b'A Closer Look at theMarketing DepartmentBy Damion MartinThe marketing function at ACCO has largely been focused on brand management and market analysis since its inception in 2011. Initially, the priority was to bring the various brand interpretations together to form a single strong brand image that communicated ACCOs size and sophistication. That same level of analysis and care continues today. The past decade has also seen the creation of a robust market analysis database that was bornFROM LEFT: DAMION MARTIN, DIRECTOR, CORPORATE MARKETING, ALONG WITH TOMMY OSBURN, MARKETING from an ask that John Hansen, former ACCOCOORDINATOR AND RYAN FELIX, MARKETING MANAGERPresident, Northern Region, when the Marketing function was created at ACCO.33% on converting those into revenue for ACCO, said Ryan Felix, Manager, Corporate Marketing. The first one was Market Segment Analysis for aEach month these digital marketing efforts are handful of our customer segments and products,adding roughly $276,000 in sales opportunities said Damion Martin, Director, Corporate Marketing.and are resulting in just under $115,000 in added revenue for the sales teams.These remain as pillars of the marketing function today, but in the beginning of fiscal year 2022, This approach to marketing involves the the marketing team expanded its focus to includeimplementation of activities and tools that helps assisting the Facility Service Groups goal ofscale the approach to the entire footprint.boosting sales opportunity and revenue growth.They have utilized tools such as artificial intelligence (AI) for content generation, digital By focusing on aligning the sales and marketingmarketing tracking and attribution platforms, teams to create collaborative priorities thewebsite content management platforms,expectation is that ACCO will see increasedrobust market intelligence reports, photography opportunities from both new and existingand videography. customers and improved hit rates on the bids resulting from marketings efforts.In fiscal year 2023, we worked with the Facility Service sales managers to understand what type In the first nine months of this effort, we haveof content their customers likely needed to see. seen an increase of $2.5 million in Facility ServiceThe key to success with this marketing approach sales opportunities. On average, one in fiveis to tell the potential customers what services we inbound leads turn into a bid opportunity, and the sales teams have seen a successful hit rate ofCONTINUED ON PAGE 3016|Spring 2024'