Startup and SMB growth services provider Sellerant has acquired podcast production company Proclaim, in a move aimed at enhancing its top-of-funnel performance services for B2B clients.
Proclaim, founded in 2020 by Ben Wiggins, has carved out a niche producing podcast content for businesses and educational institutions. Now operating as a Sellerant-owned company, it will be integrated into the wider Sellerant offering—spanning go-to-market strategy, marketing, lead generation, sales enablement and AI-powered revenue operations.
For B2B marketers, the deal signals growing recognition of podcasting as a serious demand-generation channel. “Podcasting is more than content—it’s a strategic tool for building trust, authority, and lasting relationships,” said Kenan Rappuchi, Sellerant’s founder and CEO. “The addition of Proclaim represents a significant leap forward in our ability to help clients stand out and drive meaningful growth.”
The acquisition comes at a time when many B2B firms are rethinking how they engage audiences across longer and more complex buying journeys. With podcasting offering a blend of storytelling and repeatable engagement, the medium has gained ground as a way to build authority in crowded markets.
“Joining forces with Sellerant allows us to amplify the impact of video podcasting on a larger scale,” said Wiggins. “Together, we’re creating a demand generation engine that is both innovative and results-oriented.”
Founded in 2007, Sellerant has worked with VC-backed startups and small businesses globally, using a mix of strategy, tech and outsourced sales enablement. Its acquisition of Proclaim adds a new dimension to its proposition at a time when B2B content marketing is under pressure to deliver both reach and relevance.
As competition for attention intensifies—and generative AI accelerates content production—the integration of podcasting into the Sellerant growth stack reflects a broader trend: the shift toward more human-centred, voice-driven content in B2B. For many marketers, it’s a signal that audio storytelling is moving from brand building to pipeline contribution.
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