Conversations round ROI normally start and finish with one factor: cash.
That is completely cheap, in fact. In spite of everything, the time period is a monetary metric.
Nonetheless, viewing ROI completely 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?
Based on what NetLine’s basic supervisor, David Fortino, shared at B2B Discussion board 2024, ROI is not merely about “return on funding”—it’s additionally about Resonance, Originality, and Affect.
This broader view of ROI highlights the emotional, artistic, and strategic components that outline profitable advertising and marketing in follow. And that is exactly what the Income Affect class goals to acknowledge.
Let’s Meet the Winners in The Luna’s 2025 Income Affect Class
The Income Affect 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 development.
The 2025 Income Affect 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 position of selling as a real enterprise driver whereas concurrently elevating the model.
Income Affect Award Winners
To achieve better 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 Affect winners shared a easy however highly effective concept: 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 client really wants. For each DataBee and TE Connectivity, resonance begins with relevance—and relevance comes from listening.
Suzanne Levy of DataBee described how their crew grounds each piece of content material in particular, observable challenges.
“Our content material is rooted in the true challenges and pursuits of our target market—specializing in areas the place DataBee can present significant options.”
This strategy ensures that the model’s message is purposeful. Academic, sure—but additionally tailor-made to construct belief with shoppers, analysts, and influencers alike. It’s how the crew strikes past surface-level messaging and into one thing that helps longer-term relationships.
At TE Connectivity, Laetitia Donovan takes an identical 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 artistic and half strategic. They earn consideration by being particular, ship worth by being helpful, and preserve momentum by staying aligned with the real-world considerations of the folks they serve.
This isn’t about filling channels. It’s about displaying up with one thing value studying, watching, or sharing—as a result of it displays what the viewers cares about proper now.
Originality: Breaking Via 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 Affect 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 patrons transfer by way of their journey—and responding accordingly. “We should create differentiation by way of personalization and a transparent understanding of the viewers behaviors alongside the shopper journey,” Laetitia Donovan stated. The aim 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, concentrating on, and behavioral perception work collectively to create packages that really feel particular fairly than broad, and deliberate fairly than generic.
At DataBee, originality is formed by an identical mindset. Their crew focuses on evolution (testing, refining, and enhancing) with out dropping sight of what the viewers expects from the model. “We prioritize content material that’s instructional and fascinating,” Suzanne Levy stated. “Balanced by a complicated advertising and marketing operations system that allows us to measure efficiency, optimize messaging, and constantly 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.
Affect: Creating Actual, Measurable Enterprise Worth
When it comes to influence, the Income Affect winners had been clear: it must be measured in enterprise phrases.
Consideration is essential. Engagement is effective. However neither issues except they assist transfer the enterprise ahead.
TE Connectivity’s advertising and marketing crew begins each program with cross-functional alignment. Affect 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 crew makes use of efficiency dashboards to observe progress in actual time—specializing in the metrics that really sign momentum, not simply exercise.
Databee’s aim is to stability innovation with efficiency and creativity, hoping to realize influence by way of fixed calibration.“This mix [of creativity and measurement] ensures our efforts are each revolutionary and tied on to enterprise outcomes,” Suzanne Levy says.
Every crew treats influence as a shared accountability between advertising and marketing, gross sales, and technique. Clearly, their focus isn’t about quantity or vainness, however certified leads, an accelerated pipeline, and a measurable contribution to development.
Classes from Income-Targeted Entrepreneurs
Requested what recommendation they’d share with entrepreneurs seeking to elevate their influence, each Levy and Donovan pointed to the worth of stability, experimentation, and alignment.
“Lean on confirmed methods which have delivered outcomes, but additionally carve out time and sources to experiment with new approaches… Steady studying and experimentation are important to staying related and driving influence.”
— Suzanne Levy
“Construct belief by displaying how advertising and marketing contributes to driving incremental development… 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 artistic braveness that defines their packages—and helps their work stand as much as each advertising and marketing and enterprise scrutiny.
The Position 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 precious associate for DataBee. They take the time to know our enterprise—each strategically and tactically—they usually constantly align packages with our objectives.”
— Suzanne Levy
For these groups, NetLine has gone past supply—it’s contributed on to resonance, originality, and influence by supporting tailor-made distribution, delivering intent insights, and adapting packages to match enterprise objectives.
“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 information helps our gross sales crew prioritize outreach.”
— Laetitia Donovan
Last Ideas: The Actual ROI
The 2025 Income Affect winners replicate what fashionable advertising and marketing success appears to be like like: grounded in technique, powered by perception, and unapologetically accountable.
By embracing Resonance, Originality, and Affect as important components of ROI, DataBee and TE Connectivity have proven the best way to remodel content material into development. Their work is a roadmap for entrepreneurs seeking 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 characterize the way forward for efficiency advertising and marketing—not as a price heart, however as a core driver of enterprise success.
