[Webinar Recap] 20 Lessons from 20 Years in Marketing: What Works

Lesson 1: Start With a Goal, Not a Trend

If a platform or tactic doesn’t support your business goals, you don’t need it. Trend-chasing without alignment wastes resources.

Lesson 2: Personalization Drives Loyalty

Accurate personalization in emails, texts, and customer touchpoints strengthens trust and repeat engagement.

Lesson 3: Always Be Testing—One Variable at a Time

The best tests reveal why something worked. To get clean results, isolate a single variable during A/B tests.

Lesson 4: Know Your Audience Better Than They Know Themselves

“Everyone” is not a target audience. Research drives better targeting, smarter spending, and stronger results.

Lesson 5: AI Isn’t Optional—It’s the New Internet

AI Overviews, generative search, and tools like ChatGPT are reshaping discovery. Marketers who ignore AI risk becoming invisible.

Lesson 6: Consistency Beats Everything—Every Time

Consistency across voice, visuals, messaging, and cadence builds brand trust and recognition.

Lesson 7: Budget for Curiosity and Experimentation

Every marketing plan should include an “experiment fund.” This frees teams to test new platforms, creative, and technologies without fear.

Lesson 8: Content Is Still King—Quality Over Quantity

SEO still relies on strong content. You don’t need to publish constantly—you need to publish intentionally.

Lesson 9: Study Success, Not Just Failure

Most teams only analyze what went wrong. Elite teams also study what went right—and build a repeatable “recipe for success.”

Lesson 10: PR Matters More Than Ever in the AI Era

PR now supports Generative Engine Optimization (GEO). When trusted sources mention your brand, AI platforms treat it like a credibility signal.

Lesson 11: Never Skimp on Reporting

Reporting isn’t about proving results—it’s about improving the strategy. Good data reveals what to do next.

Lesson 12: Get Data-Driven Fast

Data earns trust, drives decisions, and helps marketers secure a seat at the table. Learn to speak in ROI early.

Lesson 13: Trust the Data—Even When It’s Uncomfortable

YouTube proved that “Skip Ad” improved results—even when advertisers hated it. The data was right.

Lesson 14: Great Creative Is Non-Negotiable

Weak creative wastes good media spend. Strong visuals, strong messaging, and a clear CTA are essential.

Lesson 15: Listen More Than You Speak

Nicole’s advice to her younger self: be curious, listen deeply, and stay open to ideas from every corner of the team.

Lesson 16: The Only Constant in Marketing Is Change

From the rise of social media to today’s AI search, the marketers who adapt fastest win.

Lesson 17: Embrace the Youth on Your Team

Younger team members often bring fresh, strategic perspectives—not just tech skills. Great leaders set ego aside and elevate good ideas.

Lesson 18: Put the Customer First

Prioritize clarity, transparency, and experience. Make customers feel seen and valued at every touchpoint.

Lesson 19: Perfection Kills Momentum

Launch now, optimize after. Over-polishing costs time, opportunities, and revenue.

Lesson 20: Vet Your Agency Like a Strategic Partner

Your agency should challenge you, bring data, test constantly, report transparently, and align with your metrics for success.

Nicole and Lori closed the session with a reminder that great marketing requires curiosity, adaptability, experimentation, humility, and a relentless focus on the customer.