Ultimate Guide: How to Launch a B2B Podcast in 2025
B2B podcasting is no longer a fringe marketing tactic
In 2025, it has matured into a mainstream, high-impact channel for B2B brands to reach, educate, and convert their ideal customers. As audiences seek more authentic and convenient content, B2B podcasts offer businesses a platform to build authority, trust, and engagement. This guide provides a comprehensive, step-by-step framework for launching and growing a successful B2B podcast this year.
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What is B2B Podcasting?
B2B podcasting is when a business creates an audio series targeted specifically at other businesses. These podcasts are often used to share insights, highlight industry trends, provide customer success stories, or offer in-depth interviews with experts and stakeholders.
Unlike B2C podcasts, which often focus on broad appeal and entertainment, B2B podcasts target niche audiences, typically professionals, executives, or decision-makers within specific industries. The goal is to educate and build relationships with these listeners over time.
Because podcasts feel intimate and personal, they help brands create a deeper connection than blog posts or ads can. Listeners tune in regularly, trust the voice they hear, and begin associating that authority with the brand behind the show.
Why Start a B2B Podcast in 2025?
1. Consumption is Increasing
Podcast listening has seen explosive growth. With more professionals consuming content on the go, podcasts have become the go-to medium for thought leadership and industry news. Whether your audience is commuting, exercising, or multitasking at work, a podcast is the perfect channel to stay top-of-mind.
2. Long-Form Trust Building
Podcasts allow you to engage your audience for 20 to 40 minutes per episode. That’s a level of attention few other content formats can command. This long-form engagement builds a relationship that’s deeper and more trust-driven than a quick ad or blog skim.
3. Repurposing Power
Each podcast episode can be repurposed into multiple content formats—blog articles, social media clips, email newsletters, quote cards, video teasers, and more. This makes podcasting a content engine that fuels your entire digital strategy.
4. Cost-Effective Branding
Unlike traditional ads, podcasting is a brand asset. Once created, episodes remain searchable and useful for years. This compounding value makes B2B podcasting an efficient long-term investment in thought leadership.
Branded Podcasts: Why They Matter
A branded podcast is a podcast created and published by a business. It serves as a content channel that reflects your company’s expertise, tone, and values.
Rather than pitching products directly, branded podcasts aim to offer value to the listener. This could be through education, inspiration, or unique industry insights. Over time, they elevate your brand in the eyes of listeners, which in turn drives loyalty, referrals, and lead generation.
Branded podcasts also allow full control over the message. You choose the guests, themes, and stories that best represent your business objectives. They’re also ideal for reinforcing internal company culture or speaking to partners and stakeholders.
Brand Podcast Examples
Here are several brand podcast examples that show the breadth of what’s possible:
- Inside Intercom (Intercom) – Shares conversations on product design, customer experience, and tech leadership.
- WorkLife (Atlassian) – Focuses on team dynamics, psychology of work, and building healthy work culture.
- The Message (GE) – A fictional sci-fi series that cleverly aligns with GE’s innovation narrative.
- Rise & Grind (Shopify) – Profiles entrepreneurs and small business owners to inspire action.
- The Breakout (FreshBooks) – Offers insights into small business journeys and challenges.
These examples show that you don’t need to stick with dry, technical formats. Storytelling, creativity, and entertainment can all work in a B2B context—if aligned with the brand message.
Step 1: Set a Clear Strategy
Before you record anything, define your “why.” What are you trying to achieve?
Possible goals include:
- Positioning your brand as a thought leader
- Educating prospects and clients
- Supporting lead generation or nurturing
- Building a community around your niche
- Supporting employer branding or internal communication
Once your objective is clear, define your audience. Who exactly are you speaking to? What are their job titles, pain points, goals, and typical day-to-day challenges?
Develop listener personas and create an editorial plan that serves those needs. Pick a format that suits your goals; interviews are popular in B2B podcasting, but solo shows, roundtables, and narrative episodes also work well.
Structure your first 10–12 episode themes, potential guest ideas, and outcomes. Treat this like any other strategic marketing campaign.
Step 2: Create a Strong Brand
Your podcast is part of your brand experience. A strong, memorable identity helps it stand out.
Choose a name that:
- Reflects your industry or target topic
- Is easy to remember and search
- Sounds professional, but not boring
Design cover art that follows platform guidelines (usually a square 3000x3000px image) and looks good even when shrunk down. Use your brand colours and fonts, but don’t overdo the logos.
Add branded intro/outro music and voiceovers. Keep your tone consistent with other brand touchpoints. Whether you’re aiming for casual authority or high-level thought leadership, reflect that in your script and delivery.
Step 3: Find and Book Guests
Guests bring credibility, diversity, and reach. They also help fill content gaps.
Start by identifying experts, customers, partners, or internal team members with valuable insights. Prioritise guests who:
- Bring unique perspectives
- Have strong social followings
- Are aligned with your brand values
- Can speak clearly and confidently
Send personal, concise outreach messages. Here’s a sample pitch:
“Hi [Name], I’m the host of [Podcast Name], a show that features industry leaders in [space]. I’d love to invite you for a 30-minute episode to discuss [topic]. We promote each episode to our community and highlight our guests as thought leaders. Would you be open to a quick call?””
Include pre-interview materials and scheduling tools to make it easy. Prep your guests so they know what to expect, and share final recordings once published.
Step 4: Record and Edit
Recording your B2B podcast doesn’t require a studio, but audio quality does matter. Poor sound instantly turns off listeners and harms your credibility.
Equipment you need:
- A good microphone (e.g., Samson Q2U, Blue Yeti, or Shure MV7)
- Headphones (to avoid audio bleed)
- A quiet recording space (use carpets, curtains, and soft surfaces)
Software and platforms:
- Recording: Riverside.fm, SquadCast, or Zoom (for remote interviews)
- Editing: Descript (easy editing with transcription), Audacity (free), or Adobe Audition (pro-level)
During recording:
- Speak slowly and clearly
- Avoid filler words (“um,” “like”)
- Stick to an outline but allow natural flow
- Always record a backup track if possible
In post-production, edit out distractions, add intro/outro segments, and ensure volume consistency. You can hire a freelance editor or use AI-powered tools if you’re short on time.
Aim for episodes between 20 and 40 minutes. This is ideal for professionals who want depth without losing focus.
Step 5: Optimise for SEO, Distribution & How to Launch a B2B Podcast
A podcast without search optimisation is like a blog without indexing… few will find it.
Start with show notes. Each episode should include:
- A compelling title with your focus keyword (e.g., “B2B Podcasting Tips for SaaS Founders”)
- A short summary
- Key takeaways and timestamps
- Mentioned links, tools, and guest bios
- A strong call to action
Use your main keyword “b2b podcasting” and secondary keywords like branded podcast and brand podcast examples naturally within your descriptions.
Always include a transcript; Google can crawl this text, increasing your chances of being found in search results.
Distribute across all major podcast platforms:
- Spotify
- Apple Podcasts
- Google Podcasts
- Amazon Music
- Stitcher
- TuneIn
Also, publish your episodes on your website. Create a dedicated podcast page with SEO-friendly tags, categories, and schema markup to improve visibility.
Step 6: Promote Your Podcast
Your podcast won’t grow without promotion. Every episode deserves a full content distribution strategy.
Promotion checklist for each episode:
- Publish a blog post summarising the episode
- Share audiograms and quote graphics on LinkedIn and Twitter
- Tag guests in your social media posts
- Include the episode in your company newsletter
- Use paid ads on LinkedIn or Facebook for high-value episodes
- Upload snippets or the full video to YouTube (if recorded visually)
Encourage guests to share episodes with their audience. Make it easy by providing pre-written posts and visuals.
Create a LinkedIn strategy that includes host engagement, short clips, and interactive posts asking for listener opinions.
With consistent promotion, your show will begin to grow organically over time.
Ever wonder how smart companies use podcasting to increase sales?
Step 7: Track Success
To improve, you need to measure.
Key podcast metrics:
- Downloads: Total and per episode
- Listener retention: How long people listen before dropping off
- Subscriber growth: How many new followers you gain weekly/monthly
- Episode performance: Which topics perform best
- Traffic attribution: Are listeners clicking through to your site?
- Lead generation: Are podcast listeners converting to leads or customers?
Use tools like:
- Spotify for Podcasters
- Apple Podcasts Connect
- Chartable (advanced attribution)
- Google Analytics
- CRM integrations (HubSpot, Salesforce)
Tie podcast content to lead magnets or landing pages to track ROI. Tag podcast listeners in your CRM if possible, and create listener personas from your top segments.
Common Mistakes to Avoid
Many B2B podcasts fail within the first 10 episodes. Why? Here are the most common reasons:
- No clear objective or audience
- Poor planning and rushed execution
- Inconsistent publishing schedule
- Weak branding and visuals
- Low audio quality
- Not enough promotion
- No engagement or call to action
Avoid these by treating your podcast like a long-term marketing asset, not a one-off experiment.
Trends in B2B Podcasting for 2025
Podcasting is evolving. To stay ahead, embrace these trends:
- Video podcasting: Share episodes on YouTube and LinkedIn with visual branding
- AI tools: Use AI for editing, transcription, content repurposing, and scheduling
- Interactive podcasts: Live Q&A, polls, and audience-submitted questions
- Internal podcasts: For employee engagement, training, or leadership updates
- Podcast SEO: More focus on show notes, schema, and transcripts for search
Be flexible. Try new formats. Watch your data. Let your podcast evolve with your audience.
More Brand Podcast Examples
To inspire your own podcast, study how leading brands use the medium. Here are more brand podcast examples with different tones, formats, and goals:
- The Daily Charge by CNET
Covers daily tech updates in a quick, digestible format. Great example of brevity and relevance for a busy audience. - Slack Variety Pack (Slack)
A mix of storytelling, interviews, and light humour focused on modern work culture. It positions Slack as a people-first, progressive brand. - The Sauce (McDonald’s)
This branded internal podcast explores McDonald’s internal communications and public reputation. It’s a bold example of transparent content for both internal and external audiences. - The Breakout (FreshBooks)
A series focused on entrepreneurs and small business challenges. It mirrors FreshBooks’ customer base while offering genuine, value-driven content. - OVERTIME (Dribbble)
Features creative professionals discussing design, branding, and creative work. This aligns perfectly with Dribbble’s community and marketplace.
These examples show that regardless of your brand’s tone, corporate, quirky, bold, or minimalist, there’s a podcast style that fits.
Tools and Templates
Launching and maintaining a B2B podcast is easier with the right tools. Here are essential options for each stage of production:
Recording & Editing:
- Riverside.fm – Remote interviews in HD video and audio
- Descript – Edit audio like a document; includes automatic transcription
- Audacity – Free, powerful audio editing tool
Branding & Visuals:
- Canva – Design episode covers, audiograms, and social graphics
- Headliner – Create short video snippets (audiograms) for promotion
Planning & Coordination:
- Airtable – Editorial calendar, guest tracker, and content pipeline in one
- Trello or Asana – Episode production workflow and task management
Hosting & Analytics:
- Buzzsprout, Anchor, or Transistor – Podcast hosting and distribution
- Chartable – Analytics and listener attribution tracking
Downloadable Templates You Should Create:
- Guest outreach email template
- Episode prep sheet
- Show notes SEO checklist
- Social media promo pack
- Launch campaign calendar
Use these resources to systemise production and avoid burnout.
Final Thoughts
B2B podcasting is one of the most impactful ways to build brand authority, create authentic connections, and generate long-term value. Unlike traditional marketing tactics, it lets you speak directly to your audience, on their terms, in their own time.
By investing in strategy, sound quality, branding, promotion, and performance tracking, you build a media asset that can power your content engine for years. The key is consistency, clarity, and audience obsession.
Start by identifying your niche, outlining your value, and creating a plan. Don’t wait for perfection—your voice is part of your brand. Get it out there.
Contact us for help launching or growing your B2B podcast
We support B2B companies with end-to-end podcast strategy, production, content repurposing, and growth planning. Whether you’re launching from zero or building a media engine, we can help.
FAQs
Recording & Editing:
B2B podcasting is when a business produces a podcast aimed at other businesses to educate, build trust, and support marketing goals.
What is a branded podcast?
It’s a podcast owned and created by a business to reflect its brand values, connect with its audience, and build long-term authority.
Why should B2B companies podcast in 2025?
Because audio content is growing, podcasts offer deep engagement, and they support a scalable, repurposable content strategy.
How long should episodes be?
20–40 minutes is the sweet spot for business listeners who want depth without being overwhelmed.
How do I track podcast success?
Measure downloads, subscriber growth, retention, site traffic, and lead generation. Use analytics tools and CRM tracking.
Can podcasts generate leads?
Yes. When integrated into a wider funnel and tracked properly, podcasts attract high-quality leads who are already engaged with your brand.
What makes a good B2B podcast name?
It should be simple, descriptive, and relevant. Avoid jargon. Reflect the tone and focus of your show.
How often should I publish?
Weekly or biweekly is ideal. Consistency is more important than frequency; choose a cadence you can maintain long-term.