TL;DR: A B2B podcast lets a space company build relationships with the exact people it wants to know: buyers, partners, investors and experts, by inviting them on as guests. To start, define who the show is for and what it promises, choose a simple interview format, line up your first guests, record with decent audio, publish through a podcast host to Apple, Spotify and YouTube, and turn every episode into clips, posts and follow-up conversations. Judge success by relationships and pipeline, not download counts.

Key takeaways

• The guest relationship is often worth more than the audience.
• A clear audience and promise beat production polish.
• Keep the format simple so you can keep going.
• Repurpose every episode to multiply its reach.

Why should a space company start a B2B podcast?

Podcasts reach a large audience. Pew Research Center reported in its study of podcasts as a source of news and information that about half of Americans had listened to a podcast in the past year. But for a B2B space company, audience size isn't the main benefit.

The real value is access. Inviting a program manager, founder or investor to share their expertise is a respectful way to start a relationship. The conversation builds trust, the guest shares the episode with their network and you create useful content in the process. That's why we host the Space Launch Podcast: conversations with founders, operators and investors about how they build, sell and grow their companies.

How do you start a B2B podcast for a space company?

1. Define the audience and promise

Who is the show for, and what will they get? "Conversations with smallsat mission leads about what it really takes to get to orbit" is clearer than "a podcast about space."

2. Choose a format

• Interview: easiest to sustain, best for relationships.
• Co-hosted discussion: good for industry analysis.
• Solo: good for teaching, harder to keep fresh.

Most B2B shows start with interviews.

3. Name and position the show

Use a name that tells listeners what it's about. Write a one-sentence description and short show artwork brief.

4. Plan your first guests

List people your buyers respect, plus buyers and partners you want to know. Start with warmer contacts to build a few strong episodes before inviting bigger names.

5. Set up recording

You need a decent microphone, headphones, a quiet room and remote recording software that captures each speaker separately. Video is worth recording too, since it powers clips and YouTube.

6. Publish

A podcast host creates your RSS feed and distributes episodes. Apple's podcast RSS feed requirements say a submitted show needs required tags, at least one episode and artwork. YouTube also lets audio-first creators deliver podcasts using an RSS feed in supported countries.

How do you invite guests to a B2B podcast?

• Explain why them: what you'd like them to share.
• Make it easy: short time commitment, flexible scheduling, clear topics.
• Show the value: a polished episode and clips they can share.
• Send questions in advance so they can prepare.

Our podcast guest page is an example of how to explain what guests can expect.

What makes a good B2B podcast episode?

• A clear topic for each episode.
• Specific stories and lessons, not generic advice.
• Good questions that go beyond the guest's standard pitch.
• Plain language, with acronyms explained.
• A natural close that tells listeners where to find the guest.

Prepare five or six core questions and follow the conversation where it's interesting.

How do you promote a new podcast?

• Guests share their episode with their network.
• Clips on LinkedIn and YouTube. See our LinkedIn content strategy for space companies.
• Your newsletter. See our guide to company newsletter strategy.
• Your website, with show notes for each episode.
• Cross-promotion with other space shows. See our list of the best space business podcasts.

How do you turn a podcast into pipeline?

• Invite guests who are potential buyers or partners, with genuine interest in their story.
• Follow up after recording with a thank-you and a relevant resource.
• Stay in touch as the relationship develops, without turning the episode into a pitch.
• Track guest relationships in your CRM.

Our post on how to sell without being salesy covers the tone that keeps trust intact.

How much time does a B2B podcast take?

For each episode, plan time for guest outreach, preparation, recording, editing, show notes and promotion. Batch tasks to save time: record several episodes in a short window, and use templates for show notes and guest emails. AI tools can help with transcripts, show notes and clip selection; see our guide to AI for space company marketing.

How do you measure a B2B podcast?

• Guest relationships started and deepened.
• Meetings and deals connected to guests or listeners.
• Engagement on clips and posts.
• Listener growth over time.

Our space marketing guide shows how a podcast fits into your content system, and our space startup marketing playbook covers distribution channels.

What should your first episodes look like?

Plan your first few episodes to set the tone:

• Episode one: introduce the show, who it's for and why you started it, ideally with a guest your audience respects.
• Next episodes: a mix of buyers, partners and experts whose stories match your promise.
• Each episode: one clear topic, a short intro, the conversation and a simple close.

Record several before you launch, so you can publish consistently and learn what works before the pressure of a live schedule.

How do you keep a B2B podcast going after the launch?

Most shows stall after the first handful of episodes because the guest pipeline dries up or the work lands on one busy founder. Protect the show with a few habits. Keep a running list of potential guests, and ask every guest who else you should talk to. Record a few episodes ahead so a busy month doesn't break your schedule. Write down your workflow, from booking to publishing, so a teammate or contractor can run it. And review results regularly: which topics drew listeners, which guests became relationships and which episodes sales actually used.

What podcast mistakes do space companies make?

• No clear audience or promise.
• Turning episodes into sales pitches.
• Overinvesting in production before proving the format.
• Stopping after a few episodes.
• Not repurposing episodes into other content.

Frequently asked questions

How do I start a B2B podcast?

Define the audience and promise, choose an interview format, line up guests, set up recording, publish through a podcast host and promote each episode.

Is a podcast worth it for a space company?

It can be, mainly for the relationships it builds with guests who are buyers, partners and experts, plus the content each episode creates.

What equipment do I need to start a podcast?

A decent microphone, headphones, a quiet room and remote recording software. Recording video helps with clips and YouTube.

How do I get my podcast on Apple and YouTube?

Use a podcast host that creates an RSS feed. Apple requires required tags, at least one episode and artwork; YouTube supports RSS delivery in select countries.

How do I get guests for a new podcast?

Start with warm contacts, explain why you're inviting them, make it easy and show them the value of a polished episode and clips.

Want to work through this with other space founders?

Join Space Entrepreneurs, free. Space Entrepreneurs is the free Skool community I host for founders who are starting, marketing and growing space companies. Bring your questions, share what you are working on and learn from people building in the same industry.

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