Thinking Outside the Box with B2B Podcasting

Podcasts are the channel for brands who want to get closer to their audience. But this only works when they make a show that the audience can’t resist, and that means standing out.  B2B marketers, in particular, have a tough job: they often are working in niche industries, trying to engage an audience with very specific needs. While working to get their expertise across, they tend to fall back on familiar formats: expert interviews or dry, salesy product-centric discussions. 

And because those formats are everywhere, they can feel like the only option.

It’s time to think outside the box in brand podcasting. Take creative leaps, experiment with storytelling, and push boundaries. This is how brands will find their place in this audio medium.

At the Brand Podcast Summit, we brought together leading companies like Atlassian, Red Hat, and Early Warning to share how they approach brand podcasts. They’re shaking up B2B podcasting with creative strategies, and a focus on audience-first content.

Here’s what we learned from them:

Creativity in B2B Podcasts Matters

Podcasts aren’t just about information; they’re about connection. It’s a chance to truly humanize your brand. Sure, B2B audiences may be professionals, but they’re also people navigating a world of fragmented attention. I’ve said it before: you need to think about the human on the other end of your marketing. We use the term business-to-business, but the person running that business? Is human just like you and me.

And as a person, with multiple interests, your podcast might be competing with their favorite TV series, music playlists, or news updates. To stand out, relevance isn’t enough—it also needs to be attention-grabbing.

This is why some brands are rethinking the ”traditional” way of producing podcasts. They’re borrowing storytelling techniques from entertainment and creators, and directing their efforts toward nurturing long-term relationships with their audiences.

Innovative B2B Podcasts

Atlassian’s Dual Approach to Podcasting

Atlassian, known for its collaboration tools, produces not one but two branded podcasts. They each take a very different approach but serve complementary goals.

1. Work Check: A debate-style show that pits two perspectives against each other on common workplace issues, like whether meeting-free days are productive or overrated. The format is conversational and fun, yet thought-provoking, encouraging the audience to reflect on their own practices. While Atlassian’s name is mentioned, the focus is on discussing universal workplace challenges and creating connection without heavy promotion.

2. Teamistry: Unlike Work Check, Teamistry takes on a narrative storytelling approach. Listeners get to hear the behind-the-scenes dynamics of teams that achieved incredible goals, such as life-saving efforts or major breakthroughs. The stories resonate emotionally, making them a hit. At the same time, it helps show teamwork and collaboration as core parts of Atlassian’s brand identity.

Both podcasts show how brands can tailor content to meet the needs of distinct target audiences while still staying true to their core message and values.

Red Hat’s Command Line Heroes

Red Hat, an open-source software company, breaks away from the norm with its award-winning podcast, Command Line Heroes. This narrative show focuses on true stories of tech innovations and the people behind them. From the history of programming languages to open-source heroes, the podcast speaks directly to software developers while being accessible enough for non-experts.

Red Hat avoids overly branded content. Instead, the show carries a light touch with mentions of the brand only at the opening and closing credits, leaving space for engaging storytelling. The podcast balances technical fluency with approachable narratives. Listeners don’t feel bogged down by jargon, and it opens it up to a more curious audience.

Feedback from listeners is what guides the show. They’ve evolved already thanks to audience surveys shedding light on what resonates most. The result? Millions of downloads, enthusiastic fan engagement, and significant brand lift.

Early Warning’s Nickel and Crime

Who says financial services content has to be boring? Nickel and Crime flips the script by stepping in with edutainment, and the hit genre of true crime. This podcast focuses on true crime stories about financial fraud. 

Episodes include scripted reenactments and immersive audio production making it an easy and fun listen. Tapping into the recent appeal of true crime podcasts, the show educates listeners about scams and fraud prevention without sounding overly corporate.

Though the subject matter is, of course, quite serious (and a little scary at times!), careful attention is given to avoid overly salacious details. Instead, the podcast balances compelling storytelling with practical advice. This creates a meaningful connection with its audience and establishes the brand as a leader in the field. 

Lessons Learned: What Makes These Podcasts Work?

1. Focus on Your Audience’s Needs

Each podcast connects with its audience by addressing their unique challenges and interests. For Atlassian, this means reflecting on teamwork. For Red Hat, it’s praising their own audience, positioning them as the real heroes, and sharing their stories. For Early Warning, it’s protecting consumers and businesses by exposing fraud tactics.

Think about what keeps your audience up at night. Your podcast should aim to address the questions, struggles, and curiosities they bring to their day.

2. Keep Branding Subtle

All three brands prioritize storytelling over self-promotion. Explicit company mentions are reserved for intros, outros, or occasional ads. They focus on topics that naturally align with brand values, so the audience associates those values with the company without feeling sold to.

3. Experiment and Evolve

Version one is rarely perfect, in all aspects of marketing and content. Podcasts are no different. All three companies shared how their first seasons were stepping stones, not final versions. Listener feedback and survey data play a big role in shaping future episodes and ensuring the content stays relevant.

Don’t be afraid to pivot. If the first approach doesn’t land, adjust. Audiences appreciate continuous improvement.

4. Use Engaging Formats

Unique structures—like debates, immersive narratives, or reenactments—bring fresh energy to the podcasting space. These formats encourage active listening and make episodes memorable.

Where B2B Podcasting Is Headed

The future of B2B podcasting is going to go where brand podcasters drive it, and where audiences follow. And audiences are only going to follow if we keep it human. No one actually wants to hear your ads every day. They want to hear from humans, and they want to feel a connection. 

Here’s what’s shaping up:

• More interactive elements: Brands may increasingly incorporate listener feedback, live events, or follow-up episodes addressing audience questions.

• Private podcasts: Private, subscriber-only podcasts could be a game-changer, especially for niche B2B audiences seeking exclusive insights or communities of interest.

• Broader experimentation: More brands will move beyond simple interviews to test formats that build deeper engagement.

Thinking Outside the Box - Summing it Up

B2B podcasting doesn’t have to be dull or predictable. The examples from Atlassian, Red Hat, and Early Warning just go to show us that taking creative risks pays off. By prioritizing storytelling, focusing on the audience, and experimenting with formats, you can create a show that audiences love. 

Your podcast is an opportunity to build lasting relationships. So, start simple, stay flexible, listen to feedback, and keep at it.