In this episode of Call The Damn Leads, I sit down with Nikki Lindgren, founder of paid media agency PENOC, who brings the heat with real-world insights on scaling e-commerce brands—without burning through ad budgets. Nikki shares hard-won lessons on how getting crystal clear on your messaging, metrics, and market can make or break your agency or product-based business.
From simplifying your pitch to identifying when it's actually time to hire an agency, this episode is packed with gold for marketers, sales professionals, and ecom owners chasing sustainable growth in a competitive market.
Early in her agency journey, Nikki botched a deal by overcomplicating her pitch. The client bluntly admitted, "I still don't get what you do." That honest feedback shifted how she communicated and made clarity her #1 sales tool.
Nikki's agency originally served anyone in ecom. But it wasn't until they narrowed their focus to beauty and wellness brands that things took off. The takeaway? Pick one thing, get world-class at it, then build from there.
She breaks down the go-to metrics that drive decisions:
CAC / CPA (Cost Per Acquisition)
ROAS (Return On Ad Spend)
AOV (Average Order Value)
MER (Marketing Efficiency Ratio)
Understanding these gives you leverage—and clarity.
If you're not doing $15K+ per month in revenue, focus on earned and owned channels—like influencers, email lists, and content marketing. Paid media is gasoline, not the match.
She doesn't just pitch her services—she asks deep questions and evaluates a brand's readiness before taking on a client. "If we can't grow your business, we'll tell you upfront." That honesty builds long-term trust.
Nikki emphasizes shifting the mindset from vanity metrics to meaningful metrics. It's not about followers—it's about who's talking to you, engaging with you, and buying from you.
Don't Overcomplicate It: Clear messaging beats clever slides. Always.
Specialization Wins: The more specific your niche, the stronger your positioning.
Paid Ads Are a Privilege, Not a Starting Point: Earn attention first, then scale with ads.
Numbers Don't Lie: Know your CAC, ROAS, and AOV before launching anything.
Qualify Hard: Say no to bad fits—your brand will thank you later.
Agency Website: penoc.co
Email: nikki@penoc.co
Check out PENOC's Podcast: Industry insights and expert convos for beauty brand marketers
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Call The Damn Leads
"By sales professionals, for sales professionals - Tales of your wildest sales stories and tactics to succeed in your sales career across various industries."
Join Drewbie Wilson, a sales veteran with over 20 years of experience, as he brings you insider stories, humor, and actionable strategies to excel in your sales journey.
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