Your B2B Podcast Isn’t Working Because You’re Solving the Wrong Problem

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So let me tell you about something that most business podcasts
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get completely wrong. They build episodes
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around Topics. Welcome to B2B Podcasting
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Insights with Neil Velio, founder of Podnos, a
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podcast agency helping you get better results from podcasting.
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Marketing, leadership, culture,
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productivity. No one's out there googling
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productivity, hoping that they're gonna find your take on it. If
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you want your show to drive business and not just tick off boxes
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on your content calendar, well, you gotta build around buying
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triggers, not topics. Let's talk about that.
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So, first of all, what is a buying trigger then? Well, it's that exact moment
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your potential client, and in this particular case,
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listener, realizes something is off,
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their old system is not working, and they've come to you
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to listen to your podcast to figure out why
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that is. Their own audience has completely stopped
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engaging. Maybe their sales team is ghosting their own
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pipeline. That's where your show should live.
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Think about it like this. Your ideal client doesn't wake up thinking, do you
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know what? I'd love to learn more about marketing funnels today.
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No, they don't. Contrary to what thousands of
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podcasts would have you believe, they wake up thinking,
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why did our last campaign tank even though the product is
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good? That frustration we've identified there,
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tanking marketing funnels despite good product,
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that is a buying trigger. It's the start of their buying
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journey, and it's exactly what your B2B podcast
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needs to speak to. Let me give you a short example that might be
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relevant to your own situation. If you help
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founders fix their sales messaging, don't do an
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episode called how to Write Better Copy. Everyone is
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doing that. What you need to do is. An episode that speaks to a
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buying trigger may be called what to do. When prospects
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keep saying, thanks for the. Information, we'll think about it carefully and
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get back to you very soon. Okay, we appreciate your time and
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effort. Same topic, different angle, but one
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gets skipped and one gets a play click.
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Potentially gets you followed. Even
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more potentially gets them on your email newsletter list,
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and ideally gets them on the end of a zoom call or
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teams meeting.
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This is why most podcasts miss this. Most
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B2B podcasts sound like panel discussions
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from 2014, because people build them around
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what they want to talk about, not what their ideal
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buyer is feeling in the moment. Right
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before they decide they need you, they're thinking
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top of funnel brand awareness. But the thing
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is, podcasts aren't there really for
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building brand awareness. They're there for building
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belief. They're there to be you
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in the room with them before you can physically
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get in the room with them. Look, if you want brand
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awareness, go make some TikToks, go pop some
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reels on Instagram, just shove some
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slop on LinkedIn. If you want trust,
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go make a podcast. So just how do you find your
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buying triggers then? Well, I'm glad you asked.
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Here's an exercise for you to carry out which will absolutely help
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you with this. First of all, listen back to your sales
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calls, read the transcripts, put them in
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ChatGPT and have a conversation with your GPT
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about your sales calls. Try and figure out the
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exact moment that a prospect says, yeah,
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that's our issue. That's the moment you know you
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have a successful buying trigger. So ask
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your best clients what was going wrong right
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before they decided to pull the trigger and work with you.
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Maybe scroll through your DMs and your inboxes. Look at those
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questions people ask you repeatedly. They're absolute gold.
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Great ideas for podcast episodes. In fact,
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use the exact questions as your episode titles.
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At this point, when you've got this working correctly,
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you're not creating content anymore. You are answering
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buying stage pain points out loud.
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You're addressing buying triggers.
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Let's have another crack at what this might sound like in practice.
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Say you're a B2B SaaS company. Instead of
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the future of Martech, try
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what happens when your CRM stops closing deals.
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Instead of AI and creativity, do
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the moment you realized automation just made your
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brand sound robotic. Each of those triggers
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a specific business pain that somebody is already in,
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and that's what gets your episode shared internally
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within teams, helping you close the
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sale. Get to the decision maker. Activate
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complete buy in. Forget the topics list.
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Stop trying so hard to sound smart. Yes,
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we know you know the thing that you talk about. You should.
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It's your thing. Stop trying to outsmart
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everybody else in your industry and instead
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try to sound relevant. Answer the questions
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they're not answering because they're too busy focusing on building their
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personal brands. They want to be seen as the go
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to thought leader on the topic in the industry.
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Every episode you put out, you're aiming to have
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the listener say in their own brain, yeah, they're
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talking about me right now. And that's the moment a podcast
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stops being content and starts becoming
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a buying accelerant. If you want to know whether your
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show is built around buying triggers or is just putting content
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out, or maybe just sticking around comfortable
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topics that are easy for you to get out there,
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let's let you what I do and the link to my training
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is in the episode description. I hope you found this
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particularly useful, and maybe it's activated one of your buying
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triggers, in which case, make sure you click that link in the
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description. If you did find it useful, feel free to share it with a
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colleague or peer in the industry, or any industry that you think
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might get something from the episode. Make sure you're following the podcast in your
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favorite podcasting app, and I will speak to you on the next episode of
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B2B podcasting insights. Until then, best of luck
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continuing your podcasting journey.