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B2B Podcast Conversations: It's Okay to Get Personal

 Image Source: Tequila Jay Baer (TikTok)

What immediately comes to mind if someone asks you to describe most B2B podcast conversations in one word?

Perhaps you’d think “informative” or “provocative,” maybe even “empowering. ”

But what if they asked how you feel about a typical B2B interview? How would you describe it?



How about “unrelatable?”    

Not only is it okay to show your “out-of-office” side during B2B podcast conversations, but it’s essential if you want to set an inviting space for your audience.

The Power of Personal Stories

In a 2022 episode of the Banking on Digital Growth podcast, host James Robert Lay talked with six-time author and marketing wizard Jay Baer

The two of them bantered about brands embracing social issues, customer expectations, and the ramifications of negative reviews. 

It was the kind of compelling content you’d expect from two veterans in the B2B space.

Toward the end of their discussion, James Robert asked Jay about a passion project he had been working on. 

Jay spent the next few minutes telling the audience about his affection for tequila and how growing up in Arizona laid the foundation for his love of agave spirits. 

He even mentioned recently becoming a licensed Catador, a recognized expert tequila taster. 

So Jay made a TikTok channel called Tequila Jay Baer to spread his joy of tequila to the uneducated masses.

This dialogue wasn’t part of a recreational podcast about the world of alcohol. It’s from a forward-thinking B2B show about digital transformation in fintech. 

So why did these two men take the time to talk about a TikTok account made for tequila novices? 

They wanted other professionals to understand an essential truth — people care about your personal life.

Connecting Through Vulnerability 

Your personal life is infinitely more interesting than your business life. – Jay Baer, Founder of Convince & Convert

When I talk about “getting personal,” I don’t just mean your affinity for dad jokes or your golf game. 

I’m talking about real stories of passion, joy, struggle, sorrow — even failure. 

For instance, James Robert has a wonderful knack for tying personal examples of hardship back to an episode’s topic. Multiple times, he’s opened up about how his relentless dedication to his business nearly cost him his marriage. 

But why would he be so willing to give his listeners a snapshot of a dark period in his life?

He understands that showing vulnerability opens up a human connection with his audience. 

Otherwise, he’s just another disembodied voice on the receiving end of a microphone.

People Love Snapshots Into Their Peers’ Lives

Perhaps you don’t feel comfortable talking about difficult times on a B2B podcast. That’s okay! 

Giving real-world examples of hobbies, family, or memorable moments is a great way to relate to your listeners.

  • Love climbing? Share a story about the last mountain you conquered!

  • Play the guitar? Talk about a gig at the local club that you crushed!

  • Enjoy cooking? Describe a challenging recipe you mastered and the joy of sharing it with others!

These are golden opportunities to give your audience insight into who you are.

Think about some of your favorite on-air personalities. I’d wager that most of them have given you a glimpse into their life off-the-clock. 

Opening a window into your personal life isn’t a golden rule. If you prefer to keep your show on the professional straight-and-narrow, that’s all right, too.

However, a little personality can go a long way.

B2B Podcast Conversations That Scratch Beneath the Surface

In B2B podcasting, blending business insights with personal stories will set your show apart. 

Sharing experiences, like Jay Baer's passion for tequila, adds depth and relatability to a conversation that may otherwise fall flat to potential listeners. 

These authentic moments build trust and loyalty, making your content memorable.

If you’d like to learn more about finding the sweet spot between professional and personal in your B2B interviews, we’d love to help you. Reach out today!


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