The Roundtable: Marketing Moves

Roundtable participants, from left to right in video: Chloe Jones (Monadnock Paper Mills), Jim Benedict (ENPOINTE), Betsy Davis (Sandy Alexander), David Murphy (Nvent Marketing)

There are many insightful and interesting moments in this Dscoop Roundtable discussion among four marketing leaders in the print industry. They share specific strategies for standing out, building brands and supporting sales. It's an energizing half hour of real-world tactics and honest talk about what works (and doesn't) in print marketing today.

One recurring theme was the challenge of getting noticed and building credibility in a crowded market. The group explored how differentiation comes from strategic branding decisions, understanding your ideal client and creating compelling campaigns that reflect your company’s unique strengths. They each reflected on the process of defining — and refining — their brand identity over time, including major rebranding efforts to keep their visuals and messaging fresh.

The discussion also addressed how younger generations consume information and engage with marketing differently. The marketing leaders emphasized the importance of educating younger team members and prospects about the value of print and direct mail, which many Gen Z and millennial audiences aren’t as familiar with. There was shared interest in creating modern, multi-channel campaigns that integrate print and digital storytelling.

Importantly, technology and tools came up as well, with panelists weighing in on CRMs, automation platforms and content development software. Rather than relying on every trendy tool, the group emphasized intentionality — making sure tools align with specific marketing goals and don’t just create more noise. They shared ideas for supporting sales teams with better collateral, videos and data-driven materials.