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 Company: Acxiom Corporation, Little Rock, AR
Company Description: Acxiom Corporation makes information intelligent for many of the world’s leading and most dynamic companies. Its unmatched customer insight is achieved by blending the world’s largest repository of consumer data, award-winning technology and analytics, multi-channel expertise, privacy leadership, and superior knowledge of a wide spectrum of industries.
Nomination Category: Marketing Categories
Nomination Sub Category: Best Marketing Organization/Department
Nomination Title: Acxiom Corporation Global Marketing Team
- Tell the story about what this nominated organization/department achieved since January 1 2007 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Acxiom’s Global Corporate Marketing Team of nearly 100 marketing, public
relations, creative and advertising professionals worldwide successfully
developed and executed the company’s most comprehensive global branding and
marketing strategy in history in 2007, solidifying the company as a leading
player in customer information management worldwide.
Led by Team Leader Mimi San Pedro, Acxiom’s marketing group was challenged to
take Acxiom’s perceived brand recognition from that of a marketing database
and data provider to that of a provider of enterprise information solutions
for actionable business intelligence. To do this, the team focused its
initiatives on five primary objectives: (1) increase brand awareness, (2)
generate more qualified leads, (3) decrease the sales cycle, (4) increase sale
close rates, and (5) provide continual employee engagement.
Anchoring the strategy was a new multi-channel brand campaign that would allow
Acxiom to be recognized as a strong global brand in the marketplace. The
campaign included the inauguration of a dynamic, award-winning print and
online advertising campaign, introduction of a new company tagline (“We make
information intelligent”), the establishment of new naming conventions for
product consistency and superior search engine optimization, and the creation
of a fresh graphic identity. The team also produced scores of creative design
work and wrote and produced hundreds of new collateral pieces.
Acxiom’s next generation web and digital marketing platform, the new
www.acxiom.com, further elevated the brand as well. The revamped, interactive
hub of information now brings a fresh approach to showcasing the expertise and
leadership of Acxiom online – featuring easier, more intuitive navigation and
vastly improved SEO architecture.
Additionally, the team developed:
• A direct marketing campaign producing outstanding results with C-level
audience
• Comprehensive new lead generation process
• New marketing database to compile and track clients and prospects
• “OutSideTheBox” webinar series to promote Acxiom thought leadership
• Comprehensive e-marketing program targeting marketers at every level
• Sponsorship of and involvement in key industry trade shows, including
national speaking engagements
• Comprehensive public relations program, building relationships with
industry, trade and national business press, as well as industry analysts
(team generated more than $10.5 million in media coverage, including top
national publications)
The team also created the company’s first-ever “CXO Program,” which aims to
foster stronger long-term relationships with current and potential customers
and to better position Acxiom executives and industry thought leaders with
Fortune 500 C-level executives. The program has generated more than $54
million in booked revenue with another $139 million-plus in the pipeline.
Employee engagement objectives were carried out through internal initiatives,
including the development of:
• A new, internal online resource for company marketers
• Quarterly corporate marketing newsletter to inform Acxiom leadership
of upcoming events and programming
• Transformation of the company’s Executive Briefing Center into a more
inviting, “Four Seasons”-type experience for sales associates to meet with
clients and prospects
• Acxiom’s first-ever associate contest, “eXpressions,” which debuted as
part of the company’s successful X-branding campaign
• Support of more than 650 proposals, presentations and other client-
facing projects
- List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://www.acxiom.com
http://www.dmnews.com/X-marks-the-new-spot-for-Acxiom/article/93705/
http://www.forbes.com/businesswire/feeds/businesswire/2008/03/03/busin
esswire20080303005902r1.html
http://www.acxiom.com/123402/Acxiom___Launches_New_Corporate_
Branding_Campaign
http://www.acxiom.com/72272/Acxiom_Named_to_Forbes____Platinum
_400____List
http://www.acxiom.com/73675/Acxiom_Listed_on_InformationWeek_500
http://www.acxiom.com/57224/best-places-to-work
- Provide a brief (up to 100 words) biography about the leader(s) of the nominated organization/department:
Acxiom Corporation makes information intelligent for many of the world’s
leading and most dynamic companies, enabling them to acquire new customers,
retain their most valuable customers, communicate with customers in the
methods and times they prefer, and make profitable marketing and business
decisions. Acxiom’s unmatched customer insight is achieved by blending the
world’s largest repository of consumer data, award-winning technology and
analytics, multi-channel expertise, privacy leadership, and superior knowledge
of a wide spectrum of industries.
Founded in 1969, Acxiom (Nasdaq: ACXM) is headquartered in Little Rock,
Arkansas, with locations throughout the United States and Europe, and in
Australia and China.
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