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.

Abstract: When marketing managers look to expand their teams, they measure individuals on a number of different attributes, including creativity and attention to detail. And it’s no different when signing on with a marketing services provider. When outsourcing a database marketing solution, you should spend time evaluating the services offerings as well as the capabilities of various marketing services providers. Find out how.

Abstract: To address evolving market demands, companies must take new approaches to marketing activities and integrate all company functions. Customer relationship management (CRM) can empower your marketing organization to support growth and demonstrate value to customers. Find out six factors that can allow your company’s marketing team to make intelligent decisions and drive effective end-to-end marketing processes.

Abstract: For years, small to medium businesses have envied the powerful marketing campaigns of their larger counterparts. But today, bigger budgets and marketing departments are no longer the only keys to marketing success. Rules-based marketing is an automated strategy involving if–then rules, resulting in communications that are more timely, relevant, and consistent across multiple communication channels, for even the smallest organization.

Abstract: Small and midsized companies may need help configuring Google Analytics installations to aid their clients in the real estate, vacation rental, and resort markets—and to measure and enhance the effectiveness of their online marketing programs. If you’re tired of being kept in the dark about the effectiveness of your Internet marketing programs, then it might be time to implement a comprehensive Google Analytics program.

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.

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.

Abstract: You can have the best sales pitch in the world, but if you don’t know who your audience is, or what they’re looking for, your strategy is based on chance. Marketing—smart, cost-effective marketing—is about listening to what a specific person or group of people are looking for and responding to their needs or desires. Learn how to use analytics to focus your marketing efforts, for more effective and efficient results.

Abstract: Digital marketing involves using your Web site and associated marketing tools to promote your business online. You can learn some basic skills in both search engine optimization (SEO) and search engine marketing. But for optimal results, you’re advised to consult a professional, who can provide you with insight into what SEO services should entail, allowing you to make an informed decision when selecting a supplier.

Abstract: In our new “wired” world, software is no less important than other products and services in our everyday lives. But people are generally more used to buying other products and services than software. In many ways, however, selecting software is similar to selecting other products and services. Find out the key factors and criteria you should include—and what you should leave out—when you’re in the market for a new software solution.

Abstract: Predictions of the death of software are overstated. In reality, businesses are becoming more reliant on technology, not less. What’s changing, however, is the number of options available for managing, delivering, and paying for software applications. Many independent software vendors recognize the benefits of offering software as a service--a delivery alternative that can present long-term benefits for all parties.

Abstract: After dealing with the over-hype of Y2K, companies have started to reconsider the best of breed as a viable solution to satisfy their software needs. This comes as a shock to the corporate systems culture when user communities were told that fully integrated software such as ERP, SCM, and EAM were the only way to meet their software needs. After developing a level playing field, this article examines the pro’s and con’s of one alternative over the other. Read on to see if you agree with the merits of the best of breed or fully integrated software approach to software selection.

Abstract: The Delphi technique—drawing wise counsel from senior and experienced software developers—can help you prepare estimates for software development projects. With this method of software estimation, project specifications are given to a few experts, depending on their availability. Learn about the essential steps involved in this software estimation methodology for more accurate estimates of software development effort.

Abstract: Software developers need a powerful tool to control and plan the quality of their software applications. With a solution that offers project analysis, testing, and bug administration, you have options that can help increase the quality of your software products. Read about a software test tool that has administrative functions to help you more effectively plan, control, and evaluate your software as it’s developed.

Abstract: Relationship marketing is about understanding customers’ needs and building a marketing strategy around them. The nurturing process helps businesses define the process of generating better leads through a clear set of principles, tactics, and related metrics for attracting new customers. Enterprise marketing management (EMM) has also emerged as part of this process, and is critical for marketing consistency and discipline.

Abstract: The requirement that enterprise software vendors deliver a measurable return on investment (ROI) has never been greater than right now. Customers are demanding that ROI analysis be a critical factor in their decisions to acquire new enterprise software. Without a demonstrable return, few customers are willing to invest scarce capital and human resources in new enterprirse software. A more complete analysis of return can be had by looking at the overall payback that enterprise software can offer to a company. Enterprise software payback includes not only quantifiable improvements in bottom and top line functionality, but also more qualitative measures-—such as new business opportunities, improved customer and partner relations, and improved time to market—-that contribute significantly to the success of a company's enterprise software implementation and use.

Abstract: In the white paper six success factors for a best-run marketing organization, you'll learn that in order to build a successful marketing operation ...

Abstract: There is a disconnect between marketing and sales. Marketing is focused on the consumer experience while sales is all about the merchandise. Technologies, such as auto identification technologies, radio frequency identification, sensors, and voice activated technologies, may be able to narrow this gap.