Podcasting has exploded in popularity across B2C industries, but in B2B marketing, its potential remains underutilized and misunderstood. Too often, companies launch a podcast, produce a handful of episodes, and then abandon it when the download numbers don’t skyrocket overnight.
So, how can B2B companies, especially in niche industries like life sciences, make podcasting a powerful tool for thought leadership, relationship-building, and even lead generation?
To answer that, I’m joined by Jason Bradwell, founder of B2B Better and a specialist in helping companies turn podcasts into a real business asset. With over a decade of experience in B2B marketing, Jason has worked across multiple industries, refining strategies that make content not just engaging, but commercially valuable.
In this episode, you'll learn:
00:00 Introduction to podcasting in B2B marketing
02:43 How to turn podcasts into a lead pipeline
06:05 Tips for branding a B2B podcast
07:33 Case study: CorrDyn's Data in Biotech podcast
09:55 How to measure podcast success in B2B
13:23 What to consider when podcasting in the scientific community
16:43 How pharma companies use podcasting for patient advocacy
19:48 Common challenges in launching a B2B podcast
22:13 How to find the right structure and format for your podcast
24:42 Promoting and growing your B2B podcast
32:11 Emerging trends in podcasting
34:07 Resources for aspiring podcasters
Book recommended by Jason: Out on the Wire by Jessica Abel
To connect with Jason Bradwell:
To connect with Joachim Eeckhout, host of the podcast:
