The Ultimate Guide to B2B Podcasting for Sales and Marketing Leaders 

Why Podcasting is the New Power Move in B2B 

B2B buyers are craving trust, expertise, and content they can consume on their terms. That’s why more sales, marketing, and revenue leaders are embracing B2B podcasting as a strategic way to drive engagement, build thought leadership, and support pipeline growth. 

Whether you’re launching your first branded podcast or looking to take an existing show to the next level, this guide breaks down what you need to know—and how to do it right. 

🔍 Want a step-by-step playbook? 
Turn listeners into leads with Podcasting for B2B Growth: A Guide to Using Audio to Drive Pipeline 

What is B2B Podcasting? 

B2B podcasting is the use of audio or video podcast content to engage a professional, decision-making audience with topics relevant to their business challenges and goals. Unlike consumer podcasting, a B2B podcast is often designed to:

• Build brand authority
• Nurture buyer relationships
• Support account-based marketing (ABM)
• Enable sales teams with sharable, strategic content 

What is a B2B podcast and how does it work? 
A B2B podcast typically features expert interviews, industry insights, customer stories, and thought leadership tailored for a niche audience—your ideal buyers. 

Why B2B Companies Are Launching Podcasts Now 

B2B buyers are doing more independent research than ever. They’re skipping cold calls, ignoring emails, and tuning in to trusted sources—like podcasts—for insight and inspiration. 

Top Benefits of a B2B Podcast: 

• Thought Leadership: Position your executives and subject-matter experts as industry voices.
• Content Repurposing: Turn each episode into blogs, videos, social clips, and newsletters.
• Sales Enablement: Give your team ready-to-use content to share with prospects.
• Brand Affinity: Build deeper, longer-lasting relationships with your audience.
• Lead Generation: Use episodes and gated content to capture and nurture leads. 

How Podcasting Supports Sales, Marketing, and Revenue Operations 

Marketing Benefits of B2B Podcasting: 

• Increases reach across new platforms and channels
• Boosts SEO and organic visibility with keyword-rich episode pages
• Amplifies your inbound strategy with evergreen, repurposable content 

Sales Benefits of B2B Podcasting: 

• Creates relevant, shareable content to start or revive conversations
• Positions your brand as a helpful resource, not just a seller
• Builds credibility with client stories and executive insights 

Revenue Operations Benefits of B2B Podcasting: 

• Enhances collaboration between departments through content alignment
• Enables attribution tracking within HubSpot and your CRM
• Drives pipeline activity with measurable engagement 

How to Build a B2B Podcast Strategy 

A successful B2B podcast requires more than hitting “record.” You need a strategic foundation that aligns with your revenue goals. 

Key Elements of a Winning B2B Podcast Strategy: 

• Define your audience and objectives
• Choose a compelling format (solo, interviews, roundtables, etc.)
• Develop consistent themes and content pillars
• Create a strong brand: name, tone, visuals, and music
• Plan your publishing schedule and promotion workflow 

Download Podcasting for B2B Growth for templates, checklists, and promotion planning tools. 

Promoting and Growing Your B2B Podcast 

Launching is just the beginning. Growth happens through smart, sustained promotion.

Top Ways to Promote Your Podcast:

• Share clips on LinkedIn, X (Twitter), and YouTube Shorts
• Embed episodes in your blogs and email newsletters
• Feature guest voices to tap into their audience
• Repurpose audio into video, transcripts, and audiograms
• Use HubSpot
  workflows to automate nurturing and follow-up

How do you promote a B2B podcast?

Strategic promotion across your owned, earned, and paid channels is essential. Think multi-channel distribution, consistent branding, and audience-first content. 

🔍 Want to check all the boxes for your podcast promotion? 
Here's a free B2B Podcast Promotion Checklist.

Measuring Success and Podcast ROI 

To prove the value of your podcast, you need to track more than just downloads. 

B2B Podcast Metrics That Matter: 

• Number of qualified leads generated
• Listener engagement and retention
• Episode shares and backlinks
• CTA clicks and form submissions
• Influence on pipeline and closed revenue 

Pro Tip: Use HubSpot to tie podcast engagement back to your contacts, workflows, and deals. 

🔍 What KPIs should you be tracking for your B2B Podcast? 
Download Now: KPIs to track for your B2B Podcast