B2B Podcasts: an Overlooked Format Despite Raving ROI

Boost brand visibility, demonstrate expertise, amplify your value proposition, and provide added value – these are some of the promises that podcasting holds for B2B companies.


According to a survey conducted by Sapio Research, podcasts are the preferred channel for 43% of American decision-makers when it comes to consuming B2B content. This is as much as newsletters, webinars, and video conferences!

That’s not all: according to HubSpot, 38% of retail marketers claim that podcast advertising is the channel that generates the highest ROI. However, the format still remains overlooked, dismissed, or forgotten. Let’s dive into it!

4 out of 10 business leaders turn to podcasts to consume B2B content

You read that right: over 40% of American business leaders now turn to podcasts for their dose of B2B content, whether it’s for learning, staying informed, or making informed decisions. This is what a survey conducted by the market research firm Sapio Research reveals, confirming the adoption of podcasts as the preferred information channel for decision-makers.

Some context: the adoption of podcasting comes at a time when business leaders are spending more time-consuming B2B content, partly due to the increasing complexity of offerings, intense competition, and the need to secure purchasing decisions in a challenging economic environment.

More than a third (35%) of professionals surveyed dedicate between 3 and 4 hours per week to consuming B2B content, and 90% claim to spend at least one hour per week consulting “professional content.”

This appetite for B2B content has benefited podcasts, surpassing traditional industry journals which come in second place (39%), followed by national newspapers (36%), and virtual B2B events (35%). But how can we explain the rather unexpected success of B2B podcasting?

The Hidden Power of B2B Podcasting

B2B marketers have everything to gain by adopting the podcast format, and we’ll tell you why.

For one, a B2B podcast doesn’t necessarily need to be a ‘hit’ in terms of viewership to achieve your goals. Here, the aim is a niche show, a rendezvous hosted and listened to by your buyer personas and ideal customer profile.

Contrary to what one might think, the content doesn’t have to be unique and groundbreaking. The podcast is, in fact, the designated format for content repurposing and recycling. Don’t hesitate to draw from your whitepapers, blog articles, and other case studies to fuel your show.

Also, remember that the audio format, coupled with the portability of smartphones, allows you to reach your target audience in places that were previously inaccessible to you (during the commute, at the gym, while doing chores, etc.).

In concrete terms, a B2B podcast helps you occupy the top and middle of the funnel to develop brand awareness, establish your influence, and demonstrate your expertise… three key factors for generating valuable business opportunities. And if you’ve heard more or less about the Joe Rogan Experience (the number one podcast in the world), you understand that the secret to success lies in authenticity, friendliness, and the human aspect of podcasting.

B2B Podcasts: Eye-Opening Figures

You’ll see, the podcasting figures are simply astounding… and will likely push you to consider at least one show in 2023:

A report commissioned by the BBC goes even further, highlighting the impact of ‘corporate’ podcasts on organizations:

These figures, quite eloquent to say the least, attest to the added value of B2B podcasts for marketers keen on boosting their company’s growth, increasing brand awareness, and strengthening audience engagement. And to conclude: recent advancements in AI facilitate the ‘logistics’ of podcasting, with free applications that filter out background noise, turnkey editing solutions, and ChatGPT helping you draft your podcast outline in no time!

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