Joe Cumello

Telecom equipment provider and network specialist Ciena Corp. wanted to expand its footprint into segments such as broadband and the triple play of voice, video and data line. To do so, it had to effectively reach the top decision makers in the industries it serves. In the process of meeting this challenge, it shifted its focus from sales force-oriented customer acquisition efforts to a more integrated approach to marketing. Target Marketing spoke with Joe Cumello, Ciena’s director of marketing, about the recent success of its voice/video/data campaign aimed at C-level executives in the telecommunications industry. Target Marketing: What objectives did you set for your voice/video/data

Joe Cumello, Ciena Corp. Telecom equipment provider and network specialist Ciena Corp. wanted to expand its footprint into segments such as broadband and the triple play of voice, video and data line. To do so, it had to effectively reach the top decision makers in the industries it serves. In the process of meeting this challenge, it shifted its focus from sales force-oriented customer acquisition efforts to a more integrated approach to marketing. Target Marketing spoke with Joe Cumello, Ciena's director of marketing, about the recent success of its voice/video/data campaign aimed at C-level executives in the telecommunications industry. Target Marketing: What

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