Lisa Genovese: We Exist To Challenge Conventional Marketing Beliefs and Help Those Fueled by Grit, Truly Make a Meaningful Impact

BottomLine is driven by purpose, passion, and a keen sense of curiosity. We exist to challenge conventional marketing beliefs and help those fueled by grit, truly make a meaningful impact. We aren’t afraid to push boundaries and dive into uncharted territory if that’s what it takes to deliver the right strategy for growth.

At BottomLine, we live fearlessly, authentically, and passionately — just like our clients.

Tell us about yourself?

I’m Lisa Genovese, President of BottomLine, which is my second business. Prior to BottomLine, I successfully exited/sold my first business, and often joke that I made all of my mistakes in that one.

I then worked for an agency that offered marketing for MSPs and IT firms, but I left because, like any entrepreneur, I felt I could do it better.

I was sick of constantly navigating conflicts of interest from only representing one market vertical and delivering poor results for clients. That’s when I decided to start BottomLine.

If you could go back in time a year or two, what piece of advice would you give yourself?

Well, a year or two ago lands us right at the start of the pandemic, undoubtedly one of the most stressful periods of my career. I would tell myself to stay calm and level-headed — that clear heads always prevail.

I’m grateful that I didn’t let the fear take over and that we kept moving forward as BottomLine grew substantially because of it.

What problem does your business solve?

BottomLine brings clarity and confidence to business decisions. Often businesses are left with half-truths and hunches, leaving them feeling unsure of the road ahead.

Instead, BottomLine gives businesses the ability to leverage good research data and make moves that fast-track growth.

What is the inspiration behind your business?

My inspiration is to help companies create an impact in the communities that surround them. So many people get too focused on social entrepreneurship and forget that real impact can come from commerce, too.

When a business grows its revenue, creates jobs, and also gives back through other means, that’s when true impact happens.

What is your magic sauce?

In a word: Research.

Most agencies operate on little to no data when it comes to decision-making. Where the rubber really meets the road is when a business can use data to define its growth strategy far before it ever starts executing.

So, really, we’re a hybrid between a research firm and an implementation firm.

What is the plan for the next 5 years? What do you want to achieve?

As both a research and implementation firm, we drive growth for ambitious brands whose sights are set on the remarkable – not the conventional – so they can create unstoppable growth. In the next 5 years, we’re on a mission to help at least 500 businesses create an impact in their communities.

In doing this, we’re not only able to help businesses achieve their revenue goals, but we’re able to create an exponential impact on the world – and that’s exactly what gets us out of bed in the morning.

Just like the brands we love to work with, we too are ambitious. In 5 years it’s my goal to double the size of BottomLine and help create impact in the communities we serve by creating more jobs with that growth.

What is the biggest challenge you’ve faced so far?

So many challenges, but each and every one of those challenges has a silver lining. I struggle to write about just one, but here goes.

The pandemic by far has been the hardest because of the constant change it caused over the course of two years. I’d say there have been MANY course corrections along the way but the true value came when I identified our north star — where we are headed — which made critical business decisions around changing course that much easier to make.

How do people get involved/buy into your vision?

At BottomLine, our vision is of a world where brands think differently, lead change and create meaningful impact in the communities that surround them.

If you’re a brand that has ambitious goals and a desire to challenge the status quo, follow us on LinkedIn (https://www.linkedin.com/company/wearebottomline/) or reach out to us at https://www.wearebottomline.com/.