6 Keys to Starting Your B2B Podcast Journey

What does it take to “win” your B2B podcast journey?

Most B2B professionals know they should probably have a podcast. 

It feels like a smart move for brand awareness and content marketing. 

You hit record, have a great chat with an industry leader, publish the episode, and… then what?

For brands without a clear plan, a podcast can become a time-consuming project with no clear return. 

They get six episodes in and realize they're just spinning their wheels, not building relationships or moving the needle for their business. 

This happens because a B2B podcast is a tool that must be used strategically.

You don't need to go viral. 

You need to go vertical.

Stop Chasing Vanity Metrics

What does success actually look like for a B2B podcast? 

The most common answer is also the most dangerous: downloads. 

Celebrating passive stats like download counts or impressions is a holdover from mass-market thinking.

The reality is that your B2B podcast doesn’t need to be a chart-topper. Its value isn't in its size but in its focus. 

At Westport Studios, we don't ask our clients how many people listened. We ask, “What doors opened that were previously shut? Who have you talked to that you never would have reached otherwise?”

When you treat your show like a relationship tool instead of a billboard, the metrics that matter change. 

You're no longer chasing downloads. You’re building trust, fostering connections, and unlocking opportunities that lead directly to revenue.

Start with an End Goal in Mind

One of the most common pitfalls in B2B podcasting is not having a clear, strategic goal. 

Brand awareness isn't a strategy but a potential outcome. 

The most effective and trackable goal we've seen, hands down, is an Account-Based Marketing (ABM) strategy.

By inviting high-fit guests from your target accounts, your podcast becomes a high-trust, low-barrier entry point to a meaningful business conversation. 

It justifies a value-first engagement that goes far beyond a cold call or a sales pitch. You're building it from the ground up, one conversation at a time.

These are just a few of the core lessons we’ve learned from years of producing B2B podcasts. 

In our free definitive guide, we’ve packed everything you need to know to avoid the common pitfalls, redefine your metrics, and build a show that actually moves the bottom line.

Ready to start your podcast journey with a clear strategy?

The path to a successful B2B podcast is paved with strategy, not just good intentions. 

By understanding the core principles, you can avoid the common pitfalls that lead to wasted time and budget.

Our free guide — “6 Keys to Starting Your B2B Podcast Journey” — is your roadmap. 

Inside, you'll find a no-nonsense playbook to help you launch your show with confidence, define your true measures of success, and build a system that works for your team.

Ready to gain the clarity you need to build relationships, generate revenue, and use your voice to win? 

Download your free guide now and transform your B2B podcast from a content play into a powerful relationship machine.