BtoB

2001 Marketers of the Year: Dawn DiMartino

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This year, Dawn DiMartino scored an unmistakable success from a seemingly insurmountable challenge—changing the way b-to-b views AT&T Corp. through a one-year marketing campaign.

DiMartino, director-enterprise marketing for AT&T Business Services, on Jan. 17 oversaw a $40 million ad campaign launch. The goal: increasing recognition for the unit’s products and services, whose biggest lines include networking software. For the New York-based giant, whose reputation is indelibly tied to long-distance services, it was a Herculean task.

To reach AT&T Business Services’ broad potential client base, which includes businesses of all sizes, DiMartino shrewdly developed an integrated campaign—with TV, Web, print and e-mail marketing all part of the mix.

DiMartino, promoted to her current position two years ago, said the diversified strategy is in sync with her holistic marketing philosophy. "It’s a Gestalt marketing theory," said
DiMartino, who holds an MBA from Simmons College and did post-graduate marketing work at Harvard University. "The whole is greater than the sum of its parts."

While the theory is esoteric, the campaign’s results were practical. In the campaign’s first five months, awareness of AT&T Business as a networking software provider increased 15%.

It’s a marked improvement that DiMartino means to improve on even further, mostly through analyzing the results and putting them to marketing use. "It’s a real passion for understanding results and being able to show for them," said DiMartino, who started out as a free-lance journalist and has also held stints in public relations for organizations including Better Business Bureau Inc.

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