The ROI of B2B Podcasting: Metrics That Matter for Business Growth

Podcasting has become a core channel for B2B marketers—and for good reason. According to Edison Research, 59% of B2B decision-makers say they listen to podcasts during work hours.

For many organizations, podcasting has become a way to deliver thought leadership—offering a platform to share expert insights, spark industry conversations, and build credibility with key audiences. And that matters, because today’s buyers are actively seeking trusted voices over traditional promotion. The 2024 Edelman-LinkedIn Thought Leadership Report found that 73% of buyers prefer thought leadership over traditional marketing when evaluating vendors.

PodcastContent Allies AlliesApril 13, 2025b2bpodcasting

How to Use a B2B Podcast as a Sales & Lead Generation Machine

Traditional outreach is getting harder. Cold emails go unanswered. LinkedIn messages get ignored. Decision-makers are harder to reach—and even harder to engage.

But there's one channel quietly outperforming expectations—podcasting.

According to recent research, companies with branded podcasts saw:

89% higher brand awareness
57% higher brand consideration
14% higher purchase intent

Shifting the ask from “Can I pitch you?” to “Can I feature you?” changes the dynamic entirely. A B2B podcast builds trust, gets you in the room with decision-makers, and sparks warm, high-intent conversations that traditional channels can't touch.

PodcastContent Allies AlliesApril 5, 2025B2B Podcast, Podcasting

Top B2B Podcasting Trends in 2025

Podcasting is growing fast in B2B marketing, changing how businesses share their stories, connect with people, and find new customers. In 2025, podcast advertising is projected to reach almost $4 billion, and 50% of B2B marketers plan to spend more on podcasts.

Companies see them as a great way to build real connections and stand out from the competition.

This article covers the top podcasting trends shaping B2B marketing in 2025.

PodcastContent Allies AlliesMarch 11, 2025marketing, podcasting

March 2025: Top Podcast Advertising Agencies, Marketplaces, and Companies

PodcastContent Allies AlliesMarch 11, 2025advertising, podcasting

Top 16 Podcast Production Companies, Agencies & Services in 2025 for B2B & B2C

Producing a high-quality podcast episode isn’t just about hitting record. It involves a wide range of components—audio engineering, video editing, visual design, compelling copy, and thorough quality checks—before the final product ever reaches an audience. This complexity is why many businesses decide to leave the entire process in the hands of seasoned professionals.

Best Podcasts, Best Practices, StrategyJake JorgovanDecember 10, 2024B2B Podcasting Best Practices

Transcripts are coming to Apple Podcast

Apple Podcasts has ushered in a transformative feature with the introduction of auto-generated transcripts in its iOS 17.4 update. This advancement is a significant stride in making podcasts universally accessible and enhancing user experience. Crucially, it addresses the long-standing issue of inaccessibility for the Deaf and hard-of-hearing communities, who can now engage with podcast content through text.

These transcripts are not just static text; they are interactive, enabling listeners to search for specific content within episodes, jump to precise audio segments, and read along with highlighted text synchronized with the audio. Available in English, French, German, and Spanish, and accessible in over 170 countries, this feature demonstrates Apple's commitment to global inclusivity.

6 AI Tools We Recommend for Your B2B Podcast in 2024

In 2024, embracing artificial intelligence is imperative for B2B podcasters seeking an edge. Beyond automation, AI unlocks enhanced creativity and efficiency throughout the production process. Scripting, editing, promotion — AI elevates it all. AI content tools can generate relevant scripts and talking points to captivate niche B2B audiences. Intuitive editing features then polish episodes to balance information and entertainment. And AI boosts distribution by creating shareable clips and audiograms tailored for different platforms.

Behind the Scenes of a Thriving B2B Podcast

On this episode, we talk to Joshua Lorimer, Podcast Producer and Strategist at Content Allies, about common roadblocks to launching a podcast.

Guide to B2B PodcastingJake JorgovanNovember 7, 2023podcasting, b2bpodcasting, SEO Content, b2bpodcast

Guest Scheduling 101

On this episode, we talk to Joshua Lorimer, Podcast Producer and Strategist at Content Allies, about common roadblocks to launching a podcast.

Guide to B2B PodcastingJake JorgovanSeptember 20, 2023podcasting, b2bpodcasting, SEO Content, b2bpodcast

So, You Want To Launch a Podcast? Here’s What You Need To Know

On this episode, we talk to Joshua Lorimer, Podcast Producer and Strategist at Content Allies, about common roadblocks to launching a podcast.

Guide to B2B PodcastingJake JorgovanSeptember 6, 2023podcasting, b2bpodcasting, SEO Content, b2bpodcast

Choosing a Name for Your B2B Podcast

On this episode, we talk with Dots Oyebolu, Client Strategist and Marketing Director at Content Allies, about the best practices in choosing a name for a new B2B podcast.

Guide to B2B PodcastingJake JorgovanAugust 16, 2023podcasting, b2bpodcasting, SEO Content, b2bpodcast

How To Prepare a B2B Podcast Brief

A podcast brief is a written document that helps prepare a host for a podcast, both before and during the recording. The brief gives basic information on the guest such as their personal background, professional history, current position, title and information about their company. This background may come from a prep call, or from the guest’s LinkedIn page or company website bio.

Increase Traffic to Your B2B Podcast with Alexis Hue at Voxalyze

Since the early days of Google and Yahoo, search engine rankings have been critical to driving traffic to websites in order to grow business. Then people started to figure out they could use various techniques to move their website up in the search results for their chosen keywords.

Those techniques have come a long way and now we have a new twist — boosting your rankings in the search results of various podcast directories like Apple and Spotify. After all, you can produce the most compelling B2B podcast in your industry, but if nobody can find it, your show will never grow.

Guide to B2B PodcastingJake JorgovanFebruary 24, 2023podcasting, b2bpodcasting, SEO Content, b2bpodcast

How To Hire a B2B Podcast Host

One of the most important decisions when preparing for the launch of your new B2B podcast is deciding on the hosts. They will be the face of your show. It’s crucial that you take time to find the right talent.

Creating B2B SEO Content From Podcasts

Every episode you record of your B2B podcast creates a new opportunity for you to create assets from that recording. These can help boost your rankings on Google searches for keywords and phrases, which can boost your visibility in your industry.

The SEO content you create from a podcast is different from podcast SEO, which is also known as podcast visibility optimization (PVO). PVO is how your podcast ranks in the podcasting directories. The SEO content you create from your podcast is used to move your podcast up the Google search results for topics you address on your podcast.

Guide to B2B PodcastingJake JorgovanJanuary 30, 2023Guide to B2B Podcasting, Podcast, SEO Content

B2B Podcast KPIs: Which Are Most Valuable?

There are many key performance indicators (KPIs) that can be tracked to measure the success of your B2B podcast. So many, in fact, that knowing which ones to track can be overwhelming or confusing.

B2B podcasts come in two broad categories: those by small to medium-sized businesses (SMBs) and those by large, enterprise companies. The priorities are usually different depending on which category you’re in, so we’ll take a look at the best KPIs to track for each.

Podcast SEO 101

B2B podcasting is still in the Wild West phase, and with its ever-increasing popularity, not having a podcast could put you squarely behind your competitors when it comes to you and your company being a respected voice of leadership in your industry.

Podcast Websites - Should You Create a Website for Your B2B Podcast?

There are basically two different strategic approaches you can take for creating a home web presence for your podcast.

Podcast Strategy Basics: Choosing Your B2B Podcast Publishing Frequency

On this episode, host Jake Jorgovan discusses what and how you should consider the publishing frequency for your B2B podcasts.

Jake recommends publishing each episode with a business objective in mind. B2B listeners are cut from a different cloth than B2C listeners, and as such consume content differently. They are looking for targeted content that addresses specific topics and serves specific purposes.

How To Grow Your B2B Podcast Through Trade Publication Syndication

On this episode, host Jake Jorgovan shares a proven promotional model to grow your B2B podcast.

As the CEO of a B2B podcast agency, Jake often comes across businesses using B2C methods to grow their podcasts. One way is by pouring thousands of dollars into Spotify, Facebook and Google ads. These platforms offer great benefits, but they’re not designed to drive value for B2B companies.