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Maximize digital, custom media

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Cygnus Business Media in May named Scott Bieda VP-sales, Fire/EMS/Security. Cygnus' public safety portfolio, which caters to one million Fire/EMS/Security professionals, includes EMSWorld.com, Firehouse Magazine, Firehouse.com and Firehouse Expo. Prior to joining Cygnus, Bieda was VP-custom solutions at Penton Media. Media Business: What's your strategy to enhance sales? Scott Bieda: The first strategy is to focus on the digital capabilities and digital offerings that we have and enhance them where needed immediately. That would include leveraging video opportunities and optimizing the database capabilities of the division. The second strategy would be to develop custom-media programs to a far greater extent than they are now. MB: How will you approach sales and marketing alignment? Bieda: In this particular group, where there were [previously] two separate marketing and sales efforts ongoing at Cygnus, part of the reorganization strategy (which started in April) was to bring marketing in with sales so that all of the people on both of those teams are included in strategy development and execution efforts. MB: What's your focus with regard to integrated marketing? Bieda: It's a total focus, which would include the use of all of the available technologies: print, video, online and database marketing. The underlying factor is the development of the database technologies, which will enable us to offer more-targeted marketing opportunities.
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