Precision Marketing: Maximizing Revenue Through Relevance

As business marketers, the pressure to engage and retain valuable customers in a challenging economy while communication channels are exploding presents a daunting dilemma. The cacophony of marketing messages has risen to a deafening level with the advent of a multitude of new online marketing channels -- social media, mobile, email, blogs - adding to the already crowded world of offline marketing - direct mail, print advertising, TV, radio.  
 
In response, consumers are voting with their dollars and their attention.  Many consumers have made it clear that it's all about relevant, targeted messaging, rather than about the medium. The era of mass messaging with irrelevant, cookie-cutter content is clearly over.  
 
Precision Marketing helps break down the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Case studies from companies such as Fiat, Amazon, Tesco, ING and others show how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.
 

Sandra Zoratti is Vice President, Marketing, Ricoh and manages a business created from former IBM and Ricoh companies located in Boulder, Colorado. Sandra built and launched the Precision Marketing practice from the ground up and is recognized as a thought leader in the area of Precision Marketing.

Currently, Sandra is driving Ricoh's co-branded initiatives with the Chief Marketing Officer Council to help senior marketers around the world optimize customer engagement through the adoption of precision marketing practices. 

Sandra gained global marketing experience at IBM in the highly successful design and launch of the "Express" portfolio of offerings developed specifically for small and medium businesses (SMB). In this position, Sandra worked across all IBM brands and businesses charting IBM's formal entry into SMB markets. Her best practices approach has been adopted by several large corporations.

Sandra serves on several national and international boards and is a published author and frequent speaker.

Lee Gallagher is Director, Precision Marketing Solutions across Ricoh's multiple business lines. Lee's integrated marketing approach cuts through the cacophony of marketing messaging to deliver rock solid ROI. His efforts have placed him as a leader in strategy and design to some of the world's most highly respected brands.

Lee is frequently known to say, "The difficult is easy but it's the impossible that takes me three days" as he shares and leverages his past 18 years with IBM to influence his marketing efforts at InfoPrint. At IBM, his unwavering commitment and passion led him to win every sales award that available, including the coveted Lou Gerstner Award. In reviewing his career Lee strongly believes the key to his success is and will continue to be, his drive to deliver relevant solutions and targeted, yet measured marketing to his customers.

Most recently his work has been discussed in the Wall Street Journal, PBS, Business Week, and MSNBC.