The subtle way podcasting fits into the world of B2B lead generation


Podcasts, are they a good loss value lead generation tool?

There are a lot podcasts out there that people flock to for their stories and they’re worth every second.

Like How I Built This, and History For Radicals.

Then there are podcast where the interviews are so juicy that people to tune in just hear the host and the people being interviewed share their opinions about everything under the sun.

The value for both types of podcasts is obvious.

We can throw roundtable format podcasts into the interview style bin too.

There are a few out there like the podcast Sleep With Me where the sole value of the podcast is that it's focus is to help people sleep.

Exceptions to the rule.

Also, there are podcasts that fill a variety of non revenue generating purposes. Whether that’s to supplement the content available for a book that the host recently published or a podcast entirely based on reviews of a television series or animated series.

Beyond eventually gaining enough popularity to attract advertisers podcasts fall into one other category these days. One that many businesses are not capitalizing on today.

The loss value lead generator.

Remarkably similar to the setup of liquid ad funnels -- that are understood to create a break even budget spend or total loss of budget — podcasting struggles to define its value and budget worthiness in the marketing arsenal of business today.

Much like Social Media in its early stages.

A handful of companies have strategically used podcasting as a corporate learning tool to further engage and educate their teams but many companies are yet to be convinced of its convenient content format to justify a budget that can produce quality content.

If you asking yourself how a podcast can be a loss value lead generator — consider the fact that the invitation to a podcast offers the opportunity for people who wouldn’t otherwise meet to jump into a conversation.

Now even if you could delegate the post production to a cheap inexpensive resource on networks like Upwork or Fiverr. The end product is likely to match the budget. No different from video. You get what you pay for and who you pay for in any production.

So, what is the ROI of a guest who is both a great fit to your target audience but also a great fit as a client?

Depending on your offering, and their need for it — it could be huge.

Of course if used as a lead generator then your podcast certainly doesn’t need to meet any quality standards beyond the fact that it’s been published and offers the guest an opportunity to promote their business or product such as a book.

For this type of podcast quality is hardly necessary because you don't intend to focus on building an audience but that is the quickest way to turn off future leads because it could be used as a reflection of the way you run your business. If quality doesn't matter to you, you may lose leads who are hypersensitive to the quality a company is putting out into the world.

Certainly a debatable marketing opportunity for both parties involved and the podcasts industry is still young enough to have an undefined future that every player involved can impact.

A lot of the ROI in podcasting stems from one of the other challenges for podcasting to overcome, which is discoverability.

Much like a new Artist, Author, Coach or Public Speaker — building a brand is the most expensive item on the agenda and probably the biggest lag indicator because of the fact that you don’t see a brand until it becomes a brand.

Therefore, the question that comes up is whether a podcast is worth investing in similar to the way small businesses used to wonder about social media and ironically exactly the way some large corporations today still struggle to see the ROI in social media. Don't get me wrong, i'm not complaining. It's the only space small and medium sized business can use to compete with their bottomless budgets.

The podcast channel is young and definitely a supplemental format in regards to content creation with a few exceptions for people like James Altucher, Cal Fussman, Tim Ferris and Joe Rogan. Their podcasts are a pivotal pillar to their content universe and brand awareness generator.

The demand is beginning to grow as more and more people of all ages see the advantages of listening to a podcast in the same way an audiobook offers value.

As the battle for mind share or attention continues and the best and brightest or biggest pockets reverse engineer the way to win a bigger piece of the pie. The attention pie.

The opportunity in podcasting being a workable model to be used as a loss value lead generation channel still exists — its ROI is equivalent to your Minimum Viable Product and your invited guests need for your MVP.

If you’re interested in why I’m in a position to bring this this topic up for discussion — it’s because I’m in the podcast production business.

I've come across a lot of do's and don'ts that i've been working on breaking down and sharing with the world. Unless someone beats me to it.

If you have any questions feel free to personally email me at

Thanks for reading, I don't write much but when I do it's because I definitely took the time to know what i'm talking about with experience.