B2B podcast: how to start one that wins clients

A B2B podcast's biggest return is often not the audience; it is the guests. Inviting a prospect to share their expertise is a far warmer first conversation than a cold email, and the episode gives them a reason to share your brand with their network. Listeners matter too, but even a show with a few hundred listeners can pay for itself through guest relationships.

The most reliable B2B format is a focused interview with people in the role you sell to, about problems they actually have. Keep the same few questions every time so preparation is fast. More in how to start an interview podcast.

Ask for their expertise, keep the time commitment small, and send the questions in advance. Never pitch during the recording. Follow up afterwards with the finished episode and clips they can post. Get a guest release for every episode.

Record guests remotely with separate high-quality tracks, then use the transcript to pull short clips and show notes for LinkedIn posts, newsletters and sales follow-ups.

Downloads are the least useful number for a B2B show. Track guest conversations that became opportunities, deals influenced by episodes, and how often sales shares the show. Put the goals in a one-page podcast plan before you start.