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Abstract:
In business-to-business (B2B) software marketing, you'll get little debate about the importance of positioning. Yet few B2B
software companies do it well, thus failing to set themselves apart from their competitors. There are many reasons for this
void, and this column will help fill one big one by descr (...)
Excerpt related to
articles on message strategy:
Positioning Starts With A Message Strategy. ... The objective is to develop
a marketing message strategy that most effectively expresses your position. ...
Published:
2004-09-18
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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
articles on message strategy:
Audit Your Message Strategy by Answering Three Questions. ... Is it consistently
executed? It's a good idea to audit your message strategy every 12 months. ...
Published:
2008-09-01
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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
articles on message strategy:
... work. This is easier to achieve than you might think by using the following criteria to test your message
strategy. Is it important? ...
Published:
2005-12-02
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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
articles on message strategy:
... It's especially useful when creating a product message strategy
that includes a positioning statement (number 8 in the rationale document) and three or four ...
Published:
2007-02-12
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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
articles on message strategy:
... But we're jumping ahead in the process. Before you put together a team to develop a message
strategy, a lot of research needs to be completed and documented. ...
Published:
2007-03-21
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Abstract:
If there's a disconnect between your channel and your marketing team, neither will reach their full potential. In this column,
you’ll see how involving your channel in the positioning process is a key ingredient in successful marketing and sales. (...)
Excerpt related to
articles on message strategy:
... a team that's responsible for research, brainstorming, and the iterative process of converging on
the right positioning statement and message strategy. ...
Published:
2005-03-07
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Abstract:
If there's a disconnect between your channel and your marketing team, neither will reach their full potential. In this column,
you’ll see how involving your channel in the positioning process is a key ingredient in successful marketing and sales. (...)
Excerpt related to
articles on message strategy:
... a team that's responsible for research, brainstorming, and the iterative process of converging on
the right positioning statement and message strategy. ...
Published:
2005-03-07
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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
articles on message strategy:
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:
SAP has developed some crucial themes as it moves forward with their PLM vision and solution strategy. Product development
lifecycles are shrinking, and managing the innovation process is becoming a broader requirement of manufacturers and retailers
alike. (...)
Excerpt related to
articles on message strategy:
SAP has developed some crucial themes as it moves forward with their PLM vision and solution strategy. Product development
lifecycles are shrinkin...
Published:
2006-04-21
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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
articles on message strategy:
... Make them understand that getting your positioning and message strategy
right is about as important as getting the product right. ...
Published:
2005-06-25
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Abstract:
ROI marketing is just starting to become mainstream. ROI selling is already out there, further advanced in adoption because
of its perceived relevance to the selling process. It won't be long before several B2B software companies position their products
as providing a superior ROI. Read on to find out if (...)
Excerpt related to
articles on message strategy:
ROI marketing is just starting to become mainstream. ROI selling is already out there, further advanced in adoption because
of its perceived relev...
Published:
2004-06-01
-
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
articles on message strategy:
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:
Putting PeopleSoft's strategy to work for the JD Edwards community. What can the JD Edwards install-base expect from the
PeopleSoft merger? (...)
Excerpt related to
articles on message strategy:
Putting PeopleSoft's strategy to work for the JD Edwards community. What can the JD Edwards install-base expect from the
PeopleSoft merger?
Published:
2003-09-17
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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
articles on message strategy:
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:
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
articles on message strategy:
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:
Strategy in digital business has become an increasingly significant component of Digital Business Service Provider (DBSP)
offerings. Pure plays have and are becoming more experienced, and are serious competitors to the more traditional strategists.
However, Razorfish is developing niche expertise in thes (...)
Excerpt related to
articles on message strategy:
Strategy in digital business has become an increasingly significant component of Digital Business Service Provider (DBSP)
offerings. Pure plays ha...
Published:
2000-10-04
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Abstract:
Failing to ask "so what?" of a positioning statement can mean losing an opportunity to communicate what is really important
to the target market, and to gain some credibility. (...)
Excerpt related to
articles on message strategy:
Failing to ask "so what?" of a positioning statement can mean losing an opportunity to communicate what is really
important to the target market, ...
Published:
2006-02-17
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Abstract:
While on the surface, there are few economic or strategic reasons for organizations to persist with electronic data interchange
(EDI), many seem reluctant to adopt the alternative at this stage. In fact, there has been almost negligible growth in the
number of organizations replacing their EDI-based sy (...)
Excerpt related to
articles on message strategy:
... undertaking which began at MBS, even before its strategy was espoused in ...
functional acknowledgement (997); cash application (824); and text message (864) when ...
Published:
2004-09-03
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Abstract:
Strategy in digital business has become an increasingly significant component of Digital Business Service Provider (DBSP)
offerings. Pure plays have and are becoming more experienced, and are serious competitors to the more traditional strategists.
DBSP strategists take over where the traditional consult (...)
Excerpt related to
articles on message strategy:
Strategy in digital business has become an increasingly significant component of Digital Business Service Provider (DBSP)
offerings. Pure plays ha...
Published:
2000-10-03
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Abstract:
There is a method to take you through the positioning process, where success depends on understanding three Cs--your Customer,
your Competition, and your Channel. This series of articles will explain how to use them to gather intelligence, challenge
assumptions, and test your positioning. (...)
Excerpt related to
articles on message strategy:
There is a method to take you through the positioning process, where success depends on understanding three Cs--your Customer,
your Competition, a...
Published:
2005-02-21