Everybody doesn’t have a podcast these days: What is the opportunity for B2B tech companies?

Podcasts have exploded in popularity. But in the B2B tech sector it is still a relatively untapped medium.

Recently, some of the Spark team attended a live podcast recording at Tortoise Media’s newsroom, which reinforced how powerful this medium can be. Seeing how a well-structured podcast with a unique format can hold attention, spark discussion, and build a community made me think: why aren’t more B2B tech vendors podcasting?

Podcasts shouldn’t just be about hopping on a trend. They’re a huge tool for leading the conversation, unlocking serious PR and marketing value, and building trust with potential customers – in a way that other formats struggle to match.

Why podcasts?

Podcasts are an incredible tool for thought leadership. They give a company’s spokespeople a platform to share insights and position themselves as industry experts. In the overcrowded tech space, standing out as a key voice is invaluable.

While consumer brands have jumped on board, many tech vendors haven’t. This means there is a huge opportunity for businesses to lead the conversation in their niche and fill that void.

And let’s not forget the lead generation potential. Inviting customers, partners, or industry influencers as guests nurtures relationships and opens doors to new opportunities.

How to create a successful B2B tech podcast

1. Know your audience- B2B podcasts aren’t about broad appeal – they’re about connecting with the right people. Focus on your niche audience and speak directly to their challenges and interests.

2. Be bold, not boring - Let’s face it: tech topics can get repetitive. How many podcasts are already saying, “AI is the next big thing”? To stand out, you need fresh, bold perspectives. Maybe argue that AI is overhyped in certain sectors or challenge a popular tech trend. The goal is to spark conversation, not just parrot what everyone else is saying.

3. Give your podcast personality - Think of podcasts like Diary of a CEO or The Joe Rogan Experience – they’re recognisable because they have distinct styles. B2B podcasts have to do the same. And no, you don’t need a massive budget. A decent mic, good camera, and some smart branding go a long way. Authenticity is also key here – let your spokesperson’s natural style shine through rather than forcing a corporate tone.

4. Keep it flexible- Your format doesn’t need to be set in stone from day one. Let it evolve. Maybe start with your own company experts and later bring in external guests. And keep episodes concise, commuter podcasts – 20 to 30-minute business-focused episodes perfect for the commute to work – resonate well with busy professionals.

The value of podcasts go beyond audio

Here’s where podcasts truly shine: they’re not just audio content – they can be used as a wider content engine.

You can use the recording to transcripts to create a variety of different assets:

• Blog posts and thought leadership articles: Turn a single episode into a blog series or a byline for a top industry publication.
• Social media content: Pull out key quotes, soundbites, or video clips to create engaging social media posts.
• Email campaigns: Use insights from episodes to craft targeted email content that speaks directly to your audience’s interests.

Plus, featuring industry experts keeps you in tune with the latest trends. These conversations can spark ideas for media pitches and proactive PR campaigns.

Don’t miss the boat

Podcasts aren’t just a passing trend – they help establish thought leadership, generate leads, and amplify your message across multiple channels.

Find out how we created an industry leading podcast for the UK & Ireland SAP User Group (UKISUG) here.