Whether you’re listening on Spotify or watching recorded episodes on YouTube, the podcast industry has seen incredible growth over the past few years—and this trend shows no signs of slowing down.
By the end of 2025, global podcast listeners are expected to exceed 500 million. The global podcast market is estimated to reach $48 billion, a staggering increase from $36 billion in 2024. This growth is extending to the B2B space, where more than one-third of companies plan to add podcasts to their marketing strategies, leveraging this medium to connect with audiences, establish thought leadership, and drive business results.
One of the most significant changes in the podcast landscape in recent years has been the widespread adoption of AI technologies. From content creation to editing and distribution, AI has revolutionized the way podcasts are produced and consumed.
In fact, AI’s role in increasing accessibility to podcast editing and content creation is just one way the technology has impacted the podcasting industry’s growth. And beyond hosting, many business leaders are also featuring in podcasts, cross-promoting their own shows and expanding their reach by building broader networks.
So, what makes podcasts a great choice for B2Bs?
Should your company start a podcast?
And if you start a podcast, how do you incorporate it into your marketing strategy?
Then you’re in the right place!
Read on for our top tips on starting and marketing your podcast.
The Business of Podcasting
As the podcast industry has evolved, so have the monetization models and revenue streams available to creators. And in 2025, the most successful podcasts are those that have diversified their income sources, combining traditional advertising with sponsorships, listener support, and premium content offerings.
For B2B podcasts, the key to success lies in developing a clear strategy that aligns with broader business objectives.
Here’s what we recommend.
Podcast Content Strategy, Planning, and Production
Creating a successful podcast in 2025 requires a well-defined content strategy that takes into account the needs and preferences of your target audience. This means developing a clear topic focus, establishing a consistent publishing schedule, and creating a content calendar that balances evergreen and timely content.
Once you’ve planned for topics, dive into the tools.
As we mentioned above, when it comes to production, the use of AI tools has become increasingly common, particularly for tasks like transcription, editing, and even content generation.
You can use AI to create episode abstracts, outline scripts, or identify common questions your buyers might have. But that’s not all—AI can also help you record, edit, and upload episodes, making it easier than ever to hop in front of a mic and publish your first episode.
Some specific AI tools that have had a significant impact on podcast production include:
Descript
This AI-powered tool simplifies the editing process by automatically transcribing audio and allowing users to edit the transcript, which seamlessly updates the audio file. This eliminates the need for manual editing and significantly reduces production time.
Adobe Podcast:
The podcast arm of this familiar content creation platform elevates your podcast from amateur to professional. An all-in-one tool, Adobe Podcast lets you seamlessly record, edit, and enhance your podcasts.
Podcastle:
This AI-driven platform democratizes the podcast recording and editing process, helping you blur messy backgrounds or clean up muffled audio. By handling these technical aspects, Podcastle allows creators to focus on content quality and storytelling.
While AI can streamline the production process, it’s essential to maintain a balance between leveraging technology and preserving the human touch. The most successful podcasts in 2025 are those that effectively combine AI-driven efficiency with authentic, engaging content.
Related reading: B2B Marketing Meets AI
Content Strategies to Boost Podcast Growth
When leveraging AI or any other tools for your own podcast, it’s important to know where you can translate your marketing content strategies for this platform and where to make changes.
Identify your podcast listener demographics
Take a page from your traditional strategy and start by identifying your audience. Ask yourself how many listeners you want to reach, which topics you need to cover, and how to turn them into subscribers.
Use blog posts to inform your content
Not sure where to begin your podcasting journey? Look at your most popular blogs, white papers, interviews from thought leaders, and published articles to inform podcast topics. This gives you a great starting point and helps you build a strong library to quickly release episodes from the beginning.
Invite guests to reach new listeners
Chances are other executives in your industry are also listening to podcasts—some might even be podcast hosts! Invite these other podcasters to your show to grow your audience and bring in some fresh ideas.
Offer exclusive content
Most listeners opt for podcasts because the audio format lets them multitask, but some will be interested in additional content across the podcasting ecosystem.
Set up exclusive content to offer Q&As with your podcast host, recorded videos, and ad-free experiences for paid listeners. You can also set up special episodes with experts, social media influencers from your industry, or major partners.
Explore Video Podcasting
As we mentioned above, video is having a moment for marketers right now. Whether you clip audiograms to advertise your podcast on your social channels or record an entire episode for viewers, adding video podcasts can help draw in more regular podcast listeners.
Publish your content on multiple podcast platforms
You don’t have to pour all your resources into a new podcast, especially at the beginning. Sign up for trials and try free-hosting platforms like SoundCloud and Acast while you build your audience and get your bearings.
You should also amplify your content on multiple channels to reach more people. While you build sponsors and podcast advertising revenue, your marketing team can insert podcasting content to draw more listeners.
Turn your advertising revenue into another opportunity to grow your brand
Have you ever listened to a podcast and realized after a few seconds that you were listening to an ad, not the show? When hosts read ads without making them sound too obvious or without straying too far from the original content, listeners are less likely to tune out.
Flex your ad-reading skills and play around with dynamic ad insertion to find the right placement, location, and campaigns for your show. This can help you monetize your show, optimize ad campaigns, and deliver content that’s more relevant to your audience.
Build a personal brand for your thought leaders
While securing interviews and regular columns amplify your thought leaders’ voices, starting your own podcast gives them a space to express themselves in a different light.
Think about the personal brands your thought leaders want to establish and see if there’s an opportunity to grow them on your show.
Create content specifically for your industry
In addition to covering broad topics within your market, use podcasts to amplify your specific brand or products. Let audiences know what they can expect from your business and what makes your product stand out.
Browse podcast directories on iHeartRadio, Spotify, and Apple Podcasts to see what gets too much coverage and what hasn’t had enough. Turn your show into a niche podcast for your industry that can still cover broader topics.
Invest in recording and editing software
Once you’re comfortable recording podcast episodes, upgrade your setup. If you’re filming your podcasts, create a nice background for your podcasting space, use better equipment to enhance your audio format, and invest in a professional microphone and podcast stand. This will help you and your content stand out.
Distribution and Discovery
With the number of podcasts growing exponentially, effective distribution and discovery have become more important than ever.
In 2025, major podcast platforms like Spotify, Apple Podcasts, iHeartRadio, Pandora, and YouTube Premium have advanced their recommendation algorithms to better match listeners with content based on their preferences and listening history. Many podcast hosts have started incorporating video content to enhance the podcast listening experience and help creators stand out when compared to audio-only podcasts. Spotify is helping podcast creators take their audio content one step further by adding social media elements to its podcasting ecosystem, making content more engaging and shareable outside of the platform.
This shows us that in order to stand out in this crowded landscape, podcasters need to have a clear cross-platform distribution strategy that takes into account the unique features and audiences of each platform. This might include creating platform-specific content, optimizing metadata for search and discovery, publishing podcasts on more than one platform, and leveraging social media to drive visibility and engagement.
Building a B2B Podcast Marketing Strategy
For B2B companies, podcasts offer a unique opportunity to connect with key decision-makers and industry influencers. And, of course, the most effective B2B podcast marketing strategies focus on building relationships and establishing thought leadership.
Some specific B2B podcast marketing strategies include:
- Securing guest appearances on industry-relevant podcasts to expand reach and demonstrate expertise.
- Monitoring brand mentions and engagement opportunities to capitalize on organic growth and build relationships with listeners.
- Developing a system for measuring the ROI of podcast marketing efforts, such as tracking leads generated, sales attributed to your podcasts, and improvements in brand awareness and perception.
When identifying success metrics for your B2B podcast marketing efforts, look at downloads and subscriptions, listener engagement (likes, shares, comments, and reviews), website traffic and lead generation attributable to podcasts, sales and revenue numbers influenced by podcast marketing, and improvements in brand authority and thought leadership positioning.
And don’t forget about dark social! Even if people aren’t commenting on your podcast’s page or leaving reviews, they might be linking to it in company-wide newsletters, sharing episodes with colleagues in Slack, or DMing them to peers on LinkedIn.
Future Trends and Predictions to Stay Ahead in the Podcast Industry
As we look ahead to the future of podcasting, there are a number of exciting trends and innovations on the horizon. From the rise of interactive and immersive audio experiences to the growing importance of niche and community-focused content, the podcast landscape is poised for continued evolution and growth.
Some key future trends and predictions for the podcast industry include:
Interactive and immersive audio experiences
Advances in AI and audio technology will enable the creation of more engaging, interactive content that adapts to listener preferences and behavior.
B2Bs are already used to personalizing content throughout the buyer journey. Take those same strategies and adjust them for your podcasts.
Niche and community-focused content
As the podcast market becomes increasingly saturated, there will be a growing emphasis on niche content that caters to specific interests and communities, fostering deeper connections between creators and listeners.
This is the perfect opportunity for B2Bs to jump into the industry and grow their audience—before competitors crowd the space.
Enhanced monetization models
The industry will continue to develop more sophisticated and diverse monetization strategies, such as value-added content, exclusive access, and innovative sponsorship models that prioritize listener experience.
Align your brand with monetization opportunities that make sense to your audience for optimal performance.
While these areas present exciting opportunities, they also bring new challenges and considerations, such as data privacy and security concerns and the need for more robust monetization models. This is particularly important for B2Bs who must maintain industry compliance. However, with the right strategies and approaches, the future of podcasting looks brighter than ever.
Ready, Set, Hit Record
Like many digital marketing platforms, podcasting in 2025 is a dynamic and rapidly evolving space, full of opportunities for B2Bs and individuals alike. By staying on top of the latest trends and best practices and by leveraging the power of AI and other emerging technologies, podcasters can create compelling content, build engaged audiences, and drive real business results.
So whether you’re a seasoned podcaster looking to take your show to the next level or a B2B marketer exploring new ways to connect with your target audience, there’s never been a better time to dive into the world of podcasting. With the right strategy and approach, the possibilities are truly endless.
So, are you ready to develop your company’s podcast strategy? We can help.
