Key Takeaways
- B2B podcasting is more than content—it’s connection.
- It builds brand authority, credibility, and trust in niche markets.
- Loyal podcast audiences convert faster, stay longer, and become brand evangelists.
- Smart brands are using podcasts as a powerful, low-barrier, high-trust touchpoint.
- Your brand voice—literally—can be your most powerful sales tool.
When Avocet first hit the airwaves with our StrategyCast podcast, we knew something big was happening in the B2B space. We weren’t just pushing out episodes; we were creating real conversations—the kind that sparked curiosity, inspired ideas, and built bridges between thought leaders and decision-makers.
From the very first episode, it was clear: this wasn’t just a content play. It was a connection strategy. Each guest brought their unique lens to marketing, growth, and leadership, and suddenly we weren’t just part of the dialogue—we were hosting it, immersed in it, really Because everyone is hosting a podcast, right? But what we quickly learned is that listeners weren’t tuning in for ads or pitches; they were coming back for insights, voices, and values they could trust.
And then something incredible happened. It started showing up in our pipeline. In discovery calls. In networking events. Prospects would say things like, “I feel like I already know you,” or “I’ve been listening for months.” That’s the power of podcasting: it breaks down barriers, accelerates trust, and invites your audience into a relationship long before the first email is sent.
StrategyCast didn’t just help us grow our brand—it helped us build a community of loyal advocates who believe in the same bold, brave approach to marketing that we do.
Today, the podcast has had over 500 guests, 140,000 downloads, and is listened to in 33 countries.
That, friends, is the power of podcasting in B2B.
Welcome to the Golden Age of B2B Podcasting
It wasn’t long ago that podcasts were dismissed as casual listening for true crime junkies and comedy fans. But today? B2B podcasts are exploding—and the smartest brands are using them to build long-term trust in increasingly crowded markets.
According to Edison Research, 62% of U.S. professionals ages 25–54 listen to podcasts monthly, and 43% listen weekly. That’s your target audience—your decision-makers—tuning in during workouts, commutes, and even while making dinner.
And they’re not just listening. They’re engaging.
From Authority to Affinity: Why It Works
B2B buying cycles are long. Trust is the currency. And podcasts? They’re trust-building machines.
In just one 20-minute episode, your brand can:
- Position your leaders as experts.
- Deliver consistent value.
- Create a direct, emotional connection with your audience.
Take ProfitWell’s podcast, Protect the Hustle. They built a show that feels more like a masterclass than a marketing tactic—and their content has helped them reduce churn and boost retention among SaaS clients. Why? Because they’re not selling. They’re leading.
The ROI Is Real
B2B podcasting is efficient and effective. According to Demand Sage,
- As of 2025, there are around 4.42 million podcasts worldwide.
- The number of podcast listeners is expected to reach 584.1 million in 2025.
- Podcast listeners spend about 7 hours a week on average listening to shows.
- 62% of people in the US have listened to a podcast at least once.
- Spotify is the most popular podcast platform, with 37% of listeners choosing it.
- 30% of podcasts have episodes lasting 20 to 40 minutes.
And when it comes to brand loyalty?
- 95% of B2B buyers say they’re more likely to consider a brand they trust as a thought leader. (Edelman-LinkedIn B2B Thought Leadership Study)
- Podcasts let you show—not tell—your leadership, values, and insights.
Real Examples, Real Impact
At Avocet, we’ve seen first-hand how podcasting brings in warm leads, deepens client relationships, and attracts talent. But we’re not alone:
- Drift’s “Seeking Wisdom” helped the brand scale its audience and define the now-famous “conversational marketing” category.
- GE’s “The Message”, though more narrative-driven, positioned the brand as innovative and forward-thinking in an unexpected medium.
Your podcast doesn’t need thousands of downloads. It just needs the right listeners. And when it becomes part of their routine, you become part of their decision-making process.
How to Get Started
The biggest myth? That you need a fancy studio or massive budget. You don’t.
What you need:
- A clear value proposition for your listeners.
- A consistent cadence (weekly, bi-weekly, etc.).
- Guests or hosts who speak authentically and with authority.
- A promotion plan across LinkedIn, email, your site, and partner channels.
And most importantly: a perspective. Something worth saying, and a way of saying it that’s undeniably you.
Food for Thought
- Are your buyers hearing your voice—or just reading your copy?
- What niche expertise could you share that no one else is?
- Could your sales team use podcast episodes as warm intro content?
- What would it mean to earn time in someone’s ears each week?
Ready to Press Record?
Whether you’re starting from scratch or leveling up your current show, Avocet can help you develop your podcast strategy, elevate your brand voice, and turn passive listeners into passionate brand advocates.
Let’s make your message heard. Reach out to Avocet to learn how to launch a B2B podcast that creates real business impact.
