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
- 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!
- 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
- 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.
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