Conversations round ROI often start and finish with one factor: cash.
That is completely cheap, in fact. In any case, the time period is a monetary metric.
Nonetheless, viewing ROI solely as a financial metric in what’s quickly to be 2026 feels a bit shortsighted. So what does it take to constantly join advertising and marketing to income?
In response to what NetLine’s common supervisor, David Fortino, shared at B2B Discussion board 2024, ROI is not merely about “return on funding”—it’s additionally about Resonance, Originality, and Impression.
This broader view of ROI highlights the emotional, inventive, and strategic parts that outline profitable advertising and marketing in apply. And that is exactly what the Income Impression class goals to acknowledge.
Let’s Meet the Winners in The Luna’s 2025 Income Impression Class
The Income Impression class of The 2025 Luna’s honors advertising and marketing packages that do greater than ship leads or transfer metrics—they create lasting, measurable enterprise worth. These winners have proven how nice storytelling, executed with precision, turns into a direct contributor to progress.
The 2025 Income Impression honorees—DataBee, a Comcast Firm, and TE Connectivity—have confirmed this philosophy in motion.
Their work displays a deep understanding of every model’s viewers, differentiated execution, and a transparent connection to income outcomes. By making each advertising and marketing touchpoint intentional and value-driven, they’ve superior the function of promoting as a real enterprise driver whereas concurrently elevating the model.
Income Impression Award Winners
To achieve higher perspective on what makes these organizations succeed, we spoke with Suzanne Levy, Director of Demand Era for DataBee, and Laetitia Donovan, Sr. Supervisor, Advertising and marketing for TE Connectivity.
Resonance: Rooted in Relevance and Actual Human Perception
When requested how they create advertising and marketing that resonates, the Income Impression winners shared a easy however highly effective thought: begin with the viewers, and don’t assume something.
The strongest content material isn’t produced in isolation. It’s formed by actual conversations, frontline insights, and a transparent understanding of what the customer really wants. For each DataBee and TE Connectivity, resonance begins with relevance—and relevance comes from listening.
Suzanne Levy of DataBee described how their workforce grounds every bit of content material in particular, observable challenges.
“Our content material is rooted in the true challenges and pursuits of our audience—specializing in areas the place DataBee can present significant options.”
This method ensures that the model’s message is purposeful. Instructional, sure—but in addition tailor-made to construct belief with purchasers, analysts, and influencers alike. It’s how the workforce strikes past surface-level messaging and into one thing that helps longer-term relationships.
At TE Connectivity, Laetitia Donovan takes an analogous stance, particularly when talking to technical audiences with extremely specialised ache factors.
“Understanding the ache factors of engineers and decision-makers helps us craft content material that resonates and drives motion.”
Every model views resonance as a twofold victory: half inventive and half strategic. They earn consideration by being particular, ship worth by being helpful, and keep momentum by staying aligned with the real-world issues of the folks they serve.
This isn’t about filling channels. It’s about exhibiting up with one thing price studying, watching, or sharing—as a result of it displays what the viewers cares about proper now.
Originality: Breaking By means of with Intentional Creativity
Everybody hopes that their concepts, views, and outputs are authentic. It’s by no means straightforward. However that’s the place success finds its origins.
The Income Impression winners shared that distinction, for them, doesn’t come from being louder, however from being extra exact. They pointed to readability over theatrics.
For TE Connectivity, originality begins with understanding how consumers transfer by means of their journey—and responding accordingly. “We should create differentiation by means of personalization and a transparent understanding of the viewers behaviors alongside the client journey,” Laetitia Donovan stated. The purpose isn’t to shock for shock’s sake, however to ship messaging that feels deliberately designed for the second and the viewers.
That self-discipline exhibits up in how campaigns are structured and measured. Personalization, focusing on, and behavioral perception work collectively to create packages that really feel particular slightly than broad, and deliberate slightly than generic.
At DataBee, originality is formed by an analogous mindset. Their workforce focuses on evolution (testing, refining, and enhancing) with out shedding sight of what the viewers expects from the model. “We prioritize content material that’s academic and fascinating,” Suzanne Levy stated. “Balanced by a classy advertising and marketing operations system that allows us to measure efficiency, optimize messaging, and repeatedly enhance our packages.”
Every model treats originality as a product of focus and follow-through. The work stands aside as a result of it displays clear pondering, knowledgeable choices, and a willingness to adapt—leading to campaigns that really feel distinct, purposeful, and constructed to carry out.
Impression: Creating Actual, Measurable Enterprise Worth
When it comes to affect, the Income Impression winners have been clear: it must be measured in enterprise phrases.
Consideration is vital. Engagement is efficacious. However neither issues until they assist transfer the enterprise ahead.
TE Connectivity’s advertising and marketing workforce begins each program with cross-functional alignment. Impression is baked into the method, not added on the finish. “We begin each initiative by aligning with gross sales and product groups to outline clear enterprise outcomes,” says Laetitia Donovan. “Whether or not it’s pipeline acceleration, lead high quality, or market penetration.”
From there, the workforce makes use of efficiency dashboards to observe progress in actual time—specializing in the metrics that really sign momentum, not simply exercise.
Databee’s purpose is to stability innovation with efficiency and creativity, hoping to attain affect by means of fixed calibration.“This mix [of creativity and measurement] ensures our efforts are each modern and tied on to enterprise outcomes,” Suzanne Levy says.
Every workforce treats affect as a shared duty between advertising and marketing, gross sales, and technique. Clearly, their focus isn’t about quantity or self-importance, however certified leads, an accelerated pipeline, and a measurable contribution to progress.
Classes from Income-Targeted Entrepreneurs
Requested what recommendation they’d share with entrepreneurs trying to elevate their affect, each Levy and Donovan pointed to the worth of stability, experimentation, and alignment.
“Lean on confirmed methods which have delivered outcomes, but in addition carve out time and assets to experiment with new approaches… Steady studying and experimentation are important to staying related and driving affect.”
— Suzanne Levy
“Construct belief by exhibiting how advertising and marketing contributes to driving incremental progress… Don’t simply report on clicks—join the dots to certified leads, alternatives, and closed-won offers.”
— Laetitia Donovan
It’s this mix of strategic rigor and inventive braveness that defines their packages—and helps their work stand as much as each advertising and marketing and enterprise scrutiny.
The Function NetLine Performed
Each winners cited NetLine as a key associate of their success—particularly when it got here to scaling packages and connecting content material to pipeline.
“NetLine has been a priceless associate for DataBee. They take the time to know our enterprise—each strategically and tactically—they usually constantly align packages with our targets.”
— Suzanne Levy
For these groups, NetLine has gone past supply—it’s contributed on to resonance, originality, and affect by supporting tailor-made distribution, delivering intent insights, and adapting packages to match enterprise targets.
“NetLine has been instrumental in scaling our content material syndication efforts. The platform permits us to achieve area of interest technical audiences with precision, and the lead-level intent knowledge helps our gross sales workforce prioritize outreach.”
— Laetitia Donovan
Remaining Ideas: The Actual ROI
The 2025 Income Impression winners replicate what trendy advertising and marketing success seems to be like: grounded in technique, powered by perception, and unapologetically accountable.
By embracing Resonance, Originality, and Impression as crucial parts of ROI, DataBee and TE Connectivity have proven rework content material into progress. Their work is a roadmap for entrepreneurs trying to construct smarter, sharper, and extra business-connected campaigns—with out sacrificing creativity or buyer focus.
Congratulations to Suzanne, Laetitia, and their groups on this well-earned recognition. Your packages signify the way forward for efficiency advertising and marketing—not as a value heart, however as a core driver of enterprise success.
