B2B Podcasting Insights - business strategy podcast for founders and brands

Podknows Podcasting
  • 3.7 (6)
  • Marketing
  • Updated Weekly

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. Does Your B2B Podcast Actually Need Video? (Probably Not Yet)

    6d ago ·  Video

    Does Your B2B Podcast Actually Need Video? (Probably Not Yet)

    If someone in your business has just told you that you need to do a video podcast and you're not sure whether to believe them, this episode is for you. I'm Neal Veglio, and in this episode of B2B Podcasting Insights I break down why "you must add video" has quickly become the default advice in B2B podcasting — and why following it without a reason often gives you a more expensive podcast that still doesn't have a job. We start with the home-office video makeover nobody needs: the relocated plant, the bookmarked gimbal, the colour calibration card in the post — on a show whose 24 episodes have never once come up in a sales conversation. Then we get to the part most "experts" skip: where your buyers actually are when they consume your content. Not at a desk, notepad ready. On a treadmill. At the side of a swimming pool, taking notes while their kid does lengths. You can't replicate that with video, and the intimacy of audio is doing commercial work long before any sales call happens. This isn't an argument against video in principle. It's an argument against adding it reactively. There's a simple test — strip every visual from your episode and ask whether the listener still gets 100% of the insight — plus the cases where video genuinely completes the show, the attribution problem nobody talks about, this week's Founder FAQ on podcast bios (CV vs. sales tool), and a quick tip that will change how you write every episode description from now on. Useful links Podknows Website https://podknows.co.uk Should Your B2B Podcast Add Video? (90-second decision tree) https://podknows.co.uk/video-decision B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic Podcast Audits https://podknows.co.uk/audits Timestamped summary 00:00 The Saturday-night home-office video makeover 00:52 Welcome to B2B Podcasting Insights 01:07 Where are your buyers actually consuming your content? 02:41 Why you can't replicate audio's intimacy with video 04:41 Making yourself watchable risks making yourself missable 04:47 "Our audience prefers video" — based on what? 06:30 This isn't anti-video — it's anti-video-without-a-reason 06:49 The test: strip every visual and see what's lost 07:47 When video completes the podcast instead of padding it 09:17 The fork in the road: add video or change the content 10:14 The attribution problem nobody talks about 11:50 A more expensive podcast that still has no job 12:11 The 90-second video decision tree 15:25 Founder FAQ: is your podcast bio a CV or a sales tool? 16:24 Quick tip: write for the "I'm not sure this is for me" buyer 17:54 Final thoughts Mentioned in this episode: Learn More About Podknows Podcasting We're at https://podknows.co.uk/

    18 min
  2. Your Episode Nobody Shared Was the One That Actually Worked!

    Jun 19 ·  Video

    Your Episode Nobody Shared Was the One That Actually Worked!

    If you've published a B2B podcast episode you were genuinely proud of, then watched it land to four downloads and two likes you suspect might be bots, this one's for you. I'm Neal Veglio, and in this episode of B2B Podcasting Insights I break down why your best episode probably got almost zero shares, what that does and doesn't mean, and why publishing is not the finishing line in your content story. I open with a confession: I watched my own argument, made weeks earlier on this very show, get repackaged by someone else and rack up hundreds of reshares and thousands of comments while my original barely moved. I wasn't angry. I was weirdly pleased, because it proved the idea worked, just not inside my own distribution system. We look at the difference between content that gets shared (comfortable, affirming, validating) and content that gets saved, WhatsApped and referred (uncomfortable, specific, commercially valuable), why a referral from the right person beats 47 likes every time, and how to tell a distribution gap apart from a content failure so you don't go and fix the wrong thing. There's also this week's Founder FAQ on seasons vs. publishing continuously, and a deceptively simple quick tip on episode length and completion rate. 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 The idea that wandered off and got famous somewhere else 03:52 Welcome — what this episode is really about 04:24 You nailed the episode, then the stats didn't move 06:44 What actually gets shared in B2B (and why it's useless for pipeline) 08:20 Shares vs. referrals: which one is actually worth money 11:11 My Diary of a CEO episode, and watching the idea get repurposed 12:55 Distribution gap vs. content failure (magic beans and the uneaten cake) 16:36 The only question worth asking: does the right person know it exists? 17:12 Founder FAQ: seasons vs. publishing continuously 22:20 Quick tip: stop padding episodes — completion rate is the signal 23:54 The Podknows Growth Diagnostic and audits 24:55 It's probably working offline

    25 min
  3. I did NOT see this coming - a surprising benefit of attending The Podcast Show 2026

    May 22

    I did NOT see this coming - a surprising benefit of attending The Podcast Show 2026

    Yes, I attended The Podcast Show. Yes I had both good and bad things to say. (One of those things is pasted below from my LinkedIn) But through it all, there was one super surprising benefit I discovered from going to The Podcast Show 2026. I really did NOT see this coming. http://podknows.co.uk/contact (FROM LINKEDIN) The Podcast Show 2026 was ultimately epic. Let me go deeper, fam. Let's slide through the obvious stuff like the wonderful sense of community and camaraderie that exists among the many strangers and even those who are technically 'competitors'. This is one of my favourite things about the show. 10/10 — no notes. I'm going to say that I'm blown away by how seriously the event organisers take this show, and they only ever want to make it better each year. I also thoroughly enjoyed some of the perspectives from the stages. It wasn't a total pitchfest. And if anybody tried to schill their warez, the moderators did a fab job of keeping them back on point. (I felt for Katie Prescott from The Times who had the misfortune of moderating a panel with podcasting's perniciousness incarnate, Jeanine Wright. I mean, the tech ops had to actually resort to drowning her out with music to stop her in her delusional verbal tracks.) I won't say any more on that talk other than to acknowlege the loud and passionate criticisms from the baying audience which reassured my weeping heart. But there were a couple of negatives and it would be off-brand for me not to mention 'em. With iteration, someone, somewhere, is always going to be left slightly disappointed while others benefit. We see this in podcast production all the time – we make a tweak to improve content such as adding sound design or introducing structure, and there will always be someone who hates the new sound because it's no longer what they became comfortable with. So I accept that some of the things that I didn't enjoy as much are a subjective thing. Gone was the business stage – clearly didn't get the bums on seats last year – and so a big reason I enjoyed the event last year was disappeared. We move past that. It's one of those things. I also felt sad at how some of the people hosting talks clearly didn't know their audience. An example of this was a chat about the benefits of immersive sound design that was schilling Dolby as a tool. Now I'm not the biggest technical nerd in this space, but I'm pretty sure none of the podcast apps offer passthru of that standard, so that was a fairly pointless 25 minutes for anyone NOT considering running an audiobook on Audible. My biggest WTF moment was the one pictured. Head honcho from YouTube grabs three creatives who have seen success putting their podcasts on the platform. I'll say this, if a head of content can't project manage success in video podcasting at... well... The Guardian... then I'd have expected them to quit being in charge of content immediately, because it would suggest an incompetency problem. There we no receipts of before YouTube and after YouTube. Just a whole lot of 'trust me bro, we know what we're talking about' which too many lazy last-minute panellists tend to lean on. To be clear, this is a criticism of the individual speakers, NOT the event itself. In old money, definitely still a A+ event. Well done to all the team. Mentioned in this episode: Learn More About Podknows Podcasting We're at https://podknows.co.uk/

    17 min
  4. Your B2B podcast looks and sounds like Diary of a CEO. That's NOT a compliment!

    May 15

    Your B2B podcast looks and sounds like Diary of a CEO. That's NOT a compliment!

    There's a very specific kind of irony happening across B2B podcasting right now. Someone posts on LinkedIn about the urgent need to differentiate from competitors — gets hundreds of nodding comments, a few congratulatory pats on the shoulder — and then releases a podcast episode that sounds verrrrrry familiar. Hi, I'm Neal Veglio, founder of Podknows Podcasting and host of B2B Podcasting Insights. And in this episode, I'm breaking down why copying the Diary of a CEO container is actively working against your buyers' trust — and what the one thing is that actually differentiates a B2B podcast. Spoiler: it's not your lighting rig. Also in this episode: Founder FAQ: Dominic from Norwich wants to know why his podcast guests never share the episode after recording — and what he can do about itQuick Tip: The simple title strategy that will make every episode you publish sharper, more specific, and more honest than anything you planned in advance If your show is built around looking successful rather than being useful, this one's going to sting slightly. In a productive way. 👉 Book your diagnostic session: podknows.co.uk/diagnostic Mentioned in this episode: Podknows Launch Book Get our free book "Podcast Launch Strategy" Free Launch Book Learn More About Podknows Podcasting We're at https://podknows.co.uk/

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

    May 8

    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
  6. 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
  7. 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
  8. 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
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3.7
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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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