Written by: Vickie Sullivan  |  February 04, 2025

2 Podcast Trends Shaping B2B Thought Leadership

Podcasts are a popular medium to get your perspective out there. Whether you host a show or join others as a guest, you can share your expertise, tell compelling stories, and connect with your audience authentically and engagingly.

If you use podcasts, then Audacy’s State of Audio: The Trends Report should be on your radar. While the first part of the report addresses radio advertising, it also includes findings that impact guests and thought leadership in general.

2 Podcast Trends Influencing B2B Thought Leadership and Marketing

B2B marketers are tapping into podcasts like never before, and the landscape is shifting. Here are two trends shaping how thought leaders, advertisers, and marketers approach podcasting, making it a more strategic, data-driven channel for B2B influence.

• Partnerships between sponsors and podcasts are deepening. One-off campaign deals are fading in favor of one-year relationships. In fact, 40% of advertisers report going in this direction. “They are seeking mid-size podcast audiences and local radio hosts that boast a smaller but loyal audience,” the report states. Prediction: The emphasis on loyal communities will migrate to other sponsorship activities, such as industry association speakers. Thought leaders who have a strong following will have a field day.

• Audience targeting is in overdrive. Thanks to AI, everyone will know which listeners will most likely convert. There will be a difference between general listeners and what insiders call “high-conversion segments.” The audience you attract — either as a host, a guest, or even a speaker—will be scrutinized. Get this data yourself and proceed accordingly.

Even if you don’t use podcasts, don’t ignore these findings. They point to a bigger heads-up that will bleed into overall B2B marketing. Those with prominence and a fan base will have access to opportunities no one else sees coming. It’s time to work on your popularity.

Now Read This:

• 2 Podcast Changes That Will Impact the Industry
• Brand and Message Strategy for Thought Leaders

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