The Challenge In early 2016, Metro Exhibits re-evaluated the tools and services within their existing marketing technology stack. As a result, they found email to be their most effective channel in terms of engaging and converting net new contacts. Unfortunately, they found that the data fueling their marketing campaigns was incomplete, outdated, and overall inaccurate. While email marketing proved to be effective for Metro Exhibits, without the influx of accurate and complete data for net new contacts, they were unable to scale their success. The Solution “As a company that supports events and trade shows, our target market is always expanding which is why we consider net new contacts to be our holy grail” explained James Gibson, Digital Marketing Director at Metro Exhibits. “W

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