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.
