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The How and Why of Marketing ROI

When Leapfrog Marketing Institute's CMO Benchmark Survey showed that 93% of CMOs were under pressure to deliver measurable return on investment, I wasn't necessarily surprised. I was sympathetic though.

Sure, on its face, it’s not shocking that an enterprise is on the hook to show ROIs across departments, but it is markedly more difficult for marketers to show returns than sales or IT.

However, that vast number - over nine in ten marketers who are expected to deliver measurable ROI - offers a glimpse into a struggle we can all recognize when we attempt to quantify results: internal silos, limited expertise with technological solutions, and skeptical executives who are looking for the quick fix.

The pressure to present results is maddening, but what complicates matters is the fact that so few companies even have the ability or data to deliver those results. If you're expected to show return on investment but you're faced with those silos, a lack of technology and impatient executives, you're left spinning plates and crossing your fingers.

No matter the industry, preference management not only paves the way for a modern omnichannel approach, but it also forces silos to break down and provides quantifiable data. Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication is an initiative that can be rolled out slowly, allowing early stages to prove the ROI before expanding to additional touchpoints.

Because preference management is built from consumer opt-ins, the initial data is already positive – indicating which customers are ready to start a conversation with your brand. Moreover, additional data will continue to enhance the relationship by establishing preferences stated by the consumer himself.

So sure, proving marketing ROI is difficult when you have few tools, but so is breaking down silos and impressing both executives and customers. No need to cross your fingers with preference management - the how is step-by-step and the why is ROI.





About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Implementation of Preference Management: Expanding to Multiple Touchpoints

Preference Management Video Series

Once you've rolled out preference management within your company and demonstrated the value of the program, the next move is to expand to additional touchpoints. After all, the goal of preference management is to capture consumer information from places like call centers, social media and mobile devices, email and online, in order to fully react to the preferences of consumers among varying interaction levels. Collecting preferences along a spectrum of prospect and customer interactions will ensure you have a full scope of the customer and their journey.

In this video, Robert Galop talks with Elliott Brown, a strategist, and Laura Deemer, from client services, about meeting customers and business partners where they are with a consistent brand. The touchpoints you should consider range from acquisition marketing to prospects, customer support, the company’s website services and functions, ongoing account services, in-store and point-of-sale, in addition to continually emerging channels. See if they touch on opportunities that you should investigate for additional ways you can apply preference management.





In the following weeks, we’ll continue to roll out videos to guide you through the implementation of preference management. If you haven’t yet explored our Resource Center, you can download the Implementation of Preference Management whitepaper here.




Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

It’s Not Rocket Science

Data, that's what. It's not rocket science, is it? We know how important data is to react to our customers and engage them in the conversations they want to be having.  So when Teradata surveyed 1,500 global marketing and communications executives, they found an overwhelming response to what their priorities were for 2015. What did 92% of marketers agree they were prioritizing? Individualized marketing - going beyond demographic segments and focusing on one-to-one interactions.



Yet ask the same folks what the most underutilized asset in their organization is and they say it's data. Eighty-seven percent of the same marketers believe data is the most underutilized asset in their company. To have data within reach, admit it's your greatest priority, but not know what to do with it? That's no way to delve into the goal of customized, individualized marketing.


We can take away some additional clues on the state of internal priorities from the same report: Findings indicate that the biggest obstacles for organizations in "preventing marketing from becoming more data-driven" were security concerns, lack of data in certain departments, and inadequate CRM databases. We've seen all this before, and we recognize those struggles. Both compliance and data synthesis between silos are overwhelming tasks, and when you're up against both simultaneously it's doubly so. Expertise in one area doesn't necessarily translate to the other, but a single solution, like preference management, can answer many of those needs.



Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication is a solution that addresses both security concerns and communications between silos. Getting a bigger, better, and secure view of your consumers is the best way to make sure that individualized marketing is a goal within reach.



Next time you consider your company's goals, make sure you can say individualized marketing is not only a priority, but something you're well on your way to accomplishing - despite the internal barriers other organizations still face.



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Tips for Innovating with Integrated Messaging and Experiences to Engage Customers


Michaels and Sally's are taking omnichannel to new levels through interconnected campaigns that blend and blur the lines between media boundaries to achieve a united 360-degree presentation of messages and experiences to consumers.

The key to mastering an interconnected media, messaging and experience strategy is to:
  1. Be in your consumers' preferred media spaces and offer avenues for cross media interaction.
  2. Use various forms of media united together in a cohesive communication strategy to reinforce your messages and experiences consistently, supportively and seamlessly
  3. In developing campaigns, have a clear path that guides and entices consumers to take your brand journey across channels.

Here are two examples of integrated messaging and experience innovation:

Michaels Arts & Crafts Wants "Makers"

Specialty retailer, Michaels Arts & Crafts, is creating a sense of community that guides consumers effortlessly between its bricks and mortar and digital spaces within one comprehensive marketing umbrella.

Their all-encompassing marketing program, "Michaels Makers" seamlessly integrates Online and In-Store classes, summit events, and blogger outreach programs. Additionally, they use a combination of web and social to actively involve their audience in monthly online craft challenges. Crafters can also post their own projects on social media using #MadeWithMichaels for a chance to be featured on Michaels' social channels.

Discussing their most recent "Makers" summit, Steve Carlotti, Michaels Executive Vice President Marketing states that "Our Michaels Makers Summit was the largest-ever craft retailer event of its kind…In our increasingly digital world, bringing these makers together face to face was powerful - we came here as individuals, but we left as a creative community."

In their most recent earnings report, Chuck Rubin, Chairman and CEO reported:

"In marketing we continued our efforts to balance our mass and personalized marketing messaging… In the last 12 months alone we have expanded our email database by more than 10%…. In March, we had our first Springtime in Paris event. We used all of our different marketing channels … we had a dedicated website for the event that received almost 400,000 visits. Customers also shared [via] Facebook, Pinterest, Twitter, and email. And in store we had classes…. our customers [had the] ability to [create their own art and] send us a picture to enter a drawing for a free trip to Paris. Over 11,000 entries were submitted for the contest."

Sally's Is Getting Viewers Involved in its New "Project"

Sally Beauty Supply is so excited by its new association with TV show, Project Runway, that it decided to take its customers along for all the backstage fashion glitz and glamour. The company is cultivating a community with an interconnected marketing campaign that directly ties in both the looks created on the show as well as some behind the scenes "dish".

Via the newly launched interconnected marketing campaign, consumers are sent email messages that reference the most recent hair and makeup looks along with the actual products used and the step by step guidance to achieve looks at home.

The campaign includes email messaging, a large mix of social media, YouTube videos, plus a dedicated section of their website. Consumers can additionally enter online or in store to win the "Runway Your Way” sweepstakes for a trip to New York City to see the show’s finale.

Currently Sally’s has 416,000 Facebook likes, 53,000 Twitter followers.

TakeAways

  1. An interconnected media strategy must include a fully rounded media mix that reflects the avenues your customers prefer. Understand where and how your customers are spending their time and then develop strategies for cross-linking action points to move them on a predicted path.
  2. If your interconnected campaign does not offer points of value, consumers will not participate. Develop meaningful ways to connect with your consumers through education; tips; "in-the-know" background info they can't get elsewhere; videos; social interaction; web involvement, etc.
  3. Encourage the feeling of community and value in your interconnected media campaign. When consumers feel that they are a part of a "movement" they are more inclined to want to participate and be a part of a true "event."

Omnichannel is a proven strategy, but now is the time to take it to the next level with an integrated mix of media, messaging and experiences.



About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/

ICYMI: Preferences, Privacy and Personalization in the News

Barbie Wants to Get to Know Your Child

Mattel teamed up with ToyTalk, a company that specializes in artificial intelligence, to launch a new version of their classic doll, called Hello Barbie. This version of Barbie uses a WiFi connection to transit speech for analysis and then uses software to allow Barbie to converse with kids. The doll is able to remember answers to particular questions and "learn" things for use in future conversation, like family members and favorite school subjects. Click here to read more.

Spotify is getting unbelievably good at picking music - here's an inside look at how

Every member of Spotify's music app wake up on Mondays to personalized playlists called "Discover Weekly." The mix of songs is thanks to help from The Echo Nest, a music intelligence company created within the MIT Media Lab. Using The Echo Nest, Spotify was able to create "taste profiles" of listeners and build algorithms around frequently played songs - leading to insight on curated lists for individuals. Click here to read more.

We're on the Brink of a Revolution in Crazy-Smart Digital Assistants

A deep dive into the growing capability of voice-based artificial-intelligence capabilities. The growing need for ways to interact with devices that don't necessarily have screens has led to an expansion of conversational technology and interfaces-leading to apps that can handle rapid-fire, complex questions and commands and even learn your personality and preferences. Click here to read more.

Cortana now shows you coupons in Microsoft Edge

A pilot program launched within the new Edge browser allows Microsoft's digital assistant, Cortana, to show coupons to users when they visit retail sites. The Windows 10 tools also allow Cortana to provide directions to restaurants and perform searches for more information when prompted. Click here to read more.

The change agent inside CVS

Helena Foulkes, President of CVS/pharmacy, was handpicked by a former CEO to create the CVS loyalty program, ExtraCare, from scratch, which became a landmark program for personalized offers and acts as a deep mine for customer shopping data. Under Foulkes, the pharmacy chain has re-marketed itself as a health-oriented company, and much of its partnerships are orchestrated to build long-term customer loyalty based on healthcare needs. Click here to read more.



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

How Well Do You Really Know Your Customers?



By now, we all know how important it is to have a unified, holistic view of our customers. Whether you work with consumers or other businesses, the idea of collecting customer information in one place to provide personalized customer experiences is at the core of most marketers' customer engagement strategies.

A recent study from Econsultancy and IBM reported that 81 percent of marketers believed their organization had "a view of individuals and segments across interactions and channels." However, the customers disagree.

While most brands think that they know and understand their customers, only 37 percent of consumers believe that their favorite retailers actually understand them. Consumers choose to return to these retailers, constantly providing them with valuable data including things like purchase history, communication preferences, and online shopping habits, but they still feel like retailers don't understand who they are or what they need.

This disconnect between the understanding marketers have of their consumers and what the consumers actually want shows the urgent need for marketers to take action on the information they collect. But what does this disconnect mean? Do marketers truly not understand their customers? Or do consumers overestimate what retailers are capable of? Perhaps it's both.

Using preference management, which is the active management, maintenance, and distribution of unique consumer characteristics, retailers can address this issue at both ends.


On one hand, using preference management to collect consumer preferences can help marketers and the brands they represent create the more personalized buyer experience that their customers want. Giving consumers control over the conversation will also help marketers reassure their customers that their favorite brand is committed to gaining a better idea of what their customers want and need.

On the other end of the spectrum, preference management, when used correctly, can help retailers subtly show their customers a better idea of what level of consumer understanding they should realistically expect brands to have. One way they can do this is by letting their customers know during the collection process how they will use the gathered information.

So, how well do you really know your customers? Leverage the data your loyal customers are already giving you to create the personal experience they want and they’ll keep coming back for more.






Rob Tate
As Vice President of Sales, Rob is responsible for growing the client base and market share and helping his sales team achieve their goals. He also develops partnership opportunities and industry relationships. Rob focuses on generating consistent results, utilizing sales and opportunity management tools and implementing best-of-class sales methodologies all of which have enabled him to build a scalable sales organization. He continually studies how metrics, leadership, culture, and innovation drive business value in the SaaS and marketing automation fields.

Implementation of Preference Management: Targeted Introduction

Preference Management Video Series

In the long run, preference management can and should be used throughout your company's interactions with every customer and on all touchpoints. But when you're starting out, you'll want a cautious approach as you unroll the preference management system. This allows momentum to build while the value of the program is proven.

Rob Tate, VP of Sales, has three simple proposals for unrolling preference management within your brand. First, offering opt-down functionality in email marketing prevents an atomic opt-out and helps focus marketing efforts. The second, slightly more advanced, is to install a website preference center where customers can be empowered to share their preferred topics of interest, delivery channels and frequency of communication. Lastly, expanding to a secondary channel by leveraging the contact center’s service and support calls.

Watch the video to hear Rob talk about this process as well as a success story from a client that represented over 200,000 opt-out saves by an enterprise's initial preference management initiative.





In the following weeks, we'll continue to roll out videos to guide you through the implementation of preference management. If you haven't yet explored our Resource Center, you can download the Implementation of Preference Management whitepaper here.




Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

How IBM, Similac And Other Marketers Think Beyond The FAQ When It Comes To Customer Support

Recently, the annual list of companies with the worst customer service came out and it got me thinking. It's time that marketers seized the opportunity of "helpfulness" and use its value at every stage of the purchase journey, from prospect to long-term, raving fan. All too often, helpfulness is dismissed as a throwaway, when it can be transformed into your most valuable engagement strategy.

According to Forrester, good customer service is all about being anticipatory, helpful and responsive using predictive analytics and cognitive engagement.

Customers want effortless interactions over web and mobile self-service channels as well as via new channels such as video chat.

Proactive engagement for pre-purchase consumers answers the questions that drive the pre-purchase journey. Learnings can then be used improve operational performance and to predict future customer behavior.

Post-purchase satisfaction is dependent upon preemptive service that offers faster resolution at lower costs, with deeply personalized engagement, better planning and anticipation of future customer needs.


Similac Offers Help Now For Goodwill On Purchases Later

It may seem counterintuitive to offer breastfeeding help when you are a baby-formula company, but Similac knows that information means goodwill. And goodwill breeds legions of devoted customers.

The company offers a wide array of online help as well as communities on its website that range from "My Pregnancy" to "My Baby" to "Feeding Expert." This demonstrates that the company is offering help quite literally at every stage of a new mom's and new baby's lifecycle.

The company took on the controversy of breastfeeding in a TV commercial campaign called "The Sisterhood of Motherhood." "We make formula, and parents who use our products are often judged for how they parent and the decisions that they make," said Misha Pardubicka-Jenkins, director of Pediatric Nutrition at Abbott. "So we're putting a stake in the ground and we want everybody to support one another in the spirit of acceptance. All moms want to feel empowered in the decisions they make and feel supported by everyone."

The feedback since the video went up has been "very positive," with more than eight million views onYouTube. Additionally, Similac ranks in top spots on the 2015 list of leading baby formula brands in the U.S.


IBM Gives Business What It Needs To Succeed

In a b-to-b environment, IBM has taken not only the necessary steps to understand the industries it supports with products and services that help businesses perform at a higher level, but they have also gone one step beyond to offer helpful research and studies on topics that are important to those industries.

Regarding the use of Instagram for b-to-b engagement, Katie Keating, social content & engagement strategist at IBM, commented, "We prioritized engagement over number of followers. This put the IBM account way ahead of larger b-to-b companies [that] are well-known for their social media prowess… [We] curate content that is intriguing to our audiences, that maybe teaches them something simple but useful, and builds trust among our followers…. We don't want to speak into a void but to an engaged, interested audience, so listening and gathering feedback is a critical first step before we publish anything… give access and meaning to your brand. Don’t try to promote, sell, drive clicks … You will drive engagement and preference for your brand by being real and staying true to the platform."

IBM is one of the top Instagram accounts named as No. 1 by the simply measured "Retail Brand Social Media Report," with 9,265 followers and an engagement rate of 4.04%, (versus the average engagement rate for the top retail brands of 4%).


TakeAways:

  1. Marketers need to stop thinking of support as a list of stale FAQs. Being truly supportive means being relevant and helpful at every step, addressing everything from pre-purchase questions to post-purchase issue resolution.
  2. Develop value-based content and resources outside of sales-driven messaging that demonstrates authentic understanding and concern for your customers.
  3. Create resource centers that are accessible on multiple media, address the needs of a variety of consumers and where they are in their life stages, careers and their dealings with your company.

    Marketers need to position themselves as invaluable resources for "helpfulness" to customers throughout every step of the purchase and post purchase journey. Now is the time revisit support strategies to transform them into powerful engagement vehicles.





About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/

Walk the Walk on Customer Centricity


It's tough to be an ambitious marketer when the full customer experience you want to create depends so greatly on factors often out of your control. Seventy-three percent of respondents to a survey by Chief Marketing Officer Council and SAP say that customer centric business practices are one of the top factors in any company's success - yet that same group admitted it was easier said than done. While the internal goal is clear, the outward image doesn't reflect the move toward customer centricity. Of those surveyed, 86 percent of respondents didn't agree that "customer centricity is a hallmark of their company."

Sure, marketers know that synchronizing the facets of a customer's experience pre- and post-sale is one of the best ways to convert a first-time or occasional customer into a loyal, evangelizing fan. That positive customer experience can translate to exponential success for your business. But if the rest of your company isn't on the same page, customer centricity can get lost in a grab bag of priorities.

One way to re-orient the culture of a company is to ensure you have the tools to do so. A failure identified by respondents was that the technology and ability to leverage customer data was lacking. Less than 20 percent of respondents thought their technology platforms could deliver on marketing promises, and only 10 percent of companies were "highly confident in their ability to leverage data." That state of affairs does little to craft a customer centric experience.

Well-meaning marketers can hire talent, establish processes and talk priorities, but without functional tools to harness the wealth of information in the customer's experience, you're treading water. In addition to (and often prior to) marketing automation solutions, more and more CMOs are implementing SaaS-based preference management platforms designed to deliver on campaign promises.

Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication, empowers a company to honor a customer's wishes and refine their communications accordingly. In doing so, the reduce opt-outs and boost marketing ROI.

Get beyond saying and start doing by offering your company a solution to the challenges it faces. Customer centricity is a goal that's absolutely within reach once you can automate data and re-orient priorities.





Rob Tate
As Vice President of Sales, Rob is responsible for growing the client base and market share and helping his sales team achieve their goals. He also develops partnership opportunities and industry relationships. Rob focuses on generating consistent results, utilizing sales and opportunity management tools and implementing best-of-class sales methodologies all of which have enabled him to build a scalable sales organization. He continually studies how metrics, leadership, culture, and innovation drive business value in the SaaS and marketing automation fields.

ICYMI: Preferences, Privacy and Personalization in the News


This dental insurer knows exactly how often you brush your teeth

Connected toothbrushes distributed by Beam Technologies can report brushing data to a dental insurance plan, one of their new offerings. The plans will aim to lower the overall cost of insuring customers. So far consumers have embraced the providing data to be rewarded for healthy habits. Click here to read more.

Gmail will now automatically add Google Calendar events for emails with flight, hotel, restaurant, or ticket info

Gmail users who receive emails related to scheduled events will save a step in planning when the item is added to Google Calendar. Details like flight numbers and check-in times will be gathered from the message as well. "Events for Gmail" will be launched by default, though it can be disabled or individual events deleted. Click here to read more.

Ashley Madison hit with $500 million in lawsuits

Multiple lawsuits representing Jane and John Does are competing for class-action status. The suits allege that the Ashley Madison website and its parent company are in breach of contract for negligent data protection and violating privacy laws. In addition to leaked user profile data, the hackers provided internal documents suggesting that the companies knew of the insecurities. Click here to read more.

Verizon's Hum could boost connected car market

Drivers have a new option for connected cars - Hum, by Verizon, can give owners information about their car's health and request emergency assistance. Competitors offer different data connections, or services like coaching teen drivers, but the additional entrant to the industry may raise the profile of the devices themselves. Click here to read more.

Google Partners with Privacy-Centric Smartphone Maker

In a post-Snowden world, Silent Circle, a Geneva-based company that builds privacy-centric phones, has leveraged their technology and products to net a Google partnership. The phone encrypts calls, texts and data, and the next iteration will come with Google's Android for Work software. Click here to read more.



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Help for Healthcare



A top health insurance company recently selected PossibleNOW as a partner for enterprise preference management, signifying our expertise in a fast-paced and dynamic healthcare market that also requires strict privacy regulations. The enterprise-wide preference management system will integrate on multiple member touchpoints for its 13 million customers and agent-facing systems.

Years ago the company attempted to build and maintain an in-house preference management system, but the insurance provider struggled over the years. We've seen that many times with brands that face build-or-buy dilemmas and eventually find that in-house systems don't quite make the cut. The PossibleNOW engagement will create a functional, enterprise-capable solution that will integrate into multiple touchpoints including corporate websites, agent-facing systems, internal systems, third party message fulfillment systems and mobile devices.

Healthcare companies face particular challenges beyond modern communications and complex populations: "To maintain leadership in the quickly evolving marketplace, healthcare companies must ensure their marketing efforts provide customer-centric service with multi-channel communications while protecting consumer privacy," says Scott Frey, President and CEO of PossibleNOW. "It's vital for companies to collect express consent and to personalize messaging utilizing leading edge technology to manage complex challenges associated with messaging to large populations. PossibleNOW continues to add healthcare clients due to our expertise in this dynamic vertical market."

Compliance and complexity maintains a driving force behind the services we offer, and our consistent selection by healthcare companies to implement preference management solutions is welcome recognition.



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

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