Podcast Marketing Trends 2025: 7 Key Insights for B2B Podcasters

The Podcast Marketing Trends 2025 report by Podcast Marketing Academy and Lower Street is packed with data-driven insights about what’s working in podcast growth right now. 

But what does that mean for B2B shows? If you’re producing a business podcast, this report provides a fundamental blueprint for long-term growth.

We’ve distilled the most relevant findings for B2B podcasters, especially those running branded shows, customer-facing series, or thought leadership content. 

Here’s what you need to know to grow smarter (not just louder) in 2025.

1. Small B2B Shows Are Set Up to Scale

High-growth shows (those growing over 100% annually) aren’t the wildly popular heavy hitters. 

They’re often smaller shows with under 1,000 downloads per episode. 

These shows scale fast because they’re nimble, focused, and often unencumbered by red tape.

For B2B podcasters, this is good news because you don’t need a huge audience to grow.

You just need the right systems and a content-market fit!

2. Biweekly Publishing May Outperform Weekly

High-growth shows tend to publish episodes every 14 days, not weekly. Why? 

A slower cadence allows time for:

• Thoughtful guest outreach

• Polished production

• Strategic promotion

For B2B teams balancing podcasting with other marketing efforts, this finding validates a quality-over-quantity approach.

However, remember that B2B podcasting is about building relationships. So if you’re serious about using your B2B podcast as a sales and marketing tool, then a weekly cadence will generate even more leads for your brand.  

3. Go Beyond the RSS Feed

High-growth podcasts grow fastest when they’re active across LinkedIn, YouTube, and email, not just audio platforms.

• LinkedIn followers grew 107% year-over-year

• YouTube subscribers rose 150%

For B2B podcasts, this is especially critical because LinkedIn remains the go-to network for decision-makers, and YouTube helps with discoverability and SEO. Email helps you stay top-of-mind.

If your B2B podcast isn’t multi-platform, you’re leaving growth on the table.

4. Video Works (Even If It’s Not Fancy)

Roughly half of podcast consumption on YouTube comes from videos that don’t include camera footage. 

That means a simple waveform graphic or branded thumbnail over audio can still be effective.

If you're a B2B brand without a video studio, start by repurposing audio into basic video assets. You’ll still benefit from YouTube’s massive reach.

5. Bigger Budgets Don’t Guarantee Faster Growth

High-growth shows often operate on smaller budgets than their slower-growing peers. 

They also tend to spend less time per week on production.

What sets them apart? They’re strategic and focus on refining what works, rather than blindly doing more.

Growth requires intentional planning, not massive spending.

6. Strategy and Listener Research Are Game-Changers

Top-performing shows invest in a content strategy, and that includes interviewing their listeners. 

High-growth shows were significantly more likely to conduct listener surveys or 1:1 interviews.

B2B podcasters can leverage this playbook. Talk to your audience about:

• What episodes resonated?

• What challenges are they facing?

• What topics do they wish someone would cover?

Build your content strategy around those answers.

7. Don’t Be Afraid to Experiment

High-growth shows are more likely to:

• Test new formats (e.g., narrative, roundtables)

• Launch mini-series or themed arcs

• Mix in video-first or visual content

If your B2B podcast has been running one-on-one interviews for a long time, it might be time to try something new. 

Invite multiple guests to a panel discussion, try a limited-run series, or run a solo episode that distills top insights from your archive.

Final Podcast Marketing Trend Takeaways for B2B Podcasters

If you're producing a B2B podcast in 2025, here’s your data-backed playbook:

• Publish biweekly to improve depth and sustainability

• Expand beyond Apple and Spotify and think LinkedIn, YouTube, and email

• Repurpose audio content into simple video assets

• Invest in listener research to guide your content direction

• Iterate strategically instead of spending irresponsibly

• Mix up your format to keep engagement high

  
  

Growth in B2B podcasting is about making smart, sustainable decisions.

The Podcast Marketing Trends 2025 report proves that smaller shows with a clear strategy and cross-platform discipline can outperform even the most resource-heavy competitors.

For more insights, you can view the full report at Podcast Marketing Academy.

And if you’re thinking about starting a show (or could use an attentive hand with your current one), we’d love to help you amplify your voice.