Podcasting for Enterprise Brands: How to Engage Decision-Makers at Scale

Podcasting for Enterprise Brands How to Engage Decision-Makers at Scale

74% of business executives listen to work-related podcasts weekly, and 83% of senior executives at companies with 500+ employees are regular podcast listeners, according to Signal Hill Insights. Yet most enterprise brands still treat podcasting as a side project, not a strategic growth channel. That’s a missed opportunity.

Podcasts are more than content, they’re a platform for starting high-value conversations, building trust with decision-makers, and turning interviews into long-term relationships. For marketing teams tasked with engaging the C-suite, a well-run podcast can open doors no sales email ever could.

Executive Podcast Listeners

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In this article, we’ll explore how to go beyond the interview—using guest podcasting to connect with and engage decision makers at scale

Table of Contents

 

According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, 23% of decision-makers said thought leadership led them to buy from or work with an organization, and 60% said they’re willing to pay a premium to work with companies that produce high-quality insights. In short: strong executive content doesn’t just build credibility. It drives revenue.

Think of each episode as a toolkit built for executives, by executives designed to solve real business challenges.

Using Podcasting for Account Based Marketing

We’ll link the How to Use a B2B Podcast as a Sales & Lead Generation Machine in this section.

Podcasting is a powerful ABM play when done with intent. Start by building a list of high-value target accounts and identifying decision-makers you'd like to build relationships with. Ideally, it should be your ICP.

Instead of sending a cold sales email, reach out with a podcast invite. Frame it as an opportunity to spotlight their expertise, share their story, and build their personal brand. This warms up the relationship without any direct selling.

Once the episode airs:

  • Send a follow-up email with the guest assets (clips, quote graphics, transcript)

  • Use the podcast conversation as a warm reference point to suggest a follow-up call or meeting

  • If the guest isn’t a direct buyer, ask if they’d refer a colleague who might be a fit

Leveraging Internal Champions

Your executives and internal subject matter experts (SMEs) are some of your strongest podcast assets and often the most overlooked.

Featuring them in conversations alongside external guests not only builds your brand’s credibility but positions your company as a serious player in the space. It’s especially effective when tackling complex topics where your team can offer a unique POV, case study, or framework.

To make the most of your internal champions, go beyond generic commentary. Let your SMEs walk listeners through how they actually work; what tools they rely on, how they structure their day, and how they solve specific business problems. Use episodes to break down internal processes, like how your team handles complex client onboarding, measures performance, or finds cost-saving opportunities. 

You can also rotate SMEs in as co-hosts or invite them to provide expert commentary on episodes with external guests. Have account leads or product managers share customer success stories, and encourage C-suite leaders to record short “insight clips” that highlight their perspectives on emerging trends, predictions, or lessons learned. 

At Content Allies, we created A Guide to B2B Podcasting to share insights on strategy, trends, and tactics to succeed in B2B podcasting.

Tactical Playbook for Podcast Execution

Executing a successful enterprise podcast takes more than good content. It takes process. Here’s a practical playbook for guest outreach, content repurposing, follow-ups, and everything in between.

Guest Strategy for Scheduling

Start with a clear guest list strategy. Identify 20–50 target accounts you’d love to turn into customers, partners, or champions. Within each, map out 1–2 key decision-makers (e.g., CIOs, CMOs, COOs) whose voices would be relevant to your show’s theme.

When reaching out, personalize every message. Don’t pitch the podcast as a favor to you—position it as a platform for them. 

Here’s a simple way to reach out:

  • Send personalized outreach via email or LinkedIn. Lead with credibility: highlight past guests, your company’s audience reach, and how the episode will showcase them.

  • Frame the invite around thought leadership, not sales. Example:
    “We’d love to feature your POV on [topic]. It’s a chance to share your insights with other [role]-level leaders and position your expertise in front of [industry] peers.”

Once they’ve accepted, make the process seamless. Offer a short pre-call to build rapport and set expectations. Share sample questions in advance and use flexible, frictionless scheduling tools. After the interview, send them a polished bundle of content; quote graphics, video clips, and the episode link, so they can easily share it with their network.

Check out this Ultimate Guide to Guest Scheduling for Your B2B Podcast in 2025.

Content Distribution and Repurposing

One interview can fuel an entire content ecosystem if you plan for distribution from the start.

Start by identifying the core insights or quotes from each episode—those key moments where the guest shares a tactical framework, a bold opinion, or a personal story that hits home. Turn those into short-form video clips, carousels for LinkedIn, or pull-quote graphics. Aim to extract 3–5 strong pieces of content from every conversation.

Content Distribution and Repurposing

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Once repurposed, distribute strategically. Share clips and posts through your company’s LinkedIn page and through your guest’s network and tag them, mention their company, and encourage engagement. For added reach, use LinkedIn Ads to promote top-performing clips directly to others in similar roles or industries.

Internally, make highlights available to your sales team. An account rep can send a clip featuring a CIO to other CIOs as a warm, relevant touchpoint. Externally, podcast content can be reused in newsletters, nurture campaigns, or even blog posts with each one keeping the conversation alive long after the mic is off.

The Podcast Relationship Flywheel.

Following Up After the Episode

As soon as the episode is live, send your guest a personalized asset bundle. This should include video clips, branded graphics, a transcript, and a direct link to the episode packaged in a way that’s easy to share. Position this not just as content, but as a tool to elevate their personal brand.

Follow up with a thoughtful thank-you note. Whether it's a handwritten card, a custom gift, or a LinkedIn shoutout, a gesture of appreciation makes your brand memorable. For high-value guests, a small but personalized gift like a book related to the episode topic or a product sample can go a long way.

Finally, use the podcast as a natural bridge to future collaboration. Mention ideas like co-hosting a webinar, contributing to a report or whitepaper, or exploring a joint campaign. The key is to keep the momentum going so the conversation doesn’t end with the episode, but evolves into a long-term relationship.

Advanced Enterprise Podcasting Strategies

Once your podcast is running smoothly, it’s time to level up. These advanced strategies turn your show into a revenue engine, research tool, and relationship-building platform across the enterprise.

Branded “Decision-Maker” Series

One way to accelerate engagement and stand out in the noise is to create a limited-run, themed podcast series tailored specifically for a high-value audience. We call this a Branded “Decision-Maker” Series.

Think of these as mini-campaigns inside your larger podcast strategy. Each series should focus on a pressing topic relevant to a specific executive role. For example, “The AI Playbook for COOs”, “Cybersecurity for the Modern CIO”, or “How CFOs are Leading in a Down Market.”

These series give you a chance to spotlight multiple decision-makers from your target accounts, each offering their unique perspective. And because they’re time-bound, they create urgency and a sense of exclusivity which is perfect for re-engaging inactive prospects or advancing warm leads.

For one Content Allies client, we launched a 5-episode series on supply chain resilience featuring VPs of Operations from enterprise logistics firms. It doubled as a relationship-builder and a soft market research tool ultimately leading to three net-new enterprise deals.

By aligning the series with strategic objectives (product launches, ABM plays, or event follow-ups), you can transform your podcast into a campaign engine that generates real business outcomes.

Embedding Podcasts Into Enterprise GTM Strategy

To get real business value from your podcast, integrate it directly into your go-to-market motions. Don’t just treat it as a top-of-funnel brand play. Because podcasting creates an intimate space for conversations with subject matter experts, it’s one of the most authentic ways to communicate your brand’s point of view. It can fuel outbound sales outreach, drive inbound traffic, support product education, and even attract top talent.

The impact is measurable. According to a BBC study, companies with branded podcasts see:

  • 89% higher brand awareness

  • 57% higher brand consideration

  • 24% higher brand favorability

  • 14% average lift in purchase intent

  • 16% higher engagement and 12% higher memory encoding compared to surrounding content

For B2B, the channel is even more valuable. 43% of decision-makers use branded podcasts to get business-related content (MarTech), and 44% of C-suite executives, VPs, and department heads actively consume podcasts (LinkedIn).

Start with sales. Identify 3–5 episodes that speak directly to your target personas. Share those links or short clips in outreach emails. Example: “Thought you’d find this 2-minute clip from a fellow COO insightful as he talks about streamlining operations without a new headcount.” SDRs can use podcast clips to warm up cold prospects or follow up post-demo with relevant insights.

For customer success, turn customer interviews into mini case studies. Pull a quote from an episode and drop it into onboarding emails, success newsletters, or renewal decks. If a customer talked about using your product to solve a challenge, use that as proof to show other accounts what’s possible.

Briana Okyere

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In product and marketing syncs, analyze transcripts for patterns. If multiple guests mention the same friction point, bring that to product or UX to influence roadmap decisions. Tag relevant segments in transcripts so they’re easy to reference in team discussions.

Finally, loop in HR or employer branding. Record short internal episodes with leaders or top performers, and share them on LinkedIn or your careers page to attract talent and highlight company culture.

The more teams using podcast content, the more value you extract from every episode.

Technology Stack and Tooling

Behind every great enterprise podcast is a streamlined tech stack. From booking guests to publishing episodes and tracking results, the right tools make your workflow scalable and repeatable.

Scaling an enterprise podcast requires a tech stack built for efficiency, collaboration, and compliance. Here's what you need at each stage:

For recording, tools like Riverside and Zoom offer high-quality remote interviews with separate audio/video tracks, making post-production easier and more professional. These platforms also support automatic backups and local recording, crucial for reliability.

For scheduling, use Calendly to streamline guest booking. Both integrate with Google/Outlook calendars and offer custom intake forms, helping you gather key details upfront while reducing back-and-forth.

To distribute your show, platforms like CoHost, and Libsyn offer advanced features like detailed analytics, and enterprise-grade user permissions. They’re also built to scale and align with internal approval workflows.

Attribution is key. Use UTM tracking to monitor content performance across channels, and sync episode data with your CRM (e.g., HubSpot, Salesforce) to track which accounts engage with specific episodes. 

For enterprise teams, prioritize platforms that meet security and compliance standards, support multi-user collaboration, and allow for detailed brand control.

For a deeper breakdown of our full enterprise podcasting workflow, check out Your Enterprise Podcast Playbook and A Step-by-Step Guide for an Enterprise Podcast Episode

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Next, track content engagement by job title or company type. Use tools like LinkedIn Analytics or HubSpot to see who’s engaging with episode clips and blog recaps. Are they within your ICP? Are key accounts interacting with your content?

Connecting Podcasts to Business Outcomes

Also monitor your podcast’s influence on the sales cycle. Did a prospect listen to an episode before booking a demo? Did a clip help re-engage a stalled deal? Sales reps can log this in your CRM to track content-assisted conversions.

Brian Busch

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To connect podcasting to broader outcomes, categorize each episode by format or theme then measure what performs best. Are tactical roundtables converting better than trend interviews? Is C-suite content getting shared more widely? Use this data to double down on what’s working.

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