As Syngenta Crop Protection Canada, Inc. prepared to launch Broadband, a new premium herbicide that also signalled the debut of a whole new modified category for the company, they knew they had their work cut out for them.

Recently, I was chatting with a group of senior Sales & Marketing professionals that have had a lot of success using email marketing. They we’re all very enthusiastic about the contribution that permissionbased email had made in strengthening customer relationships. The group confirmed an important insight for all marketers who are directly or indirectly responsible for revenue: there is a costeffective use of email for every step of the sales funnel. Given that all senior marketers work closely with sales professionals to acquire and retain customers, I’m going to highlight how email plays a critical role throughout the sales process.

The catalog industry has a wide-sweeping impact on American culture, well beyond the economic benefits of employing millions of people, paying millions in federal, state and local taxes, and conserving energy and natural resources. The American catalog experience has significant and important social benefits to American culture and consumers.

Over the last several issues of DM, we have outlined a disciplined approach to help you construct a powerful database marketing strategy. The approach hinges on consistently gathering, analyzing and leveraging three types of key information — Customer Intelligence, Business Intelligence and Data Intelligence.

This instalment tackles the role of Marketing Intelligence which involves leveraging automating work processes and technologies that pull all these types of information together in order to cost-effectively optimize your marketing results, including: