Meet Alyssa Ackerman, the former Director of Marketing of EverThere, a SaaS company that allows brands to get in front of more audiences and create a unique experience for event audience members. It helps to create MQL or marketing qualified leads from live event audiences around the world and helps event organizers make more money from every single event. During this episode, we talk about Alyssa's big breakthrough in understanding the customer avatar which lead to huge breakthroughs in the User Experience of their target customer. This created big wins in marketing, utilizing new marketing channels and initiatives.