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The problem
45.8% of B2B organizations don't believe podcasts work.
They're not wrong about what they're seeing. They're wrong about why.
We surveyed the market for our 2026 podcast marketing research, and the pattern is consistent. Organizations spend on the wrong half, publish inconsistently, point episodes at strangers, and then walk into a budget meeting armed with download counts.
put more budget into production than promotion. Nearly one in five spends 80%+ on production alone.
publish weekly. Monthly and unscheduled releases account for more than half of branded podcasts.
target existing customers — usually the most commercially valuable listeners in B2B.
track revenue attribution. Only 16.8% track formal ROI — while 70.8% track engagement.
That last line is the whole problem. Downloads are vanity. Contacts and contracts are sanity. You cannot defend a channel with completion rates.
The skepticism problem is a measurement problem wearing a costume.
The reframe
The podcast isn't the product. It's the access engine.
Here's what changes when you stop treating the show as a content asset and start treating it as a spoke in a commercial flywheel.
An invitation to be interviewed is the highest-converting cold outreach in B2B. It isn't a pitch. It's a compliment with a calendar link. The CMO who ignores your sequence answers the podcast invite — and now you have 45 minutes of their attention, a recording, a relationship, and a reason to follow up that isn't a follow-up.
That's not content marketing. That's account-based marketing that happens to produce a podcast.
So we stopped charging for the podcast. We produce it, edit it, publish it, and cut the social assets at no additional cost — because production is not what you should be buying. You should be buying the accounts it opens, the earned media it earns, the AI citations it generates, and the pipeline report that proves it.
45 minutes of attention, in the room
How it works
Four moves, running every month.
Target
We build and maintain your account list against your ICP and existing customer base. Guest selection becomes an account decision, not an editorial one. Every invitation is aimed at a name that matters to your revenue.
Open
The invitation is the entry. We handle outreach, booking, and prep. Your team shows up and has a great conversation. We do everything on either side of it.
Multiply
Each episode becomes earned media pitches, a Forbes Council byline, a transcript engineered for AI citation, clips deployed across AI search surfaces, and a social kit your team can actually use. One conversation, many surfaces.
Prove
Every month you get a report with names on it. Accounts touched. Guests moved to opportunity. Pipeline influenced. The kind of document that survives a CFO reading it.
The funnel
Every touch, engineered down the funnel.
The show is the entry point. Behind it runs a sequence that moves a named account from a cold connection to a seat in front of your team.
Outreach via LinkedIn and email
Discussions and opportunity vetting
Get the most important people in front of your team
