In science, technology, and healthcare marketing, there’s one question I hear more and more:
“Do B2B podcasts actually work?”
You’re already juggling webinars, events, email, video, social, and SEO… adding a podcast can feel like “just one more channel” competing for time and budget.
But here’s the shift: Your buyers aren’t just looking for information anymore, they’re looking for people and perspectives they can trust. That’s where podcasts come in.
Life Science Marketing Radio is one example of how technical brands are using podcasts to build authority and connect with scientific audiences on their terms.
For science, healthcare, and tech marketers, podcasts can be a powerful way to humanise complex stories, build real relationships, and stay part of your audience’s week, even when they’re nowhere near a screen.
In this blog, we’ll explore whether podcasts really work in B2B marketing, why they’re such a good fit for technical sectors, and what “good” looks like in practice.
What Makes Podcasts Different in B2B?
Podcasts aren’t just “another content format”. They behave differently from almost everything else in your marketing mix:
Longer attention - Listener surveys show that many podcast subscribers stay with episodes for most or all of their duration, giving brands significantly longer engagement time than they’d typically see with other digital channels.On-the-go consumption - Your audience can listen while commuting, in the lab, between clinics, on flights, at the gym, or while doing admin. You’re no longer fighting for screen time; you’re fitting into their real life.Intimacy and trust - A voice in your ear for 20–40 minutes at a time feels more like a relationship than a campaign. Over time, hosts become familiar, trusted guides, not just brand mouthpieces.Depth over noise - Podcasts allow you to tackle complex subjects in a way that’s nuanced, conversational, and human.
VIDEO
The Science Marketer podcast demonstrates this depth approach—tackling complex marketing challenges facing scientific organizations in focused, conversational episodes..
For B2B brands with complex products and long buying cycles, that combination is unusually powerful.
So… Do Podcasts Work in B2B Marketing?
Short answer: yes, when they’re treated as a strategic channel, not a side project.
Podcasts in B2B work best when they’re designed to do at least one of these jobs:
Build thought leadership and trust. Share real expertise, not just marketing messages. Interview customers, researchers, clinicians, engineers, and internal subject-matter experts. Over time, your brand becomes associated with useful, credible insight, not just product promotion.Warm up and move leads through the funnel. Some organisations now use “account-based podcasting”: inviting target accounts as guests, then nurturing those relationships. Done well, it’s essentially high-value networking wrapped in content.Support partner and ecosystem growth. By collaborating with strategic partners on podcast episodes, you strengthen relationships and create co-branded collateral that both sides can share. Those shared conversations help you tap into each other’s audiences, grow your brand network, and position your company as a connected part of the wider ecosystem.Fuel your entire content engine . One good 30-minute conversation can become a blog, a social media post, a youtube short, email content, slides etc.
When you plan for that from the start, podcasting stops being “extra work” and becomes a content multiplier.
Why Podcasts Are Especially Powerful in Science, Healthcare & Tech
Your world is different. You sell to people who care deeply about accuracy, evidence, and detail, and who are often short on time.
They Make Complexity Simple
White papers and spec sheets are great, but they rarely capture the why behind the work.
Walk through mechanisms, workflows, or methods conversationally
Discuss the story behind an innovation, not just the features
Share opinions, debates, and lessons learned (the things that don’t fit into a datasheet)
This kind of context often makes the difference between “interesting” and “we should talk to them.”
They Help You Humanise Technical Brands
In science, healthcare, and tech, brands can feel abstract and faceless. Podcasts let you introduce the people behind the logo.
'The Rest is Science' shows how scientific podcasts can make complex research accessible while maintaining credibility—putting real voices and real passion behind the science.
Hearing real voices talk about real challenges and real patients or users builds an emotional connection that product pages and PowerPoints simply can’t match.
They Support Education
Your audience cares about lifelong learning:
Scientists keeping up with new techniques
Clinicians tracking evolving guidelines and evidence
Engineers following new standards or technologies
Podcasts are a flexible way to support that ongoing education by offering:
“Lighter lift” learning that fits into busy schedules
Recaps of conferences, papers, or panels
Perspectives from peers in similar roles and disciplines
B2B Podcast Best Practices
If you’re considering a podcast for your science, tech or healthcare brand, here are some principles we recommend.
Start With Strategy, Not Software
Before you buy a mic, define:
Audience: Who exactly is this for? (Roles, sectors, regions)
Purpose: Are you optimising for brand, relationships, education, demand, or a mix?
Point of view: What do you want to be known for?
Success measures: Relationships started or deepened, Opportunities influenced, Content reuse and engagement.
Downloads alone rarely tell the whole story in B2B.
Design the Right Format for Your Buyers
Consider how your ideal listener thinks and learns.
VIDEO
Our Pittcon podcast series demonstrates the 'event-linked' format—capturing expert conversations from one of analytical science's biggest conferences and extending that value to audiences who couldn't attend.
Some proven formats for technical and scientific audiences:
Expert interviews – Researchers, clinicians, engineers, customers, partners
Panel discussions – Roundtables on a specific theme (e.g. AI in radiology, sustainability in labs)
Case-story breakdowns – Deep dives into one implementation, study, or project
“Explain it to…” episodes – Simplifying emerging tech or science for cross-functional stakeholders.
Aim for 20–35 minutes so it fits into a commute, walk, or lab shift.
Choose the Right Host
With podcasts, the host matters as much as the format.
Genuinely curious
Comfortable asking “basic” questions
Able to bridge technical depth and clear language
Consistent and committed
This could be someone in marketing, product, medical, R&D, leadership, or a rotating pairing. Over time, they often become a recognisable face (or voice) of your brand.
Plan for Repurposing From Day One
To make the most of your investment, build repurposing into the workflow:
A written blog or article
Key-quote graphics and audiograms for social
A short summary video for LinkedIn or YouTube
Email snippets for newsletters or nurture flows
Snippets for sales decks or landing pages
See repurposing in action: AZoShorts takes key moments from longer-form content and transforms them into snackable video clips optimized for social engagement.
In science and tech, this also means linking out to:
Papers and data sheets
Posters and conference sessions
Product pages, resources, or tools mentioned in the episode
Your podcast becomes a content backbone rather than a stand-alone project.
Don’t Ignore Video
While audio will always be the core of podcasting, many business audiences now expect video options too:
Recording remote interviews on video lets you publish to YouTube, Spotify and more.
Short visual clips perform well on LinkedIn for thought leadership
Some listeners simply prefer to “watch” podcasts at their desk
You don’t need a TV studio. Clean audio, good lighting, and a clear visual brand are often enough.
Where Podcasts Fit in Your Wider Marketing
For marketing managers in science, tech, and healthcare, a good podcast doesn’t sit off to one side – it connects your existing channels.
A podcast can:
Anchor key themes and campaigns
Enhance event strategies: Use episodes to preview key topics before conferences, interview speakers or customers, and share post-event reflections or highlights with a wider audience.
Strengthen ABM and partner marketing: Invite strategic accounts and partners as guests, then use those episodes in outreach, follow-up, and co-marketing activity.
Feed always-on content streams: Turn each recording into a steady flow of posts, clips, emails, and resources that keep your brand visible between major campaigns.
Think of your podcast less as a standalone project and more as an always-on channel that quietly compounds trust across everything else you do.
How We Use Podcasts and How We Can Help You
At AZoNetwork, we don’t just talk about podcasting in theory; we use it ourselves to connect with scientific, technical, and healthcare audiences through real conversations with experts across our network.
We also produce podcasts for our clients, helping them bring specialist subjects to life with professionally recorded episodes that build credibility, demonstrate thought leadership, and create reusable content for wider campaigns.
If you’d like to see what that looks like in practice, you can explore our Podcast Services
Whether you’re curious about starting your first show, levelling up an existing podcast, or simply exploring whether it’s the right channel for your audience, we’re here to help.
Ready to Find Out If Podcasting Fits Your Strategy?
If you’d like to explore how a podcast could support your marketing in science, technology, or healthcare:
Ask About Podcast Production
