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Abstract:
Most companies create a new marketing plan every 12 months. At the same time, they should audit their message strategy to
stay on top of competitors’ marketing and to have confidence that they are delivering the right message to their market. (...)
Excerpt related to
marketing communications:
... The key to successful positioning is to consistently execute your message strategy in all your marketing
communications, and then repeat it, over and over. ...
Published:
2008-09-01
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Abstract:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This case study explains why it's important to dig deeper when a company of interest to you changes its marketing
campaign. (...)
Excerpt related to
marketing communications:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This ...
Published:
2006-01-05
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Abstract:
In today’s fast-paced marketplace, communications must support the buying process to improve top- and bottom-line performance.
Sales and marketing should work together. But to make your marketing streamlined, automated campaigns need to be deployed.
Discover 10 hands-on tactics you can start using toda (...)
Excerpt related to
marketing communications:
In today’s fast-paced marketplace, communications must support the buying process to improve top- and bottom-line
performance. Sales and marketing... ...
Published:
2010-03-11
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Abstract:
Lack of consensus about the marketing message is a common, especially when the message differs between top management and
the rest of marketing communications. Adopting a positioning process including executive management approval can be the answer. (...)
Excerpt related to
marketing communications:
... If the message that key influencers hear from top management is different from the one going out to the
rest of your marketing communications, you've got a ...
Published:
2005-06-25
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Abstract:
One of the most effective and efficient ways to develop a successful marketing position for B2B software is to begin with
the sales channel, especially if you have limited time and resources. (...)
Excerpt related to
marketing communications:
One of the most effective and efficient ways to develop a successful marketing position for B2B software is to begin with
the sales channel, espec...
Published:
2005-02-28
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Abstract:
You need conviction to skillfully handle the inevitable criticism during the positioning process. Otherwise, you're likely
to try something different every time someone challenges you. This doesn't need to happen. Adopt a positioning process that
includes an evaluation criterion. (...)
Excerpt related to
marketing communications:
... A positioning statement—the idea or theme behind all of your competitors' marketing
communications—usually appears in the first paragraph of an ...
Published:
2007-03-21
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Abstract:
Precision Marketing: Strengthening the Value of CRM. Search for Articles and Other Solutions to Delineate Your Analysis and
for Strengthening the Value of CRM. All organizations, across all industries, have one thing in common—a deluge of customer
data idling somewhere waiting to be monetized. Most like (...)
Excerpt related to
marketing communications:
Precision Marketing: Strengthening the Value of CRM. Search for Articles and Other Solutions to Delineate Your Analysis and
for Strengthening the V...
Published:
2010-03-11
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Abstract:
In a shrinking world where individuals have more choices in almost any aspect of their lives than ever before, the inertia
that once held consumers loyal to their suppliers has disappeared. Markets are fragmenting, industries are converging, and
relationships are more fragile. So how do organizations bui (...)
Excerpt related to
marketing communications:
Reach, Relevance, and Relationship: The Personal Mobile Channel in Every Consumer’s Pocket. Source: Quocirca Ltd. Document
Type: White ...
Published:
2010-03-11
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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 (...)
Excerpt related to
marketing communications:
... How do your competitors position themselves in their marketing communications,
including ads, direct mail campaigns, brochures, and web sites? ...
Published:
2007-02-12
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Abstract:
Many business-to-business (B2B) software companies don't have a formal positioning process, and it's costing them time, money,
and much more—a marketing message that misses the mark. This article explores the benefits of implementing a business process
for positioning. (...)
Excerpt related to
marketing communications:
... Since all your marketing communications use the message strategy, every
project begins with a head start and wraps up without a lot of micro-editing, because ...
Published:
2005-12-02
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Abstract:
Amdocs recently announced a complete revamp of its marketing philosophy and its offering to its customers, which it believes
to be the most important shift since the company's initial public offering in 1998. (...)
Excerpt related to
marketing communications:
Amdocs recently announced a complete revamp of its marketing philosophy and its offering to its customers, which it believes
to be the most import...
Published:
2005-08-04
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Abstract:
When it comes to touting 200 product enhancements, what J.D. Edwards is saying is that ease of integration is important
to mid-market companies because they have less flexibility for trial and error. J.D. Edwards's CRM implementation success
through its existing customer base will testify to the reliabi (...)
Excerpt related to
marketing communications:
When it comes to touting 200 product enhancements, what JD Edwards is saying is that ease of integration is important to mid-market
companies b...
Published:
2003-04-01
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Abstract:
Amdocs believes its ICM strategy resonates with its customers, who, facing increased competition and price commoditization,
realize that they need to differentiate customers' experiences from the competition, to enhance customer loyalty and increases
profitability. (...)
Excerpt related to
marketing communications:
Amdocs believes its ICM strategy resonates with its customers, who, facing increased competition and price commoditization,
realize that they need...
Published:
2005-08-03
-
Abstract:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This case study explains why it's important to dig deeper when a company of interest to you changes its marketing
campaign. (...)
Excerpt related to
marketing communications:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This ...
Published:
2006-01-05
-
Abstract:
A global sales force spread over five continents becomes more effective with Cameleon. Find Free IT Guides, Case Studies,
and Other Resources Linked to the global sales force. SDMO Industries, a global manufacturer of power generators, sells its
broad product line through a variety of sales channels. Comm (...)
Excerpt related to
marketing communications:
A global sales force spread over five continents becomes more effective with Cameleon. Find Free IT Guides, Case Studies,
and Other Resources Linke...
Published:
2010-03-11
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Abstract:
For many reasons, SAS's alliance with Amdocs and partnership with Aprimo might be some of a few vendor partnerships where
customers and the vendors benefit. (...)
Excerpt related to
marketing communications:
For many reasons, SAS's alliance with Amdocs and partnership with Aprimo might be some of a few vendor partnerships where
customers and the vendor...
Published:
2005-08-12
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Abstract:
B2B Demand Generation: How Successful Companies Are Improving Sales and Marketing Results. Get Information and Other Solutions
Associated with B2B Demand Generation. For decades, solution-selling and marketing methodologies have used the principle of
identifying pains associated with business processes, i (...)
Excerpt related to
marketing communications:
B2B Demand Generation: How Successful Companies Are Improving Sales and Marketing Results. Get Information and Other Solutions
Associated with B2B ...
Published:
2010-03-11
-
Excerpt related to
marketing communications:
... of my interview with Martin Schneider, Senior Director of Communications at SugarCRM
... translation, for example, or tools that extend marketing capabilities, etc. ...
Published:
2011-01-06
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Abstract:
Learn how to avoid the most deadly sin of all marketing—using the same position or a similar one as your competitor, and
not knowing it. (...)
Excerpt related to
marketing communications:
Learn how to avoid the most deadly sin of all marketing—using the same position or a similar one as your competitor, and not
knowing it.
Published:
2005-08-15
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Abstract:
Rules-based Marketing: Helping Companies Transform Leads into Sales. Reports and Other Package to Use In Your Complex System
and for Helping Companies Transform Leads into Sales. For years, small to medium businesses have envied the powerful marketing
campaigns of their larger counterparts. But today, big (...)
Excerpt related to
marketing communications:
Rules-based Marketing: Helping Companies Transform Leads into Sales. Reports and Other Package to Use In Your Complex System
and for Helping Compan...
Published:
2010-03-11