
Compared CAC across 4 acquisition channels for our B2B SaaS. One result genuinely surprised me.
We've been testing acquisition channels properly for about 8 months. Actual tracked numbers, not vibes. Here's what we found:
Cold email via Apollo + Instantly stack: CAC around $380 per paying customer. That's before you factor in SDR time. With time included it's closer to $600.
LinkedIn outreach: CAC around $520. Higher quality conversations but the volume ceiling is brutal.
Meta ads: CAC around $740. Terrible signal quality after iOS changes. We were flying mostly blind on attribution.
Podcast sponsorship on two niche B2B shows: CAC around $210.
The podcast number took us a while to trust because it felt wrong. So we ran it for three months to make sure it wasn't a fluke. It held.
Here's what I think is actually happening:
In B2B, your buyer is already listening to industry podcasts as part of their job, not as entertainment. A Head of Revenue listening to a sales podcast is in a completely different mental state than the same person scrolling LinkedIn. They pressed play deliberately. They're in learning mode. Your ad lands inside that context instead of interrupting something else.
And the host has built real credibility with that specific audience over years. When they read your ad it doesn't feel like an ad, it feels like a recommendation from someone they already trust in their field. That trust transfer into a B2B sale is worth more than any targeting parameter you can set in an ad manager.
The operational barrier used to be that finding and negotiating with individual shows was a whole project in itself. We used Podvertise.fm to browse by category and pick shows directly, which removed most of the friction.
Disclosing affiliation since I work in this space.
Genuinely curious if other B2B teams here have tested podcast advertising or written it off. And if you've written it off, what was the reasoning? Trying to understand if our results are unusual or if this channel is just underdiscussed.