February 2016 Issue of Direct Marketing News

February 2016 Issue of Direct Marketing News

• Cover Story: The CMO of the Future • CMO Confidential: A Chat With John Wiley & Sons CMO Clay Stobaugh • Best Case: Data-Driven Storytelling Pays Off for Western Union • Marketing Challenge: Resist or Roll With It: Answers • + more...

Best Case

Customer Insight Is DeWALT's Power Tool

From concept to packaging, the company drills into qualitative and quantitative customer data to better its marketing.

Data-Driven Storytelling Pays Off for Western Union

The money-sending company uses customer insight as inspiration for its multichannel, sweepstakes campaign.

A B2B Campaign Designed for Adventure

Tetra Pak successfully uses a highly targeted campaign to demonstrate its marketing and product expertise, not just sell packaging.

CMO Confidential

Three Essentials for Earning a Performance Marketing Black Belt

CMO Confidential: Clay Stobaugh applies a potent dose of Lean Six Sigma to designing and running John Wiley & Sons' marketing strategy and structures.

Marketing Challenge

Marketing Challenge: Retest or Roll With It: Answers

Cameron MacDonnell is unsure as to whether his campaign test results are an anomaly. Should he retest or just run the campaign as is? Read ...


Postal Board of Governors Is Down to One Member

There should be nine, but the Senate's inaction on five nominations leaves James Bilbray the last man standing.

What You Need to Do to Satisfy the EU

A checklist for dealing with Europe's new privacy law, which raises questions about arrangements with third-party data companies.

Your Buyer Has a Name

B2B companies that use personas are twice as likely to exceed lead and revenue goals as those that don't.

In 2016, All Roads Will Lead to Email

Multichannel dreams will find fruition in inboxes as emailers dig deeper into their data, experts say.

DaaS Defined

Demystifying the fundamentals that marketers need to know about data as a service.


B2Bs Plan to Roll Up Digital and Mobile Capabilities [Infographic]

But the future of search and display is fishy for companies in marketing services, media, and technology.

Fast Facts

Fast Facts: February 2016

Some quick info to keep you up-to-date, including the best time to send an email, and the percent of marketers who say their creative teams ...

This Is How We Do It

Storytelling to the Next Generation

Experimenting with emerging technology to reach millennial buyers and influencers

Sour Patch Kids Connects With Teens Through Culture

The candy brand shows what it takes to be famous among this seemingly elusive younger demographic.


The Shape-Shifting CMO

Survival as a chief marketer in 2016 and beyond will depend on being highly adaptable and maintaining a deep understanding of today's capricious customers.

Main Feature

The CMO of the Future

Predictions abound on the ideal competencies of tomorrow's CMO. Which are fact, and which are fiction?


The Magic of Account-Based Marketing

From building personas to improving sales alignment to increasing lifetime value, ABM may seem like the B2B marketer's panacea. Here's how to decide whether it's ...

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Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

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