MarTech Podcast: "How to Target the Top B2B Podcasters"

Date: March 6, 2026
Host: Benjamin Shapiro
Guest: Nick Zeckic, Chief Fire Starter at Smoke Signals AI

Episode Overview

This episode dives deep into how brands—especially those in the B2B sector—can strategically identify, target, and engage with top B2B podcasters, leveraging AI and digital signals for demand generation. Benjamin Shapiro hosts Nick Zeckic, who shares actionable insights drawn from his AI-first approach and his experience helping companies generate real buying signals instead of just vanity metrics.

Key Discussion Points & Insights

Redesigning Demand Generation in the Age of AI

• New Metrics: Nick emphasizes moving beyond vanity metrics and focusing on tracking pipeline-generation signals that matter for real business outcomes.
• AI and Audience Discovery: The discussion touches on how AI technologies, including language models and bots, are reshaping discovery—both for content and for customer research.
• Customer Experience for AI: There's growing importance in ensuring brands are discoverable and engaging not just for humans but also for AI systems that now influence what information gets surfaced online.

Targeting B2B Podcasters: Signals and Strategies

[03:00] - Benjamin asks Nick a tactical question:

“If you were targeting B2B podcasters, what signals would you use to find them?”
Nick’s Approach:

• Look for White Space: Identify organizations active in “field” (branding, in-person events) that haven’t yet started podcasts.
• Leadership Visibility on LinkedIn:
  • CEOs and C-suite executives should be active, have large followings, and demonstrate high engagement.
  • This demonstrates a brand-focused and outward-facing culture, making them ripe podcast prospects.
• Revenue Fit: Companies should have the resources to invest in quality podcasting.
• Actionability:
  • Find brands that are ready but haven’t yet launched a podcast—Nick uses Chili Piper as an example of a missed opportunity.
  • "If they haven’t, oh my God, what an awesome opportunity… to give them a roadmap for the first 10 episodes." (Nick Zeckic, 03:38)
• Business Development Mindset:
  • Nick’s hypothetical CRO playbook: identify and proactively approach these companies, armed with a strategy for immediate execution.

Notable Quotes & Moments

• Nick Zeckic [03:10]:

  “Finding the white space for organizations that are otherwise investing in field, which means they care about brand, their CEO and C suite are active on LinkedIn, large followings, actively posting, good engagement with their posts. Those things would tell me that they're in the right spot.”

• Nick Zeckic [03:48]:

  “If they haven't [started a podcast], oh my God, what an awesome opportunity, you know, to go in and broker that conversation for them and to give them a roadmap for the first, you know, 10 episodes or whatever it is. I just think that I would chase after that if I were your CRO. That's what I would bill tomorrow and run after that really hard.”

• Benjamin Shapiro [04:08]:

  “Sometimes you meet someone, you see them across the room, and you're like, that's my person. I cannot tell you how much I agree with your philosophy, appreciate your approach, and just think that you're a sage smart marketer that understands how these systems are built for the modern time.”

Timestamps & Segment Highlights

• [01:15] - Introduction of guest Nick Zeckic & overview of his company, Smoke Signals AI.
• [03:00] - Core topic: how to identify and target B2B podcasters effectively.
• [03:10–03:50] - Nick outlines specific signals and a real-life business development scenario.
• [04:08] - Host resonance and wrap-up of the philosophical approach.
• [04:53] - Final thanks and closing remarks from Nick.
• [05:41] - How to contact Nick and follow further content.

Memorable Takeaways

• Human = AI Customers: Marketers must optimize not just for humans but for AI systems making increasingly automated decisions on content surfacing and credibility.
• LinkedIn as a Goldmine: Executive visibility and engagement are key markers for vibrancy and readiness to invest in new content channels like podcasting.
• Action Trumps Analysis: Recognizing opportunity (the “white space”) and acting on it, with a clear plan, distinguishes leading demand-gen pros.
• Quote from the Host:

  “…just think that you're a sage smart marketer that understands how these systems are built for the modern time.” (Benjamin Shapiro, 04:08)

For Further Engagement

• Nick Zeckic:
  Find his LinkedIn and company profile via the episode show notes at martechpod.com
• Smoke Signals AI:
  Specializes in capturing, activating, and measuring buying signals in B2B.

Summary in a Sentence

In a concise, actionable discussion, Nick Zeckic and host Benjamin Shapiro reveal how to spot and approach prime B2B podcast prospects in the age of AI—focusing on leadership visibility, brand engagement, and the strategic “white space” that signals real opportunity.