In case you haven’t heard, podcasts are making quite the noise.
From the trivial, chatty, and informal to snappy news summaries and deep-dive topic explorations, the explosion of podcasts in recent years has been phenomenal.
There’s now quite literally a podcast for everyone, B2B tech decision-makers and buyers included.
And the trend shows no sign of slowing down: the European podcast market is set to grow by 35.5% from 2024-2028, with revenues expected to increase by $2.21 billion.
This gives marketers and PR pros a huge opportunity, but one that needs careful navigation if they want to make the most of it.
The Podcast Boom: More Than Just Noise
Podcasts aren’t just another platform for extending your brand’s reach – they’re a channel delivering measurable results. Research shows that 46% of weekly podcast listeners have purchased a product or service because of something they heard, showing that podcast listeners are highly receptive and purchase intent can be high.
The real strength of podcasts lies in their ability to bridge traditional marketing and PR silos. While brand, content, and demand functions often operate independently, podcasts are uniquely positioned to serve all stages of the funnel – from awareness through to demand.
At the top, they help build brand visibility and credibility through earned placements and authentic storytelling. In the middle, they drive engagement by delivering thought leadership and expert insights that resonate with target audiences. And at the bottom, they support conversion by showcasing customer stories, presenting solutions, and nurturing high-intent listeners.
A recent analysis in Ad Age neatly sums it up:
“Traditionally each channel has been ascribed a specific objective – to build brand value, to engage deeply or to drive action. Rarely has any one channel been tasked with, or credited for, doing it all. Audio does.” – Ad Age
In a world where marketers are grappling with the challenge of doing more with less, every channel needs to be working as hard as possible to justify its value. Podcasts tick a lot of boxes and are fast becoming a non-negotiable for greater brand authority, deeper engagement, and content that works hard long after the mics are switched off.
Podcast coverage can:
- Build awareness – even reaching niche, loyal audiences
- Showcase expertise and build personal brand credibility
- Drive backlinks galore with references in show notes (often better than media articles!)
- Provide endless amplification opportunities across social, blogs, email – pick your channel
- Create space for brand storytelling on your terms
- Provide measurable impact through leads, traffic, and sales boosts
Navigating the Podcast Jungle
Think of the podcast landscape like a jungle: lots of opportunity, but easy to get lost in.
For B2B tech brands, there are five types of podcasts that are worth targeting:
- Profile – in-depth chats with execs, founders, industry pioneers
- News – providing analysis and commentary on current events
- Trade – taking a deep-dive into niche areas like cybersecurity, AI, cloud computing, and often including analysts and experts
- Industry research – these dig into recent surveys, whitepapers and data-driven insights
- Case study – these take deep dives into how companies have tackled challenges or innovated in their industry, with a focus on delivering actionable outputs for leaders.
Securing a slot on these shows requires more than a press release or generic interview pitch, you need to show a clear understanding of the tone, format, and style of each show and be able to show how your spokesperson can add value.
Local market knowledge is also greatly important. Europe has an exciting podcast landscape, but as with the media it is fragmented and there are a few notable quirks and nuances to be aware of between some core markets.
- The UK is the most mature podcast market. It has a high (and rapidly growing!) number of independent publishers, business news and “commuter-friendly” content targeting an engaged business audience.
- France has deep radio roots and many of its podcasts are supported by public radio networks. French listeners enjoy long-form audio content, in-depth interviews, and more analytical case studies.
- Germany has a well-developed tech and business podcast ecosystem, but content tends to be very data-driven, tech-heavy and highly structured. There’s a mix of public service broadcasters and independents.
- The Netherlands is a small but mighty podcast market, with a high per-capita listenership. Dutch listeners are loyal to specialised, topic-specific shows, particularly in fintech and green tech, for example.
Podcast success is about more than just landing a spot – it’s about reaching the right audience, with the right story to pull those listeners in – and this requires a nuanced approach.
Making Spokespeople Shine
The final mic-drop moment: podcasts don’t want corporate mouthpieces – they want real people with real stories.
While traditional media interviews might call for polished messaging and sticking to the script, podcasts reward authenticity and personality. The best guests bring anecdotes, a conversational tone, and a willingness to go “off-piste” when it adds depth.
To engage audiences through podcasts, corporate messaging must take a back seat so that executives’ personalities can shine through.
Not every spokesperson will feel comfortable in this setting and although the skillsets overlap, they’re not the same, so it’s important to remember that a strong spokesperson or senior executive won’t automatically make a great podcast guest.
As PR professionals, it’s important to identify the right voices – those who can speak confidently and naturally in unscripted formats – and support them with tailored prep, so they are raring to go when the mic goes live.
