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.
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.
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.
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.
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.
On this episode, hostJake 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.
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.
Do you want to prepare yourself for podcast interviews? We’ve prepared a list of the best podcast questions to ask in order to impress your podcast guests.
If you want to grow your podcast, you need to understand podcast promotion. But many tips, tricks and strategies are outdated, ineffective or even broken. Learn how to get the most out of your time and money today with the ultimate guide to podcast promotion in 2024.
Podcasts, webinars and other forms of content media have all been around for a long time, but don’t have the same popularity. Which of these will perform the best in 2024?
It's quite natural for most interviewees to feel a little anxious at the start of the episode before they and the interviewer start building rapport. It is natural for guests to start out feeling self-conscious, which is why it is the host that needs to take the reins by asking questions that promote a relaxed atmosphere, where the conversation flows from one to the other.
With so much potential — and cryptocurrency continuing to rise in popularity — it’s no surprise that everyone’s talking about this technology. Here are 16 of the best podcasts to binge, whether you’re just getting started in the field or you’re a seasoned crypto expert. Let’s dive in.
When we first discuss starting a podcast with our clients, some of them think it will be too much work or are skeptical about their ability to build an audience. Furthermore, they fall under the assumption that the main value of their podcast must revolve around their audience.
Though building an audience is important, the key value is found in how a podcast allows you to network and build relationships with the guests you interview. In our opinion, it’s one of the best platforms to engage with peers, partners, and other respected leaders in your industry.
Let’s take a closer look at why podcasting is such a powerful growth channel and why it doesn’t require a ton of effort when you work with the right partner.
