Podcast ROI
The return a podcast generates relative to its cost - for B2B, measured mainly in pipeline and revenue influenced, plus the harder-to-quantify value of brand, relationships and content. Usually expressed as a percentage or a multiple of cost.
For example, a team spends £60k a year on their show. By tracking self-reported attribution and influenced opportunities, they credit the podcast with influencing £400k of pipeline and closing several deals - a strong return before even counting brand and content value.
Why it matters: podcast ROI is what keeps a show funded. Because podcasts mostly influence deals rather than directly source them, measuring ROI deliberately - through attribution and influenced pipeline - is the difference between a show that proves its worth and one that gets cut in the next budget review.
Aim to at least cover the show's cost in influenced pipeline within the first year - then treat brand, relationships and the back catalogue as upside.
Podcast ROI = (influenced revenue - podcast cost) / podcast cost
Use influenced pipeline and self-reported attribution; counting downloads as ROI overstates reach and understates value.
- Counting downloads as ROI - downloads are reach, not revenue.
- Expecting direct attribution for a channel that mostly influences deals.
- Ignoring the compounding value of an evergreen back catalogue.
How do you measure podcast ROI?
The return a podcast generates relative to its cost - for B2B, measured mainly in pipeline and revenue influenced, plus the harder-to-quantify value of brand, relationships and content. Usually expressed as a percentage or a multiple of cost.
What is a good ROI for a B2B podcast?
A reasonable first-year goal is to cover the show's cost in influenced pipeline, then treat brand, relationships and the compounding back catalogue as upside. Owned media that compounds can deliver very strong returns over time.
Why shouldn't I measure podcast ROI by downloads?
Downloads measure reach, not revenue. A B2B podcast's value is in the deals it influences, so ROI should be built from audience-to-lead-to-deal conversion, not raw download counts.