According to research from EMARKETER, over two thirds of Americans will listen to digital audio at least once a month in 2025. And when it comes to business podcasting, a LinkedIn/Ipsos study reports that 36% of B2B marketers worldwide plan to incorporate podcasts into their marketing strategies. 60% plan to increase their usage of podcasts.
Podcasts are increasingly important for reaching engaging B2B audiences. 83% of senior business executives saying they listened to a podcast in the past week according to research from Signal Hill Insights.
What’s great about podcasting for B2B marketing is that it can deliver a 1-1 brand to customer engagement experience. As I’ve said for years, it’s no longer enough to inform B2B buyers, it’s important to make them feel. Podcasting can be a platform for audience engagement that delivers both: useful, practical information as well as creative storytelling.
A great example of that is the Tech Unknown Podcast we produced for SAP. To create a platform that served multiple internal stakeholders as well as distinct external audiences, an industry influencer served as host of this podcast that featured internal subject matter experts paired with clients to discuss key challenges, solutions and trends – all against a creative auditory backdrop that simulated different locations and environments.
But this post isn’t meant to be about the value of podcasting for marketing purposes per se, it’s actually a list of great podcasts ABOUT marketing.
As part of the effort to launch our new Beyond B2B marketing podcast, I’ve spent quite a bit of time researching other B2B marketing podcasts, listening to them and developing preferences for what works (and doesn’t).
You can get a comprehensive list of top B2B marketing and marketing podcasts in general from many sources. There are hundreds of them on Apple Podcasts and Spotify alone. But this list isn’t based on popularity, it’s based on discovering and listening to a collection of B2B marketing and marketing podcasts that stand out for topic, style and experience.
From scrappy startup tactics to C-suite strategy, this curated list of B2B and marketing podcasts align on one common conversation: what it takes to win in modern B2B marketing. Take a listen:
Podcast: B2B Marketing from Exit Five
Hosts: Dave Gerhardt, Founder at Exit Five, other Exit Five staff
Summary: This is a go-to podcast listen for me and it’s focused on practical B2B marketing strategies and tactics, featuring Dave Gerhardt’s no-nonsense approach to marketing. The show combines solo episodes, interviews of marketing leaders, along with replays of live events and interviews Dave has done elsewhere – all providing actionable insights for B2B marketers. I connected with Dave back when he worked in PR at Constant Contact over 10 years ago and started listening to his podcast regularly in the past year.
Topics: Brand building, demand generation, content marketing, career development for marketers, marketing leadership, go-to-market strategies, copywriting, and marketing team management.
Frequency: Weekly
Podcast: Uncensored CMO
Host: Jon Evans, CMO at System1
Summary: The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice. The podcast goal is to connect listeners to the best marketers on the planet: The people that have founded and run ad agencies, the people that do the most amazing research and find out how it actually work and the things that have failed. I met Jon as a fellow Adobe Insider at Adobe Summit and was fascinated by the research his company has done on memorable, creative advertising and marketing. The podcast has had heavy hitters like Rory Sutherland and Prof G (Scott Galloway) on the same show.
Topics: Marketing leadership, brand strategy, marketing effectiveness, marketing innovation, team management, marketing technology, customer experience, and marketing career development.
Frequency: Bi-weekly
Podcast: The CEOs Guide to Marketing
Host: Seth Matlins, Managing Director of the Forbes CMO Network
Summary: This podcast provides a no-nonsense take on the business of marketing and the marketing of business. The podcast features candid conversations with renowned marketers and executives, providing a master class in raising the C-suite’s marketing IQ. Interviews with CMOs, CEOs, and marketing leaders from major brands explore strategic marketing insights relevant to executive leadership. Targeting the gap in marketing understanding at the executive level makes this podcast particularly valuable for B2B marketers who need to communicate effectively with anyone in the C-suite.
Topics: C-suite marketing education, Marketing leadership, Brand strategy, Marketing’s business impact, Executive-level, marketing perspectives, Marketing and CEO relationships, Strategic marketing decision-making, Marketing ROI and business value
Frequency: Semimonthly
Podcast: Women in B2B Marketing
Host: Jane Sera, VP Growth Marketing at Daxtra
Summary: A weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. A place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers – however that looks to them. The podcast has recently started posting video and has also manifested as a real-world event with a meetup in Atlanta. Research from LinkedIn shows Women hold 60% of all North American marketing jobs and women now hold 52% of CMO roles so there’s a substantial audience for Jane’s show.
Topics: B2B brand awareness strategies, marketing leadership, B2B buying trends and reports, women’s perspectives in marketing, trust building in B2B relationships, B2B marketing community development, data-driven marketing approaches, and marketing career development for women.
Frequency: Bi-weekly
Listen on Apple Podcasts – Watch on YouTube
Podcast: Marketing Against The Grain
Hosts: Kipp Bodnar, CMO at HubSpot and Kieran Flanagan, SVP of Marketing at HubSpot
Summary: In this podcast, Kipp and Kieran take you on a journey of current marketing trends, growth tactics and innovation with a focus on sharing novel strategies meant to give listeners (or viewers) a competitive advantage with the promise that, “These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas..”
Topics: Marketing strategy, growth marketing, content marketing, marketing leadership, marketing technology, brand building, demand generation, and marketing innovation.
Frequency: Semiweekly
Listen on Apple Podcasts and watch on YouTube
Podcast: The GaryVee Audio Experience
Host: Gary Vaynerchuk, Chairman of VaynerX and CEO of VaynerMedia, and other members of his team
Summary: This podcast is a curated collection of insights on digital marketing, social media, entrepreneurship, and business strategy that are highly relevant to B2B marketers. The source audio comes from a mix of keynote speeches, interviews, fireside chats, and segments from Gary’s video series.
Topics: Social media marketing, personal branding, demand generation, business growth, content strategy
Frequency: Daily
Podcast: The Artificial Intelligence Show
Hosts: Paul Roetzer, Founder & CEO at Marketing AI Institute and Mike Kaput, Chief Content Officer at Marketing AI Institute
Summary: This podcast was narrowly focused on marketing and AI but has leaned in to more aspects of AI on business, society and marketing – hosted by Marketing AI Institute. You’ll hear insights on how AI is transforming business and marketing and how companies can leverage AI technologies. As AI continues to transform business and marketing, this podcast provides B2B marketers with useful insights on how to leverage AI technologies and what’s new and relevant in the B2B world.
Topics: AI in marketing, machine learning applications, marketing automation, AI ethics, marketing technology, content creation with AI, predictive analytics, and the future of marketing.
Frequency: Bi-weekly
Podcast: The B2B Marketing Podcast
Host: David Rowlands, Head of Product at B2B Marketing and Propolis, other B2B Marketing staff
Summary: This is the official podcast from B2B Marketing, a UK based provider of B2B marketing resources, industry conferences and awards and a B2B marketing community called Propolis. The show includes interviews with speakers from B2B Marketing’s conferences, provides access to insights from B2B Marketing’s research and reports and features expert-led discussions on practical advice for B2B marketers.
Topics: B2B marketing strategy, account-based marketing, content marketing, marketing technology, marketing leadership, demand generation, brand building, and marketing analytics.
b2bmarketing.net/podcasts
Frequency: Bi-monthly
Podcast: B2Bsides
Host: Jason Miller, Head of Marketing at Jigsaw
Summary: This is a brand new podcast about the B-side of B2B marketing—less funnel, more instinct. Host Jason Miller has “built brands, led teams, killed ideas I loved, and fought to keep the weird stuff alive. This podcast is for creative marketers who want more than frameworks and fluff.” My agency has done work for Jason at multiple companies including when he was at Marketo and LinkedIn. He’s a rock and roll photographer who is also a highly skilled and creative B2B marketer. I was happy to see that he launched this new podcast.
Topics: Creative B2B marketing
Frequency: Biweekly
Podcast: SaaS Talk™ with the Metrics Brothers
Hosts: Ray Rike, Founder, CEO at Benchmarkit & Dave Kellogg, Executive In Residence at Balderton Capital
Summary: In the spirit of NPRs “Car Talk” with Click and Clack, the Tappet Brothers, this podcast features Dave “CAC” Kellogg and Ray “Growth” Rike each bringing their respective sales and marketing insights, strategies, tactics and the metrics to measure customer acquisition, customer retention and customer expansion success for B2B SaaS companies. The emphasis here is on practical and both Ray and Dave have a deep bench of experience to draw from as they focus each episode on a topic critical to profitable revenue growth.
Topics: SaaS Performance Metrics, Customer Acquisition Cost (CAC) efficiency, Net Revenue Retention (NRR), Go-to-Market Strategy, Finance and GTM function alignment, Measuring customer success, Strategic planning frameworks
Frequency: Weekly
BONUS B2B Marketing Podcast
Podcast: Beyond B2B Marketing
Host: Lee Odden (that’s me) CEO, TopRank Marketing
Summary: The Beyond B2B podcast is on a mission to elevate B2B marketing by shining a light on the people driving innovation, impact and inspiration in B2B marketing. Featuring discussions with today’s top B2B marketers, this podcast uncovers what makes them tick, what drives ROI and how they’re breaking free of boring B2B.
Topics: B2B marketing strategies, humanizing B2B marketing, impact of AI on marketing, content marketing, search marketing, social media marketing, influencer marketing, practical examples, case studies, marketing inspiration
Frequency: Semimonthly
Listen on Apple Podcasts – Watch on YouTube
When you search for “B2B marketing” on iTunes / Apple podcasts you get 100 results. On Spotify, it’s 270 podcasts about B2B marketing. There’s a lot to choose from and I’d love to know your favorites. Share this post on LinkedIn and add your favorites in the post or find our LinkedIn post and add your favorites to the comments.
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