B2B Podcasting Insights - From Listeners To Leads

Podknows Podcasting
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B2B Podcasting Insights is for founders, CMOs, consultants, and 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. Video podcasting is coming to Apple Podcasts. Here's why that's exciting.

    1H AGO · BONUS

    Video podcasting is coming to Apple Podcasts. Here's why that's exciting.

    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
  2. Why Focus On Being 'Consistent' Is Killing Your B2B Podcast

    FEB 2

    Why Focus On Being 'Consistent' Is Killing Your B2B Podcast

    If you’re putting real effort into your B2B podcast and still wondering why it isn’t really moving anything, consistency probably isn’t the problem you think it is. Publishing weekly feels responsible. It looks good internally. It gives teams something concrete to point at. But it rarely builds trust on its own. I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m breaking down why “you must be consistent” has become one of the most over-valued ideas shared by self-styled podcasting experts in B2B podcasting, and what actually does the heavy lifting when it comes to credibility, trust, and commercial impact. We look at why two podcasts can publish on the same schedule and get completely different outcomes, why sounding “fine” is often a bigger problem than sounding wrong, and how podcasts quietly remove doubt long before a sales conversation ever happens. There’s also a simple test you can run on your own show to see whether it’s genuinely doing strategic work, or just adding to a growing back catalogue. Useful links Podknows Website https://podknows.co.uk B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Timestamped summary00:00 The consistency question CMOs keep asking 01:08 Why listeners respond to patterns, not schedules 03:11 Cadence vs the listener experience 04:20 The three-episode trust test 05:24 Why publishing more won’t fix vague thinking 06:44 Listener message on reporting podcast value internally 09:16 Founder FAQ: supportive vs safe podcasts 11:11 Final thoughts and next steps

    12 min
  3. Why Guest Interview Based B2B Podcasts Don't Work

    JAN 28

    Why Guest Interview Based B2B Podcasts Don't Work

    If your B2B podcast relies on interviews by default, there’s a good chance it isn’t really doing its job. Interviews feel safe. They’re familiar. They spread responsibility. And they let the host stay slightly hidden. I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m unpacking why interview-led B2B podcasts are so common — and why they so often fail to create clarity, trust, or commercial impact. I explain how guest conversations can hurt the host’s credibility instead of the listener’s needs, why so many interview shows sound pleasant but change nothing, and how hiding behind guests is usually a psychological decision, not a strategic one. I also share what the data actually shows when we compare interview episodes with solo episodes — including why solo formats consistently outperform on engagement, completion, and real-world response. There’s a clear breakdown of when interviews can work, what they’re genuinely good for, and why they should support a strategy rather than be the strategy. If your podcast gets downloads but rarely gets referenced in sales conversations, inbound messages, or buying decisions, this episode will help you understand why — and what to rethink before booking another guest. Useful links Podknows 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 Why most B2B podcasts default to interviews 01:46 Why interview shows feel safe but ineffective 03:23 When interviews actually work 04:47 Solo episodes vs interviews: what the data shows 05:13 Why clarity beats control 06:44 Authority, trust, and brand risk 07:31 What a B2B podcast is really for 08:20 Listener message on choosing intention over frequency 10:14 Founder FAQ: when podcasts start delivering results 12:13 Final thoughts and next steps

    13 min
  4. Your B2B Podcast's Downloads Are NOT The Result

    JAN 21

    Your B2B Podcast's Downloads Are NOT The Result

    If your B2B podcast is “performing well,” there’s a good chance you’re measuring the wrong thing. Download numbers feel important. They’re easy to report. They look reassuring on a slide. But they rarely tell you whether your podcast is actually influencing anything. I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m unpacking why download numbers are such a comforting distraction — and how they quietly pull B2B podcasts away from doing useful work. I also share a simple reframe that helps teams stop obsessing over reach and start thinking about influence — including the early signs that your podcast is making sales conversations easier, even if the numbers look modest. There’s a listener question from a managing director asking what a podcast is meant to do that a strong sales team doesn’t — and why the answer has nothing to do with audience size. If your podcast gets downloads but still leaves prospects confused, unconvinced, or starting from zero on sales calls, this episode will help you see why — and what to pay attention to instead. Useful links Podknows 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 Why download numbers feel important 01:10 What a podcast download actually tells you 02:30 Why downloads are such a comforting lie 03:50 How numbers push podcasts into bad behaviour 05:20 Why influence beats reach every time 06:30 The metrics most B2B podcasts ignore 07:40 Listener question: what’s the podcast’s job vs sales? 09:10 Using podcasts to shape thinking before the sales call 10:00 Why downloads are a starting point, not proof Mentioned in this episode: Learn More About Podknows Podcasting We're at https://podknows.co.uk/

    11 min
  5. Why is Creator X potentially quite exciting for international B2B Brands?

    JAN 15 · BONUS

    Why is Creator X potentially quite exciting for international B2B Brands?

    In this bonus episode, we delve into the new exchange for creator-led advertising; Creator X. The platform claims to be built to address frustrations in the market.

    4 min
  6. If Your B2B Podcast Was Working, Your Sales Calls Would Sound Different

    JAN 13

    If Your B2B Podcast Was Working, Your Sales Calls Would Sound Different

    If your B2B podcast was working, your sales calls would sound different. Most B2B podcasts are easy to listen to. They’re consistent. Polished. Well-intentioned. And yet… nothing changes. Prospects still ask basic questions. Sales calls still start from scratch. And the podcast quietly sits there, passing time. I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m unpacking why that happens — and what it looks like when a podcast actually earns its place in the buying process. In this episode, I cover: Why podcasts that feel “safe” rarely influence decisionsThe difference between being listened to and being rememberedWhy internal praise is often a warning sign, not a winHow effective podcasts equip buyers for internal conversationsA simple question to tell whether your sales calls should sound different by now There’s also a practical segment on guest interviews, including advice shared with Susan Walsh, founder of The Classification Guru, on how to use guests without losing strategic control. If someone could binge your show for months and still ask “so… what do you actually do?”, this episode will help you understand why — and what needs to change. Useful links Podknows Website: https://podknows.co.uk B2B Podcast Growth Diagnostic: https://podknows.co.uk/diagnostic Podcast audits: https://podknows.co.uk/audits Guest mentioned: Susan Walsh — The Classification Guru https://www.theclassificationguru.com/ Timestamped summary 00:00 If your podcast was working, your sales calls would sound different 01:10 Why most B2B podcasts don’t influence anything 03:00 The real risk your buyer is trying to manage 05:20 Why neutrality kills decision-making 07:40 Internal praise as a red flag 10:10 Building a podcast that shows up in buying conversations 12:30 Using guests without losing focus 15:10 The sales call test 16:40 How to find out if your podcast is actually doing its job

    12 min
  7. Is Your B2B Podcast Doing Its Job?

    JAN 6

    Is Your B2B Podcast Doing Its Job?

    Most B2B podcasts don’t actually have a job. They exist because someone, somewhere, decided the company “should have a podcast”. Not because anyone decided what it was meant to do. I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m asking the grown-up question almost nobody asks before they hit record... In this episode, I break down: Why so many B2B podcasts quietly become joblessHow interviews often mask a lack of strategyWhat changes inside a business when a podcast becomes operationalA simple test to tell whether your podcast is earning its keep — or wasting attention If you’re responsible for a B2B podcast and can’t clearly explain what should change after someone listens, this episode will help you spot the problem — and decide what to do next. Useful links:Visual breakdown: https://podknows.co.uk/jobless Podcast Growth Diagnostic: https://podknows.co.uk/diagnostic Timestamped summary00:00 Why most B2B podcasts don’t have a job 01:20 The question nobody asks before launching 02:26 Why “brand awareness” isn’t a job 03:22 What an operational podcast actually does 05:00 How podcasts end up jobless 09:20 What changes when a podcast has a job 12:40 The disappearance test 15:40 The Podcast Growth Diagnostic Mentioned in this episode: Chapters This podcast uses chapters in apps that support them.

    13 min
  8. Your B2B Podcast Isn’t Working Because You’re Solving the Wrong Problem

    12/08/2025

    Your B2B Podcast Isn’t Working Because You’re Solving the Wrong Problem

    Most B2B podcasts fail for one simple reason. They’re built around topics nobody is looking for, instead of the real moment a buyer realises something in their business is breaking. In this episode, I break down why your “marketing”, “leadership”, or “productivity” episodes are getting skipped, and what to do instead. We’ll get into: • How to spot actual content you should be publishing, using your sales calls • Why “topics” make your show sound like a 2014 panel discussion • The shift from brand awareness to belief-building • Simple ways to turn your podcast into a pipeline machine, not a weekly chore If you want episodes your ideal clients recognise themselves in, this is the one to listen to. Want me to help you with all this? https://podknows.co.uk/audit Just want free insights sent directly to your inbox each week? https://podknows.co.uk/email/ Mentioned in this episode: Chapters This podcast uses chapters in apps that support them.

    8 min
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About

B2B Podcasting Insights is for founders, CMOs, consultants, and 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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