Why B2B Brands Should Launch Podcasts: Strategy, ROI & Content Insights

In this episode of the LAF B2B Influencer Podcast, we explore one of the fastest-growing formats in B2B communication: podcasts.

Hosted by Russell, this episode features Estelle Ducommun, CMO at Les Années Folles, who shares her perspective on how podcasts are becoming a strategic growth tool for B2B brands, not just a content format.

With real experience leading marketing and communication strategies, Estelle breaks down how brands should think about podcasts beyond visibility as a tool for thought leadership, trust-building, and long-term audience engagement.

In this episode, we discuss:

• Why podcasts are more effective than traditional content formats like blogs or social media for B2B

• How brands should choose podcast topics aligned with their communication strategy

• The real benefits and ROI of B2B podcasting

• Where podcasts sit in a broader content ecosystem (PR, social media, events, and thought leadership)

• How to repurpose podcast content effectively across multiple channels

• Practical lessons and unexpected insights from running a B2B podcast series

Estelle also shares concrete learnings from building and scaling podcast content within a B2B agency environment, including what actually works when it comes to audience engagement and content distribution.

This episode is essential for marketing leaders, B2B founders, and brand strategists who want to understand how podcasting can become a core pillar of modern B2B communication strategy.

🎧 Listen to discover how podcasts can transform the way B2B brands build authority, trust, and long-term influence.

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