John Nordberg, who oversees creative services for B-to-B marketing for the telecom giant, explains how his company is luring past customers into the fold again with an aggressive mail win-back program.

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Dell executive John Klemets and Merkle Inc. analytics expert Nancy Gifford explain how the computer maker uses marketing to enhance consumers’ shopping experiences and to cross-sell and upsell in a tough business climate.

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Jeff Meyer, senior vice president and sales, explains how the company behind many live family entertainment shows updates traditional direct mail strategies to keep the turnstiles moving at its kid-oriented performances.

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Dan Sackrowitz, vice president of marketing and business development, explains how the clothing maker mixes media to get the most out of its marketing budget at a time when consumers are tightening their belts.

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CMO Council executives Donovan Neale-May and Liz Miller warn brands against making hasty program cuts and offer ways for marketers to identify potentially lucrative new opportunities.