image

Issue: November/December 2008

DMA B2B Data Workshop

Profiting from data in B2B marketing Delivering the right message to the right person at the right time.

'Less stick, more carrot' was the title of a Lorien Unique seminar that was presented at the DMA B2B Data Workshop in November.

Organised by the Direct Marketing Association, this one-day workshop took place at the Radisson Edwardian Kenilworth Hotel and was developed to help organisations profit from data in B2B marketing.

The Lorien Unique presentation was delivered by Chris James, Client Services Director and focused on:

  • how to send the right message, to the right person, at the right time and via the right channel
  • the rewards – increased response rates, exciting direct marketing campaigns and improved job satisfaction
  • three real life case studies that demonstrate some of the things you can do with great data from a direct marketing perspective.

Most of the presentations throughout the day were heavily based around theory whereas Chris’ presentation looked at the incentives of having good data and how to profit from it, hence the title.

During the presentation, Chris talked about his ‘Dinner Party Guest Test’ to quickly and easily understand if data is being used intelligently and profitably before moving on to campaigns for The International Direct Marketing Fair, Reed Business Information and Lorien Unique Automotive.

Attending delegates included Marketing Managers and Directors from organisations including Research in Motion, MicroStrategy, Ticketmaster, and HSA Healthcare.  

Other participating speakers included

  • Gary Kemp, Manager Director, Connection2
  • Richard Gibson, Commercial Director, RSA Direct
  • Kathy Hunter, Vice President – Global Data Solutions, Harte-Hanks
  • Zina Manda, Director, Mardev
  • Iain Lovatt, Managing Director, Blue Sheep
  • Alex Helbig, Client Services Director, Connection2
  • Anne McCaffrey, Account Director, id Data Management
  • Tim Drye, Managing Director, DataTalk

To view the full presentation, please click here.

To view the full seminar programme, please click here.

If you are you interested in attending one of our own ‘dynamic content marketing’ workshops, then please email chris.mott@lorienunique.com

For more information about how Lorien Unique can help you and your business, please contact Antonia Fielding, Senior Account Manager at:

Tel: +44 (0)1753 768489
Mobile: +44 (0)7595 400871
Email: antonia.fielding@lorienunique.com

Alternatively, click here and complete our 'Find out for yourself' enquiry form and we will contact you.