In this episode of the Daily Hint, Jens Heitland reflects on how a B2B company can tell whether its podcast is actually working. He explains why reach, views, and listener numbers are useful signals of direction but do not show whether a podcast is building business. Jens describes a podcast as a relationship engine and separates measurement into two layers: signals, which show whether the podcast is on the right path, and conversion, which shows whether listeners are becoming potential clients. He also explains why a missing conversion usually points to a lack of trust, and why a podcast built on a commercial strategy from the start is the one a company sustains over time.