On this week’s SBAM Weekly Podcast, Michael Rogers talks with Lisa Smith and Angelique Duphene of Inverve Marketing, recently recognized by Michigan Celebrates Small Business as a Woman-Owned Business of the Year. They are strong believers in data-driven and goal-oriented marketing. “It’s really hard to start that journey without understanding who your customers are, having them documented and building a database of them, and understanding who you know and what they need from there,” Smith says. “Once you understand who your customer is, who is that ideal customer, then when you marry that up with the goals of your business like your revenue goals and your inventory goals or whatever, then you can then you can start to put a path together.”
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