How to Build a B2B Podcast That Drives Pipeline with Tom Hunt (Growth Activated)

In this episode of Cash Machines, host Mandy Walker is joined by Tom Hunt, CEO of Fame. They discuss why an audio show should be the final marketing channel an organisation launches, the strategic positioning matrix required to attract a loyal professional audience on her podcast, Growth Activated, and how to prove immediate return on investment to a cynical finance director. Tom shares his journey from management consulting to running a leading B2B podcast agency, highlighting the core operational errors that cause corporate programmes to fail. The conversation covers how to define a narrow market niche, why tracking host-to-guest speaking ratios is critical for quality, and how to use intentional guest acquisition strategies to build high-value sales pipelines. Finally, they unpack growth tactics including vertical video distribution and listicle backlinks for artificial intelligence discoverability.