Podcast Pitch: Best Way To Get B2B Leads In 2024

How to attract new leads?

Especially when it comes to Millennials and Gen Z. Engaging with them can be a bit tricky since their interests are always changing, and they tend to have shorter attention spans. 

The question then becomes: How do you grab their attention without seeming overly pushy or salesy, all while keeping an eye on your marketing budget? Here’s a suggestion: Give podcasting a shot!

Using podcasts to generate leads and boost sales is a hot trend, no matter whether you’re running a big corporation or a small startup. An astonishing 81% of podcasts regularly host guest appearances, opening a world of possibilities for your PR and marketing teams. 

But here’s the scoop: to secure a coveted spot on a relevant podcast, you need to polish up your podcast pitching skills!

Before you start breaking a sweat at the thought of writing a podcast pitch, we’ve got you covered with a step-by-step podcast checklist and podcast pitch templates that will have hosts eager to hear more.

Can podcast pitching truly generate leads?

Absolutely.

While social media giants like Instagram, YouTube, and TikTok are powerful tools for promoting products and keeping people updated, podcasts have carved out their own significant niche. Over the past 5+ years, podcast engagement has soared, with listening time doubling—a testament to their growing influence.

Fast forward to 2023, with an audience of 464.7 million podcast listeners worldwide and projections pointing to an increase to approximately 504.9 million by the end of 2024, podcasts are not just rising; they are thriving.

Listeners are drawn to podcasts for various reasons: 74% for the opportunity to learn new things. 71% for entertainment, and 60% for staying informed about their favorite topics. 

Millennials see podcasts as a tool for productivity, while Gen Z finds a sense of community and connection. It’s fascinating how different generations find their own unique value in these audio gems! 

Leading the pack in podcast consumption? That would be Gen Z, whose engagement rates are more than double those of other demographics, according to insights from Spotify.

Alright, let’s leave the stats behind for a moment and dive into the craft of podcast pitching: 

Impress leads with your expertise!

By generously sharing your industry knowledge, offering helpful tips and tricks, or providing solutions to common challenges, you can establish yourself as a respected authority in your field. Here’s a fact: Podcast listeners tend to find hosts 86% more trustworthy and 89% more authentic. 

Source leads from niche audiences

When you pitch yourself or your company as a guest on podcasts that align with your niche, you’re speaking directly to an audience that’s already eager to hear about what you bring to the table in your industry.

Generate leads through engagement

Podcasting is not just a platform; it’s a conversation. When you join in on these conversations with podcast hosts and their listeners, you’re not just talking – you’re building connections that might turn into partnerships, collaborations, or direct sales opportunities. Remember, it’s about the bonds as much as it is about the business.

Pro tip! Keep a close watch on feedback, especially from those asking questions or sharing thoughts about your podcast on social media.

🎬Possible scenario: Imagine the podcast you’ve been a guest on ignited a buzz on social media. Those engaged comments? Potential leads! How about taking a moment to look up their emails and update your lead database? 

Tools like Snov.io’s Email Finder can assist you in hunting down online email addresses. All you need is your prospect’s name and the company they work for, and you’ll get a valid email address in just a matter of seconds, free of charge!

Multiply leads with calls to action

Many podcasts give their guests a chance to add a call to action in the middle or towards the end of the episode. It’s your golden opportunity to invite listeners to visit your website, join your newsletter, or grab an exclusive offer – all of which can help you connect with new leads and boost your sales!

Note: 66% of podcast listeners discover new products through ads, with 51% actually making purchases based on the recommendations of the podcast producer.

Acquire leads with better SEO rankings

Most podcasts come with show notes on their websites, and when you’re a guest, you usually get to add links to your website and social media profiles there. It’s a fantastic way to boost your online presence and make yourself more discoverable on search engines! 

Track leads using analytics

By tracking subscribers, likes, and comments on podcasts featuring you, you can gather valuable insights to fine-tune your marketing strategy and improve your offerings. 

Note: More than half of marketers (51%) have already woven podcasts into their marketing playbook!

Now that you’re fully on board with the idea of grabbing those new leads through podcast pitching, let’s jump right into the technical details!

How to approach podcast pitching?

Podcast pitching is quite similar to pitching in other forms of media, but there’s one specific key aspect to consider: It’s not just a blatant promotion of your product unless, of course, you’re advertising it.

Instead, the art of pitching a podcast revolves around crafting a captivating storyline and talking points that align with the podcast’s audience’s interests. 

To keep it real, you can either:

📜Engage with storytelling. Take a moment to reflect on the challenges or obstacles you triumphed over along the way. Consider what aspects of your journey could serve as a source of inspiration for fellow entrepreneurs or customers.

💎Add value. Sprinkle some current events into the conversation and showcase the person you’re pitching as the go-to expert on the topic, making the audience’s experience even more enjoyable with real-life insights!

Note: 22% of podcasters rely solely on topics introduced through pitches. So, let your topic be steeped in current events, research, or burning issues rather than being chosen randomly.

After you’ve nailed down the format, take a moment to ask yourself a few questions:

What’s my goal when pitching a podcast?

Some common goals might include promoting a product, boosting brand visibility, gaining valuable backlinks, or fostering connections with the media. Think about what resonates with you.

Here’s an example. Imagine owning an eco-friendly home products business, eager to pitch your product manager as a guest on the podcast ‘Sustainable Living Tips.’ To build backlinks, let the host know your manager might mention:

• Your website. Listeners are welcome to discover your product lineup and eco-friendly efforts. Kindly request the podcast host to include a clickable link to your website in the show notes.
• Your blog posts. You’ve just put out some fantastic blog posts about sustainable living and eco-friendly home products, so feel free to mention them as handy references.
• Your social media. Feel free to invite your listeners to connect with you on social media for updates.
• Your newsletter sign-ups. If your audience is eager to stay in the loop and grab some special deals, request the host to add a link to your newsletter sign-up page.

Pro tip! Once you begin receiving your first newsletter sign-ups, don’t wait! Send out the podcast’s key highlights and set up a schedule to regularly share valuable content. To make things even easier and more efficient, you can automate the entire process with Snov.io’s cold email software.

Is my podcast pitch well-researched?

Your podcast pitch is your chance to make a great first impression on a potential host. Show them you’ve done your homework and understand why you’re reaching out. 

• Know your audience. Take a moment to think about what your audience enjoys listening to. An effective way to get this info is simply asking them for their recommendations. Engage in conversations with your current customers or create a poll on LinkedIn to gather their insights.
• Know yourself. When pondering how to write a podcast pitch, listen to some podcasts yourself! Discovering which podcasts resonate with you will naturally guide your pitches to the right hosts and shows, much like finding the perfect business partner.
• Keep tabs on past guests and topics. Mentioning them in your pitch isn’t just name-dropping; it’s showing you’re already part of the podcast’s extended community. It also gives you an idea of the kind of visibility you can expect for yourself.

Pro tip! Knowing the show’s past topics can help you pitch your unique angle in a way that complements their content. It’s about blending your perspective with their narrative to stand out.

Am I realistic about my podcast pitching?

Securing a guest spot on a high-profile podcast with millions of listeners can be as competitive as landing a feature in a top-tier newspaper or TV show. 

If you’re not yet in the spotlight in the media world, consider this strategy. Start with smaller podcasts within your industry. Their listener may be fewer, but their engagement levels can be impressively high.

For a practical approach to finding suitable podcasts, try using podcast-focused platforms like Podcast Host or Podchaser. These resources can help you discover shows that align with your current needs and cater to a variety of audiences.

For example, on Podchaser, you can pick a podcast category you’re keen on, like ‘Sales,’ and then sort the results by relevance to find a good match.  

Once you’ve identified a podcast that you absolutely love and want to be a part of, become an active follower of the host!

Next, consider doing a bit of research to find alternative ways to connect and build rapport. Many hosts freely share their social media profiles (X, in this particular case), which can be a great way to show your genuine interest and understand their content and audience better. 

Engaging on social media, especially platforms like LinkedIn, lets the host check out the valuable content you’re sharing. This not only boosts your credibility but also gives the host a sneak peek into your expertise. 

So, why wait? Send that connection request right away!

If your connection request goes unanswered, don’t give up. Reach out via email instead. 

Just so you know, LinkedIn keeps email addresses private until a connection is established. To bypass this, tools like LI Prospect Finder by Snov.io can help. This Chrome extension integrates with LinkedIn and provides you with verified email addresses, simplifying the process of making that first contact.

Now that you are equipped with the right tools and have your host’s valid email address, you’re ready for the fun part: crafting a podcast pitch! 

How to write a podcast pitch that will get you on air

I know writing a podcast pitch can seem daunting, but I promise it’s simpler than you think. Let’s break it down step by step.

Subject line

Think of the email subject line as a catchy article headline. It should be clear and intriguing, raising a question or addressing a concern related to the topic you’re discussing.

Many podcasters are fans of shorter pitches, with 55% preferring ones that are 200 words or less. For a sweet spot, aim for around 150 to 175 words! 

Introduction

Start your email with a warm introduction, showing your genuine admiration for their work. If your pitch list is small, personalize your message further by mentioning specific episodes that have struck a chord with you.          

Next, introduce the person you’re pitching. Attach a link to their LinkedIn profile and include a brief yet engaging paragraph highlighting why they’d be an excellent guest for the podcast. 

Pro tip! Podcast hosts are curious to get to know your unique voice! Share links to any previous podcasts, webinars, YouTube videos, or other cool recordings you’ve been a part of. This way, they can get a feel for your style and vibe!

Idea

Dive into the main topic you mentioned in the email subject line. Share what exciting insights or contributions you’ll bring to this subject. Then, sketch out the key points you plan to explore throughout the episode. 

Transparency is key—there’s no need for concern about idea theft. You’ve got to be open to sharing if you want a warm reception. After all, your idea is just the beginning. What you’re truly showcasing is your wonderful self and your special take on the subject.

Keeping that in mind, make sure to address these questions: 

• Why is your perspective vital to this discussion?
• What specialized knowledge or fresh insights do you offer?
• Do you have a one-of-a-kind viewpoint or personal take?
• If there’s a problem or challenge discussed, do you provide an innovative solution?

Follow-up

If a week goes by without a response, it’s totally acceptable to send a polite follow-up. Plus, it’s even better if you can keep the conversation going by offering more value. Don’t hesitate to share any fresh content you’ve created during that time, like appearing on other podcasts or writing articles related to the topic. 

If you’re still waiting for a response, don’t worry. Keep pitching with a positive spirit—with every attempt, your skills are honed. That first “yes” might feel tough to snag, but before you know it, someone will jump at the chance to have you on their show.

Pro tip! Wait about five to seven days before sending the follow-up. And it’s usually best to limit your follow-ups to just one!

Podcast pitch examples

Let’s dive into some pitch examples that can help you master the art of invitation.

Subject: What Your Podcast Is Missing Out On BIG TIME!  Hey [Name], Hope you’re doing well! I wanted to drop you a quick message to express my admiration for the [Podcast Name] podcast – I’m a huge fan! Recently, I’ve had the pleasure of tuning in to your fantastic discussions on the challenges of B2B lead generation in today’s world. Your insights were incredibly enlightening. I believe I might have just the person who could lend an exciting new perspective to your program. [Expert’s Name] is a dynamic sales strategist with a keen focus on the use of artificial intelligence in the sales landscape.  With [Expert’s Name] at the mic, your audience could gain invaluable insights on topics such as: [Topic 1] [Topic 2] [Topic 3] [Expert’s Name]’s expertise in B2B sales and tech innovation has been showcased across various platforms, from thought-provoking YouTube interviews like “[Interview Name]” ([Link]) to in-depth podcast discussions and even analytical pieces in [Newspaper Name]. I’d love to know your thoughts on this potential collaboration. If it sounds exciting to you, I’d be more than happy to connect you with [Expert’s Name] for a recording session. Looking forward to your response! Warm regards, [Your Name & Contacts]

By the way, with the new integration of Snov.io and ChatGPT, AI Email Writer, you can now craft a personalized email pitch directly within your automated email sequences. Just provide a prompt (even your initial email will do), and AI will generate a follow-up podcast pitch template email in mere seconds. 

Here’s an example of what your follow-up email could be:

Subject: Grab the Podcast Guest Gem Before It’s Gone!  Hi [Name], I hope this message finds you well and in good spirits. I wanted to circle back regarding the exciting podcast opportunity I mentioned in my previous emails. I understand you have a busy schedule, and your inbox can get flooded with messages, so I just wanted to give this opportunity another gentle nudge. [Expert’s Name], the AI sales expert I mentioned, remains eager and available to share their insights on your podcast. Their expertise in B2B sales and the use of artificial intelligence is truly exceptional, and I believe your audience would greatly benefit from their knowledge. We’ve already received positive feedback from some of our mutual connections who are avid listeners of [Podcast Name], and they’re eager to hear more about this potential collaboration. If you’re interested or have any questions, please don’t hesitate to reach out. We can work together to find a suitable time and format for the podcast episode that aligns with your schedule and content strategy. Thank you so much for considering this opportunity, and I’m looking forward to hearing your thoughts. Best regards, [Your Name & Contacts]

Wrapping up

When you’re pondering how to pitch a podcast, keep this golden rule in mind: it’s all about sharing a compelling story. Don’t merely push your product; instead, consider how you can captivate, amuse, or enlighten the podcast’s audience.

We hope our tips guide you to discover the perfect podcast fit. Best of luck!