Podcasting has now become a full marketing channel. And like any channel, performance depends on how well you track, test, and act on performance metrics.

There are now over 4.5 million active podcasts worldwide competing for attention, and while B2B audiences are growing, listener behavior is shifting fast. High-performing teams are no longer guessing what works. They are tracking completion rates, analyzing listener drop-off, optimizing show titles for search, and turning guest segments into measurable revenue.

What the most effective marketers understand is this:

Episode length directly affects listen-through rates

Format structure influences how easily episodes can be repurposed into other formats like blog posts or LinkedIn carousels

Guest selection determines reach, relevance, and potential business outcomes

Data visibility is what makes any of it actionable.

With these signals, you can build a show that grows audience, strengthens brand authority, and supports your demand generation goals.

This guide breaks down what the latest B2B podcast data reveals about audience behavior, content performance, and where to focus next. More importantly, it shows exactly how to act on these insights.

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.