Podcasting is booming, but if you’re a B2B creator, turning your show into a sustainable business can feel like solving a puzzle. I’ve been on this journey since 2016-through failures, pivots, and small wins. If you’re wondering how to monetise a B2B podcast, here’s my story, what worked, what didn’t, and actionable tips for your own path.

My Podcasting Origin Story

Back in 2016, inspired by Tim Ferriss, I thought, “Why not be the Singapore version?” I grabbed my iPhone 6, a Rode directional mic, and started recording. Five audio-only episodes later-some in-person, some via the now-defunct Skype-I was out $50 per episode for post-production and had almost no listeners.

Discouraged, I stopped.

The Second Attempt: Tools, Tech & Lockdown

Fast forward four years. The Covid-19 lockdown hit, and like many, I was desperate for connection. I bought a Samson Q2U microphone (for better Zoom calls, mostly for my guests’ sake) and thought, “Why not try podcasting again?”

This time, new tools made things easier:

• Zencastr for remote recording

• Descript for fast, easy editing

Gradually, I moved into video podcasts and, as of now, have 156 episodes-not counting commissioned projects like Work It and Rolling Stories.

Podcasting Today: Easier, But Not Always Profitable

Podcasting has never been more accessible. As Amir Bashirudin said on my show, “Everyone should have a pod.” Studios are popping up everywhere-though renting one in Singapore can cost $80–$200 per hour.

I still record virtually, mostly for cost reasons. My Descript Room subscription keeps expenses predictable, and I do my own editing. But time is money: some episodes take five hours to fix if the source files are messy.

If I count my man-hours, this is a loss-making hobby. And I’m not alone-most indie podcasters face the same challenge.

How Podcasters Make Money

1. Advertising

The classic route is ad reads-pre-roll, mid-roll, or post-roll. The global podcast industry generated $7.3 billion in 2024, thanks to ads, subscriptions, and platforms like Patreon.

2. YouTube Monetisation

You can host your podcast on YouTube, and for many, it outperforms Spotify. At work, Spotify is often blocked, but YouTube isn’t-so listeners tune in during office hours.

How much can you make? According to Social Blade, top Singapore podcast Yah Lah But earns an estimated USD $384 – $6,143 monthly from about 51,000 views. If you’re covering current affairs or trending topics, this is achievable.

3. B2B Reality Check

But what about B2B? Take Ahrefs: even with a big brand, they average 826 daily views, earning just $6 – $99 per month. My own numbers are even lower.

Bottom line: YouTube ad revenue is not a viable strategy for most B2B podcasts.

Smarter Monetisation for B2B Podcasts

1. Affiliate Marketing

If you’re in it for the long haul, start with affiliate marketing. Promote products or services you trust, and earn a commission when listeners convert.

I began with Zencastr’s affiliate program, adding pre-roll mentions. Conversions were minimal, but that’s not the point-it signals to your audience and potential advertisers that you’re open for business.

I also tried Remote.com affiliates (no luck), but the optics matter: advertisers don’t want to be your first.

2. Connecting with Advertisers

Once you have some traction, register on platforms like:

• Passionfroot

• LimelightHQ

These platforms connect B2B creators with brands. Set up your page, use relevant keywords, and let advertisers come to you. My audience is mostly HR professionals, so I’ve worked with brands like Rippling, Deel, and Sparkhire.

Don’t assume your numbers are too low. My YouTube subscriber count is only 677. In B2B, quality trumps quantity. Brands would rather reach 100% of a niche audience than 10% of a massive one.

Actionable Tips for B2B Podcast Monetisation

• Start with affiliate programs for tools you already use and love.

• List your podcast on sponsor marketplaces like Passionfroot and LimelightHQ.

• Highlight your audience’s quality (job titles, industries, company sizes) when pitching to advertisers.

• Don’t be discouraged by small numbers - niche audiences are valuable in B2B.

• Track your time and costs so you know when (and how) you’re profitable.

Resources

• Descript

• Zencastr

• Samson Q2U Microphone

• Social Blade YouTube Money Calculator

• Podcast Insights: Podcast Statistics

• Spotify for Podcasters

Final Thoughts

Podcasting for B2B is a long game. Don’t boo yourself off the stage before you even get to speak-let the market decide. Focus on the value you offer, experiment with monetisation, and above all, enjoy the process.

What’s your biggest challenge with podcast monetisation? Share your story in the comments or connect with me on LinkedIn. And if you’re curious about my show, check out my latest episodes on YouTube.

🎧 Podcast

Ratna Juita is an Indonesian-born, Singapore-based personal branding and well-being coach, TEDx speaker, and founder of The Mindgem. With a background in business (University of London) and certifications in training, emotional intelligence, and mindfulness, she specialises in empowering individuals and organisations to build resilience, avoid burnout, and develop authentic personal brands. Ratna has facilitated workshops for leading companies and universities, and her expertise has been recognised by media outlets such as Channel News Asia and The Asian Entrepreneur.

A Corporate, Big 4, and start-up HR Director turned Portfolio CHRO and HR Consultant, Julie helps businesses transform and thrive with progressive talent strategies that strengthen capabilities, boost productivity and improve employee experience.

She has 30+ years of human capital experience spanning Asia Pacific where 5 years were spent in Shanghai.

These episodes is brought to you by Deel, the all-in-one platform simplifying global team management with payroll, HR, IT, and compliance solutions, trusted by over 35,000 businesses worldwide. Learn more at ⁠deel.com/adriantan⁠.

Adrian Tan
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