B2B marketing teams are at an inflection point.
Search is becoming more competitive and less predictable. Paid social costs continue to rise. And buyers are spending more time with content they actively choose — not ads they scroll past or block entirely.
As Intentsify EVP of Ad Solutions Chris Modzelewski predicts: “Search is under pressure from generative AI, and search dollars are starting to shift to other digital channels. Notably, paid social, audio, CTV, and digital out of home.”
Audio — and podcast advertising in particular — has emerged as a natural next step for B2B teams looking to diversify their channel mix. Podcasts offer something many digital channels no longer do: attention, trust, and time.
But for teams launching their first B2B audio campaign, the opportunity often comes with uncertainty.
Where do you start?
How do you choose the right shows?
What does targeting actually look like?
And how do you measure success without falling into the attribution trap?
This guide walks through the fundamentals of launching your first B2B audio advertising campaign — with clarity, realism, and a focus on outcomes that matter.
Why Audio Is Gaining Momentum in B2B Marketing
Podcast advertising works because it shows up in a fundamentally different moment than most digital ads.
Listeners don’t passively encounter podcasts. They opt in. They choose specific shows, hosts, and topics because they want to learn something relevant to their work. That intentionality matters in B2B.
Podcast hosts also play a critical role. Over time, they build trust with their audience. When a host introduces a brand or idea, it feels closer to a recommendation than an interruption.
For B2B marketers, this combination — attention, trust, and context — makes audio a powerful complement to channels like search, paid social, and display.
Step 1: Define the Role of Audio in Your Demand Strategy
Before choosing shows or writing ad copy, the most important step is deciding what role audio should play in your broader strategy.
Podcast advertising rarely works as a last-click conversion channel. Instead, it performs best when used to:
- Increase awareness with specific industries or roles
- Reinforce consideration among in-market accounts
- Support pipeline alongside performance channels
Teams that struggle with audio often treat it like display — expecting immediate conversions or trying to optimize solely around impressions and downloads.
Teams that succeed define success in terms of influence, not just response.
Step 2: Understand Your Buying Options
There are two primary ways to buy podcast advertising, and understanding the difference is key for first-time campaigns.
Direct Sponsorships
Direct sponsorships involve working directly with a podcast or network. These campaigns often include host-read ads, deeper integrations, and long-term placements.
Why teams choose sponsorships:
- Strong credibility through host delivery
- Deep alignment with a specific audience
- Higher engagement and recall
Tradeoffs:
- More coordination
- Less flexibility
- Higher cost per placement
Sponsorships are ideal when brand alignment and trust matter more than scale.
Programmatic Audio
Programmatic audio allows advertisers to access podcast inventory at scale through programmatic platforms that connect to major podcast networks.
Why teams choose programmatic:
- Ability to run across multiple shows
- More control over pacing and optimization
- Easier scaling and budget efficiency
Tradeoffs:
- Less personalization than host-read ads
- Requires thoughtful targeting and measurement
Many B2B teams start with programmatic audio to test the channel, then layer in sponsorships once they understand what resonates.
Step 3: Be Intentional About Targeting (Without Expecting Perfection)
One of the biggest misconceptions about podcast advertising is that targeting is either extremely precise or completely broad.
The reality sits in between.
Podcast advertising doesn’t offer deterministic job-title targeting like LinkedIn. But when paired with AI-powered intent data and custom audiences, it also doesn’t have to rely on guesswork.
Instead of targeting podcasts based solely on themes or popularity, leading B2B teams use AI and intent signals to build custom audiences tied to accounts and personas actively researching solutions like theirs. These intent-driven audiences can then be activated through programmatic audio buying, allowing campaigns to prioritize relevance and timing — not just reach.
Successful teams focus on:
- Selecting podcasts that align with their ICP and industry context
- Using AI-driven intent data to identify which accounts and buying signals are active
- Activating custom audiences programmatically to improve alignment with in-market buyers
Rather than trying to identify exactly who is listening to a given podcast, this approach uses verified buying signals to guide where and when ads are delivered. The result is more efficient spend, better audience alignment, and stronger support for demand generation.
Step 4: Choose the Right Ad Format and Placement
The way your message is delivered matters just as much as where it runs.
Host-Read Ads
Host-read ads feel conversational and credible. They often include personal context or examples, which makes them easier for listeners to trust.
Announcer-Read Ads
Announcer-read ads are more controlled and scalable. They’re well-suited for programmatic campaigns where consistency matters.
Pre-Roll, Mid-Roll, and Post-Roll
- Pre-roll ads build awareness but can be skipped
- Mid-roll ads typically see the highest engagement
- Post-roll ads are best used for reinforcement
For first-time campaigns, mid-roll placements often deliver the strongest balance of attention and flexibility.
Step 5: Write Ads That Sound Human
Audio ads don’t need to sound like commercials.
In fact, the best-performing B2B podcast ads often follow a simple structure:
1. A recognizable problem
2. A clear, outcome-focused solution
3. A straightforward CTA
Avoid cramming in features or jargon. The goal isn’t to explain everything — it’s to spark interest and make the next step easy.
Step 6: Measure Beyond Downloads and Last Click
Measurement is where many first-time audio campaigns fall apart.
Podcast ads rarely produce clean last-click attribution — especially in long B2B buying cycles. That doesn’t mean they’re unmeasurable. It means they require smarter metrics.
Effective teams use a mix of:
- Vanity URLs and dedicated landing pages
- Self-reported attribution
- Engagement and intent lift analysis
- Pipeline influence over time
Audio should be evaluated as part of a multi-touch journey, not a standalone conversion engine.
Start Small, But Start With the Right Framework
Launching your first B2B audio advertising campaign doesn’t require perfection.
It requires:
- Clear goals
- Thoughtful show selection
- Realistic expectations about targeting
- Measurement aligned to demand, not just reach
As budgets shift beyond search and into channels like audio, the teams that succeed won’t be the ones chasing novelty. They’ll be the ones approaching podcasts with intention, clarity, and a framework built for how buyers actually behave.
If you’re new to audio advertising, the most important step is simply starting. Check out Intentsify’s ad solutions to learn more.
Frequently Asked Questions About B2B Audio Advertising
Can I use intent data to target podcast ads?
Yes. Intent data can be used to build custom audiences based on accounts and personas actively researching solutions like yours. Those audiences can then be activated through programmatic audio platforms, helping align podcast ad delivery with real buying signals rather than broad assumptions.
What’s the difference between podcast sponsorships and programmatic audio?
Podcast sponsorships involve direct relationships with specific shows, often including host-read ads and deeper integration. Programmatic audio provides scalable access to podcast inventory across multiple shows and networks, with more flexibility for optimization and audience targeting. Many B2B teams use a mix of both.
Is podcast advertising only useful for brand awareness?
No. While podcasts are excellent for awareness, they can also support consideration and demand generation. When paired with intent data, thoughtful targeting, and the right measurement approach, podcast advertising can influence pipeline and revenue over time.
How should B2B teams measure podcast advertising performance?
Podcast performance shouldn’t be judged by last-click attribution alone. Common measurement approaches include vanity URLs, self-reported attribution, engagement and intent lift, and pipeline influence. The goal is to understand how podcast ads support buying decisions across a longer journey.
Is podcast advertising a good channel for first-time B2B advertisers?
Yes — especially when approached with clear goals and realistic expectations. Programmatic audio offers a flexible way to test podcasts at scale, while sponsorships provide deeper engagement with specific audiences. Starting with a clear framework helps avoid common mistakes.
