B2B Podcasting Insights - From Listeners To Leads

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 linksPodknows Websitehttps://podknows.co.ukB2B Podcast Growth Diagnostichttps://podknows.co.uk/diagnosticPodcast Auditshttps://podknows.co.uk/auditsTimestamped summary00:00 Why download numbers feel important01:10 What a podcast download actually tells you02:30 Why downloads are such a comforting lie03:50 How numbers push podcasts into bad behaviour05:20 Why influence beats reach every time06:30 The metrics most B2B podcasts ignore07:40 Listener question: what’s the podcast’s job vs sales?09:10 Using podcasts to shape thinking before the sales call10:00 Why downloads are a starting point, not proofMentioned in this episode:Learn More About Podknows PodcastingWe're at https://podknows.co.uk/

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.

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 nowThere’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 linksPodknows Website:https://podknows.co.ukB2B Podcast Growth Diagnostic:https://podknows.co.uk/diagnosticPodcast audits:https://podknows.co.uk/auditsGuest mentioned:Susan Walsh — The Classification Guruhttps://www.theclassificationguru.com/Timestamped summary00:00 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

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 attentionIf 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/joblessPodcast Growth Diagnostic: https://podknows.co.uk/diagnosticTimestamped summary00:00 Why most B2B podcasts don’t have a job01:20 The question nobody asks before launching02:26 Why “brand awareness” isn’t a job03:22 What an operational podcast actually does05:00 How podcasts end up jobless09:20 What changes when a podcast has a job12:40 The disappearance test15:40 The Podcast Growth DiagnosticMentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

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 choreIf 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/auditJust want free insights sent directly to your inbox each week? https://podknows.co.uk/email/Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

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:ChaptersThis podcast uses chapters in apps that support them.

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:ChaptersThis podcast uses chapters in apps that support them.

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 MarketerPodknowsMentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

In this episode, a topic that could redefine your entire marketing strategy; branded podcasts - are they the future of marketing?I stumbled across the Signal Hill Insights benchmark report that highlight the potential impact and effectiveness of branded podcasts.This report has uncovered that branded podcasts aren't just a fresh fad.They're genuinely engaging audiences and, more importantly, generating real business results.Listen so you can understand why traditional ads may no longer be your best option and discover how branded podcasts can offer a more subtle and effective approach to building trust and long-lasting relationships with your audience.We're breaking down what makes a branded podcast stand out from the usual ad content that audiences often skip.You'll learn about the concept of the "halo effect," some important stats around the connection between brands and listeners and even some actionable strategies for creating a podcast that captivates and retains listeners.See the report for yourself - https://podknows.co.uk/branded-reportMentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.Podknows Launch BookGet our free book "Podcast Launch Strategy"Free Launch Book

Choosing the right microphone can make or break a podcast, especially for brands looking to establish a strong audio identity. Neal Veglio provides an extensive overview of microphone options tailored for different budgets and needs in podcasting.He starts by stressing the importance of audio quality, noting that even the best content can be undermined by poor sound. For beginners on a budget, Veglio recommends the Audio Technica ATR2100X and the Samson Q2U, both of which offer USB and XLR connectivity, making them versatile for both novice and experienced podcasters.His insights into the mid-range microphones, like the Shure MV7 and Rode Podmic, reveal how these models not only enhance audio quality but also provide user-friendly features for those venturing into more professional territories. The episode also delves into premium options, including the legendary Shure SM7B, known for its remarkable sound capture and background noise rejection. Veglio's candid critique of the Blue Yeti highlights common pitfalls that many new podcasters face, making this episode a vital resource for anyone serious about improving their podcasting game.Takeaways:Choosing the right microphone is crucial for building trust with your podcast audience.Budget microphones like the Audio Technica ATR2100X are excellent for beginners starting out.Investing in a quality microphone can significantly enhance your podcast's audio quality and appeal.Dynamic microphones are better suited for noisy environments, reducing background noise effectively.Avoid the Blue Yeti for podcasting; its features can confuse beginners and lead to poor sound.Consider your future growth when selecting a microphone to ensure long-term usability.Companies mentioned in this episode:Audio TechnicaSamsonMaonoShureRodeElectro VoiceAstonMentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.Podknows Launch BookGet our free book "Podcast Launch Strategy"Free Launch Book

As the UK's top podcast consultant, it's my job to keep ahead of trends in podcasting in the country.Along with that, the latest Edison Research data has been released, revealing a significant growth in podcast listenership in the UK.This episode addresses both aspiring and existing podcasters, highlighting the key demographics and their engagement levels.Next steps:Fancy working with me on launching your new podcast?Find out all you need to know at http://podknowspodcasting.co.uk/Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Welcome to my totally sarcasm-free, honest guide to starting a podcast for free!In this episode, we're breaking down the myth that podcasting requires a hefty budget.Join us as we explore how to start your podcast journey without spending a penny.From using your mobile phone or computer to free recording tools and hosting platforms, we've got you covered.Here's what you'll learn:Essential materials you need to get startedStep-by-step guide to planning, recording, editing, and distributing your podcastTips for finding a suitable recording space and setting up your equipmentHow to promote your podcast and grow your audience on a budgetWhether you're a newbie or looking to cut costs, this episode provides practical insights and actionable steps to launch your podcast for free.Next steps:Fancy working with me on launching your new podcast?Find out all you need to know at podknows.co.ukMentioned in this episode:Podknows Launch BookGet our free book "Podcast Launch Strategy"Free Launch BookChaptersThis podcast uses chapters in apps that support them.

Fancy some 'tea spilling' around some of the home truths around the viability of your success in podcast marketing in 2024?In this episode of "Your Business Needs A Branded Podcast," I'm debunking some of the biggest myths around your opportunity to grow with a podcast this year.Hi! I'm Neal Veglio, better known to my friends, clients and peers as "The Podmaster".If you want to check out my other show of that name, which is aimed more at independent and DIY podcasters, you'll find it here.https://www.podmastery.co/Back to you, as someone in charge of the marketing of your brand.No doubt you'll have stumbled across some of the scare-mongery nonsense that gets peddled around podcasting by the wider content marketing industry's so-called 'experts'.Particularly by that propaganda platform... sorry... informative tech blog The Verge.But half of the nonsense they publish is ill-informed, unaware pap at best.At worst, it's downright lies.Listen to learn the truth about the opportunities you face if you launch a branded podcast in 2024!If you've listened and you think you're ready to start your branded podcast, you can check out the services we offer brands like you, below.Click here (if you're a larger corporate businesses)Click here (if you're a smaller business or solopreneur!)Just want to do a 'fact find' or get some advice at this stage?Click here for a chat.Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

In this episode of "Your Business Needs A Branded Podcast," I'm dishing out some home truths about starting a branded podcast in 2024.Hi! I'm Neal Veglio, better known to my friends, clients and peers as "The Podmaster".If you want to check out my other show of that name, which is aimed more at independent and DIY podcasters, you'll find it here.https://www.podmastery.co/Back to you, as someone in charge of the marketing of your brand.Perhaps you're thinking of adding a podcast to your marketing mix this year?I urge you to listen to this episode first.I'm sharing 8 things you'll need to consider before you do.They could well end up being reasons NOT to start a branded podcast in 2024!As the founder of Podnows Podcasting, I like to share my expertise and offer valuable insights for brands and entrepreneurs who are considering launching a podcast.Listen to learn the real challenges and expectations of starting a branded podcast in 2024.If you've listened and you think you're ready to start your branded podcast, you can check out the services we offer brands like you, below.podknows.co.ukMentioned in this episode:Podknows Launch BookGet our free book "Podcast Launch Strategy"Free Launch BookChaptersThis podcast uses chapters in apps that support them.

"You can't make money from podcasting" they say. "If anything, it will cost you money" they cry. You can make money from your podcast, if you know what you're doing, and you're willing to play the game wisely, and with long term goals in mind. Podcasting is certainly not a get-rich-quick scheme.  Even the most successful podcasts were years in the making before they started to turn over some serious coin! This episode takes you through the most commonly used methods of monetising a podcast, and then helps you avoid picking the bad ones.  This episodes surprising podcast is from 'Dehns' This episode is sponsored by podcastingkit.co.uk Want to book your free session? Click here for my Calendly.Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Are you planning on just posting your podcast episodes once they're recorded? Uh oh. You'll find that might not work. There's a lot more to it when trying to get listeners to your brand's podcast. Thankfully, this episode is all about how to do it the correct way. During this episode you'll discover: Why it's important to figure out your title. The importance of starting with the best equipment possible. Choosing the right podcasting host - (Duh! The Libsyn powered Podknows Productions Podcast Marketing Network of course!) Figuring out your show's 'why'. The channels you'll need to use to promote your show. This week's surprising podcast is "Adopting To The New Now" - a Natwest Bank podcast!    Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Marie Rowe is a highly rated travel agent and travel podcaster, and she's already been getting huge recognition, with fewer than ten episodes under her belt. Listen to her story, and let it serve as inspiration for your own dive into the medium. Find Marie's show on her page  This episode's surprising podcast is a real, genuine True Crime format show.Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Once you're ready to publish your content to the world, you'll be needing to secure a deal with a podcast hosting provider.  There are many to choose from, and I won't tell you who you must use. But I can definitely help you with avoiding the podcast hosting provider that you absolutely must not! Surprising podcast is from Lead Pages - and it's the Lead Generation podcast.Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

So if you've been listening to the previous episodes, you've probably felt ready to record your first episode. So, if that's you, let me help you get your podcast out there, finding its audience, but the correct way, not the quick and dodgy way. We talk about (usually) Indian based 'podcast promoters', and catch an actual podcast promoter in a lie. His name has been spared to protect the guilty. There's some "lovely listener feedback from an international listener!" The surprising podcast is all about aviation! Check out Woodrow Bellamy (THE THIRD)s silken tones!  Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

I've saved this one. That's because its really important, and I don't just drop my knowledge bombs right up front, you know. If you want your podcast to work for your business, you need to first figure out this one thing - your 'why'. Without it, you may as well talk to yourself. This episode's 'surprising podcast' is from Britney Gardiner.  Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.