An illustration depicting a microphone surrounded by icons representing the key goals for a B2B podcast: thought leadership, innovation, lead generation, brand awareness, and community building.

What are Good Goals for a B2B Podcast?

Unlock the Power of Your B2B Podcast: Setting Goals for Success


Podcasts are incredibly popular for their ability to disseminate valuable information and engage with audiences, particularly within the business-to-business (B2B) landscape. For example, executives over-index on podcast listening. But establishing clear and achievable goals is essential for the success of your B2B podcast. What should a strong podcast goal entail? Let’s delve into some key objectives.

Exploring B2B Podcasting

Before identifying goals for your B2B podcast, it’s crucial to understand the essence and importance of B2B podcasting. A B2B podcast is long form audio or video content focused on topics relevant to specific industries, providing a platform for companies to share insights, analyze industry trends, and form deeper connections with other businesses.

A well-crafted B2B podcast can position your company as an authority in the industry and a trustworthy source of information. Moreover, it allows you to broaden your audience and strengthen relationships with existing clients. With this in mind, let’s examine some vital objectives you can establish for your B2B podcast.

Three professionals (two men and one woman) engaged in a strategic meeting at a wooden table, with documents, a laptop, and coffee mugs, discussing B2B podcast goals.

Objective 1: Fostering Thought Leadership

An essential goal of a B2B podcast is to nurture thought leadership within your industry. This entails sharing expert insights, discussing current trends, and presenting unique perspectives that enhance your audience’s professional path. Achieving this objective requires meticulous content planning and curation. It’s important to identify topics that resonate with your target audience, providing actionable insights for their businesses. Featuring industry experts as guests on your podcast can enhance credibility and offer new viewpoints.

Objective 2: Enhancing Brand Awareness

A fundamental aim of any B2B podcast is to elevate brand awareness. A well-produced podcast can significantly increase your company’s visibility, making it more recognizable to potential clients and partners.

Goal 3: Generating Leads

Want to boost your leads? A B2B podcast can be a game-changer. By sharing valuable content, you can nudge your audience towards deeper engagement with your brand. They might check out your website, sign up for your newsletter, or even explore your products or services.

To ramp up lead generation using your podcast, sprinkle in some calls-to-action (CTAs) in the mid-point rebrand of every episode. But no more than that (otherwise your podcast becomes an ad…). These could encourage listeners to hop onto a specific webpage, grab a downloadable resource, or reach out to you directly. Don’t forget to monitor these actions to see how well your strategies are performing.

Goal 4: Cultivating Community

Lastly, nurturing a community through your B2B podcast is key. Build an environment where businesses feel a strong connection to you and to each other through shared experiences and interests. For example, Amazon’s This Is Small Business is designed to engage with, and create community, around small business owners – a key audience for Amazon’s Small Business Academy.

A man and woman collaborating over a laptop in a vibrant office setting, discussing innovative ideas for B2B podcast content.

Engage and Connect with Your Audience:

Boost that connection by encouraging feedback and sparking discussions about your podcast episodes. Offering exclusive content or hosting special events for your loyal followers can be a hit—think of it as a membership or loyalty program boost. This community-building effort can amp up listener loyalty and drum up support for your brand.

Set Clear Objectives for Your B2B Podcast:

Crystal-clear objectives and B2B podcasting goals are the secret sauce for any successful B2B podcast. Whether you want to establish industry leadership, amp up brand visibility, pump up your leads, or foster a community, having precise goals will guide your content creation and help you keep tabs on its impact.

Keep Up the Good Work:

Just keep in mind that reaching your podcast goals requires time, consistency, and dedication. Setting clear goals at the beginning and consistently working towards them will lead you down the path to creating a B2B podcast that resonates with your audience and brings tangible benefits to your business.


Key Takeaways: 

  1. Establish thought leadership by sharing expert insights and unique perspectives on industry trends.
  2. Boost brand awareness by consistently reflecting your brand’s voice and values in your podcast content.
  3. Generate valuable leads by integrating compelling calls-to-action and tracking their effectiveness.
  4. Foster a thriving community by encouraging feedback, hosting exclusive events, and creating a sense of belonging.
  5. Set clear, measurable goals from the start to steer your content strategy and track your podcast’s impact.


By: Roger Nairn, CEO


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