Webinar: Back to Basics: Seven Questions to Ask About Buyers in Your Category or Industry

Wednesday, September 12, 2012 (12:00 PM - 1:00 PM)

Who to target with sales and marketing efforts

It’s one of the most basic decisions you have to make—who to target with sales and marketing efforts?  Sounds simple enough, but finding the “best customers”—the ones most open and profitable to your brand—and motivating them to buy is a pretty complex operation.  
In this webinar, Jeff Maloy will give you seven questions to ask about the buyers in your category or industry to ensure you grab the attention and share of wallet of the cream of the crop.  He will focus on the information and insights you can collect with good marketing research that will give you a comprehensive sense of:
  • The sales potential of different customer groups
  • The costs of getting and keeping them
  • How/when to reach and motivate them

About the Presenter

Jeff Maloy, Senior Vice President, Copernicus Marketing Consulting

Jeff Maloy has in-line experience at many of the world’s leading consumer packaged goods companies including Kraft, and has worked across industries to help clients understand how to develop highly effective and efficient programs that maximize sales and profits.

He rejoined Copernicus from Pinnacle Foods Corporation, a billion-dollar firm that has grown by acquiring well-known brands and introducing new products. Jeff served as the director of marketing on Aunt Jemima, a brand that's been a staple of American breakfast for over 100 years. As the director of marketing on the brand portfolio, he delivered top-line and bottom-line objectives via advertising, new product launches, pricing initiatives, and productivity improvements.

Prior to Pinnacle, Jeff worked for Eight O'Clock Coffee Company, where he grew distribution to new markets and channels, launched several new products, and developed a new advertising campaign, all resulting in significant top-line growth.
His consumer marketing experience also includes a stint at Kraft Foods where he held a variety of line management assignments. At the CPG giant, Jeff developed and implemented marketing programs for iconic brands, such as Jell-O, Cool Whip, Baker's Chocolate, and Breyer's.

Jeff leads large-scale strategy assignments for a variety of B2C and B2B clients including Bulova, Hershey’s, Kraft, and Lubrizol.

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