Interview show
The most common B2B podcast format: a host interviews a guest each episode. It's popular because it's repeatable, it brings a built-in reason to reach out to senior people, and it keeps the content fresh without the host carrying every episode alone.
For example, a martech company runs a fortnightly interview show where the founder hosts a marketing leader from a target account. The format gives sales a warm reason to reach out, and the guest almost always shares the episode with their own network.
Why it matters: the interview format is a relationship engine. Inviting someone onto your show is a far warmer, more flattering outreach than a cold pitch, and it produces content buyers actually want - which is why it's the default for B2B shows that want to drive pipeline.
Good looks like the host talking less than the guest while still steering every answer back to a question your buyers actually ask.
- Booking guests for their follower count instead of their relevance to your ICP.
- Reading questions off a list rather than following the interesting thread.
- Letting the guest deliver an uninterrupted product pitch.
What is an interview show?
The most common B2B podcast format: a host interviews a guest each episode. It's popular because it's repeatable, it brings a built-in reason to reach out to senior people, and it keeps the content fresh without the host carrying every episode alone.
Why is the interview format so popular for B2B podcasts?
Because the guest invite doubles as relationship-building with exactly the people you want to sell to, and because guests promote the episodes to their networks, extending reach for free.
What's the alternative to an interview show?
Solo episodes, co-hosted shows, panels and narrative/documentary formats. Many B2B shows mix an interview core with occasional solo or narrative episodes.