For B2B marketing leaders
Paid podcast
distribution.
Give a strong episode a defined audience, then decide whether the campaign earned another investment. A practical guide for VPs of Marketing, CMOs and the teams behind B2B shows.
Follow one campaign
through the decision.
The guide follows an illustrative episode about a manufacturer's system rollout. Audience research shapes the brief. The cost model makes the budget comparable. The campaign review shows what deserves another investment.
You'll see why a campaign can meet its cost ceiling and still fall short of its delivery commitment. Use the printable investment brief to put your own plan in writing.
Inside the guide
Know what you're
paying to achieve.
- 01
Choose the audience
Podcast consumption data from Edison Research and B2B buying-group research from Edelman and LinkedIn.
- 02
Give buyers a reason to listen
How one useful episode can speak to functional leaders, finance and the people expected to implement a change.
- 03
Know what the campaign costs
A worked example of cost per download, fees and attribution, plus a chart for setting a cost ceiling.
- 04
Decide whether to invest again
A pilot plan, an executive scorecard and a decision tree for expanding, revising or pausing the next campaign.
- 05
Write your own investment brief
A printable page to agree the audience, budget, delivery commitment and review criteria before launch.
The executive field guide
Give your next campaign
a clear starting point.
The form is a demo. Details are not sent or saved; the PDF download is real.
Research you can check
The guide links to Edison Research's 2026 audience study, the 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report, IAB Tech Lab's measurement guidance and LinkedIn's company-targeting documentation. Campaign calculations are illustrative, not client results or pricing promises.