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The Business of Meetings – Episode 247 – Mastering Digital Presence: Strategies for Success with Leslie Carruthers
We are excited to welcome Leslie Carruthers, Founder and President of The Search Guru, to the show today.
As a seasoned SEO specialist and an expert in integrating AI into marketing strategies, Leslie has vast knowledge about leveraging AI technologies for impactful business growth. She joins us today to share her entrepreneurial journey and offer valuable insights on using AI to drive a more effective and efficient approach to sales and marketing.
Entrepreneurial Journey
Leslie attributes her entrepreneurial spirit to a family culture that values independent business endeavors. After gaining experience under two influential SEO mentors, she was at a career crossroads when her employer was acquired. Inspired by her successful mentors and a mix of optimism and naivety, Leslie started her SEO-focused business 20 years ago. Over the years, she embraced the challenges of running a business while leveraging all the unique opportunities business ownership presents. Her path highlights her commitment to continuous learning, innovative thinking, and turning obstacles into stepping stones for growth.
Lessons Learned in Business Ownership
Leslie discovered she could not escape accountability as a business owner because everyone, from clients to employees, became her boss. Over time, she honed the ability to spot and manage problems early, becoming adept at delegating tasks effectively. She also developed a deep appreciation for understanding and connecting with people, which has been crucial in her sales role.
Building the Business: Delegation and Client Acquisition
Early on, Leslie realized the importance of delegation and team building. Her first clients came from connections she had worked with in her previous role, and she leveraged partnerships with tech sales professionals who introduced her to large brands, allowing her to scale quickly. Her innovative approach to networking and client acquisition proved instrumental in her early success.
Adapting to Changes in Marketing
Leslie highlights the importance of staying ahead of trends and fostering a company culture of curiosity and adaptability. Her business has evolved alongside the digital marketing landscape, starting with SEO and expanding to include social media, paid media, analytics, and AI. Adopting a continuous learning mindset has helped her and her team thrive despite the rapid pace of industry changes.
Embracing AI in Marketing
Leslie views AI as a game-changer, particularly since the launch of tools like ChatGPT. While machine learning has been present in tools like Google Ads and Netflix for many years, the advent of large language models has opened new possibilities. Her team incorporates AI into various processes, from ideation to audience research, to ensure their strategies remain innovative and effective.
Frameworks for AI-Driven Success
Leslie recommends using AI to audit competitors, improve website conversion rates, and enhance data-driven decision-making. She stresses the importance of using AI tools to complement human expertise, particularly for maintaining brand voice and authenticity. She suggests that people in sales leverage tools like custom AI models to understand customer needs better and refine their outreach strategies.
Avoiding Common AI Adoption Mistakes
Organizations often struggle with AI adoption due to a lack of measurement, insufficient training, or over-reliance on automated content creation. Leslie advises focusing on measurable use cases, investing in team training, and using AI to enhance human contributions instead of replacing people. She highlights the need for strategic implementation to achieve meaningful ROI and maintain brand integrity.
Addressing the Fear of AI Replacement
Leslie acknowledges the widespread fear of being replaced by AI and emphasizes embracing curiosity and preparation. She explains that people will not get replaced by AI but by those who effectively integrate AI into their workflows. While AI has not yet reached full autonomy, Leslie advises people to prepare themselves for its evolving capabilities by staying informed and proactive.
Proactive Steps to Stay Relevant
Leslie suggests seeking training on AI tools and techniques, especially if an organization is not actively adopting those technologies. She encourages individuals to network with AI leaders within their industry and consider aligning with forward-thinking companies. Staying updated on generative AI, large language models (LLMs), and emerging technologies will allow professionals to remain competitive.
The Enduring Value of Human Connection
For event planning and related industries, Leslie highlights the irreplaceable human desire for in-person connection and unique experiences. She explains that AI can enhance logistics, but the emotional and strategic aspects of creating memorable gatherings remain human-centric and vital.
Personal Aspirations and Professional Joy
Leslie is passionate about supporting CMOs and VPs of marketing in enterprise-level businesses with complex sales cycles. She welcomes collaboration and introductions in that space, especially with those doing innovative work in AI.
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Connect with Leslie Carruthers
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