Digital Marketing
Digital Marketing

Podcasts as a Marketing Channel: Opportunities and limitations

Podcasts have rapidly become a powerful tool for B2B companies to engage their audience, establish thought leadership, and drive business growth. Podcasts have experienced a renaissance in the digital age, evolving from niche entertainment to a mainstream content medium. According to Edison Research, as of 2021, over 80 million Americans are weekly podcast listeners, a number that continues to grow. The B2B world has taken notice of this trend and is increasingly leveraging podcasts as a valuable marketing tool.

Why Podcasts in B2B Marketing?

1. Thought Leadership and Expertise: Podcasts offer B2B companies a platform to showcase their industry knowledge and establish themselves as thought leaders. Businesses can position themselves as authorities in their field by discussing industry trends, sharing insights, and offering solutions to everyday challenges.

2. Building Trust and Credibility: Podcast hosts, often experts in their respective domains, can build trust and credibility with their audience over time. When listeners consistently receive valuable, informative content from a company, they are more likely to trust that company’s products or services.

3. Engaging Content: Podcasts provide an engaging and convenient way for B2B marketers to connect with their audience. Listeners can consume content while multitasking, such as during their commute or while exercising, making podcasts a highly accessible and flexible medium.

4. Expanding Reach: Podcasts have a global reach, allowing B2B companies to connect with a broader audience beyond their geographic location. This can be especially valuable for companies looking to expand into new markets or reach decision-makers in different regions.

5. Personalization: Podcasts allow companies to humanize their brand. Listeners can hear the voices and personalities behind the company, fostering a sense of connection and relatability.

Implementing Podcasts in B2B Marketing

To effectively use podcasts as a marketing channel in the B2B space, companies should consider the following strategies:

1. Define Your Niche: Identify a specific niche or topic that aligns with your business and target audience. This focus will help you stand out in the crowded podcast landscape.

2. High-Quality Content: Invest in high-quality content that provides value to your audience. Whether it’s in-depth industry analysis, expert interviews, or practical tips, the content should be informative and relevant.

3. Consistency: Establish a regular publishing schedule. Consistency helps build a loyal audience who knows when to expect new episodes.

4. Promotion: Promote your podcast across various marketing channels, including social media, email marketing, and your company website. Encourage employees to share episodes with their networks.

5. Engage with Your Audience: Encourage listener feedback and engagement. Respond to comments, questions, and suggestions from your audience to foster a sense of community.

6. Measure Results: Use analytics to track the performance of your podcast. Monitor metrics such as download numbers, listener demographics, and conversion rates to assess its impact on your marketing goals.

Why B2B Podcasts Might Not Be Ideal for Lead Generation

While podcasts have gained significant popularity as a marketing tool in recent years, it’s important to recognize that they may not always be the best choice for lead generation in the B2B context.

1. Limited Reach and Audience Size: One of the primary challenges with using podcasts for B2B lead generation is the limited reach and relatively small audience size compared to other digital marketing channels. B2B podcasts often cater to niche industries or specialized topics, which can result in a smaller pool of potential leads. If your target audience is broad or your market is highly competitive, relying solely on podcasts may not yield the desired lead quantity.

2. Longer Conversion Timeline: Lead generation through podcasts typically involves a longer conversion timeline. Unlike some other digital marketing channels, such as pay-per-click advertising or email marketing, where leads can be generated quickly, podcasts require consistent and ongoing content production. It may take several episodes for listeners to engage, subscribe, and eventually convert into leads, making it a less immediate lead generation strategy.

3. Lack of Data and Attribution: Podcasts often lack the robust data and attribution capabilities that other digital marketing channels offer. Tracking listener behavior, understanding their journey, and measuring the effectiveness of lead generation efforts can be challenging. Without detailed analytics, it’s difficult to determine which episodes or content elements are driving lead conversions.

4. Dependence on Engagement and Loyalty: Lead generation through podcasts heavily relies on listener engagement and loyalty. To convert listeners into leads, you need them to consistently tune in, develop trust in your brand, and eventually take action. However, building such engagement and loyalty can be time-consuming and challenging, especially if your podcast competes with numerous others in the same niche.

5. Limited Direct Calls-to-Action (CTAs): Podcasts often have limited opportunities for direct calls-to-action. While you can encourage listeners to visit your website or sign up for newsletters, the medium itself doesn’t offer as many interactive options as, for instance, a landing page or email campaign. This limitation can hinder the effectiveness of lead generation efforts.

6. Difficulties in Lead Qualification: Podcasts may attract a diverse range of listeners, including those who aren’t necessarily qualified leads for your B2B company. Sorting through the leads generated from a podcast to identify genuinely interested prospects can be a time-consuming process. This can result in inefficiencies and potentially lower lead quality.


Podcasts have emerged as a valuable marketing channel in B2B companies, offering a unique opportunity to establish thought leadership, build trust, and engage with a global audience. As the podcasting landscape continues to evolve, B2B marketers should consider how this medium can complement their existing strategies and help them achieve their marketing objectives. By delivering high-quality content that resonates with their target audience, B2B companies can leverage podcasts to drive business growth and enhance their brand presence in an increasingly competitive marketplace.

While podcasts undoubtedly have their merits as a marketing and content strategy, it’s crucial to recognize their limitations in the context of B2B lead generation. Their smaller audience size, longer conversion timeline, data limitations, and dependence on listener engagement and loyalty can make them less ideal for businesses seeking quicker and more measurable lead generation results.

Instead of relying solely on podcasts, B2B companies should consider a holistic approach to lead generation that includes a mix of digital marketing channels, such as content marketing, email marketing, search engine optimization, and paid advertising. By diversifying your lead generation strategies, you can reach a broader audience, capture leads more efficiently, and better measure the impact of your efforts on your bottom line.