Get my podcast lead gen system here: ⁠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

Download Roadmap’s Revenue Factory Toolkit:

https://bnce.link/zU5DDgKD

Visit Roadmap’s website:

https://bnce.link/rg6lJMd4

Connect with Steve on LinkedIn:

https://bnce.link/xeJ94X12

Connect with me on LinkedIn:

https://bnce.link/LcElP95b

Get my podcast lead gen system here: ⁠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

Get my podcast lead gen system here: 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

Check Roy’s Skool community for podcasters: ⁠https://bnce.link/Lp4U2FAP

Connect with Roy on LinkedIn: ⁠https://bnce.link/qMCZOeoQ

Connect with me Loïc on LinkedIn: ⁠https://bnce.link/69PysUV4

Check the 4 best podcast attribution software tools in 2026: ⁠⁠⁠https://bnce.link/NLuRVrla

Get my podcast lead gen system here: ⁠https://bnce.link/TOP2B2q4

Get my podcast lead gen system here: 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

Listen to Barry’s podcast: https://bnce.link/4v2pjAmt

Check Barry’s agency website: https://bnce.link/si43vKrn

Connect with Barry on LinkedIn: https://bnce.link/JhfTlGv5

Connect with me Loïc on LinkedIn: https://bnce.link/pvNo8Ezy

Check the 4 best podcast attribution software tools in 2026: ⁠https://bnce.link/YXNLmwhX

Get my podcast lead gen system here: https://bnce.link/MePu3TNv

Get my podcast lead gen system here: 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

Connect with Elizabeth on LinkedIn: https://bnce.link/5KlGlw8y

Connect with me Loïc on LinkedIn: https://bnce.link/SRth2FAV

Check the 4 best podcast attribution software tools in 2026:

⁠https://bnce.link/3YIZUtJC

Get my podcast lead gen system here: ⁠⁠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

Check out the website of Wes's SEO agency: ⁠https://bnce.link/Wwuca3hW

Listen to Wes's podcast: https://bnce.link/cknWGnE6

Connect with me Loïc on LinkedIn: https://bnce.link/oubzE39S

Check the 4 best podcast attribution software tools in 2026:

⁠⁠https://bnce.link/oG8Zic7v

Get my podcast lead gen system here: ⁠⁠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.

Get my podcast lead gen system here: https://bnce.link/XUijIPqj

—

“My podcast gets downloads every week,

but doesn’t contribute to my business.”

That's the paradox of downloads:

More downloads shows that the audience is growing. So we think:

Bigger audience = more opportunities.

But it's not.

My guest Carl Richards coached a client who makes several thousands dollars per year from her podcast. Yet it gets only 40 to 50 downloads per episode.

So he explained the reasons behind this success.

Carl and I also went deep on:

00:00 Carl’s podcasting journey

09:58 Serving both the audience and the guest

16:42 How to invite your listener to take action

21:39 What matters more than downloads in B2B

31:04 Patterns in podcasters who turn things around after year two or three

42:02 Making conversations rather than interviews

Check out the website of Carl's podcasting agency: https://bnce.link/jjh5Xr7H

Listen to Carl's podcast: https://bnce.link/MeVhzZJi

Check the 4 best podcast attribution software tools in 2026:

⁠https://bnce.link/blog/best-podcast-attribution-software-in-2026⁠

Get my podcast lead gen system here: ⁠https://bnce.link/XUijIPqj

Get my podcast lead gen system here: https://bnce.link/PJ8hbXIi

Join Danny’s AI-powered content tool: https://bnce.link/YpFxPrM0

Get Danny’s LinkedIn content system for free: https://bnce.link/4IEvVW9Q

—

There's only one way to build credibility on LinkedIn. But very few choose it because it means admitting you don't have it all figured out.

We share tips. But anyone can say the same thing so we add proof. But too many faked the “my client got 47 leads” so we expect testimonials. But too many faked those too so we expect talking head video testimonials.

It’s always more, more and more.

But I tend to find more credible those who also dare to share when things don’t meet their own expectations. That kind of honesty is rare.

And it's exactly what makes Danny DelVecchio worth listening to.

His solo business, built over 5 years, recently crossed $1,000,000 in sales. Yet his podcast didn’t contribute enough to this success and he’s been very honest about it.

Here's one lesson he shared that I applied in my LinkedIn to promote this episode:

Too many podcast posts talk about how great the conversation was, without giving a single reason to go listen. Danny's approach: always release with a trailer. And that's exactly what I did on my post.

Danny and I also went deep on:

00:46 The real challenges of B2B podcasting

07:34 If he started over, here’s what he’d do more of

12:38 Why he’s bringing back the podcast he launched years ago for his sons

19:48 Why his podcast promotion on LinkedIn worked

25:19 Why so many AI-generated fail to get leads

40:42 How to start creating content with Claude today

If you found value, connect with Danny on Linkedin: https://bnce.link/CzBvHhm7

You can also connect with me on Linkedin: https://bnce.link/bv0AUE9z

Check the 4 best podcast attribution software tools in 2026: ⁠https://bnce.link/6inhXCXU

And finally, get my podcast lead gen system here: https://bnce.link/PJ8hbXIi

Get my podcast lead gen system here: https://bnce.link/LXZAbwmQ

—

After 894 episodes, his podcast needed a pivot. But where many hosts would rebrand the show, he walked away.

Because after almost 900 episodes, Drewbie Wilson realised his show and his ICP had little in common.

So he started over. And launched Call The Damn Leads.

A podcast for his ICP. And over the years he built a content machine so that anyone fitting this ICP couldn't miss him.

00:00 Drewbie’s entrepreneurial journey

07:16 Why starting over with a new podcast

12:16 Building a podcast that attracts potential clients

21:56 The silent red flags behind not having a sales system

25:26 His system to distribute his podcast

31:32 The social media strategy behind his podcast

Check out Drewbie’s website:

https://bnce.link/IN0yOleA

Listen to Call The Damn Leads on YouTube:

https://bnce.link/CnRPqkLG

Check the 4 best podcast attribution software tools in 2026:

https://bnce.link/blog/best-podcast-attribution-software-in-2026

Get my podcast lead gen system here: https://bnce.link/LXZAbwmQ