Growth Activated | The B2B Marketing Leadership Podcast · Mandy Walker

How to Build a B2B Podcast That Drives Pipeline (with Tom Hunt)

·38 min·3 clips

Tom Hunt argues a B2B podcast should be the last marketing channel you launch, not the first.

The episode begins with host Mandy Walker introducing the topic of B2B podcasting and guest Tom Hunt, CEO of Fame, a B2B podcast agency. Tom shares his background, starting from leaving his job in 2014 to founding Fame in 2019 after gaining marketing and management experience. He discusses the evolution of B2B podcasting, noting increased competition and the need for narrower niches. Tom outlines three prerequisites for podcast success: correct positioning with a niche and edge, strategic guest selection to show ROI in six months, and consistency. He explains the importance of host skills, including speaking ratio and filler words, and how to measure success through metrics like downloads and average consumption. Tom advises on identifying the right host based on availability, expertise, and communication skills. He compares strategies of being a guest on podcasts versus hosting your own, recommending starting as a guest to test the waters. The conversation covers investment details, with roles including host, marketing manager, and creative staff, costing $3,000-$5,000 monthly. Tom shares how his team uses AI for content automation and emphasizes video for better discoverability on YouTube. Growth tips include posting high volumes of snippets, using ad spend strategically, and getting on 'best of' lists for SEO and LLM discoverability. He provides benchmarks for download rates, suggesting 10% monthly growth, and shares case studies like CFO Weekly, which built relationships with CFOs. Tom concludes by advising CMOs to first grow organic social and email audiences before launching a podcast for easier growth and impact.

As heard by us

A practical discussion of how B2B podcasts can support pipeline and relationships.

Particular attention goes to how a B2B podcast can support pipeline and relationship building without becoming a one-off marketing project. Mandy Walker and Tom Hunt keep the focus on practical work: podcast positioning, guest selection that fits the show thesis, and using…

Read the full review in PlayNext →

Why you'd press play

If your B2B podcast needs traction, this gives you the operating rules.

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from Growth Activated | The B2B Marketing Leadership Podcast