THE FARRIS FACTOR: REVOLUTIONIZING MARKETING
Amanda Farris, a stunning and charismatic business woman, is the CEO and Founder of LinkUnite, a movement aimed at supporting women in the performance marketing space. With years of experience working in the industry, Amanda has gained valuable knowledge and relationships that have fueled her growth as a leader. She is also a proud Member of CHIEF, a group of accomplished and successful women who support each other’s careers. Throughout her career, Amanda has held various high-level positions, including Director, VP, and CSO. Her passion for the performance marketing industry and her drive to make a positive impact have made her a rising star in the field.
Amanda Farris, CEO and Founder of LinkUnite, is a rising star in the performance marketing industry who is leaving her mark on the business world. Her stunning presence and engaging personality make people take notice when she speaks, and her passion for her work shines through in everything she does.
“LinkUnite is a movement, born out of necessity and driven by myself and Sara Malo,” Amanda reflects on the inception of the women’s organization. “We sat at the hotel bar with some of our favorite industry people and started a list of all the women in the industry we knew were juggernauts in this space and that could help us build something like this.” LinkUnite’s mission is to create a supportive community of women in the industry, and Amanda has dedicated herself to making that goal a reality.
Born and raised in Atlanta, GA, Amanda took her first job in Nashville, TN, during the height of the 2008 financial crisis. Despite the challenges of the job market at the time, Amanda’s determination and passion for her field led her to pursue graduate studies in Nashville, where she completed her MS in Mass Communications.
From an early age, Amanda was exposed to the fast-paced lifestyle of the music industry, as her father worked in the industry and frequently took her on the road with him. This nomad lifestyle has stayed with Amanda throughout her life and she continues to travel and meet new people, enjoying every moment of her adventures.
Amanda’s life on the road has shaped her into the person she is today and her passion for her work is evident in the dedication she brings to every project she takes on. With her background in intercultural communications, Amanda has a unique perspective and is able to bring a fresh and innovative approach to her work.
As a Member of Chief, Amanda is inspired by the powerful women around her who are pushing each other forward. “Seeing so many accomplished and successful women coming together to support one another and push each other forward gives me the courage we all sometimes need to do new things,” she says.
Amanda’s career journey has been a series of exciting roles, from Director to VP to CSO. Her experiences working in the field have been invaluable, giving her the opportunity to work with some of the most brilliant people she’s ever met. “I learned how true partnerships are formed and how to work collaboratively with multiple organizations at once to drive forward new growth opportunities,” she explains.
One of Amanda’s most rewarding experiences was working as VP of Business Development & Sales at LeadsPedia, where she learned about the inner workings of the industry. “I learned how to properly brand at shows, how to make technology work, and understanding numerous verticals and their business models,” she says.
Amanda stumbled into the performance marketing industry by chance when she was looking for a change in her career. “I had no idea what SaaS stood for or what an affiliate even was,” she recalls. “One of my closest friends was interviewing with LeadsPedia and was considering an offer to work there. I came to see her at lunch the day she was getting a verbal offer over the phone. I happened to be there listening in. At the time, I was looking for something new to tackle and needed a change. She muted the call mid way, looked at me and asked if I would ever consider working in tech. I responded ‘I’ll jump, if you jump.’”
The trend towards more calls in the marketing industry is a significant shift that has taken place over the last few years also, according to Farris. At one point, leads were the primary focus in the market, but now calls have emerged as the dominant form of engagement. This is because calls have proven to be highly effective in converting prospects into customers.
Farris explains, “The last four to five years, [the trend towards calls] has really taken off. Call convert. It’s simple. So it makes sense that they are of higher value to marketers.” The increase in the use of calls is largely due to the development of new marketing strategies that have enabled marketers to get more value out of each interaction with a potential customer. For example, workflows such as drip messaging, SMS engagement, and identity graphs have allowed marketers to get a better understanding of their target audience, leading to more targeted and effective marketing campaigns.
Another factor contributing to the rise in the value of calls is the increased availability of fraud protection tools like Anura. These tools help to identify and remove bad actors from the market, which not only improves the quality of the data being used for marketing purposes but also helps to protect consumers from potential scams or fraudulent activity.
Over the years, Amanda has seen the pay-per-call market, lead economy, and text messaging marketing evolve significantly. “The most noticeable change in the last few years is the compliance and regulatory involvement in the space,” she explains. “The rules around engagement and consumer consent are the most notable changes over the last ten years.”
Farris notes, “It’s much more than just a banner on a site. There are quite a few insights we now have into consumers that can be used to help narrow down offers and really engage the proper network of people.” This shift towards a more data-driven and targeted approach to marketing is a key factor in the increased value of calls and the resurgence of the marketing industry in recent years.
Amanda Farris is a true business leader, and her journey to success is an inspiration to women everywhere. Her work with LinkUnite and her commitment to supporting women in the industry demonstrate her passion and dedication to creating change in the business world.