BtoB - 2008 Marketers Resource Guide - (Page 52) WHO’S WHO IN B-TO-B Tom Stein What: President-CEO Where: Stein Pamela A. Evans What: Senior Web Russell M. Kern What: President Where: Kern Organi- Rogan+Partners, New York Why: Stein Rogan increased its revenue by 50% in 2006 and won new accounts including ABN AMRO, Aruba Networks, Citrix Online, Dilligent Technologies, NetForensics and OnForce. Its major campaigns last year included OnForce’s “The Power of ON,” ABN AMRO’s “S-Notes: Making More Possible” and TransitCenter’s “Drive Down the High Cost of Commuting.” marketing manager, IBM Software Group Where: IBM Corp., Atlanta Why: Evans is responsible for all Web marketing campaigns and interactive strategies on a global basis for IBM’s software products. She has integrated e-mail and the Web as tools to increase traffic and drive sales. She is actively involved with the Direct Marketing Association’s Business-to-Business Council. Vin Gupta What: President-CEO Where: infoUSA, Omaha, Neb. Why: Gup- DIRECT AND DATABASE Ray Butkus What: CEO Where: zation, Woodland Hills, Calif. Why: As a direct response marketing veteran with more than 20 years in the business, Kern is recognized as an effective practitioner and industry educator. He creates lead-generation, traffic-generation, event attendancegeneration, direct sales and crosssell marketing programs for clients. He also instructs the DMA ’s advanced class on lead generation and is an expert in both b-to-b and consumer direct marketing. duties for several new accounts this year. The company has also launched a new research tool called Publishing Tracker, which monitors, categorizes and evaluates subscription direct mail marketing pieces. Michael Della Penna What: CMO Where: John Papalia What: President Where: Statlistics, Danbury, Conn. Why: Papalia has Joann Kropp What: President Where: Walter Karl, ARGI, Montvale, N.J. Why: A seasoned sales and marketing veteran, Butkus left his president post at Donnelley Group to head up ARGI, a subscription fulfillment and database marketing company. In March, Butkus completed ARGI’s acquisition of the reader services business of MediaBrains. The deal gives ARGI a way to provide leadgeneration tools for advertisers while helping publishers realize incremental revenue. ta continues to oversee the expansion of the data giant’s business, primarily through acquisition. The company has also focused on creating new products, particularly for small businesses. The most recent, Salesgenie.com/Lite, targets sales executives and entrepreneurs on a limited budget, giving them unlimited access to basic information about prospects from Salesgenie.com’s proprietary databases. grown Statlistics into a list marketing shop that specializes in b-to-b magazine list management and brokerage. Among several new b-to-b wins in the past year was list management responsibilities for Advantage Business Media. The lists, derived from 19 magazines, comprise almost 1 million names. Epsilon Data Management, Dallas Why: Della Penna has been credited with integrating multiple brands under Epsilon through acquisition and just last month announced the launch of the first companywide advertising campaign. He relaunched the Direct Marketing Association’s CRE Council (now known as the Email Experience Council) and is also a founding member of the Jupiter Email Measurement Accuracy Coalition. Scott Dorsey What: CEO Where: Denise S. Hopkins What: VP-marketing Pearl River, N.Y. Why: Kropp leads Walter Karl’s b-to-b list management business and has overseen the company’s transition from a list brokerage and list management company to a marketing consultancy. After Walter Karl parent infoUSA acquired list manager Rubin Response last October, Kropp led the integration of that group into Walter Karl. (Update: Joann Kropp left the company in October.) Paul Pellman What: Exec VP-marketing Where: Hoover’s Inc., Austin, Texas Why: Pellman is responsible for Hoover’s branding and marketing. In the past year, he led a rebranding effort, created a new lead qualification system, increased Hoover’s online conversion rate and decreased its cost per lead. He also served as interim president of Hoover’s while the company conducted an executive search. (Update: Paul Pellman is now entrepreneur in residence at Austin Ventures.) ExactTarget, Indianapolis Why: Since Dorsey cofounded the company, ExactTarget has grown to 250 employees. He has received several awards, including Ernst & Young Entrepreneur of the Year and Junior Achievement’s Best and Brightest award. He has a blog called My View, in which he discusses e-mail marketing issues. R. David Lewis What: VP-market development Where: Strongmail Systems, Redwood Shores, Calif. Why: Lewis leads the development of products and services for Strongmail and is a recognized industry thought leader on e-mail marketing, deliverability and best practices. He is actively involved with the Email Sender & Provider Coalition and cochairs the committee that evaluates new reputation systems. (Update: R. David Lewis left the company in August and is now an e-mail marketing consultant.) John M. Coe What: President Where: Protocol B2B, Colorado Springs, Colo. Why: Coe was named president of Protocol B2B, the b-to-b division of Protocol Integrated Direct Marketing, in April. The former president of the Sales and Marketing Institute, a b-to-b consultancy, Coe was brought in to lead the division’s efforts to help marketers identify and create demand through database integration and development, lead generation, response management, relationship marketing and inside sales.(Update: John M. Coe left the company in October and returned to his role as president of the Sales & Marketing Institute.) and product development, Marketing Information Services Where: Experian, Costa Mesa, Calif. Why: Hopkins has more than 15 years of experience in database marketing and data management. She has developed products for smallbusiness direct marketing, including National Business Database, the b2bBase cooperative database and Business Owner Link, which matches small-business owners with their home addresses. She is also a member of the Direct Marketing Association’s B-to-B Council. Theresa Kushner What: Director, customer intelligence and marketing intelligence Where: Cisco Systems, San Jose, Calif. Why: Kushner joined Cisco last year to manage customer intelligence. She directs a team of analytics specialists whose main job is to increase the company’s market share by applying insights gathered from customer data. Kushner and her team make liberal use of search, e-mail, blogs and online chats in their efforts. Richard Tooker What: VP-solutions architect Where: KnowledgeBase Marketing, Richardson, Texas Why: Tooker is the author of “The Business of Database Marketing.” The book offers practical advice for marketers that want to create a marketing database, from database marketing strategy through the technology “build.” The book also includes 37 best practices and a roundup of do’s and don’ts. Michael Iaccarino What: CEO Where: Epsilon, Dallas Why: Roger Marcus What: Senior analytic consultant Where: Bill Nussey What: President Where: Silverpop Ralph Drybrough What: CEO Where: MeritDirect, White Plains, N.Y. Why: Drybrough has led MeritDirect into new territory in order to keep pace with changes in the list industry brought on by technology and increased competition. Expanding beyond lists, last year he introduced MeritDirect Interactive Services Group, which provides Web and interactive services for clients, including Web analytics and a Web site. Iaccarino is the visionary behind Epsilon’s growth, which recently earned it the No. 2 direct marketing agency ranking in BtoB sibling publication Advertising Age. He leads the company’s effort to generate volumes of thought leadership materials, including surveys, reports, podcasts and webcasts. He also encourages industry collaboration and transparency, saying they will ensure the b-to-b marketing industry continues to flourish. Acxiom Corp., Little Rock, Ark. Why: Marcus is a champion of data integration and leveraging analytics in the marketing message. He was brought in at Acxiom to advise clients on using business intelligence from many sources— the Web, e-mail, search and soon mobile—to craft marketing strategy. Most of his current work is consumer-oriented, but he is beginning to do more for b-to-b clients. E-MAIL Matt Blumberg What: CEO Where: Larry May What: CEO Where: Direct Media, Greenwich, Conn. Why: May works with clients on a wide range of direct marketing services beyond lists. He has been with Direct Media for 14 years. His b-to-b list group has won management Return Path, New York Why: Since Blumberg founded it in 1999, Return Path has grown into a company with more than 100 employees serving the commercial e-mail industry. He has a blog called Only Once, where he expounds about e-mail marketing and entrepreneurship. He also publishes “Email Survival Guide,” a monthly e-newsletter that covers strategies to help marketers handle the changing e-mail marketing landscape. Systems, Atlanta Why: Nussey heads one of the few remaining independent e-mail marketing companies. He recently acquired Vtrenz, a marketing automation and lead management company, which now gives Silverpop multichannel integration and campaign automation technology capabilities. Like many of his peers, he maintains a blog about the e-mail marketing business. SEARCH MARKETING Tim Armstrong What: Presidentadvertising and commerce North America and VP Where: Google, Mountain View, Calif. Why: Armstrong presides over the North American | BtoB’s Marketers Resource Guide | | btobonline.com http://Salesgenie.com/Lite http://Salesgenie.com http://btobonline.com
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