AWARDS 2012 CASE STUDY: Category 22: Karen Heywood for Motorola Solutions
Karen has been instrumental in adopting a data-centric approach, driving automated marketing across Motorola Solutions’ EMEA operation and increasing the quality and quantity of its intelligent data. She also created a much richer vein of engagement activity that is now at the core of Motorola Solutions’ B2B lead nurturing programme across EMEA. Karen’s outstanding work has contributed to the doubling of sales-ready leads generated year-on-year.
Working in tough markets such as retail – where trading conditions means that investment and change are scrutinised more than ever before, she has been able to bring to life the range of solutions from Motorola, by focussing on making sure the messages are as relevant as possible for each target country within the region.
This is then coupled with a data strategy that means not only can customers be targeted for cross sell, but these customers are used to help model and identify strong ‘lookalike’ prospects.
This is all topped off with an enthusiasm and desire to not just get results, but to push the envelope and ensure that all campaigns are delivered with minimum fuss and maximum returns (music to the ears of the senior managers and a hungry sales team).
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