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“Marketing For Your Future” with AnnMarie Wills from Leverage Lab

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AnnMarie Wills
CEO at Leverage Lab
Website Address: Leveragelab.com

Each week on “Marketing for Your Future,” our host talks to media experts across the country. This week our host speaks with AnnMarie Wills from Leverage Lab. To learn more, check out Leveragelab.com.


What is the biggest change in marketing that you see coming in the next 2 years?

More first-party strategy focus


What is something in your career that you learned from by making a mistake?

When I was first toying with the concept of highly targeted subscription offers in publishing, it was very early in my career, and I was making decisions about strategy based entirely on my gut and my belief in data-driven marketing. In the newspaper industry, at the time there was a standard playbook for this work, and I was not running those plays. I had supportive management willing to try new things and my ignorance of what I was “supposed” to be doing was on display. I had no fear of failing because I hadn’t failed at that scale before, so I just plowed ahead. This new way was successful and during a time when many newspapers were suffering declining subscriptions, we were one of the only U.S. major metro papers holding their own. I guess the funny part looking back is thinking I was just having a blast doing what I thought was the right thing to do, not realizing most of the people in my industry were laughing behind my back. The take-away for me was that data is always going to steer you in the right direction. Leaning into connecting consumers with things that are relevant to them is never, ever going to be wrong.

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