About a year ago, I asked you a simple question: what is the real value of podcasts in B2B marketing strategy? I showed that this audio format, long underestimated, is much more than a gimmick. Podcasts in B2B marketing are a way to humanize your brand, reinforce your authority, and build trust with your potential customers.
Nine months later, the landscape has evolved, giving rise not only to a few pioneering initiatives, but to pillars of well-structured B2B strategies. While I emphasized the potential value of podcasts, today we can illustrate their real impact: who uses them, why they work, and what lessons can be learned. Welcome to chapter two: B2B podcasts in action.
Why podcasts really work in B2B marketing
You might think they’re only for the general public, crime fiction fans, or Italian cuisine enthusiasts. However, in B2B marketing, this format is particularly powerful. Why? Because it creates a rare sense of closeness.
Imagine: an IT decision-maker listens to your episode on their morning commute. They hear your experts discussing concrete solutions to their problems. No need for an aggressive pitch: it’s consistency and a human tone that build trust. Let’s be honest: listening to a voice that guides us in our thinking is often more enjoyable than reading another 50-page PowerPoint report…
Podcasts in B2B marketing are also what we call a long format. Unlike a LinkedIn ad that captures attention for three seconds, a 20- or 30-minute episode engages deeply. In a B2B context where decision cycles are long and complex, this sustained attention becomes a competitive advantage.
Finally, each podcast is raw material. A single episode can be turned into a blog post, video clip, infographic, LinkedIn capsule, or even integrated into a newsletter. In other words, it’s not isolated; it feeds into your entire content strategy.
The numbers speak for themselves
When I discussed this topic last December, there was still some doubt: is podcasting really a strategic tool, or just a fad in B2B marketing?
Today, the figures are clear. According to a LinkedIn/Ipsos study cited by eMarketer, 36% of B2B marketers plan to add podcasts to their B2B marketing arsenal, and 60% plan to increase their use of podcasts in the coming years.
For its part, an analysis conducted by Be Omniscient confirms the trend: 91% of marketers plan to maintain or increase their investment in podcasts in 2025, and 90% of companies that have already launched their own audio-video channel say they are satisfied with the results.
A very high priority for 58% of business owners, according to this Adobe study, recently cited in a post on MarketingProfs. In short, what was an experiment yesterday has become a very important and valued tool today.
What are the concrete results in B2B marketing?
Results vary from company to company, but several trends are emerging.
First, there is the awareness effect: companies see a marked increase in their visibility on LinkedIn and improved brand recognition after a few months of regular broadcasting. A well-designed podcast becomes a magnet for credibility, much like an audio business card that your potential customers keep in their headphones.
Then there is the impact on customer relations. Several sales teams report how a single episode shared with a potential customer sparked a meaningful discussion. Podcasts act as a natural “icebreaker” because they demonstrate expertise without commercial pressure. In some cases, companies report that potential customers who have already been exposed to their episodes move more quickly through the buying cycle.
There are also benefits in terms of content and internal engagement. Internal or customer-oriented podcasts engage the company’s experts, empower employees, and increase touchpoints. As a result, marketing teams have a constant stream of material to turn into blog posts, infographics, video clips, or newsletters.
Finally, let’s talk about measurable ROI. Companies that closely track their data see a clear correlation between podcast listening and increased qualified traffic to their site, with higher conversion rates. Some directly link sales opportunities to a particular episode that is part of a customer journey.
Des exemples inspirants de podcasts en marketing B2B
One thing remains constant: podcasts in B2B marketing create proximity and build trust. These two intangible but decisive levers explain why companies that dare to use this format reap the rewards in the long term. To bring these figures to life, nothing beats examples.
- B2B Growth (Sweet Fish Media): every week, this podcast explores concrete marketing strategies with guest experts. Its secret? Simplicity and consistency.
- Best Story Wins (Column Five): focused on storytelling, it shows how B2B companies can stand out by telling real stories.
- Blazing Trails (Salesforce): a perfect example of a podcast used by a large company to inspire beyond its product.
- Deloitte Insights: more sober and analytical, this podcast demonstrates that even consulting firms can humanize their expertise through audio.
- B2B & GO (Quebec): Hosted by Simon Deschênes, this Quebec podcast perfectly illustrates the value of local formats tailored to a specific market.
These initiatives prove one thing: whether you’re an SME or a global leader, podcasting offers a unique environment to share your knowledge, nurture your market, and strengthen your image.
Lessons to remember for B2B companies
So, what can we learn from these experiences? First, a podcast must have a clear editorial line. You don’t just throw a microphone out there at random: you need to know who you’re talking to, what topics you’re covering, and what your goals are.
Second, consistency is more important than frequency. A well-thought-out monthly episode is more effective than a weekly one that is abandoned after three episodes. It’s a bit like your January gym membership: it’s better to aim for the long term.
You also need to think about amplification. This is very important! Publishing a podcast without promoting it is like whispering in an empty room. Successful companies are those that turn their episodes into blog posts, LinkedIn capsules, newsletters, and sometimes targeted advertising campaigns.
Finally, podcasts in B2B marketing are not just tools for building awareness. When used effectively, they directly support your sales force: your representative can share an episode with a potential client to lend credibility to their approach, or use it as leverage in a conversation.
Conclusion
In my previous post on the subject, I emphasized the real value of podcasts in B2B. Today, the question is no longer whether to do it, but how to do it intelligently.
Podcasts have become tangible levers for credibility, visibility, and conversion. And those who act now will reap the rewards in the months and years to come.
So, are you ready to move from concept to action and connect your customers to your expertise? Yes? Then talk to our experts.
Frequently asked questions (FAQ) about podcasts in B2B marketing
- Are podcasts really effective in B2B marketing?
Yes. They help build credibility, target specific niches, and create a unique rapport with decision-makers. - How long does it take to launch a podcast?
From idea to broadcast, a few weeks is enough if the strategy is clear and the resources are in place. - What topics work best in a B2B marketing podcast?
Industry trends, customer testimonials, case studies, and practical advice. - Do you have to publish often to be credible?
No. Consistency is more important than frequency. A well-promoted monthly episode can have more impact than an inconsistent weekly broadcast. - What metrics should I track to measure the success of a B2B podcast?
Listens, completion rates, engagement, traffic generated, and sales opportunities identified. - Can a podcast be repurposed into other content?
Absolutely. Each episode can become a blog post, video clip, LinkedIn video, or infographic.
