{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Outfoxed","title":"Michelle Brammer - \"Find more of your best customers and watch conversion rates increase\"","html":"","width":"100%","height":180,"duration":2979,"description":"The twelfth episode of the Outfoxed podcast by Hunter.io features Michelle Brammer, Director of Growth Marketing at Lingo.\nMichelle shares how she ran an ICP analysis as the only marketer on the team and discovered that it wasn’t big-name clients driving Lingo’s most repeatable growth, but rather a healthy segment of low-LTV small businesses. She breaks down the challenges of serving highly regulated industries, how she used Lingo's own product usage data to identify two distinct buyer groups that no third-party intent signal would have surfaced, and why she's only ever purchased from one cold email in 20+ years of marketing.\nThis episode is a tactical playbook for solo marketers, growth leads at early-stage companies, and anyone trying to find their niche in a crowded market — with real examples of how product data, segmentation discipline, and hyper-personalization beat volume every time.\nPodcast Episode Highlights:Why your ICP analysis should focus on repeatable opportunity, not necessarily top-revenue accounts or big logosHow cannabis brands' state-by-state regulatory complexity created a product need that 300+ competitors missedThe product usage signals that revealed two buyer groups already accessing Lingo without being customersWhy she hyper-personalizes to small lists instead of scaling volume — and the one cold email that actually converted herHer two-year tech stack audit cycle and why contract timing, budget retention, and failure points all drive itAbout Michelle Brammer:\nMichelle Brammer is the Director of Growth Marketing and first marketer at Lingo, a digital asset management and brand guidelines platform born out of the Noun Project. She built the marketing department from scratch, ran the company's first ICP analysis, and identified the cannabis vertical as Lingo's primary growth segment.\nShe has over 20 years of experience in SaaS marketing, with previous roles at GaggleAMP and Anura.io spanning demand generation, content marketing, and...","thumbnail_url":"https://img.transistorcdn.com/ARm9oKaYUUqHQxYfXEryK0CIjNAvEh9vv3hvJTRUaJQ/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8yN2Y5/NmE4NjczYzU5MzFh/YTliZTE4NWQyYTE0/ZjlkNy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}