podcast ROI calculator

What is your B2B podcast really worth?

Enter what your podcast costs and the audience it reaches, and this calculator estimates the pipeline and revenue it influences, your return on investment, and how long it takes to pay back. The model is deliberately conservative - it counts influenced pipeline, not vanity downloads.

influenced revenue / year£1,382,400
ROI2204%
payback<1 mo
deals / year115
Strong return - this podcast pays back more than 22x its cost in influenced revenue.
cost vs influenced revenue
annual cost£60,000
influenced rev£1,382,400
what to do
  • 115 deals a year from roughly 768 podcast-influenced leads at your conversion rates.
  • The show pays for itself in about under a month of influenced revenue.
Want a podcast that drives this kind of pipeline? Fame does it for you.
Fame runs the whole show - strategy, guest booking, production and promotion.
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Built by Fame - B2B podcasts that drive pipeline.

how to use it

How to use the podcast ROI calculator

  1. Enter your all-in podcast cost - either your agency fee or your in-house cost per episode times the number of episodes.
  2. Add your average listeners or downloads per episode and how many episodes you publish a year.
  3. Set the share of listeners who become a lead, the share of leads that become a deal, and your average deal value.
  4. Read your influenced revenue, ROI and payback - then copy the link to share the numbers with your team.
worked example

See it with real numbers

For example, say your show costs £48,000 all-in for the year and reaches 1,200 listeners across 24 episodes. If 2% of listeners become a tracked lead and 15% of those leads close at an average deal value of £18,000, that is roughly 7 deals worth around £126,000 in influenced revenue. Against £48,000 of cost, that is a return of about 163%, with the show paying for itself in well under a year. The takeaway: even conservative per-episode conversion turns a B2B podcast into a clear pipeline win, not a cost.

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keep reading

Related resources

Further reading on the Fame blog: Podcast ROI Isn't a Guess: It's A KPI-Driven Discipline (Here's The Playbook) →

Podcast production cost calculator

Work out the true cost side of the ROI equation - per episode, monthly and annual.

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Podcast ROI

What podcast ROI means and how B2B teams actually measure it.

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Podcast attribution

How to connect podcast listening to pipeline and revenue.

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Podcast ROI report template

Turn these numbers into the exec-facing report that proves the show's value.

learn more →
questions

Frequently asked questions

How do you measure podcast ROI?

Podcast ROI compares the revenue a podcast influences against its total cost, expressed as a percentage: (influenced revenue - cost) / cost. The hard part is attributing revenue, because B2B podcasts mostly influence deals rather than directly source them. This calculator uses a simple funnel - audience to leads to deals to revenue - so you can model a conservative, defensible number rather than guess.

What is a good ROI for a B2B podcast?

Because a podcast is owned media that compounds, even a modest per-episode conversion rate can produce a strong return once you account for the full back catalogue and brand lift. Most B2B teams should aim to at least cover cost within the first year and treat everything beyond that - plus the content, relationships and authority it builds - as upside.

Should I count downloads as ROI?

No. Downloads are a reach metric, not a revenue one. The point of a B2B podcast that drives pipeline is the deals it influences, so this tool deliberately converts audience into leads and deals rather than valuing raw downloads.

B2B podcasts that drive pipeline

Want a podcast that actually drives this pipeline?

Fame runs B2B podcasts end to end - strategy, guest booking, production and promotion. Done for you.

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