In his recent keynote speech at the B2B Marketing Expo, LRB’s Founder and CEO, Luke Barnett, shared his thoughts on the 80/20 split in B2B podcasting.
But what is it? And why is it so important? We explain all in this helpful guide.
In the evolving world of B2B podcasting, where audience attention is a prized commodity that can be lost in a second, podcasters and ‘content creators’ are finding that authenticity and value are crucial to success.
This feat is measured in engagement, longevity – and inevitably – sales.
But jumping straight to a sales pitch is a recipe for disaster.
A powerful principle guiding successful podcasts today is the 80/20 split – a content strategy that emphasises 80% meaningful, valuable content and 20% promotional messaging.
This balance not only builds trust but also deepens listener loyalty to the host, the business, and the real message you are trying to convey to your audience.
The 80% portion is where the magic of B2B podcasting really happens.
It is the interviews, storytelling, insights, tips, and behind-the-scenes discussions that genuinely resonate with your audience.
At the end of the day – that is what is going to draw them in. It is what you do once they are engaged when you can utilise the 20% messaging.
Whether your podcast is about a certain business, a sector, or entrepreneurship, this content is crafted to entertain, educate, or inspire – not just to directly sell to your audience.
The podcast should provide genuine insight, opinions, and information.
This focus builds credibility and strengthens your position as a thought leader or trusted voice in your niche.
The remaining 20% is where you can confidently introduce products, services, sponsorships, or sign-ups – but only where it is appropriate.
This can be done through the use of a strong call-to-action.
Also, by limiting promotional content to a smaller share of the overall experience, you ensure that your messaging doesn’t feel intrusive or self-serving – and leans into the ‘genuine’ part of a successful B2B podcast.
When trust has already been established through consistent, high-quality content, your audience are more receptive to your sales pitch.
Why is it important in modern marketing?
The 80/20 approach also reflects a broader shift in consumer behaviour – and not being aware of it will hurt your future growth and success.
This is because people are increasingly resistant to hard sells and overt marketing – largely due to an over saturation in the market.
They’re drawn to authenticity and stories that reflect their own challenges, goals, and aspirations within the business world.
A great podcast host who consistently provide this kind of content will lead to greater engagement – and later on, sales.
It is important to remember that applying the 80/20 split doesn’t mean promotional content is any less important, it just means you have a shorter window to provide it – so make it count!
LRB – B2B podcasting experts
Here, our CEO Luke Barnett shares his thoughts on the 80/20 split in podcasting.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting industry, as well as our expertise in creating successful series for a range of industries, both locally, nationally and around the world.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.