13 Podcast Tips To Boost Your B2B SaaS Lead Generation

Picture of Rishabh Pugalia
Rishabh Pugalia

June 12, 2024


Is your B2B SaaS business looking to increase your prospecting success? A well-performing podcast dedicated to B2B SaaS can greatly improve your prospecting outcomes.

Podcasting is a new form of media, and it’s growing in popularity. It’s comfortable to listen to, in that you have unlimited time to listen, and it gives you time to digest the information.

Creating and marketing a successful B2B SaaS podcast is not as difficult as you may think.

In this guide, we provide thirteen tips to assist you with your podcast ambitions.

    Add a header to begin generating the table of contents

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    A dozen tips for a successful B2B SaaS podcasts

    Your audience is the key to your success as a podcaster. So whatever you do, you should keep this point in mind that they will respond best to the most relevant to their businesses.

    Let us see how we can do that:

    Tip 1: Choose a topic that resonates with your audience

    Picking the right topic is important to create entertaining and informative podcasts that promote your brand and help prospects learn more about what interests your audience.

    For example, if you run a B2B SaaS company, discussing SaaS trends would be a great way to draw in listeners.

    Creating a podcast episode that caters to their interests and concerns will help you to stay connected with your listeners. It will also help you to come up with ideas for interesting and insightful content.

    For example, what SaaS topics would you pick for your podcast that are both informative and entertaining?

    Here are some example topics: How does the SaaS model work; how to start a SaaS company; how did a company like Salesforce make it big; and so on.

    Example: A B2B SaaS podcast (and the transcript) featuring Tarek Slimani, Director of Customer Experience, Uizard and Rishabh Bhandari, CEO, Content Beta

    Making a video for B2B & SaaS products needs a different mindset.

    Tip 2: Do your research

    One of the initial steps in improving your B2B SaaS prospecting success is conducting thorough research. This includes investigating the market, understanding listener needs, and analyzing the latest trends.

    Listeners turn to B2B SaaS podcasts for smart, thoughtful, investigative stories. To give them that, the researcher has to put in some serious work.

    Researching something, whether it’s for a blog or a podcast, ensures that you’re providing your audience with accurate information and helps solidify your position as an expert in your field.

    Example: Think with Google Research Tool

    Before you start recording, make sure you have a clear idea of what you want to cover. This will help you stay focused and avoid wasting time on topics that are not relevant to your audience.

    • Make sure you know who your target market is and what they’re looking for. Then, craft your B2B SaaS podcast around those topics.
    • You need to know what your prospects are interested in and what they value. This can be found by doing some surveys or talking to current customers.

    Start with a short Introduction of your guests, your topic, and your overall mission for the podcast. Learn how to use interviewing techniques that will help you to learn more about their businesses and ask them the right questions.

    Tip 3: Establish a clear brand message

    Having a clear brand message is critical for any business. Without it, customers may be confused about what your business does and how it can benefit them.

    The same goes for your lead generation efforts – if you can’t clearly articulate what you offer and why it’s valuable, potential customers may be turned off.

    Your brand message should be clear and concise for potential listeners to understand and remember.

    Overall, creating a clear brand message is important for both your prospects and your own success in marketing yourself and your business.

    By focusing on values, messaging targeting, and creating a strong brand image, you can increase the chances that people will consider working with you and buying your product or service.

    Example: Hootsuite

    How can a B2B SaaS business establish a clear brand message?

    • Focus on what you stand for: What values do you believe in? What makes your business unique?
      Start sharing them with your audience to help customers understand why they should care about your company and what they can expect from working with you.
    • Use targeted messaging: This means tailoring your content specifically for different sections of the market (like women or millennials).
      Doing this will help you attract the right customers and convert more leads into sales.
    • Focus on values and messaging: Be clear about what your business can offer and what makes you different from your competition.
      Create a strong brand image so people know who you are and what you stand for. This will help ensure that people consider working with you when they have a need or want.

    Omer Khan, founder of SaaS Club and host of The SaaS Podcast, is a respected name in SaaS space. Catch him interviewing SaaS start-up founders and entrepreneurs:

    Tip 4: Create engaging content

    Producing interesting and entertaining content that will capture the attention of potential listeners is essential for maximizing your prospecting success.

    By including content that is interesting and relevant to your listeners, you will create a strong relationship with them and increase the likelihood of converting leads into customers.

    Example: A fun and enjoyable video from Ikea with over 2 million YouTube views:

    Your listeners will stay interested in your content if your content:

    • Uses compelling language and imagery to capture their attention.
    • Provides valuable insights and advice on B2B marketing topics.
    • Helps them become more knowledgeable and improve their own prospecting strategies.
    • Is relevant to your industry and audience.
    • Includes interviews with experts in your field, as this will help you provide valuable insights for your listeners.
    • Uses graphics and visual content such as infographics and graphs to help your listeners understand your points more easily.
    • Uses quality music that compliments your B2B SaaS podcast.
    • Includes questions that will help listeners learn more about you and your business.
    • Includes case studies, examples, or stories from customers or clients who have benefited from what you offer.

    Tip 5: Plan your episodes carefully

    Creating great content for your B2B Saas podcast is important, but it’s also important to plan your episodes carefully in order to maximize lead generation success by giving your audience the best content possible:

    • Focus each episode on a specific topic or topic area that you’re interested in. This will help you develop a consistent message and tone for your podcast, which will make it more likely that prospects will listen and take action after hearing it.
    • Create regular segments within your episodes. This will keep your listeners engaged and motivated, leading them to want to hear more about the topics you cover.
    • And finally, always include listener feedback at the end of each episode so that you can continue evolving and improving your content as it grows increasingly valuable to your audience.

    Learn the strategies behind the world’s fastest growing start-ups with Dave Rogenmoser in his B2B SaaS podcast Scale or die

    We know how to sell your story using your product UI

    Tip 6: Choose a podcast format that reflects your audience

    When choosing a podcast format, think about your audience and what type of content they will enjoy. It is important to find a format that is relevant to your business and speaks to your customers.

    Some popular formats include:

    Serialized podcasts: These podcasts follow a specific storyline or narrative, usually with regular episodes that build on each other. They can be great for businesses that have a lot of information to share, as listeners can get caught up in the storyline and learn more about the topic.

    Example: Here is a SaaS podcast from The SaaS Venture:

    Q&A podcasts: This podcast style is great for businesses looking to have interesting conversations with their customers. Q&A podcasts allow businesses to ask questions and receive feedback from their audience in a fun and informal setting.

    Tool reviews: If you offer tools or services that people might want to use, then a tool review podcast could be a great way to reach out and connect with potential customers. These shows focus on reviewing different products or services in depth so that listeners can make an informed decision about whether they should invest in them.

    Your audience will be more likely to listen if your B2B SaaS podcast format is friendly and approachable. Choose a format that will encourage them to keep coming back.

    Tip 7: Be patient, consistent, and persistent

    Prospecting can be a time-consuming process, but it’s important to stay focused and not give up easily. When you consider the technology involved and the content production, you could say B2B SaaS podcasting requires patience, persistence, and consistency.

    • Be persistent: Podcasting is ever changing and can be a daunting process for new podcasters. Many podcasters simply give up after the first few months because it feels like they aren’t growing their SaaS podcast in a positive direction, or they feel like no one listens.
    • Be patient: If you stay positive and continue to reach out to potential customers, you’ll eventually find the right ones who are interested in what you have to offer. However, being patient and sticking to your podcasting goals is important.
    • Be consistent: If you want listeners to take notice of your SaaS podcast, you need to keep producing new episodes consistently. This means staying current with the latest trends and topics in your field, as well as staying true to the style and tone of your show overall.

    Example: Here is a podcast on how to grow and scale SaaS businesses

    Tip 8: Be clear and concise

    Your podcast should be easy to listen to and easy to understand. Make sure all your content is well-organized and easy to follow.

    Being clear and concise will help your listeners understand what you are saying, and it will also help them stay focused on the topic at hand.

    A well-produced B2B SaaS podcast is not only easy to listen to but it can help you connect with more people and increase your chances of landing a lead or meeting a client.

    Another key element to maximizing your prospecting success is keeping your messages short and sweet. Don’t ramble on about how great your product or service is; instead, focus on how you can help your prospect achieve their goals.

    • Have a clear and concise message that you are trying to communicate to your audience.
    • Schedule regular episode releases so that your listeners can stay up-to-date on what is happening with your business.
    • Finally, be sure to use effective audio production techniques to ensure that your podcast sounds crisp and interesting.

    The Startup Chat, hosted by Steli Efti and Hiten Shah offers useful tips for start-ups.

    Tip 9: Use appropriate podcast tools

    The use of the right tools can help improve your SaaS lead generation success because your listeners will appreciate a B2B SaaS podcast with informative and persuasive content that also makes your show look and sound great.

    • Use search engine optimization tools to optimize your podcast’s visibility and reach.
    • Use a good audio editing software to make your show sound professional and polished.
    • Use the appropriate format to produce the podcast.

    Example: The Audacity podcast is a good resource to learn about podcast tools:

    Tip 10: Promote your episodes

    There are several ways to promote your B2B SaaS podcast to increase the visibility of your podcast and help you attract new listeners:

    • Networking is key to success as a B2B SaaS podcaster. Make sure to promote your episode on social media and other online platforms.
    • Utilize social media platforms such as Twitter, LinkedIn, and Facebook to share links to your episodes. They allow you to track feedback directly from potential customers.
    • Reach out to influencers and bloggers who may be interested in discussing your episode.
    • Give away free copies of the episode to potential customers or clients.
    • Use website banners, audio and video ads, and paid ads.

    Example: Here is a video that tells you how to plan your podcast episodes:

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Tip 11: Provide useful resources

    Providing useful resources and links is another way to elevate your prospecting success and offer valuable insights to your listeners. Always include links to helpful resources and additional information at the end of your B2B SaaS podcast.

    You can also improve the visibility of your B2B SaaS podcast by offering:

    • Learning resources: Include links to tutorials and learning sections on your website in the show notes. When someone visits your website, they may make a purchase or sign up for a newsletter.
    • Discounts and coupons: When your B2B SaaS podcast starts commanding a large following, offer discounts and coupons.
    • Topic guidance: Share blogs, whitepapers, case studies, and other resources that you think would be of interest to your audience.

    Example: Watch and read the transcript of the podcast about educating customers, featuring Carly Kroll, Marketing Director Americas, OverIT.

    Making a video for B2B & SaaS products needs a different mindset.

    Tip 12: Update your podcast

    Why should you keep your podcast fresh to keep your audience interested, attract new listeners, and increase prospecting success overall? There are several reasons:

    • B2B SaaS podcast space is getting more competitive because big players are investing heavily in podcasting.
    • There is a wealth of choices available to SaaS professionals. So, make it interesting for them by sharing insights and lessons learned from your past successes or failures.
    • Provide listeners with new content regularly to keep them engaged and interested. Focus on topics that are relevant to your industry and target audience.
    • Include new content, interviews, and case studies that will help you stay ahead of the curve in your industry.

    Example: The HubSpot Podcast Network is an example of a big player that always keeps its content fresh:

    We know how to sell your story using your product UI

    Bonus tip: Best practices checklist

    Here is a concise checklist that summarizes the main points discussed so far.

    1. Learn from leading podcasters

    Watch and learn how the best podcasters in the business do it. Examples: The Tim Ferriss Show, The SaaS Venture, and others.

    2. Use expert guests

    By featuring guest experts who can share valuable insights on topics related to your industry, you’ll create a more authoritative platform from which to preach. This will make your content more credible and likely to be listened to attentively because it will provide your audience with additional information and perspectives that they may not have been able to find on their own.

    3. Develop strong interviewing skills

    • Be interactive: Your listeners are likely interested in hearing your thoughts and opinions on various topics. Offer your thoughts on these topics in your podcast episodes.
    • Be personal and engaging: Show them that you understand their struggles and that you’re a credible source of information.

    4. Offer value and convenience

    If they can find value in what you have to say, they’re more likely to listen. And, if they have a need that you can help them meet, they’ll be even more likely to listen.

    5. Establish a clear mission and purpose

    This will help you define why your listeners should tune in, and it will also help you focus on topics that are relevant to their businesses.

    Choose a niche that is relevant to your audience. By focusing on topics that are important to your listeners, you will likely generate more leads and increase your chances of success.

    6. Offer quality content

    Provide valuable insights into the industry that you’re covering along with the latest trends and developments in the B2B SaaS market.

    7. Value your audience

    This should perhaps be your top priority and should be given the importance it deserves by:

    • Include plenty of listener questions in each episode to enable you and your guests to address listener concerns directly.
    • Always be willing to offer practical advice or tips to listeners based on what they’ve just heard in an episode.


    Let us recap how to make your B2B SaaS podcast more successful.

    • First, focus on providing valuable and interesting content to attract listeners who are looking for information on the latest trends in business software.
    • Second, promote your podcast on social media platforms such as Twitter and Facebook. This will help it reach a wider audience and increase prospecting success.
    • Finally, answer listeners’ every question about your business, content, or software in each episode, as this can provide valuable feedback that you can use in future episodes.

    Finally, your podcast should always provide listeners with the most up-to-date information.

    Frequently Asked Questions (FAQs)

    Audio quality is everything for a podcast so make sure you have good quality microphones, headphones, recording and mixing software. An audio hosting service like Anchor from Spotify helps you create, distribute, and even monetize your podcast.

    There are several tools that provide various functionality to create podcasts. Neil Patel’s blog lists digital audio workstations Audacity and Adobe Audition. To host, distribute, share, and track your podcast Neil recommends Buzzsprout.

    A majority of the podcasts are audio-only. The video being a versatile medium can be used to create a podcast, depending on the use case and what the podcast aims to achieve.

    Here is a video podcast that is one of the most popular podcasts in the world:

    Customers tend to trust the personal opinion of a fellow client more than the company’s advertisement of its own product. Positive testimonial videos therefore add more weight to the benefits of the SaaS.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    "Fast turnaround" "Easy to work"

    Content Beta