The Growth Marketer’s Guide to 10 Podcast Networks for B2B Campaigns
The Growth Marketer’s Guide to 10 Podcast Networks for B2B Campaigns
B2B Podcast Networks: A Hidden Treasure for Growth Marketers
In the ever-evolving digital landscape, B2B marketers are always on the hunt for effective ways to reach their ideal audience and drive high-quality leads. While channels like paid search and display ads play their part, podcast advertising stands out for its unparalleled engagement and ROI.
But here’s the tricky part—how do you choose the right podcasts to advertise on? With thousands of options, finding shows that align with your niche audience and ideal customer profile can feel overwhelming.
That’s why we created this guide. Inside, you’ll find a curated list of 10 podcast networks designed to help B2B growth marketers connect with highly targeted audiences. Whether you’re in SaaS, demand generation, or enterprise marketing, these networks will help you craft campaigns that elevate your brand and deliver measurable results.
B2B Podcast Network Quick Picks
🟡 Best for Reaching B2B Professionals: B2B PodPros
🟡 Best for Energy Professionals: OGGN
🟡 Best for Marketing Professionals: MPN
🟡 Best for reaching C-Suite: C-Suite Network
🟡 Best for Non-profit: Public Media Marketing
🟡 Best for Career Development: WRK Defined
🟡 Best for Self Service: Acast
🟡 Best for Finance: The Investor's Podcast
Business
B2B PodPros
Category: Business/B2B Marketing
Genres: SaaS, B2B Marketing, HR, Digital Transformation, Web3, AI
B2B PodPros is a community-focused podcast network dedicated to helping midsize and enterprise SaaS businesses connect with new audiences. Alongside host-read ads on B2B-focused podcasts, they offer a unique approach to reaching advertisers' target audiences through LinkedIn, ensuring precision and impact.
Oil and Gas Global Network (OGGN)
Category: Industry/Business
Genres: Podcasts related to the energy sector, especially oil and gas industry news and insights.
The Oil and Gas Global Network (OGGN) delivers podcasts that spotlight the latest news, trends, and innovations in the oil and gas industry. Covering topics from energy production to career insights, OGGN is a must-follow for professionals staying ahead in the rapidly evolving energy sector. It's also an excellent platform for businesses aiming to engage with a highly targeted, industry-specific audience.
Marketing Podcasts Network
Category: Business/Marketing
Genres: Marketing strategies, trends, and advertising insights.
The Marketing Podcasts Network features a diverse lineup of shows dedicated to marketing strategies, trends, and techniques. Covering everything from advertising tactics to social media innovations, this network provides valuable insights for businesses, entrepreneurs, and marketers seeking to grow and adapt. It's an essential resource for staying informed and sharpening your marketing expertise.
C-Suite Network
Category: Business/Leadership
Genres: Business leadership, entrepreneurship, and executive advice.
The C-Suite Network offers a curated collection of podcasts and video shows tailored for business leaders, entrepreneurs, and executives. Covering topics like leadership strategies, business insights, and personal growth, this network is a go-to resource for professionals aiming to excel at the highest levels. It's a hub for expert advice and thought leadership from industry trailblazers.
Public Media Marketing
Category: Business/Marketing
Genres: Marketing and promotional strategies for media and brands.
Public Media Marketing empowers podcasts and public media with tailored marketing and promotional strategies designed for independent creators and networks. Specializing in amplifying public radio-style and educational content, it’s an essential partner for advertisers and creators in the nonprofit and public sectors looking to grow their reach and impact.
Easy Tips to Launch a Successful Podcast Ad Campaign
🟡 choose mid-roll ad placements (lowest skip over rate)
🟡 choose host-read ads (higher converting than pre-recorded ads)
🟡 include a CTA at the top of the show description
🟡 hyperlink CTA with a UTM link for tracking
🟡 add a “where did you hear about us?” field box in your signup form
Don't forget to provide media assets to the podcaster including video. Since YouTube is now the number one destination for podcast consumption, you want to partner with podcasters that have a YouTube channel and are willing to create and include a video ad into their video recordings.
WRK Defined
Category: Business/Career/Workplace
Genres: Career Development, Workplace Culture
WRK Defined is a podcast network dedicated to professional growth, career development, and workplace culture. Through insightful advice, real-life stories, and practical guidance, it helps listeners tackle career challenges and redefine what success means in the modern workplace.
PodBean
Category: Broad
Genres: Broad
Podbean allows you to create audio ads using AI. Their platform matches your ads with content-safe podcasts that engage highly relevant audiences.
iHeart Media
Category: Broad
Genres: Broad
iHeart Media has the largest reach of any audio media platforms in the States. Outside of Spotify and Apple Podcast, their podcast downloads have more than any other podcast platform.
Acast
Category: Broad
Genres: Broad
Acast allows you to book host-read sponsorships or run pre-recorded ads using Acast's self-serve advertising platform.
The Investor’s Podcast Network
Category: Finance/Economics
Genres: Financial literacy, investment strategies, and economics.
The Investor’s Podcast Network offers in-depth content on finance and investing, including strategies, market analysis, and expert interviews. Tailored for both novice and seasoned investors, it’s an ideal resource for anyone looking to enhance their financial literacy and investment expertise.
Quick Tips for Success in Podcast Ad Campaigns
Podcast sponsorships and advertising can be a fantastic way to expand your brand awareness and drive high quality leads. To make the most out of your campaign and ensure you get a positive ROI, here are some valuable tips:
Before Launch:
1/ test multiple podcasts in your niche (5-10 ideal shows). If you use a podcast campaign management service this will save you time and ensure precision in targeting
2/ run a 4-week test campaign across these podcasts
3/ provide the host with free access to your product so they can craft an ad script that is genuine and authentic
4/ Use UTM links in the CTA shown in the episode descripton to track the quality of traffic coming to your website.
After Launch:
1/ assess which podcasts drove quality traffic (leads, sales, good time on site length)
2/ remove poor performers and replace with new shows to test
3/ for shows that drive quality engagement, continue working with and explore if there are other cross-promotion opportunities (LinkedIn live events, newsletters, etc.)
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