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BtoB Top Marketer: Eduardo Conrado, Motorola

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Eduardo Conrado, who heads up marketing for Motorola's b-to-b business units, this year spearheaded the company's continued push into vertical marketing segmentation, oversaw the launch of an integrated marketing campaign and led the shift to more digital marketing. “Within our three segments [home and networks mobility, government and public safety, and enterprise mobility], we worked very hard to define our unique positioning that differentiates us from the competition. We are very focused on where we see our customers going in the future and addressing their needs,” Conrado said. Conrado has continued to lead Motorola's vertical marketing restructuring, an effort that began last year. Prior to the restructuring, the company's marketing efforts were primarily driven from the product side. Now, within its government and enterprise units, it has specialized vertical marketing teams that handle industry segments such as municipal CIOs and hospitals. “We go in and approach it from the challenges faced by each vertical, then work closely with the product marketing teams to create campaigns,” Conrado said. In April, his team used this approach to launch a new campaign, “Technology That's Second Nature,” created by BBDO New York and Atmosphere BBDO, New York. The effort used print, online and events, and was aimed at vertical segments within the government as well as public safety officers in communities such as police chiefs, fire chiefs and municipal CIOs. Print and online ads drove users to a “virtual city” where they could experience different Motorola products being used in simulated emergency scenarios. “We wanted users to see the different Motorola solutions and how they applied to each scenario,” Conrado said. “This really shows how we address their needs across multiple technology platforms and make it seamless.” Conrado is also directing Motorola's push into even more digital and database marketing technologies. “Our databases continue to get richer and richer,” he said, pointing to a new CRM system the company rolled out this year across all its global regions. “As our audience self-profiles, we are able to do very targeted outreach.” He noted that in one digital campaign for Motorola WiMAX, which had 10 distinct levels of interaction, once users got down to the fourth or fifth interaction, the open rate shot up to 90%. “We will continue to expand our digital capabilities in '09, particularly in electronic direct marketing,” Conrado said. —K.M. —Kate Maddox
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