Paige LaNasa, Head of Marketing at Forager, joined me on the Modern Startup Marketing podcast.

Forager was founded in 2018, they've raised Series A ($10M), and they're 75 people strong.

Here’s what we covered:

Logistics is the backbone of global e-commerce. Millions of dollars of goods move between the US, Mexico and Canada (cross-border). Despite that, it still happens to be a logistical nightmare to move commerce across these countries;

What Paige worked on with Forager's marketing efforts in the early days to stand out;

The "Make Good Stuff" philosophy around content creation for your target audience;

Low hanging marketing fruit, including email marketing and blogging 2-3 times per month, to drive engagement and traffic to the site;

You don't need to spend a lot of money on good marketing - it starts with a compelling story and being consistent;

The small and nimble marketing team that Paige oversees;

Floating resources and how to leverage for the marketing team;

How they're using paid search (Google Ads) successfully with a very niche target audience;

Diving in a bit deeper on the (painful) experience of shipping goods from the US to Canada or Mexico (or vice versa);

The challenge with finding your niche target audience, and potential ways to solve this (HINT: foster a space for them);

How COVID has impacted Forager, and how they're thinking about virtual events;

Paige's background in marketing and how that has prepared her to head up marketing and build a team at Forager;

Your first marketing hire should be a builder vs. steering big ships;

Paige has over 400 books (!) and you'll never guess on what topics;

The over-reliance on China as a hub of exports, and how companies will need to be more strategic on where they source their goods. More on this here.

You can find Paige on LinkedIn: www.linkedin.com/in/paige-lanasa

Find out more about Forager: www.foragerscs.com

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

Thanks for listening!