Conversations around ROI usually begin and end with one thing: money.

This is perfectly reasonable, of course. After all, the term is a financial metric. 

However, viewing ROI exclusively as a monetary metric in what is soon to be 2026 feels a bit shortsighted.  So what does it take to consistently connect marketing to revenue? 

According to what NetLine’s general manager, David Fortino, shared at B2B Forum 2024, ROI is no longer simply about “return on investment”—it’s also about Resonance, Originality, and Impact. 

This broader view of ROI highlights the emotional, creative, and strategic elements that define successful marketing in practice. And this is precisely what the Revenue Impact category aims to recognize.

Let’s Meet the Winners in The Luna’s 2025 Revenue Impact Category

The Revenue Impact category of The 2025 Luna’s honors marketing programs that do more than deliver leads or move metrics—they create lasting, measurable business value. These winners have shown how great storytelling, executed with precision, becomes a direct contributor to growth.

The 2025 Revenue Impact honorees—DataBee, a Comcast Company, and TE Connectivity—have proven this philosophy in action. 

Their work reflects a deep understanding of each brand’s audience, differentiated execution, and a clear connection to revenue outcomes. By making every marketing touchpoint intentional and value-driven, they’ve advanced the role of marketing as a true business driver while simultaneously elevating the brand.

Revenue Impact Award Winners

• Atlassian
• DataBee, a Comcast Company
• Corelight
• Just Global
• Kepler Group
• Mediaplus
• Rootstock
• TE Connectivity
• Zeta Global

To gain greater perspective on what makes these organizations succeed, we spoke with Suzanne Levy, Director of Demand Generation for DataBee, and Laetitia Donovan, Sr. Manager, Marketing for TE Connectivity.

Resonance: Rooted in Relevance and Real Human Insight

When asked how they create marketing that resonates, the Revenue Impact winners shared a simple but powerful idea: start with the audience, and don’t assume anything.

The strongest content isn’t produced in isolation. It’s shaped by real conversations, frontline insights, and a clear understanding of what the buyer actually needs. For both DataBee and TE Connectivity, resonance begins with relevance—and relevance comes from listening.

Suzanne Levy of DataBee described how their team grounds every piece of content in specific, observable challenges.

“Our content is rooted in the real challenges and interests of our target audience—focusing on areas where DataBee can provide meaningful solutions.”

This approach ensures that the brand’s message is purposeful. Educational, yes—but also tailored to build trust with clients, analysts, and influencers alike. It’s how the team moves beyond surface-level messaging and into something that supports longer-term relationships.

At TE Connectivity, Laetitia Donovan takes a similar stance, especially when speaking to technical audiences with highly specialized pain points.

“Understanding the pain points of engineers and decision-makers helps us craft content that resonates and drives action.”

Each brand views resonance as a twofold victory: half creative and half strategic. They earn attention by being specific, deliver value by being useful, and maintain momentum by staying aligned with the real-world concerns of the people they serve.

This isn’t about filling channels. It’s about showing up with something worth reading, watching, or sharing—because it reflects what the audience cares about right now.

Originality: Breaking Through with Intentional Creativity

Everyone hopes that their ideas, perspectives, and outputs are original. It’s never easy. But that’s where success finds its origins. 

The Revenue Impact winners shared that distinction, for them, doesn’t come from being louder, but from being more precise. They pointed to clarity over theatrics. 

For TE Connectivity, originality starts with understanding how buyers move through their journey—and responding accordingly. “We must create differentiation through personalization and a clear understanding of the audience behaviors along the customer journey,” Laetitia Donovan said. The goal isn’t to surprise for surprise’s sake, but to deliver messaging that feels intentionally designed for the moment and the audience.

That discipline shows up in how campaigns are structured and measured. Personalization, targeting, and behavioral insight work together to create programs that feel specific rather than broad, and deliberate rather than generic.

At DataBee, originality is shaped by a similar mindset. Their team focuses on evolution (testing, refining, and improving) without losing sight of what the audience expects from the brand. “We prioritize content that is educational and engaging,” Suzanne Levy said. “Balanced by a sophisticated marketing operations system that enables us to measure performance, optimize messaging, and continuously improve our programs.”

Each brand treats originality as a product of focus and follow-through. The work stands apart because it reflects clear thinking, informed decisions, and a willingness to adapt—resulting in campaigns that feel distinct, purposeful, and built to perform.

Impact: Creating Real, Measurable Business Value

In terms of impact, the Revenue Impact winners were clear: it has to be measured in business terms. 

Attention is important. Engagement is valuable. But neither matters unless they help move the business forward.

TE Connectivity’s marketing team starts every program with cross-functional alignment. Impact is baked into the process, not added at the end. “We start every initiative by aligning with sales and product teams to define clear business outcomes,” says Laetitia Donovan. “Whether it’s pipeline acceleration, lead quality, or market penetration.”

From there, the team uses performance dashboards to monitor progress in real time—focusing on the metrics that actually signal momentum, not just activity.

Databee’s goal is to balance innovation with performance and creativity, hoping to achieve impact through constant calibration.“This combination [of creativity and measurement] ensures our efforts are both innovative and tied directly to business outcomes,” Suzanne Levy says.

Each team treats impact as a shared responsibility between marketing, sales, and strategy. Clearly, their focus isn’t about volume or vanity, but qualified leads, an accelerated pipeline, and a measurable contribution to growth.

Lessons from Revenue-Focused Marketers

Asked what advice they’d share with marketers looking to elevate their impact, both Levy and Donovan pointed to the value of balance, experimentation, and alignment.

“Lean on proven strategies that have delivered results, but also carve out time and resources to experiment with new approaches… Continuous learning and experimentation are essential to staying relevant and driving impact.”
— Suzanne Levy

“Build trust by showing how marketing contributes to driving incremental growth… Don’t just report on clicks—connect the dots to qualified leads, opportunities, and closed-won deals.”
— Laetitia Donovan

It’s this blend of strategic rigor and creative courage that defines their programs—and helps their work stand up to both marketing and business scrutiny.

The Role NetLine Played

Both winners cited NetLine as a key partner in their success—especially when it came to scaling programs and connecting content to pipeline.

“NetLine has been a valuable partner for DataBee. They take the time to understand our business—both strategically and tactically—and they consistently align programs with our goals.”
— Suzanne Levy

For these teams, NetLine has gone beyond delivery—it’s contributed directly to resonance, originality, and impact by supporting tailored distribution, delivering intent insights, and adapting programs to match business goals.

“NetLine has been instrumental in scaling our content syndication efforts. The platform allows us to reach niche technical audiences with precision, and the lead-level intent data helps our sales team prioritize outreach.”
— Laetitia Donovan

Final Thoughts: The Real ROI

The 2025 Revenue Impact winners reflect what modern marketing success looks like: grounded in strategy, powered by insight, and unapologetically accountable.

By embracing Resonance, Originality, and Impact as critical elements of ROI, DataBee and TE Connectivity have shown how to transform content into growth. Their work is a roadmap for marketers looking to build smarter, sharper, and more business-connected campaigns—without sacrificing creativity or customer focus.

Congratulations to Suzanne, Laetitia, and their teams on this well-earned recognition. Your programs represent the future of performance marketing—not as a cost center, but as a core driver of business success.