Make a Top Ranking B2B Podcast: The Proven Process

Emily Kingland
September 3, 2021
Make a Top Ranking B2B Podcast: The Proven Process

We’re not ashamed to say that we’ve been around the block a few times. When it comes to B2B podcasting, we know what works and what doesn’t.

So, it only makes sense that we have what some might call a “proven process to B2B podcasting.”

Here, you can find out about… 

Get the deets. 👇

Making a B2B Podcast: Proven Process Goals

Before we jump into the How, let’s take a minute to look over the Why. Here are the reasons why our B2B podcasting process is the way it is.

Content-Based Networking

Our #1 goal for your business podcast is to act as the platform for relationship building. It’s fun to get lots of downloads, yes. But, if we look at the bigger picture, the whole reason for your podcast is to meet and build meaningful relationships with your ideal customers.

Our proven process is rooted in you meeting your ideal buyers without the typical cold outreach (yawn). 

We know that people — including executives and decision makers — would rather be asked to be interviewed on a podcast than to be coerced into another demo or meeting. 👈 This is the idea that Sweet Fish is literally founded on. 

We’ve seen first-hand how powerful content-based networking is. Through our flagship podcast, B2B Growth, we create scroll-stopping content with marketing leaders (AKA, our ideal customers).

💰 That’s why B2B Growth has generated over $4m in revenue. There’s your proof.


Create Content Together

The main thing that sets B2B podcasting apart from other marketing tactics is the content. You’re creating it with your ideal customer instead of for them.

One interview with an industry thought leader garners at least one… 

  • Engaging podcast episode
  • SEO-lovin’ blog post
  • Full-length YouTube video
  • Shareable micro-video
  • High-performing LinkedIn post
  • LinkedIn carousel
  • Snackable quote graphic
  • Valuable email
  • Insightful tweet
  • Loveable Instagram post

This makes Marketing happy because they have unique content to promote and repurpose. It makes Sales happy because you’re building relationships with your ideal buyers.

Most importantly, content that makes your guest look like a rockstar gives them a really good feeling about your brand. One interview turns into a lasting bond between you and your ideal customer.

Now that you know why we follow this process, here’s what it actually entails.

Making a B2B Podcast: 3 Phases


Even before the kickoff call, our team is working with you to get a better idea about your show’s… 

  • Target audience
  • Strategic name
  • Place in the podcast market
  • Custom service plan

Imagine this part of the process as the blueprints for a house. Soon, we’ll be breaking ground and laying the first bricks.

We’re going to get into the specifics, but here’s a bird’s eye view first:




Now, we move into the onboard phase. This is where the kickoff call happens.

The kickoff call is the digging for your house’s (podcast’s) foundation. The ideal outcomes of this stage include…  

  • Filling out a New Customer Survey, detailing your business objectives and goals for your podcast.
  • Determining the creative direction for your show’s visual & audio identity.
  • Identifying the roles involved in creating your podcast, like who the host will be.

Filling in the Gaps

Many times, an organization will have internal people who can handle one or more aspects of the production and/or promotion elements.

Say, for instance, you have a team of savvy copywriters. It makes sense to keep them in charge of blog writing. But for other tasks like audio and video editing, it’s best to outsource to our A/V experts at Sweet Fish. 

Essentially, we’ll fill in the gaps that need filling. In the kickoff call, we find those gaps.



We know what the direction is and who the main players are. It’s time to actually make the thing.


This segment of the phase is meant to set your podcast and content up for success. Here, we go over your podcast’s visual and non-visual identity, as well as the equipment/tech setup.


There are five B2B podcast strategies that you can choose from depending on what your larger business goals are. Take a look at the table to get a better idea of your podcast's potential focus.

STRATEGYGOALCONTENT TYPETIME TO IMPACTTARGET AUDIENCE SIZE1. Demand GenAudience GrowthThought LeadershipLong TermLarge2. Industry InfluenceBuild Relationships w/ Industry InfluencersInterviewsMid TermMedium3. ABM (& Content-Based Networking)Build Relationships w/ Potential CustomersInterviewsShort to Mid TermMedium4. Customer SuccessReduce ChurnInterviewsMid TermSmall5. Internal UsePass On Organizational InformationThought Leadership, InterviewsShort TermSmall

It’s important to focus your podcast on your primary business goal. Some of the strategies overlap, but we highly recommend optimizing for just one. 

If your attention is split between strategies, your show’s premise will be weakened. 

Oftentimes, when you zero in on one strategy, you’ll still see secondary benefits. For example, say your primary business goal is to build relationships with industry influencers in order to break into a new market. As you optimize for that strategy, it’s likely that you’ll also see your audience grow.

It’s a two-birds-with-one-stone thing.


There are several components that will need to reflect your show’s identity, including… 

  • Cover art
  • Video frames
  • Social media graphics
  • Pre-recorded intro/outro
  • Written voice

The more we know about these things, the happier you’ll be with the end products. For instance, this is what our design team likes to know about you before they embark on anything design-y.

Equipment & Tech

By now, you’ve probably received your recording equipment. Here’s how we recommend setting stuff up.
We also help our customers get familiar with the software they’ll use to record all of their interviews. is our go-to.

To make the entire process go as smoothly as possible, we send you the necessary equipment and set you up with the best software (in our opinion).


Our team can be as much or as little involved in the recording process as you want. 

For first-time podcasters, it can be somewhat nerve-wracking — understandably so. It’s nice to have an expert along for the ride at least on your first go-around.

Booking Guests

It’s during the building phase where we identify specific guests and begin the booking process.

At Sweet Fish, we follow some guest booking best practices:

  • We use the New Customer Survey to source guests.
  • We develop a preliminary list of guests for you to review.
  • You create two calendar links — 15 min, 45 min.
  • We introduce you and your guest over email.
  • We follow a process to unschedule guests if needed.
  • We’re open to changing the types of guests being booked.

While you’re revving up to record your first episode, we’re curating a guest list that would make the Kardashians blush.


[READ: Nervous guest? Here are 10 steps to make them feel more comfortable in front of the mic.]


As you record each episode, it’s helpful to keep in mind that nothing is permanent. If you or your guest stumbles over your words, just take a pause and start again.

Again, we’ll have you all set up with Riverside by this point. Even so, we highly recommend doing a soundcheck with your guest before you get into the interview.

[READ: All this is great but how do I interview someone? Help is here.]


Once you’re done recording, it lives in your Sweet Fish Riverside account. You can either send the file straight to your producer, or they’ll be able to find it there.

Here’s where the fun (for us) begins!

Depending on what your service package looks like, you may be getting a few or most of these deliverables:

  • Edited/mixed audio
  • Edited video
  • Micro-videos
  • Blog post
  • Show notes
  • LinkedIn content
  • Audiograms

The quicker you’re able to record episodes, the quicker the production process goes and the faster your show gets launched. Plus, it’s nice to have a little queue built up.

We like to have at least three episodes ready to rock before launch. It makes your podcast look more credible and people are more likely to listen.



Time to put the roof on this baby. (I’m not an architect, okay?)


In this first round of episodes, we’ll both learn the best ways to mesh your marketing plan with our production process.

This collaboration will make it easier once it’s time to repeat the process.


We take care of getting your episodes published to, which then syndicates to all of the major podcast players.

We also upload a show description and your cover art.


It’s launched! But if a podcast launches with no one to hear… did it really launch?

That’s what promotion is for.

Leading up to your launch there are promotional tactics that we highly suggest doing. Channels you should consider using include… 

  • Your website
  • Your blog
  • Email
  • LinkedIn
  • Twitter
  • Facebook
  • Instagram

The templates here should get you started.

Otherwise, you’ll have plenty of content to promote after the launch. The written and visual content we create is all based on your interviews.

Remember, that content can include… 

  • Blog post
  • Show notes
  • LinkedIn text post
  • LinkedIn carousel (Document)
  • Full-length YouTube video
  • Micro-videos
  • Audiograms

You’ll have all the assets and guidance you need to promote each new episode.


For each episode, we rinse and repeat… 

  • Recording
  • Producing
  • Promotion

Your podcast will be an ongoing tactic within your larger marketing plan. We’ll keep the wheel spinning.

Making a B2B Podcast: Time to Review

Did the dang thing work?


It’s always nice to know if a marketing tactic has yielded any ROI. This is why we have Quarterly Podcast Reviews (QPRs) with each of our customers.

In these meetings, we… 

  • Review where your show has been.
  • Assess where your show is at.
  • Plan for where your show is going.

Pretty straightforward. It’s a simple approach that can have a huge impact on your podcast and your marketing strategy as a whole.

B2B Podcasting: It’s a Process

As you can see, a podcast isn’t launched overnight. 

It takes a lot of time and effort to make a show successful. But it’s absolutely worth it to get to create valuable content with people you want to do business with.

Fortunately, the Sweet Fish crew has taken all of the uncertainty out of creating a B2B podcast. We could launch a show in our sleep.

It’s our proven process that’s generated meaningful relationships and revenue for so many customers. (Like this one. 👇)

Wanna talk about launching your own B2B podcast? We're here.

Otherwise, get more B2B podcasting goodness by subscribing to B2B Growth on Apple PodcastsSpotify, or wherever you listen to podcasts