Event marketing underused, say DMA conference panelists

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Tucson, Ariz.--Event marketing is underused and could provide the best opportunity to foster harmony between marketing and sales executives, according to panelists who spoke Wednesday at the Direct Marketing Association's B-to-B Marketing Conference.

"Events are a great way to foster connection with marketers," said Rob Stagno, VP-general manager, relationship marketing at Microsoft Corp. Stagno made the remark during the keynote session titled "Achieving Sales and Marketing Synergy," which was moderated by BtoB's Ellis Booker. "It's one of the most underexploited areas."

Other panelists agreed events are an effective and important component of their marketing plans. "You can match [the event] with the objectives of the sales force, depending on who they're going after," said Scott Anderson, director of e-marketing at Sun Microsystems. "Events are maybe the place where both [sales and marketing] come together more than any other area."

--Carol Krol

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