Podcasts. Everyone seems to have one; most are unlistenable, and yet they can be pure gold for B2B if you don’t treat them like a vanity project.
Before we go any further, let’s clear something up. This is not a guide to microphones, headphones, or whether you should splash out on a shiny Shure SM7B. I’m not about to bore you with why you don’t actually need a Cloudlifter preamp or the best acoustic foam from some studio supplier you’ve never heard of.
Tech is important, but this isn’t that post. This is about strategy. The bit that decides whether your podcast drives sales or just clutters your Dropbox.
Stick with me. Let’s improve your B2B podcast strategy.
Get the right people in the room
Inviting randoms is how you end up with an awkward recording and zero ROI. A proper B2B podcast strategy means choosing guests deliberately. Here are my three per month, every month:
- An ideal customer profile (ICP*) prospect you’d quite like to sell to one day
- A happy existing customer who can double as a case study
- A big-name exec with a monster LinkedIn following
That’s your monthly three. Done. No excuses.
Here’s the catch
People are busy. Even when they’ve said yes, they’ll forget, cancel, or ghost you.
The trick is to build a neat sequence of touch points. Calendar invites, reminder emails, polite LinkedIn nudges, maybe even a “looking forward to it” text if you’re that close. Or best is a call to their mobile phone disguised as a ‘prep’ call.
Your job is to make it absolutely painless for them to show up.
How testimonials help
After the chat, don’t just wave them off with a “cheers mate.” Ask for a testimonial. And write it for them, because people struggle with a blank sheet of paper. It’s easier for them to edit than to write from scatch.
Give it a week or two and then add the testimonial to your guest invite with some numbers on the popularity of the guests podcast. Something like this…
Here’s what a previous guest said about our podcast:
“Being a guest was a great experience. We explored why traditional pipeline management is broken, and I was able to share practical ideas on how leaders can rethink forecasting and rep accountability.”
John Brown, XYZ Company, 1,500 podcast views on YouTube
Attaching numbers provides evidence that your podcast is valuable. Mention the number of views, how many YouTube subscribers, or the monthly downloads from Spotify. Potential guests see that and think, “Oh, people actually watch this thing.” Suddenly, you’re not begging for guests, they’re chasing you.
Keep it regular (and interesting)
Three episodes a month is the sweet spot. Less, and you disappear into the abyss. More and you’ll resent your life choices.
But not all guests are created equal. Here are five ways to get great guests:
- Think ICP first, ego second – That celebrity CEO might sound impressive, but if they’re not an ICP fit, you’re just collecting bragging rights.
- Look at their existing content – Do they post engaging stuff on LinkedIn? Have they spoken on panels or webinars before? If they already know how to hold attention, your job just got easier.
- Enthusiasm beats job title – A guest who’s enthusiastic and shares ideas before the recording will always outperform the “big name” who turns up late and half-asleep.
- Ask about their preferred subject – It may be one your audience doesn’t care about.
- Have they got a friend? – At the end of the podcast, ask if they know someone who fits your ideal guest profile. Senior execs are normally well connected.
Aim for 30–40 minutes per episode (but record 45-60 minutes and then edit). Have a clear call to action at the start, middle, and end. Yes, the same one every time. People need repetition before they act.
Repurposing podcast content like a pro
Don’t just bury your hard work on Apple Podcasts and pray. Spread it around:
- Full episode on podcast channels, YouTube, Vimeo, and TikTok (yes, even TikTok. I’m finding B2B folk scroll through this on a Sunday with Monday morning on their mind)
- 30–45 second snippets for LinkedIn personal profiles, company page, TikTok, and YouTube Shorts
- Stitch six snippets into a ‘playbook’ video. 4–5 minutes of bite-sized wisdom on a single topic
And here’s a freebie: personal LinkedIn posts from you or your guest will always outperform the company page. Every time.
Make it easy for your guest
Share the questions beforehand. Ask if there’s a topic they’re passionate about. Then hand them ready-to-post video clips afterwards so they can share with their own LinkedIn followers. Spread the love.
You’re not just running a B2B content marketing podcast. You’re running a guest marketing service, helping them to promote their expertise – and that’s why they’ll say Yes again (or at least tell their exec friends).
Two sneaky growth hacks
Want your numbers to look good fast? Run a few YouTube promotions. They’re dirt cheap, and they bump up your subscriber count and view numbers. Here’s the button to click…
Guests love seeing a big audience. It makes them more likely to join, and brag about being on your show.
Good guests are well-connected. So after the recording and their testimonial, check out their LinkedIn connections. Are there other ICP guests you could invite? If Sarah sees a testimonial from John Brown, and she knows him, she is more likely to say Yes to your invitation.
Why do a podcast?
A B2B podcast isn’t about filling dead air. It’s a networking tool, a testimonial generator, a content machine and, if you do it right, a pipeline builder.
Get sloppy with it, and it’s just another hour of “so tell me about yourself” waffle. Get sharp, and it’s a sales asset in disguise.
FAQs on B2B Podcast Strategy
How do I promote a B2B podcast on LinkedIn?
Short clips work best. Post 30–45 second snippets on your personal profile (not just the company page). Encourage your guest to share too, it doubles your reach without doubling your effort.
What’s the best guest mix for a B2B podcast?
Three a month is a solid rhythm: an ICP-fit prospect, a happy customer, and an industry exec with plenty of LinkedIn clout. That way, you cover sales, testimonials, and brand reach in one go.
How long should a B2B podcast episode be?
Aim for 30–40 minutes. Long enough to dig into real challenges, short enough that listeners don’t give up halfway through. Drop the same call to action at the start, middle, and end so it sticks.
Can B2B podcasts truly aid lead generation?
Yes, if you’re deliberate. Use customer episodes as testimonials, share proof of reach (like YouTube view counts), and make it dead easy for guests to repost clips. Done well, it’s a warm intro machine.
What’s the cheapest way to grow a podcast audience?
YouTube ads. They’re ridiculously cheap compared to LinkedIn and a quick way to boost views and subscribers. Guests love big numbers, and big numbers make future guests easier to book.
Any questions? Drop me a line. I’ll do my best to answer. Or subscribe to my newsletter so you don’t miss out on more stuff like this.
*ICP = Ideal Customer Profile
Photo by Magda Ehlers