B2B Podcasting Insights - business strategy podcast for founders and brands

Everyone 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

If 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

If 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/

Yes, 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/

If 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/

If your B2B podcast was working, your sales calls would sound different.Most B2B podcasts are easy to listen to.They’re consistent. Polished. Well-intentioned.And yet… nothing changes.Prospects still ask basic questions.Sales calls still start from scratch.And the podcast quietly sits there, passing time.I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m unpacking why that happens — and what it looks like when a podcast actually earns its place in the buying process.In this episode, I cover:Why podcasts that feel “safe” rarely influence decisionsThe difference between being listened to and being rememberedWhy internal praise is often a warning sign, not a winHow effective podcasts equip buyers for internal conversationsA simple question to tell whether your sales calls should sound different by nowThere’s also a practical segment on guest interviews, including advice shared with Susan Walsh, founder of The Classification Guru, on how to use guests without losing strategic control.If someone could binge your show for months and still ask “so… what do you actually do?”, this episode will help you understand why — and what needs to change.Useful linksPodknows Website:https://podknows.co.ukB2B Podcast Growth Diagnostic:https://podknows.co.uk/diagnosticPodcast audits:https://podknows.co.uk/auditsGuest mentioned:Susan Walsh — The Classification Guruhttps://www.theclassificationguru.com/Timestamped summary00:00 If your podcast was working, your sales calls would sound different 01:10 Why most B2B podcasts don’t influence anything 03:00 The real risk your buyer is trying to manage 05:20 Why neutrality kills decision-making 07:40 Internal praise as a red flag 10:10 Building a podcast that shows up in buying conversations 12:30 Using guests without losing focus 15:10 The sales call test 16:40 How to find out if your podcast is actually doing its job

Most B2B podcasts fail for one simple reason. They’re built around topics nobody is looking for, instead of the real moment a buyer realises something in their business is breaking.In this episode, I break down why your “marketing”, “leadership”, or “productivity” episodes are getting skipped, and what to do instead.We’ll get into:• How to spot actual content you should be publishing, using your sales calls• Why “topics” make your show sound like a 2014 panel discussion• The shift from brand awareness to belief-building• Simple ways to turn your podcast into a pipeline machine, not a weekly choreIf you want episodes your ideal clients recognise themselves in, this is the one to listen to.Want me to help you with all this? https://podknows.co.uk/auditJust want free insights sent directly to your inbox each week? https://podknows.co.uk/email/Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.

Most branded podcasts chase 'awareness' and stall.Let's make sure yours doesn't.Hi, I'm Neal Veglio, founder of Podknows Podcasting.In this episode, I'm making my case for why your show isn’t top-of-funnel content—it’s conversion accelerant.You’ll learn the 70% Rule (who your show is really for), how to swap broad topics for buying-trigger episodes, and why you need this podcast to become your best salesperson, without the pitch.Ready to turn your feed into a closer? Book a Podknows Podcast Audit for a written report, video breakdown, and a 1:1 call—delivered within four working days after booking: podknows.co.uk/audits.Mentioned in this episode:ChaptersThis podcast uses chapters in apps that support them.