Podcast analytics platform CoHost has launched a new tool for the growing number of B2B brands producing their own podcasts.

The B2B Analytics tool aims to address a knowledge gap when it comes to podcast analytics – which are more geared towards consumer audiences and relevant metrics – making it difficult for B2B brands to prove ROI and make decisions about future content.

“We tend to overlook the branded and B2B space when we size the entire podcast industry,” said Bryan Barletta, partner at Sounds Profitable and a consultant for CoHost. “I truly believe that this space accounts for hundreds of millions of dollars that don’t get accounted for in the IAB estimates. The tools we have today tailored to the B2B space are minimal, which is why prioritizing analytics like insights into the businesses associated with our listeners is a major win for branded podcasts everywhere.”

The data provided by the new includes a breakdown of companies tuning into a podcast or a specific episode, including their industry, average size and average revenue, as well as the ability to compare audience for each episode and export data for lead generation activities.

“We’re empowering B2B brands with the insights to see whether their podcast is reaching their target market, the ability to connect their podcast to marketing-qualified leads and the data to justify the ROI of their show,” said Fatima Zaidi, founder and CEO of CoHost and podcast-focused agency Quill.