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PPC Associates continues its popular interview series with some of the titans of digital marketing. Today’s marketing morsels come courtesy of Marc Poirier, co-founder and EVP of Business Development at Acquisio and one of very few people who enjoy the ads in election season.

Name: Marc Poirier

Title: Co-Founder and EVP

Company: Acquisio

What’s the first metric you check when you start work for the day?

I review leads and lead scores from the previous day by source and campaign. 

What’s one metric you rarely bother to check? 

View-Through Conversions from Facebook Exchange.

If you had 10 million dollars to invest and you could invest in Google

or Facebook stock, which would you pick, and why? 

$10 million is a lot of money. I suppose if I have to choose one, I would invest in Facebook; I believe they are just scratching the surface as a marketing platform.

What do you think will be the most important marketing platform in 10


Acquisio, of course.

What’s your favorite advertising campaign (e.g. Betty White Super

Bowl ad, Got Milk billboard, etc.)? 

Political Parties thrashing each other.

What are the three most important qualities of a good account manager?

– Empathy

– Math skills

– Rigor

If anything keeps me up at night worrying about my company, it’s…

The pace of innovation of the digital media industry.

What’s the one marketing lesson you wish you had learned earlier?

It’s at least as important to craft a brand as it is to generate leads for sales.

If you could invest in one marketing technology company, which would it be and why?

Acquisio. Do I really have to say why? 😉

In three words or fewer: the future of SEM is…?