The Beginner’s Guide to B2B Podcast Advertising

You want to try podcast advertising — but you don’t know where to start.

With thousands of shows, different buying models, and little guidance on targeting, it’s easy to end up on podcasts that don’t match your brand or reach the right buyers.

That’s why many B2B teams hesitate to invest.

The teams that succeed take a more deliberate approach. They choose podcasts intentionally, use custom audiences to improve targeting, and measure performance in ways that actually map to revenue.

In this eBook, you’ll learn:

• How podcast advertising works for B2B teams
• How to choose podcasts that align with your brand and ICP
• The difference between direct sponsorships and programmatic buys
• How custom, intent-driven audiences improve targeting
• How to measure podcast ads

If you’re exploring podcast advertising and want a practical starting point, this guide will help you get there faster — and avoid costly mistakes.