How a B2B Podcast Actually Drive Real Business Growth—Laura Patterson | Ep 124

If you’ve ever wondered how a podcast can go from a simple internal recording to an engaging show loved by a community, this episode is for you. I sit down with Laura Patterson to explore “What’s Your Edge?”—her show that started with metaphors and has evolved into a platform for real, practical stories from her business community. You’ll pick up some actionable ideas on how to use metaphors and storytelling to simplify tough or abstract topics for your own listeners. We also chat about the realities and logistics of moving from solo episodes to guest interviews, and how that shift can add value and new challenges to your workflow. Plus, if you’re thinking about your podcast’s purpose, Laura shares advice on staying clear about who you’re serving and why that matters more than big download numbers. Tune in for down-to-earth tips on content planning, pacing yourself, and building systems that fit your life.Connect With Laura PattersonWebsite: https://visionedgemarketing.comLinkedIn: https://www.linkedin.com/in/laurapattersonvem/If My Podcast Story speaks to you, consider subscribing so you never miss an episode. And if you have a moment, leaving a review helps more people discover the stories shared here. Your support truly means a lot.There’s more to every story than what you hear on the episode. Join the My Podcast Story newsletter to receive thoughtful takeaways, episode extras, and personal notes that don’t make it into the show. It’s a quiet way to stay inspired between listens.Sign up here: https://mypodcaststory.com/joinChapters00:00 Origins of VisionEdge Marketing00:48 Naming the Podcast & Its Edge01:28 What VisionEdge Marketing Really Does02:22 Navigating Workspaces and Distractions03:11 Industries They Serve & Customer Focus04:09 The Surprising Birth of What’s Your Edge05:26 Using Metaphors to Teach06:08 Running Out of Metaphors—Evolution Begins06:40 Shifting To Guest Conversations07:18 Customer-Led Podcast Growth07:56 From Idea To Production Process08:56 Guest Interviews vs. Monologue Episodes09:39 Early Fears and Lessons Hitting Record10:32 Transitioning Into Interview Format11:49 The Real Power of Conversation13:07 Letting Guests Be the Heroes15:45 Finding Relatable Stories Through Guests17:28 How Laura Chooses Her Guests18:48 Preventing Surprises: How They Prep20:30 Learning Podcasting Beyond Audio22:03 Colleagues Asking For Podcasting Advice23:03 Biggest Challenges with Growth and Guests24:03 Expanding the “What’s Your Edge” Host Circle25:58 Tapping Guest Networks for Referrals27:14 Podcasting’s Shift Towards Video & TV28:05 YouTube and Cross-Promotion28:39 Proudest Moments as a Podcaster30:28 Defining Podcast Success31:40 Building Systems & Content Calendars33:18 Resourcing Indie vs. Team Podcasts33:34 What Laura Would Have Done Differently34:58 Best Advice for New Podcasters36:05 Defining Consistency on Your Terms38:23 Lightning Round: First Podcasts & More39:39 Dream Guest and Podcast Style41:07 Favorite Tools Laura Relies On42:28 Transitioning to New Podcast Tools43:34 Barriers to Change and New Tech46:25 Most Embarrassing Podcast Moments50:15 Final Reflections & Staying Helpful51:45 Connecting with Laura Patterson