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REPORT:
DELIVERING ROI
SUMMER 2015
THE
LONG HAUL
Daimler Trucks gets great
marketing mileage from a big
picture brand story
P. 2
WE ARE
ANALYSTS & ARTISTS &
DATA ARCHITECTS & CREATIVE DIRECTORS &
EXECUTIVES & COPYWRITERS &
STRATEGISTS & PRINTERS &
MARKETING DIRECTORS & BRAND MANAGERS
AndThen15.org/Chief
EDITORS NOTE
On the B2C side, sweepstakes have a proven track record for driving
engagement and ROI. Learn how brands like Skittles are combining
sweeps with social media to amplify their reach and results. At retail,
mobile and new technologies for sampling and ordering are influencing shopper behavior, and we explore ways Berringer, Amazon and
others are going for the win.
To increase the ROI of live events, brands are making the experience last long beyond the day of the event itself. (Now is a good time
for a gratuitous plug for our own summer spectaculars in New York,
PROMONext on June 16 and B2B LeadsCon, Aug. 24-26. Join us!)
The right technology is what ties everything together and gives
marketers the intelligence to make sense of it all. In our Tech RoundUp, learn the latest trends in ROI dashboards, what personalization
options make sense for you, how to use your CRM system to its fullest
potential and get an update on marketing automation.
Beth Negus Viveiros
Managing Editor
Chief Marketer
bnegus@accessintel.com | @CMBethNegus
SUMMER 2015
COVER STORY
16
25
CONTENT
EVENTS
DIRECT MAIL
TELL A TALE
Using storytelling to make your B2B
brand more relevant and engaging
20
29
SPECIAL REPORT
SHOPPER MARKETING
SOLUTIONS
TECH ROUND-UP
The latest trends in CRM, dashboards,
personalizaton & automation
12
22
36
SWEEPS
B2B SOCIAL
BACK PAGE
GETTING STRATEGIC
B2B marketers get more sophisticated
in their social planning
CM 4X4
Chief Marketer asks...how does your
brand gauge marketing ROI?
COVER STORY
long
haul
the
WHAT MATTERS
If your truck is in the shop, youre losing money by the
hour, Ferguson notes.
Connectivity is also a key element for freight truck
owners today, he says. Owners need to be able to monitor where their trucks are on the road, as well as what
is happening with the vehicle, to determine if a truck
CROSSING LANES
All of these messages needed to be inserted into advertising
and promotions in a holistic way, because they all figure
into purchasing decisions. The Real Cost of Ownership
message carries across not only paid marketing efforts
but also public relations, media interviews, trade show
promotions and social media. Drivers on the road are
heavily engaged in social, Ferguson notes, talking to one
another and posting pictures of their vehicles. Theres a
camaraderie between truck drivers.
Social has grown dramatically for us, adds Aufdemberg.
Everyone in the trucking industry is mobile, and tablets
and smartphones are the way to connect with family and
friends on the road. Daimler maintains active presence on
Facebook, Twitter and Instagram, as well as a community
site, TeamRunSmart.com, where five drivers blog about
their experiences on the road andkeeping on message
the real cost of driving and maintaining a truck.
Continued on page 6
COVER STORY
We needed a marketing strategy that
could live across all of our platforms
and audiences.
Mary Aufdemberg, director, product
marketing, Daimler Trucks North America
B2B STORYTELLING
TELL A
TALE
WHY SO SERIOUS?
DONE RIGHT, HUMOR CAN BE A POWERFUL B2B MARKETING TOOL
Dying is easy, but comedy is hardparticularly if you want to sell someone something.
Using humor in B2B marketing can be challenging in several ways, says Tim Washer, senior marketing manager, social media,
Cisco Systems. Washer himself is a seasoned comedy veteran, with writing and performing credits on Late Night with Conan
OBrien, Last Week with John Oliver, The Onion Sports Network and many others.
For one thing, it can be a challenge to simply get your team on board
with the concept, and then getting it approved by the powers that be.
Many people in the mix may have no experience with producing comedy
(or even, dare we say it, a sense of humor), but still want to give their input.
Washer says the first time he pitched humor in a corporate environment was at IBM, where he was a speech writer. The company wanted to
inspire the sales force and change their behavior. It sounded like a comedy
video, but to be honest, everything sounds like a comedy video to me, he says.
He wrote a draft script for a presentation at an internal sales meeting
and got a VP to sign off on it. Because this was for internal use only, the
risk was lower than something that would go
out to the general public. It played well to the
Interviewing a customer
home team, so the next year, they put the video
and adding levity is a safe
online.
way to keep the humor
Humor can be scary, because especially
relevant and connected
in todays age of social media, if people are
to the brand story, says
offended, theyll let you knowand fast. But it
can be an even bigger risk to just play it safe with
Washer.
talking head videos, and making no impression
on anyone.
Humor is subjective, and it will generate
feedback, he says. If you put a boring piece of
content out there, the nice thing is no one will comment on itbecause they wont watch it or they wont care.
Social can be a simple and inexpensive way to test putting humor and personality into your marketing. Tweets around an idea
or corporate character can get the ball rolling, as can things like funny captions for images on Instagram. Employees can be a great
resource here, and can provide fodder for your social stream of content and ideas.
Humanizing the brand is where the real value is, says Washer. If you can make someone laugh in a business context, thats the
most intimate connection, particularly if the laughter comes from an industry pain point. Show that you understand customers and
communicate that you know their struggles and what they are going through.
Testing is always a good idea, and when using humor in the mixparticularly if people are nervous and this is new for your
brandits a must. If you have a new video, before putting it up on YouTube for the world to see, show it live to a group at an internal
meeting. Seeing how people respond and seeing them laugh will give your vice president confidence to push it out, he says.
And while you may have some folks in your office who are hilarious around the water cooler, Washer recommends investing in
professional actors used to performing on camera. Solid scripts fall apart because someone doesnt have a rhythm for comedy.
Many B2B brands like to showcase their customers in videos, to add personality to the brand. Consider hiring an improv
actor or comedian who knows how to be professional, work clean and think on his or her feet, he suggests. This will add
a bit of spontaneous humor to your videos. A video with your customer (and your brand) laughing in the moment shows
youre not trying to control the message that that your brand is indeed staffed by actual human beings.
Washer has successfully done that with several Cisco clients. For one series of videos, he interviewed several customers one on one, posing as a very inquisitive and overly friendly waiter in a restaurant. It got everyone out of a conference room,
looked different and was fun for everyone involved, even the CIOs who might not necessarily choose to be in front of the camera.
In another video with Goldcorp Eleonore, he went onsite in a mine to showcase a ventilation systems Wi-Fi component Cisco
helped implement. Washer asked questions that were serious but kept it fun. Interviewing a customer and adding levity is a safe
approach, because it keeps the humor tightly connected to a customers story, he says. It feels relevant and not tacked on.BNV
B2B STORYTELLING
B2B STORYTELLING
HAVE A PERSONALITY
What can you do to make your content stand
out? Start with your customers, says Slack,
and do some research.
Im a big believer in having conversations
with your target audience, he says. What are
they reading? Where are they getting their
information? What [sites] have become their
daily and weekly habits? Then, pay attention
and let that information guide you.
Too much content is created in a corporate vacuum, says Slack. You cant just sit
around a table with no real input.
Stories are so important because they
spark emotions and help people make sense
of the bigger picture, says Baltazar. People
are people, no matter whether they are acting
as a consumer or a professional. Everyone
has emotions.
A common mistake in business-tobusiness is that marketers think they have
to always be serious and talk results, only
appealing to the left side of the brain. Everyone stiffens up and gets dry, and thats a mistake, says Baltazar. Brands need to tap into
their business partners emotions.
People love brands with personalities,
and that sometimes gets lost in B2B, adds
Matthew Flachsenhaar, project producer,
Broadstreet. Facts are important, but people
still want to be compelled and motivated.
Sometimes, B2B brands stay serious
because they worry if they step down from
DIFFERENT PERSPECTIVES
Remember too, that your brand doesnt
necessarily own its own story. Everyone
who interacts with your brandyour
marketing team, the companys employees,
consumersinterprets the brand story
differently.
People will go the way they want to, adds
Flachsenhaar. Person one might do something because it makes them feel one way,
while person two reacts because they feel
differently.
People have the duality of being people
and business people at the same time, notes
Gaston Legorburu, executive director and
chief creative officer of interactive agency
SapientNitro.
In todays highly connected digital world,
marketers have a wealth of real time data that
helps them see how people are responding
and interacting, he says.
This enables brands on both the B2B and
the B2C side to test and shift their marketing accordingly. Some marketers have a tendency to cater to the left brain, and others
to the right, and it really needs to be a mix
of both to truly connect.
Legorburu notes that his firm has done
extensive research around digital shopper
behavior. As shoppers are tracked throughout the day, it can seem like youre watching
someone with ADHD whos had a few Red
Bulls and no sleep.
This empowered and erratic consumer is the same person who is in corporate
America, says Legorburu. They have this
same level of multitasking and you need to
build a portrait of this person.
THE CHANGING
FUNNEL
B2B buyers are doing more
and more research before
they even identify themselves
to a vendor as a potential lead.
This means marketers must
create more touch points for
prospects to connect with them
organically as early in the process
as possible. The more engaged
and interested they are, the more
they will want to provide their
content information, McAuley
says. Rich content will help move
A Landis+Gyr Publicatio
n
FutureReady
WHERE THE SMAR
T GRID
IS HEADING
Distribution Data
Helps
Utilities Mitigate Line
Losses
MAKING SENSE OF
IT ALL
Attribution in lead gen is a
challenge for some, but it all
comes down to having a clear
understanding of how all your
marketing elements are working
together. The challenge is to
find that integration and see the
value of what [everything] is doing
and how we are executing in our
CHANNEL CHANGING
Everyone is getting 30 to 40
emails a day, which means
marketers must stand out in the
inbox. Are you providing the
potential customer something
that works with specific goal?
says Gould. It goes back to
personalization , and tying
[your email message] back
together with other content in
PR and branding and making it
more holistic.
Continued on page 11
WHAT MAKES A
DIFFERENCE?
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Prod. Drop
SWEEPSTAKES
THE
CHANGING
FACE OF
SWEEPS
HOW MOBILE, SOCIAL AND GAMIFICATION
ARE REVOLUTIONIZING THE ENGAGEMENT
POTENTIAL OF SWEEPSTAKES AND
COMPETITIONS
BY PATRICIA ODELL
they used various platforms differentlyPinterest provided inspiration, Twitter was used
for customer service. These differences influenced the design of the game, which pulled
twice as many players as expected.
The better you can identify your target
audience, the better you can use multiple
channels to reach them, Caputo says.
Another tip, dont just rely on social viral
share or on word-of-mouth alone to promote
your campaign. The occasional viral superstarsuch as the ALS ice-bucket challenge
to name one example that took off in social
as well as other channelsgives many marketers a sense of bravadomy promotion
is even better, so of course word will spread
on its own. This is the same sort of thinking
that has led many an aspiring actor to make
his way to Hollywood, only to end up flipping
burgers at In-n-Out.
If you dont promote it, insists Caputo,
it wont go viral on its own.
HAVE A PLAN
According to Kontest, a platform to create
and spread promotions across all channels,
campaigns with an advertising budget gain
10 times as many entrants as those without.
Its much easier to share photos and videos through your existing social networks,
says Jim Higgins, vice president, digital at The
Marketing Store. And for brands, its important to engage their audience where they are
already engaged.
Plan ahead when creating a marketing strategy for your sweepstakes, and
make sure your efforts in social, mobile
and everywhere in between are integrated
with other departments.
Probably the biggest missed opportunity
we see is a lack of media integration, says
John Findlay, founder of digital engagement
agency Launchfire. Thats usually a function of insufficient planning and the siloed
natures of organizations. Even getting spots
in your corporate email blaststhat has to be
planned ahead of time, because other stakeholders want those spots as well. If you dont
plan it out in advance, you dont get to promote your sweepstakes. Theres only a certain
amount of messaging you can push out via
your dedicated media without risking fatigue.
Not planning far enough aheadand not
getting budgets finalized in timecan end
up costing you money. If you dont plan out
enough in advance, Findlay says, you wont
have a robust enough media plan to entice
partners to offer free prizing.
Companies at the top level should recognize that the sooner they give their constituents the money, the more theyll get for their
money and the better their results, he says.
Follow up is a big player as well, so milk
that promotional value of a sweepstakes even
after the contest is over.
Very seldom do you ever hear the story of
the winner, and to me thats a massive missed
opportunity, Findlay says.
He also suggests keeping certain games
those that are true games not simply the digital equivalent of a slot machinelive even
after the sweepstakes itself has ended.
PRIVACY CONCERNS
Consumers are becoming more wary of
sharing personal information, which means
marketers have become extremely sensitive to
privacy issues. Every data breach, even those
not directly related to contests or sweepstakes,
ratchets up mistrust among consumers.
SWEEPSTAKES
MONEY MATTERS
SWEEPSTAKES
without a webcam or (gasp) a pack of Skittles could still play by selecting flavors on the
site itself. The grand prize was $50,000 and a
Skittles champion belt, which came with a
Skittles dispenser, of course.
Skittles promoted the contest using social
and banner ads, social posts, and displays
in convenience stores; no traditional mass
media were used to raise awareness. Nonetheless, during the three-month campaign,
more than 3.5 million consumers visited the
Agencies and brands want a partner to help elevate market presence without increasing their bottom
line. Too often, creative and out-of-the-box ideas are met with a stakeholders fear of budgetary risks.
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EVENTS
ARE YOU
EXPERIENCED?
IMMERSING CUSTOMERS IN AN EXPERIENCE TO CREATE
ENGAGEMENT BEFORE, DURING AND AFTER A LIVE EVENT
By Patricia Odell
o longer content
with just reaching
customers and
prospects at live
events, marketers
are now engulfing them in an
experience that begins long before
the event and lasts far beyond.
Its never been more important to take advantage of the
time leading up to a live event,
to capture rich, valuable data
both during the run up and at
the eventand to then extend
the life of the event, not just a
mere few weeks, but for months
and months, even a year.
Live events and other realtime experiences should serve
as a jumping off point or part of
an overall plan for year-round
engagement and consumer
interaction, says Aaron Clark,
vice president of mobile sales
and operations at HelloWorld.
If its a one-time activation,
you risk losing the connection
that you just put time, effort
andif its a landmark event
a lot of money into.
Johnson & Johnson and
its agency Octagon executed
a lengthy campaign for J&Js
sponsorship of last summers
FIFA World Cup in Brazil.
World Cup mania dominated the news cycle for at least
four weeks prior to the events,
paving a sleek marketing path
for J&J to travel on leading up
to the matches.
J&J, as the first FIFA World
Cup healthcare sponsor, took
advantage of that long lead-
Bud Light fans could purchase a siren that would go off when their
favorite sports team scored.
FIFA World Cup. A sand sculpture was built next to J&Js Family Area activation at the Fan
Fest on Copacabana beach in
Rio. On June 14, World Blood
Donor Day, J&J promoted blood
donation on LED field boards
next to the pitch and visible to
millions of TV viewers.
It was a way to disrupt the
whole system and do something that was new and fresh,
he says. The content we were
delivering was a real service to
the country, a real need that
had to be addressed.
Also during the matches, J&J tapped into its Care
Inspires Care brand campaign
EVENTS
EVENTS
Join us at
to get insights on the trends shaping promotional marketing now
& celebrate the 25th annual PRO Awards winners.
June 16, 2015 | 8:30 am to 2:00 pm | The Manhattan Club - New York, NY
Check in at www.pro-awards.com for the latest updates on PROMONext 2015!
25630
WE POWER
MARKETING
Marketing Applications
SHOPPER MARKETING
WINE TASTING
The launch of the taste stations is
the result of a year-long campaign
and delivers against such key
research findings as 94% of
PRESS HERE
In another innovation that
LOOK AT THIS
Another major retailer using
technology to enhance the
real-time shopper marketing
experience is Neiman Marcus.
Earlier this year, some stores
began testing a cutting-edge
Beringer rolled out taste stations in 1,000 Kroger stores this spring
to help consumers feel more confident about their wine selection.
ITS PERSONAL
Introduced in 2013, Apples
iBeacon technology is being used
by brands to locate consumers
and serve up coupons and other
offers when they are in close
proximity to a store or restaurant.
More and more marketers are
using the technology to drive
in-store traffic.
In some Georgia locations,
McDonalds used beacons to
push deals to customers, bumping sales of the McChicken Sandwich up 8% and Chicken McNuggets up 7.5%, Forbes reported in
December. Also last year, Lord &
SHOPPER MARKETING
B2B SOCIAL
GETTINGSTRATEGIC
B2B MARKETERS GET MORE SOPHISTICATED IN
THEIR SOCIAL PLANNING
BY BETH NEGUS VIVEIROS
BY THE NUMBERS
The recent Brandwatch B2B
Social Media Report showed that
76% of B2B brands have at least
one Twitter or Facebook account,
with 47,023 Twitter followers and
211,872 Facebook likes on average.
Over 5 million social mentions
were recorded in a two-month
period for these brands.
But one of the biggest surprises in the report was that 42%
of the leading B2B brands were
currently inactive in social media,
says Phillip Agnew, community
manager, Brandwatch.
Thats a huge problem, says
Agnew. B2B customers expect
a holistic, engaged experience
and you have to have a place to
respond to them.
Not surprisingly, the number
of B2B brands posting from multiple accounts was 16% higher on
Twitter than on Facebook. U.S.
software brands had the highest average amount of Twitter
accounts, 9.1, while industrial
tech brands in the U.K. had the
lowest average, at 0.4.
In the report, Brandwatch
recorded over 75,000 mentions
that signaled an intent to purchase over the course of a year.
Of the more than 5,000 customer
B2B SOCIAL
Visit www.Leadscon.com/leadsconny/B2Bleadsconsummit
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ch an gin McLellan, vic h, who also pre stomer,
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A
SOCIAL MEDI
mp
although the chan
bu t co
gen rose to 68% in 2014,
is in contro l are buzz-
Special
Report
consum er
the basis
words and have formed
y for several
of our marketing strateg
years now.
in lead
us to in
Use of social media
provided a way for
ers. Social media has
social] has
still tricky for B2B market
But conver sion [via
existing custom ers.
with prospe cts and
wrote one respondent.
slow and challenging,
CRM
ACQUISITION
CRM is the key to bringing that to life
combining CRM technology and big data
and traditional channels.
When you start to connect those pieces
together, youre able to make those predictive
TECHNOLOGY
ROUND UP:
TECHNOLOGY
AUTOMATION
They were looking at profiles and personalizing messages based on what customers were doing and their specific profile information. They were using things like segmentation much more than the average folks. So
in addition to the technology, it really starts
with planning and knowhow and using the
technology to achieve that, Chatterjee says.
Top performing marketing departments
are also using metrics more often. Almost
two-thirds of the marketing decisions that
top performers are making are based on
metrics, not based on non-metric criteria,
according to Gleanster.
NEW SOLUTIONS
Marketing automation has been helping
marketers target customers based on
personal and demographic information for
some time, but now its allowing them to
target based on technological data.
HG Data is now concentrating on a new
type of automation focused on targeting by
installed technologies, or knowing what
hardware and software technologies are
being used by companies before reaching
out to them for marketing or demand gen-
Deep Horizontal
Reach
16
Million Business
Decision Makers
16
Vertical
Markets
5 Key Sectors
Agriculture | Design & Manufacturing
Transportation | Infrastructure
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Audience Extension
Behavioral Targeting
Multi-Touch/Multi-Channel Programs
Call today to learn how Penton SmartReach can help you reach and engage buyers
and influencers who are ready to do business with you.
212-204-4358
pentonsmartreach.com
236
Countries
TECHNOLOGY
ROI DASHBOARDS
web dashboard in a
review with the web
team, but on a dayto-day basis, the web
team has a dashboard
that they are going to
track their success
against. When people mix roles in their
dashboards, thats
where they fail, Mollot says.
When planning a dashboard, think of the
audience and the latency of the data the team
member using it will need to access.
I have dashboards that are operational
that I look at every day, and then I have dashboards that I look at monthly, so I can see
month-over-month performance, Mollot says.
Posting key dashboard metrics up on a
public big screen monitor in the office gives
the entire organization has a sense of how certain areas are performing in real time.
It creates a shared purpose and a shared
goal. We are seeing a lot of marketing departments do that, she says. Its also positive reinforcementyou can have the metrics go red,
green or yellow based on performance. It creates an extra sense of purpose and it can be
extremely motivational.Patrick Gorman
PERSONALIZATION
via digital channels or mobile devices, or gauging their interests via social and reacting to
data in real time, personalization is evolving
quickly. Smart marketers need to keep on top
of the trends or risk being left behind.
Personalization doesnt happen magicalContinued on page 34
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TECHNOLOGY
PERSONAL TAILORING
Personalized marketing efforts need to
provide consumers with relevant content and
messaging tailored specifically to their needs,
and many campaigns dont hit the mark.
Personalization is leaving customers
numb, and thats what were hearing from
marketersthat theyre not connecting with
customers through many of the more recent
uses of personalization and customized experiences, because its still very much segment
focused, and doesnt really take into account
the individuals needs, says Jenne Barbour, solutions strategist with Teradata.
Marketers who want to succeed at personalization must get down to an individual
level, and that requires a true picture of the
complete customer experience.
Its [looking] across all silos, wherever the
customer information may reside in your enterprise and bringing it together into the digital
ecosystem and understanding the individual
and her other interests when shes out across
other properties, because that informs the individual level of relevance as well, Barbour says.
Marketers want to break down the silos of
the different touch points of the multichannel
experience, agrees Clint Poole, vice president,
marketing, Lionbridge.
The biggest challenge is that there are different systems for all of these touch points,
which can mean different providers, agencies and internal
teams to operate them.
You have this highly complex, fragmented ecosystem
of providers and platforms,
so what has evolved is custom systems integration. A
lot of people are creating ad
hoc, customized workflows
between systems, Poole says.
While new cloud platforms from Oracle
and Adobe can break down silos and connect multiple digital channels within one
platform, most marketing teams are dealing
with a number of tech solutions to manage
their customer data and information.
Personalized experiences used to be delivered in one channel and were based on data
from that channellike displaying personalized product recommendations on a website
based on a customers prior purchases on that
site. Now were seeing personalization increasingly becoming multichannel and multi-device
based, says Kim Smith, senior vice president
of product, HelloWorld.
Marketers are now taking web browsing
data from one place, social media activities
from another, purchase data from their POS
system and location-based information and
using a combination of the data to create richer
and much more personalized experiences than
before, Smith says.
This is changing the way marketers do
business.
I think personalization has created the
need for a new type of marketerone who
has the skills to bridge IT, data science and
digital marketing. It needs to be driven down
from the CMO to teach marketers to become
more data scientists. There is technology out
there to help brands cover these areas but the
problem is that a lot of them dont have the
skillset in house to use those tools to the max,
Koenig says.
GOING MOBILE
Mobile devices are the most immediate
way to communicate with customers as
individuals, and finding their preferred
method of mobile engagement is key for
marketers moving forward.
A mobile app might not be the right thing.
Simply ensuring that your website is mobile
friendly could make more sense. Mobile is truly
where everything is shifting, and marketers
have a rich opportunity to interact at an individual customer through mobile, Barbour says.
Its important for marketers to ensure there
is relevance, transparency and trust around the
information customers are sharing
with brands, including what information is being used and how it is
being used.
As long as youre providing
that relevance and an opportunity for customers to maintain
control over what theyre sharing, the barrier to sharing more
information is reduced, says Barbour. People become uncomfortable when
marketers dont provide the relevance that
customers expect or when they abuse that
privilege and sell the information.
TOOLBOX
PRINTERS/SPECIALTY
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CHIEF
MARKETER
TOOLBOX
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Copy Editor
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Group Publisher
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lbacon@accessintel.com
Media & Marketing Sales
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CM 4X4
When it comes to marketing return on investment, what really matters? This issue, we asked
four marketing pros for their thoughts on professional and personal ROI.
Vital marketing
investment
this year
Developing a
customer portal.
A recent personal
investment &
the ROI
My second
oldest daughters
wedding!Everyone
sure seemed like they
had a great time at
the reception.
Marketing automation
to improve and move
prospects throughout
the funnel.
An 80 inch 4k/3D TV
and all new stainless
steel appliances in the
kitchen. If Momma
aint happy, aint
nobody happy!
Our programmatic
platform, and creating
private marketplaces.
Biggest ROI
challenge
Mark RENTSCHLER
director of marketing,
Makino
Warren SUKERNEK
director of marketing, Triumvirate Environmental
Clint HUGHES
VP marketing, MediGain
Rachel ALLGOOD
SVP, marketing/consumer
insights, Gamut, a Cox
Media Co.
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