Sales and Marketing Roundtable: PURLs of Wisdom - How Personalized URLs Can Build Stronger Relationships with Customers

Regstration for this event is now closed.  Walk-in registration is available at the door on the day of the event.  


Accountability.  It’s a favorite concept for direct marketers.  And, whether you think of yourself as a direct marketer or not, with increasing competition and decreasing budgets, it has never been more important than it is today.  Everyone is charged with demonstrating positive campaign results, increased ROI, and maximized customer lifetime value.


Recently, savvy direct marketers have added PURLs – Personalized URLs – as campaign response mechanisms. PURLs have proven themselves both effective and cost efficient.  In fact, many marketers have found them to be invaluable for lead generation, as they:

• Increase response rates, up to 25% or more

• Create on-demand, on-the-fly fulfillment that’s more relevant

• Collect additional qualifying information about prospects

• Expedite sending pre-screened leads to sales

• And, track campaign results in real-time


But, there are applications for PURLs that go even further than lead generation.  With a dynamic PURL-based CCM (Customer Communication Management) system, you can streamline customer service and sales, effectively up-sell and cross-sell, meet and exceed customer expectations, and increase the lifetime value of each customer.


Join us for December’s interactive Roundtable, and learn more about how PURLs work … and smart, new ways you can put them to work for your organization.  Alexandra MacAaron, Creative Director & Queen B of B Direct Marketing Communications, will walk us through some of the principles of using PURLs in integrated media, highly-individualized 1:1 marketing.  Then, Joan Groleau, Americas Partner Marketing and Global Accounts for Progress Software, will explain how her team has implemented an innovative and tremendously successful PURL-based customer communication management solution.  




Speaker and Case Study Presenter:

Alexandra MacAaron, Creative Director & Queen B, B Direct Marketing Communications ( She has more than two decades of experience in direct marketing, advertising and new media communications in Boston and New York.  Agency positions have included Chief Operations Officer and Executive Creative Director for Direct Results Group/SourceLink; and Vice President/Creative Director positions for Berenson, Isham & Partners; Cuneo Sullivan Dolabany; and Redgate Communications.

Over the years, Alex has developed and implemented integrated marketing campaigns for dozens of technology clients, such as Cognos, an IBM Company; Kronos; Progress Software; Forrester Research; GTE Internetworking; Quaero; Protus; Wang; and Bull HN.

Alex is the recipient of dozens of advertising industry awards.  She has judged the Echo Awards, the Caples, and several regional shows.  She has also taught at local universities and frequently lectures for various New England associations.  Most recently, she was a featured speaker at the DMA’s Annual Conventions in New Orleans and Atlanta.

She is past President of the New England Direct Marketing Association, currently on its Board of Directors, and author of the book, The New Marketing Conversation, published by Southwestern Thomson.   And, in 2008, Alex was recognized as New England’s Direct Marketer of the Year.


As Director, Americas Partner Marketing and Global Accounts for Progress Software (, Joan Groleau develops and manages an organization whose mission is to create strategic empowerment and demand generation programs in support of the 2,000 application partners in the Progress Partner Ecosystem.  As Director, Joan aligns closely with the Progress field account teams and their partners to understand competitive pressures, industry trends, and specific partner business and technical needs.  The outcome is the creation and execution of a co-developed strategic marketing plan aligned to address the partners’ economic goals – and drive growth for partners and for Progress Software. 

Previous leadership roles include Director, Marketing Programs, Global Marketing for Pegasystems; and Senior Marketing Manager, Global Account Management at Genuity.  Prior to that, Joan was Director of ePartner Marketing and Manager, Strategic Marketing, Emerging Business Operations at GTE Internetworking.                                          

Joan is an experienced marketing professional with proven expertise in the development of marketing strategy, customer satisfaction and lead generation programs, channel partner and client relations, operations, and the training, development and management of teams.


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