March 22, 2006 — Business-to-business marketing luminaries Pete Krainik, CMO, QD Technology (formerly global vice president, marketing, Avaya), and Valerie Mason Cunningham, vice president, corporate marketing services, Xerox, will address attendees on how to achieve effective marketing integration and streamline marketing procedures when DMA’s Direct Marketing to Business Conference convenes April 19-21 in Orlando, FL.
Thursday, April 20
Luncheon Keynote: Integrate for Success: Why Effective Marketing Integration is Crucial
Recent focus on individual marketing channels — including e-mail, search, direct mail, telemarketing, and database marketing, in addition to newer techniques such as RSS and Blogs has created the need for marketers to incorporate all marketing channels into a carefully crafted, integrated campaign, in order to maximize marketing ROI.
Peter Krainik, CMO, QD Technology, will provide integrated marketing insights for both larger companies with big marketing budgets, and smaller companies that need the impact of integrated marketing - but don't have big dollars to spend.
Krainik will provide examples from his experience leveraging newer interactive technologies at Siebel, DoubleClick, and QD Technology, and draw from his work at Avaya, where he has successfully executed integrated marketing campaigns, using company wide dashboards, down to specific marketing vehicles by campaign.
Pete brings over 25 years of experience in the software, marketing technology services, and consumer goods industries. While at Avaya, he was responsible for the integrated marketing team, and worked closely with the different business divisions in order to maximize the company's brand awareness, brand communications, demand generation, and sales enablement. Today, as CMO of QD Technology, Pete oversees all sales and marketing activities for the company.
Friday, April 21
Luncheon Keynote: Get Lean, Get Control....Get Customers
With ROI and cost control becoming ever more crucial to the function of marketing, more top companiessuch as Xerox Corporation, are turning to Lean Six Sigma to help make marketing procedures more efficient and cost-effective. With the Lean Six Sigma framework, called DMAIC, (define, measure, analyze, improve, and control), not only can the marketing process become more efficient, but more effective as well.
Valerie Mason Cunningham, vice president, corporate marketing services, Xerox, will share with her discoveries from the Lean Six Sigma projects she has overseen, such as efficiencies gained in developing marketing, and how to measure their effectiveness.
Valerie heads a variety of Xerox's customer-focused initiatives, such as developing and deploying customer insight programs, customer relationship marketing, customer reference, marketing strategy, and customer research.. In addition, she provides leadership and support to Xerox's Worldwide Executive Marketing Council, which represents all geographies and lines of business. Previously, Valerie served as the director of corporate marketing services, responsible for global events, marketing business/competitive intelligence, customer relationship management, market research, and collateral development.
For more information on DMA’s DMB Conference, or to register, please visit: www.dmadmb.org.
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