The effectiveness of a company's marketing strategy is often the deciding factor in whether it is successful or not. A good marketing strategy can help a company find and target its potential customers, create a brand identity, and develop and implement a compelling marketing mix. That is what today's guest, Lisa Genovese, talks about. As the President of BottomLine, Lisa supports challenger brands in evolving their business and creating more impact on the world around them. BottomLine's global team helps clients implement kick-ass strategies centered on solid market research insights that consistently improve conversion rates and increase sales and profit margins. In this episode, Lisa shares effective marketing strategies that help clients optimize their message and brand to impact their bottom line significantly.