How to Advertise on B2B Podcasts

How to Get Your Ads on B2B Podcastse

I’m gonna let you in on a little secret..

Most B2B podcasters don’t need the money (aka ad revenue)

I’ve gotten paid sponsorship deals for 40+ b2b podcasters and 99% of them didn’t launch a podcast with hopes of monetizing it.

▶ The 4 main reasons b2b podcasters work with me and allow ad spots from SaaS brands in their show:

1/ Having a sponsor signals to listeners that the podcast is valued by external brands. The endorsement makes the podcast seem more professional and worth listening to

2/ When a reputable sponsor supports a podcast, it helps boost the host’s authority in the niche.

3/ I bring my podcasters well-matched sponsorships that add value to their audience. A sponsor that has a relevant product actually enhances the listener’s experience.

4/ I provide a done-for-you service for b2b podcasters. The podcasters in my community don’t have time to go back-and-forth with advertisers.

So, if you are a brand, how can you connect and maybe work with b2b podcasters? 🤔

Here are a few things NOT to do:

✖️ Send a cold email and say you want to sponsor their show. If the podcaster doesn’t know you or the brand, there is a slim chance this will work

✖️ Offer an affiliate type commission model. (could work well for other channels)

✖️ Try to engage with podcasters through online marketplaces. Sure you may be able to sign a deal, but you’d be working with podcasters who are just in it for the money and their ads don’t come across as genuine and authentic

👉 Here is a tip that could work:

✔️ Actually listen to a few episodes of a podcast you think might be a good match. If you feel it is, leave a 5-star review on Apple Podcast.

Then, take a screenshot of the review and send it to the host letting them know you enjoy their show. Tell them you would love to chat with them about a mutual beneficial opportunity. And follow up if you don’t hear back.

This strategy will yield you more conversations which will lead to more opportunities to work with b2b podcasters. 👍

Other posts around podcast marketing you might enjoy:

👉 The Ultimate Podcast Sponsorship Checklist

👉 How to Measure the Impact of a Podcast Campaign

👉 Proven podcast ad read script (with template)