In this episode we interview Kara Smith Brown, CEO of Lead Coverage, a go-to-market consultancy serving freight and supply chain leaders. She explains how to build a repeatable revenue engine by prioritizing the right buyers at the right moment.
What you'll learn in this episode:
- Why you should stop paying for “records” and commodity content—and invest in strategy and distribution instead.
- How to fuel your revenue engine: own the emails for your finite TAM and share timely, relevant “good news” with a clear point of view.
- The 5% moment: focus on buyers in-market now and let everything else serve that goal.
- Four kinds of intent data—and which matter: primary (your CRM), tertiary (e.g., Gartner via tools like 6sense), and single-stream industry sources; why secondary sources are fading.
- Database reality: 25–30% of contacts decay every 90 days—refresh relentlessly.
- Use AI for fast first drafts; spend money on the who, not the what.
- Turn content into coverage: use PR to place sharp points of view that can be traced to revenue.
- Align with sales: deliver in-market leads, not vanity metrics.
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