Which B2B brands sponsor which podcasts

monday.com spends more than everyone else combined

monday.com and Apollo are doing the same thing at different scale. Both buy cheap slots in bulk and take whatever inventory comes back — monday.com lands on Mary Trump Daily, Apollo on Cincinnati Soccer Talk, Abraham Hicks and a Cthulhu Mythos show. Nobody picked those shows. For how these CRM vendors are seen by buyers, see our CRM market sentiment report.

Clay, Salesloft and Cognism run no podcast ads at all

For a category that never stops talking about itself, the silence is the surprise. 6sense and Demandbase spend nothing here despite dominating category conversation — see the ABM platform comparison.

Two apparent buyers turned out to be false matches and are excluded. Calendly showed 30 ads, all of them financial advisers reading out their own Calendly booking links. Clari showed one, which was a gadget shop with a similar name.

The sales shows do sell ads, and 30MPC sells the most

Seventeen sponsors, every ad read by the host. Gong’s retreat tracks the wider shift covered in our conversation intelligence report.

Sales Gravy is the odd one. Its biggest sponsors after Nooks are Aura, American Express, Grainger, Mint Mobile and Lowe’s — general advertisers, not sales tools. It is monetised through an ad network rather than by the category it serves.

Fourteen vendors only turned up by reading show rosters, never by searching their name: Outreach, 11X, Unify, Mutiny, Attention, TitanX, TextUs, Insightly, Responsive, First Orion, 1UP, Prospero, Prospio and HighLevel. Searching by brand only finds brands you already suspect.

Vanta’s top shows are tech, security, investing and venture

Vanta sells security compliance software, and its four biggest buys are security, developer and investor shows. Those reach its actual buyer. The true crime and political news everyone points at is the other, cheaper half of the programme.

The 650-podcast number counts both, so Vanta’s real plan is about half that size. monday.com’s is closer to a quarter.

Vanta runs on NPR and Fox News, CNN and the Daily Wire. It is buying audience size and not worrying about whose politics its ad sits next to.

Two shows carry 248 B2B sponsors between them

TBPN and The Twenty Minute VC. On both, the host reads every ad, so you buy by dealing with the show directly. There is no self-serve way in.

Attio ran 73 straight TBPN episodes from August to December 2025, then stopped and moved to Prof G Markets. It used the show to launch and then left.

HubSpot owns the shows it advertises on

Three of its biggest placements are podcasts it publishes itself. Eight more are Spanish-language, and its heaviest buy anywhere is a Chilean current-affairs show. Related: our HubSpot Marketing Hub sentiment report.

OpenAI is selling business software on college football

The ChatGPT for Work campaign started on 24 July 2026. Two weeks in: 34 shows, all iHeart and Pushkin, and not one business show among them.

Shows with more than one B2B buyer

More than one company picked each of these on its own.