Looking for a smarter way to connect with tech buyers? Podcast sponsorships might be your most overlooked opportunity.
In 2025, 89% of businesses use video as a marketing tool, which means the competition for attention on screens is more intense than ever. Meanwhile, 55% of the U.S. population listens to a podcast at least once a month—a massive, highly engaged audience that’s choosing to tune in on their terms.
Yet many B2B marketers still overlook podcasts as a serious channel for lead generation and brand awareness. That’s a missed opportunity.
Why podcasts work for B2B tech
Tech buyers are time-poor but knowledge-hungry. Podcasts offer them a flexible way to stay informed—while commuting, taking a break, or multitasking. Because listeners choose to tune in, your message reaches an audience that’s not just available but actively engaged.
That level of focus is rare. Studies show podcast listeners are more likely to recall messages and take action compared to traditional media. It’s brand awareness with staying power—and the ability to drive real results.
Reach AND relevance
Podcast sponsorships aren’t about broadcasting to the biggest audience. It’s about showing up in the right context, where your message aligns with what listeners care about.
Sponsoring a focused podcast or creating your own with performance marketing help—like one covering cloud security or enterprise tech—puts your brand in front of the exact people you’re trying to reach, at a moment when they’re tuned in and paying attention.
This kind of alignment builds trust quickly. It also signals that your brand is in step with how modern buyers consume information—making your offering feel more relevant, credible, and current.
More than a top-of-funnel play
Podcast sponsorship does more than build brand awareness—it can directly support lead generation. Branded episodes or expert interviews can be repurposed as downloadable content, giving you something valuable to gate or promote through lead capture forms.
Whether it’s a thought leadership series or a one-off conversation with an industry voice, podcast content is highly shareable and easy to repackage into campaigns that attract the right leads. Follow it up with smart nurture flows, and you turn listeners into pipeline.
Start reaching tech buyers who are actually listening
TI Marketing Solutions has helped B2B brands use podcast sponsorships to reach engaged decision-makers and create real impact. Now it’s your turn.
