If you’ve been throwing money at paid campaigns only to feel like your message is still getting lost in the noise, it might be time to try something that gets your audience to actually listen... Literally. Podcasting has grown from a niche entertainment medium into a key player in B2B marketing, especially for tech and cybersecurity companies. It’s time to stop scrolling past ads and instead land directly in your audience’s ears when they’re fully engaged.
Why invest in Podcasts for B2B Advertising?
Here’s why podcasts have a unique edge over other digital channels: your audience chooses to tune in. Folks are actively listening–as opposed to just passively scrolling–and paying attention to trusted industry leaders. This makes podcast ads feel more like personal recommendations than intrusive ads. It’s almost like getting a peer review or a trusted referral from a friend. In B2B, trust is everything, especially when your buyer’s journey is complex and drawn out.
And we know what we’re talking about–with more and more people tuning in to Billy’s candid chats with other B2B marketers:
B2B podcasting on its own is already a fantastic tool for positioning your company as a thought leader. When your brand aligns with industry-leading podcasts, you’re tapping into a network of professionals who value insights, thought-provoking discussions, and problem-solving—all while associating your company with these trusted voices. And that’s why it’s perfect for building brand awareness and generating high-quality leads.
The Benefits of Advertising on B2B Podcasts
Let’s get straight to the point. Here’s why podcast advertising works so well for B2B:
- Access to high-intent audience, aka your ICP
Instead of spraying your ad across a random mix of potential leads, and even instead of highly targeted ads on platforms like LinkedIn that cost you way too much, podcasts give you direct access to niche listeners. Whether it’s cybersecurity, healthcare, or fintech, these audiences are highly specialized, and they’re already interested in the topics you’re talking about. - Engagement levels you can’t get anywhere else
Listeners don’t “half-listen” to podcasts; they’re in it for the full episode. Imagine achieving that kind of attention with a banner ad—good luck. - Built-in trust by association
When a trusted podcast host gives you a shout-out, it’s as if a peer has given your brand the seal of approval. Host-read ads are personal, genuine, and most importantly, they work. The ad feels more like a conversation and less like an interruption. - Cost-effective and scalable
While podcast sponsorship rates vary, they can often deliver a more cost-effective CPM than traditional display or social ads. Plus, podcast episodes live on long after they’re published. Your ad will continue to get exposure as people binge back episodes, unlike the fleeting nature of a PPC ad.
How Podcast Advertising Works with Envy
If you’re ready to dive into podcasting as part of your B2B demand generation strategy, here’s how we’ll work with you to make it happen:
- Research the best shows for your audience
First things first—we start with finding the right podcasts where your potential customers are listening. Not all podcasts are created equal, and we’re not just looking for any B2B tech podcast. We dive deep to ensure the podcast aligns with your target persona and speaks to their needs and challenges. - Develop your message and creative strategy
Next, we craft a message that resonates. We’ll work with you on a script for host-read ads, design your sponsorship spot, or prep you for guest appearances. The goal is to make sure your message is natural, conversational, and resonates with the podcast’s tone. No one wants to hear a hard sell in the middle of their favorite show—this is about adding value. - Ad placement and sponsorship execution
Once the messaging is set, we handle the logistics. Whether it’s securing ad spots, negotiating sponsorships, or coordinating guest appearances, we’ll take care of the placement. Our goal is to ensure you’re seamlessly integrated into the podcast without it feeling like a forced promo. - Monitoring and Optimization
This is where we get tactical. We monitor performance, track listener engagement, website visits, and, most importantly, conversions. Our approach to podcast advertising is data-driven, ensuring we’re not just guessing about what’s working. If something isn’t delivering, we tweak it in real-time. - Measure Impact and Drive Long-Term ROI
Podcast ads are a long-term investment. As episodes continue to be downloaded, your ad keeps getting impressions—sometimes months after the initial air date. We help you measure this extended engagement and attribute any lead gen or brand lift to your podcast ads.
Other ways to use podcasts in B2B marketing
Direct advertising isn’t the only way to use podcasts for B2B marketing. Shiri Katalan, for example, took a different approach. She started her own podcast and invited prospects to be guests on her show, opening the door to new conversations that wouldn’t have happened through cold outreach. Instead of a typical sales pitch, she had authentic, valuable discussions that built relationships and positioned her as a thought leader. It’s a subtle but powerful way to generate leads while increasing brand credibility. Plus, it gave her prospects a platform to share their own expertise, which is a win-win.
You can hear more from Shiri herself here:
And beyond inviting guests… you can use B2B podcasting to create additional content that aligns with the specific pain points of your audience. Whether you’re providing educational content, case studies, or expert interviews, it’s an opportunity to engage deeply with your audience. And once you’ve recorded that content, it can be repurposed across social media, email campaigns, and blog posts, giving you a solid foundation for ongoing marketing efforts.
Ready to explore how podcasting and other B2B Demand Gen services can fit into your B2B marketing strategy? Let’s talk.
