry, which can naturally build a strong reputation.

That said, having a dedicated audience who tunes in for your niche content is a big win. A well-focused B2B podcast can attract a small but highly engaged group of listeners who really care about your industry. Consistently offering valuable insights may position your company as a trusted authority.

Learn to define your show's premise, which equipment to buy, how to configure podcast hosting, and more.

3. Creating Content That Works for Your Goals

It’s a good idea to develop a content strategy that aligns with your goals and the interests of your target audience. For example:

  • Some B2B podcasts focus on internal communications by sharing corporate updates, training material, or positive cultural stories. 
  • Others showcase the company’s expertise by discussing research, white papers, or interviewing industry experts. 
  • Still, others address listeners’ pain points and interests, which may help you create content that resonates and adds real value.

Your B2B podcast could have bits and pieces of all these strategies, but remember: staying adaptable may be your biggest goal. You may want to keep an ear to the ground for feedback from your listeners and guests and be ready to shift gears if needed. 

4. Marketing and Brand Awareness

Your B2B podcast shouldn’t just be about networking — it can also be a powerful marketing tool. By consistently offering valuable content, you can reinforce your brand’s presence and build trust with potential clients. 

You can think of your podcast like repeated impressions in advertising: the more your audience hears from you, the more likely they will turn to you when they need your products or services.

Plus, a well-produced podcast can boost your company’s visibility. Sharing episodes on social media, your website, or through newsletters can drive more traffic to your other marketing channels. And when you have influencers or big names as guests, they’ll likely promote their appearances through social media.

5. Sponsorship Considerations

Should you produce a podcast under your brand or sponsor an existing podcast? Both approaches have merits, and the choice depends on objectives and resources.

Let’s quickly compare and contrast your options:

  • Creating your own podcast provides complete control over the content, format, and branding while producing a podcast requires significant time, effort, and resources. You must consider the costs of podcast equipment, audio and video production, editing, marketing, and ongoing commitment to creating regular content.
  • Sponsoring an existing podcast lets you tap into an already engaged audience. It’s also less time-intensive and can get your brand out there quickly. However, you may not have much control over the content, so you must ensure the podcast’s tone and values match your own.

Remember: the solution you choose will affect how you record, edit, and distribute your podcast

6. Choosing the Right Tech and Tools

Choosing the right tech and tools will help you build a B2B podcast.

Choosing the right podcast equipment is essential and depends on the specific needs and setup of the podcast. Let’s look at a few of your options below:

Whether you're just starting or are looking to improve your existing show, these tips will help you produce a better podcast.

Advice for Potential B2B Podcasters

If you’re considering starting a B2B podcast, you may want to start with these recommendations:

  1. Looking at your current marketing and sales challenges. Where could a podcast make a difference? Whether building stronger connections with potential clients or positioning your brand as a thought leader, the right podcast can help tackle those problems.
  2. Quality is crucial for a successful B2B podcast. Great podcasts are often engaging and provide value to their audience. A sporadic or low-quality podcast can harm your company’s reputation. 
  3. Measuring success in B2B podcasting goes beyond download numbers. Engagement metrics such as listener feedback, social media interactions, and the quality of guest relationships are often more indicative of a podcast’s impact. Focusing on qualitative measures can help you better understand the true value of your podcast.
  4. Establish a consistent publishing schedule that you can realistically stick to. Defining the pulse of your episode frequency can help build anticipation and reliability among your audience. If you’re willing to invest in high-quality podcast production, you may be able to significantly enhance the listening experience and make your podcast more professional and enjoyable.
  5. Your team’s enthusiasm is also crucial. You’ll want your people to be passionate about the project and excited to create something engaging. Their energy will come through in the content, making your podcast more enjoyable for listeners.

Remember, a successful podcast takes time, effort, and consistency. It’s a long-term commitment, and you will see improvements over time. Feel free to experiment with different topics, formats, and approaches, and then be open to feedback to improve your show continuously.

The Bottom Line on Building a B2B Podcast

Incorporating a podcast into your marketing strategy can be a powerful way to connect with your audience. It can also help you build stronger relationships and position your brand as a leader in the industry. 

B2B podcasting is about showing up, providing value, and keeping conversations real. If you do that, your podcast will be more than just a marketing tool — it’ll be a powerful way to build trust, showcase expertise, and grow your business.

Need more inspiration for creating B2B podcasts? Watch episodes from existing clients with The Podcast Consultant to point yourself in the right direction.