In this episode of B2B Marketing Methods, Terri Hoffman sits down with SpeakerBox Media Co-Founder and CEO Sarah Smith for a strategic conversation about how podcasting fits into modern B2B marketing strategy.

Together, they unpack why podcasting is no longer just an audio channel but a multimedia growth engine that supports SEO, AI search visibility, sales enablement, and long-term brand authority. Sarah shares her journey of building a B2B podcast agency from the ground up and explains why success in B2B isn’t about reaching millions—it’s about reaching the right decision-makers. You’ll also hear candid insights about attribution challenges, the rise of AI-powered search tools like ChatGPT and Gemini, and why building owned media platforms is becoming essential for brands that want sustainable growth.

This episode is a practical guide for B2B leaders who want to increase discoverability, align marketing with revenue, and build authority that compounds over time.

To learn more about Sarah Smith , connect with her on LinkedIn at:

https://www.linkedin.com/in/speakerboxsarah

Or, email her at:

sarah@speakerboxmedia.com

To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/

To connect with Marketing Refresh, visit: MarketingRefresh.com

What You’ll Learn in This Episode:

Why podcasting is evolving into a core B2B marketing strategy

How podcasts improve SEO performance and AI search visibility

Why B2B brands don’t need millions of listeners to drive revenue

How podcasting supports long sales cycles and multiple decision-makers

The difference between brand awareness and true sales enablement

Why attribution in B2B marketing is rarely straightforward

What “dark social” means and why it matters

How internal podcasts can strengthen company culture and recruiting

Why multimedia content increases discoverability across Google and YouTube

The importance of building owned media platforms in a decentralized digital landscape

Chapter Summary (Timestamps)

00:00 – Welcome to B2B Marketing Methods

00:28 – Meet Sarah Smith of SpeakerBox Media

08:30 – From DIY to Premium: Finding the Right Podcasting Model

16:00 – Common Objections to Podcasting (and How to Overcome Them)

24:30 – Podcasting as Sales Enablement & Business Development

33:30 – Measuring Podcast ROI, Brand Awareness & ‘Dark Social’

42:00 – Podcasting, SEO, LLMs & Building Owned Media Platforms

50:00 – Closing Thoughts & Where to Connect