Most branded B2B podcasts are dead within twelve months. Not because the format failed — because the strategy never existed. The brands that are still publishing, still growing, and still closing deals three years later made a different choice: they decided to build a show, not chase a cycle.
That distinction sounds obvious until you sit in the room where the podcast gets greenlit. An exec comes back from a conference energized. A competitor just launched a show. Someone sends around a trend piece about audio being
