proven strategies for creating market presence,...
TRANSCRIPT
The Changing Marketing LandscapeAdvances in technology are shifting the marketing function at many companies from a focus on branding and awareness to lead generation and financial impact. As marketers adjust to their changing roles they need a roadmap to help them navigate all the solutions available and integrate them into their business strategies. Chief Marketer is the trusted source of insights and ideas for more than 140,000 marketers who rely on our suite of content and live-event resources to help them cut through the noise and find the solutions they need to optimize their performance.
2016 MEDIA KIT 2
Chief Marketer keeps this fast paced and challenging C-Level executive informed on top level marketing information— peers, competitors, campaigns, talent, trends, research and top shops.
Reach Top Level Marketers ...
Sample TitlesChief Executive Officer
Chief Marketing Officer
Brand Manager
EVP, Database Marketing
Chief Marketing Technologist
SVP, Marketing
VP, Interactive Marketing
VP, Marketing
VP, Sales & Marketing
VP, CRM & Database Marketing
Marketing Automation Manager
Content Marketing Director
Director, Marketing Analytics
VP, Audience Development
Director, Global Marketing
Director, Digital Marketing
Director, Corporate Marketing
Managing Director
Senior Director, Experiential Marketing
Director, Customer Experience
Director, Consumer Marketing
Performance Marketing Director
Ecommerce Director
Director, Promotion Marketing
Director, Demand Generation
Director, Membership Marketing
Director, Content Marketing
Director, Integrated Marketing
Manager, Social Media Marketing
Lead Generation Manager
Online Marketing Manager
Director, Marketing Technology & Services
Manager, Marketing Operations
Manager, Digital Marketing & Metrics
Manager, Events & Promotions
Product Marketing Manager
Manager, Email Marketing
Direct Marketing Manager
eMedia Manager
Consumer Promotions Manager
Channel Marketing Manager
Chief Marketer Audience
24%
26%
CEO / PRESIDENT/ OWNER
24%MANAGER, MARKETING
26%CMO / SENIOR VP / VP MARKETING
DIRECTOR, MARKETING
CHIEF MARKETING OFFICER
2015 Reader Survey
Meet Your Potential CustomersOur Audience Crosses All Major Markets, Marketing Functions and Job Levels
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The Industries That Need You 25%18% 11%
10%9%7%5%
4%4%4%3%
AGENCY/MARKETING SERVICES
HI-TECH
FINANCIAL
RETAIL
MEDIA & ENTERTAINMENT
WHOLESALE/DISTRIBUTION
BUSINESS/PROFESSIONAL SERVICES
TRAVEL & HOSPITALITY
COMMUNICATION SERVICES
NON-PROFIT
CPG / MANUFACTURING
94%
Have buying power
2015 Reader Survey
Sample Reader CompaniesCPG/MANUFACTURING
AlcoaColgate PalmoliveDow ChemicalGeneral MillsFord MotorKimberly ClarkSpectrum BrandsAbbott LaboratoriesHillshire BrandsGeneral MotorsDuPontPfizerHenry ScheinDeere & Co.Brown-Forman Corp.Baxter HealthcareMonsantoWhirlpoolYUM! BrandsMolson Coors Brewing Co.HasbroH. J. Heinz Co.Cummins Inc.AllerganDieboldDel MonteInternational PaperKellogg Co.PraxairExxon MobilPinnacle Food
RETAIL
Macy’sTarget Corp.Urban OutfittersWilliam-SonomaCostcoNordstromStaplesLowe’sBaker Hughes Inc.Cabela’sSteelcaseCintasTiffany & Co.AutoZoneHome Shopping Network
MEDIA & ENTERTAINMENT
NetFlixTime Warner CableViacomCharter CommunicationsCaesars EntertainmentLive NationMcGraw-HillMGMDirecTVDish Network
FINANCIAL
Bank of AmericaPrudential FinancialAFLACLiberty MutualVISATIAA-CREFHumanaAIGPrincipal FinancialThe Blackstone GroupRaymond James FinancialAmeriprise
BUSINESS/ PROFESSIONAL SERVICES
PaychexSimon Property GroupFedExeBayAvisWaste ManagementADPHalliburtonServiceMasterBerkshire Hathaway
HI-TECH
HPLenovoAppleDellHoneywell InternationalTexas InstrumentsIngram-MicroB/E AerospaceSAPIBM
TRAVEL & HOSPITALITY
Delta AirlinesHyatt Corp.ExpediaStarwood Hotels & ResortsMcDonald’sAmerican Airlines
2015 Publishers Data
VICE PRESIDENT, MARKETING Whether B2C or B2B, Chief Marketer offers up inspiration through campaign coverage, awards programs and events & research, as well as fresh tactics, resources & technology applications that move the revenue needle.
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“ Chief Marketer is one of my main go-to sources for digital marketing tips, trends and best practices.”
—PETER COBB, FOUNDER/EVP MARKETING, EBAGS
“ The PROMONext conference featured insightful presentations from impressive brands, sharing interesting case studies. Thoroughly enjoyed the day, left with some new ideas!”
– KAREN KOSLOW, PARTNER/CHIEF MARKETING OFFICER, SYNERGISTIC MARKETING
“ Chief Marketer is the absolute best source in our industry for relevant B2B marketing strategy ideas and content.”
– MARISA EDMUND, EVP MARKETING, EDMUND OPTICS INC.
“ B2B LeadsCon was a really great show. It was definitely worth my time and its been great to network with like-minded marketers. I’ve made a lot of new connections and I’ve learned a lot of new ideas.”
– BRANDEE JOHNSON, SENIOR MARKETING MANAGER, LEGO EDUCATION, ATTENDEE OF B2B LEADSCON
Testimonials from Marketers
By Company Revenue
32% LESS THAN $5 MILLION
25%$50 TO $499.9 MILLION
5%$500 TO $999.9 MILLION
11%$1.0 BILLION OR MORE
27%$5 TO $49.9 MILLION
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Chief Marketer Product PortfolioFrom digital products on our website, via email & social, to live events and awards, to research, print and custom solutions. Choose a product, an integrated program or a customized solution to achieve your marketing goals.
PRODUCTS BRAND AWARENESS
THOUGHT LEADERSHIP
LEAD GENERATION
ENGAGE PROSPECTS
& CUSTOMERS
CUSTOMER EDUCATION
Events & Awards
B2B LeadsCon Event 4 4 4 4 4
TopShops - B2C & B2B Leading Agencies 4 4 4 4 4
PROMONext & PROAwards 4 4 4 4 4
IM+T Summit & IM+T Awards 4 4 4 4 4
Print | Digital Editions
Strategic Guides 4 4 4 4
AgencyNext Annual Report 4 4 4 4
Digital
PISCES Content Marketing 4 4 4 4 4
AMPlify Email & Social 4 4 4 4 4
Marketing IQ | Quiz 4 4 4 4 4
ePromotion 4 4 4 4
Introstitial 4 4 4 4
Marketing Services Directory 4 4 4
Targeted eNewsletters 4 4 4
Run of Site Advertising 4 4 4
JobZone 4 4
Engaging Content
Webinars 4 4 4 4 4
Editorial Reports & Research 4 4 4 4 4
Shop Talk | Video 4 4 4 4 4
Custom Programs
Content, Research, Campaigns 4 4 4 4 4
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Live & Annual Events Not to be Missed!PROMONEXT & THE PRO AWARDS PROMONext: Leaders in Promotional Marketing Conference is the go-to event for exclusive content that covers how top brands capitalize on the latest trends in promotional marketing with fast paced presentations by Chief Marketer editors and brand marketers. You’ll get insights on what’s working and what’s not in social, event, video, content and mobile and take away actionable steps you can put to use right away. Educational sessions are followed by The PRO Awards Gala, a lively event honoring the winners of the most prestigious promotional marketing awards program in the world.
“ I am very proud of the Brand and Multicultural Teams at Pernod Ricard USA in collaboration with Epsilon being recognized by winning this prestigious award as it is a testimonial to their hard work in leveraging strong consumer insights into strategy and activation resulting in a powerful platform and commercial results.”
— WAYNE HARTUNIAN, VP, CATEGORY MARKETING, SCOTCH & COGNAC, PERNOD RICARD USA
“ It’s never been a more exciting time to be a marketer, and as we continue to push boundaries with bigger and better ideas, there are few things more rewarding than winning the respect of your industry peers. We knew Bud Light Whatever, USA was a special campaign from its inception, but winning five PRO Awards, including Chief Marketer’s highly coveted “Best Campaign of the Year” is a truly humbling honor.”
— HUGH CULLMAN, SENIOR DIRECTOR OF MARKETING, BUD LIGHT
B2B LEADSCON B2B LeadsCon is the only event exclusively devoted to B2B Lead Generation— a must attend for B2B marketers looking to optimize lead gen, nurturing and scoring. B2B LeadsCon last year garnered rave reviews—“dozens of takeaways,” “great learning experience” and “not to be missed.” B2B LeadsCon happens August 22-24, 2016 in New York City, and takes place at the same time as LeadsCon. Collectively B2B LeadsCon and LeadsCon showcase the best people and companies in direct response marketing with more than1,800 people combined each year offering unparalleled insights and access to marketing leaders. B2B LeadsCon is designed for those who desire accountability in their marketing spend and have results-driven marketing objectives.
“ It has been really useful applying marketing to the sales function and even looking at existing marketing practices that fall under sales and refining them based on what we learned here. I learned to have everyone aligned to revenue generation—marketing is no longer what they were in the past just making things pretty.”
— SEAN HUGHES, SALES DIRECTOR, THE NEW YORK TIMES CORPORATE DIGITAL SOLUTIONS and B2B LEADSCON ATTENDEE
THE IM+T SUMMIT & IM+T AWARDS All companies that sell technology and integrated marketing/technology solutions should be at this important conference. The IM+T Summit is not about theory, it is designed as a marketing learning lab. It’s the one marketing technology conference that focuses on real world how-to sessions, case studies, new techniques and technologies to build successful marketing campaigns. Like its content, the IM+T Summit’s working space is unique. The interactive learning sessions, break areas, and exhibitor/sponsor areas take place in just one large space. This creates a rich environment for learning, sharing and networking.
The Integrating Marketing + Technology Awards is the first awards program recognizing outstanding marketing campaigns utilizing technology. The IM+T Awards are the benchmark for outstanding use of tech solutions to produce stellar results in marketing, as judged by a jury of expert peers. Get the recognition your brand, client, or tech solution deserves.
ATTENDEES ENJOYING A FEW B2B LEAD GENERATION INSIGHTS AT B2B LEADSCON
2015 PRO AWARDS WINNER
2016
AGENCYNEXT REPORT Today’s agencies do much more than simply write clever slogans. They are true partners, helping clients craft winning campaigns and create marketing strategies that engage prospects and customers across a variety of media channels. In AgencyNext, Chief Marketer spotlights the best of the best with:
• PROMO Top Shops—our essential list of key promotional marketing agencies
• B2B Top Shops—the go-to directory of the country’s top B2B shops
• PRO Awards—profiles of the 2016 winning campaigns and agencies
• Integrating Marketing + Technology Awards—showcasing campaigns making the most of marketing tech solutions
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PROMO Top Shops & B2B Top ShopsTop Shops is Chief Marketer’s annual compilation of the top pure-play promo agencies and B2B marketing agencies, both large and small. This is a resource accessed by marketers almost 15,000 times over the year—by both brand marketers looking for exceptional agencies and agencies seeking experienced partners to work with. The information on the agencies is featured both online in a searchable directory as well as in an annual print and digital report published in the fall. Featured agencies can increase their visibility both online and in the annual AgencyNext report via links, featured case studies, and advertising.
S P O N S O R E D C O N T E N T
C A S E S T U D I E S O F D I S T I N C T I O N
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TOPShops
B2B
The ChallengeAs a provider of information availability through managed IT, cloud and recovery services, SunGard Availability Services knows that their customers take data availability seriously. So seriously, in fact, that they probably worry about data security long after they’ve left the office. Using this insight, SunGard’s marketing team wanted to drive awareness of three main practice areas:
• Disaster Recovery Services • Cloud Computing • Business Continuity Software
To do this, SunGard needed a campaign that would cast a wide net and drive users into deeper-level content to demonstrate measurable engagement. More importantly, to stand out in a highly competitive space, they needed a campaign that would get people’s attention and deliver a memorable experience.
The ApproachTo reach the IT director audience in a more personal and engaging way, Bulldog asked: How can an IT professional use what they know about data security and business resiliency to survive real-life situations outside the workplace? Having seen great success with a zombie-themed campaign employing a similar but much less realistic metaphor, Bulldog blew the survival theme up starting with “Holiday Resiliency”.
A series of videos were created, each including a specific lesson for managing the potential stresses of the holidays. The IT professional hero character is able to steer clear of obstacles at home due to the savvy preparedness and risk-avoidance he’d developed in his IT career. The videos wrap up with integrated calls to action offering relevant (but more serious) content to the viewers.
Results“Holiday Resiliency” delivered real busi¬ness results. The integrated calls-to-action in the videos resulted in over 3,000 leads in a two-week run, 14% of which generated sales opportunities. Content engagement was over 100% higher than average and reached a previously unengaged audience within SunGard AS’ target market, with more than 73% of campaign activity coming from first-time responders.
The campaign won a “Killer Content Award” at DemandGen Report’s 2014 Content2Conversion Conference. The Killer Content Awards recognize stand-out achievements in the design and execution of content marketing programs. It also won three ACE awards from the Business Marketing Association.
The SequelOverall, the campaign was so successful that SunGard AS and Bulldog brought the theme back with “IT Survivalist”, which brought the IT pro hero into the great outdoors and offered lessons for surviving in the wild. The campaign included a slew of new original content:
• Three new survival videos for each business unit • A graphic guide focused on business resil iency, tit led “Business Continuity Survival Checklist” • A guide focused on disaster recovery planning, titled “The Survivalist’s Guide to Business Technology Resiliency: Essential Tips for Taming Wild Environments” • An infographic dedicated to cloud computing and migration strategy, titled “Into the Wild: Navigating the Landscape of Cloud Migration”
In addition to these content offerings, our team also created a portal where IT leaders could create a personalized, wilderness hero poster of themselves to show how SunGard’s support would help them thrive in any environment. This playful experience offered users a sharable takeaway that helped further spread the word about SunGard’s services.
The LessonBtoB can’t afford to be boring.
About Bulldog SolutionsBulldog is a BtoB marketing agency. We unleash brilliant ideas and technologies – connecting brands with their customers. Digital disruption has created a chaotic marketing landscape. We help you capitalize on that chaos.
HOLIDAY RESILIENCY
Erin Riggseriggs@bulldogsolutions.com512.628.1794www.bulldogsolutions.com
S P O N S O R E D C O N T E N T
C A S E S T U D I E S O F D I S T I N C T I O N
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TOPPROMO
Shops
CONTACT INFO
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Problem: Western Union depends on the energy created by their retail relationships. Their valuable brand needed a spark, a way to excite, to stand out, to break through the clutter and inject life into their message of moving money conveniently, reliably and affordably.Strategy: Don’t just excite retailers; blow their minds with a first of its kind partnership between Western Union and a giant movie release. Use the diverse audience’s love of entertainment and movies to boost Western Union visibility and retail traffic like never before.
Idea: And the winner is.. Western Union and Rio 2! “Celebration Is In The Air” energized retail locations throughout the country, connecting Western Union with the release of RIO 2. The partnership enabled Wes te r n Un ion to create paral le l and e lec t r ic messages f rom the mov i e – celebration, adventure, connectedness and support for loved ones; these are the themes that popped us ing
print, POS, TV, out-of-home and social media. MarketingLab led creative energy and development of vibrant, successful POS and quarterly campaigns for key retailers. Unique DVD offers, an online game, lots of social media buzz and the incredible marketing weight that goes with any big picture release, all worked together to give Western Union and its retailers blockbuster visibility.
Award Winning: The work created for the Western Union/RIO 2 marketing partnership got more than audience attention. It got noticed by peers, winning a National Reggie Award.
Targeted 20,000 Retail Locations:• Increased agent compliance by 30%• Generated 1,875,000,000 impressions over 4 weeks
Email Campaigns:• Rio 2 drove family connection and traffic to retail through improved open and click through rates – just in time for Mother’s Day!
“Match For Blu” Instant Win Game:
295K visits increased My WU member enrollment. Video completion rates and mobile display performance were above benchmarks.
“By quickly establishing themselves and applying their Shopper Marketing expertise, MarketingLab allowed us to refine our in-store creative strategies and executions and further our relationships with key retailers. Additionally, MarketingLab’s ability and willingness to collaborate with our agency partners has helped create a positive and collaborative working relationship with our other agency partners.” –Shopper Marketing Team at Western Union
WESTERN UNION / RIO 2
Mark [email protected]://marketinglab.com/
MARKETING PARTNERSHIP
TOPPROMO
Shops
2016 MEDIA KIT 8
Digital EPROMOTIONS Our list, your creative. Your message is delivered without clutter to 30,000 marketers from Chief Marketer on behalf of your company. An ideal way to drive event registrations or information downloads. Excellent for promoting new products and services. Each solo epromotion is sent to 30,000 engaged readers.
AMPLIFY | EMAIL + SOCIAL This program adds social punch and AMPlifies your results beyond an epromotion. It’s content marketing with interactive polling and social sharing. The end result for you is expanded reach, increased leads and engagement with prospects. You also get a dashboard with all the key metrics including impact of the added social media on your results.
MARKETING IQ | INTERACTIVE QUIZ Sponsor a short 6-10 multiple choice quiz on a specific topic or issue facing marketers. Entertain marketers—while educating, branding your company and generating leads. The quiz is promoted on the Chief Marketer home page, as well as through enewsletters and an email promotion.
CO-OP FEATURED CONTENT Co-op Featured White Paper program can economically deliver your white paper to 30,000 subscribers each week. We host and collect the registrations for you. Our Co-ops are sent to 30,000 engaged readers.
ePromotions Amplify Marketing IQ / Interactive Quiz Co-op Featured Content
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Content Marketing & SponsorshipWEBINARS Our sponsor-involved thought leadership webinars offer live educational programming to our audience with the ability to reach 100,000+ marketing professionals. Our sponsor gains broad exposure as a thought leader and generates leads. Up to one hour in length, Chief Marketer webinars offer our audience and speakers real-time interaction through live polling, Q&A and social media, setting the stage for an engaging and enlightening program. As a participating sponsor, you can help shape the topic (subject to approval) and have a member of your team included as a program speaker.
EDITORIAL SPECIAL REPORT & RESEARCH SPONSORSHIPS
Sponsorships offer you the chance to align your brand with relevant, quality content. Content is gated for download, so you receive quality leads as part of your sponsorship. A full editorial calendar is available. Our content is tailored to the key topics and tactics of most interest to consumer marketers and business-to-business marketers, and also covers the marketing technology that powers their campaigns, analytics and metrics. Our reports are sent to 55,000 of our most active readers.
PISCES | PREMIUM INTEGRATED SPONSORED CONTENT | NATIVE ADVERTISING
Distribute your content to our website in a hyper-targeted way and create high impact with our audience. Increase brand awareness, maximize exposure, and generate leads. Making your content work harder for you has never been so easy. Here’s what you get:
• Your content in our nav bar and search results
• A corporate profile with your latest company news and social updates hosted in the Pisces community
• Leads with gated content
• A dashboard tracking views and interactions with content
• Easy export to your CRM system to follow up with your leads in real time
• Ability to update content 24/7, manage leads and review analytics
SHOPTALK | VIDEOLooking for unique way to offer engaging content that humanizes your brand and showcases your senior level talent? ShopTalk | Video offers a turnkey video content marketing solution that gives your senior executives the starring role in a video interview with Chief Marketer. The interview will revolve around a topic—trends, opinions, best practices, future outlook and/ or vision—showcasing thought leadership and providing guidance to the marketing community. The video will be made available to the Chief Marketer audience on-demand and promoted via email, social, enewsletters and web—with an opportunity to add a lead generation component by offering downloadable gated companion reports on the video landing page. With ShopTalk | Video you get unmatched value by leveraging our brand, turnkey production and marketing.
Data Optimization | 1
MARKETING TECHNOLOGY
Special Report
Marketing Technology Special Report
Key Must-Haves for Data OptimizationTech and tools to maximize customer intel and conversion
There are many elements to a successful marketing campaign. But if you don’t have the right data—and the right tools to use that valuable information to target your audience with appropriate messaging and content—
you will fail. “Marketing has always had to drive insight from
data, but today it is essential to create the best cus-tomer experience and create the most effective mar-keting strategies to drive revenue,” says Andrea Ward, vice president, Oracle Marketing Cloud. “We’ve all heard that ‘big data solves it all,’ but if the data is incomplete or fragmented, it can lead a marketer to the wrong deci-sion.”
“Despite the inevitable burnout now following the hype, more than half of enterprises believe their investment in big data over the next three years will outstrip past investment in information man-agement,” Cesar Brea, founding partner, Force Five Partners, wrote recently in an article for Chief Mar-keter.
Tools can help marketers craft a cohesive profile of their custom-ers and prospects, Ward notes. “Data optimization solutions help marketers manage first, second and third-party data so that it is actionable, and kept up-to-date. Without this level of quality of
data, marketers will struggle to engage customers, optimize the experience or demonstrate how their activities impact the bottom line.”
Continued on page 2
“IF DATA IS INCOMPLETE OR FRAGMENTED, IT CAN LEAD A MARKETER TO THE WRONG DECISION.”
— ANDREA WARD, ORACLE MARKETING CLOUD
5 EnewslettersWEEKLY
circ. 35,000
circ. 25,000
BI-WEEKLY
circ. 25,000
circ. 25,000
circ. 35,000
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Ad Placements in Our Digital and Print Publications Ads in print and digital content are not only affordable but effective. These reports have long shelf lives and readers refer to them over and over throughout the year.
Quarterly Strategic Guides and our small space opportunity in our Toolbox section will reach 50,000 marketing professionals. These readers cover all key vertical markets and job functions.
Chief Marketer publishes five Enewsletter titles in which you can place your message—each focused on a different component of marketing. A great way to promote time-sensitive events and promotions, as well as build your brand.
DIRECTORS & MANAGERS Chief Marketer is a go-to resource for information for these marketing warriors with events, resource
directory, and how-to, case studies, tips and resources for measurably improving
campaign results, lead generation, channel optimization
and conversion.
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Medium Rectangle/BoomBox Ad Unit (300 x 250) Located to the right above the fold, run of site
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Introstitial Ad Unit (640 x 480) Your company ad will appear before a visitor can enter the Chief Marketer website. This ad unit captures the visitor’s browser for display then redirects to the requested site page after 15 seconds.
MARKETING SERVICES DIRECTORY Be found when marketers are ready to buy. The Chief Marketer Marketing Services Directory gives marketers easy access to all the leading products, technologies and services available. Our Gold Package provides ongoing exposure for your content marketing efforts. A great way to differentiate yourself from others in the field and generate interest and inquiries.
We’ll Direct Traffic to Your Website Advertise on the Chief Marketer website, www.chiefmarketer.com, to build awareness, drive traffic and generate leads. Marketing professionals go to www.chiefmarketer.com to find solutions to their marketing challenges.
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Custom SolutionsAfter understanding your business objectives and challenges, our sales and marketing team can create a custom program for you that gets results.
CUSTOM CONTENT CREATION Whether you’re looking to create white papers, microsites, special supplements, webinars, great sales collateral, educational materials, an enewsletter—or even your own print or digital publication—our experienced staff of industry savvy content experts and graphics specialists can help you develop professional sales and marketing materials.
CUSTOM RESEARCH AND REPORTING
Chief Marketer and Access Intelligence Research & Consulting Group can customize a study designed to address your specific objectives and needs—and develop a research methodology designed to turn data into insights. We leverage our trusted brands, industry leading data and market expertise to provide clients with insights that improve their business performance. Some of our clients include Gartner Group, George P. Johnson, Microsoft, Mosaic Experiential Marketing, Neustar, Ogilvy and UPS.
Contact UsCall or Email your Account Manager about putting together a powerful integrated campaign for maximum impact and measurable results.
GROUP PUBLISHER The Chief Marketer Network Leslie Bacon [email protected] 203.899.8445
DIRECTOR, BUSINESS DEVELOPMENT SALES & MARKETING EXECUTIVE Elizabeth O’Connor William Camaraza [email protected] [email protected] 203.899.8494 954.389.1442
SALES & MARKETING EXECUTIVE SPECIAL PROJECTS SALES EXECUTIVE Candice Hadley Cynthia Foristel [email protected] [email protected] 630.554.8989 203.899.8482
EVENT SALES REPRESENTATIVE Joseph Pontonio [email protected] 203.899.8463