B2B podcasts can often be accused of being a bit boring. They cover the same advice, invite the same guests, and follow the same formats, only to blend into the background.

So, what does it take to build a B2B podcast that people actually want to listen to in a content crowded space?

Building a B2B podcast into a powerful growth channel that’s genuinely entertaining takes personality, purpose, and creative courage.

Jess Cook, VP of Marketing at Vector, gets this better than most. In our latest episode of The Content 10x Podcast, she shares exactly how she built This Meeting Could Have Been a Podcast, a breakthrough B2B podcast that's become one of the most respected voices in the MarTech space.

We’re proud to say that we support the show with repurposing and copywriting here at Content 10x, so we know exactly what goes into every episode, including the unrivaled chemistry between Jess and her co-host Joshua Perk (Vector’s CEO and Co-Founder).

In this episode, Amy sits down with Jess to talk about the strategy behind This Meeting Could Have Been a Podcast.

This is Jess’ second appearance on the show. She previously spoke to Amy about maximizing your content with a small team.

Vector is a contact-based advertising platform for B2B marketers that helps companies identify the actual people visiting their website or interacting with their ads, and build targeted ad audiences around them.

When Jess joined Vector she knew content was going to be a big growth driver.

Speaking on the subject, Jess explains, “I knew that if we were going to break through in this very crowded MarTech and adtech space, we needed to do something different”.

For a company marketing to marketers, a generic brand page and a standard content calendar wasn't going to make a big enough impact.

Vector needed a way to let its big personality shine through. A B2B podcast felt like the right vehicle for growth, but only if they could build something with a hook or concept worth listening to.

The concept had to have a purpose beyond brand awareness alone - something genuinely entertaining, relatable, and useful for a senior marketing audience.

Here's something most marketers won't admit: their first idea isn't always their best idea.

For Jess, the original podcast concept that they’d come up with at Vector was technically fine. It was about how to get people through the funnel in creative ways. Structured. Informative. Predictable. But it wasn't nearly exciting enough.

Jess realized that if she and the team weren’t getting excited enough about building the podcast, people weren’t going to be excited about listening to it.

To drive genuine growth and showcase Vector’s stand out personality, Jess needed something stronger. Something she knew would offer lasting value and that she’d actually feel motivated to build from the ground up.

So she did something brave. With only 8 days to go until they recorded in the studio, she said to Josh Perk, Vector’s CEO and the podcast co-host, “We don't have a show. Give me 24 hours!”

In those 24 hours, Jess contacted people she trusted, asked what they'd genuinely want to hear from a marketing leader and her CEO. She got almost universally the same answer:

It tells you exactly what the show’s about. It's a little cheeky and it fits Vector’s brand personality perfectly.

From there, the Seinfeld-style episode naming followed naturally!

Each episode is named after one very specific scenario/problem. Not vague, nor stuffy or corporate. Think: ‘Josh Wants to Start an Influencer Program' or ‘Jess Wants a Real Marketing Budget'.

People get excited when they hear a great name of something and when you name an episode like that, people can already picture themselves in that situation.

It's a content strategy that starts with specificity and ends with an audience that feels genuinely seen.

When the co-hosts don’t live in the same State, the natural choice for many would be to remotely record podcast episodes on Zoom, Riverside or similar. However, Jess and Josh record in-person - a deliberate choice and a significant investment. For a brand that wants to do things differently, it made sense on several levels.

Firstly, chemistry. Jess and Josh have a real working relationship. They can quip and retort faster in person, they catch each other's energy, and the banter that makes the show special is harder to capture over a Zoom conversation.

Secondly, the production quality. Recording in person means they can batch a whole season in one trip, capture polished video, and generate a library of YouTube Shorts and social clips from each session for content repurposing.

Third, recording multiple episodes in one studio session helps you to avoid feeling like you’re ‘always in it’ for a long period of time.

“We get a lot of the production work done all at once,” Jess said. “From there, it's really just post and promotion.”

Here's where the strategy gets interesting.

Jess and Josh don't rely on the Vector brand page on LinkedIn to promote the show. They lean into their personal LinkedIn profiles, and the chemistry between them has taken on a life of its own.

Brand pages don't get as much reach as they once did. But personal pages can get really great engagement.

They post from their personal profiles, get the entire team involved, and let the relationships that already exist inside Vector be the voice of the brand.

The energy doesn't just live in the posts themselves, it also extends into the comments. Jess and Josh tag each other in, respond to each other, and banter in the comment threads.

Other people join in. The comments become their own conversation, with the very same personality and dynamic that makes the podcast work.

To amplify Vector’s B2B podcast strategy and add personal depth, Jess actively encourages everyone in the business to talk about what they're working on.

Product updates. Behind-the-scenes moments. Their personal perspective on what they're building. The logic is simple - the people closest to the work are often the most credible voices, and they each bring a different audience.

This “all in” approach to employee-led content marketing has created what Jess calls an “awareness magnet” - a combination of podcast, personal posts, and active comment interactions between her, Josh, and others in the business that draws people into Vector's orbit and keeps them there.

In practice, this means Vector's brand voice isn't owned by one person or one account, Instead, it's distributed across a team of real people who are living the work.

 For more on employee-led content check out Why Employee-Led Content Is the Biggest B2B Advantage in 2026 and How to Gain Cultural Buy-in for Your Employee-Led Content Program with Sarah Goodall.

They're also going deeper into what Jess calls “Vector-on-Vector”, using Vector's own contact-based advertising platform in their own marketing. The team identifies the people engaging with their content and runs targeted ads back to them. They then share those results back with customers and prospects.

“It's the best proof point we have,”' Jess said. “We can show exactly what we're doing with Vector, exactly what results we're getting. That becomes the case study.” It's smart product marketing: the product demonstration becomes the proof of value.

We’re happy to say that Season 3 of This Meeting Could Have Been a Podcast is also in the works. With two seasons complete and a growing audience, Jess is thinking about how to build on what's working, the format, the chemistry, the Seinfeld episode naming, while finding new angles to explore.

• Start with a concept you actually believe in. If you're not excited about building it, nobody will be excited about listening.
• Name everything like it matters because it does. Titles and names carry more weight than most marketers believe.
• Be clear about who the show’s for and what it gives them. A show with a purpose beyond brand awareness is a show people want to come back to.
• Lean into personal branding over brand pages. People connect with people, not logos, and the comment sections are part of that, too.
• Think about production ROI. Recording in person, in batches, means more content from fewer sessions.
• Don't underestimate the newsletter. It may be your best-performing content marketing channel.
• The unexpected benefits of a strong B2B brand are real. Word of mouth, vendor deals, talent attraction — these are the outcomes that compound over time.

If you’re thinking of launching a B2B podcast, or you’d like help developing your current B2B podcast strategy, we’d love to help, click here and let’s arrange to speak.

Thanks for reading. We hope you found this helpful, let us know on LinkedIn.

Content 10x is the world’s leading authority on content repurposing. Specializing in transforming your content into multiple formats and distributing it across various platforms, Content 10x helps maximize your reach and impact. Our expert team takes your core content and creates a diverse array of high-quality, engaging assets, including videos, podcasts, social media posts, and more. Trust Content 10x to enhance your content strategy and ensure your message is seen and heard by the right audience.

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