3 Sets of B2B Podcast KPIs for Tracking Success

Which B2B Podcast KPIs really matter?

Download numbers shouldn’t be discounted, but when you're investing in a B2B podcast, you're not just aiming for play counts.

You’re building bridges with your guests and planting your flag as a thought leader in your field. 

So how do you measure that impact? 

Here are the key performance indicators that truly reflect the success of a relationship-centric B2B podcast.

1. Relationship and Network Expansion KPIs

These metrics show how effectively your podcast is opening doors and strengthening connections within your industry.

Guest Quality & Influence

Are you consistently attracting high-level executives, industry leaders, or key decision-makers from your target accounts? 

And do your guests represent companies or networks that are strategically important for your business development?

Focus on booking guests that can make a real impact on your sales funnel.

Post-Episode Guest Engagement

How often do your guests actively share their episode across their professional networks (LinkedIn, internal communications, company newsletters)?

Ideally, your podcast interviews should be leading to follow-up conversations, potential partnerships, or new client opportunities with your guests.

Also, don’t shy away from asking your guests to introduce you to other valuable contacts, potential clients, or future podcast guests.

(Here’s an example of post-interview outreach that I do for my own podcast.)

2. Strategic Influence and Lead Quality KPIs

Your podcast should be a magnet for the right kind of attention, helping you nurture leads and accelerate your sales cycle.

Audience Demographics & Psychographics

Determine if your listeners are primarily composed of professionals from your ideal client profile.

Think specific job titles, industries, or company sizes. You can often gather this data from listener surveys, LinkedIn analytics from shares, or website analytics on podcast landing pages. 

Also, are listeners spending significant time on episodes that address the specific pain points and solutions relevant to your target audience?

Content Engagement Depth

It's crucial for audio to look at average listen time and completion rate, which show that your audience is genuinely absorbing your message.

If you offer episode-specific resources, such as detailed show notes or a related whitepaper, track the gated content downloads that require an email, as these indicate high intent and lead quality. 

Also, keep an eye on website engagement from podcast listeners by tracking how they navigate to specific landing pages, resource libraries, or contact forms from your podcast.

Sales Pipeline Influence

Observe if your sales team or prospects are mentioning the podcast during sales calls or demos, which is a clear sign the podcast is building trust and awareness.

Can you track instances where prospects who engaged with your podcast move through your B2B sales funnel faster? 

Finally, quantify sales-qualified leads (SQLs) and, when appropriate, marketing-qualified leads (MQLs) attributed to the podcast. 

How many high-quality leads can be directly or indirectly linked to podcast content, perhaps through specific calls to action or lead nurturing sequences?

3. Brand Authority and Thought Leadership KPIs

A successful B2B podcast elevates your brand and positions you as a trusted expert in your field.

Brand Mentions & Industry Recognition

Look for instances where other industry publications, podcasts, or influencers reference your show or insights from your episodes. 

Also, does the podcast lead to speaking engagements or other invitations for your hosts or team members to engage in industry events or be featured on other podcasts?

Website Authority and SEO Impact

Track how much organic traffic to podcast content your show notes, transcripts, and related blog posts are generating. 

And are reputable industry websites giving you backlinks from industry sites, indicating your content's value and authority?

Qualitative Audience Feedback

Pay attention to testimonials, direct emails, or social media comments that highlight the value your podcast provides, its impact on listeners' businesses, or the quality of its insights. 

Also, is community growth evident, with engagement in a dedicated podcast community like a LinkedIn group or Slack channel where listeners connect and discuss topics?

Focus on the B2B Podcast KPIs That Matter

By honing in on these relationship-centric KPIs, you'll gain a clearer picture of your show's true impact on your network, influence, and ultimately, your bottom line. 

Understanding which metrics matter most for your specific business goals can be complex, but it's essential for proving ROI. 

If you're ready to define and prioritize the KPIs that will truly drive your B2B podcast's success, contact Westport Studios today and let us help you strategize your path to measurable growth.