“We are cutting anything that is not measurable and doesn’t demonstrate immediate return.”
– Phil Clement, Global CMO, Aon Corp. (insurance brokerage)
“We have had some significant cuts, but instead of cutting across the board, we are focusing on our customers and are optimizing dollars toward what is most effective.”
– Linda McGovern, Director of Marketing, USG Corp. (building products)
These remarks, from an opening-day panel discussion at this week’s ANA/BtoB conference “B-to-B Marketing in the New World” in Chicago, probably go a long way to explain the dramatic and continuing shift from traditional to online marketing vehicles throughout the current downturn.
“Creative will probably be one of the last frontiers. B-to-b marketers need to engage people in different ways than catalogs or pricing discussions.”
– Phil Clement, Aon (again)
OK, that hurts a little, but:
“What counts is if your online creative is pulling and meeting metrics goals. If you’re not testing and optimizing, creative quality is the least of your problems.”
– Gary Slack, Chairman & Chief Experience Officer, Slack Barshinger (agency)
Yes, yes! …couldn’t agree more.
(Our thanks to Kate Maddox for writing up a summary of this session that was nearly as good as being there.)
