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BtoB's Best Marketers: Neal Campbell, CDW Corp.

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CDW Corp. hit the road this year. In the latest phase of its “People Who Get IT” campaign, basketball legend Charles Barkley and his colleagues at the fictitious Gordon and Taylor company tour the country trying to win business in a Technoliner, a bus equipped with the latest technology available through CDW. Ogilvy & Mather, Chicago created the “Winning on the Road” campaign. “The whole notion was how to make this more real,” said Neal Campbell, senior VP-CMO of CDW. “How do we take this technology and make it available to our customers in a different type of venue?” Not only did the story of the Technoliner show up in print ads as well as digital and TV spots, the vehicle appeared in June at Cisco Live in Orlando, Fla. CDW invited attendees to try out the latest data center services and technology from Cisco Systems, NetApp, VMware and other partners. The company resoundingly surpassed its goal of generating 500 to 750 leads in five days at the event, garnering more than 5,500. This fall, the Technoliner is making appearances at college football tailgate events and other stops. CDW's partners, who partially fund its marketing budget, have responded favorably to “People Who Get IT,” boosting spending by 10% for its NCAA campaign and 25% for its NFL effort. CDW also continued to pump up its data analysis to give its partners better metrics for a marketing-effectiveness report card. “We're looking at a potential customer's behavior over a period of time,” Campbell said, adding that the company is then able to serve ads in real time specifically targeted to that user. “The whole point is to map the CDW customer journey,” he said. The company also moved deeper into the service sector, rolling out CDW Total Mobility Management, services designed to help IT departments plan, roll out and manage their mobile technology. “What we've done is offer a one-stop shop for mobility,” Campbell said.
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