A company operating in the electrical wholesale sector aims to assess the relevance of a podcast for its B2B clients. The communication channels in use are perceived as text-heavy. Therefore, a podcast as an auditory approach is sought. With this in mind, the following research questions should be answered: What the communication needs of the B2B target groups are and how an effective communication concept could strengthen brand identity, what opportunities and challenges could be faced in the establishment of a podcast, and if a podcast would be a potential channel for its B2B clients.

First, a literature review on communication strategies and podcast effectiveness was conducted. Following this, client preferences and employee opinions were assessed through surveys and interviews. Additionally, three hypotheses were developed from the survey results to explore factors influencing podcast listenership. Moreover, best practices from a use case company in the B2B sector were gathered through interviews to gain insights for podcast implementation and maintenance. Finally, a SWOT analysis was conducted based on the combined findings from the surveys, interviews, and hypotheses.

The research revealed important insights regarding the company's use of podcasts as a B2B communication channel. Younger participants, aged 18-34 and working in office environments, preferred podcasts, suggesting that targeting these groups could enhance engagement and brand awareness. The "Podcast Enthusiast" and "Podcast Curious" personas demonstrated a strong interest in content related to new technologies, market trends, regulatory developments, and best practices. Interviews with employees revealed the willingness to support the implementation of a podcast. However, a weakness identified was the saturation of information across existing channels, which has to be considered when integrating a podcast. Moreover, the survey data highlighted specific client communication preferences, underscoring the need for tailored podcast content to reach this audience effectively. Similarly, the insights from the use case company emphasized the importance of customized podcast content to meet audience needs. Overall, the research demonstrated that, when appropriately tailored and integrated, podcasts can serve as an effective communication channel for the company with their B2B clients.