Podcasting: The medium B2B marketers, politicians desperately trying to appeal to young voters, and serial killer historians all look at and say, "Count me in."
We mostly write for the first of those demographics, so we surveyed over 200 B2B decision-makers to understand how they want to engage with brands on podcast platforms.
The Receipts
Olivia Heller / Marketing Against the Grain
B2B podcasting isn't appointment listening — it's ambient research
Two-thirds of B2B buyers use podcasts as part of purchase research — but the vast majority are passive listeners, not subscribers.
We asked over 200 B2B decision-makers, "When researching products or services for your business, how often do you listen to podcasts as part of your evaluation process?"
We also asked, "How do you typically discover podcast episodes related to business products or services?"
Maybe I'm projecting, but I subscribe to podcasts to hear about cool stuff — like Love Island and aliens building the pyramids — not for B2B brand discovery.
Our data suggests I'm not alone.
B2B research has a meaningful place in podcasting, but almost nobody subscribes specifically for it.
That might reframe podcasting's purpose in your marketing strategy.
Many brands build podcasts like TV shows — recurring slots for recurring audiences to foster recurring engagement.
That might work for some companies, but most buyers don't tune in like that.
Instead, they search, get sent episodes, or stumble in mid-research. Each episode may have to stand alone and earn its way into a decision on its own merits.
Discoverability is the name of the game. Loyalty is the bonus.
Search beats serendipity
Search beats serendipity — buyers actively hunt for podcast content more than they stumble into it.
As I mentioned, we asked our respondents, "How do you typically discover podcast episodes related to business products or services?"
A plurality of buyers treat podcast platforms like search engines — not streaming services — when it comes to brand discovery.
That means podcast SEO should be a higher priority than marketing teams often make it.
If you want to get eyes (or ears) on your product, structuring your episode titles and metas like a late-night show might not be the move.
An episode called "[Zany Show Title] with [Niche Guest Name]" will probably do less for you than one that tightly aligns with a relevant query.
Podcast SEO is the front door to 41% of your potential audience — and a side entrance for another 39%.
Take it seriously.
What does this mean for...
Social
Finding an episode via search implies intent — finding one via social implies curiosity. Social teams are working with the softer signal, which changes what "engagement" actually means in a podcast context.
Email is one of the few places brands can resurface episodes after launch. Without subscribers, the back catalog only stays alive if something keeps pulling it back into view. Email can be that something.
Paid and Performance
Search-driven podcast discovery is backed by real, measurable intent — good news for performance teams justifying the channel. It also means competition for that intent looks more like SEO than display.
Content and Brand
Brand teams building podcasts are essentially building catalogs more than shows. The work is less about cultivating a weekly habit — it's producing episodes that can hold up when buyers come looking months later.
![The gentlemen’s agreement that netted 210,000 subscribers. [Steal this play.]](https://marketingagainstthegrain.com/hubfs/Arie%20Desormeaux%20blog%20featured%20image.png)