Using podcasting and ungated content to grow a B2B agency (with Steve Whittington)

Using podcasting and ungated content to grow a B2B agency (with Steve Whittington)

Get my podcast lead gen system here: ⁠https://bnce.link/BXa8T50j [https://bnce.link/BXa8T50j] Steve Whittington is the president of Roadmap, a sales and marketing agency helping Western Canada based small to medium B2B organisations to scale. Steve is also the host of Driving Growth, a go-to-market podcast that serves the same client base. In this episode, we talk about why Roadmap only produces ungated content and still generates inbound leads, and why Steve credits positioning for the success of both his agency and his podcast. He also shared the 4 most common red flags behind underperforming go-to-market strategies and so much more on customer understanding. Get your personalised Go-To-Market benchmark report: https://bnce.link/WbGZ6fqI [https://bnce.link/WbGZ6fqI] Download Roadmap’s Revenue Factory Toolkit: https://bnce.link/zU5DDgKD [https://bnce.link/zU5DDgKD] Visit Roadmap’s website: https://bnce.link/rg6lJMd4 [https://bnce.link/rg6lJMd4] Connect with Steve on LinkedIn: https://bnce.link/xeJ94X12 [https://bnce.link/xeJ94X12] Connect with me on LinkedIn: https://bnce.link/LcElP95b [https://bnce.link/LcElP95b] Get my podcast lead gen system here: ⁠https://bnce.link/BXa8T50j [⁠https://bnce.link/BXa8T50j] Timestamps: (00:40) Steve Whittington’s podcasting journey (05:14) Aligning podcasting with agency goals (06:44) Understanding common B2B go-to-market issues (14:09) First step to fix your go-to-market problems (15:51) Podcast guests selection strategy (17:05) Podcast distribution strategies (20:36) Why Roadmap only produces ungated content (22:37) Identifying red flags in your go-to-market strategy (25:38) How to improve your customer understanding

Niche podcasting done right (with Roy Coughlan, host of 6 podcasts ranked top 5% worldwide)

Get my podcast lead gen system here: https://bnce.link/TOP2B2q4 [https://bnce.link/TOP2B2q4] In this episode, I sit down with Roy Coughlan, founder of the Podfather community and six-time top-ranked podcast host. Whether you're just starting out in podcasting or looking to refine your approach, he shared insights that will help you grow your podcast, attract the right audience and turn your podcast into a sustainable business. Roy and I went deep on: 7:32 Podcast positioning strategy 13:51 What podcast metrics to monitor 17:36 Common podcasting mistakes 24:15 Finding your ideal podcast audience 30:45 PodFather, a community for podcasters 36:49 Converting listeners to your service or community 40:38 Systematizing podcast production 45:33 Podcast monetization Listen to Roy’s podcasts: ⁠https://bnce.link/AqfdJ88Z [https://bnce.link/AqfdJ88Z] Check Roy’s Skool community for podcasters: ⁠https://bnce.link/Lp4U2FAP [https://bnce.link/Lp4U2FAP] Connect with Roy on LinkedIn: ⁠https://bnce.link/qMCZOeoQ [https://bnce.link/qMCZOeoQ] Connect with me Loïc on LinkedIn: ⁠https://bnce.link/69PysUV4 [https://bnce.link/69PysUV4] Check the 4 best podcast attribution software tools in 2026: ⁠⁠⁠https://bnce.link/NLuRVrla [⁠⁠⁠https://bnce.link/NLuRVrla] Get my podcast lead gen system here: ⁠https://bnce.link/TOP2B2q4 [⁠https://bnce.link/TOP2B2q4]

Why SOME content-led businesses cannot lose against cheaper competitors

Get my podcast lead gen system here: https://bnce.link/MePu3TNv⁠ [https://bnce.link/MePu3TNv] Everyone's bragging about replacing their team with AI. Same ones who'll end up being replaced for using AI too much. I can easily name four tools who can write my LinkedIn content so I don't have to. Three of those sound exactly the same. We’re so much into this AI FOMO that we act like commoditization doesn’t exist. Reality is that AI gold rush literally accelerated it. The paradox is that differentiating yourself isn’t out of reach for any of us. That’s something I learned during my conversation with Barry LaBov. Barry and I went deep on: 00:00 The importance of differentiation in a commoditized world 06:24 How to find your uniqueness 13:58 How to find your podcast positioning 20:21 How to use many content assets and platforms to grow 26:55 How to grow a podcast on Youtube 30:53 The critical mistake that podcasters must avoid 36:56 What’s better than moving listeners to your website Get Barry’s “The Power of Differentiation” book: https://bnce.link/ycAlnrQX [https://bnce.link/ycAlnrQX] Listen to Barry’s podcast: https://bnce.link/4v2pjAmt [https://bnce.link/4v2pjAmt] Check Barry’s agency website: https://bnce.link/si43vKrn [https://bnce.link/si43vKrn] Connect with Barry on LinkedIn: https://bnce.link/JhfTlGv5 [https://bnce.link/JhfTlGv5] Connect with me Loïc on LinkedIn: https://bnce.link/pvNo8Ezy [https://bnce.link/pvNo8Ezy] Check the 4 best podcast attribution software tools in 2026: ⁠https://bnce.link/YXNLmwhX [⁠https://bnce.link/YXNLmwhX] Get my podcast lead gen system here: https://bnce.link/MePu3TNv [https://bnce.link/MePu3TNv]

AI search ranking signals that work for podcasters in 2026

Get my podcast lead gen system here: https://bnce.link/tZW7ec4g [https://bnce.link/tZW7ec4g] Are chatGPT, Google's Gemini and Perplexity suggesting your business - or competitors in your niche? Last month, Elizabeth Gearhart repeated to me a question she asked these tools: “Our podcast, is it helping our businesses show up in AI search results?” That was enough for me to realize that my podcast needs a website as early as possible. Not for my audience but for LLMs so they can crawl it then reply to my audience. Elizabeth has been co-hosting the Passage to Profit Show for almost eight years. A show now syndicated on nearly 40 radio stations across the US. And besides questions on AI search, we also went deep on: 00:00 Being syndicated to 40 radio stations 02:01 How to prepare as a podcast host 07:43 Converting podcast listeners to leads 10:51 Podcast discoverability through AI search 14:31 Using podcasting as business growth 20:08 Podcast metrics to monitor Listen to Elizabeth's podcast: https://bnce.link/Oo5V9bLj [https://bnce.link/Oo5V9bLj] Connect with Elizabeth on LinkedIn: https://bnce.link/5KlGlw8y [https://bnce.link/5KlGlw8y] Connect with me Loïc on LinkedIn: https://bnce.link/SRth2FAV [https://bnce.link/SRth2FAV] Check the 4 best podcast attribution software tools in 2026: ⁠https://bnce.link/3YIZUtJC [⁠https://bnce.link/3YIZUtJC]

Growing a B2B digital agency with podcasting SEO & GEO

Get my podcast lead gen system here: ⁠⁠https://bnce.link/Irjze4gU [⁠⁠https://bnce.link/Irjze4gU] Every B2B podcast episode you record is an SEO & GEO asset that can show up in Google, in ChatGPT, Gemini, Claude, Perplexity and co. It's a B2B marketing opportunity that most podcasters miss. I'm currently sitting on a SEO goldmine: 11 podcast episodes, 445 minutes. Turns out publishing transcripts is not enough after all. We need to start mining these transcripts. By that, I mean feeding AI with those then ask the right questions to come up with content that the ICP needs to see. I didn't know I was sitting on this goldmine until I've had this conversation with Wes Towers. He runs Uplift 360, a digital agency helping trades and construction businesses get found online. So when he launched his own podcast, he wasn't just thinking about listeners. He was also thinking about search. Here's something else he said that I'm applying immediately: Stop worrying about promoting your podcast too much. He publishes podcast clips twice a day, every weekday. His reasoning: most of your audience won't see all of it anyway. Only a fraction of your followers are online at any given time, so publishing more just gives more people a chance to find you, not less. Wes and I also went deep on: 00:00 How appearing on over 100 podcasts prepared him before launching his own 09:45 Niching to one industry to make the audience more engaged and easier to grow 11:40 Using the podcast and SEO to grow your business 26:35 The podcast distribution strategy that reaches his ICP any weekday 31:24 How he makes his podcast rank on YouTube 36:54 How he converts listeners into leads Connect with Wes Towers on LinkedIn: https://bnce.link/sS3pZeXK [https://bnce.link/sS3pZeXK] Check out the website of Wes's SEO agency: ⁠https://bnce.link/Wwuca3hW [⁠https://bnce.link/Wwuca3hW] Listen to Wes's podcast: https://bnce.link/cknWGnE6 [https://bnce.link/cknWGnE6] Connect with me Loïc on LinkedIn: https://bnce.link/oubzE39S [https://bnce.link/oubzE39S] Check the 4 best podcast attribution software tools in 2026: ⁠⁠https://bnce.link/oG8Zic7v [⁠⁠https://bnce.link/oG8Zic7v] Get my podcast lead gen system here: ⁠⁠https://bnce.link/Irjze4gU [⁠⁠https://bnce.link/Irjze4gU] — If you're new to my podcast, I'm Loïc and I host the B2B Podcasters Show. It's a resource where B2B podcasters can hear how fellow podcasters use podcasting for effective lead generation and marketing strategies to build pipeline.