4 ways HubSpot can help with your B2B marketing podcast

So, you’re planning to start a B2B podcast? I’m all ears (and eyes, if you’re planning to film it too). It’s a smart move; B2B podcast production is growing fast, mostly because people are seeking on-demand content that digs that little bit deeper into a niche, highly-specific topic.

If you’re already using HubSpot as your CRM platform, the good news is you’re in a great starting position, as the platform has a bunch of built-in tools that can really help amplify the reach and results of your show.

Let’s get right into it. Here are four HubSpot tools that will make running your new B2B podcast a whole lot easier.

1. Use Marketing Hub to convert listeners into contacts

Rather than hoping a listener will subscribe to your podcast and might remember your brand name, HubSpot’s Marketing Hub offers a few built-in tools to capture them as contacts.

First, you can use HubSpot’s drag-and-drop editor or CMS Hub to build a base for your show. This gives you a single link that you can direct people to at the end of each episode.

Next, you can embed a HubSpot form on that page to collect email addresses in exchange for things that your listeners might want, such as episode transcripts, deep-dive show notes or exclusive bonus content.

There’s also the option to use Marketing Hub to set up a subtle pop-up form to appear on your main website. When a prospect is browsing your services, a quick message will let them know you’ve got a podcast that just so happens to be related to the service they’re researching.

2. Keep your fans engaged with considered comms

Okay, so you’ve hit ‘publish’ on that new episode. Instead of twiddling your thumbs staring at the analytics page, call in the HubSpot cavalry to help get your podcast content out there.

First things first, set up a HubSpot workflow that triggers a beautifully-designed notification email, which goes out the exact moment a new episode goes live. This saves you a job, while making sure your listeners get their podcast fix, without fail.

Once the basics are up-and-running, it’s time to think about how you might use HubSpot Lists to segment your audience by interests. Let’s be honest, not every single subscriber will want to hear about every single topic. This tool makes sure you only send the technical episodes to the tech folks, the big-picture interviews for the C-suite, and so on. Basically, the right episode reaches the right people.

If you notice a listener is enjoying a particular subject matter, use it to your advantage; include them in a gentle email nurture journey that follows up a few days later with a couple of older, related episodes they might have missed. It’s a low-effort way to show that you’re listening to them, too.

3. Promote your podcast like a pro

When a new episode arrives, no marketer has the time to log into every social platform and post on each channel individually. Instead, use HubSpot’s Social Media tool (which also sits inside Marketing Hub) to draft and schedule episode announcements across LinkedIn, Facebook, Instagram and X, all at the same time.

And what’s more, because everything lives in your CRM, HubSpot’s analytics can then show you which social posts drove people to click and listen, so you can learn what drove results for future social strategies; a win-win.

4. Prove your podcast is a hit (both creatively and commercially)

Compelling conversations and fascinating insights are great, but eventually someone in finance is going to ask you, ‘What business is this actually bringing in?’ Instead of sweating and saying something vague about ‘brand vibes’, HubSpot can help you point directly to data-backed evidence for signs of success.

Start by using HubSpot to build a custom dashboard that pulls all your stats into one place. In a single glance, you’ll be able to track landing page conversions, email open rates and subscriber growth over time.

Then, use unique tracking links (UTM parameters) to attribute leads and contacts to specific episodes. If a listener hears a call-to-action on, say, episode 5, then goes to your website to download a piece of exclusive content, and signs a contract three months later, HubSpot will literally map out that journey and show that your podcast helped close the deal. This way, you’ve got the proof you need that your B2B podcast is doing its job, both creatively and commercially.

Time to hit record on your B2B marketing podcasts

There you have it; four ways HubSpot can help with your B2B podcast. By letting the platform capture your listener sign-ups, automate your email distribution, schedule your social media promotion, and track the ultimate commercial impact on your bottom line, you can make sure your show is hitting its mark.

Now, it’s time to test the mic, cue up your HubSpot dashboard, and go find your audience. They’re out there waiting for you.