B2B Podcasting: The Ultimate Guide from B2B Podcasting Experts

In today’s B2B landscape, podcasts are an increasingly powerful tool for reaching decision-makers. CEOs and other business leaders are always seeking new insights into their industry, but their packed schedules demand efficient learning. Podcasts offer a convenient, on-demand way to consume valuable content while multitasking, making them the perfect fit for an executive’s busy lifestyle.

With this in mind, it should come as no surprise that more than half of business owners are daily podcast listeners, and that 36% use them as educational tools.

This level of access to your target audience presents a huge opportunity for businesses seeking to elevate their B2B marketing and forge stronger connections. But making a top-quality podcast that will hit the mark for this demanding audience is easier said than done. To succeed in this competitive landscape, your podcast must be consistently engaging, informative, and professionally produced. It needs to offer unique perspectives and actionable advice, delivered in a polished format that establishes your credibility within the industry.

Sounds like a lot to manage? Well, we’re here to help you create a podcast that positions you as an industry leader, generates high-quality leads, and establishes your brand as a trusted resource. Read on for our ultimate guide to developing a game-changing B2B podcast.

The Power of B2B Podcasting

Podcasts have enormous potential to reach a highly engaged audience. However, creating a podcast that stands out in a crowded market and truly connects with discerning executives requires a strategic approach. And the first step is to understand just how powerful a B2B podcast can be.

So before we get into planning your B2B podcast, let’s break down the compelling benefits that make B2B podcasting such a worthwhile investment for ambitious businesses:

  • Build thought leadership. Podcasts provide an incredible platform for demonstrating your expertise and addressing the specific challenges your target audience faces. By offering actionable insights and innovative solutions tailored to your industry, you’ll solidify your reputation as a trusted resource.
  • Expand your network. Podcasts create a unique space for meaningful conversations with industry leaders, potential collaborators, and like-minded peers. These interactions allow you to forge valuable relationships, tap into new perspectives, and expand your network.
  • Increased reach and discoverability: Podcasts give you access to a global audience hungry for on-demand content. From niche interests to broad industry topics, there’s a dedicated listenership for virtually every B2B focus. This presents a phenomenal opportunity to reach new prospects and expand your brand’s influence.

As you can see, the benefits of B2B podcasting are significant – but creating a podcast that truly delivers results takes careful planning and consistent execution. Let’s dive into the best practices and expert insights that will help you launch a podcast that achieves your goals.

Before You Hit Record: Planning Your Podcast

Launching a successful B2B podcast takes more than just a microphone and a great idea. In fact, the success of your podcast can often be decided by the things you do before you’ve even set up a mic stand or hit record. And that’s why the planning stage is so crucial.

To give yourself the best chance of producing a podcast that delivers on your B2B marketing goals, there are a number of important decisions you’ll need to make before you get started. Let’s look at them each in turn.

1.   Set your goals

Yes, you want to secure all the benefits a B2B podcast can offer – but what are your specific needs as a business? To see a real impact, it’s crucial to define what success looks like for your podcast. Are you aiming to boost brand recognition, generate qualified leads, solidify your reputation as a thought leader, or a combination of these?

Without clear goals, your podcast will lack direction and its impact will be difficult to measure. By setting clear success metrics from the outset – and making sure you’ve got ways to track them – you’ll have a roadmap to guide your efforts. For example, if lead generation is your priority, you might track website visits from podcast listeners, email sign-ups, or demo requests.

2.   Define your topic

You know your industry inside and out, so choosing a topic might seem like a no-brainer – you just have to talk about what you know!

However, success in the crowded B2B podcast landscape demands a laser-focused approach. You need a clearly defined angle to stand out. So, think beyond just broad industry discussions. Identify the specific pain points your target audience struggles with, uncover the emerging trends they need to capitalise on, or provide actionable insights into the challenges that keep them up at night.

The more specific your angle, the easier it is to position yourself as the go-to source for a valuable niche within your industry.

3.   Identify your target audience

Understanding who you’re trying to reach is essential for achieving your goals with a B2B podcast. The decision-makers you seek to engage are constantly bombarded with information. To cut through the noise, your content must speak directly to their needs and challenges.

In order to achieve this, you’ll need to go beyond basic demographics and create a detailed Ideal Customer Profile (ICP). This should outline their specific industry challenges, preferred content formats, and the pain points that drive their decisions.

This focused insight allows you to tailor your language, episode length, and content depth, positioning your podcast as an essential resource that will truly grab their attention in a crowded media landscape.

4.   Decide on your style and format

The format and style you choose are a crucial part of your B2B podcast’s identity. They impact everything from how your brand is perceived to the type of audience you attract, so getting these right is key.

Podcasts might seem like a straightforward concept, but in fact they offer a surprising range of formats. You could choose to do a solo show, which allows for focused insights and complete control over the narrative. Or you can go for an interview-based podcast to introduce diverse perspectives and build credibility by association. Co-hosted discussions, meanwhile, offer dynamic conversations and a chance to break down complex subjects in an engaging way.

Whichever approach you take, your tone should reflect your brand identity while appealing to listeners who value professionalism and expertise. And don’t forget to think about how your podcast looks as well –  a dedicated set or backdrop can elevate the experience, especially for video formats.

5.   Set your episode length and frequency

Finding the optimal episode length is crucial for engaging busy listeners. Shorter, focused episodes may be ideal for delivering actionable insights on-the-go. However, longer formats allow for in-depth interviews and analysis, which may be preferred by those seeking deeper and more comprehensive discussions.

However long your episodes are, consistency is key. You want to ensure you can get new episodes to your listeners regularly, and at a pace that fits their expectations. Set a release schedule that is both realistic for your production capacity and frequent enough to retain audience attention.

This builds anticipation and positions your podcast as a reliable resource – they’ll know when to expect a new episode, and they can start to make it part of their regular weekly or monthly schedule.

The Tech Stuff – Equipment & Software

Okay, now you’ve got a solid plan in place. It’s time to turn your B2B podcast vision into a reality. Let’s turn our attention to the technical aspects – the equipment and software that will transform your great idea into a professional, high-quality production.

The specific equipment you’ll need will depend on the format you’ve chosen and the level of production quality you’re aiming for. Whether you envision a simple setup for solo insights or a more advanced rig for in-depth interviews, the right tools will make a world of difference in delivering a quality product that attracts the audience you’re looking for.


Your microphone is the heart of your podcast setup. Choosing the right type is essential for capturing clear, professional audio. Let’s break down the two main categories for podcasting purposes:

  • USB mics. This type of mic will plug directly into your computer, offering a simple, all-in-one solution. It’s the ideal choice for solo shows and those prioritising ease of use.
  • XLR mics. These mics connect to an audio interface or mixer, providing greater flexibility and the potential for superior sound quality. They’re an excellent choice for multi-person podcasts, interviews, and situations where you want more control over your audio.

The right microphone choice lays the foundation for clear and engaging audio, ensuring your B2B podcast meets the expectations of your discerning audience.


Your ability to clearly monitor what your listeners will hear is crucial for identifying potential audio issues and ensuring a polished final product.

Consider investing in a good pair of audio monitoring headphones. These are designed for neutral, flat sound reproduction, allowing you to hear exactly how your recording sounds.

Choose closed-back headphones to prevent sound leakage into your microphone. While consumer headphones may work in a pinch, those optimised for music listening often have built-in sound profiles that can make accurate audio monitoring more challenging.

Also, make sure you think about comfort. You might be spending hours at a time with these things on your ears – you don’t want them to start getting sore!


Choosing the right software is essential for shaping your raw audio into a polished B2B podcast. Digital Audio Workstations (DAWs) offer a comprehensive suite of tools for recording, editing, and mixing your audio at a professional level. This ensures a high-quality listening experience that meets the expectations of your time-pressed audience.

DAWs provide the tools to equalise audio levels, remove background noise, add music and sound effects, and ensure a consistent and polished sound across all your episodes. In terms of their complexity, they range from beginner-friendly options to advanced software used by top studios.

Popular choices include Audacity (a versatile open-source option suitable for basic editing and recording), GarageBand (user-friendly and free for Mac users), Adobe Audition (a powerful professional-level DAW), and Logic Pro X (a professional-grade DAW also well-suited for podcasting).

When choosing your software, consider your budget, technical experience, the desired complexity of your editing workflow, and the importance of features like remote recording or transcription capabilities.

Editing and post-production

Editing and post-production are where your B2B podcast truly comes together. This stage transforms your raw content into a smooth, engaging, and professional listening experience that aligns with the expectations of your time-pressed audience.  Skilled editing can polish your interviews, tighten up your discussions, and ensure your content flows seamlessly.

When it comes to your post-production workflow, you’ll need to consider the following:

  • Noise reduction. Remove distracting background noise, hums, and hisses for clear, polished audio.
  • Audio levelling. Ensure consistent volume levels throughout your episode, avoiding jarring jumps or quiet sections.
  • Editing for flow. Create a seamless listening experience by removing awkward pauses, filler words, or tangents.
  • Intros, outros, and music. Incorporate branded intros, outros, and background music to enhance your podcast’s identity.
  • Transcription and show notes. Increase accessibility and searchability by providing transcripts and detailed show notes.

Editing and post-production can be time-consuming and require specialised skills. To streamline your workflow and achieve exceptional results, consider partnering with a podcast studio. Their expertise in audio editing and production ensures a polished, professional podcast that will impress your B2B audience.

Uploading and promotion

You’ve crafted an amazing B2B podcast, packed with insights and solutions that your target audience needs to hear. Now, it’s time to ensure your content reaches those busy decision-makers across all the platforms where they consume podcasts. Here’s how to maximise your reach and attract new listeners:

  • Upload to key platforms. Ensure your podcast is available on all major platforms including Apple Podcasts, Spotify, and Google Podcasts.
  • Optimise your metadata. Craft engaging titles, descriptions, and keywords to improve discoverability and attract listeners.
  • Strategic promotion. Leverage your social media channels by creating short, engaging clips from your episodes to share across platforms. Promote your show through your email lists, website, and industry partnerships.
  • Leverage transcripts and show notes. Repurpose your transcripts and show notes into blog posts, social media threads, and email newsletters.

By strategically uploading your podcast to all key platforms, optimising discoverability, and actively promoting your content, you’ll ensure your B2B podcast cuts through the noise and reaches the decision-makers who need your insights the most.

The DIY Approach vs. Working with a Podcast Studio

Now that you’ve explored the essential elements of planning and producing a successful B2B podcast, you’ll hopefully be feeling energised to get started – but you might be feeling a bit overwhelmed, too.

B2B podcasts offer an incredible opportunity to connect with your target audience, build thought leadership, and drive business growth. However, taking on the technical aspects, editing, and promotion on your own can be a significant investment of time and resources. While the DIY approach offers complete control and flexibility, there are distinct benefits to partnering with a professional podcast studio.

Yes, the DIY approach empowers you to learn new skills and maintain ownership over every step of the process. You’ll have the freedom to experiment and tailor your podcast to your specific needs and budget.

However, a podcast studio offers invaluable expertise and a streamlined workflow. They possess the technical knowledge, specialised equipment, and editing proficiency to ensure your podcast boasts a polished and professional sound. Studios can also take the pressure off by managing the entire production process, freeing up your time and resources to focus on delivering insightful content.

Additionally, experienced studios offer valuable strategic guidance. They can provide insights into content planning, guest selection, and effective marketing tactics, ultimately helping you maximise your podcast’s reach and connect with your ideal B2B audience.

Liverpool Podcast Studios are your B2B Podcasting Experts

A B2B podcast can help you connect with business owners in your industry in a way that no other channel can manage. Your podcast can demonstrate your insight and knowledge, build trust, and expand your reach – it’s an opportunity that’s too good to pass up!

With our guide, you’ll hopefully be able to get started on your B2B podcasting journey. But going it alone isn’t always the best option. With the support of a dedicated podcast studio, you can elevate your podcast with professional recording, pitch-perfect editing, and ongoing support from a team of experts – it’s the perfect way to deliver a top-quality podcast that gets people talking.

And it’s exactly what we offer here at Liverpool Podcast Studios. Whether you’re looking for a one-off session or a regular monthly production plan, we’ve got something for you. Explore our website for more information or get in touch to discuss how we can take your B2B marketing to a new level.



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