ANNIE: Yeah, , typically, you know, I've been head of marketing. I mean, job number one is to get leads. And typically I come into environments where there's a lack of leads. So, one of thenetherlands whatsapp number things that you have to really focus on is how to find the quickest path to revenue initially, so that you can basically buy yourself time to build the lead engine out the way that you would like, to make it sort of a repeatable process.
So, what I typically do is like come in and I find the thing that's generating leads today, or the things that are generating leads today, and then double down on those, and then build some other mechanisms. And sometimes it can be stuff that people don't think is very sexy or en vogue, so to speak from a marketing perspective. But you kinda have to bite the bullet and do what works initially. And you know, sometimes I found myself wanting to start with the brand and style guide, but you don't have that luxury. I really, you know, I walk in and I'm thinking, "Boy, this website really needs to be done." Well, nothing slows down, and a lead engine as much as rebuilding a website. So, sometimes you have to control yourself and really think about that. And that's how I think I've been successful in these environments.
NICK: Yeah. I couldn't agree more. Email, you know, it's not sexy. It hasn't changed much over the last 10 or 20 years, but it works, it worked, email is one of the best channels.
ANNIE: It's so funny because I was on another podcast recently and they said, "If you had no money, and you know, what would you do?" And I said, "I would do plain text ABM emails." And I said, "You're not gonna like this answer cause it's boring." But yeah, and you know what? Sponsored events, once we get back into in person, that's an important thing because you're actually talking to a human being face to face, you know, especially if you have good salespeople there. So that's tough to beat as well.
NICK: Yeah. And I know kinda one of your superpowers is building out these lead engines from scratch. Can you talk about your process, how you approach that, and kind of the different phases of implementing these lead engines?
