Developing A Cross-Sell Program In A B2B Environment
Join Heather Hudetz as she provides insights into developing a B2B cross sell program. Heather mentions the common pitfalls of executing cross sell programs and shares the five key step to implementing a successful B2B cross sell program through the use of a case study.
Co-Founder and Principal
The Red Group
Before co-founding The Red Group, Heather was Director, Product Marketing for a division of Wunderman Worldwide, KnowledgeBase Marketing. Overseeing the development and management of all data, processing, interactive, and database products, Heather was actively involved in numerous product launches, including the creation of an interactive suite. The suite included online data products, hygiene, analytics, deployment and consultative services.
Heather began her career at Metromail, serving as Marketing Manager for BehaviorBank, a national consumer survey, which focused on providing top pharmaceutical and consumer packaged goods organizations with key insight into their target base. Data insight helped to roll-out DTC programs, as well as provide intelligence during the process of transferring a prescription drug to OTC.
On the forefront of the Internet era, she successfully built a business model for bringing the survey online, and responsibly collect data in a pay for performance environment. The business model was widely adopted, and eventually acquired by Mypoints.com
Metromail was eventually acquired by Experian. During her Experian tenure Heather served as Director, Product Marketing and continued to oversee BehaviorBank, as well as many of the company’s other data and analytical products. Heather successfully grew her portion of the business by over 50 percent.
Heather is an active member of the Chicago Association of Direct Marketing (CADM), where she has held various positions within the association. Heather sat on an endowment committee for the ChicagoDMEF, formed to sponsor educational scholarships, and also sat on the board of Direct from the Heart, an organization matching skilled marketers with not-for-profit agencies.
Being a much respected marketer, Heather is a regular guest lecturer at numerous universities, and previously oversaw two Internet marketing projects for Northwestern University’s graduate program.
Heather received her undergraduate degree in Communications from Purdue University, and her Masters Degree in Direct Marketing from Northwestern University.