Kevin Lee is a digital marketing pioneer who has spent decades helping companies grow revenue through smarter execution, not bigger budgets.
Before Google existed, he was already building the tech and the playbooks many of us still rely on. He co-founded Didit, grew it into one of New York’s top agencies, wrote four books, and somehow found the time to raise millions for nonprofits like Giving Forward. He’s proof that smart marketing can fuel both growth and impact.
Key Takeaways
(0:00 - 00:04) Marketing, Nonprofits, and Volunteer Opportunities
(00:04 - 15:20) Effective Delegation in Marketing Strategy
(15:20 - 27:21) Building Trust Through Authentic Marketing
(27:21 - 37:50) Cultural Differences and Censorship Perception
(37:50 - 42:45) Perseverance in Marketing Initiatives
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1. From Ideas to Impact: How Kevin Lee Builds Businesses and Trains the Next Generation of Marketers
Kevin explains that his drive comes from genuinely loving his work. He calls himself a “Marketing Mad Scientist” who focuses on big ideas, then trusts talented teams to bring them to life. He talks about inventions within his agency, like QR codes connected directly to CRMs to generate high-value leads.
A major part of the conversation explores Kevin’s nonprofit work, especially Giving Forward and the eMarketing Foundation. These organizations give aspiring marketers the chance to gain real experience by volunteering. Many are international students who must work or volunteer through a program called OPT (Optional Practical Training) to stay in the United States after their studies. The nonprofits offer them meaningful projects that help them build skills and prove their value in the job market.
Alex and Kevin also discuss how many volunteers speak English as a second language and are passionate about marketing. They highlight how AI tools can help them express ideas, translate knowledge from their home markets, and enter the US marketing industry with confidence.
I just come up with ideas, have the teams execute them, and the secret is having amazing people I can trust to delegate to. (Kevin Lee)
2. Building Smarter Marketing Teams: Kevin Lee on AI, Expertise, and Real-World Training
Alex starts by noting how AI helps people express ideas creatively, especially for those who speak English as a second language. He says good prompts and imagination can sometimes outperform traditional writing skills. This leads to a discussion about global opportunities in marketing and why access to training and real experience matters.
Kevin then explains the mission of the eMarketing Foundation, his nonprofit focused on teaching marketing best practices. Their volunteers work on real projects, including:
• Giving Forward, a cause-marketing platform partnering with major retailers to support charities, inspired by the now-closed Amazon Smile.
• Building a Nonprofit Registry, a detailed directory that brings together reliable data to help donors and organizations make better decisions.
He shares that volunteers take on responsibilities they might not get in a typical entry-level job, letting them stretch their abilities and build confidence.
When Alex asks about managing complex marketing work across many channels, Kevin describes how his agency is structured around subject-matter experts. Instead of trying to know everything himself, he relies on specialists in areas like:
• SEO and earned media
• Social and influencer marketing
• Paid advertising across digital and traditional channels
Kevin also talks about his passion for creating new solutions, like a technology that adds custom QR codes to direct mail so companies know when someone is interested. He emphasizes that marketing constantly evolves, especially now that brands want visibility not just on Google, but also inside AI tools like ChatGPT and Claude.
Having experts who know more than I do is key. (Kevin Lee)
3. Trust, Delegation & Winning Clients: How Kevin Lee Builds Strong Agency Partnerships
Alex makes a light comment about work-life balance, and Kevin replies that balance isn’t something you simply achieve—it’s something you work at constantly. He says delegation is essential, but not always easy. Sometimes you delegate too much or too little, and the challenge is finding the right level depending on the person and situation. For leaders, there’s no perfect formula—just ongoing effort.
The discussion then shifts to how Kevin’s agency works with clients. Alex asks whether Kevin’s team acts like an outsourced CMO for companies that don’t have the resources to handle complex marketing decisions. Kevin explains that sometimes this happens, but trust must be built first. Clients rarely hand over full control right away.
Instead, his team begins by tackling one specific problem the client cares most about. A subject-matter expert steps in, solves that issue, and proves value early. As trust grows, the relationship expands and budgets increase. Kevin calls this a “land and expand” approach—starting small like a “bicycle,” and once trust is earned, moving up to the “Lamborghini.”
They also talk about what makes an initial engagement successful. Kevin says that meaningful performance metrics are crucial. Many companies rely on simple KPIs like cost per lead or ROAS, but they often miss what really matters: the lifetime value (LTV) of their best customers. Treating all leads the same can lead to wasted spend. Real improvement comes from understanding who high-value customers are, then using data to find more people like them.
Maybe the perfect balance doesn’t exist, but the best we can do is strive for it. (Kevin Lee)
4. Stop Putting Barriers in Front of Buyers: Why B2B Marketing Needs a UX Upgrade
In this part of the conversation, Alex and Kevin discuss a common problem in B2B marketing: gated content and poor user experience around long-form materials like PDFs, ebooks, and white papers.
Alex shares his frustration with the traditional approach—when companies require users to fill out long forms just to download content. He describes the typical journey: fill out a form, wait for a confirmation email, click again, download a large PDF, try to read it on a phone, get overwhelmed, and often never come back. Even after all that effort, the content usually doesn’t include an easy next step such as booking a meeting or exploring related material. He argues that companies are unintentionally blocking engagement instead of encouraging it.
Kevin agrees and says that marketers spend time removing friction in the buying process, yet gating often adds friction for no good reason. Companies assume that people who push through a difficult process are more qualified, but in reality, the people who have time to fill out long forms are often not the real decision-makers. He believes that unless there is a genuine value exchange—such as participating in research to receive a special report—gating does more harm than good.
Kevin adds that in today’s world, content isn’t truly private anyway. Pricing, reports, and insights usually appear on platforms like G2 or through analysts, and AI tools can access them. So locking information down can create a negative brand experience rather than trust.
They both raise another point: the format itself is outdated. A downloadable PDF may look professional, but it’s not helpful for people who want fast answers or interactive learning. Kevin suggests using AI to summarize long content automatically and tailor it to the individual, instead of expecting someone to read 50+ pages.
Focus on the “gives” rather than the “asks.” Information wants to be free, and if you make it arbitrarily difficult, it creates a negative branding experience. (Kevin Lee)
5. Trust Over Tricks: Why Human Connection Matters More Than Fancy Marketing Tactics
Kevin explains how marketers could use AI in a helpful way by summarizing long documents and personalizing content to the reader’s role or industry. Instead of someone struggling through a 50-page PDF, the company could send a follow-up email with only the pieces that matter most to that person. Alex agrees and adds that sometimes a mix of short videos and longer deep-dive material works better than forcing everyone into the same format.
Alex says that modern buyers want quick, easy-to-consume content and depth that proves credibility. It’s a challenge: short clips are popular, but long-form content builds trust. Good marketing today needs to balance both.
Kevin shares that the strongest trend he sees is a return to authenticity. People build trust not with polished brand messaging, but by hearing directly from real experts—through video, audio, or conversations. Big brands like to think the logo is doing the work, but in reality, people buy from people. AI-generated content alone can’t replace human voices and real opinions.
Alex then asks how smaller companies can stand out when they don’t have the budgets of giants like Salesforce. Kevin suggests that it’s not always about breaking through the noise; sometimes it’s enough to show up consistently, be real, and let people feel that connection. Even simple, honest videos can help someone decide to trust a company.
Trust is built when folks engage with content via video or audio. (Kevin Lee)
6. Stop Trying to Reach Everyone: Focus on the People Who Actually Need You
Kevin explains that companies often waste time shouting into the world, hoping someone will listen. Instead, it’s better to understand who your ideal customer is—the people who would benefit the most from what you offer and are ready to invest. When you know exactly who those people are, you can create content that speaks directly to them.
They also talk about collaboration. Kevin suggests that even businesses that might seem like competitors can work together—through shared content, partnerships, or co-created projects—and let the buyer decide what’s best for them.
Another theme is content distribution. It’s not just about producing content, but also about where it appears. Posting on platforms like LinkedIn, YouTube, Reddit, or blogs helps both humans and search engines find valuable information. This also matters for AI tools like ChatGPT or Perplexity, which learn from trusted sources.
Alex adds that publishing a lot of high-quality content helps make better connections and opportunities, sometimes unexpectedly. The more helpful content you put out, the more likely it is to reach the right people.
You don’t need to make noise for everybody—you just need to make noise for the people who you could help the most. (Kevin Lee)
Check the episode's Transcript (AI-generated) HERE.