Ep 2 - Create Demand, Don't Chase It

Angi and Holly get real about early pipeline. We cover how to define an ICP, why you need at least three buyer personas, and what it takes to reach a cold contact. Hint: plan for 8 to 12 touchpoints. We unpack channel preferences, why text can beat cold calls, and how to warm specific accounts with domain-targeted LinkedIn ads. Most of all, we show how sales and marketing share signals so messaging evolves, campaigns have time to work, and progress is measured by engagement and learning, not just demos.   We explain how to define your ICP and core personas, plan meaningful touchpoints, and mix text, email, events, and targeted ads to reach the right audience. You'll hear why consistency wins, which metrics matter most, and how stories outperform feature lists in every sales conversation.   Listen if you are building your first repeatable lead gen motion or are tired of "pitch slap" outreach and want a human approach that actually moves deals forward.   Expect straight talk, practical advice, and the occasional hair flip. If you're building, selling, or scaling in fintech and beyond, this is the GTM podcast you'll actually want to listen to.   Sell it. Keep it. Grow it.