30 Best AI Marketing Tools for B2B Leaders in 2025

As a B2B leader, you understand how important marketing is for keeping your business sustainable, and AI marketing tools have truly proven to be the future of reaching the widest audience and remaining competitive.

Analysing data and keeping up with trends is integral to not only knowing who your audience is, but understanding the best way to reach them, and AI is a valuable method of collecting this information without putting extra strain on your marketing team.

Once you have this information about what will be effective, creating marketing assets and engaging content is another process that can be streamlined using AI tools, allowing your marketing team to focus on the work that really requires their expertise.

Here are some essential AI marketing tools that can give you the edge on the competition:

1. Jasper AI

Copywriting is an important part of B2B marketing, and Jasper is a tool that works very well (in conjunction with later human revision) to create content about whatever specific topic that you want according to the style and tone that you are looking for.

If you want to create drafts for anything from website and social media content to descriptions of your services, Jasper’s natural language processing is advanced enough to generate athorough starting point for human copywriters to work off of, saving you time when it comes to crafting marketing content.

2. Gumloop

If you are looking for a tool that combines artificial intelligence with workflow automation, without having to do any coding yourself, Gumloop is the marketing asset for you. With Gumloop, you have premium large language models (LLMs) available to you so that you can connect them with your business’s internal systems and processes with no extra cost and no need for your own LLM that is already tailored to your business.

With a polished interface design, Gumloop is a workflow automation tool that you will actually want to use, and now with the recent MCP launch, you will certainly not be the only one taking advantage of it to help with your business’s marketing.

Some of the many useful functions of Gumloop for B2B agencies include:

1. High quality web and app scraping which picks up valuable information for market research and analysis and automatically inputs it into the programs your business uses, like Slack or Google Sheets, so that they can be integrated into your workflows.

2. AI agents that design automated sequences that function without stopping, even when it adds in newly gathered data which it can integrate right away.

3. Algolia

If you want to add a search component to your website, you need look no further than Algolia.

This program allows you to create your own search field, meaning that visitors can more easily find exactly what they are looking for on your website.

4. Surfer SEO

Search Engine Optimization is a main focus of many B2B agencies' marketing strategies, and Surfer SEO is the perfect tool to make sure that the content your business is producing is reaching the highest possible potential when it comes to ranking.

Content optimization is crucial for growing your business, and Surfer SEO focuses on this by taking your writing and analyzing it, giving it a score according to aspects like length, format and amount of keywords, which are all key criteria that dictate how your content ranks. You tell it who your audience is and your domain and niche and Surfer SEO gives you information on what can be changed to optimize it. You are even able to edit content on the platform, meaning your score and the suggestions will change as you work.

5. Reply.io AI Sales Email Assistant

The mundane task of formulating standard email responses can take up a lot of time for your team, so using this tool to automate that process can help you to be more productive. Reply.io AI also can help you conduct cold email drip campaigns to generate new leads.

6. Notion AI

If you are already using Notion you know that this platform is all about boosting productivity and managing projects, and with the addition of AI, now you can have specific questions about your workspace answered, all within the platform itself.

Notion AI acts as an assistant, taking care of what would usually be manual tasks like data entry and helping with your writing and idea generation. This means that for only a small added fee to add the feature, you will have more time to spend on work that requires your skill and expertise because AI can take care of smaller tasks.

7. AdCreative.ai

AdCreative.ai is all about advertising, providing you with AI creativity scoring on potential ad campaigns, strategies for ad creation for specific target audiences, and idea generation about how to integrate CTA’s and your brand identity, among other things to do with creating and customizing your next advertisement.

8. Lexica Art

Images are the first things that a viewer will truly take in when they are scrolling through your content, so when it comes to text-heavy marketing assets like blog posts, having a captivating thumb nail is key to grabbing the attention of potential leads.

Lexica Art creates AI images tailored to your specific prompts, meaning that it is great for marketing since you can generate images that fit your brand image while still conveying the subject of your post. Best of all, it can reference your previous prompts so that all of the images you are generating feel cohesive.

9. Seamless.AI

Seamless.AI is tailor-made for B2B marketing, allowing you to reach even more potential customers primarily by collecting contact data that is typically hard to find and writing messages to reach out to people who are best suited to partner with your business.

10. LALAL.AI

Creating high quality content is essential to establishing your business as a trustworthy and valuable source, so for content with audio like podcasts or videos, making sure that there is no unwanted background noise can give you that edge of professionalism that others may not have.

LALAL.AI allows you to upload audio files and then entirely removes any background noise that you don’t want without distorting the sound quality. This gives you the freedom to work from anywhere without compromising on quality.

If you’re looking to strengthen your B2B marketing strategy, launching a podcast is one of the most effective ways to reach decision-makers and build lasting trust.

With the right B2B podcasting partner, each episode becomes more than a podcast, it turns into a monthly stream of marketing assets for social media, newsletters, and blogs. It also opens the door to cross-promotions with your ideal customers and industry peers, giving you even greater reach and opportunities to grow your network. All of this happens without extra stress, since the production process is handled for you from start to finish.

11. Synthesia

If you want to create valuable short form content, but don’t want to take up time going through the editing process, this tool can help with productivity. With Synthesia all you have to do is write a script and choose an AI avatar, and the program will create the content for you.

12. Crayo

With the increased relevance of social media marketing in B2B marketing strategies, optimizing short form video content is a must-do. Created by two YouTubers with a lot of experience in generating popularity for faceless videos, Crayo is designed to take you through the production process starting with the idea all the way through to the actual creation of the material, optimizing your content to go viral.

If your target audience is interested in the voiceover and graphics format then Crayo can help you boost productivity in creating this content for Instagram, TikTok and YouTube Shorts.

13. PhotoRoom

If you are creating marketing material, the chances are there is some aspect of graphic design involved. PhotoRoom allows you to separate a human subject in a photo from the background by using AI to detect the contrast, massively simplifying the process.

14. Brandwell

Brandwell is a platform designed to help generate written content based off of your prompts, and it does so to great effect, specifically when it comes to sounding like a real person has written the piece.

The high quality of the writing is what makes this platform unique, as the content will typically pass an AI detector with only around 30% of the content being detected as AI. Using it for marketing content drafts and having human writers edit the pieces is a great way to increase productivity.

15. Originality AI

If you have generated a piece of writing using AI and want to know which parts need the most human editing to improve your content, running it through Originality AI is a good option. This platform detects AI content and plagiarism, so once you have edited AI generated content, you can see which parts still need to be refined, allowing you to optimize your content.

16. Albert.ai

Advertising campaigns are a big part of reaching your audience, and lead generation is necessary for keeping your business sustainable. Reaching new demographics can help you find more businesses to partner with, and Albert.ai adjusts your ad campaigns to expand the reach of your content past your designated target audience.

By personalizing ad content on a variety of platforms like social media and other websites, you will have more people interested in your business because the program has shifted your marketing to reflect what different audiences find valuable.

17. Writer

If your B2B marketing team is in need of some help when it comes to writing, and you are looking to increase efficiency while enhancing marketing content output, Writer is the tool for you.

This is a collaborative platform that essentially acts as a way to maintain consistency in your content according to your brand style and terminology, by making tailored suggestions as you write. It also does everything you would expect from a writing tool, checking your spelling, grammar and the clarity of your work.

18. Chat GPT

Widely known as the chatbot that started it all, Chat GPT can help you with all of your B2B marketing needs. Making sure you give it the right prompt is critical, but if you do, it can help you fine-tune your marketing strategy, come up with fresh ad campaign ideas, analyze data, and so much more.

19. Undetectable AI

Undetectable AI acts as an AI detector, but then it goes even further by rewriting any content that has been AI generated to make it sound like it hasn’t been written by artificial intelligence, but by a real person.This platform is great for making your content generation efforts more efficient, but it is important to remember that even though the use of AI may not be detectable, the writing still needs to be edited by a person, because it is subject to mistakes in things like grammar.

20. Fullstory

Understanding and analyzing the behaviour of potential clients and adjusting your content accordingly can be what puts your business above the rest. Fullstory is able to track every action that a visitor to your website takes, including even the smallest thing like cursor movement, using AI.

This behaviour can then be compared with the behaviour of other visitors, allowing you to learn what improvements you can make to important tabs like your landing page to drive more leads.

21. ContentShake AI

This platform is the ultimate tool for SEO, using a combination of LLMs and search engine optimization data to make sure that your content is ranking. ContentShake AI guides you through which topics are trending in your field, which keywords you should be including and the best way to format your blog posts, as well as advising you on clarity and giving you rewrite suggestions to optimize your content, and generating blog posts from your guiding prompts.Another key highlight for B2B marketers is that you can tailor your content to your brand by adjusting the writing style and tone to fit that of other writing samples that you’ve uploaded, keeping your content consistent.

22. Zapier

Zapier is all about using AI for workflow automation all without you having to do any coding yourself. By using this platform you can eliminate tedious, repetitive tasks from the day to day workload of your team; you can automate processes in the systems that you use and then link them to each other, connecting it all together, creating workflows tailored to your business.

This program is also very user friendly, and the automations add a level of efficiency that is unrivalled by human processing.

23. Browse AI

Analyzing your competitors, and learning and adapting based on what you learn about them, can be what keeps your business relevant, especially if you are a B2B agency.

Collecting data and finding trends of what is working for your competition requires website crawling, and Browse AI provides a bot that can be trained by you to collect data and format it into a spreadsheet, making it easily accessible to your team. This program evades bot protections as well, meaning that you are getting a holistic sample through this kind of web scraping.

24. Hemingway

Editing is an essential component of producing quality content for your audience. Hemingway is great for any business looking who understands the value in having real people writing marketing content, but who want the extra edge in the editing process. The program is designed to simplify writing in order to prioritize readability, and it scores your writing according to how accessible it is to the largest possible audience.

25. Chatfuel

Chatbots have become an integral part of how the average person interacts with content online, and they have become a staple of many websites looking to engage potential clients through a level of personalised interaction. Chatfuel helps you to create your own AI assistant that can answer visitor questions and guide them to relevant content on your website, making it easier for them to navigate your content and learn about your brand.

26. Influencity

Utilizing influencers to promote your business can be a good strategy to reach younger demographics, and Influencity allows you to reach out to influencers who could partner with your brand, helping you to have an increased social media presence.

27. Grammarly

There are very few people out there who haven’t heard of Grammarly, and there is a good reason for that. Any B2B marketing team would benefit from the analysis that the AI conducts on your writing, because instead of dwelling primarily on style, it shifts the focus to grammar and word arrangement. It offers suggestions not only on documents, but on email and social media apps as well, allowing you to improve content across varying platforms.

28. Headlime

The first thing a potential client will see when they search for your business is your landing page, so optimizing it for the best level of engagement helps you to retain the interest of your audience who is seeking out your brand.

Headlime offers many engaging templates to help you build your landing page, and its machine learning capabilities allow it to provide catchy headings and complete sentences that you have started, as well as make formatting suggestions about what viewers will find most appealing.

29. Brand24

Knowing how your brand is being perceived is an integral part of being able to grow your business. Brand24 crawls the internet to find every time and on which platforms your business is being mentioned, then analyses what the general feelings are about your business, and what topics are associated with you.

This means that you can see if you are receiving any consistent critique that you need to address, because Brand24 will make those mentions easily available to you.

30. Userbot.ai

Userbot is a unique chatbot because it becomes more and more effective every time it engages with a new query. If Userbot encounters a question that it doesn’t understand or can’t answer, it learns by analyzing the answer that a real-person representative provides the consumer, and it takes in the new information so that it knows how to answer should the same question be asked again.

Though many questions will have to be deferred to your human operators in the beginning, as the Userbot continues to learn, it will become more intuitive and thorough than an average chatbot.

Conclusion

It’s clear that AI marketing tools are simply too effective to ignore, and with benefits like advanced analytics, growth potential, budget optimisation and more, using these tools is the best way for your B2B agency to stay relevant in a market that is becoming more and more saturated with competition.

So, have you tried any of these marketing tools at your company? If so, let me know!

Written by Eva Geimer

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

Webinar vs Podcast for B2B Marketing: Which Drives Better Leads?

Discovering and using the best strategies to generate leads for your business is a key focus for all business leaders, and with the rise of both webinars and podcasts as core marketing methods, deciding which of these to use to get the best results can be difficult.

Finding out which approach is right for not only conveying your business’s purpose and goals, but for getting the right people and businesses interested in what it is that you have to offer is crucial to remaining a sustainable B2B brand. With the ever increasing pressure to choose the right marketing strategy, you may feel lost in the debate of webinar vs podcast, so this is the place to learn which is the right fit for you depending on your needs.

Here you’ll find all of the information you need to understand these two mediums, and make the most effective decision about whether webinars or podcasts are right for you.

Both webinars and podcasts can attract attention, but the real question for business leaders is which one will bring qualified leads into your pipeline, shorten sales cycles, and build lasting trust with decision-makers.

How Webinars Draw In and Connect with Potential Customers

The first important step towards making a decision on which method is best for your B2B marketing is having an in-depth understanding about what each of these methods are. Webinars are presentations, which can be either streamed live or recorded in advance, that revolve around explaining and discussing one specific topic or idea. A key benefit of webinars is that they offer direct audience interaction, automatically boosting engagement.

Benefits of Marketing with Webinars

Webinars are a great way to showcase your expertise in your specific area, cementing to your audience your thought leadership capabilities, and building authority for yourself and your business by engaging with potential clients.

If you go into the webinar ready to interact with your audience and show them that you are a real person with the skill, knowledge and dedication that any client would want from a B2B agency, you can humanise your business in a way that so many other marketing strategies fail to do.

Between 20 to 40% of the audience of one webinar will turn into leads for your business, and this is because you are developing trust and a real connection with the people who are eager to learn from someone who is a leader in their industry. Building up authority is key, and webinars are a great way to do this.

Some other benefits of webinars include:

1. Accessibility: Since webinars are online there is the opportunity for a wide breadth of people to attend, no matter where they are, and you can build an authentic connection with every attendee without the need for physical proximity to one another.

2. Analytics: Having the opportunity to analyse the data surrounding the audience activity during the webinar means that you can adapt your engagement strategies for further webinar using the statistics from previous events. This means that you can better understand how to present your information in a way that keeps your audience hooked and wanting to ask more questions so that you can further establish your expertise.

3. Opportunity for Repurposed Content: One of the further marketing benefits of webinars is that you can take the content from that one event and use it again for things like short form content and social media.

Main Features of Webinars for Driving Leads

Webinar marketing has many advantages if your goal is to garner lead engagement and this is because of the variety of key features that webinars have to offer. In today’s climate it is common knowledge that the average attention span is rapidly decreasing, so it is critical that you keep your audience interested in what it is that you have to say in order to make your business stand out. When it comes to the webinar format, you have ample opportunity to keep people engaged the whole way through.

Interactive elements like polls, quizzes, live Q&A’s and chat options allow your audience to feel like they are not just a passive observer, but a real member of the conversation when it comes to the information you are sharing.

Further, you are able to display your own take on whatever topic you have chosen to address in the webinar, making it clear that you and your business have their own unique perspectives and offer things that others cannot.

Brand awareness and remaining memorable is another thing that webinars can help you with, because many webinar platforms give you the opportunity to implement email marketing, prompting your audience to register for other webinars, keeping your name in their minds, as a relevant source for information and potential partnership.

How Podcasts Establish Credibility and Engage with a Larger Audience

No matter who you are or what demographic you consider yourself a part of, chances are you have listened to a podcast before. The creativity and true degree of human connection that you are afforded using the podcasting medium as a marketing tool is extensive.

While this is a less interactive strategy, with podcasts you have the opportunity to give your listeners a look behind the curtain of your business depending on the tone and style you choose to implement - and you have the freedom to invite even more expert opinion in the form of guests.

Benefits of Marketing with Podcasts

Podcasts are fantastic when it comes to lead generation because there is simply such a broad and extensive audience that goes beyond the level of professionalism typically associated with the audience webinars. The convenience and dependability of podcasts is a main reason why listeners tend to keep coming back for more when it comes to this type of content, and because of this developing trust with your audience is the core benefit of podcasting.

By putting real time and effort into the information and ideas that you are sharing with your audience you can develop authority within your industry and create a connection with your audience through the humanising aspect of your voice. In fact, 88 % of U.S. podcast listeners have taken action after hearing a podcast ad, underscoring how deeply engaged and responsive podcast audiences can be

Unlike with webinars however, you are able to reinforce over time a degree of trust between yourself and your listeners, and clearly establish why your business would be the best to partner with, since your audience is consistently relying on and experiencing your expertise on a regular basis. This is why sticking to a regular episode posting schedule is so important.

Every new podcast episode is a new opportunity for lead generation, and you can continue to show your audience that you are relevant by building off of the latest information and trends within your industry, making it obvious that your business is willing to evolve with the changing times.

With the consistency of podcasts and the ability for you to more easily maintain an audience, there is also less concern about having to hook potential leads all in one short time frame. The pressure to be memorable after one interactive session, like with a webinar, is gone, because you are more than likely going to have the opportunity to engage with that same audience again once you post your next episode.

Main Features of Podcasts for Driving Leads

The primary feature of podcasts that make them such a good strategy to implement when you are focusing on driving leads is the fact that there is no restriction on where people can consume your content.

This may seem like a small advantage, but the convenience of having content that you can listen to anywhere at any time helps you to reach a much larger audience than you could with other marketing techniques.

There is simply no excuse for why people can’t be listeners. No matter how busy they may be in their everyday lives, the accessibility of the podcast format means that it can easily be put on in the background, allowing you to reach people who aren’t able to commit to other types of long-form content.

Another important feature is the ability for people to go back and listen to former episodes, allowing you to have a prolonged impact on your audience, and granting you the opportunity to potentially gain more leads in the future simply from picking up new listeners through your older content.

Reaching international audiences also becomes so much easier through podcasts because eventually you will have a foundation of previous episodes sharing your expertise, meaning even more touchpoints for new people to become listeners and engage with your B2B brand.

In addition, with the right strategy and a trusted podcast partner, podcasts create a unique networking opportunity by bringing potential clients, partners, or industry leaders onto your show as guests. Each guest episode builds relationships with people in your target audience while also exposing your brand to their networks. The impact of this is measurable: the average guest-to-client conversion rate on B2B podcasts is 10%, and one cybersecurity firm attributed $2.3 million in new pipeline over nine months to relationships built through podcast guests.

Beyond the recording itself, each podcast episode can be turned into multiple forms of content such as blogs, short video clips, social posts, and SEO-optimized articles that align with your overall marketing strategy. This multiplies the reach of a single conversation and ensures that your podcast continues to drive leads across different channels.

This is why so many leading B2B brands now use podcasts not only as a content channel but as a relationship engine with clients, partners, and investors.

Making the Choice

Now that you have a foundational knowledge about webinars and podcasts you might be thinking that both of these options sound like great marketing tools to reach your audience and turn them into leads - this means that it’s time to figure out how to decide which one works best for your B2B marketing needs.

What to Consider:

1. Which Approach to Lead Generation Fits Your Needs the Best?

If your main goal is being able to connect with your audience and to engage with your potential clients on a truly human level to build up a professional relationship, then creating a webinar is the best choice for you. If, however, your focus is on developing brand awareness and building a long term audience base who could turn into leads over time after experiencing the depth of your knowledge and process, podcasting is for you.

2. Which is the Easiest for you to Produce?

Considering the practicality of taking on either of these types of projects is important to decide which is best for you. To produce a webinar you have to create slide decks, ensure that the presentation runs smoothly and be able to manage questions and varying degrees of interaction from your audience all in real time, making it essential that you are well prepared before taking on this medium.

As a business leader, your time is best spent in conversations that build trust and showcase your vision, not in editing audio or figuring out distribution. That’s where having support from a podcast partner makes the difference.

Creating a podcast may initially seem like an easier feat, however there are many components that go into producing a professional result.

Producing a podcast for your B2B brand doesn’t have to be difficult, though. Partnering with a B2B podcast agency means having the entire process, and all of the extra work that comes along with it, handled by professionals, so you can make quality content and reach potential clients without the stress of trying to do it yourself.

One of the main benefits of a podcast agency is being able to get more marketing content through the repurposing of a single podcast episode into material for platforms like social media, newsletters, and blog posts.

3. Which Method Gives You the Best Data on Your Leads?

Being able to take in and analyse data about lead generation through either a webinar or a podcast means that you are able to adapt further content to better reflect what your audience finds valuable.

With webinars, you are immediately going to have information about the engagement level of your attendees, meaning you can see right away how best to adjust. With a podcast, you are not going to have much information right away, however you will be able to see long term trends regarding interaction as you continue to produce more episodes, meaning that you will have a more holistic data set in the future.

4. Which Format is Most Valuable to Your Audience?

Generating leads is all about appealing to your target audience, and different marketing mediums are going to have different levels of engagement depending on who specifically it is that you are trying to attract.

Webinars are going to be found the most valuable by people looking not only to be passive observers to information, but who are looking to expand upon their personal knowledge by engaging with the expert, who in this case, is you. Podcasts are most appealing to people who prefer to remain passive in their information seeking and who value the consistency that regular episode posting provides them.

5. Which Option Makes the Most Sense Financially?

A return on investment (ROI) is a critical factor to consider when implementing any kind of marketing strategy, so taking into account the costs of making either a webinar or podcast in relation to the projected impact on your lead drive is essential. While the financial aspect of both methods may vary, webinars typically cost more upfront, but podcasts are a long term commitment and take up more time as well.

A Quick Guide on Webinar vs Podcast

If you have considered all of these questions and still find yourself debating which format is best, here are some more specific key points about when to use each content type:

When to Use Webinars:

• You want direct engagement through Q&A, polls, and interaction.

• Your topic is best explained with visuals like slides or demos.

• You need fast feedback and data from attendees.

• Relationship building in real time is your top priority.

• You want short-term impact for launches or campaigns.

When to Use Podcasts:

• You want your content to reach a broad audience anytime, anywhere.

• Your content works best as interviews or discussions with guests.

• You want to build trust and authority over time.

• You want long-term ROI by repurposing episodes into blogs, clips, and SEO content.

• You want lead generation that compounds as old episodes keep attracting listeners.

Webinars are best when you need short-term impact through live interaction, visuals, and immediate feedback from potential clients. Podcasts, on the other hand, are better suited for long-term growth, allowing you to consistently build authority, nurture trust, and repurpose each episode into multiple content formats that continue generating leads long after release.

Conclusion

While both marketing strategies have grown immensely in popularity because they grant businesses the opportunity to build authority and authentic connection with others, turning audiences from consumers into potential clients, choosing between the two strategies really comes down to what matters most to your B2B marketing strategy.

If your focus is on audience engagement and creating an interactive space where you can drive leads, webinars may be the right fit. But if your priority is lasting brand authority, scalable content, and a steady stream of qualified leads, podcasting is the channel that continues to deliver long after each episode goes live.

So, which format do you think would work best for you? Let me know!

Written by Eva Geimer

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.

B2B Podcasting: Benefits, Best Practices and Statistics for 2025

B2B content marketing can be difficult, especially as marketing practices continue to evolve to stay relevant for a new demographic of potential clients. The decision makers of today are looking to make a connection with your company, and one of the best ways to build a close, direct relationship with a wide audience is through B2B podcasting.

Having a podcast marketing strategy means shifting away from the traditional, impersonal marketing practices that distance you from your audience, because you have the opportunity to share your brand, and more importantly, your voice, consistently if you maintain a regular posting schedule. Posting consistently also increases the likelihood of your podcast and business being discovered by others, as around 84% of Apple Podcasts are actually inactive, meaning the space is less crowded than you may think.

If you are looking for a way to not only genuinely reach your audience, but to increase brand awareness as a whole, here is what you must know about B2B podcasting in 2025:

Is B2B Podcasting a Good Fit for Your Brand?

There are plenty of modern marketing strategies that include newer forms of content creation, like YouTube videos, short-form content, and social media. That’s why it’s important to consider how a B2B podcast can support and build on what you're already doing.

Working with a B2B podcast agency like Jony Studios gives you more than just a podcast. It becomes the foundation for a full content engine that helps you reach your ideal clients, build trust in your niche, and open the door to meaningful conversations. Each episode can be turned into blog posts, video clips, newsletters, and social content, with them handling all of it for you.

From planning to publishing, the entire podcast creation process is taken care of. Your team gets a consistent stream of high-value content without adding more work to their plate.

Lead generation is right at the top of the list of reasons why B2B podcasting is a must for any business looking to bring in new clients. You may even find an audience in demographics that you would never expect through the medium seeing that currently, branded podcasts attract almost the same amount of interest as celebrity podcasts do.

There are three major questions that you should ask yourself when considering if creating a B2B podcast is the right choice for you and your business:

1. What is Your Business Hoping to Achieve?

While it may seem like going viral and topping the charts is the primary goal for your podcast, in reality, this should not be your top priority. Looking at statistics is important when it comes to understanding who your audience is, and how to adjust in order to reach your target demographic, but really the name of the game is how valuable your listeners - no matter how many of them there may be - are finding your content, which can translate into how likely they are to become clients, and how well you are establishing your brand identity. This is how B2B podcasts measure success.

Your goals and objectives are the two components you need to consider before creating a podcast. First ask yourself what you think the main purpose of your podcast is. This can include producing thought leadership content, further defining brand identity, forming a deeper connection with your audience, and so on. Then create a plan and schedule that will step by step help you to achieve your main goal.

2. Is Your Target Audience Listening to Podcasts?

If this is a question you are asking yourself, you are not alone. Many businesses operate under the assumption that only a very specific demographic is listening to podcasts to begin with, so they believe that this marketing strategy may not work for them.

While over 50% of people between the ages of 12 and 54 years old in the US are podcast listeners, over 20% of people over 55 said that they are listeners as well, meaning that even though it may seem like you can only target young people with this method, your audience can actually be far more diverse.

Whether your audience is young or old, when it comes to lead generation, targeting business decision makers is important, and the fact of the matter is, because of the convenience and ability to multitask that podcasts afford their listeners, decision makers make up a larger percentage of the general podcast audience. This means you are likely reaching the right people just by taking on this medium.

3. Are Your Competitors Already on Board?

In all likelihood, the answer to this question is yes. Podcasts are a consistent way to reinforce brand identity, making them a crucial marketing tool. 41% of people in the US listen to podcasts every month, and 83% of senior executives listen to a podcast weekly, meaning that people choose to come back to this type of content on a regular basis.

Producing content in a format that you know people are already interested in boosts the chances that people will come across your brand. 36% of B2B companies have decided to implement podcasting as a marketing tool, and this percentage is on the rise. More and more companies are seeing the potential in podcasting, so even if your competitors are not creating podcasts now, they likely will be soon.

Statistics To Consider:

1. 60% of listeners made a purchase based on a podcast ad in 2023, which is a 5% increase from 2022

2. The top B2B podcast episode topics are:

1. Content Marketing (37%)

2. Content Distribution (25%)

3. The BBC found that branded podcasts produced 89% higher awareness, 57% higher brand consideration and 24% higher brand favorability for their organisation.

8 Benefits of Podcasts for your B2B Company

Creating a podcast has become easier than ever before as it continues to grow in popularity as a marketing medium, making it well worth it to harness the eight benefits of this method of content creation:

1. Thought Leadership

As an expert in your field, you have the ability to make meaningful, unique content about the specific skill set of yourself and your company, allowing you to become a thought leader in your industry.

By making content that is not simply repeating the ideas of others, but is actually leading the discussion about topics your audience finds valuable, you are building authority for your business. When decision makers come across your podcast content, they will be looking for knowledgeable businesses to partner with, and showcasing your skill and ability to produce thorough, informative content is appealing to potential clients.

In a crowded market, developing authority can be what sets you apart from the competition. By making thought leadership content, specifically that where you are answering questions and speaking with other thought leaders in your field to further the conversation, you are doing this. 63% of branded podcasts use an interview format to this effect, meaning it might be time for you to consider doing the same if you’re looking for the best results.

2. Brand Recognition

Making your brand memorable is crucial to keeping your business sustainable long term. Having a level of brand awareness where your audience thinks of you first in regards to the service you are providing is what turns your target audience into potential clients, and visibility is the first step to reaching that level of recognition.For start up companies especially, it can be extremely difficult to develop the level of awareness necessary to generate consistent business.

B2B podcasting can provide more than 30 times the uplift in brand awareness compared to traditional marketing practices, and this is all because you are not only targeting people who are currently in the market, but you are also making a connection with the average listener, who then has a brand in mind should they need your service down the road.

3. Multi-use Content

As I mentioned before, B2B podcast agencies are not only useful for creating one piece of content, but for creating scalable content, meaning that you are not wasting time and resources trying to produce individual pieces of content that are up to the standard and quality necessary to boost authority and trust in your brand.

By putting the maximum amount of time and effort into one podcast episode, you are essentially providing yourself with a foundation of information that can be repurposed to suit a wide variety of different media. One of the most common types is short form content, whether this is on TikTok, Instagram or Youtube shorts. At least once a week, 65% of branded podcasts post short form content from their episodes, making further marketing opportunities out of one piece of content.

Scalable content is also critical for SEO, because adapting your podcast content into something like blog posts or any other form of written content means crawlers are consistently exposed to your brand name and high quality content, meaning your company is more likely to rank.

4. Reaching a Busy Audience

One of the most common ways that brands miss out on reaching decision makers is by producing content that is not compatible with the busy lifestyle of people who have the power to choose to employ you. Chances are, in the little down time that potential clients have, they are not wanting to read long, wordy content, and even if they did, it just isn’t convenient when they are on the go.

Podcasts, however, are the perfect solution for this. By making content that is easily accessible wherever you are, and is conducive with multitasking, the likelihood that your audience will become listeners is very high. 73% of listeners do so on their phones, and since we rarely go anywhere without them, this medium is incredibly convenient even for the busiest person.

Apps like Spotify and Apple Podcasts are also organised by topic, meaning if people are looking to listen to something you are discussing, there is a high likelihood that they will discover your podcast by chance, increasing your potential client base.

5. Finding the Best Clients

The success of B2B podcasts comes not from reaching the most people, but from reaching the right people. When you are making content that is so specific to one particular topic, your listener base is going to be specific too, and this is actually something that works well to your advantage.

The people who find your content valuable are the people that you are going to want as clients. Building connections with decision makers and executives in your industry through your content acts as a type of networking, even if it may seem one-sided, because making sure these high profile people know you can lead to partnership opportunities later.

Encouraging your listeners to leave comments on your episodes can also bolster further networking. Once you know who your audience is, you can even invite expert audience members to be guests on your podcast, building up that relationship even more.

6. Highlighting Employees

As is the case with thought leadership content, presenting expert ideas and opinions is extremely useful to establish your brand and make yourself stand out amongst other companies. Having employees from different departments of your company as featured guests on your B2B podcast is a great way to get a variety of perspectives without having to constantly look externally for people to interview.

An advantage of having members of your team as guests is that listeners get a better idea of how your business operates, and who they might be dealing with should they choose to partner with you. Internally, allowing employees to share their role in the company improves workplace culture as well, making your business even more productive.

7. Gives Brand a Human Voice

When you are looking at a company’s website, or reading an article it’s easy to forget that behind the well thought out words and marketing jargon, there are real people with real expertise looking to provide you with the best possible service that they can. Developing a human connection with your audience is crucial to building trust and authenticity, and allowing them to hear an actual voice that they can then associate with your brand is a good way to break down the barriers of impersonality.

All businesses providing the same service are going to use the same keywords, and try to sell you the same great product, so at the end of the day, decision makers choose partners based on who they believed stood apart from the rest. Having a distinct humanity and voice associated with your brand not only makes you unique, but it reassures your audience that your business is a collective of real people who care about producing the best results.

8. Easy and Affordable Marketing

One of the most obvious benefits of B2B podcasting is the fact that, with an ever increasing listenership, this is a medium that you can easily add to your marketing strategy, especially if you partner with a podcast agency, and you can reach your audience without having to put in a lot of time and effort.

Being able to produce scalable content also makes podcasting extremely cost-effective, as the resources you put towards the effort are providing you with more than just a single episode in regards to marketing assets.

How to Do B2B Podcasting Right

Now that you understand the many benefits of creating a B2B podcast for your business, here are some of the best practices for making sure your podcast is as effective as it possibly could be:

1. Build your podcast around your audience's preferences - your focus when it comes to formatting your podcast should be on what it is that your target audience wants and finds most engaging. Think about episode length and structure.

2. Pinpoint your Unique Value Proposition - honing in on what sets your podcast apart from others, or, your UVP, means identifying:

• Relevancy: How does your podcast benefit or enhance the lives of your audience?

• Quantified Value: What specialised knowledge do you have to provide your audience with that others do not?

• Differentiation: Why is your podcast worth listening to over those of your competitors?

3. Give a Call-To-Action and prompt engagement- this can include asking your listeners to follow you on social media; subscribe to a newsletter; or leave comments, feedback and reviews.

Responding to, and learning from, the results of audience engagement, means you can improve your content, reach more people and improve and how your podcast is ranking

4. Tell your brand’s story - going into the personal side of how the business was started and getting to hear from executives about the passion and drive behind providing B2B services helps listeners feel connected to you and your company

5. Consistency is key - building trust is all about meeting expectations, so setting a firm, realistic schedule for when each episode will be posted, and sticking to it, helps to establish your company as reliable and helps you build listenership

Conclusion

With all of the benefits of B2B Podcasting, it’s clear why this is such an up-and-coming content marketing medium. Now that you know all of the advantages of podcasting, and the tips for getting started, you are no doubt on your way to better reaching your audience and generating new leads!

If you’ve started your own podcast, let me know, which piece of advice did you find most helpful?

Written by Eva Geimer

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Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.