If you’ve dipped your toe into B2B podcasting, you already understand and appreciate the potential of a public-facing show for attracting new clients .  But many companies are now realizing that the microphone is an even more efficient tool for another critical audience: their own employees and business partners. This private, unlisted audio channel, or internal podcast , is a key asset designed to drive consistent, engaging internal communication in a fast-moving business. 

A B2B podcast is a relationship engine . But when your CFO asks for the ROI, “relationship” isn't an answer they accept.  To secure ongoing investment, you must prove your podcast influences your sales pipeline and drives revenue . The key to answering “Did the podcast help close that deal?” is mastering B2B podcast attribution. Attribution is the process of linking a user's action (in this case, listening to an episode or clicking a link from your show notes) back to a measu

When it comes to building a successful business, where does culture truly begin?  Many argue it flows from the top, but Tim Peterson , President and CEO of Speir Digital  and a fractional CMO who has worked with global brands like Marriott and Nature's Bounty, disagrees.  On a recent episode of B2B Business Class , Tim explained his philosophy on culture, how legacy businesses can embrace change, and why picking fights in the LinkedIn comments is his most effective marketing