In the ever-evolving landscape of B2B marketing, content is king — but format is queen. Webinars once reigned supreme for building brand awareness and thought leadership, but in recent years, podcasts have quietly overtaken them as a more powerful tool for driving visibility, authority, and ultimately, growth.
Here’s why.
- Podcasts Build Stronger Parasocial Relationships
Webinars are scripted, formal, and often presentation-heavy. Podcasts are conversational and intimate. That tone makes listeners feel like they’re part of a discussion—not a pitch.
In fact, Nielsen found that 62% of podcast listeners consider podcast hosts to be trustworthy sources of information, while 66% say podcast ads increase brand awareness. These numbers speak to a deeper psychological bond formed through voice, repetition, and storytelling over time.
👉 Key takeaway: Podcasts cultivate trust and familiarity—critical ingredients for B2B influence and long-term deal cycles.
Reference: Nielsen, Podcasting Today: Insights for Advertisers (2023)
2. Podcasts Scale Easier, Live Longer, and Require Less Production Overhead
Webinars are high-touch, high-stakes events. They require coordination, promotion, technology, and a live audience. And once they’re over? They’re mostly dead content unless repackaged extensively.
In contrast, podcasts are evergreen assets. Each episode becomes a searchable resource, a lead magnet, and a repurposable content piece (think LinkedIn snippets, blog posts, and email campaigns). Better yet, the average cost to produce a branded podcast episode is 30–50% lower than a professional-grade webinar, especially when accounting for time and team resources.
👉 Key takeaway: Podcasts are more scalable, more repurposable, and more cost-effective over time.
Reference: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends 2024
3. Podcasts Drive Longer-Term Engagement
Most B2B webinars see average watch times of just 20–30 minutes even if they’re 60 minutes long. Compare that to the average podcast listener who consumes 80% of an episode, according to a study by MIDAS/RAJAR.
Even more impressive: podcast listeners tend to subscribe, meaning each episode deepens the relationship. Webinars are usually one-offs.
👉 Key takeaway: Podcasts build long-tail engagement, not just momentary attention.
Reference: RAJAR MIDAS Survey Autumn 2023
4. Podcasts Reach Business Decision Makers
Podcasts reach business decision makers where 53% of weekly podcast listeners participate in purchase decisions at work, according to a study by Westwood One, the largest audio network in America. Podcasts can tailor content to engage audiences on issues that address real, current challenges and solutions.
👉 Key takeaway: Podcasts deliver strong reach among business decision makers.
Reference: Westwood One. February 2024
5. Podcasts Open Doors to Thought Leadership—and Business Development
Featuring guest voices on a podcast (clients, industry leaders, influencers) is a smart brand halo. It’s also a powerful form of strategic networking. Invite someone to a webinar and they might say no. Invite them on your podcast—and they’ll promote it for you.
This creates a flywheel effect: the more you publish, the more your credibility compounds. Over time, this helps you dominate niche conversations and search results—without heavy paid ad spend.
👉 Key takeaway: Podcasts grow your network and your SEO footprint simultaneously.
Final Thoughts: Make the Shift
Webinars still have a place in the funnel—particularly in bottom-of-funnel education and demos. But if you’re looking to build consistent brand awareness, establish thought leadership, and create scalable growth, podcasts are the more strategic tool.
Podcasts give you a brand voice that keeps up with emerging issues, latest developments, and industry insights and discussions. Let’s start captivating and connecting with your audience. Learn more about launching your B2B podcast. Contact us.
