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There are many opinions about direct mail as a marketing channel, and the new age of digital engagement has given marketers more responsibility to connect with people and measure impact. To create campaigns that matter, aligning success metrics with your program goals is a necessity.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante, senior marketing specialist on Marketo’s Commercial Demand Generation team, and James Leedom, marketing operations manager at Marketo. They shared how you can level up your direct mail game by workshopping campaigns, defining engagement and proving impact.

View the webinar to learn:

• How to develop a personalized direct mail strategy
• Why attribution is non-negotiable
• How to structure measurable direct mail programs

PRESENTER

Hayley Ferrante is a senior marketing specialist on the Commercial Demand Generation team at Marketo. She focuses on webinar strategy and execution, engagement programs, top-of-funnel campaigns for lead generation, and bottom-of-funnel campaigns with a strong emphasis on direct mail. When she's not building programs in Marketo, she enjoys yoga, hiking and catching some sun at the beach.

James Leedom is a marketing operations manager at Marketo, and a Marketo Certified Solutions Architect. He helps administer the marketing team’s own internal Marketo instance and owns the Marketo team’s implementation of their Bizible instance. He loves working with the broader marketing team to ensure every program is set up in a way to achieve the most accurate reporting. Outside of being a marketing operations wizard, he can be found on his bike somewhere in the middle of Colorado or growing out his beard.