B2B On Air: How to Use Your Podcast as a Market Research Machine

Most B2B marketers are running on educated guesses. They build campaigns, develop products, and position offers based on assumptions. Then they put time and money into market and hope for the best.

There is a better way. And it does not require a research firm, a paid focus group, or a gift card incentive to get people talking.

In this solo episode, Joseph Lewin breaks down how a podcast becomes one of the most powerful market research tools available to any B2B team. He shares the exact moment this clicked for him, while working as a product marketing manager at CADENAS PARTsolutions, when a guest on his show opened up with zero hesitation and gave him better intel than any formal research process ever had.

The insight is simple. When someone feels like a guest and not a prospect, their defenses come down. And that is when you get the truth.

What You'll Learn

• Why traditional customer interviews produce unreliable data, and what to do instead

• How Joseph used a LinkedIn comment to book a guest with the exact buyer title he needed, then turned that conversation into product positioning gold

• The specific ask that gets 9 out of 10 guests to stay on after the recording and answer your market research questions

• How to frame a product development question so it feels like a genuine request for feedback, not a sales pitch

• Why the best market research validation is someone reaching for their wallet mid-conversation

• How guests self-select from feedback-giver to sales prospect without you ever making a hard ask

• The mindset shift required: get over yourself, ask for help, and let the market tell you what to build

About the Host

Joseph Lewin is the founder behind 45 launched B2B podcasts and the host of B2B On Air. He helps B2B organizations build market trust and authority through collaborative content strategies. The hosts he has worked with have closed over $17M in revenue directly tied to their shows. He has also generated over 100 million views on his personal social video content.

Resources

• Connect with Joseph on LinkedIn: https://www.linkedin.com/in/joseph-lewin/