I get this question on every discovery call, and almost nobody has gotten a straight answer before they land on mine. People have been quoted a range so wide it is useless, or worse, told to book another call to find out. So let me just show you the math.
First, the question underneath the question. “What does a podcast cost” is the wrong thing to ask. The right one is what you need the podcast to do for the business, because the cost only means something next to the job. A branded podcast for a B2B company is not a hobby with a microphone. It is a sales and marketing tool, and what it costs depends on whether you are trying to fill a pipeline, build authority, get in front of your ideal clients, or all three.
Here is the honest landscape.
| Tier | Rough cost | What you get | The catch |
| DIY | Under $500/mo | Your gear, your hosting, full control | 15 to 25 hours of your time per episode |
| Freelancer | $500 to $2,000/mo | A pair of hands for editing | Strategy, booking, and growth stay on you |
| Agency | $30,000 to $80,000/yr | A full system, owned end to end | Real money, so it has to drive real outcomes |
| In-house | Usually higher | A dedicated person | One salary, one point of failure, can quit |
DIY looks free until you count the hours. Fifteen to twenty-five of them per episode, once you add up booking, prep, recording, editing, writing, and posting. For a founder whose time is the most expensive thing in the company, that is rarely the bargain it looks like.
A freelancer takes the editing off your plate for five hundred to two thousand a month. That is a real help, but you are buying hands, not a brain. The strategy and the growth are still yours to figure out.
What you are actually paying an agency for
This is the part that explains the jump in price, and it is the part nobody says out loud. You are not paying for editing. You are paying for a system, and for someone other than you to own it.
A freelancer edits a file. An agency owns the strategy, the guest booking, the production, the distribution, the growth, and the result. The reason most B2B podcasts stall around month four is not talent or topic. It is that nobody owns the machine, so the work quietly slides off the side of someone’s desk. Agency pricing is the price of that not happening.
Our actual numbers
I publish our pricing, because if I am asking you to trust me on everything above, hiding the number would be a strange way to start.
Production starts at $2,800 a month. That covers four engineer-led recording sessions, a live engineer on every single one so you never sit there alone hoping it sounds right, full distribution everywhere your buyers listen, ten clips built from a profile of how you actually talk, branded graphics, a cold open on every episode, and the blog, social, and newsletter stack that comes out of each recording. The tier above adds guest booking and a media kit. A one-time setup fee covers your branding, your pilot, your distribution setup, and a professional mic shipped to your door.
One recording becomes more than twenty-five pieces of content, all of it leveraging the same hour of your time. That is the math that makes the monthly number reasonable instead of expensive.
So is it worth it
If you treat a podcast as a hobby, no. Skip it and keep your money. If you treat it as a sales and marketing tool that books your ideal clients into real conversations every week and produces a month of content from one sitting, the honest answer is that it is one of the few line items that pays you back.
FAQ
For a podcast meant to drive business outcomes, plan on $30,000 to $80,000 a year with a full-service agency. Less if you trade money for your own time.
Because you are buying a system and an owner, not editing. Strategy, booking, distribution, and growth are the expensive parts, and they are the parts that actually move pipeline.
Time. The hard costs are low. The fifteen to twenty-five hours per episode are what most founders cannot spare.
Yes. They are on the production page, no call required.
See exactly what comes out of one recording on the Podcast Production page, or book a call and I will tell you honestly whether a podcast is even the right move for you.