Cashflow Podcasting · 2026-01-14 · 10 min
Key moments - from our scoring
Substance score
29 / 100
Five dimensions, 20 points each
Nicole Spencer's journey with Authentic Conversion demonstrates how podcasting functions as a trust-building and nurturing tool rather than a direct lead generation channel. Starting in 2018 with business coaching for health and fitness professionals, Spencer pivoted during the pandemic to help coaches build online businesses, eventually expanding to all coaching niches. Revenue grew from roughly $500K in 2019 to $1.6M in 2020, partly fueled by a weekly podcast she launched with Cashflow Podcasting. Rather than relying on downloads for discovery, Spencer leveraged the podcast content strategically across her 20,000-person Facebook group, email marketing, and livestreams. Testimonial episodes featuring successful clients proved particularly valuable as social proof. After selling Authentic Conversion in September 2023, Spencer took time off before launching a new show in a different niche, demonstrating how podcast experience compounds for future ventures. For B2B coaches and service providers in competitive spaces, this underscores podcasting's value in differentiation and long-term audience nurturing.
Spencer leveraged her podcast content across multiple channels including livestreaming episodes into her 20,000-person Facebook group, sending email campaigns that drove listeners to specific episodes, and sharing audiograms on social media. This multi-channel distribution approach built trust and credibility that converted prospects into clients.
Testimonial episodes featuring client success stories and interviews proved to be huge selling points, allowing prospects to hear diverse stories of people with different backgrounds who had succeeded working with Spencer's coaching program.
The podcast functioned primarily as a trust-building and nurturing tool rather than a direct lead generation channel. Spencer describes using the podcast content in many different places for many different purposes, with its core value being credibility building and relationship deepening over time.
Spencer valued having the production handled end-to-end by the team - she only had to record weekly episodes and upload them to Dropbox, while Cashflow Podcasting handled editing, distribution, and creating audiograms, freeing her to focus on higher-value business activities.
Revenue grew from roughly $500K in 2019 to $1.6M in 2020, partly because Spencer's coaching focused on helping professionals build online businesses just as demand for that service exploded; she even had to open two client cohorts in April 2020 due to overwhelming demand.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode is essentially a client testimonial for the host's own podcasting service, producing almost no actionable insight for a B2B operator. The few substantive points (live-streaming recordings into a Facebook group, using client testimonial episodes as sales assets) are mentioned in passing without any depth or development.
where I worked with your company, uh, Cashflow Podcasting, and I was releasing a weekly episode. It was, you know, somewhat helpful for new discovery
I would live stream them into the Facebook group that I had. It had over 20, 000 people in it
Every idea expressed - podcasts build trust, nurturing an audience is key, repurposing content multiplies value - is a well-worn cliché of podcasting marketing. There is no contrarian or first-principles thinking anywhere in the episode.
a podcast helps you do just that
which helped build my credibility and helped build trust, and ultimately helped them become clients
Nicole Spencer is a legitimate practitioner who built and exited a real seven-figure coaching business, which gives her credibility as an operator. However, she is being interviewed strictly as a customer testimonial for the host's service, which severely limits the depth of expertise she is allowed to demonstrate.
I launched and built a company called Authentic Conversion. I sold it September 1, 2023
we did about 1.6 million that year
There are genuine revenue numbers and timelines shared (roughly $500K in 2019, 25 - 60K/month trajectory, $1.6M in 2020, four-year podcast run, 20,000-person Facebook group), which is better than most fluff episodes. However, the specifics are about general business growth and the causal link to the podcast is never substantiated with any data.
I know we did maybe a little over a half a million in 2019
we were averaging about 25 to 30,000 a month for a while. And then I brought in someone to do my ads and then it quickly went to like 40, 50, 60
This is a thinly disguised sales call for the host's own agency, and every question is a soft prompt designed to elicit a positive testimonial. There is zero pushback, no probing follow-up, and the host even wanders off to recommend a sock brand mid-interview.
could you hazard a guess as to boy, what, what might have happened in a non podcast world?
Darn tough. I love them, for what it's worth.
Computed from the transcript - who did the talking, and the words that came up most.
In this episode, Nicole Spencer shares how podcasting became a foundational trust-building asset in her coaching business, Authentic Conversion , which grew to $1.6M in annual revenue before a successful exit in 2023. Find resources, show notes and the full episode at:
Transcribed and scored by The B2B Podcast Index.
Speaker A: Which helped build my credibility and helped build trust, and ultimately helped them become clients.
Speaker B: Welcome to Cash Flow Podcasting, where business owners reveal how their podcasts have, um, supercharged their success. My podcast completely transformed my training business, so I've seen firsthand the magic that podcasts can work. And here's the best part. You don't need millions of downloads to boost your business's revenue and impact. Let our guests show you how. Nicole, welcome. Hello.
Speaker A: Thank you for having me.
Speaker B: Well, I'm so excited to hear about your podcast journey on two fronts. A, uh, stroll down memory lane for the past and now what you're up to in the current day. So could you orient us a little bit? If we go back in time, set the scene for us. What are you up to? What's your business, and what got you thinking, huh? Maybe a podcast makes sense here.
Speaker A: Yeah. So, uh, from the beginning of 2018 until specifically September 1, 2023, I launched and built a company called Authentic Conversion. I sold it September 1, 2023, which is why there's that. That marker. Um, and the company started as business coaching for health and fitness professionals. That was my background, so helping personal trainers, fitness studio owners, and things like that. And then slightly before the pandemic hit, but certainly during the pandemic, we made a big adjustment to helping those coaches build businesses online. And then after a couple of years, we opened up to working with all different types of coaches, so other business coaches, spiritual coaches, life coaches, all. All different types of finance coaches, all the things that business built quite quickly. I was definitely in at, uh, the right time. I had a great program. I had a lot of credibility, experience. And as we were really expanding, 2020 was just a very easy time to expand when you're teaching to build people, to build online businesses. We tripled that year, I think. And then, you know, I was just looking for other ways to be out there all the time in front of as many people as possible. And a big part of what made me successful that I always focused on, whether it was in my fitness studio business or in my business, coaching was nurturing our audience. And so adding a podcast to the mix, where I worked with your company, uh, Cashflow Podcasting, and I was releasing a weekly episode. It was, you know, somewhat helpful for new discovery. But where, for me, it was the most helpful was in having this huge database of content that talks about all these different things that our clients wanted to know about and having that out there for people to listen to, which helped build my credibility and helped build trust and ultimately helped them become clients. So really that's where I saw it fitting in the most for that particular company.
Speaker B: Absolutely. And that is a theme we've heard over and over again, especially in a. In a crowded world where there's lots of advice from lots of places. Who do you trust? What do you choose to tune into versus tune out of and in? Uh, a podcast helps you do just that. Could you share a little bit about how you knew that it was achieving that goal?
Speaker A: Yeah, I mean, people would reference it all the time. All right, so, and, and so, you know, some of them were. I was, I was doing a lot with it. It was going on the podcast. But when I would record these episodes, I would live stream them into the Facebook group that I had. It had over 20, 000 people in it, so we were getting a lot of visibility. Then you guys would do the audiograms and all that, and the episodes would come out and I'd share in. Sometimes I would send emails that referenced and drove people to listen to episodes of the podcast. And we were actively pushing people that way, particularly with our testimonial based ones where I'd have clients on and interview them. And those were a huge selling point for a lot of people as well, where they could hear all these different stories of people with all these different backgrounds and experiences who have had success working with us. And a big selling point for many people.
Speaker B: Did we cross paths initially?
Speaker A: Honestly, I don't remember. I want to. I want to say maybe it was through a mastermind that I was part of and someone suggested. But I honestly can't remember. But I don't typically Google search stuff like that. I want to have an introduction or a recommendation. So if I had to guess, that would be it.
Speaker B: Oh, sure thing. Well, no, that makes sense. There's trust again. And I'm thinking no matter what, there's a lot of domains that's interesting to just reflect on that. Like if you're buying a pair of socks, that's probably okay. I don't need a, a human's recommendation on that, most likely. Although they still help. Darn tough. I love them, for what it's worth. Uh, so, okay, so a recommendation, most likely, uh, is what kicked it off. And, and then what happened?
Speaker A: Then it was just really easy. You know, one of the things that I liked about working with your team was that it was all done for me. All I had to do is record the episodes each week, put them in Dropbox, and then the team took care of the rest because I Have no interest in editing video and doing all the things that you guys really took care of.
Speaker B: I hear that. Absolutely. Especially when you're running a business, you have a lot of other things on your plate. And I will go so far as to sometimes quantify what is the approximate cost and value of different activities. And as a business owner, the value of an hour spent on any number of things that need doing tends to be rather high. And freeing up those hours is powerful.
Speaker A: Mhm. Yeah, absolutely. It was definitely helpful. And I had the show for, uh, just under four years as I worked within the company for about 15 months once bringing my business partners in before ultimately transitioning out. And I continued to do the show every week for that entire time.
Speaker B: Mm. And so you said you quickly tripled around 2020. That's, that's amazing. To the extent that you're comfortable, can you share some, some numbers associated with whatever it is, if it's revenue or clients or.
Speaker A: Yeah.
Speaker B: How you thought about business growth?
Speaker A: Yeah, well, this was at a time where I was mostly doing things solo. I had one part time team member to help me with some different client support type stuff. I also had a few contractors, someone who helped me run ads, and someone who did some marketing consulting and buildouts and stuff with me, but I was doing the majority of it. I mean, so 2019, I don't remember the exact numbers. I know we did maybe a little over a half a million in 2019. So that was the second full year in business. So I was definitely hitting my stride. And uh, you know, we were averaging about 25 to 30,000amonth for a while. And then I brought in someone to do my ads and then it quickly went to like 40, 50, 60. That kind of all happened in 2019. And then so we'd already hit our stride with what was working in terms of the marketing. And then 2020 hit. Everyone suddenly needed to take their business online and we did about 1.6 million that year.
Speaker B: Beautiful.
Speaker A: Yeah, so I was, at the time, I was running these coaching cohorts, like every month, you know, starting different groups of students. In April 2020, I'll never forget, I had to open two cohorts because there was just so much demand. So yeah, 2020 was a really good time for me and business.
Speaker B: Absolutely. Congratulations. And then a successful exit, you know, not too long thereafter. That's, that's really cool.
Speaker A: Yeah.
Speaker B: Well, and I guess it could be hard to know when the podcast is serving a, uh, lead. Nurturing, trust building, relationship deepening, function over time, but could you hazard a guess as to boy, what, what might have happened in a non podcast world?
Speaker A: I honestly I have no idea because I used the content in so many different places for so many different purposes. Not primarily for people finding me necessarily, but I think, you know where I really appreciate it the most right now is that since exiting, I took um, close to a year off and recently just launched a brand new show. Totally different topic, totally different niche. Uh, and so I feel like doing this previously in a lot of ways prepared me for this creative project that I wanted to pursue now.
Speaker B: All right, Nicole, thank you.
Speaker A: All right, thank you for having me.
Speaker B: Thanks for joining me today. If you're ready to start your podcasting journey to grow your thought leadership and boost your revenue, schedule a call with, uh, us at Cash Flow Podcasting Chat. Don't wait to take your business to the next level. I'm Pete Macaitis and until next time,
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