How to start a B2B podcast that actually drives revenue

If you’re a SaaS founder or marketing lead wearing too many hats and chasing elusive MRR, I’ve got a content strategy that not only builds trust but also delivers real revenue: launching your own podcast.

At Rocket SaaS, we started the SaaS Marketing Weekly podcast with zero audio experience. Now, 50 episodes later, it’s helped us generate over £20,000 in monthly recurring revenue. Here’s how you can do the same, even if you’ve got no marketing team or big budget.

Why start a B2B podcast?

Let’s be clear – podcasting is a top-of-funnel play. It’s not about instant leads. It’s about building a brand people trust so that when they’re ready to buy, they come to you.

In our case, podcast listeners have gone on to watch our webinars, download gated content, and yes, book sales calls. It’s helped drive our best year of revenue growth to date.

There are two routes you can take with a B2B podcast:

1. Account-based marketing (ABM) – Invite your dream clients as guests. Build rapport, create content together, and eventually sell to them when the time is right.
2. Demand generation (our route) – Share value-rich solo episodes or interviews. You don’t mention your product directly. You build awareness, credibility, and trust at scale.

Step-by-step: How to launch a podcast for your SaaS brand

1. Name it like it’s not yours

Resist the urge to name your podcast after your company. The Rocket SaaS Podcast wouldn’t get half the listens of SaaS Marketing Weekly. Your name should feel helpful, not salesy. Use keywords your ICP is searching for. Bonus tip: ask ChatGPT to brainstorm ideas.

Once you’ve picked a name, grab the domain, spin up a basic landing page, and create a simple logo (tools like 99designs are great and affordable).

2. Define the topic (widen the net)

Your topic should overlap with the problem your SaaS solves – but not be so narrow that you run out of things to say.

For example, if you offer HR feedback software, don’t make a podcast about feedback forms. Talk about team culture, employee retention, and the future of work. You’ll attract a broader, relevant audience without sounding like a product demo.

3. Map out 25 episodes before you start

Avoid the panic of “What do I talk about this week?” Before you launch, brainstorm at least 25 episode ideas. Start with your top-performing blog posts, webinars, or newsletters. If you’ve got nothing, list 100 customer pain points on a whiteboard and you’ll find plenty.

Pro tip: Keep a running list of episode ideas in your Notes app or project management tool.

4. Solo vs guests? Start solo

Guest interviews are great – but they’re also time-consuming to coordinate, and many people get stuck there. Start with solo episodes. You’ll get faster, more confident, and it’s easier to edit.

Later, bring in guests with large audiences. Encourage them to share the episode. That’s how you break through plateaus and grow your listener base.

5. Gear and software – Keep it simple

• Mic: Blue Yeti (£100) or upgrade to Shure (£450)
• Camera: Sony ZV-1 or equivalent (~£500)
• Lighting: Natural light or Elgato ring lights
• Recording software: Riverside.fm (industry standard)
• Editing software: Riverside’s built-in tools or outsource to a freelancer

Start recording in your home office – fancy studios can come later.

6. Hosting and distribution

Upload your podcast to Buzzsprout. It pushes it out to Spotify, Apple Podcasts, and more. Add basic metadata (title, description, publish date) and you’re done.

Don’t forget to monitor your analytics. Buzzsprout has excellent support if you get stuck.

7. Repurpose every episode into 5+ pieces of content

This is where the magic happens.

Each episode gives you:

• A blog post (like this one)
• LinkedIn posts (especially clips if you recorded video)
• A newsletter
• Webinar slides
• Snippets for paid ads
• Potential eBook content

Tools like Visla or Descript help you quickly turn audio into short videos with subtitles – perfect for social.

Tips to maximise your podcast’s ROI

• Create a retargeting funnel: Push podcast listeners to gated content like webinars or scorecards.
• Use it as a sales nurture tool: Send podcast episodes to warm leads instead of another “just checking in” email.
• Batch record and schedule: Avoid stress by recording multiple episodes in one go and scheduling them out.
• Track revenue influence, not just downloads: Ask leads how they heard about you. You’ll be surprised how often they say “your podcast”.

Final thought: the best time to start was a year ago – the second best time is today

We waited years to start a podcast. We thought it would be hard. It wasn’t. And now it’s become one of the most valuable assets in our marketing mix.

If you’re running a SaaS business and want to build trust at scale, stop overthinking and start recording.

And if you want help with launching your podcast or creating a content engine around it, Rocket SaaS can do all the hard stuff for you – editing, distribution, repurposing, and promotion.

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By Ryan James

Founder of Rocket SaaS