Top 4 B2B Podcast Metrics Worth Tracking: Gauging Your Show's Success

As a B2B podcaster, you understand how podcasting can reach new audiences and grow your brand. But how do you know if your show is successful? What metrics should you track to gauge its success?

The first metric that everyone thinks of when it comes to podcasting is downloads. Downloads seem like an obvious measure of success. "How many people are listening to my podcast?" appears to be the right question to ask.

But it's a common misconception that downloads answer that question. Downloads are not the same as listeners. Over a third of automatic downloads (which account for the vast majority of podcast downloads) do not result in a listen, according to the latest data based on Apple's podcast app. Further, this research suggests that a third of users listen to less than half of the podcasts they auto-download.

Downloads are misleading. Downloads are a vanity metric. And when it comes to B2B podcasting in particular, downloads are a distraction.

Many B2B podcasts are focused on small, niche audiences. Often times, your niche should be exceptionally narrow. Large download numbers aren't a reality - and thats a good thing. For those shows, a small but engaged group of your ICP who enjoy listening and dedicate lots of time to it is a massive success.

Maybe your show is trying to reach a larger audience, but you have an ineffective marketing plan in place. Your show may be exceptional, but if it isn't distributed and promoted correctly, you wont see the downloads. Here, downloads fail to measure the full picture of success for your podcast.

So, if not downloads, what metrics are essential measures of show success?

Engagement

Are people actively consuming your content, or is it passive? Comments, contacts, questions, and shares are great indicators of success. Once your show is out in the wild, are people compelled to interact with it? If the answer is yes, pat yourself on the back - you're doing things right.

Drop-off

This metric is often forgotten, but it's one of the most important. It's not enough for people to start listening to your show. You want them to finish it. Check out how long each episode is and compare that with the average time listened. Are people finishing your episodes? If not, why? Is the content too long? Too dry? Boring? Drop-off is a great indicator that it's time to rethink your strategy.

Audience Profiles

It's important to consider your audience when measuring the success of your show. A strong B2B podcasting strategy outlines specific goals for your show. These goals often include a breakdown of your ICP and how you intend to reach them through your podcast. If they're not the ones listening, it's time to go back to the drawing board.

Relationships

Are you building strong relationships with your guests? Podcasts are an amazing content based networking channel, and it is important to maintain a pipeline of compelling guests who you build relationships with.

There are a number of other B2B podcast metrics worth tracking, but these are a great place to start. If you're not seeing success in one area, take a step back and reassess your strategy. The key is to focus on the right metrics - the ones that actually matter.

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