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

    1D AGO · 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
  2. If Your B2B Podcast Was Working, Your Sales Calls Would Sound Different

    3D AGO

    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
  3. 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
  4. 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
  5. B2B podcasting lessons from 200 episodes about LinkedIn

    11/10/2025

    B2B podcasting lessons from 200 episodes about LinkedIn

    Today, we’re celebrating a major client milestone - 200 podcast episodes—with Michelle J. Raymond, LinkedIn expert and host of Social Media for B2B Growth. Welcome to another episode of B2B Podcasting Insights! I'm Neal Veglio and in this special episode, I'm stepping into the interviewer’s chair on Michelle J. Raymond’s own podcast to help her share her incredible podcasting journey. You’ll hear honest reflections on the first hundred experimental episodes, the turning points that led to lasting success, and the surprising ways podcasting has transformed Michelle J. Raymond’s business and confidence. From redefining podcast strategy after a dramatic cease-and-desist from LinkedIn to discovering the true power of intimate audience relationships — and why podcasting creates higher-quality leads than any other channel — this episode is packed with raw insights and practical lessons that every B2B podcaster and marketer will resonate with. If you’re curious about what it really takes to grow a B2B podcast over hundreds of episodes and the impact it can have, you won't want to miss this one. Timestamped summary00:00 "Sharing Diverse Podcast Experiences" 04:52 "Effort, Alignment, and Success" 06:19 "Podcasting for B2B Growth" 12:13 "Empowered Communication and Choices" 16:22 "Podcasting: Building Real Connections" 20:26 "Messages That Motivate Me" 22:21 "Podcast Success with Neal" Mentioned in this episode: Chapters This podcast uses chapters in apps that support them.

    25 min
  6. Your B2B podcast is NOT top of funnel marketing

    11/03/2025

    Your B2B podcast is NOT top of funnel marketing

    Most branded podcasts chase 'awareness' and stall. Let's make sure yours doesn't. Hi, I'm Neal Veglio, founder of Podknows Podcasting. In this episode, I'm making my case for why your show isn’t top-of-funnel content—it’s conversion accelerant. You’ll learn the 70% Rule (who your show is really for), how to swap broad topics for buying-trigger episodes, and why you need this podcast to become your best salesperson, without the pitch. Ready to turn your feed into a closer? Book a Podknows Podcast Audit for a written report, video breakdown, and a 1:1 call—delivered within four working days after booking: podknows.co.uk/audits. Mentioned in this episode: Chapters This podcast uses chapters in apps that support them.

    8 min
  7. New podcast? Your analytics are lying to you! - Podcasting Insights: growth advice for people and brands

    08/16/2025 · BONUS

    New podcast? Your analytics are lying to you! - Podcasting Insights: growth advice for people and brands

    Every new podcaster does it. You launch your show, then spend the whole week refreshing your hosting dashboard analytics like it’s going to magically change. And when those first week podcast download numbers trickle in, they feel… embarrassingly small. Here’s the truth: those numbers don’t matter. Like, at all. In this episode, I’ll explain why your launch week stats are useless, the psychology behind why we obsess over them (hello, spotlight effect), and the success metrics that actually fuel real podcast growth. From listener retention to 30-day rolling averages, I’ll show you what’s worth tracking — and what’s just noise. If you’ve ever felt crushed by your first week’s downloads, this one’s going to reset how you think about podcast success. Mentioned in this episode: Free PLOT workbook A Podknows Production Podknows helps brands and creators to build their podcasts into virtual sales and marketing teams which get them results even when they're sleeping. Find out more at https://podknows.co.uk/

    8 min

  8. 04/14/2025

    Opportunities for B2B Brands in Podcasting in 2025

    B2B brands currently have an unparalleled opportunity for serious growth thanks to podcasting. A recent report from eMarketer suggests that the window is wide open for these brands to seize the moment and dominate this medium. While individual creators have been quick to capitalise on the expansive potential of podcasting, many companies continue to lag behind, thereby missing out on a significant avenue for establishing thought leadership and fostering relationships. A branded podcast, when executed with insight and authenticity, can serve as a powerful tool to connect with audiences, cultivate trust, and ultimately drive sales. As the podcasting landscape evolves, it is imperative for B2B entities to position themselves at the forefront, lest they find themselves relegated to the side-lines in this rapidly advancing field. Takeaways: B2B brands are presented with an unprecedented opportunity to harness podcasting for community growth and engagement.Current projections indicate podcast creators in the US are set to earn $1 billion by 2025, reflecting a significant upward trajectory.Podcasting serves as a powerful medium for establishing thought leadership and fostering relationships within the B2B sector.Brands can leverage the intimate nature of podcasting to cultivate trust and familiarity with their audience, leading to increased sales.Unlike traditional advertising, podcasts allow businesses to engage listeners through meaningful conversations that address their immediate challenges.The evergreen nature of podcast content enables brands to repurpose episodes across various platforms, enhancing discoverability and reach. Companies mentioned in this episode: E MarketerPodknows Mentioned in this episode: Chapters This podcast uses chapters in apps that support them.

    6 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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