Why Your B2B Podcast is Attracting the Wrong ICP (and How to Fix It)
- Robb Conlon
- 3 days ago
- 3 min read
It’s a moment that makes B2B hosts panic. You pull the analytics and realize your audience is mostly students, job seekers, or junior managers.
They’re the type of people who are definitely interested in your industry, but definitely not your Ideal Customer Profile (ICP).
You’ve built a show targeting the C-suite, but instead, you’re attracting the entry-level.
Your audience mismatch is data, not failure. It simply means your B2B podcast strategy needs a precise recalibration.
Here’s how to interpret this data, execute a graceful pivot, and turn those non-ICPs into a bridge to the people who sign the checks.
The Problem: Your Topics Are Too Interesting
Well, of course your show is interesting!
More specifically, the reason your show attracts the wrong audience is often because your keywords and topics are too general.
When you title an episode “How to Use AI in Marketing,” you cast a wide net that captures students and entry-level employees, which are high-volume searchers.
This audience drift is valuable feedback. It tells you which subjects are broadly engaging.
Your task now is to focus that engagement by raising the altitude of the conversation, shifting the content from “how-to” to “what-if.”
Step One: Pivot the Content, Not the Topic
You don't need to change your industry niche. You need to change the angle to speak directly to the buyer's pain points (risk, revenue, and strategy).
Wrong Angle (Junior Listener): “The Best Tools for Streamlining Sales Data Entry.”
Correct Angle (Senior Buyer): “CFOs: Measuring the Hidden Costs and ROI of Sales Data Integration.”
This shift must be evident in the first 60 seconds of the episode.
Your new introduction should immediately confirm that the ensuing discussion is focused on executive-level decision-making and business risk, signaling to the junior listener that this conversation may be above their pay grade.
Step Two: Use Lower-Level Listeners as Internal Advocates
That all being said, don't completely dismiss your existing, non-ICP audience.
Junior team members often act as the internal researchers and advocates who brief their VP or director on new tools and strategies.
By continuing to deliver high-quality, actionable content, you achieve three things:
Future ICP Nurturing: Today's junior manager is tomorrow's decision-maker. You could be building a decade-long relationship with a future client.
Internal Validation: Your content reinforces the decision-maker's team member with expertise, making your brand a trusted source within the target organization.
Content Testing: Their engagement data confirms which strategic topics are most compelling, even if they aren't the ultimate buyer.
B2B Podcast ICP Tactics for a Graceful Positioning Shift
To shift your show’s positioning without outright alienating your existing base, implement these tactical changes:
Refine Your Guest Strategy: Book guests who are explicitly C-Suite or executive-level decision-makers, as their titles speak directly to your target buyer and signal the appropriate conversation level.
Update Show Positioning: Rewrite your podcast's description, show notes, and main LinkedIn messaging to use high-level, revenue-focused language (e.g., shifting from “marketing tips” to “enterprise revenue strategy”).
Adjust CTAs: Your calls to action shouldn't ask listeners to follow you on Instagram. They should push them toward high-value, high-intent actions like “Download the CFO's Guide to [Topic]” or “Schedule an executive briefing.”
By making these intentional adjustments, you can transform an audience imbalance from a source of panic into a strategic realignment.
Focus the power of your podcast on the few listeners who truly matter. In B2B, a targeted, loyal niche always beats a broad, irrelevant crowd.
Have more questions on how to pivot your B2B podcast’s strategy to align with your ICP? We’re here to help! Book a discovery call today, and let’s get your content to the folks you’re itching to talk to.