Day one of the MarketingSherpa Email Summit 2012 opened with Sergio Balegno, Director of Research, MECLABS, and Dr. Flint McGlaughlin, CEO and Managing Director, MECLABS, the parent company of MarketingExperiments, with an emphasis that this is a research-based event driven by the 2012 Email Marketing Benchmark Report, featuring W. Jeffrey Rice, Senior Research Analyst, as the lead author.
The afternoon kicked off with two sets of breakout sessions featuring both direct sale and complex sale tracks.
I was able to catch a complex sale presentation, “Mobile Marketing Panel: Integrating mobile campaigns for the complex sale.”
The panel was moderated by Meghan Lockwood, Research Analyst, MECLABS, and featured these presenters:
- Josh Herman, VP of Product Strategy, Acxiom Corporation
- Kate Williams, Independent Consultant, currently consulting for T-Mobile
- R.J. Talyor, Director of Product Marketing, ExactTarget
- Nick Fuller, Director of Strategy and Analytics, eDialog
Attendees were presented with a few data points to set the stage:
All four panelists provided the audience with case studies. I will highlight one of those here.
Josh offered a case study on mobile advertising and the mobile CRM handshake.