“We don’t have budget” usually means “we haven’t attached the show to a revenue objective yet.” Here’s how to build a lean podcast plan that earns a line item even when marketing dollars are tight.

Prove the smallest viable version

• Launch a six-episode pilot recorded remotely with existing gear to show proof of concept.

• Use internal talent (founder, PM, customer success lead) before hiring external hosts.

• Repurpose existing thought-leadership (blogs, webinars) into episode outlines to save prep time.

Stack-rank costs

1. Must-have: hosting platform, Riverside/Zencastr subscription, freelance editor.

2. Nice-to-have: custom music, in-person studio, motion graphics.

3. Later: paid promo, merch, elaborate launches.

Tie the show to pipeline

• Book prospects and partners as guests—every recording becomes a warm ABM touch.

• Use podcast clips in outbound email sequences with personalized hooks.

• Track sourced opportunities/inbound mentions in your CRM to prove revenue impact.

Funding models

• Share budget across marketing, comms, and employer brand if they all benefit.

• Secure internal sponsorship (e.g., product line) for a limited series tied to their KPIs.

• Pre-sell external sponsorships to offset production costs once you have a pilot deck.

Start with a scrappy pilot, document the results, and your “no budget” objection turns into “how fast can we scale this?”