As the article describes in the end of its second chapter: Sometimes an existing user would mention that they were happy to hear about us on their favorite sho

As the article describes in the end of its second chapter: Sometimes an existing user would mention that they were happy to hear about us on their favorite show; sometimes a random person (not even in marketing) would remember us from an old podcast mention. Even if they didn’t convert at the time, they thought that Ahrefs was kind of cool—and this brand recognition stayed in the back of their mind. That’s when it all clicked. We were going about it all wrong—rather than being a tool for lead generation, podcast advertising is a tool for gaining exposure and brand awareness. Sometimes converting a benefit gained from service, podcasts in this case, to monetary value is a simple matter of counting gained profit. But one has to remember that not everything can be measured in dollars, such as brand awareness. Doesn't help to pay the bills but I'd think of it more of a long term investment.