VIDEO: Marketing Services Council chairman Michael Hurley previews kick-off meeting
June 6, 2012 - On June 20, ABM will host the kick-off meeting at its headquarters in New York City for its new Marketing Services Council, chaired by Michael Hurley, vice president of corporate sales at Hanley Wood. In a video interview with ABM, Hurley outlined his goals for the council and what he would like to see from participating members, as well as the steps he thinks b-to-b media companies need to take to capitalize on the emerging opportunity with marketing services.
“The term ‘custom publishing’ is gone, it’s really about custom content,” says Hurley. “The difference between a company offering a real go-to-market solution and once that’s offering an add-on is how we integrate that in our offerings. Is it something that sits off to the side or is it connected to media and trade shows? How do we use data to supplement the use of those marketing services and how do we use data to measure how well we’re doing?”
Hurley says that marketers today aren’t looking for just a list of services. “Marketers are looking for companies to work collaboratively with agencies and other marketing partners—how do you pull that all together for a client? It’s difficult for the client if the companies they are supposed to be working with are vying for the same small amount of dollars.”
Watch the entire video interview below.