Recorded live in Calgary for SocialWest 2025, this episode of the Marketing News Canada podcast features guest host Meredith McKeough in conversation with Lisa Genovese, President of BottomLine, a marketing agency known for research-backed strategy and results. 

Lisa breaks down why so many brands skip the fundamentals and how that leads to shaky strategy, wasted spend, and misaligned messaging. The conversation explores how to use customer insight, competitive research, and data the right way, before jumping into tactics or creative, and why going back to basics often delivers the biggest impact. 

From practical ways to gather meaningful customer insight to common mistakes brands make across the buyer journey, this episode is packed with grounded advice for marketers, leaders, and teams looking to make smarter, more confident decisions.