Getting booked on podcasts isn't about some secret formula. It's about a strategic process that makes you an obvious "yes" for hosts. You need to build a strong personal brand, find the right shows, and then send pitches that scream value.
This guide will break down the exact steps we use at Fame to get our B2B clients on top-tier podcasts. It's a process that takes you from being just another name in a crowded inbox to a "must-have" guest that hosts are genuinely excited to feature.
Step 1: Build Your Foundation for Podcast Success
Before you even think about writing a single pitch, you’ve got to lay the groundwork. This is the part most people skip, and it's precisely what separates the pros from the people who get ignored. It's not just about having a website; it’s about positioning yourself as an undeniable authority in your space.
The goal here is simple: make it incredibly easy for a host to book you. When they do their due diligence—and they will—your online presence should immediately tell them who you are, what you know, and why their audience needs to hear from you.
Sharpen Your Unique Expertise
Let's be blunt: generalists don't land spots on top B2B podcasts. Hosts are hunting for specialists who can deliver deep, actionable insights their listeners won't find anywhere else. You have to niche down.
We worked with a marketing consultant who first called himself a "digital marketing expert." Vague, right? After some digging, we helped him reposition as the go-to expert for "AI-driven lead generation for Series A fintechs." That specific focus immediately opened doors to highly targeted, influential shows in his industry.
Key Takeaway: Stop being a broad-strokes expert. Your niche should be so clear that a host can practically write the episode title just by reading your bio.
Get Crystal Clear on Your Ideal Audience
Who are you actually trying to reach with these podcast appearances? Defining your ideal listener is just as crucial as nailing your expertise. This is what determines which podcasts are even worth your time.
Get specific:
- Industry: Which sectors do you serve? Is it SaaS, healthcare tech, manufacturing?
- Company Stage: Are you targeting scrappy startups, mid-market companies, or massive enterprises?
- Job Titles: Do you want to get in front of VPs of Marketing, CTOs, or founders?
Knowing this lets you zero in on podcasts whose listener demographics are a perfect match for your ideal customer. No more guessing.
Polish Your Online Presence
Your online footprint is your digital resume, and every host will vet you. What they find—or don't find—will make or break your chances. This is all part of building a solid foundation.
Think about how you're presenting your background and expertise. Looking at some standout thought leaders in your space can give you great ideas for crafting a professional profile that builds instant credibility and trust.
Guest podcasting is a serious growth channel. With over 200 million Americans listening regularly, getting on the right shows is one of the best ways to tap into engaged communities. Doing this groundwork ensures that when you do reach out, you’re not just asking for a platform—you’re offering genuine, undeniable value.
Step 2: Find and Qualify the Right Podcasts
Alright, you've laid the groundwork. Now comes the real hustle: finding the right stages for your message.
Just typing "marketing podcasts" into a search bar is a fast track to wasting a ton of time. You need a smarter, more systematic way to find shows that not only have your ideal listeners but are also actively looking for guests just like you.
Knowing how to get booked on podcasts really starts with knowing where to look. The podcasting world is enormous. There are over 4.52 million podcasts globally, but here's the kicker: only about 450,000 to 500,000 of them are consistently putting out new episodes.
That means a wild 90% of shows are basically dead air. Your job is to slice through that static and find the active 10%.
Thinking about this whole process, from the initial research to the final pitch, helps you focus your energy where it counts. You'll end up with a killer, highly-targeted list that respects your time and, more importantly, the host's.
Go Beyond Basic Directory Searches
The standard podcast directories are fine for a starting point, but the real gold is usually buried deeper. You'll want to get savvy with advanced Google search operators to uncover opportunities others miss.
Try these out:
"your niche" + "guest interview""your industry" + "podcast episodes"site:podchaser.com "your keyword" "guest"
Here's another pro move: see who's guesting on the podcasts you already listen to and respect. Check out their social media or personal websites—they almost always share their recent appearances. This "guest-of-a-guest" method can open up a whole network of similar, high-quality shows you wouldn't have found otherwise.
Qualify Your Shortlist
Finding a show is one thing. Making sure it's the right show is another. Before you even think about adding a podcast to your pitch list, you have to vet it. And I'm not just talking about download numbers; this is about audience fit and genuine engagement.
We had a client, a co-founder of a B2B SaaS company, who was obsessed with chasing podcasts with massive download stats. He learned the hard way that a show with 5,000 hyper-engaged listeners in his specific niche drove way more qualified leads than one with 50,000 passive listeners. The real key is audience alignment, not just audience size.
To make this process easier, use a simple checklist to evaluate every potential podcast. This forces you to look past vanity metrics and focus on what truly matters for your goals.
Podcast Qualification Checklist
Use this checklist to evaluate whether a podcast is a good fit for your outreach efforts.
Criteria
What to Look For
Red Flag
Audience Fit
The host and guests discuss topics relevant to your ideal customer. Listeners in the comments/reviews sound like your target audience.
Broad, generic topics. The audience seems to be B2C or from a completely different industry.
Guest-Friendly
The show regularly features external guests, not just the host talking. Format is interview-based.
The last 10+ episodes feature only the host or internal team members. No clear "Be a Guest" page.
Show Activity
A new episode has been published within the last 2-4 weeks. The release schedule is consistent.
The last episode was published 3+ months ago. Sporadic, unpredictable release schedule.
Audio Quality
Clear, crisp audio. Minimal background noise. Both host and guest sound professional.
Echoes, static, or low volume. Sounds like it was recorded in a coffee shop.
Host Engagement
The host asks thoughtful follow-up questions and seems genuinely interested in the conversation.
The host sounds bored, interrupts guests frequently, or just reads from a script.
Listener Reviews
Recent, positive reviews. Comments mention specific takeaways or praise for the content.
No recent reviews, or comments are negative, complaining about quality or content.
This crucial step ensures you're only targeting shows where your message will actually land and drive real results.
Build a Targeted and Actionable List
Your goal here isn't to build a massive, unwieldy spreadsheet. You want to create a focused list of 20-30 high-potential podcasts. This is a manageable number that allows you to do deep, personalized outreach for each one.
Look at well-run shows in your space, like the Hubspot Podcast Jodocus, to get a feel for what a great target looks like. They have a clear niche, great production value, and an engaged audience.
Of course, this kind of research and vetting takes serious time. If you need to be focused on running your business, a dedicated service can take this off your plate. At Fame, we specialize in connecting B2B leaders with podcasts that are a perfect match for their growth goals, saving you hundreds of hours. This lets you focus on what you do best: crushing the interview.
Step 3: Craft a Pitch That Hosts Can’t Ignore
Alright, you’ve put in the legwork and have a killer list of target podcasts. Now comes the moment that makes or breaks the whole thing: the pitch.
Let’s be real. A generic, copy-paste email is a one-way ticket to the trash folder. Podcast hosts, especially for the good shows, are drowning in pitches. Yours has to cut through all that noise, and fast.
The secret isn't some magic template. It's about genuine, thoughtful personalization. You're not just begging for a microphone; you're offering to co-create a valuable piece of content for their audience. That mindset shift is everything.
Nail the Subject Line
Your subject line is the gatekeeper. Its only job is to get the damn email opened.
Forget lazy titles like "Podcast Guest Pitch" or "Collaboration Inquiry." They scream "mass email" and blend right into the background. You need to be specific and show value from the jump.
Look at the difference here:
- Generic:
Podcast Guest Idea - Specific:
Guest Idea: How Series B SaaS Founders Can Cut Churn by 15%
The second one wins, no contest. It speaks directly to a problem their audience has and promises a concrete, juicy topic. It gets the host thinking, "My listeners need to hear this."
Prove You’ve Actually Listened
Once they open your email, the first few lines are your chance to prove you’re a real listener and not just a bot scraping a directory.
Reference a specific, recent episode. Drop a quick note about something you genuinely enjoyed or a point a past guest made that hit home.
This doesn't need to be a novel. A simple, honest line works wonders. "Just finished your chat with Jane Doe on scaling content teams. Her take on asynchronous workflows was spot on." That one sentence puts you ahead of 90% of the pitches landing in their inbox.
We recently helped a client craft a pitch that opened by referencing a business book the host mentioned offhand in an old episode. That tiny detail created an instant connection. It showed they were a true fan, not just another person asking for a handout.
Pitch Value, Not Just Your Bio
The heart of your pitch isn't about you. It’s about the value you can bring to the show's audience.
Don't just attach your resume and say you can talk about your industry. That’s lazy. Instead, propose 2-3 specific, actionable topics you can own.
Frame them like potential episode titles. Make it impossible for the host to say no.
- Topic 1: From Burnout to Breakthrough: A Founder's Guide to Building a Resilient B2B Sales Team.
- Topic 2: Beyond the Demo: The 3 Post-Sale Touchpoints That Turn Customers into Evangelists.
- Topic 3: Why Your 'About Us' Page Is Costing You Leads (And How to Fix It in an Hour).
Each topic is a clear promise of value. It makes the host's job a breeze because they can immediately see where you fit. When you frame your expertise like this, you’re not just a guest; you’re a content partner.
Finally, give a quick line on why you're the right person to talk about these things, tying your experience directly to the value you'll deliver. And start thinking about your on-air offer now. Our guide on how to craft a podcast CTA has some great advice for creating a call-to-action that benefits everyone.
Step 4: Deliver an Unforgettable Guest Interview
Landing the booking is just the first hurdle. The real work starts now. This is your shot to deliver an interview so packed with value that listeners can't help but remember you, the host tells all their friends about you, and your brand actually earns some serious street cred.
You're turning a 30-minute chat into an asset that keeps on giving.
A killer performance isn't something you can just wing. It comes from prep. I'm not talking about memorizing a script—that always sounds robotic. It's about knowing your core messages so well you can weave them into a natural, back-and-forth conversation without missing a beat.
Prepare for a Great Conversation
The foundation of any great interview is simple: show up ready to provide a ton of value.
Start by outlining three to five core talking points. These are the big ideas you want every single person to remember after the episode ends. And for each point, have a story or a real-world example ready to go. It’s the difference between saying "we help clients" and "let me tell you about Sarah, who was struggling with..."
Next up, your setup. You don't need a pro-level studio, but high-quality audio is non-negotiable. Seriously. Bad audio is the number one reason listeners hit skip. A decent external microphone is a must—even a $50 USB mic is a massive upgrade over your laptop's. Test everything beforehand. Nothing kills the vibe faster than "Can you hear me now?"
We had a client, the CEO of a data analytics firm, who was prepping for a huge show. He ran a mock interview with his team and practiced dropping his key points into different questions. The result? He sounded like an absolute pro—confident, authentic, and he delivered a masterclass. He was flooded with new connections after it aired.
Master the Art of Storytelling and Rapport
Facts tell, but stories sell. It’s a cliché for a reason.
People don't remember data points; they remember stories. Instead of just listing stats, wrap them in a narrative. Talk about a client's specific problem, the "aha!" moment, and the incredible outcome. This makes your advice stick.
Building a genuine connection with the host is just as important. Log on a few minutes early for the pre-call chat. Ask them about their week or something they're excited about. That little bit of small talk completely changes the dynamic. It stops being a rigid Q&A and turns into a real conversation, and that warmth comes through loud and clear to the audience.
Your ultimate goal is to be the dream guest—the one who's prepared, insightful, and easy to talk to. This is how you tap into the massive and still-growing podcast audience. Globally, 464.7 million people were monthly podcast listeners in 2023, and it's estimated to hit 600 million by the end of 2025. As this accelerating trend toward audio consumption continues, every great appearance you make just builds more momentum.
Step 5: Squeeze Every Drop of ROI From Your Podcast Appearance
Getting booked on a podcast is a huge win. But if you think your job is done the second the recording stops, you're leaving a massive amount of value on the table.
The real magic happens when you treat each guest spot not as a one-off event, but as a content goldmine you can tap into for weeks and months to come. This is how you go from just being a guest to building a real presence.
Your first move? Think about the first 48 hours after the episode goes live. This window is critical. Your main goal here is to be an amazing partner to the host by driving as much early traffic as you can. Blast it out to your email list, splash it across your personal and company social media, and give the host a public thank you. It’s a simple gesture that builds serious goodwill and gets their audience to notice you.
Your Promotion Plan Needs to Have Legs
A single tweet with a link to the episode isn't a promotion plan. It's a missed opportunity. To truly get the most out of every interview, you need a system for turning that one conversation into a whole library of content.
That hour-long conversation is brimming with bite-sized, shareable moments. You just need to pull them out. A few simple tools are all you need to create assets that stop the scroll:
- Audiograms: These are short, snappy audio clips layered over a visual. They're perfect for social feeds, catching the ear of people scrolling silently.
- Video Clips: If the interview was on video, you've struck gold. Pull out the best 30-90 second clips. A killer story or a counterintuitive insight makes for incredibly shareable content.
- Quote Graphics: Turn your most powerful one-liners into branded images. They’re super easy to digest and work wonders on platforms like LinkedIn or Instagram.
This is a fundamental piece of the puzzle, and it’s central to learning how to win new customers with podcast guesting. You’re not just sharing a link; you’re extending the life and reach of your core message.
Turn Guest Spots into Long-Term Credibility
Every podcast feature is a powerful stamp of approval. Don't let these mentions get lost in the endless scroll of your social media feed.
Carve out a piece of your website for a dedicated "Press" or "As Seen On" page. Every time you're on a show, add their logo and link it directly to your episode.
This digital trophy case is more than just a vanity project. It’s instant social proof for anyone who lands on your site. For our client Ben from Userpilot, having a dedicated "Featured On" section was key to showcasing his authority, leading to even more inbound requests.
At the end of the day, remember that podcast guesting isn't an isolated activity. It plugs directly into your wider marketing efforts, specifically your lead generation strategies. Each appearance should be a stepping stone to winning more customers.
Repurposing all this content is a ton of work, no doubt. If you want to scale up your content machine without drowning in manual tasks, a service like Fame Connect can take the entire post-production workflow off your plate. We'll handle everything from creating show notes to generating all your promotional assets, freeing you up to focus on what you do best: crushing the next interview.
Your Podcast Guesting Questions Answered
Even with a rock-solid strategy, jumping into the world of podcast guesting can feel like you're navigating a new city without a map. There are always questions that pop up. This is the section where we tackle the most common ones we hear from B2B leaders, giving you clear, no-fluff answers to help you move forward.
How many pitches does it realistically take to get booked?
Ah, the million-dollar question. The honest answer is that it’s a numbers game, but one where quality trounces quantity every single time.
If you’re sending out highly personalized, well-researched pitches, a 10-20% success rate is a solid benchmark to aim for. That means for every 10 thoughtful emails you send, you can realistically expect one or two "yeses." It's a grind, but a productive one.
Now, if you see your success rate dipping below that, it's a huge red flag. It’s a sign to go back to the drawing board and re-evaluate your list of target podcasts or, more likely, to tear down and rebuild your pitch. Don't be tempted by the spray-and-pray approach—blasting out generic templates will get you a success rate well below 1% and is the fastest way to get your domain blacklisted by hosts.
Do I actually need a media kit to get on a podcast?
Need one? No, it’s not always a hard requirement. Should you have one? Absolutely.
A polished, one-page media kit (often called a "one-sheet") is one of those small details that makes a massive difference. It instantly signals that you’re a professional who takes this seriously, and it makes the host's job incredibly easy.
Think of it as your guesting resume. It should have everything they need in one easy-to-scan spot:
- A professional, high-resolution headshot.
- A short, punchy bio that gets to the point.
- A few specific, value-packed topics you're ready to dive into.
- Quick links to your website, LinkedIn profile, and any past interviews or media spots.
Busy hosts and producers love it because it saves them from having to hunt down your info. You’re making their decision to book you that much simpler.
What if I've never been on a podcast before?
Everyone starts at zero. If you're completely new to the guesting world, your first move is to aim for newer or smaller podcasts in your niche. These hosts are often hungry for great content and are way more open to giving a chance to an expert who hasn't been on the circuit yet. It's the perfect low-pressure environment to find your voice and build some confidence.
When you pitch, don't even mention your lack of on-air experience. Instead, put all the focus on your deep expertise in your subject matter. What unique value or fresh perspective can you bring to their specific audience? That's what they care about.
Once you’ve got a few episodes in the bag, you can start using them as social proof to get your foot in the door with bigger shows. The key is just to get the ball rolling.
The real work doesn't stop when the mic turns off. A truly successful guesting campaign hinges on what you do after the interview airs. To really squeeze all the value out of your appearance, check out our guide on 10 ideas on what to do after the podcast interview to keep the momentum going.
Researching shows, crafting perfect pitches, and handling all the back-and-forth is a massive time sink. Doing it yourself is a fantastic way to learn the ropes, but it can easily eat up hundreds of hours you could be spending on your actual business.
At Fame, our Connect service is built for this. We use our established relationships and a system we've honed over years to land you guest spots on the right podcasts. You get to focus on being the expert, and we handle all the heavy lifting of getting you there.
