If your B2B podcast was working, your sales calls would sound different. Most B2B podcasts are easy to listen to. They’re consistent. Polished. Well-intentioned. And yet… nothing changes. Prospects still ask basic questions. Sales calls still start from scratch. And the podcast quietly sits there, passing time. I’m Neal Veglio, and in this episode of B2B Podcasting Insights, I’m unpacking why that happens — and what it looks like when a podcast actually earns its place in the buying process. In this episode, I cover: Why podcasts that feel “safe” rarely influence decisions The difference between being listened to and being remembered Why internal praise is often a warning sign, not a win How effective podcasts equip buyers for internal conversations A simple question to tell whether your sales calls should sound different by now There’s also a practical segment on guest interviews, including advice shared with Susan Walsh, founder of The Classification Guru, on how to use guests without losing strategic control. If someone could binge your show for months and still ask “so… what do you actually do?”, this episode will help you understand why — and what needs to change. Useful links Podknows Website: https://podknows.co.uk B2B Podcast Growth Diagnostic: https://podknows.co.uk/diagnostic Podcast audits: https://podknows.co.uk/audits Guest mentioned: Susan Walsh — The Classification Guru https://www.theclassificationguru.com/ Timestamped summary 00:00 If your podcast was working, your sales calls would sound different 01:10 Why most B2B podcasts don’t influence anything 03:00 The real risk your buyer is trying to manage 05:20 Why neutrality kills decision-making 07:40 Internal praise as a red flag 10:10 Building a podcast that shows up in buying conversations 12:30 Using guests without losing focus 15:10 The sales call test 16:40 How to find out if your podcast is actually doing its job