Explosive Growth and Investment in B2B Podcasting
B2B podcasting continues to play a pivotal role in modern marketing strategies, as evidenced by the rapid expansion of podcast audiences globally.
- Global podcast listeners reached 584.1 million in 2025, with a 6.8% year-over-year growth rate.
- Global podcast advertising spend is projected to hit $4.46 billion in 2025, with B2B-specific ads accounting for $4 billion of this.
- Leading organizations invest over $300,000 per month in advertising within the top 500 podcasts.
- In 2025, 91% of marketers plan to maintain or expand their podcast and audio content investments.
- 90% of companies investing in their brand’s podcast are satisfied with their results.
B2B podcasting isn’t just for early adopters anymore—it’s become a go-to distribution strategy for brands that want to stay competitive.
As podcast listeners and ad spend continue to climb, more companies are investing in this space, not just because it’s trending, but because it works. If you’re thinking about scalable content marketing and storytelling that resonates, podcasting is a powerful channel for B2B brands to reach and engage their audiences.
The momentum is already here, and it’s only growing.
Why Your Target Audience is Tuning In
Marketing leaders are already engaging meaningfully with business podcasts—now, it’s about meeting them with content that reflects your expertise.
- 83% of senior executives reported listening to a podcast in the past week, and are twice as likely to consume at least 5 hours per week.
- Business leaders spend an average of 54+ minutes/day on audio content influencing strategic decisions.
- 74% of podcast listeners engage specifically to learn new things.
- 76% of businesses launch podcasts explicitly for thought leadership purposes, and 65% of the shows treat the guest as the thought leader.
- In a survey, 0 out of 9,112 podcasters used paid promotions, relying on organic audience growth.
There’s a big opportunity to reach your ideal audience, especially senior executives, by emphasizing the topics your business knows best. A podcast is a powerful way to showcase thought leadership, build relationships with decision makers, and stay aligned with your business goals. This sells your product and knowledge in a genuine, organic way, making your expertise clear without feeling promotional.
Podcasting’s Impact on Lead Generation and Conversions
Integrating podcasting into your marketing strategies unlocks measurable impact, turning conversations into pipeline and relationships into revenue.
- The average guest-to-client conversion rate on B2B podcasts is 10%.
- One company converted 48% of strategically selected podcast guests from target accounts into pipeline opportunities.
- A cybersecurity firm attributed $2.3M of new pipeline in 9 months to relationships with podcast guests.
- One SaaS company attributed 47% of enterprise deals to podcast listeners.
- Podcasts lead to 25x more conversions than blogs.
These statistics reveal how podcast content can directly generate leads, especially for SaaS companies targeting high-value accounts. When integrated into your funnel, B2B podcasting becomes a powerful tool for relationship-driven, high-ticket deal generation. It is critical in demand generation, helping teams surface qualified leads through authentic conversations and educational formats. Tracking key metrics like guest-to-client conversions enables marketers to fine-tune the podcast’s success over time.
How Podcasting Powers Content Marketing and SEO
B2B podcasts work powerfully with content strategy, especially for companies focused on SEO and long-term visibility.
- Including podcasts in content strategy increased one site’s revenue from organic search by 36.08%.
- A single podcast episode boosted a site’s organic search visibility by 53% within one month.
- Each month, there are 71K Google searches for best podcast and 2.1K searches for seo podcasts.
- Companies generate up to 47 pieces of additional content from one podcast interview, amplifying SEO efforts.
- Podcast listeners have a 12% higher brand recall than other content marketing forms, enhancing brand searches.
Podcast content doesn’t stop at the episode—it fuels revenue, boosts visibility, and strengthens brand recall. With people actively searching for podcasts, your episodes can improve SERP performance and extend your reach across multiple channels. They’re not one-and-done assets either. A smart content strategy turns each episode into blog posts, LinkedIn clips, YouTube videos, and more. This kind of repurposing supports your broader marketing strategies and gives your content marketing efforts more impact with less lift.
Engaging Your Ideal Audience: Building Authority, Trust, and Brand Awareness
Podcast engagement is rooted in trust, built slowly but deeply with each episode.
- After hearing podcast episodes, 61% of podcast listeners feel more favorable toward a brand.
- Companies with branded podcasts achieve 89% higher brand awareness and 57% higher brand consideration.
- 46% of brands view podcasts as more effective for establishing authority than other mediums.
- 75% of podcast listeners stay attentive through entire branded podcast episodes.
- Branded podcasts achieve up to 90% completion rates, compared to 60-70% for typical B2B podcasts.
The key to organic growth is making your brand recognizable and trusted, something that stays in the consumer’s mind long after their initial search. Podcasting is a powerful way to build brand awareness and stay top of mind. It cuts through the noise and keeps users engaged not just with general knowledge, but with your brand specifically. When listeners tune in for entire episodes, it signals deep podcast engagement and positions you as the voice they turn to for insight and authority.
Podcast Trends Shaping the Future of B2B Marketing Strategies
Staying ahead of trends helps ensure your podcast strategy remains future-proof and audience-aligned.
- 61% of the Top 150 podcasts post a video for every episode.
- Two-thirds of U.S. podcast listeners now prefer podcasts with video options.
- YouTube has more than 1 billion podcast listeners/ viewers a month, compared to just 120 million monthly users on Spotify.
- 40% of podcast creators now use AI to boost their podcasts’ performance—from recording software to planning relevant content, capturing the right audience, and uncovering actionable insights.
- Adding AI-generated transcriptions boosted web traffic to their podcast episodes by 30% within six months, as the text improved SEO performance.
If you’re recording audio, you should be recording video too. Podcast listeners are gravitating toward visual content, and including video helps expand distribution and support the Content Flywheel. AI tools make it easy to generate transcripts, which not only help with discoverability but also improve how large language models understand and surface your content. Platforms like YouTube, now a top podcast destination, are key for generative engine optimization. Tapping into these trends strengthens your marketing strategies, makes room for real-time listener feedback, and drives deeper engagement across channels.
Our Podcast Strategy
At Omniscient, our podcast, The Long Game, forms a pivotal component of our overall marketing program.
Beyond the mere download numbers and metrics, our podcast provides a sandbox to explore ideas. We produce what we call “Kitchen Side” episodes, where the three co-founders of the agency – Alex, David, and Allie – debate, brainstorm, riff, and generally explore ideas they are seeing in the field.
It’s also a magnet for conversations with marketing leaders, many of whom become clients, partners, or friends. We get to showcase the thought processes, mental models, and the underlying why behind the success of major B2B brands.
Finally, the podcast is used as a “seed asset.” In other words, we use our podcast as the first layer of content production, from which we then repurpose clips to share on social, blog posts, newsletters, YouTube and more.
As a bonus, we created a magazine (yes, a physical, print magazine) from our podcast interviews and sent it to clients, prospects, partners, employees, and more. It’s a staple at our IRL events and has generated tons of conversations both in person and online.
The ROI of our podcast, direct and especially indirect, is incredible.
B2B podcasting is more than a content channel—it’s a strategic engine for growth. By aligning episodes with the interests of your target audience, you position your brand for impactful thought leadership, support high-level business goals, and build brand awareness in a lasting way. The format offers a unique opportunity to build relationships, generate leads, and drive long-term marketing success through meaningful, audience-first conversations.
