B2B Podcasts Need Less B2B and Way More of This
Dots Oyebolu welcomes Ryan Sullivan, Founder and Owner of Podcast Principles, on this episode.
Ryan shares his expertise in helping B2B brands leverage podcasts to build audience-focused marketing strategies. He discusses how companies can move beyond short-term KPIs and embrace podcasts as a long-term vehicle for content demand generation. Ryan also highlights the importance of creative freedom, consistency and developing content that reflects culture over corporate trends.
Key Takeaways:
(04:11) The core value of podcasting remains the same, offering depth and connection beyond surface-level marketing.
(05:06) We now live in an era where people may follow your content without ever buying from you.
(11:15) Creating demand for your content is more important than tying every effort directly to sales.
(18:28) A small audience today is what builds the momentum for a larger audience tomorrow.
(23:29) Creative ideas aren’t born in systems or processes but moments of inspiration.
(34:29) B2B podcasts need to tap into culture, not just traditional industry formats.
(40:02) Great podcast clips require craftsmanship, not automation or shortcuts.
(42:54) Organic social media is still the most effective way to build awareness and drive engagement.
Resources Mentioned:
Podcast Principles | Website
Insightful Links:
https://jake-jorgovan.com/blog/the-definitive-guide-to-b2b-podcasting
https://www.lemonpie.fm/resource/klue
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