b'MARKETING DEPARTMENTBy focusing on aligning the contd. sales and marketing teams to offer, and why it is important that they seek helpcreate collaborative priorities from ACCO, said Tommy Osburn, Coordinator, Corporate Marketing. the expectation is that ACCO Using generative AI, Marketing creates initialwill see increased opportunities draft content on important topics and then works with ACCO subject matter experts tofrom both new and existing fine-tune the messaging and value propositions that will resonate with the target customers.customers, and improved hit Using ACCOs previous enterprise system, IFS, and a combination of customer relationshiprates on the bids resulting from management (CRM) and email marketing platforms, the team can segment existingMarketings efforts.customers and potential customers by several characteristics like location and vertical market Damion Martintype. The team can then create multiple campaigns that feature content specific to the characteristic segments. That content getscovering all aspects of our business of interest to packaged up and distributed via channels likecustomers, potential customers, industry partners, email, LinkedIn and ACCOs website.employees and potential employees.To date more than 10,000 current and potentialThe department has also started a program facility service customers have received roughlyto encourage employees to become ACCO two dozen emails about different aspects ofInfluencers by posting authentic contentACCOs service capabilities, and metrics showabout their experiences working at ACCO andthat the results are consistently in line with theits subsidiaries. comprehensive performance metrics across all email marketing in all industries.ACCO typically is in the top four mechanical contractors on LinkedIn in terms of audienceMarketing has also placed a significant focus onsize, audience growth and audience engagement. LinkedIn as our preferred social media channel.On average, ACCOs content gets roughlyThrough collaboration with the Safety, Human68% more engagement per post than companies Resources, and Corporate Communicationslike Southland Industries, McKinstry andteams, Marketing has built out an editorial calendarMurray Company. 30|Spring 2024'