The Borenstein Group Unveils National Marketing Service Enabling Technology CEOs to Optimize Their Marketing Return On Investment (MROI).

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Today, The Borenstein Group (Borenstein) and its partner, Crestwood Associates, proudly unveiled Actionalize, innovative services targeted to technology companies. Actionalize, the new suite of marketing services, was specifically designed to help executive decision makers in technology companies more effectively manage and optimize their strategies and programs across the entire revenue generation lifecycle. Borenstein and Crestwood will provide CEOs with the strategic insights required to develop and manage groundbreaking marketing, advertising, promotional and PR programs.

Today, The Borenstein Group (Borenstein) and its partner, Crestwood Associates, proudly unveiled Actionalize, innovative services targeted to technology companies.

Actionalize, the new suite of marketing services, was specifically designed to help executive decision makers in technology companies more effectively manage and optimize their strategies and programs across the entire revenue generation lifecycle. Borenstein and Crestwood will provide CEOs with the strategic insights required to develop and manage groundbreaking marketing, advertising, promotional and PR programs. Central to the Actionalize program is the strong link to ROI in every program and evaluation. This is further supported by custom-built executive dashboards to help monitor both new customer acquisition and customer retention results. In a clear break from the traditional ad agency model, The Borenstein Group will offer this ROI-based program as a built-in module of its marketing and public relations services.

A survey, conducted in November 2004 by Chief Marketing Officer (CMO) Council, revealed the increasing disconnect between marketing and advertising investments and their grasp of tangible MROI (Marketing Return on Investment). Gal Borenstein, President of The Borenstein Group, stated, “With tighter budgets and augmented marketing channels, CEOs feel an even stronger need to ensure that their dollars are working hard.” Actionalize will offer CEOs the tangible ability to benchmark, deploy, measure and optimize their marketing programs the very same way they would any strategic plan. Edgar Kully, Managing Principal of Crestwood Associates added, “There are higher demands than ever on marketers today to employ bold marketing, yet without disciplined knowledge and feedback, these programs could be riskier than ever.”

The new service offering was conceived by The Borenstein Group, a national technology marketing, advertising, branding, and public relations agency headquartered in Northern Virginia, and its strategic partner, Crestwood Associates, a Seattle-based market research and strategy firm. The two firms have joined forces to create this national service offering in response to the dire need for a new advertising agency service model that promotes accountability and results-driven thinking in creative, branding, and public relations services. Gal Borenstein stated, “In our experience, technology executives are having a hard time justifying marketing program results. By infusing strategic benchmarks and monitoring across the lifecycle of marketing programs, regardless of the technology company’s size, we are offering companies the opportunity to take the mystery out of marketing and make their creativity a science.” Borenstein added, “The Borenstein Group intends to take a national leadership role in reshaping the attitude of our industry when it comes to working with technology companies. Our message is simple; we are entrusted to leverage your best strategic assets. By infusing our ROI measurement model, you won’t blow your entire marketing budget on meaningless marketing programs. ”

The Borenstein Group intends to focus its efforts on marketing to managers of technology companies in the specialty areas of software, information technology, telecommunications, systems integration, and biotechnology.

About The Borenstein Group

Founded in 1994, The Borenstein Group is a national integrated branding, marketing communications, advertising, and public relations agency serving the strategic needs of technology companies. Its sector specialty areas include telecommunications, systems integration, information technology, software, and biotech. With headquarters in Northern Virginia, The Borenstein Group’s mission is to develop, build, deploy, and maintain creative technology brands in tough-to-crack vertical and horizontal markets through the fusion of strategic positioning and effective business communications. The Borenstein Group’s current clients include Marconi, MicroPact, Spherix, InfinityQS International, CR Software, Resource Consultants, Leros Technologies, Innovative Business Technology, Marlin Integrated Capital Holdings, and Asset Performance Networks. For more information, log on to http://www.borenstein-online.com

About Crestwood Associates

Founded in 1987, Crestwood Associates facilitates new marketing strategies, including positioning, pricing, new markets and customer satisfaction through market insights. With headquarters in Kirkland, WA, Crestwood Associates has focused its efforts in the technology, telecommunications and online industries. Supporting clients with its unique project teams of marketing and research professionals, Crestwood’s current clients include Microsoft, Marconi, BSquare, AT&T Wireless and GreenPoint Financial. For more information, log on to http://www.crestwoods.com

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