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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
b2b software marketing:
In business-to-business (B2B) software marketing, you'll get little
debate about the importance of positioning. Yet few B2B software companies do ... ...
Published:
2004-09-18
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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
b2b software marketing:
... Lawson has held strategic marketing positions with several B2B software
companies, including Navision, Applix, TM1 Software, and Timeline. ...
Published:
2005-12-02
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Abstract:
Understanding the difference between branding and positioning is especially important if you're involved in marketing B2B
software. That difference can seriously impact the cost of marketing your software. (...)
Excerpt related to
b2b software marketing:
Understanding the difference between branding and positioning is especially important if you're involved in marketing
B2B software. That differenc...
Published:
2004-11-26
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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
b2b software marketing:
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
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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
b2b software marketing:
... At most business to business (B2B) software companies, product marketing
is being asked to do more with less head count. There aren ...
Published:
2007-02-12
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Abstract:
A well-thought out, comprehensive ROI (return on investment) marketing and sales program is becoming a must in today's difficult
business to business (B2B) software market. However, few companies seem to be investing appropriately. The first mistake they
make is to try to keep costs down by attempting to (...)
Excerpt related to
b2b software marketing:
... Offer proof. Why ROI? Some of the most common claims in B2B software
marketing are that a product saves time, money, and improves decision making. ...
Published:
2004-03-30
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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
b2b software marketing:
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
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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
b2b software marketing:
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:
Logility has achieved an impressive 33% total revenue growth over the past five years, demonstrating that it can still compete
effectively in a B2B software market dominated by much larger players. It sells its supply chain management and Internet-based
solutions to mid market companies primarily within (...)
Excerpt related to
b2b software marketing:
Logility has achieved an impressive 33% total revenue growth over the past five years, demonstrating that it can still compete
effectively in a B2...
Published:
2000-02-01
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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
b2b software marketing:
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:
Saltare.com offers a sound value proposition for companies who want to manage important events in their supply chains in
real-time. (...)
Excerpt related to
b2b software marketing:
Saltare.com offers a sound value proposition for companies who want to manage important events in their supply chains in real-time.
Published:
2000-06-02
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Abstract:
What's keeping your customer up at night? Know thy customers—and their problems. (...)
Excerpt related to
b2b software marketing:
... Lawson has held strategic marketing positions with several B2B software
companies including Navision, Applix, TM1 Software, and Timeline. ...
Published:
2005-03-29
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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
b2b software marketing:
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:
TEC Principal Analyst P.J. Jakovljevic is encouraged by the growing awareness and adoption of pricing technologies among B2B
enterprises. Conventional wisdom would suggest that pricing, as a key component of a business’s financial performance, is
a critically important discipline within any enterprise, (...)
Excerpt related to
b2b software marketing:
TEC Principal Analyst PJ Jakovljevic is encouraged by the growing awareness and adoption of pricing technologies among B2B
enterprises. Conventio...
Published:
2011-10-13
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Abstract:
Logility recently announced financial results for the third quarter ended January 31, 2000 and seemingly escaped the market
turmoil that pummeled other enterprise applications vendors. (...)
Excerpt related to
b2b software marketing:
Logility recently announced financial results for the third quarter ended January 31, 2000 and seemingly escaped the market
turmoil that pummeled ...
Published:
2000-03-08
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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
b2b software marketing:
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
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Abstract:
It pays to clearly and compellingly differentiate your products from those of your competitors. How will Microsoft Business
Solutions differentiate its products from Best Software's? (...)
Excerpt related to
b2b software marketing:
... Lawson has held strategic marketing positions with several B2B software
companies including Navision, Applix, TM1 Software, and Timeline. ...
Published:
2003-11-24
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Abstract:
PeopleSoft is seeking to make bigger strides in the CRM, SCM and B2B software markets with its recent spate of product releases.
While Wall Street praises the vendor’s new product initiatives and its strong first quarter results and optimism for the future,
its direct competitors are far from feeling (...)
Excerpt related to
b2b software marketing:
PeopleSoft is seeking to make bigger strides in the CRM, SCM and B2B software markets with its recent spate of product releases.
While Wall Stree...
Published:
2001-06-26
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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
b2b software marketing:
B2B Demand Generation: How Successful Companies Are Improving Sales and Marketing Results. Get Information and Other Solutions
Associated with B2B ...
Published:
2010-03-11
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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
b2b software marketing:
... and your channel—to help you understand how each is vital to developing a unique and effective marketing
position for your B2B software or service. ...
Published:
2005-03-07