Frequently Asked Questions
What is a B2B podcast, and why should we consider one?
A recurring (we recommend weekly) audio and video content series that is designed to engage your audience, drive leads, and scale your brand awareness.
How will a podcast improve our brand awareness?
Podcasts provide the platform to showcase expertise and authority within your industry while reaching new audiences.
How will a podcast improve our lead generation?
Podcast guests are targeted, ICP-fit individuals that you’re looking to work with. Additionally, the podcast provides content that directly relates to your sales funnel, fueling leads forward.
How does a podcast fit into our existing demand gen strategy?
Episodes fuel the funnel. The content your podcast creates can be used in nurture emails, social posts, blog posts, and sales enablement. A podcast isn’t a replacement for a demand gen strategy; it’s an enabler.
What if we don’t have a unique angle or differentiator?
During the launch process, we help craft messaging and niche angles that highlight your brand’s expertise and perspective to stand out against the competition.
We’d like the podcast to be aligned with our company branding. Are you able to do that?
Yes! During our launch process, we will ideate branding. We’ve done work with both expansions of a current brand and a completely separate podcast brand.
How often should we release episodes?
We recommend weekly. Anything less can be tricky to generate a stable audience. By posting episodes every week, you’re consistently giving your audience the content they need.
Who should host the podcast?
Ideally, it’s the CEO, Founder, or a subject matter expert within your company (for example, we have a CISO hosting one of our cybersecurity shows).
Do we need a big marketing team to run a podcast?
No. We handle editing, guest coordination, and social media posting so that your team can focus on strategy and promotion.
How much work will the host need to put into the project?
We handle most of the work on our side. In most cases, the host only has to handle prep calls and recordings.
Can you support us if we have zero podcasting experience?
Absolutely! Most of our clients started the same way. We’ll coach you through the launch process to ensure you’re steady on your feet before the first episode airs. After that, your assigned producer will provide crucial feedback on how to improve your hosting techniques.
What does a typical episode workflow look like?
Guest outreach → schedule coordination → prep call → recording → editing → asset development → publication → promotion → transfer to your team for ongoing asset repurposing.
How are the episodes recorded?
We use a browser-based recording platform, Squadcast, to record both audio and video virtually. We also encourage occasional in-person recordings.
Do you help find the guests? How does that work?
Yes! We have a streamlined process on how to invite guests in a way that maximizes efficiency, yet maintains personalization. We use several tools to scope out the ICP-aligned guests for your podcast.
What channels do you distribute the podcast to?
Most major platforms, such as YouTube, Apple Podcasts, Spotify, Amazon Music, iHeart Radio, and more.
Can podcast content be repurposed for other channels?
Yes! We recommend repurposing as much as possible: social clips, blogs, webinars, emails, etc. We’ll work with your team to establish a streamlined workflow for repurposing content.
How long does it take to launch the first episode?
Our launch process is structured to last roughly 2 months. At the end of those 2 months, the first episode goes live.
We already have a podcast. Can you help us improve it?
Yes. In this case, we plan for a shortened launch period to ensure workflows are improved and our best practices are implemented.
Why should we work with a third-party podcast production company and not an internal team?
We do the heavy lifting so you don’t have to. We have the systems and processes to get your podcast off the ground fast. Honestly, the biggest success that comes from working with a third-party production company (like us) is the time optimization.
What are common mistakes to avoid when launching a B2B podcast?
Skipping strategy (whether it’s promotion, guesting, or something else), underestimating the value of good quality content, inconsistent posting schedules, and underestimating the amount of work that goes on behind the scenes (can lead to podfading). Working with a third-party production team helps avoid these pitfalls.