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As president of LiveIntent, Dave Hendricks devises corporate strategies and tries to simplify marketing language. Before growing LiveIntent, Dave was executive vice president (EVP) of operations at PulsePoint (then known as Datran Media), where he worked alongside LiveIntent chief executive (CEO) Matt Keiser and ran Datran's ESP StormPost (nka PostUp). A member of the founding executive team at ExperianCheetahMail, Dave began his email adventure at Pioneering ESP MessageMedia. Dave was named one of Business Insider's "Top 100 Technologists" in 2011 and Alley Watch claimed he was one of 15 people "changing advertising" in 2014. He plays electric guitar and you should follow him on Twitter @davehendricks.

By Dave Hendricks Like many marketers today, you have probably heard that Web site banner ads are a dead marketing format. The next big thing is e-mail marketing. "It's all about customer relationship management, or CRM," you're told: If you don't establish an online relationship with your customers—and fast—your competition will eat your lunch. So now you're amassing the biggest e-mail list you can manage. Your goal? You want to try to get visitors to sign up. What for? More information and offers. Next? Monetize them, perhaps by acquiring individuals' permission to send the infamous "third-party offers from like-minded partners." Profiting

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