B2B Podcasting Insights - From Listeners To Leads

If your B2B podcast was working, your sales calls would sound different.Most B2B podcasts are easy to listen to.They’re consistent. Polished. Well-intentioned.And yet… nothing changes.Prospects still ask basic questions.Sales calls still start from scratch.And the podcast quietly sits there, passing time.I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m unpacking why that happens — and what it looks like when a podcast actually earns its place in the buying process.In this episode, I cover:Why podcasts that feel “safe” rarely influence decisionsThe difference between being listened to and being rememberedWhy internal praise is often a warning sign, not a winHow effective podcasts equip buyers for internal conversationsA simple question to tell whether your sales calls should sound different by nowThere’s also a practical segment on guest interviews, including advice shared with Susan Walsh, founder of The Classification Guru, on how to use guests without losing strategic control.If someone could binge your show for months and still ask “so… what do you actually do?”, this episode will help you understand why — and what needs to change.Useful linksPodknows Website:https://podknows.co.ukB2B Podcast Growth Diagnostic:https://podknows.co.uk/diagnosticPodcast audits:https://podknows.co.uk/auditsGuest mentioned:Susan Walsh — The Classification Guruhttps://www.theclassificationguru.com/Timestamped summary00:00 If your podcast was working, your sales calls would sound different 01:10 Why most B2B podcasts don’t influence anything 03:00 The real risk your buyer is trying to manage 05:20 Why neutrality kills decision-making 07:40 Internal praise as a red flag 10:10 Building a podcast that shows up in buying conversations 12:30 Using guests without losing focus 15:10 The sales call test 16:40 How to find out if your podcast is actually doing its job

Most B2B podcasts don’t actually have a job.They exist because someone, somewhere, decided the company “should have a podcast”. Not because anyone decided what it was meant to do.I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m asking the grown-up question almost nobody asks before they hit record...In this episode, I break down:Why so many B2B podcasts quietly become joblessHow interviews often mask a lack of strategyWhat changes inside a business when a podcast becomes operationalA simple test to tell whether your podcast is earning its keep — or wasting attentionIf you’re responsible for a B2B podcast and can’t clearly explain what should change after someone listens, this episode will help you spot the problem — and decide what to do next.Useful links:Visual breakdown: https://podknows.co.uk/joblessPodcast Growth Diagnostic: https://podknows.co.uk/diagnosticTimestamped summary00:00 Why most B2B podcasts don’t have a job01:20 The question nobody asks before launching02:26 Why “brand awareness” isn’t a job03:22 What an operational podcast actually does05:00 How podcasts end up jobless09:20 What changes when a podcast has a job12:40 The disappearance test15:40 The Podcast Growth DiagnosticMentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Most B2B podcasts fail for one simple reason. They’re built around topics nobody is looking for, instead of the real moment a buyer realises something in their business is breaking.In this episode, I break down why your “marketing”, “leadership”, or “productivity” episodes are getting skipped, and what to do instead.We’ll get into:• How to spot actual content you should be publishing, using your sales calls• Why “topics” make your show sound like a 2014 panel discussion• The shift from brand awareness to belief-building• Simple ways to turn your podcast into a pipeline machine, not a weekly choreIf you want episodes your ideal clients recognise themselves in, this is the one to listen to.Want me to help you with all this? https://podknows.co.uk/auditJust want free insights sent directly to your inbox each week? https://podknows.co.uk/email/Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Today, we’re celebrating a major client milestone - 200 podcast episodes—with Michelle J. Raymond, LinkedIn expert and host of Social Media for B2B Growth.Welcome to another episode of B2B Podcasting Insights! I'm Neal Veglio and in this special episode, I'm stepping into the interviewer’s chair on Michelle J. Raymond’s own podcast to help her share her incredible podcasting journey.You’ll hear honest reflections on the first hundred experimental episodes, the turning points that led to lasting success, and the surprising ways podcasting has transformed Michelle J. Raymond’s business and confidence.From redefining podcast strategy after a dramatic cease-and-desist from LinkedIn to discovering the true power of intimate audience relationships — and why podcasting creates higher-quality leads than any other channel — this episode is packed with raw insights and practical lessons that every B2B podcaster and marketer will resonate with.If you’re curious about what it really takes to grow a B2B podcast over hundreds of episodes and the impact it can have, you won't want to miss this one.Timestamped summary00:00 "Sharing Diverse Podcast Experiences"04:52 "Effort, Alignment, and Success"06:19 "Podcasting for B2B Growth"12:13 "Empowered Communication and Choices"16:22 "Podcasting: Building Real Connections"20:26 "Messages That Motivate Me"22:21 "Podcast Success with Neal"Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Most branded podcasts chase 'awareness' and stall.Let's make sure yours doesn't.Hi, I'm Neal Veglio, founder of Podknows Podcasting.In this episode, I'm making my case for why your show isn’t top-of-funnel content—it’s conversion accelerant.You’ll learn the 70% Rule (who your show is really for), how to swap broad topics for buying-trigger episodes, and why you need this podcast to become your best salesperson, without the pitch.Ready to turn your feed into a closer? Book a Podknows Podcast Audit for a written report, video breakdown, and a 1:1 call—delivered within four working days after booking: podknows.co.uk/audits.Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.