Help customers identify objectives

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In August 2004, Teri Mollison was named group publisher of the 10 titles in Penton Media's manufacturing, supply chain and metals group. Mollison was publisher of IndustryWeek for four years prior to her promotion and retains that responsibility. Prior to joining Penton six years ago, Mollison held various sales and management positions at Inc., Fortune and AutoWeek (published by Media Business' parent, Crain Communications Inc.).

MB: What do you think of advertisers' increasing demand for lead generation programs?

Mollison: Leads are fine, taken in balance, but they aren't the only way to quantify the effectiveness of a program. A marketers' job is to support sales, not cross into sales. Companies spend decades building a brand and reputation in every aspect of their business. After all that, why would you measure the success of a marketing program based on the number of people that click on a $2,000 banner?

MB: What can clients measure other than leads?

Mollison: We take clients through the purchasing process in our industry and help them identify their objectives. For example, if a company wants to increase penetration with senior management at A and B accounts, we would create a program with events, direct mail, print and a custom e-newsletter to raise awareness. We'd measure something like the number of appointments salespeople got with these senior managers before and after the program. We want our customers to get a Return on Objective (ROO) rather than ROI. —Marie Griffin

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