Interview with 2014 CMO Award Winner Steve Fuller of LL Bean

“L.L. Bean has been in the direct marketing game for over 100 years having issued its first mail order catalog way back in 1912. Since then it has learned a thing or two about customer acquisition, building loyalty and marketing mix optimization. In that context, it wasn’t too surprising that current L.L. Bean CMO Steve Fuller talked about getting the “basics right” while simultaneously capitalizing on the latest digital marketing techniques like programmatic.
In our conversation below, Steve is refreshingly honest, sharing accomplishments and…