Dear BAMf Podcast: Episode 60 with Victor Lee

Dear BAMf // Episode 060: Victor Lee of Kin Insurance compares lead generation through local versus national press.

In this episode of the Dear BAMf podcast, we speak with Victor Lee, CMO at Kin Insurance. Throughout his 25-year career as a marketer, Victor has created cults and audiences for the brands he has worked on, transformed legacy-based organizations into digital-first companies and developed agile analytic mindsets that have redefined decade-old creative and media buying processes. In this episode, Victor answers tough marketing and PR questions from our listeners, including this one about lead generation through the press.

Dear BAMf,

I'd like to hear some of your opinions. Historically super local press has been a great lead generator for us. As the CMO of the startup I'm happy to keep this demand funnel going. However, there is growing grumbling at my startup about why we haven't gotten more national press, as we're solving some big problems. We've had national press before, which I point to, which has not given us leads to anything, much of quality to consider. What's your thought on a response to why we should keep local press rolling and not be distracted by national coverage?

Listen now to hear how Victor advises this writer to move forward.

Dear BAMf: Episode 60

Episode 60 highlights:

• (02:30) What is Kin Insurance?

  "Kin Insurance was built out of a need and a market shift," says Victor. Businesses have used technology to evolve in most fields except for insurance. Kin updates the experience of buying insurance as Victor explains, "Kin is a pure-play direct to consumer insurance, homeowner insurance company. By doing that, we remove a lot of overhead expenditure that you're used to when you're buying insurance."

• (05:22) What are you most proud of accomplishing in the last 12 months?

  Victor is most proud of his team and the care they provide. Kin explains this by focusing on people saying, "What I'm most proud of is just the passion of the people. I think everybody inside the organization - all the employees - truly care about making a difference in the business."

• (07:30) Do you have a favorite way to tell a story?

  Kin says, "Storytelling has to be at the forefront of everything. Your first exposure to the world is through stories." Kin is enthralled by all aspects of storytelling but is more focused on how the story is written and told when it comes to making it a good story. "However, with that being said, if you have the wherewithal or the means to do something fully multimedia with sight, sound, emotion, obviously that's great, but that doesn't take away from a well-written story."

• (10:00) Why we should keep local press rolling and not be distracted by national coverage for lead generation?

  "If your goal is to get leads, press probably is going to be mid, if not low on my list. What that does is create a halo. It creates this overused and misunderstood word of awareness," explains Victor.  Press and coverage can be used for many things but lead generation is not always the main course, often credibility and trust with media and your audience is a more realistic goal. Victor explains the complexities of how credibility can lead to leads saying, "It's hard-pressed to find one tactic or channel that is a hundred percent attributable to leads." Lead generation is a multi-prong approach.
  

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