Penton hires Schecter to lead SMB initiative

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New York—Peggy Schecter has joined Penton Media as strategic sales director, a new position created to develop marketing programs for marketers targeting small and midsize businesses. “SMB owners are a powerful decision-making group, but large marketers are running out of ways to cut through clutter and get new SMB customers,” said David Kieselstein, Penton CEO. “Half of Penton's users are SMB owners, and we can create engagement because we know the intricacies of the specific verticals they work [in].” The offerings will be customized for different vertical sectors, he said. Penton is creating services for car rental, credit card, shipping company and other marketers to allow them to reach a SMB audience at scale “in a highly engaged manner by overlaying our sophisticated marketing services offering,” Kieselstein said. “This isn't advertising; it is qualified lead generation and ROI.” Schecter most recently served as advertising sales manager-East for Synacor Portal Group, a multimedia technology company. She reports to Kate Spellman, senior VP-marketing, who was president of UBM Studios before joining Penton in January.
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