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100 Words or Less: Connect with chief marketers

Jul 1, 2010 12:00 AM

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“Printers might hold the Holy Grail for marketing executives, but fall flat when ask to articulate their value. To avoid the commodity trap, the first step to success is to speak the marketer's language. A perfect example is the term ‘digital.’ Printers use digital to talk about high-speed color inkjet. Marketers refer to digital as anything on the Internet. This can be a costly miscommunication. My advice is simple: Get educated. Sites such as the provide great platforms to learn. To reap the benefits of providing the Holy Grail today, start speaking your customer's language!” — Lee Gallagher, director of precision marketing solutions, InfoPrint Solutions Co. (