13.04.24 ExecSummary_final[3]

© Copyright CMO Council. All Rights Reserved. 2013
Customer Attainment
From Event Engagement
EXECUTIVE SUMMARY | April 2013

2© Copyright CMO Council All Rights Reserved. 2013
CUSTOMER ATTAINMENT FROM EVENT ENGAGEMENT | EXECUTIVE SUMMARY
Abstract
Demographics
Leadership Committee
Faculty and experts
sponsor Contribution
Commentary From AccesstCA
Commentary From Derse
About the sponsors
Affiliate Partners
About the CMO Council
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TABLE OF CONTENTS

Change and transformation have become common occurrences—if not required—in the world of
marketing. As leading brand owners and budget holders have been asked to “do more with less”
and optimize and justify every dollar spent, a harsh eye has been turned onto every channel of
engagement deployed as part of a sales and engagement cycle with customers. From advertising
to social media, every channel of engagement has been scrutinized, assessed, measured and
transformed—that is, except for the channel that 45 percent of senior brand marketers call the top
demand-generating tool for their organizations: events.
the CMO Council, in partnership with the exhibit & event Marketers Association (e2MA), set out
to benchmark the business value of trade shows and events, as well as the ways in which marketing
mindsets and intentions were shifting specific to event marketing investments. the study tapped
into the peer-powered insights of more than 265 senior corporate marketers and leveraged the
expertise of a leadership committee of experts and thought leaders from the e2MA. the result is
the following report, which highlights where transformation must occur for both brand leaders and
event organizers to capitalize on the full potential of trade shows and events.
Among the key findings of the study, marketers confirm that the live face-to-face engagements that
occur during events and exhibitions are core to their business growth and development strategies.
However, despite the importance of events in the marketing mix, justifying allocations along
with the rising costs of participating have become taxing on the budget and give the continued
investment into events a cloudy outlook. What is clear is that marketers are looking for value-added
components to their event investments that deliver insights, measurements, analytics and deeper
engagements with their most valued prospects and customers.
the resulting conclusions point to requirements for both marketers and event operators and
vendors. Analytics and insights will be the path to transformation and optimization, and marketers
must leverage intelligence and content to better mold rich experiences that maximize event
investment while creating an engagement that extends beyond the event. event organizers, vendors
and partners must elevate their own analytics and insights to help marketers better target, engage
and measure event investments. the goal for both marketers and event organizers is to press
events into the new era of data-driven marketing while retaining the experiential and face-to-face
engagements that have made events the cornerstone of continued customer engagement and
attainment strategies.
ABSTRACT

4
© Copyright CMO Council All Rights Reserved. 2013
What is your title?
Director of Marketing
Chief Marketing Officer
Head of Marketing
vP of Marketing
Director of Corporate/Marketing Communications
svP/evP of Marketing
vP of Marketing and sales
vP of Marketing Operations
vP of Customer experience
Other(seniorMarketingManager,Directorofevents,etc.)
17%
15%
12%
12%
5%
4%
3%
1%
1%
31%
DEMOGRAPHICS
To whom do you report?
CeO
CMO
Division Chief or Business group Head
President
Regional vice President/gM
COO
Chief sales executive
Other (Board of Directors, vP of Marketing, etc.)
32%
14%
12%
10%
10%
5%
1%
32%

5
How large is your company?
Less than $50 million
$51 million to $100 million
$751 million to $1 billion
$1.1 billion to $5 billion
greater than $5 billion
35%
10%
7%
8%
4%
5%
14%
17%

6
What best describes your company’s industry sector?
information technology
Professional services
Financial services
telecommunications
Media and publishing
Health care/life sciences
insurance
travel and hospitality
electronics and miscellaneous technology
Food and beverage
Manufacturing
Retail
Pharmaceuticals
utilities
entertainment
Wholesale/distribution
transportation
Chemicals
Aerospace and defense
energy
Automotive
government
education
Other
23%
11%
9%
6%
6%
5%
5%
4%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
8%

7
information technology
Professional services
Financial services
telecommunications
Health care/life sciences
Media and publishing
travel and hospitality
electronics and miscellaneous technology
energy
Manufacturing
insurance
government
education
Retail
transportation
entertainment
Food and beverage
utilities
Automotive
Wholesale/distribution
Pharmaceuticals
Aerospace and defense
Packaged goods
Chemicals
Construction
Consumer durables
Other
31%
22%
19%
14%
12%
12%
10%
9%
9%
9%
8%
8%
8%
7%
7%
7%
6%
6%
6%
5%
4%
4%
4%
3%
3%
3%
9%
In what business or industry sector do you participate?

8
In which region is your company headquarted?
north America
europe
Asia-Paciﬁc
Africa
south America
Middle east
62%
16%
12%
6%
2%
2%
In which regions does your company operate?
north America
europe
Asia-Paciﬁc
Africa
Middle east
south America
58%
14%
14%
8%
4%
2%
How many people report directly to you?
Less than 10
10 - 30
30 - 50
50 - 100
100 - 200
More than 300
71%
22%
4%
1%
2%
1%

LEADERSHIP COMMITTEE
Gavin Cowley
Marketing Director
Adidas–south Africa
Ian Talmage
Senior Vice President,
Global Marketing,
General Medicine
BayerHealthCare
Pharmaceuticals
Josué Hinojosa
Marketing Director
Cisco–Mexico
Peter DeBenedictis
Marketing Director
ge Healthcare–Middle east
and Pakistan
Robert Nelson
Principal
ge Healthcare
Trajan Bayly
ge ideaWorks
Fadi Ghosn
general Motors–Middle east
Rob Pace
Vice President of Marketing
and Events
Hewlett-Packard
Haitham Mattar
Vice President of Sales and
Marketing–Middle East, Africa,
Eastern Europe, Turkey and Russia
Hilton Worldwide
Eric Andrews
Juniper networks
Neil Calvesbert
(Digital Marketing, Social Media,
Brand Lifestyle and Licensing)
Monster energy
Kurt Frenier
Senior Marketing Director
PepsiCo–Middle east and Africa
Paulo Kalapis
Marketing Director
sAP–Mexico and Central America
Simon Fletcher
Manager of Customer Engagement
and Partnership Marketing
southwest Airlines
Isaac Muñoz
Manager of Customer Insights
southwest Airlines
Brian Burch
Vice President of SMB Marketing
symantec

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Steve Sommers
Vice President of Global
Brand Marketing
under Armour
David Scribner
Vice President of SMB Marketing
virgin Mobile–Australia
Brad Painter
volvo Cars of Canada
Chris Moloney
Wells Fargo Advisors, LLC
Anonymous
Senior Marketer
national Banking institution

FACULTY AND EXPERTS
Mel White
and Business Development
Classic exhibits inc.
Nick Simonette
Vice President of Sales
Czarnowski
Adam Beckett
President and CEO
Derse
Jim Wurm
Executive Director
exhibit & event Marketers
Association (e2MA)
Joe Federbush
Vice President, Sales
and Marketing
exhibit surveys
David Rich
Senior Vice President of Strategy
and Planning Worldwide
george P. Johnson experience
Marketing
Justin Hersh
Founder and CEO
group Delphi
Jacqueline Beaulieu
Executive Vice President
Healthcare Convention & exhibitors
Association (HCeA)
Bob Hughes
President
the Hughes group/Futureshow
Robert Lowe
Vice President and Event Architect
nth Degree
Amanda Helgemoe
CEO
nuvista

What is the number one thing marketers should look for in order to assess, measure, plan and
execute a successful exhibit and event program?
in the “Customer Attainment From event engagement” study, exhibit and event marketing was
identified as the number one lead-generation tool for corporate marketers. Driven by the inherent
human need to connect, face-to face marketing is a proven strategy for effectively driving sales.
no other medium effectively combines all the elements of a comprehensive marketing program—
including PR, web, social media, traditional advertising and promotions—to create comprehensive
customer engagements.
the number one thing exhibit and event marketing programs must establish is a fundamental
alignment with corporate marketing strategies that support the overall business, financial and
marketing goals.
Other issues essential to the return on—and effectiveness of—exhibit and event marketing spend
include:
•the ability to align exhibit and event marketing strategies to the needs of the target audience
at the event, starting with their reasons for participating
•the caliber and relevance of content and the ability to enable better engagement on critical
topics, platforms and themes that will condition the market, predispose prospects and accelerate
sell-in
•the ability to leverage events to gain competitive insights and stay abreast of market shifts
and trends
•the ability to control budget and outcome by setting a profitable event-mix strategy
(exhibits at events versus corporate proprietary events)
•the ability to execute tactics that move customers along the sales and marketing continuum
of awareness, consideration and preference
•the ability to validate exhibit and event marketing efforts by measuring outcomes according
to generally accepted principles and practices
Optimizing external and internal alignment will raise the visibility of—and commitment to—the exhibit
and event marketing channel, especially to CeOs and CFOs.
SPONSOR CONTRIBUTION

By Jon ellms, vice President and Principal at AccesstCA
i have been with AccesstCA for more than two decades, creating intelligent, compelling trade show
programs for pharmaceutical and biotech companies. During that time, we have seen changes not
only in the trade show presence, but also in the structure of the companies themselves, particularly
in the execution of the marketing function.
Pharmaceutical and biotech companies are increasingly focused on product marketing and—more
recently—patient marketing. Corporate marketing as such is on the decline, and as a result, these
companies have no need for a CMO. Add to this marketing paradigm an increasingly conservative
legal and regulatory environment, and you have what amounts to a situation that is uniquely
significant because it pertains to one of the largest buying segments of trade show industry
products and services.
the pharmaceutical and biotech industries are at a critical point in reinventing their participation at
trade shows. Other sales channels encroach on the trade show budget; online continuing medical
education (CMe) threatens a formerly important component of trade shows; and the practice of
launching products at a trade show has been usurped by the availability of online information.
then there is the legal risk aversion, whether in the area of product liability or FDA sanctions, that
renders traditional trade show marketing next to impossible. the consequences are financially
significant, not to mention a death knell for marketing “sizzle.” indeed, the requirement for isi (fair
balance copy) that is as prominent as promotional messages not only complicates the design
process, but also dilutes the impact of product marketing. Within the companies themselves, the
fastest-growing departments are regulatory and compliance—departments which tell product
marketing teams what is and isn’t acceptable—and this before the creative treatment passes the
scrutiny of the Office of Prescription Drug Promotion (OPDP), a division of the FDA (there are
parallel FDA departments for devices and other segments of the healthcare industry that adjudicate
regulatory issues).
And while most trade shows welcome the presence of global visitors, that is not necessarily the
case for pharmaceutical and biotech marketers. Without the rights to market a drug outside of the
u.s., a conversation in a promotional booth with an international visitor is not only an unprofitable
use of time, but it also becomes an occasion for off-label conversations (again, risking an FDA
violation) as the visitors explore the uses of drugs (indications) in their home countries.
the result is that marketers find it more difficult to attract exhibit visitors using traditional trade
show marketing tactics. Future success lies in confronting strategic issues that promise new
opportunities, among them:
• Although pharmaceutical and biotech marketers find it difficult to measure ROi, there
are now technologies that offer data matching. in other words, the customer contact that
takes place at trade shows can be appended to existing data about high-decile prescribers/
target healthcare professionals who visit the trade show exhibit. the fact that healthcare
professionals are becoming virtually impossible to see in the field—whether in their hospital
practices or in their offices—makes this highly desirable and ultimately actionable data.
COMMENTARY FROM ACCESSTCA

14
• the development of media that is scalable for both professional and patient education goes
toward meeting the new challenge to the industry: patient compliance. Media offers the
potential to be approved and used, in perhaps a repurposed format, throughout the product
marketing and sales efforts.
• Because collegiality will continue to be a draw at trade shows, many healthcare exhibitors
offer hospitality to foster conversations and ultimately education. the now-approved
sunshine Act does not track expenditures on healthcare professionals under $10, which
makes catering a viable option.
• in addition to promotional exhibits, companies are examining the viability of using more
scientiﬁc exhibits, focusing on a therapeutic area, the company pipeline or a particular
franchise.
• Finally the association + general contractor + exhibitor equation needs to be recalculated.
trade shows have increasingly become a major source of association revenue via agreements
with general contractors that pass non-transparent costs on to exhibitors. ROi determination
is only possible when the exhibitor’s investment is clearly articulated. Associations need to
begin to see their role in helping their exhibitors achieve a healthy ROi and providing third-
party audits so that trade show participation is built on strong data.

By Heather Rosenow, vice President of Client strategic services
At Derse, we believe that face-to-face is the most effective form of marketing, so it is encouraging
that many marketers believe the engagements that happen during trade shows and events are core
to their business growth. We are also pleased that the measurement of these engagements is no
longer a want, but a need—particularly as many marketing budgets have become more scrutinized.
With that said, we believe that marketers should expect even more from their face-to-face
program. to unlock that potential, our experience suggests that stakeholders must first build a
cohesive strategy around business objectives before they dive into measurement. We believe
data is important, but it does not provide direction unless it ties back to strategy. As much good
conversation as there is to be had around metrics, much of that talk rings hollow without pre-
determined goals: What does success look like, and how do we get there?
it is Derse’s contention that marketing’s purpose is to increase sales. unfortunately, many marketers
have concerned themselves with soft, subjective criteria to determine whether or not an investment
was a success. though rich experiences that extend beyond the event are important, they mean
little if they don’t ultimately move a buyer along the purchasing path or influence an action.
We also believe that billions of dollars are wasted every year in the face-to-face marketing industry.
On an almost daily basis, we hear from marketers who have felt the effects of underperforming
investments and are being asked to “do more with less.” these are often the same marketers who
say they have a difficult time making a strong business case for trade show attendance, which is
understandable if they can’t transition their sales leads from prospects into profit. We are of the
opinion that if face-to-face programs perform up to their ability, those budgets will be rewarded—
not reduced. good creative can generate interest, but great creative is purposeful and measurable.
When a program is accurately designed to achieve business goals, it brings proof of positive return.
We also believe that the face-to-face marketing industry needs a change. One of the most common
challenges we help our clients overcome is aligning the business priorities of executive leadership
and event stakeholders to connect face-to-face marketing with business objectives. it’s eye-
opening to see how disjointed many companies are when it comes to bridging the gap between
marketing and sales teams. though we believe those goals should be one in the same, reality tells
a much different story. Oftentimes, the marketing team is more concerned with generating leads to
justify its existence but usually has no idea if those leads ever become real dollars. the sales team
typically has very little input into a marketing plan, so they are being asked to advance a face-to-
face marketing program that may not help them achieve their goals. it’s no wonder that very few
companies feel confident that they can reliably turn leads into real business.
though most marketers likely understand that not all sales leads are created equal, many have
a misunderstanding of how to improve their outcomes. Beyond a new booth, new brand or new
campaign, the possibility of improvement is only as good as the customers and prospects that are
present. Having a great environment and/or experience simply won’t mean much without the right
audience. though reporting of a trade show’s customer attendance makeup (often provided by
the trade show itself) is often met with skepticism, most marketers have no better way to select a
show. As a result, marketers often attend the same shows year after year. it’s an issue that Derse
encounters so often that we have developed a term to describe the phenomenon—momentum
strategy—that often becomes a roadblock for purposeful change. With our clients, we have found
COMMENTARY FROM DERSE

16
that reevaluating a program’s approach to consider a broader range of face-to-face avenues or
alternative methods can become the difference between stagnation and progress. We meet
with our clients on a regular basis to analyze performance against expectations and recommend
adjustments built to deliver better returns.
though face-to-face will see competition for dollars from other marketing mediums, trade show and
event professionals should welcome the challenge. Face-to-face marketing provides a tremendous
ability to target an audience—often a room full of customers—and interact with them in a way that
other forms of communication never could. When marketers do the right things with their face-to-
face dollars, that money will be seen as an investment rather than a spend item. if our expectations
seem high, it’s because we’ve seen them met time after time. that’s why we believe in this industry.
now is the time for the industry to believe in itself.

Classic Exhibits
Classic exhibits inc. designs portable, modular and custom-hybrid exhibit solutions. Our
solutions are represented by more than 200 independent distributors who share our vision
of shared knowledge, shared success and shared responsibility. since 1993, Classic exhibits
has focused on exhibit, event and retail design through its four divisions/partners. exhibits
northwest, with offices in Portland, Oregon, and seattle, Washington, offers consultative
services for trade show exhibitors. eco-systems sustainable exhibits supplies eco-friendly
displays, Classic Rentals manages a comprehensive rental program for distributors, and
ClassicMODuL Aluminum extrusions sells wholesale engineered aluminum extrusions
to the exhibit and retail trade. For more information, visit www.classicexhibits.com,
www.ecosystemsdisplays.com, and www.classicmodul.com.
ABOUT THE SPONSORS
Czarnowski
At Czarnowski, we love what we do. since 1947, companies of all sizes and industries have
counted on us to be their trusted exhibit marketing partner. through a network of u.s.-based
and international offices, we provide program management, creative and execution services.
We strive to continually improve our processes and increase the sustainability of our products
and operations. We never forget that our success is a result of putting our customers ﬁrst and
delivering exceptional results on the trade show ﬂoor and beyond—every day. Learn more at
www.czarnowski.com.
Access TCA
Access tCA helps clients capitalize on the immense opportunity of event marketing through
global program management, exhibit and event production, meetings and event management,
creative and technical production, and a proprietary return-on-investment model called
Outcome Communications. Learn more at www.accesstca.com.

18
Derse
Measureable results are easy to promise, but much harder to deliver. At Derse, we prove it.
We’re a complete face-to-face experiential marketing, design and fabrication company focused
on delivering meaningful results for our clients’ program investments. Driven by accountability,
we help you:
• Develop smarter face-to-face marketing strategies that align with your business goals
• Immerse your audience with experiential engagements
• Measure and document the value of your face-to-face investment, drawing out critical insights
and actionable recommendations
Derse is currently ranked fourth in the nation in event marketing by Advertising Age
magazine and was the first in its industry to receive silver-level LeeD certification for its
national headquarters. For more information, visit www.derse.com or follow us on twitter
(@Dersesocial).
Exhibit & Event Marketers Association
the exhibit & event Marketers Association (e2MA) is the premier thought leader and content
development organization for corporate marketers and their suppliers in the face-to-face
marketing medium. Driven to benchmark and promote the business value of trade shows and
events, the e2MA evaluates and identifies best practices, new tools, new technologies and new
techniques that enable marketers to optimize their event marketing programs. the e2MA is the
tradeshow industry’s newest association formed by the combining of the tradeshow exhibitor’s
Association (tseA) and the exhibitor Appointed Contractors Association (eACA).
the new association is comprised of more than 500 member companies representing more than
17,500 full-time trade show professionals and more than 45,000 part-time trade show workers.
the association is headquartered in Bend, Oregon.

19
Exhibit Surveys
exhibit surveys, inc., pioneered the field of exhibition and event research more than 45 years
ago. since 1963, exhibit surveys has established metrics that have become industry standards
and developed unique diagnostic tools to provide guidance and sound recommendations
to exhibitors, corporate event producers, associations and for-profit trade show organizers,
CvBs and convention facilities and suppliers to the events marketing industry. Our research
staff, located in Red Bank, new Jersey, has conducted primary research for more than 5,000
exhibitions and events and in excess of 10,000 exhibits. Our clients include many Fortune
500 companies. Additionally, we have conducted research and measurement globally on six
continents.
exhibit surveys continues to be the leader and innovator in the field, with a complete range of
measurement and research services to fit the evolving needs of clients of all sizes across a broad
spectrum of industries. We also maintain the most comprehensive database of audience profile
and exhibit performance statistics. Learn more at http://www.exhibitsurveys.com.
George P. Johnson Experience Marketing
gPJ is a global experience marketing agency creating great ideas and bringing them to life
through integrated experiential programs that leverage online, mobile and physical experiences.
Our clients rely on us to compete globally by creating and accelerating relationships with their
customers, employees, partners, media and other influencers.
• Ad Age ranked #1 Experience Marketing Agency
• Promo 100 ranked #1 Experience Marketing Agency
gPJ is part of Project: WorldWide, the leading global independent engagement marketing
solutions network. Learn more at www.gpj.com.

20
Group Delphi
group Delphi is a design and production company dedicated to helping you compete in today’s
changing markets. When you choose group Delphi to create experiences, environments and
digital content for your trade show, event, museum or retail installation, you can expect insanely
good service.
this commitment drives everything we do and is based on the principles of innovation, creativity
and passion.
• As innovators pursuing new ideas and technologies, we deliver solutions that you hadn’t
imagined possible.
• Creativity is so much more than design. it infuses everything we do. it drives value. it is
the way we think and approach every project at every level of our company.
• We are passionate about the quality of work we deliver, and we invite you to share our
enthusiasm.
With offices in san Francisco, California, Ft. Wayne, indiana, and Paris, France, and with more
than 60 years of experience, we are committed to our clients and to the industry.
Health Convention & Exhibitors Association
the Healthcare Convention & exhibitors Association (HCeA) is the only organization solely
dedicated to improving the effectiveness and quality of all healthcare conventions and
congresses, medical meetings and healthcare exhibit marketing throughout the industry. Learn
more at http://www.hcea.org/default.asp.
The Hughes Group/Future Show
the Hughes group/Futureshow is a simpler way to create trade shows and conferences. it
includes everything you need, from signage and sponsor spaces to staging, registration tables
and walls for hotel and conference venues—all in one simple package and for one simple price.
Forget what you know about expensive conferences and tradeshow hardware and graphics. set
up a free Revenue Roadmap consultation today. Learn more at http://futureshow.net/index.html.

21
UPS Trade Show Services
nuvista provides audio-visual and labor (i&D) services to the trade show and event industries.
Our philosophy reaches beyond exceptional service. We take a holistic approach to your
program by offering complete management of all of your on-site vendors. Our leadership within
the e2MA Advocacy Committee puts us in a unique position that has translated into significant
savings for our clients.
ROi has always been difficult to measure at trade shows and events for numerous reasons. One
of the main issues with measurement is the fact that you do not know what you will be spending
prior to making the decision to participate. unfortunately, the trade show and event industry
developed a reputation for unpredictable and inflated pricing. exhibitors deserve to know what
they are going to spend prior to making a decision and, more importantly, they need to be
charged fair market value. Learn more about how nuvista can assist with your event at
www.nuvistaonline.com.
Nth Degree
nth Degree is a global event marketing and management company that helps clients design and
execute successful trade show and event programs worldwide. the company offers labor, event,
and trade show management and marketing services worldwide to more than 1,100 clients,
including 43 Fortune 100 companies. nth Degree executes 7,500 projects each year and has
21 north American offices, as well as offices in england, germany and China. the company is
known for its long-term relationships with 181 clients that have been loyal nth Degree customers
for more than 20 years and being a desirable employer, with more than 34 percent of employees
having a tenure of 15 years or more. Additional information is available at www.nthdegree.com.
MC2
MC2
is in the face-to-face marketing business. We plan, design, build and develop strategies
for exhibits, events and meetings, in addition to corporate environments and permanent
installations for a wide variety of businesses. With our strategic experience and hands-on
capabilities, we become an extension of your marketing department. We are a full-service
company, so clients can use as many or as few of our services as needed. Our ecoflex™ exhibit
Program offers end-to-end exhibit services for a fixed price and a green alternative to custom
exhibit rentals. We have a network of 11 u.s. locations and alliances around the world, and MC2
’s
list of clients represents some of the world’s best brands. Learn more at www.mc-2.com.

22
UPS Trade Show Services
uPs is a global leader in logistics, offering a broad range of solutions including the transportation
of packages and freight, the facilitation of international trade, and the deployment of advanced
technology to more efficiently manage the world of business. Headquartered in Atlanta, uPs
serves more than 220 countries and territories worldwide.
uPs trade show services offers an experienced trade show logistics team delivering more
than 100,000 exhibits annually. in fact, we're the official show carrier for more than 600 trade
shows each year. uPs’s on-site reps know the ins and outs of each trade show city and venue,
helping with the largest deliveries or the smallest details. And they’re backed by a global leader
in logistics, offering a broad range of package and freight transportation. Choose from day-
and time-deﬁnite air and LtL freight service options to satisfy your exhibit needs. For more
information or to request a quote, call 1-800-365-6990 or visit www.ups.com/tradeshow.

AFFILIATE PARTNERS
Qualtrics
For a long time, the only people with access to Qualtrics survey software were our closest friends and
a bunch of scott’s MBA students. it was our research clients who pushed us to open up the system
and gave us the feedback needed to make it both the easiest to use and most sophisticated research
suite on the market.
Marketwire
the only fully integrated, north America-based global newswire, Marketwire inc. is a full-service
partner to iR, PR and MarCom professionals seeking premier distribution, media management,
multimedia and monitoring solutions. Marketwire’s customer-centric corporate philosophy
focuses on being the best by infusing every aspect of its business with the following core attributes:
precision, adaptability, innovation and simplicity. Marketwire delivers its clients’ news to the world’s
media and ﬁnancial communities. With a reputation for technological leadership, Marketwire
offers innovative products and services—including social media, search engine optimization,
Dashboard Mobile Financial, news dashboard coverage reports, exclusive access to networks such
as the Canadian Press Wire network, easy iR and PR workﬂow solutions and more—that help
communications professionals maximize their effectiveness while ensuring accuracy and best
practices. Having merged companies (Marketwire and CCnMatthews) in April 2006 and
enjoying a combined history of 25 years of service, Marketwire is now majority-owned by
OMeRs Capital Partners, the private equity arm of one of Canada’s largest pension funds.

the Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange,
thought leadership and personal relationship building among senior corporate marketing leaders
and brand decision-makers across a wide range of global industries. the CMO Council's 6,500-
plus members control more than $300 billion in aggregated annual marketing expenditures
and run complex, distributed marketing and sales operations worldwide. in total, the CMO
Council and its strategic interest communities include more than 20,000 global executives
in more than 110 countries covering multiple industries, segments and markets. Regional
chapters and advisory boards are active in the Americas, europe, Asia-Paciﬁc, Middle east,
india and Africa. the council's strategic interest groups include the Coalition to Leverage and
Optimize sales effectiveness (CLOse), LoyaltyLeaders.org, Marketing supply Chain institute,
Customer experience Board, Market sense-Ability Center, Digital Marketing Performance
institute, geoBranding Center and the Forum to Advance the Mobile experience (FAMe). More
information about the CMO Council is available at www.cmocouncil.org.
ABOUT THE CMO COUNCIL

13.04.24 ExecSummary_final[3]

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