What should a B2B podcast cost per episode?

A consumer podcast is finished when the audio is published. A B2B podcast isn't finished until it's done its job, and the job is usually three things.

Reaching the right people, not the most people. The episode needs to land where your buyers are, which for most B2B shows means video on YouTube and clips on LinkedIn, rather than an audio-only feed waiting to be discovered.

Producing things other people can use. Sales wants a clip to send a prospect. The guest wants something they're proud to share, because the guest was probably a relationship you wanted anyway. Marketing wants a written asset. One recording, five or six outputs.

Holding a schedule for long enough to matter. B2B podcasts compound slowly and die of production friction. A show that stops at episode nine has spent its budget, used up goodwill with every guest, and left a dated public artefact of something the company started and didn't finish. The per-episode cost of a show that stops is infinite.

So when you price a B2B episode, you're pricing the edit, the video, the notes, the clips, the publishing, and the reliability. Quotes that only cover the first item look cheap for a reason.

The rate card is published, in pounds, per episode, no minimum term. Three scopes:

Clips beyond what's included are £10 for a captioned cut and £40 for an advanced one with titles, b-roll and animated captions, so you order what you'll actually post.

For most B2B shows the honest answer is full production, and not because it's the most expensive. It's because the things a B2B show needs (video, clips, notes a guest will share, a schedule that holds without anyone in-house chasing it) are exactly the things the two smaller scopes leave with you. Editing only makes sense if you already have someone doing the rest well. If you don't, £110 for the edit becomes £110 plus a marketer's afternoon every week, and the second number is the one that ends the show.

Not episode length, mostly. A 40-minute episode and a 60-minute one are close in cost, because the work is in the decisions rather than the minutes. What actually moves it:

Video. Roughly doubles the production work, because every cut has to hold on the picture and there's a whole second set of deliverables. For B2B it's usually non-negotiable, since YouTube is where the show gets found and LinkedIn is where the clips go.

Number of speakers. Two people is a conversation. A four-person panel is four sets of levels, crosstalk, and a structural edit to keep it followable. Panels cost more and often work less well.

Repurposing volume. Four clips an episode is normal. Twelve, plus a written article, plus a LinkedIn carousel, is a content operation and priced as one.

Cadence. Weekly is more per month and less per episode, because the spec is settled and the pipeline runs. Monthly is cheaper per month and each episode carries more setup.

Recording quality. The variable you control. Separate tracks per speaker, a decent microphone, a soft room. A producer will tell you how to set this up in the first conversation, because a clean recording is cheaper for both sides than fixing a bad one every week.

The mistake is presenting the fee against nothing. Present it against what it replaces.

The internal hours. Someone in marketing spending five to eight hours a week on editing, notes and clips is spending those hours at their salary, on a task nobody hired them for, instead of on work only they can do. Price those hours honestly and the per-episode fee usually lands close to or below them. The editing cost calculator does this sum with your own figures.

The single point of failure. A show that depends on one busy person stops when that person gets busy. That isn't a hypothetical; it's the most common way B2B podcasts end. An outside producer's fee is partly a fee for the show existing in March.

The right success metric. Reach is the wrong measure for most B2B shows. What holds up in a board conversation is who listened, which conversations the show opened, and which guests said yes. Set that expectation before episode one, because the wrong metric agreed early is very hard to walk back. There's more on this in why B2B podcasts stall.

The comparison to an agency. If you're also quoting agencies, make sure you're comparing the same scope. Agency pricing tends to bundle account management and a minimum term; how that pricing works is its own topic. A per-episode producer rate is cheaper for the same output because you're not paying for the layer between you and the work.

There's always a cheaper quote. The question is what it's cheap at.

A £40 edit implies about an hour of work on a one-hour recording, which is enough to trim the ends and not enough to level two speakers recorded on different equipment or notice that the interesting part started at minute twenty. It also implies no notes, no clips, no video, and no one responsible for the schedule. So the £40 isn't the cost; the cost is £40 plus everything it doesn't cover, done by someone in-house, until they can't.

The shows that reach episode fifty are, almost without exception, the ones where production was somebody's actual job. That's the thing you're buying, and it's why the honest per-episode price for a B2B show sits where it does rather than lower.

If you want a number against your actual show rather than a typical one, say what it is: format, cadence, filmed or not, and what you'd want handled. You'll get a scope from the rate card and a straight answer, including "keep it in-house" if that's the right one. The full breakdown of what production costs at every level is there if you want the bands beyond ours.