Business View Civil & Municipal l November 2022

19 CIVIL AND MUNICIPAL VOLUME 3, ISSUE 9 CAL I FORNI A BUS INESS PROPERT I ES ASSOC I AT ION companies. “In the past technology investments were for tech, Silicon Valley companies, but we’ve all had to adapt,” says Claiborne. “We have expanded our use of a B2B artificial intelligence platform, and that helps us pinpoint companies that are poised to expand. We have invested in a marketing automation platform tool that allows us to connect with hundreds of leads in a short amount of time and still have a personalized touch. We’ve invested in a CRM that allows us to keep track of our various projects, and our internal stakeholders within the region. I think those investments, from an internal operation standpoint, allow us to do our jobs better and quicker.” Taking a direct approach, Greater Portland Inc reaches out to potential companies, cutting out the middleman, which Claiborne maintains is also work with the public sector to secure land incentives, and workforce development, those are public entities that support the private sector.” While GPI works to attract new business, and support the expansion of existing companies, Claiborne acknowledges that the organization’s main role is to “tout the competitiveness of the region.” She elaborates, “We are marketing our region to executives, as well as talent, to come here.” This effort was strengthened during COVID, with enhanced digital marketing opportunities and technology. Noting that Greater Portland Inc adapted quickly to new technologies and working virtually during the pandemic, she emphasizes that technology investments during this time were seen across the board, from small mom-and-pop businesses to larger