B2B podcast
ROI calculator
What your show really costs each quarter, your time included, set against what it returns. Then the same quarter with distribution done for you.
Your quarter
| Measure | By hand | With PodRescale |
|---|---|---|
| Hours | 108 | 2 |
| Cost | $16,200 | $388 |
| ROI | Add a return | Add a return |
Solo on yearly billing ($29 a month), and about 10 minutes of review an episode.
See pricing →How the numbers work
The model from our guide to B2B podcast ROI. Fill it in once a quarter; monthly is too noisy for most B2B shows.
Return = influenced pipeline × win rate + content value Cost = production + distribution tools + hours × hourly rate ROI = (return − cost) ÷ cost
The full guide, with a quarterly scorecard: B2B podcast ROI: how to measure what your show is worth.
Your time is a cost
Distribution by hand takes eight to ten hours an episode. It is often the biggest cost of the whole show, and the one least likely to be on anyone’s budget.
Downloads aren’t the return
A B2B show earns through the pipeline it influences, the relationships it opens and the content it produces. Count those, not plays.
Don’t invent the return
Start with what you can count this quarter: deals where the show came up, and what you would pay someone to write what the show already produces.
Questions about podcast ROI
- How do you measure the ROI of a B2B podcast?
- Set what it returns against everything it costs, each quarter. The return is the pipeline it influences times your win rate, plus what the content it produces would cost to commission. The cost is production, tools and the hours everyone spends, at a realistic rate.
- Are downloads a good measure of podcast ROI?
- Not for a B2B show. A B2B podcast is trying to be trusted by a small number of the right people. Three hundred listeners who are your buyers is an excellent audience. Track reach where your buyers are, relationships and influenced revenue instead.
- What does a podcast episode really cost?
- More than the budget line, once you count time. Preparation, recording, editing, tools and distribution. Distribution by hand alone is eight to ten hours an episode: finding moments, cutting clips, writing posts, designing quote cards, notes, the email and scheduling.
- What does automating distribution change?
- The hours, not the return. The posts, clips, quote cards, newsletter and notes are drafted for you from what was said, and a person reviews them in about ten minutes an episode. The content still goes out every week.
See your hours come back on your own episode.
Paste your feed. Your first episode is free, with every feature, and no card.
Free · no card · ready in about 30 minutes