| 1. |
Marketing Automation: Coming of Age Slowly (5 Pages)
by P.J. Jakovljevic
Jun 20, 2003
Abstract : Marketing is possibly the only remaining major business function yet to revise its core processes to take advantage of IT that can cut time, costs, and improve the quality of its operation. Nevertheless with marketing automation there are huge untapped opportunities for business improvement, given marketing has a unique vantage point in any enterprise to understand the customer needs, buying behavior, and value perception.
Type: Article
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| 2. |
A Positioning Process Helps Product Marketing Managers Do More (3 Pages)
by Lawson Abinanti
Feb 12, 2007
Abstract : Because product marketing managers constantly juggle competing priorities, companies should consider implementing a formal positioning process as a way of cloning their product marketing managers. Rationale documents and message strategies become vehicles that transfer product knowledge to marketing and sales.
Type: Article
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| 3. |
Vertical Marketing--What Is A Vertical? (4 Pages)
by Olin Thompson
Dec 9, 2004
Abstract : What is vertical marketing? Vertical marketing is product and promotion efforts targeted at specific industries. Many benefits are derived from vertical marketing. These include messages that are better received, credibility, marketing budgets that go farther, less competition, etc. A common mistake is the failure to understand the verticals you choose to target. The definition of a vertical is not what the vendor thinks; it is what the prospects think.
Type: Article
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| 4. |
Marketing Automation: Coming of Age Slowly (6 Pages)
by P.J. Jakovljevic
May 15, 2004
Abstract : Marketing is possibly the only remaining major business function yet to revise its core processes to take advantage of IT that can cut time, costs, and improve the quality of its operation. Nevertheless with marketing automation there are huge untapped opportunities for business improvement, given marketing has a unique vantage point in any enterprise to understand the customer needs, buying behavior, and value perception.
Type: Article
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| 5. |
Can the Market Sustain a Stand-Alone EMM? (3 Pages)
by Kevin Ramesan
May 6, 2004
Abstract : The new millennium has completely redrawn the IT industry map especially in the enterprise marketing management (EMM) sector. The number of independent marketing automation vendors has significantly shrunk. Names such as Xchange, MarketFirst, Annuncio, and Prime Response no longer exist. Amongst the few still operating is Aprimo. Their strategy primarily targets large customers from the financial services, technology, media and entertainment, pharmaceuticals, and manufacturing industries, and it pays. Aprimo just released its version 6.0 posed to help the vendor sustain the ongoing IT turmoil.
Type: Article
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| 6. |
New Product Delivers Spark to Online Marketing (3 Pages)
by D. Geller
May 10, 2000
Abstract : Responsys has announced public beta availability of a web-based application designed to let small and mid-sized firms conduct online permission marketing campaigns. The company offers free use of the product for small campaigns during the beta period.
Type: Article
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| 7. |
Should Uniqueness Vouch For Marketing Automation Niche Players? (7 Pages)
by P.J. Jakovljevic
Jun 28, 2003
Abstract : Unica's possibly unique set of broad and astute functional footprint and geographic coverage, easily-deployable product with proven quick payback may prove the fact that the marketing automation point providers with a differentiating value proposition and with immaculate execution may prevail the onslaught of larger packaged suite providers.
Type: Article
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| 8. |
The Seven Deadly Sins of Software Marketing (5 Pages)
by Joseph J. Strub
Oct 1, 2007
Abstract : Huge amounts of money are spent on marketing collateralﾗyou need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent.
Type: Article
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| 9. |
The Seven Deadly Sins of Software Marketing (5 Pages)
by Joseph J. Strub
Jul 9, 2007
Abstract : Huge amounts of money are spent on marketing collateralﾗyou need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent.
Type: Article
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