Podcast
B2B Podcasting Insights - business strategy podcast for founders and brands
Hosted by Podknows Podcasting - B2B Podcasting Experts · EN
B2B Podcasting Insights is for founders, CMOs, consultants, and solo operators who want their podcast to shorten their sales cycle and increase the quality of inbound conversations.
Most branded podcasts, designed by businesses, are content wallpaper — polite, vague, interchangeable, and strategically pointless. This show is the opposite.
Because podcasting isn’t about brand awareness.
It’s about belief — specifically, the kind that makes a prospect say “Yeah, I already trust you.”
We talk positioning, message clarity, buying triggers, narrative leverage, and how to use your voice as a strategic asset.
Straight talk. No fluff. No “10 tips”.
Just how to make your branded B2B podcast actually move deals.
31episodes
Episodes
Newest firstAll episodes
Following 'Best Practice' is KILLING Your B2B Podcast!
2d ago00:18:27Summary readyEveryone hands you the same B2B podcast checklist: publish weekly, grow your audience, keep it short, hook them in the first 15 seconds, book big-name guests, repurpose everything. Follow all of it and you'll build a podcast that's technically excellent, sounds exactly like everyone else's — and sells nothing.Hi, I'm Neal Veglio, founder of Podknows Podcasting and in this episode I'm making the case that "best practice" is the satnav voice of the entire podcasting industry: the average of what worked on the average podcast, read aloud with total certainty by people who've rarely worked on a show that isn't their own.It'll make you brilliant at being average. And a brilliantly average podcast doesn't pay your mortgage.So what do we do instead? Ah, well, that's what this episode is for.Chapters 00:00 Cold open: the moral of the story - a satnav that drove a man into a lake 02:37 Best practice is the satnav voice of the whole industry 03:02 You don't want an average podcast 03:55 That confident "2.5 million downloads" voice online 04:25 The real problem: optimising for the wrong thing 04:43 Your podcast's job — move the buyers you already have 04:53 A dashboard number is not a payment-link click 05:01 How best practice homogenises your show into noise 05:32 Technically excellent, but ultimately forgettable 05:51 Content pillars are the illusion of strategy 06:10 Why "best practice as wisdom" is slightly lethal 06:57 "Publish weekly": cadence is a production metric 07:11 "Grow your audience": 12,000 wrong listeners vs 12 buyers 07:41 "Keep it short": B2B buying is high consideration 08:11 "Hook them in 15 seconds": imported from retention farming 09:09 "Book big-name guests": their audience isn't your buyer 10:03 "Repurpose everything": thinner effort, decontextualised noise 10:41 Best practice isn't wrong — it's premature 11:01 The only question that matters: what's your podcast's job? 11:49 Define the job and best practice writes itself 13:09 How the Podknows Diagnostic sets your destination 13:40 Founder FAQ: "No video means it's not a real podcast?" 16:28 Quick tip: check Apple & Spotify - here's why Take the next step B2B Podcast Growth Diagnostic → https://podknows.co.uk/diagnostic Podcast Audits → https://podknows.co.uk/audits Podknows Website → https://podknows.co.ukWatch more episodes of B2B Podcasting Insights → https://podknows.co.uk/b2bpi
Summary
Your B2B Podcast Might Already Be Dead (a branded podcast True Crime story)
1w ago00:23:26Summary readyForty-seven episodes. A tasteful logo, serif font, muted teal. Published like clockwork every Thursday at 6am. And in 18 months, not one listener ever became a customer. The host never noticed. Nobody did.Here's the uncomfortable bit: from the inside, a podcast that's doing absolutely nothing for your business and one that converts brilliantly look almost identical. Same download graphs. Same "great episode, mate" in the comments. Same warm, satisfying glow afterwards.I'm Neal Veglio, founder of Podknows, and in this episode of B2B Podcasting Insights I make an uncomfortable case: when it comes to judging whether your own podcast is working, you are the single worst-qualified person for the job. Not a discipline problem — a wiring problem. You hear everything you meant and everything you implied. Your buyer hears only the cold audio, half-listening for the doorbell.We get into why the download number is a pulse, not a business metric; why "that was a great one" is dopamine rather than data; the only question that actually matters (did one person who could genuinely buy from you move a single inch closer?); and what an honest, outside-your-own-ears assessment really looks like.Plus a Founder FAQ on whether you should start a podcast at all, and a quick tip on why dragging a second topic into your show quietly kills it — because a confused buyer never buys.Useful linksPodknows website: https://podknows.co.ukB2B Podcast Growth Diagnostic: https://podknows.co.uk/diagnosticPodcast Audits: https://podknows.co.uk/auditsTimestamped summary00:00 Cold open: the podcast that was already dead02:22 Welcome — and why this one stings02:50 Why you literally can't judge your own show04:02 You hear what you meant, not what's there06:03 Every author needs an editor07:00 "But I go on numbers" — the download delusion08:05 The LinkedIn debate + who's actually commenting09:50 That's not data, that's dopamine10:37 The only question that actually matters13:02 What real assessment needs: fresh ears14:00 The Podknows Podcasting Diagnostic15:02 Founder FAQ: should I start a podcast at all?17:26 The three conditions before you start19:10 Quick tip: don't cram a second topic in
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Your B2B Podcast Isn't Broken. Your B2B Podcast Strategy Is!
2w ago00:13:51Summary readyIf your podcast is costing you more than it's returning and someone in your business has started asking hard questions about it, this episode is for you.I'm Neal Veglio, and in this episode of B2B Podcasting Insights I tell you about Jane — a real founder, with a made-up name — who spent £20,000 on her podcast and got £6,000 back. Her financial advisor spotted the gap. She's now weeks away from shutting the show down.She shouldn't. Because the problem was never the podcast.We look at what actually goes wrong when ambitious founders build a content operation: hiring ten specialists before you've plotted the journey, letting each of them optimise a channel your ideal client has never once opened, and leaving the one channel that is right — the podcast — sitting there with no job to do. There's the uncomfortable truth about specialists (they're not scamming you; they're incentivised to believe their thing is your answer), the point at which finance starts looking at black-and-white numbers on a spreadsheet, and why the solution is almost never "kill the podcast" — it's kill the channels that are quietly burning the cash.Plus a listener question from Jordan in Dublin on the nerves that stop you hitting record, and a quick tip that will make you a better editor of your own show in three days flat.Free download Ideal Client Profile one-pager https://podknows.co.uk/ideal-clientUseful links Podknows Website https://podknows.co.ukB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticPodcast Audits https://podknows.co.uk/auditsAsk a question on the show https://podknows.co.uk/voicemailTimestamped summary00:00 Free download: the Ideal Client Profile one-pager00:11 Let's talk about Jane00:40 £20,000 spent. £6,000 back01:09 Weeks away from killing the show01:18 The problem isn't the numbers01:22 What happens when you surround yourself with specialists02:00 SEO, email, Pinterest, Reels — the channel pile-up02:20 The podcast is the right channel. It just has no job02:54 Welcome to B2B Podcasting Insights03:11 Most founders start with the wrong question03:33 They've got it ass about face03:37 The right sequence: who, where, then which channels03:49 Build the content map before you hire the crew04:19 Why specialists genuinely believe their thing is the answer05:11 The Pinterest problem05:36 Ten people making your wrong channels excellent06:04 Zero results, burnt cash and sleepless nights06:17 When finance looks at the spreadsheet06:40 It might be working — just not yet06:44 It's not the podcast that's broken07:04 The podcast as a content powerhouse07:29 The solution: kill the other channels, not the show07:50 What Jane should actually run08:49 From seven channels down to four08:55 Listener question: Jordan in Dublin on recording nerves09:39 You don't get rid of the nerves. You stop letting them stop you10:22 That nervousness isn't a flaw — it's a sign you care11:06 Rehearse the script. Commit to one take11:40 Perfection is a journey, not a destination11:57 Quick tip: don't publish on the day you record12:55 Distance creates perspective13:06 Final thoughts and next steps
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Consistency And Content Pillars Are the Illusion of Strategy in a B2B Podcast
3w ago00:19:54Summary readyIf you're publishing your B2B podcast like clockwork and still wondering why it isn't moving anything, the problem probably isn't your consistency.Publishing weekly feels responsible. It looks good internally. It gives the team something to point at. But you can be extremely consistent at doing the wrong thing.I'm Neal Veglio, Founder and Director of the UK based podcast agency Podknows Podcasting and in this episode of B2B Podcasting Insights I'm breaking down why "consistency is key" has become one of the most over-sold ideas in B2B podcasting — and why ramping up your output is usually the opposite of what a struggling show needs.We look at why a shop that can't sell its products doesn't fix things by extending its opening hours, why the podcasting industry keeps selling production fixes for what are really strategy problems, what Dan Carlin's Hardcore History reveals about publishing on your own terms, and why intent — not frequency — has always been the deciding variable.There's also a set of questions you can run on your own show to find out whether it's doing a real commercial job or just quietly building a bigger back catalogue that still doesn't sell.Useful links Podknows Website https://podknows.co.ukB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticTimestamped summary00:00 The document every client already has (content pillars = the illusion of strategy)01:50 Welcome to B2B Podcasting Insights02:04 The common problem: your show isn't converting02:40 The shop that just extends its opening hours03:14 Why action feels better than uncertainty03:38 Production fixes for strategy problems (and why they're easier to sell)04:49 "Consistency is key" — and why it's the wrong answer05:07 You can be consistent at doing the wrong thing05:56 Why I've never seen a client get results from publishing more07:10 Permission to publish less07:19 What Dan Carlin's Hardcore History teaches B2B founders09:04 Frequency vs intent: the real deciding variable09:49 Question 1: what's the podcast's commercial job?10:23 Question 2: is what you're publishing doing that job?11:11 Once the job's confirmed, frequency answers itself11:59 Founder FAQ: Natasha's guests won't share their episodes16:52 Quick tip: your episode title is not a book titleMentioned in this episode:Learn More About Podknows PodcastingWe're at https://podknows.co.uk/
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Does Your B2B Podcast Actually Need Video? (Probably Not Yet)
Jun 2600:17:44Summary readyIf someone in your business has just told you that you need to do a video podcast and you're not sure whether to believe them, this episode is for you.I'm Neal Veglio, and in this episode of B2B Podcasting Insights I break down why "you must add video" has quickly become the default advice in B2B podcasting — and why following it without a reason often gives you a more expensive podcast that still doesn't have a job.We start with the home-office video makeover nobody needs: the relocated plant, the bookmarked gimbal, the colour calibration card in the post — on a show whose 24 episodes have never once come up in a sales conversation. Then we get to the part most "experts" skip: where your buyers actually are when they consume your content. Not at a desk, notepad ready. On a treadmill. At the side of a swimming pool, taking notes while their kid does lengths. You can't replicate that with video, and the intimacy of audio is doing commercial work long before any sales call happens.This isn't an argument against video in principle. It's an argument against adding it reactively. There's a simple test — strip every visual from your episode and ask whether the listener still gets 100% of the insight — plus the cases where video genuinely completes the show, the attribution problem nobody talks about, this week's Founder FAQ on podcast bios (CV vs. sales tool), and a quick tip that will change how you write every episode description from now on.Useful links Podknows Website https://podknows.co.ukShould Your B2B Podcast Add Video? (90-second decision tree) https://podknows.co.uk/video-decisionB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticPodcast Audits https://podknows.co.uk/auditsTimestamped summary 00:00 The Saturday-night home-office video makeover 00:52 Welcome to B2B Podcasting Insights 01:07 Where are your buyers actually consuming your content? 02:41 Why you can't replicate audio's intimacy with video 04:41 Making yourself watchable risks making yourself missable 04:47 "Our audience prefers video" — based on what? 06:30 This isn't anti-video — it's anti-video-without-a-reason 06:49 The test: strip every visual and see what's lost 07:47 When video completes the podcast instead of padding it 09:17 The fork in the road: add video or change the content 10:14 The attribution problem nobody talks about 11:50 A more expensive podcast that still has no job 12:11 The 90-second video decision tree 15:25 Founder FAQ: is your podcast bio a CV or a sales tool? 16:24 Quick tip: write for the "I'm not sure this is for me" buyer 17:54 Final thoughtsMentioned in this episode:Learn More About Podknows PodcastingWe're at https://podknows.co.uk/
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Your Episode Nobody Shared Was the One That Actually Worked!
Jun 1900:25:04Summary readyIf you've published a B2B podcast episode you were genuinely proud of, then watched it land to four downloads and two likes you suspect might be bots, this one's for you.I'm Neal Veglio, and in this episode of B2B Podcasting Insights I break down why your best episode probably got almost zero shares, what that does and doesn't mean, and why publishing is not the finishing line in your content story.I open with a confession: I watched my own argument, made weeks earlier on this very show, get repackaged by someone else and rack up hundreds of reshares and thousands of comments while my original barely moved. I wasn't angry. I was weirdly pleased, because it proved the idea worked, just not inside my own distribution system.We look at the difference between content that gets shared (comfortable, affirming, validating) and content that gets saved, WhatsApped and referred (uncomfortable, specific, commercially valuable), why a referral from the right person beats 47 likes every time, and how to tell a distribution gap apart from a content failure so you don't go and fix the wrong thing.There's also this week's Founder FAQ on seasons vs. publishing continuously, and a deceptively simple quick tip on episode length and completion rate.Useful links Podknows Website https://podknows.co.ukB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticPodcast Audits https://podknows.co.uk/auditsTimestamped summary00:00 The idea that wandered off and got famous somewhere else03:52 Welcome — what this episode is really about04:24 You nailed the episode, then the stats didn't move06:44 What actually gets shared in B2B (and why it's useless for pipeline)08:20 Shares vs. referrals: which one is actually worth money 11:11 My Diary of a CEO episode, and watching the idea get repurposed12:55 Distribution gap vs. content failure (magic beans and the uneaten cake)16:36 The only question worth asking: does the right person know it exists?17:12 Founder FAQ: seasons vs. publishing continuously22:20 Quick tip: stop padding episodes — completion rate is the signal23:54 The Podknows Growth Diagnostic and audits24:55 It's probably working offline
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I did NOT see this coming - a surprising benefit of attending The Podcast Show 2026
May 2200:16:40Summary readyYes, I attended The Podcast Show. Yes I had both good and bad things to say. (One of those things is pasted below from my LinkedIn)But through it all, there was one super surprising benefit I discovered from going to The Podcast Show 2026. I really did NOT see this coming.http://podknows.co.uk/contact(FROM LINKEDIN)The Podcast Show 2026 was ultimately epic. Let me go deeper, fam. Let's slide through the obvious stuff like the wonderful sense of community and camaraderie that exists among the many strangers and even those who are technically 'competitors'. This is one of my favourite things about the show. 10/10 — no notes. I'm going to say that I'm blown away by how seriously the event organisers take this show, and they only ever want to make it better each year. I also thoroughly enjoyed some of the perspectives from the stages. It wasn't a total pitchfest. And if anybody tried to schill their warez, the moderators did a fab job of keeping them back on point. (I felt for Katie Prescott from The Times who had the misfortune of moderating a panel with podcasting's perniciousness incarnate, Jeanine Wright. I mean, the tech ops had to actually resort to drowning her out with music to stop her in her delusional verbal tracks.) I won't say any more on that talk other than to acknowlege the loud and passionate criticisms from the baying audience which reassured my weeping heart. But there were a couple of negatives and it would be off-brand for me not to mention 'em. With iteration, someone, somewhere, is always going to be left slightly disappointed while others benefit. We see this in podcast production all the time – we make a tweak to improve content such as adding sound design or introducing structure, and there will always be someone who hates the new sound because it's no longer what they became comfortable with. So I accept that some of the things that I didn't enjoy as much are a subjective thing. Gone was the business stage – clearly didn't get the bums on seats last year – and so a big reason I enjoyed the event last year was disappeared. We move past that. It's one of those things. I also felt sad at how some of the people hosting talks clearly didn't know their audience. An example of this was a chat about the benefits of immersive sound design that was schilling Dolby as a tool. Now I'm not the biggest technical nerd in this space, but I'm pretty sure none of the podcast apps offer passthru of that standard, so that was a fairly pointless 25 minutes for anyone NOT considering running an audiobook on Audible. My biggest WTF moment was the one pictured. Head honcho from YouTube grabs three creatives who have seen success putting their podcasts on the platform. I'll say this, if a head of content can't project manage success in video podcasting at... well... The Guardian... then I'd have expected them to quit being in charge of content immediately, because it would suggest an incompetency problem. There we no receipts of before YouTube and after YouTube. Just a whole lot of 'trust me bro, we know what we're talking about' which too many lazy last-minute panellists tend to lean on. To be clear, this is a criticism of the individual speakers, NOT the event itself. In old money, definitely still a A+ event. Well done to all the team.Mentioned in this episode:Learn More About Podknows PodcastingWe're at https://podknows.co.uk/
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Your B2B podcast looks and sounds like Diary of a CEO. That's NOT a compliment!
May 1500:22:58Summary readyThere's a very specific kind of irony happening across B2B podcasting right now. Someone posts on LinkedIn about the urgent need to differentiate from competitors — gets hundreds of nodding comments, a few congratulatory pats on the shoulder — and then releases a podcast episode that sounds verrrrrry familiar.Hi, I'm Neal Veglio, founder of Podknows Podcasting and host of B2B Podcasting Insights. And in this episode, I'm breaking down why copying the Diary of a CEO container is actively working against your buyers' trust — and what the one thing is that actually differentiates a B2B podcast. Spoiler: it's not your lighting rig.Also in this episode:Founder FAQ: Dominic from Norwich wants to know why his podcast guests never share the episode after recording — and what he can do about itQuick Tip: The simple title strategy that will make every episode you publish sharper, more specific, and more honest than anything you planned in advanceIf your show is built around looking successful rather than being useful, this one's going to sting slightly. In a productive way.👉 Book your diagnostic session: podknows.co.uk/diagnosticMentioned in this episode:Podknows Launch BookGet our free book "Podcast Launch Strategy"Free Launch BookLearn More About Podknows PodcastingWe're at https://podknows.co.uk/
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Your Sales Team Have Never Heard Your Podcast (And It's Costing You)
May 800:18:05Summary readyIf you've got a B2B podcast and a sales team — there's a fairly good chance they've never properly met.That sounds absurd. And yet it's almost universal.Hi, I'm Neal Veglio, founder of Podknows Podcasting. We're a podcast agency helping B2B businesses and founders enjoy better results from their podcast.In this episode of B2B Podcasting Insights, I'm explaining why the most valuable thing most B2B podcasting strategies are missing isn't more content — it's a single conversation between two teams that should have happened months ago.Whether you're a founder, a CMO, or a sales leader wondering why your expert positioning isn't converting — this episode will change how you think about what your podcast is actually for.Useful linksPodknows Website https://podknows.co.ukB2B Podcast Growth Diagnostic https://podknows.co.uk/diagnosticPodcast Audits https://podknows.co.uk/auditsSend a voice note or question https://podknows.co.uk/feedbackTimestamped chapters00:00 The fantasy inbound call01:51 The podcast sales crime scene03:54 Why marketing and sales missed each other05:19 The meeting that never happens06:37 What good looks like on a sales call08:39 Your 10-minute podcast deployment playbook10:40 Founder FAQ: Fred Copestake on sales vs. marketing15:31 Quick tip: when to ask for a followMentioned in this episode:Learn More About Podknows PodcastingWe're at https://podknows.co.uk/
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B2B Podcast Growth Timeline - are you measuring wrongly?
Apr 2400:20:22Summary readyYou published your 40th episode this week and your download graph looks less like a rocket and more like a polite cough.The CFO is squinting at the line item.You're Googling "how long should a B2B podcast take to work?" from the toilet at 11pm on a Sunday.Before you cancel the whole thing, there's a chance you're measuring against the wrong clock entirely.I'm Neal Veglio, and in this episode of B2B Podcasting Insights, I'm breaking down why most founders are timing their podcast from the wrong day — and the reframe that gives most of them six months of their life back.We look at why every branded B2B podcast sounds completely different at episode 15 than it did at episode 1, why your audience doesn't build a relationship with your dress rehearsals, and why two founders on identical publishing schedules can end up in wildly different commercial positions.There's also the 10-minute Monday exercise that tells you whether your show is developing or drifting, a founder FAQ from Sara on what to actually name a B2B podcast, and a quick tip on rewriting your first two lines like a cold open instead of a voicemail.Useful linksPodknows Websitehttps://podknows.co.ukB2B Podcast Growth Diagnostichttps://podknows.co.uk/diagnosticPodcast Auditshttps://podknows.co.uk/auditsTimestamped summary00:00 10 months, 40 episodes, and Derek the pop filter00:42 Welcome to B2B Podcasting Insights01:08 The Sunday night founder panic02:15 Why your "start date" is the wrong clock03:30 Episode 15: where your show actually begins05:15 The reframe — six months in, not ten06:30 Not a permission slip: this is a diagnostic07:15 Founder #1 — developing, compounding, working08:30 Founder #2 — still dress-rehearsing at month ten09:45 Monday's 10-minute exercise: two jobs11:00 The sales team test every founder should run12:00 Why the wrong clock kills B2B podcasts12:45 Founder FAQ: Sara on naming a B2B podcast15:00 Quick tip: the first two lines as a cold open16:45 Closing thoughts and diagnostic CTAMentioned in this episode:Learn More About Podknows PodcastingWe're at https://podknows.co.uk/
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