The award was presented at DMA’s annual conference and exhibition here, running through Wednesday.
Barrett was recognized at a special awards ceremony conducted by DMA’s B-to-B Council, which singled out her direction of an HP direct-mail campaign this year aimed at five vertical industries.
The campaign featured oversized mailers with case studies specific to each vertical. Included as well was the offer of free USB flash drives to drive engagement and white paper downloads. The campaign gained a response rate of 4.82%, with 603 white paper downloads.
“This innovative thinking characterized Kathleen’s unique capabilities,” said Ed Krug, chairman of DMA’s B-to-B Council and VP at True North List Marketing in presenting the.
“We really focused on our target audience, to combine offers with something that resonated with them,” Barrett told BtoB. “Timing is always the key, as is targeting and the right offer.”
Barrett has worked in b-to-b marketing for 16 years, initially with Compaq Computer Corp. and then, upon the company’s acquisition in 2002, with HP.