Why Should Your B2B Company Start a Podcast?

In this post, we are going to talk about why your B2B company should start a podcast. Podcasts have exploded in popularity in the UK and worldwide, but here is the uncomfortable truth: most B2B podcasts do not work. They fizzle out after a few episodes, fail to attract the right audience, or never generate any measurable business impact.

So why are some companies turning podcasts into a secret sales weapon while others barely get off the ground? At Echo Works, a UK-based podcast agency, we have helped businesses use podcasting not just as a marketing channel, but as a powerful way to build trust, create opportunities, and start high-value sales conversations.

In this blog (inspired by our short video above), we will break down why your B2B company should consider starting a podcast, what mistakes to avoid, and how to make sure your podcast drives sales rather than vanity metrics.

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Table of Contents

What makes B2B podcasting different from B2C podcasting?

B2C podcasts often focus on mass audiences. Success is measured by downloads, subscribers, and advertising revenue.

B2B podcasts are different. They are not about chasing numbers. They are about building relationships. When you bring prospects, partners, and industry leaders onto your podcast, you create a stage where they want to talk to you. It is a warm introduction disguised as content creation.

And here is the key difference: instead of selling directly, you are building trust. That trust often translates into future business opportunities.

If you are looking for a clear B2B podcast strategy, this is the mindset shift to start with.

Can a podcast really help with B2B sales?

Yes, but not in the way most people expect. The big mistake is treating a podcast like a lead generation ad campaign. The real power is in the conversations behind the mic.

For example, one SaaS founder we work with landed a £15k client, not from the episode itself, but from the chat in the green room before hitting record. That is the hidden magic of podcasting. You are creating an environment where meaningful conversations happen naturally.

Think of it as a long-term sales tool. Every episode is a chance to:

  • Build trust with your ideal prospects

  • Strengthen partnerships

  • Showcase your expertise in a non-salesy way

  • Stay visible in your industry

This is why more companies are investing in podcasting for B2B lead generation and seeing results that traditional marketing channels cannot match.

What are the hidden benefits of starting a B2B podcast?

Beyond sales, podcasting offers several benefits that many companies overlook:

  • Content multiplier: Each episode can be turned into blog posts, video clips, LinkedIn posts, and even sales enablement material.

  • Industry positioning: Hosting respected voices in your field elevates your brand as a thought leader.

  • Relationship builder: Few things open doors like saying, “Would you like to be a guest on our podcast?”

  • Employee advocacy: Involving team members in episodes can boost morale and show your company culture to the world.

The right B2B podcast benefits extend well beyond downloads. They help your company stand out in competitive markets like London, Cardiff, and other UK hubs.

Ever wonder how smart companies use podcasting to increase sales?

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How do you make sure your podcast does not flop?

Most B2B podcasts fail because they chase the wrong metrics. Downloads alone will not keep your podcast alive. Instead, you need a strategy built around your ideal customer profile (ICP).

Here are a few quick pointers:

  • Know your ICP: Invite the people you want as clients.

  • Consistency matters: Commit to a regular publishing schedule.

  • Quality over polish: Clear audio and genuine conversation beat overproduced fluff.

  • Promote smartly: Share clips across LinkedIn, YouTube, and email campaigns to maximise reach.

At Echo Works, we always remind clients that the goal is not to be the biggest podcast. It is to be the right podcast for the right people.

If you want to avoid the mistakes that cause B2B podcasts to flop, start by focusing on relationships, not vanity metrics.

What tools can help you start a B2B podcast?

The good news is you do not need a recording studio to get started. Here are a few reliable tools we often recommend (and have tested ourselves):

  • Riverside.fm or SquadCast for remote recording. Both offer stable, high-quality audio and video.

  • Descript for editing. Simple, intuitive, and perfect for turning podcasts into clips.

  • Buzzsprout or Podbean for hosting. Straightforward, affordable platforms to distribute your podcast across Apple, Spotify, and Google Podcasts.

  • Canva for branded visuals. Easy to create episode covers or social media graphics.

Each of these tools has pros and cons, but the main point is this: keep it simple at the start. Focus on conversations, not fancy equipment. If you want to explore the best tools for B2B podcasting in the UK, these are a great place to begin.

Watch our strategic podcast training video

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How does podcasting fit into your B2B marketing strategy?

Think of your podcast as the hub of your content. Each episode feeds into multiple spokes:

  • Short video clips for LinkedIn and YouTube Shorts

  • Blog posts (like this one)

  • Social media graphics and quotes

  • Email newsletter features

Done right, a podcast becomes the content engine that keeps your brand visible, credible, and engaging. This is why more companies are weaving podcast marketing for B2B companies directly into their overall content strategies.

Ready to start planning your B2B podcast?

If you want your podcast to drive sales, not vanity metrics, you need a clear plan. That is where we can help. If you would like to discuss how podcasting could work for your company specifically, book a free consultation with the Echo Works team.

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Frequently Asked Questions

Do B2B podcasts need lots of listeners to be successful?
No. Success comes from building trust and relationships, not raw download numbers. A podcast with 100 of the right listeners is far more valuable than 10,000 random ones.

How long should a B2B podcast episode be?
Most effective shows run between 20 and 40 minutes, but consistency matters more than length.

What is the best way to measure podcast ROI in B2B?
Track conversations, partnerships, and sales opportunities generated through your podcast guests and listeners. Do not focus only on vanity metrics like downloads.

Is it expensive to start a B2B podcast?
Not at all. With a good microphone and simple software, you can launch on a modest budget.

Should we host the podcast in-house or outsource production?
If you have the time and skills, in-house works fine. But outsourcing to specialists like Echo Works can save time, improve quality, and make sure your podcast supports your sales goals.