# 42 - Most B2B podcasts plateau or quietly fade out. The difference between shows that stall and shows that build pipeline often comes down to three strategic decisions made before you ever hit record.
Tom Hunt, CEO of Fame and one of the most experienced B2B podcast strategists in the space, joins the show to break down what actually separates the top-performing B2B podcasts from everyone else. After six years of building and running shows for B2B companies, Tom has seen the patterns — and the mistakes — up close.
In this conversation, we cover:
Why most B2B podcasts aren’t niche enough — and what Tom calls the "edge" that makes listeners tell their friends about your show
How to use your guest strategy to show ROI to your CFO within the first six months
The three roles every podcast needs (and what it actually costs to run a show)
Growth tactics that work: vertical video snippets, best-of list placements for LLM discoverability, and podcast SEO basics
Why Tom believes a podcast should be the last channel you launch — not the first
The green flags that signal your podcast is working (and when to double down)
A real case study: how Fame grew CFO Weekly into a relationship engine for their client
About Tom Hunt: Tom is the CEO of Fame, a leading B2B podcast agency that has spent six years helping companies turn their podcasts into pipeline and relationship engines. He previously built Famer.AI, an AI tool for podcast post-production, and hosts Confessions of a B2B Entrepreneur. Connect with Tom on LinkedIn.
Timestamps:
(00:00) Introduction
(02:47) Tom’s journey from management consulting to B2B podcast agency
(07:56) How the B2B podcasting landscape has evolved
(10:26) The 3 reasons B2B podcasts fail: positioning, guest strategy, and consistency
(14:50) What the top-performing podcast clients do differently
(18:45) Guest strategy vs. building your own show
(20:42) Investment, green flags, and proving ROI in the first six months
(24:24) How AI is changing podcast production
(26:17) Video-first strategy and YouTube for podcast growth
(27:26) Growth playbook: snippets, best-of lists, and podcast SEO
(32:50) Case study: CFO Weekly as a B2B relationship engine
(35:07) Tom’s advice: why a podcast should be the last thing you launch
If this episode helped you think differently about B2B podcasting as a growth channel, share it with a fellow marketing leader who’s considering the investment. And if you haven’t yet, follow Growth Activated wherever you listen so you never miss an episode.
Let’s Keep the Conversation Going! Loved this episode? Connect with me for more insights on B2B marketing leadership and strategies to grow your business.
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