Your buyers are listening. Is your boss? How to pitch a B2B podcast campaign.

How to pitch a B2B podcast

Most B2B podcast pitches die in the CFO's office. Not because podcasts don't work, but because they're sold on downloads and vibes.

More than half the UK now listens to or watches podcasts every month, so there's a fair chance your buyers are among them. But downloads are the wrong number for a B2B podcast. You don't need a big audience. You need the right one.

The stronger case is commercial. Invite a target buyer onto your show and you get an hour with someone you'd struggle to get a meeting with, on the record. Every guest is a relationship. Every episode becomes clips, articles and follow-ups for sales. That's a business case a finance team can weigh.

Join us on Wednesday, 9 December 2026

Option one: 🇬🇧 10 am GMT

In this webinar, you'll learn about:

  • Why podcasts matter now
  • The metrics that your boss cares about
  • Guest or host, and how to decide
  • One-page pitch template
Matthew Stibbe
Decorative supertitle icon Articulate Marketing Expertise

Who is running it

Hosted by Matthew Stibbe, CEO of Articulate Marketing.

Over the last 25 years, Matthew has consulted for innovators like Microsoft, Google, Ecologi and HealthHero, building brands, creating content and crafting websites.

Articulate Marketing works with B2B technology clients that help people live healthy, sustainable, flourishing lives. We design, build and run Difference Engines that power long-term success.