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Unica Corporation

Company: Unica Corporation, Waltham, MA
Entry Submitted By: Greenough Communications
Company Description: Unica® Corporation (NASDAQ: UNCA) is a leading global provider of Enterprise Marketing Management (EMM) software. Today, more than 500 companies worldwide have adopted Unica's Affinium as their EMM solution. Founded in 1992, Unica is headquartered in Waltham, Massachusetts, with additional offices in the US, Australia, France, Germany, India, Singapore, Spain, and the UK.
Nomination Category: Marketing Categories
Nomination Sub Category: Best Marketer

Nomination Title: Karen Hudgins, Marketing Specialist

  1. Tell the story about what this nominee 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:

    Karen Hudgins, a marketing specialist at Unica (Nasdaq: UNCA), has played a 
    vital role in both the tactical and strategic execution of Unica’s marketing
    campaigns. After Unica’s recent growth following the March 2006 acquisition of
    Sane Solutions, a provider of web analytics solutions, and the July 2007
    acquisition of MarketingCentral, a provider of on demand marketing resource
    management solutions, Karen successfully dovetailed the two businesses into
    Unica's existing marketing program. As Unica branded the acquired solutions
    within the Affinium Suite, a smooth marketing integration followed to promote
    customer understanding of Unica’s increased depth and breadth of service
    offerings.

    Karen keenly understood that while integration was key, both business segments
    needed tailored programs, aimed at increasing analyst and media awareness to
    further Unica’s position as a market leader. Today, Forrester Research1
    considers Unica a leader in the internet marketing space and Unica is steadily
    gaining traction in the MRM space by adding new customers and prospects.

    Below is a snapshot of Karen’s 2007 accomplishments:

    Awards Won in 2007:
    • Unica’s Marketing Q2 High Achiever Award
    • Unica’s Marketing Excellence Award

    Performance Against Goals:
    • Karen met her goal of generating 15,000 inquiries for Unica’s internet
    marketing group
    • Karen exceeded her goal of generating 350 new opportunities; with 587
    new opportunities generated in 2007
    • Karen doubled her goal of coordinating 10 e-mail marketing campaigns
    • Karen exceeded her goal of attending three internet marketing
    tradeshows and attended 11 marketing tradeshows
    • Karen exceeded the industry standard and became an expert at pay-per-
    click advertising and using web analytics to direct online marketing efforts.

    Record-Breaking Webcasts:
    • Karen coordinated six webcasts in 2007--one which resulted in the
    highest number of customer attendees to-date
    • The six webcasts totaled 6,558 registrants and 3,167 attendees, for an
    average attendance rate of 48%
    • Webcasts were Unica's largest inquiry producing program in 2007, with
    59 total opportunities and influenced opportunities secured
    • Karen developed and moderated a web analytics guru panel of six
    industry experts, including Elana Anderson (former Forrester Research
    Analyst), Avinash Kaushik (author of the book ‘Web Analytics an Hour a Day’)
    and Judah Phillips (Web Analytics at Reed Business)

    Events
    • Karen coordinated two breakfast events, which including managing
    multiple speakers and direct mailings in 2007, one co-hosted by ClickZ
    • Total event attendance totaled 136 attendees

    Direct Mail
    • Karen coordinated and lead a direct mail effort to 70 targeted accounts
    • The campaign included multiple waves of mailings over a 3 month period
    • The campaign resulted in 26 leads and 3 new business opportunities with
    top tier companies

    Published Work
    • In August 2007, Karen published a front-page article, “How to Avoid
    Metrics Mania” in DMNews
    • In November 2007, Karen published a second front-page
    article,“Customized Segement Optimal” DMNews

    Karen’s accomplishments are beyond impressive and made a measurable impact to
    help Unica achieve its marketing goals. Karen’s knowledge, drive and
    professionalism are among the best in the industry, especially considering she
    hasn’t yet celebrated her 30th birthday!

  2. 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.dmnews.com/cms/dm-news/internet-marketing/42091.html
    http://www.dmnews.com/cms/lib/8800.pdf

  3. Provide a brief (up to 100 words) biography about the nominee:

    Karen leads marketing program management for Unica's Internet marketing 
    solutions group. She’s responsible for ensuring market visibility and reach
    with the Affinium NetInsight line of web analytics solutions.

    Prior to working at Unica, Hudgins managed online marketing programs for Sane
    Solutions, the developers of the NetInsight web analytics technology, which
    Unica acquired in March 2005, and was the online marketing and affiliate
    marketing manager for ABCLeads.com, an online lead generation company, for four
    years.