B2B Podcasting ROI: The Three Numbers a CFO Will Actually Accept

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 this week on 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 overclaim or shrug and say "brand awareness", why your own 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 find 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 cringe-worthy 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) https://podknows.co.uk/number

B2B Podcast Growth Diagnostic https://podknows.co.uk/diagnostic

Podcast Audits https://podknows.co.uk/audits

Podknows Website https://podknows.co.uk

Is Your Podcast Doing Its Job? (the one this picks up from) [LINK]

Leave a voicemail question https://podknows.co.uk/voicemail Or email neal@podknows.co.uk