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:

1. B2B brands are presented with an unprecedented opportunity to harness podcasting for community growth and engagement.
2. Current projections indicate podcast creators in the US are set to earn $1 billion by 2025, reflecting a significant upward trajectory.
3. Podcasting serves as a powerful medium for establishing thought leadership and fostering relationships within the B2B sector.
4. Brands can leverage the intimate nature of podcasting to cultivate trust and familiarity with their audience, leading to increased sales.
5. Unlike traditional advertising, podcasts allow businesses to engage listeners through meaningful conversations that address their immediate challenges.
6. The evergreen nature of podcast content enables brands to repurpose episodes across various platforms, enhancing discoverability and reach.

Companies mentioned in this episode:

1. E Marketer
2. Podknows

Mentioned in this episode:

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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-report

Mentioned in this episode:

Chapters

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Podknows Launch Book

Get our free book "Podcast Launch Strategy"

Free Launch Book

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:

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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:

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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:

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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:

Chapters

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Once you've recorded your voice into your computer, that's when the real work starts - editing.

But what IS editing? It seems it varies according to who's doing the show.

Some think it's just about removing excessive ummms, but as you'll hear in this episode, editing is about so much more.

The surprising podcast:

https://marierowetravel.blog/marie-rowe-travel-show-podcast/

Mentioned in this episode:

Chapters

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If you're thinking of starting a podcast, you've probably decided on the guest of the week format. But not everyone is a natural born interviewer. Follow my advice in this episode to give yourself a fighting chance of avoiding producing episodes as bad as the other 99% of podcasts out there. 

The surprising podcast: 

https://www.johnhancock.com/financial-advice/podcast.html

Mentioned in this episode:

Chapters

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Music within the podcasting space creates something of a dilemma for most creators. On one hand you're not allowed to use any licensed (popular) work. On the flip side of the coin, podcasts that don't have any themes or music tend to sound a little dull and 'generic'. 

In this episode I'll be explaining to you why it's important to really pitch your place in your space, by really using your identity through your music and sound choices.

Also, there's a surprising podcast about dentistry...

Mentioned in this episode:

Chapters

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You may not realise it, but what your voice sounds like on your podcast can make a MASSIVE difference to your chances of success.

In this episode I'll be talking you through the different options available to you when it comes to voice recording.

Make sure you listen to this, to ensure you don't make a very common mistake that most new podcasters make before they figure out what they're doing.

Thanks to Richard Donelan for permission to use his YouTube review! See his channel here: https://youtube.com/RichardDonelan and check out his site: www.RichardDonelan.com

Mentioned in this episode:

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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:

1. Choosing the right microphone is crucial for building trust with your podcast audience.
2. Budget microphones like the Audio Technica ATR2100X are excellent for beginners starting out.
3. Investing in a quality microphone can significantly enhance your podcast's audio quality and appeal.
4. Dynamic microphones are better suited for noisy environments, reducing background noise effectively.
5. Avoid the Blue Yeti for podcasting; its features can confuse beginners and lead to poor sound.
6. Consider your future growth when selecting a microphone to ensure long-term usability.

Companies mentioned in this episode:

1. Audio Technica
2. Samson
3. Maono
4. Shure
5. Rode
6. Electro Voice
7. Aston

Mentioned in this episode:

Chapters

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Podknows Launch Book

Get 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:

Chapters

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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:

1. Essential materials you need to get started
2. Step-by-step guide to planning, recording, editing, and distributing your podcast
3. Tips for finding a suitable recording space and setting up your equipment
4. How to promote your podcast and grow your audience on a budget

Whether 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.uk

Mentioned in this episode:

Podknows Launch Book

Get our free book "Podcast Launch Strategy"

Free Launch Book

Chapters

This 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:

Chapters

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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.uk

Mentioned in this episode:

Podknows Launch Book

Get our free book "Podcast Launch Strategy"

Free Launch Book

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"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:

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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:

Chapters

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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.

00:00 "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

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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

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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/

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

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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:

1. Why so many B2B podcasts quietly become jobless
2. How interviews often mask a lack of strategy
3. What changes inside a business when a podcast becomes operational
4. A 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.

Visual breakdown: https://podknows.co.uk/jobless

Podcast Growth Diagnostic: https://podknows.co.uk/diagnostic

00:00 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.

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:

1. Why podcasts that feel “safe” rarely influence decisions
2. The difference between being listened to and being remembered
3. Why internal praise is often a warning sign, not a win
4. How effective podcasts equip buyers for internal conversations
5. A 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

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 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 links

Podknows Website

https://podknows.co.uk

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

Timestamped summary

00:00 Why download numbers feel important

01:10 What a podcast download actually tells you

02:30 Why downloads are such a comforting lie

03:50 How numbers push podcasts into bad behaviour

05:20 Why influence beats reach every time

06:30 The metrics most B2B podcasts ignore

07:40 Listener question: what’s the podcast’s job vs sales?

09:10 Using podcasts to shape thinking before the sales call

10:00 Why downloads are a starting point, not proof

Mentioned in this episode:

Learn More About Podknows Podcasting

We're at https://podknows.co.uk/

If your B2B podcast relies on interviews by default, there’s a good chance it isn’t really doing its job.

Interviews feel safe.

They’re familiar.

They spread responsibility.

And they let the host stay slightly hidden.

I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m unpacking why interview-led B2B podcasts are so common — and why they so often fail to create clarity, trust, or commercial impact.

I explain how guest conversations can hurt the host’s credibility instead of the listener’s needs, why so many interview shows sound pleasant but change nothing, and how hiding behind guests is usually a psychological decision, not a strategic one.

I also share what the data actually shows when we compare interview episodes with solo episodes — including why solo formats consistently outperform on engagement, completion, and real-world response.

There’s a clear breakdown of when interviews can work, what they’re genuinely good for, and why they should support a strategy rather than be the strategy.

If your podcast gets downloads but rarely gets referenced in sales conversations, inbound messages, or buying decisions, this episode will help you understand why — and what to rethink before booking another guest.

Useful links

Podknows Website

https://podknows.co.uk

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

Timestamped summary

00:00 Why most B2B podcasts default to interviews

01:46 Why interview shows feel safe but ineffective

03:23 When interviews actually work

04:47 Solo episodes vs interviews: what the data shows

05:13 Why clarity beats control

06:44 Authority, trust, and brand risk

07:31 What a B2B podcast is really for

08:20 Listener message on choosing intention over frequency

10:14 Founder FAQ: when podcasts start delivering results

12:13 Final thoughts and next steps

Video podcasting is coming to Apple Podcasts. And not in an indirect way. They're adding it to the native ecosystem for the first time. Libsyn's been allowing passthru of video for years, but this new step means creators can upload full video versions of their show in Apple Podcasts and rely on it being a decent experience.

I've been staunchly anti-video using YouTube, but this has changed my mind.

Listen to this episode of B2B Podcasting Insights to find out why.

Find out more about http://podknows.co.uk/

If you’re putting real effort into your B2B podcast and still wondering why it isn’t really moving anything, consistency probably isn’t the problem you think it is.

Publishing weekly feels responsible.

It looks good internally.

It gives teams something concrete to point at.

But it rarely builds trust on its own.

I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m breaking down why “you must be consistent” has become one of the most over-valued ideas shared by self-styled podcasting experts in B2B podcasting, and what actually does the heavy lifting when it comes to credibility, trust, and commercial impact.

We look at why two podcasts can publish on the same schedule and get completely different outcomes, why sounding “fine” is often a bigger problem than sounding wrong, and how podcasts quietly remove doubt long before a sales conversation ever happens.

There’s also a simple test you can run on your own show to see whether it’s genuinely doing strategic work, or just adding to a growing back catalogue.

Useful links

Podknows Website

https://podknows.co.uk

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

00:00 The consistency question CMOs keep asking

01:08 Why listeners respond to patterns, not schedules

03:11 Cadence vs the listener experience

04:20 The three-episode trust test

05:24 Why publishing more won’t fix vague thinking

06:44 Listener message on reporting podcast value internally

09:16 Founder FAQ: supportive vs safe podcasts

11:11 Final thoughts and next steps

If you've built a decent following on LinkedIn and you're still wondering why your podcast isn't getting the downloads you expected, more posting almost certainly isn't the answer.

Ten thousand followers sounds like a head start. In podcasting, it barely counts as a warm-up.

I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm breaking down why your social media audience and your podcast audience are almost entirely different groups of people — and why treating them as the same thing is one of the most expensive and time-consuming mistakes in B2B podcasting right now.

We get into why the barrier to becoming part of someone's social following is so low it's practically meaningless, why platform algorithms are specifically designed to bury your podcast link before anyone clicks it, and why social media call-to-actions account for less than 1% of episode traffic. Yes, less than 1% — and yes, I have data to back that up.

I also walk through where podcast audiences actually do come from, why YouTube isn't the magic cross-pollination fix some people are claiming, and a quick episode title test you can run right now to see whether your show is even findable inside the podcast apps.

Plus, Rachel from a professional services firm sends in this week's Founder FAQ with a question about a host who's starting to run out of things to say eight months in — and the answer might reframe how you think about your whole show brief.

Useful links

Podknows Website https://podknows.co.uk

Free Guide — Five Areas Most Branded Podcasts Ignore:

https://podknows.co.uk/free-guide

B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic

Podcast Audits https://podknows.co.uk/audits

Your B2B podcast might be producing great content. But if listeners are bailing before you've said anything useful, the problem isn't your topic, your audio quality, or your production value.

It's what happens in the first 10 seconds.

I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm making the case that intro music and generic cold opens are quietly driving away the very people you're trying to reach — your ideal prospects — before they've heard a single word of value from you.

We look at why sonic branding made sense in radio (and why that logic completely falls apart in podcasting), what a B2B buyer is actually thinking in those first few seconds before they decide to stay or skip, and what the ingredients of a cold open that signals authority actually look like.

There's also a Founder FAQ answering whether episode length is hurting completion rates (spoiler: it isn't — but something else is), and a practical quick tip for using specific podcast episodes to shorten the trust-building phase of your discovery calls.

If your show still opens with 30 seconds of music and a "welcome back," this episode will tell you exactly what that's costing you — and how to fix it.

Useful links

Podknows Website

https://podknows.co.uk

Free Intro Guide

https://podknows.co.uk/intro-guide

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

00:00 The sound of listeners leaving

00:53 The 15-second test you should run right now

01:54 What your intro music is actually signalling to new listeners

03:17 The B2B buyer's mental state when they press play

04:11 Why sonic branding is a radio hangover

05:40 Active vs passive: why podcasting is not radio

06:28 What the wrong version sounds like (live demo)

07:10 What the right version sounds like (live demo)

08:25 The three ingredients of a proper cold open

10:38 The psychology of the first press of play

11:34 Founder FAQ: Is my 40-minute episode too long?

14:38 Quick tip: pre-sell prospects before your discovery call

15:33 Final thoughts and where to go next

If you've put a solid business case together for a branded podcast to help with your B2B podcast marketing, and still got shot down before the biscuits were finished — it probably wasn't the idea that failed. It was the argument you used to make it.

Download numbers and audience engagement strategies mean nothing to a CFO. "Big brands are doing it" lands even worse. What actually works is connecting your podcast directly to a commercial problem the business already admits it has — and reframing it not as content, but as a sales asset.

I'm Neal Veglio, founder of Podknows Podcasting, and in this episode of B2B Podcasting Insights, I'm walking through exactly how to shift the internal conversation around your B2B podcast — from risk anxiety to revenue logic.

We cover why stakeholder pushback on business podcasts is almost always a risk problem rather than a content problem, what not to say in a stakeholder meeting, and how to build a six-episode pilot plan that feels contained enough to get a yes. There's also a section on finding your internal champion before you even walk through the door — and why that coalition matters more than any PowerPoint deck.

We also tackle publishing cadence (weekly is not a moral obligation) and episode length (it ends when the point is made — not when you've hit 30 minutes).

If you're trying to get a branded B2B podcast off the ground, or you're struggling to demonstrate its value internally, this one's for you.

Useful links

Podknows Website

https://podknows.co.uk

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

Mentioned in this episode:

Learn More About Podknows Podcasting

We're at https://podknows.co.uk/

You opened your podcast dashboard this week, saw a number, felt vaguely okay or pretty terrible — and then closed the tab. That's not a podcast strategy. That's reading your horoscopes.

In this episode of B2B Podcasting Insights, Neal Veglio gives you the playbook for putting your listener analytics to actual strategic use — starting with what each number in your dashboard is really telling you, and more importantly, what decision it should be prompting you to make.

We cover the four metrics that matter for founders running B2B podcasts: why downloads measure reach rather than popularity and what to do with that insight, how completion rate is the single most important number your show can produce, what drop-off points are really telling you about your content and your audience, and why repeat listeners are your most valuable buying-window signal.

There's also a Monday morning protocol — a simple, repeatable process for turning your analytics into content decisions and audience-fit tests before your next episode even goes live.

Plus: a listener Q&A response to a founder who recorded six episodes and hasn't published a single one, and a quick tip on why your show notes are probably written for the wrong person entirely.

Useful links

Podknows Website

https://podknows.co.uk

Founder Podcast Playbook (Free Download)

https://podknows.co.uk/founder-podcast-playbook

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

Timestamped Summary

00:00 — The dashboard problem every B2B founder has

01:05 — What this episode is (and isn't) about downloads

02:30 — Metric 1: Downloads — reach vs popularity, and what to compare

04:15 — Your Monday morning downloads protocol

05:00 — Metric 2: Completion rate — the one number to rule them all

06:45 — What a sub-40% completion rate is really telling you

07:30 — Metric 3: Drop-off points — your script doctor

09:15 — Metric 4: Repeat listeners and the buying window

10:45 — Monday morning protocol recap

11:30 — Founder Q&A: Rachel's six unpublished episodes

14:15 — Quick tip: Your show notes are a search landing page

15:45 — CTA: The Founder Podcast Playbook and Diagnostic

Mentioned in this episode:

Learn More About Podknows Podcasting

We're at https://podknows.co.uk/

If your B2B podcast sounds "fine" but nothing ever really seems to come off the back of it, the problem probably isn't the content. It's the label. You need to stop making a B2B Podcast and start proactively designing your sales podcast.

"B2B podcast" has slowly come to mean a very specific thing. And the moment a show accepts that label, it's off the hook commercially. It doesn't have to do a job. It just has to exist.

I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm making the case for a completely different framing: the sales podcast.

Not a salesy podcast.

Not a weekly advert with a theme tune.

A show deliberately designed to accelerate a buying decision your ideal customer is already edging toward.

Podknows Website

https://podknows.co.uk

Sales Podcast Self-Audit (one-page PDF)

https://podknows.co.uk/sales-podcast-test

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

00:00 A B2B podcast parody

01:32 Why "B2B podcast" has become the wrong label

02:38 A LinkedIn company page with a microphone

03:24 What a sales podcast actually is (and isn't)

04:09 Why marketers flinch at the word "sales"

05:51 The B2B dodge and its commercial cost

08:14 The three-question sales podcast test

11:23 What changes when your podcast earns its keep

13:38 Pre-sold prospects and a shorter pipeline

15:00 Why most B2B podcasts were built to fail

16:08 Founder FAQ — Gareth on first-episode nerves

17:54 Quick tip — your cover art isn't a logo

19:13 The Sales Podcast Self-Audit and next steps

If you've got a B2B podcast and a sales team — there's a fairly good chance they've never properly met.

That sounds absurd. And yet it's almost universal.

Hi, I'm Neal Veglio, founder of Podknows Podcasting. We're a podcast agency helping B2B businesses and founders enjoy better results from their podcast.

In this episode of B2B Podcasting Insights, I'm explaining why the most valuable thing most B2B podcasting strategies are missing isn't more content — it's a single conversation between two teams that should have happened months ago.

Whether you're a founder, a CMO, or a sales leader wondering why your expert positioning isn't converting — this episode will change how you think about what your podcast is actually for.

Useful links

Podknows Website https://podknows.co.uk

B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic

Podcast Audits https://podknows.co.uk/audits

Send a voice note or question https://podknows.co.uk/feedback

Timestamped chapters

00:00 The fantasy inbound call

01:51 The podcast sales crime scene

03:54 Why marketing and sales missed each other

05:19 The meeting that never happens

06:37 What good looks like on a sales call

08:39 Your 10-minute podcast deployment playbook

10:40 Founder FAQ: Fred Copestake on sales vs. marketing

15:31 Quick tip: when to ask for a follow

Mentioned in this episode:

Learn More About Podknows Podcasting

We're at https://podknows.co.uk/

You published your 40th episode this week and your download graph looks less like a rocket and more like a polite cough.

The CFO is squinting at the line item.

You're Googling "how long should a B2B podcast take to work?" from the toilet at 11pm on a Sunday.

Before you cancel the whole thing, there's a chance you're measuring against the wrong clock entirely.

I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm breaking down why most founders are timing their podcast from the wrong day — and the reframe that gives most of them six months of their life back.

We look at why every branded B2B podcast sounds completely different at episode 15 than it did at episode 1, why your audience doesn't build a relationship with your dress rehearsals, and why two founders on identical publishing schedules can end up in wildly different commercial positions.

There's also the 10-minute Monday exercise that tells you whether your show is developing or drifting, a founder FAQ from Sara on what to actually name a B2B podcast, and a quick tip on rewriting your first two lines like a cold open instead of a voicemail.

Podknows Website

https://podknows.co.uk

B2B Podcast Growth Diagnostic

https://podknows.co.uk/diagnostic

Podcast Audits

https://podknows.co.uk/audits

00:00 10 months, 40 episodes, and Derek the pop filter

00:42 Welcome to B2B Podcasting Insights

01:08 The Sunday night founder panic

02:15 Why your "start date" is the wrong clock

03:30 Episode 15: where your show actually begins

05:15 The reframe — six months in, not ten

06:30 Not a permission slip: this is a diagnostic

07:15 Founder #1 — developing, compounding, working

08:30 Founder #2 — still dress-rehearsing at month ten

09:45 Monday's 10-minute exercise: two jobs

11:00 The sales team test every founder should run

12:00 Why the wrong clock kills B2B podcasts

12:45 Founder FAQ: Sara on naming a B2B podcast

15:00 Quick tip: the first two lines as a cold open

16:45 Closing thoughts and diagnostic CTA

Mentioned in this episode:

Learn More About Podknows Podcasting

We're at https://podknows.co.uk/

There's a very specific kind of irony happening across B2B podcasting right now. Someone posts on LinkedIn about the urgent need to differentiate from competitors — gets hundreds of nodding comments, a few congratulatory pats on the shoulder — and then releases a podcast episode that sounds verrrrrry familiar.

Hi, I'm Neal Veglio, founder of Podknows Podcasting and host of B2B Podcasting Insights. And in this episode, I'm breaking down why copying the Diary of a CEO container is actively working against your buyers' trust — and what the one thing is that actually differentiates a B2B podcast. Spoiler: it's not your lighting rig.

Also in this episode:

• Founder FAQ: Dominic from Norwich wants to know why his podcast guests never share the episode after recording — and what he can do about it
• Quick Tip: The simple title strategy that will make every episode you publish sharper, more specific, and more honest than anything you planned in advance

If your show is built around looking successful rather than being useful, this one's going to sting slightly. In a productive way.

👉 Book your diagnostic session: podknows.co.uk/diagnostic

Mentioned in this episode:

Podknows Launch Book

Get our free book "Podcast Launch Strategy"

Free Launch Book

Learn More About Podknows Podcasting

We're at https://podknows.co.uk/

Yes, I attended The Podcast Show. Yes I had both good and bad things to say. (One of those things is pasted below from my LinkedIn)

But through it all, there was one super surprising benefit I discovered from going to The Podcast Show 2026. I really did NOT see this coming.

http://podknows.co.uk/contact

(FROM LINKEDIN)

The Podcast Show 2026 was ultimately epic. Let me go deeper, fam. Let's slide through the obvious stuff like the wonderful sense of community and camaraderie that exists among the many strangers and even those who are technically 'competitors'. This is one of my favourite things about the show. 10/10 — no notes. I'm going to say that I'm blown away by how seriously the event organisers take this show, and they only ever want to make it better each year. I also thoroughly enjoyed some of the perspectives from the stages. It wasn't a total pitchfest. And if anybody tried to schill their warez, the moderators did a fab job of keeping them back on point. (I felt for Katie Prescott from The Times who had the misfortune of moderating a panel with podcasting's perniciousness incarnate, Jeanine Wright. I mean, the tech ops had to actually resort to drowning her out with music to stop her in her delusional verbal tracks.) I won't say any more on that talk other than to acknowlege the loud and passionate criticisms from the baying audience which reassured my weeping heart. But there were a couple of negatives and it would be off-brand for me not to mention 'em. With iteration, someone, somewhere, is always going to be left slightly disappointed while others benefit. We see this in podcast production all the time – we make a tweak to improve content such as adding sound design or introducing structure, and there will always be someone who hates the new sound because it's no longer what they became comfortable with. So I accept that some of the things that I didn't enjoy as much are a subjective thing. Gone was the business stage – clearly didn't get the bums on seats last year – and so a big reason I enjoyed the event last year was disappeared. We move past that. It's one of those things. I also felt sad at how some of the people hosting talks clearly didn't know their audience. An example of this was a chat about the benefits of immersive sound design that was schilling Dolby as a tool. Now I'm not the biggest technical nerd in this space, but I'm pretty sure none of the podcast apps offer passthru of that standard, so that was a fairly pointless 25 minutes for anyone NOT considering running an audiobook on Audible. My biggest WTF moment was the one pictured. Head honcho from YouTube grabs three creatives who have seen success putting their podcasts on the platform. I'll say this, if a head of content can't project manage success in video podcasting at... well... The Guardian... then I'd have expected them to quit being in charge of content immediately, because it would suggest an incompetency problem. There we no receipts of before YouTube and after YouTube. Just a whole lot of 'trust me bro, we know what we're talking about' which too many lazy last-minute panellists tend to lean on. To be clear, this is a criticism of the individual speakers, NOT the event itself. In old money, definitely still a A+ event. Well done to all the team.

Mentioned in this episode:

Learn More About Podknows Podcasting

We're at https://podknows.co.uk/

If you've published a B2B podcast episode you were genuinely proud of, then watched it land to four downloads and two likes you suspect might be bots, this one's for you.

I'm Neal Veglio, and in this episode of B2B Podcasting Insights I break down why your best episode probably got almost zero shares, what that does and doesn't mean, and why publishing is not the finishing line in your content story.

I open with a confession: I watched my own argument, made weeks earlier on this very show, get repackaged by someone else and rack up hundreds of reshares and thousands of comments while my original barely moved. I wasn't angry. I was weirdly pleased, because it proved the idea worked, just not inside my own distribution system.

We look at the difference between content that gets shared (comfortable, affirming, validating) and content that gets saved, WhatsApped and referred (uncomfortable, specific, commercially valuable), why a referral from the right person beats 47 likes every time, and how to tell a distribution gap apart from a content failure so you don't go and fix the wrong thing.

There's also this week's Founder FAQ on seasons vs. publishing continuously, and a deceptively simple quick tip on episode length and completion rate.

Useful links Podknows Website https://podknows.co.uk

B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic

Podcast Audits https://podknows.co.uk/audits

Timestamped summary

00:00 The idea that wandered off and got famous somewhere else

03:52 Welcome — what this episode is really about

04:24 You nailed the episode, then the stats didn't move

06:44 What actually gets shared in B2B (and why it's useless for pipeline)

08:20 Shares vs. referrals: which one is actually worth money 11:11 My Diary of a CEO episode, and watching the idea get repurposed

12:55 Distribution gap vs. content failure (magic beans and the uneaten cake)

16:36 The only question worth asking: does the right person know it exists?

17:12 Founder FAQ: seasons vs. publishing continuously

22:20 Quick tip: stop padding episodes — completion rate is the signal

23:54 The Podknows Growth Diagnostic and audits

24:55 It's probably working offline