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Branding and Positioning: What’s the Difference? And Can You Afford It?
Understanding the difference between branding and positioning is especially important if you're involved in marketing B2B software. That difference can
to fund a real branding effort. Marketing dollars need to be devoted to lead generation, consultative selling costs, as well as support of both customers and the channel partners. Branding? Don't bother me; I can't afford it—and I'm too busy. There's simply no way most software products or companies generate enough revenue to do everything necessary to establish a brand. If you need further proof, just sit through a branding presentation by a high tech advertising or PR firm. They don't use B2B
Enterprise Marketing Management (EMM) RFI/RFP Template
Marketing Automation, Resource Management, Digital Asset Management, Financial Management, Reporting and Analysis, Configuration Points, Integration Points, Platforms, Security, Administration, Lea...
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Enterprise Marketing Management (EMM)
The Enterprise Marketing Management (EMM) Knowledge Base research helps determine support levels of various systems that help companies market their services or products effectively an...
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Six Success Factors for Building a Best-run Marketing Organization
To address evolving market demands, companies must take new approaches to marketing activities and integrate all company functions. Customer relationship
shaping new-product development and branding strategies). Back-office groups have good visibility into a customer's financial situation, including the current balance, the total amount of business conducted, the number of purchased items returned, and so on. Marketing can integrate these various views. As a complement to new data collection initiatives to gain customer and prospect information, marketing can look to partners and those within the organization to gather data and synthesize new insights. By
Delving into the Facts Behind the ERP Vendor Market’s Self-Ascribed Answer for ‘Businesses Living IN Change’ ™ -An Interview with UNIT4’s Product Marketing Executive
Rather than pursuing the usual route of writing analyses of major market trends, I’ve decided to ask vendors about their opinions and approaches. UNIT4 has
vendor had a global re-branding under the “UNIT4” for umbrella brand and conducted its user conference in the United Kingdom (UK). We attended this conference, which was the first time a conference was held for both its Agresso and CODA users. For more information on the UK event, see the recent TEC article series . For more information on UNIT4’s announcements at the recent Grape Escape 2010 event in Boston see Grape Escape 2010: Of Cloud & Angels, Fun & Games, and “In Vino Veritas” – Part 1
Vertical Marketing--What Is A Vertical?
What is vertical marketing? Vertical marketing is product and promotion efforts targeted at specific industries. Many benefits are derived from vertical
Marketing--What Is A Vertical? Introduction 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.
Is the Ongoing Marketing Software Arms Race Justified?
Given the slew of marketing software acquisitions by a number of big players, TEC's principal analyst P.J. Jakovljevic rightfully asks whether the vendors
addition to their traditional branding and other intangible and immeasurable activities. Marketing has pretty much been around forever in one form or another. Marketing was typically used to convince consumers to buy the product and then keep on buying (i.e., to “seduce and keep” the consumer). Over the past few years, the methods of marketing have changed and improved, in great part owing to technological advancements. Marketers have become even more adept at selling their products and getting
Market Landscape Report: Enterprise Software for Advertising and Marketing Services
Enterprise resource planning (ERP) systems that address the needs of service industries such as advertising agencies represent a growing market. Although there
Landscape Report: Enterprise Software for Advertising and Marketing Services Enterprise resource planning (ERP) systems that address the needs of service industries such as advertising agencies represent a growing market. Although there are exceptions, business software vendors still approach the industry with a generalized set of functionality. This report aims to establish the areas of product functionality that this industry requires and identify a strategy vendors might take to improve the fit
HR Tech 2013 Interview: Jeremy Langley, Marketing Director, Lumesse
HCM Analyst Raluca Druta interviews Jeremy Langley, Marketing Director at Lumesse, live on the show floor at the 2013 HR Technology® Conference & Exposition
Tech 2013 Interview: Jeremy Langley, Marketing Director, Lumesse HCM Analyst Raluca Druta interviews Jeremy Langley, Marketing Director at Lumesse, live on the show floor at the 2013 HR Technology® Conference & Exposition. Listen and find out why Lumesse is taking a wait-and-see approach to context engines, how the company is managing integration after a string of acquisitions, and whether Lumesse views SAP as a competitor, a collaborator, or both.
Welcome to the Evolution: Audience Based Marketing - Now and Moving Forward
With recent advancements, publishers and advertisers need to know how to get the right message to the right customer and in the right place to achieve their
to the Evolution: Audience Based Marketing - Now and Moving Forward With recent advancements, publishers and advertisers need to know how to get the right message to the right customer and in the right place to achieve their campaign goals. This report explores the emergence of data-driven audience targeting and reveals some of the ways that publishers are embracing newer ‘actual data’ tools to create dynamic audience segments that are more flexible and truly able to meet advertisers’ needs.
Rules-based Marketing: Helping Companies Transform Leads into Sales
For years, small to medium businesses have envied the powerful marketing campaigns of their larger counterparts. But today, bigger budgets and marketing
agency only focused on branding, content, creative and delivering the communication via traditional mass mediums such as TV, radio, print, billboards, etc. You would get these big bills from your ad agency and it was hard to determine whether or not you were getting ROI. Now, an ad agency can use iMarketing Automation to help their clients build permission-based marketing communities by driving prospects from traditional mass mediums to campaign-specific landing pages or Internet portals. Through these
Case Study: SAP and Marketing Management
By upgrading to the latest release of the SAP customer relationship management (CRM) application as part of its CRM Clear Vision Program, SAP AG transformed the
Study: SAP and Marketing Management By upgrading to the latest release of the SAP customer relationship management (CRM) application as part of its CRM Clear Vision Program, SAP AG transformed the way marketing and sales teams collaborate. Find out how increased visibility and improved interaction has helped SAP realize greater value from a more effective sales process, making it easier to hit sales targets and maximize sales revenue.
HR Tech 2013 Interview: Frank Moreno, Director, Product Marketing, Kronos Inc.
HCM Analyst Raluca Druta interviews Frank Moreno, Director of Product Marketing at Kronos, live on the show floor at the 2013 HR Technology® Conference
Tech 2013 Interview: Frank Moreno, Director, Product Marketing, Kronos Inc. HCM Analyst Raluca Druta interviews Frank Moreno, Director of Product Marketing at Kronos, live on the show floor at the 2013 HR Technology® Conference & Exposition. Listen and find out how customers are responding to Kronos’ Workforce Central 7, what’s in store for the company’s cloud services offering, and whether Kronos has any plans to grow into a full-fledged HCM suite.
My recent article SAP SCM – Stepping Out of (Relative) Obscurity analyzed SAP’s revamped comprehensive supply chain management (SCM) suite, its major components
Tell All Chat with SAP's SCM Product Marketing Team My recent article SAP SCM – Stepping Out of (Relative) Obscurity analyzed SAP ’s revamped comprehensive supply chain management (SCM) suite, its major components, and its supply chain process bundles. In addition to receiving a number of public comments and ratings by TEC ’s readers, I was recently roasted privately during a lunch meeting with a couple of peers. Namely, they expressed their surprise at the quite positive tone of the article,
The Sales and Marketing Stimulus Package
One obstacle standing between demand generation and lead management is the lack of sales and marketing alignment necessary to create demand and capitalize on
Sales and Marketing Stimulus Package One obstacle standing between demand generation and lead management is the lack of sales and marketing alignment necessary to create demand and capitalize on ready buyers. That lack of alignment is reducing the number of opportunities that convert to closed deals. Learn how to create a “stimulus package” to inject more efficient capital, energy, and management efficiency into your sales and marketing practices.
Precision Marketing: 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 likely, the
Marketing: Strengthening the Value of CRM Precision Marketing: Strengthening the Value of CRM If you receive errors when attempting to view this white paper, please install the latest version of Adobe Reader. Vtrenz, the leading provider of on-demand marketing automation solutions, empowers organizations of all sizes to generate demand for their products and services, close more sales, and measure the impact of their marketing activities. Vtrenz' integrated marketing automation platform,
Salesforce Social.com to Enhance Salesforce Marketing Cloud
Salesforce has announced Salesforce Social.com, a product designed for social advertising and meant to enhance Salesforce Marketing Cloud. To date, Salesforce
Social.com to Enhance Salesforce Marketing Cloud Salesforce has announced Salesforce Social.com , a product designed for social advertising and meant to enhance Salesforce Marketing Cloud. To date, Salesforce Marketing Cloud includes social listening (Salesforce Radian6), publishing (Salesforce Buddy Media), and social advertising (Social.com). The solution targets brands and agencies that would like to launch social ad campaigns on Facebook and Twitter. The applications allows companies to
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