If you’ve got a budget review coming up and someone with a spreadsheet is about to ask what your B2B podcast actually does for the business, downloads won’t answer it.
Downloads tell you people are listening. That does matter. But a download doesn’t sit next to a cost. And that’s the only kind of number a CFO can do anything with.
I’m Neal Veglio, and in this episode of B2B Podcasting Insights I’m showing founders, CMOs and business owners exactly what to bring into that room instead: a fully loaded cost number of your own, and the three counts that show what your podcast has changed in the business, not just what it produced.
We look at why bringing your download chart turns your podcast into a media buy judged on cost per thousand, why founders either over claim or shrug and say “brand awareness”, why you down hours belong on the cost sheet, and the three counts that work as genuine buying trigger evidence: deals where a prospect mentioned an episode unprompted, episodes your sales team sent instead of booking a call, and inbound that names the show.
There’s also a simple rule for when you go looking and finding nothing at all: say zero, then say how you’ll measure it next quarter. Plus a Founder FAQ from Tamsin in London, who wants to re-record her cringeworthy episode six, and a quick tip on checking your show at 1.5x speed.
Useful links
Podcast Value Scorecard (where you stand out of five, plus the three numbers on one page).
Timestamped Summary:
00:27 The question someone with a spreadsheet is about to ask.
00:55 Why downloads are the one number a CFO can’t use
01:43 How downloads turn your podcast into a media buy
02:12 Overclaiming, underclaiming and Janet the CMO
02:49 First: bring your own fully loaded cost number
04:30 Yes, your own hours go on the sheet
05:06 Second: a number your podcast changed, not produced
05:44 Count one: deals where a prospect mentioned an episode
06:11 Count two: episodes sales sent instead of booking a call
06:52 Count three: inbound that names the show
07:11 Why you don’t need an attribution model for this
07:52 Third: if the number is zero, say zero
08:29 What to measure next quarter
09:04 Why a CFO trusts a zero with a method
09:46 Would your sales conversations get longer without it?
10:25 Founder FAQ: should Tamsin re-record episode six?
12:48 Quick tip: check your show at 1.5x speed
13:49 Final thoughts: line item or asset?
14:12 The scorecard and the Podcast Growth Diagnostic
You may also like…
The Is your podcast doing its job? Episode.
(click the image to go to the episode)
