Not all podcast agencies are built for B2B. Here’s how to find one that is.
Most podcast agencies are built for entertainment. Not business outcomes.
They’ll talk about how many episodes they can crank out. How slick their production sounds. How “authentic” their hosts are.
That’s fine—if you’re making a hobby show.
But if you’re a B2B brand trying to engage a niche audience, shift perception, or generate pipeline, you need more than a good mic and a clever title.
You need an agency that understands the job your podcast needs to do.
Step 1: Know what the podcast is for
Before you start Googling or hopping on discovery calls, ask:
- What is this podcast meant to do for our business?
- Who do we want listening—and what do we want them to feel, think, or do?
- What does success look like? How will we know if it’s working?
At JAR Podcast Solutions, we work with brands like Amazon, RBC, and Allianz to create podcasts with clear strategic intent.
- For Amazon’s This Is Small Business, the job was to support and inspire entrepreneurs—through real stories from founders.
- For RBC’s Disruptors, it was to spotlight Canadian innovation and position RBC as a forward-thinking force in tech and the economy.
- For Allianz Trade’s Wheel of Risk, it was to make business risk not boring—and relevant to financial leaders navigating global uncertainty.
Different audiences. Different KPIs. Different strategies.
Great podcasts don’t start with microphones. They start with alignment.
Step 2: Filter for strategy, not just sound
When we helped Russell Reynolds evolve Redefiners, the brief wasn’t “make it sound good.”
It was:
- What keeps the C-suite up at night?
- How do we reflect leadership at its most human—and most high-stakes?
- How do we turn smart conversations into actual brand credibility?
That’s where the real work starts.
You need a partner who can:
- Map content to your audience’s decision-making journey
- Align with your thought leadership and content ecosystem
- Drive outcomes like reputation lift, C-suite trust, and real business development
The result? A podcast that earns attention and builds equity over time.
Step 3: Ask better questions
On the first few calls, go deeper than “what’s your process?”
Ask:
- “What’s your experience with B2B audiences?”
- “Can you show me a campaign that moved the needle?”
- “How do you handle audience growth and distribution?”
- “What kind of reporting will I actually get—and how often?”
- “Can you share insights about how our audience listens?”
- “What’s your approach to repurposing across channels?”
And then—ask for proof.
Look for case studies. Ask about funnel metrics. See if they understand what it means to earn trust in a long, complex sales cycle.
If they can’t speak your language, they won’t speak your audience’s either.
Step 4: Evaluate for chemistry (not just credentials)
Podcasting isn’t a transaction. It’s a collaboration.
You’ll be working with this team for months—maybe years. So pay attention to how they show up in early conversations.
- Do they ask smart questions?
- Do they push your thinking?
- Do they treat your business like a box to check or a puzzle to solve?
At JAR, our best clients aren’t looking for vendors. They’re looking for partners. People who’ll challenge assumptions and chase something better.
A quick red flag
If an agency promises “10,000 downloads in 30 days,” walk.
Why? Because B2B podcasting isn’t about mass reach. It’s about right reach.
You’re better off with 300 CIOs than 3,000 randoms.
According to Edison Research (2024), 43% of weekly podcast listeners say they tune in to learn something new. That’s your shot. Especially if your product or category is complex, considered, or expensive.
What it looks like when it works
One of my favorite examples: Infernal Communication, a podcast we produced with Staffbase.
The show takes a bold, irreverent look at internal comms—the good, the bad, the “who approved that?”. And it’s helped Staffbase carve out a distinct voice in a crowded space.
We didn’t get there by obsessing over sound design.
We got there by obsessing over the audience’s job to be done.
That’s the difference.
TL;DR: How to find the B2B podcast partner
Look for:
- Case studies with B2B results
- Clients you know (or want to become)
- Strategic thinking beyond production
- Insightful POVs on measurement and distribution
- A collaborative mindset
Avoid:
- “We’ll just record your webinar” energy
- Guaranteed download claims
- Vague reporting
- Excessive outsourcing
- Cookie-cutter pitch decks
Want more like this?
Join JAR’s newsletter This Isn’t a Podcast for smart, timely insights on branded podcasts, B2B storytelling, and what’s actually working for leading brands.
Subscribe here. It’s short, sharp, and well worth your time.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
