B2B Podcasting Insights - business strategy podcast for founders and brands

Podknows Podcasting
  • 3.0 (2)
  • MARKETING
  • UPDATED BIWEEKLY

B2B Podcasting Insights is for founders, CMOs, consultants, and solo operators who want their podcast to shorten their sales cycle and increase the quality of inbound conversations. Most branded podcasts, designed by businesses, are content wallpaper — polite, vague, interchangeable, and strategically pointless. This show is the opposite. Because podcasting isn’t about brand awareness. It’s about belief — specifically, the kind that makes a prospect say “Yeah, I already trust you.” We talk positioning, message clarity, buying triggers, narrative leverage, and how to use your voice as a strategic asset. Straight talk. No fluff. No “10 tips”. Just how to make your branded B2B podcast actually move deals.

  1. Your Sales Team Have Never Heard Your Podcast (And It's Costing You)

    2D AGO

    Your Sales Team Have Never Heard Your Podcast (And It's Costing You)

    If you've got a B2B podcast and a sales team — there's a fairly good chance they've never properly met. That sounds absurd. And yet it's almost universal. Hi, I'm Neal Veglio, founder of Podknows Podcasting. We're a podcast agency helping B2B businesses and founders enjoy better results from their podcast. In this episode of B2B Podcasting Insights, I'm explaining why the most valuable thing most B2B podcasting strategies are missing isn't more content — it's a single conversation between two teams that should have happened months ago. Whether you're a founder, a CMO, or a sales leader wondering why your expert positioning isn't converting — this episode will change how you think about what your podcast is actually for. Useful links Podknows Website https://podknows.co.uk B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Send a voice note or question https://podknows.co.uk/feedback Timestamped chapters 00:00 The fantasy inbound call 01:51 The podcast sales crime scene 03:54 Why marketing and sales missed each other 05:19 The meeting that never happens 06:37 What good looks like on a sales call 08:39 Your 10-minute podcast deployment playbook 10:40 Founder FAQ: Fred Copestake on sales vs. marketing 15:31 Quick tip: when to ask for a follow Mentioned in this episode: Learn More About Podknows Podcasting We're at https://podknows.co.uk/

    18 min
  2. B2B Podcast Growth Timeline - are you measuring wrongly?

    APR 24

    B2B Podcast Growth Timeline - are you measuring wrongly?

    You published your 40th episode this week and your download graph looks less like a rocket and more like a polite cough. The CFO is squinting at the line item. You're Googling "how long should a B2B podcast take to work?" from the toilet at 11pm on a Sunday. Before you cancel the whole thing, there's a chance you're measuring against the wrong clock entirely. I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm breaking down why most founders are timing their podcast from the wrong day — and the reframe that gives most of them six months of their life back. We look at why every branded B2B podcast sounds completely different at episode 15 than it did at episode 1, why your audience doesn't build a relationship with your dress rehearsals, and why two founders on identical publishing schedules can end up in wildly different commercial positions. There's also the 10-minute Monday exercise that tells you whether your show is developing or drifting, a founder FAQ from Sara on what to actually name a B2B podcast, and a quick tip on rewriting your first two lines like a cold open instead of a voicemail. Useful linksPodknows Website https://podknows.co.uk B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Timestamped summary 00:00 10 months, 40 episodes, and Derek the pop filter 00:42 Welcome to B2B Podcasting Insights 01:08 The Sunday night founder panic 02:15 Why your "start date" is the wrong clock 03:30 Episode 15: where your show actually begins 05:15 The reframe — six months in, not ten 06:30 Not a permission slip: this is a diagnostic 07:15 Founder #1 — developing, compounding, working 08:30 Founder #2 — still dress-rehearsing at month ten 09:45 Monday's 10-minute exercise: two jobs 11:00 The sales team test every founder should run 12:00 Why the wrong clock kills B2B podcasts 12:45 Founder FAQ: Sara on naming a B2B podcast 15:00 Quick tip: the first two lines as a cold open 16:45 Closing thoughts and diagnostic CTA Mentioned in this episode: Learn More About Podknows Podcasting We're at https://podknows.co.uk/

    20 min
  3. Stop Making a B2B Podcast! Start Making a SALES Podcast.

    APR 18

    Stop Making a B2B Podcast! Start Making a SALES Podcast.

    If your B2B podcast sounds "fine" but nothing ever really seems to come off the back of it, the problem probably isn't the content. It's the label. You need to stop making a B2B Podcast and start proactively designing your sales podcast. "B2B podcast" has slowly come to mean a very specific thing. And the moment a show accepts that label, it's off the hook commercially. It doesn't have to do a job. It just has to exist. I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm making the case for a completely different framing: the sales podcast. Not a salesy podcast. Not a weekly advert with a theme tune. A show deliberately designed to accelerate a buying decision your ideal customer is already edging toward. Useful linksPodknows Website https://podknows.co.uk Sales Podcast Self-Audit (one-page PDF) https://podknows.co.uk/sales-podcast-test B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Timestamped summary00:00 A B2B podcast parody 01:32 Why "B2B podcast" has become the wrong label 02:38 A LinkedIn company page with a microphone 03:24 What a sales podcast actually is (and isn't) 04:09 Why marketers flinch at the word "sales" 05:51 The B2B dodge and its commercial cost 08:14 The three-question sales podcast test 11:23 What changes when your podcast earns its keep 13:38 Pre-sold prospects and a shorter pipeline 15:00 Why most B2B podcasts were built to fail 16:08 Founder FAQ — Gareth on first-episode nerves 17:54 Quick tip — your cover art isn't a logo 19:13 The Sales Podcast Self-Audit and next steps

    20 min
  4. Founder Podcast Playbook: Understanding Listener Analytics

    APR 10

    Founder Podcast Playbook: Understanding Listener Analytics

    You opened your podcast dashboard this week, saw a number, felt vaguely okay or pretty terrible — and then closed the tab. That's not a podcast strategy. That's reading your horoscopes. In this episode of B2B Podcasting Insights, Neal Veglio gives you the playbook for putting your listener analytics to actual strategic use — starting with what each number in your dashboard is really telling you, and more importantly, what decision it should be prompting you to make. We cover the four metrics that matter for founders running B2B podcasts: why downloads measure reach rather than popularity and what to do with that insight, how completion rate is the single most important number your show can produce, what drop-off points are really telling you about your content and your audience, and why repeat listeners are your most valuable buying-window signal. There's also a Monday morning protocol — a simple, repeatable process for turning your analytics into content decisions and audience-fit tests before your next episode even goes live. Plus: a listener Q&A response to a founder who recorded six episodes and hasn't published a single one, and a quick tip on why your show notes are probably written for the wrong person entirely. Useful links Podknows Website https://podknows.co.uk Founder Podcast Playbook (Free Download) https://podknows.co.uk/founder-podcast-playbook B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Timestamped Summary 00:00 — The dashboard problem every B2B founder has 01:05 — What this episode is (and isn't) about downloads 02:30 — Metric 1: Downloads — reach vs popularity, and what to compare 04:15 — Your Monday morning downloads protocol 05:00 — Metric 2: Completion rate — the one number to rule them all 06:45 — What a sub-40% completion rate is really telling you 07:30 — Metric 3: Drop-off points — your script doctor 09:15 — Metric 4: Repeat listeners and the buying window 10:45 — Monday morning protocol recap 11:30 — Founder Q&A: Rachel's six unpublished episodes 14:15 — Quick tip: Your show notes are a search landing page 15:45 — CTA: The Founder Podcast Playbook and Diagnostic Mentioned in this episode: Learn More About Podknows Podcasting We're at https://podknows.co.uk/

    15 min
  5. Marketing With Podcasting — How Buying Triggers Beat Brand Awareness

    APR 3

    Marketing With Podcasting — How Buying Triggers Beat Brand Awareness

    If you've put a solid business case together for a branded podcast to help with your B2B podcast marketing, and still got shot down before the biscuits were finished — it probably wasn't the idea that failed. It was the argument you used to make it. Download numbers and audience engagement strategies mean nothing to a CFO. "Big brands are doing it" lands even worse. What actually works is connecting your podcast directly to a commercial problem the business already admits it has — and reframing it not as content, but as a sales asset. I'm Neal Veglio, founder of Podknows Podcasting, and in this episode of B2B Podcasting Insights, I'm walking through exactly how to shift the internal conversation around your B2B podcast — from risk anxiety to revenue logic. We cover why stakeholder pushback on business podcasts is almost always a risk problem rather than a content problem, what not to say in a stakeholder meeting, and how to build a six-episode pilot plan that feels contained enough to get a yes. There's also a section on finding your internal champion before you even walk through the door — and why that coalition matters more than any PowerPoint deck. We also tackle publishing cadence (weekly is not a moral obligation) and episode length (it ends when the point is made — not when you've hit 30 minutes). If you're trying to get a branded B2B podcast off the ground, or you're struggling to demonstrate its value internally, this one's for you. Useful links Podknows Website https://podknows.co.uk B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Mentioned in this episode: Learn More About Podknows Podcasting We're at https://podknows.co.uk/

    15 min
  6. This B2B Podcasting Intro Problem's Costing You Expert Positioning

    MAR 26

    This B2B Podcasting Intro Problem's Costing You Expert Positioning

    Your B2B podcast might be producing great content. But if listeners are bailing before you've said anything useful, the problem isn't your topic, your audio quality, or your production value. It's what happens in the first 10 seconds. I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm making the case that intro music and generic cold opens are quietly driving away the very people you're trying to reach — your ideal prospects — before they've heard a single word of value from you. We look at why sonic branding made sense in radio (and why that logic completely falls apart in podcasting), what a B2B buyer is actually thinking in those first few seconds before they decide to stay or skip, and what the ingredients of a cold open that signals authority actually look like. There's also a Founder FAQ answering whether episode length is hurting completion rates (spoiler: it isn't — but something else is), and a practical quick tip for using specific podcast episodes to shorten the trust-building phase of your discovery calls. If your show still opens with 30 seconds of music and a "welcome back," this episode will tell you exactly what that's costing you — and how to fix it. Useful links Podknows Website https://podknows.co.uk Free Intro Guide https://podknows.co.uk/intro-guide B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Timestamped summary00:00 The sound of listeners leaving 00:53 The 15-second test you should run right now 01:54 What your intro music is actually signalling to new listeners 03:17 The B2B buyer's mental state when they press play 04:11 Why sonic branding is a radio hangover 05:40 Active vs passive: why podcasting is not radio 06:28 What the wrong version sounds like (live demo) 07:10 What the right version sounds like (live demo) 08:25 The three ingredients of a proper cold open 10:38 The psychology of the first press of play 11:34 Founder FAQ: Is my 40-minute episode too long? 14:38 Quick tip: pre-sell prospects before your discovery call 15:33 Final thoughts and where to go next

    17 min
  7. 10,000 Followers? 100 Downloads! Why B2B Sales Podcasts Struggle!

    MAR 19

    10,000 Followers? 100 Downloads! Why B2B Sales Podcasts Struggle!

    If you've built a decent following on LinkedIn and you're still wondering why your podcast isn't getting the downloads you expected, more posting almost certainly isn't the answer. Ten thousand followers sounds like a head start. In podcasting, it barely counts as a warm-up. I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm breaking down why your social media audience and your podcast audience are almost entirely different groups of people — and why treating them as the same thing is one of the most expensive and time-consuming mistakes in B2B podcasting right now. We get into why the barrier to becoming part of someone's social following is so low it's practically meaningless, why platform algorithms are specifically designed to bury your podcast link before anyone clicks it, and why social media call-to-actions account for less than 1% of episode traffic. Yes, less than 1% — and yes, I have data to back that up. I also walk through where podcast audiences actually do come from, why YouTube isn't the magic cross-pollination fix some people are claiming, and a quick episode title test you can run right now to see whether your show is even findable inside the podcast apps. Plus, Rachel from a professional services firm sends in this week's Founder FAQ with a question about a host who's starting to run out of things to say eight months in — and the answer might reframe how you think about your whole show brief. Useful links Podknows Website https://podknows.co.uk Free Guide — Five Areas Most Branded Podcasts Ignore: https://podknows.co.uk/free-guide B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits

    13 min
  8. Video Podcasting & B2B Sales Podcasts: Why Apple’s New Feature Matters

    FEB 17 ·  BONUS

    Video Podcasting & B2B Sales Podcasts: Why Apple’s New Feature Matters

    Video podcasting is coming to Apple Podcasts. And not in an indirect way. They're adding it to the native ecosystem for the first time. Libsyn's been allowing passthru of video for years, but this new step means creators can upload full video versions of their show in Apple Podcasts and rely on it being a decent experience. I've been staunchly anti-video using YouTube, but this has changed my mind. Listen to this episode of B2B Podcasting Insights to find out why. Find out more about http://podknows.co.uk/

    9 min
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Ratings & Reviews

3
out of 5
2 Ratings

About

B2B Podcasting Insights is for founders, CMOs, consultants, and solo operators who want their podcast to shorten their sales cycle and increase the quality of inbound conversations. Most branded podcasts, designed by businesses, are content wallpaper — polite, vague, interchangeable, and strategically pointless. This show is the opposite. Because podcasting isn’t about brand awareness. It’s about belief — specifically, the kind that makes a prospect say “Yeah, I already trust you.” We talk positioning, message clarity, buying triggers, narrative leverage, and how to use your voice as a strategic asset. Straight talk. No fluff. No “10 tips”. Just how to make your branded B2B podcast actually move deals.

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