We’re in the midst of a remarkable marketing evolution at this moment in time. The multitude and complexity of communication mediums and technologies that are being used to speak to the market is revolutionizing how the work of marketing is performed. The days of campaign-oriented thinking – the traditional approach of “start-stop-measure-tweak-repeat” – are over. Today, marketers wanting to effectively build brands and drive revenue growth must facilitate a continuous, meaningful conversation with their target audience or they risk becoming irrelevant.

Download our latest white paper to learn more about the distinctions between campaigns and conversations and how you may need to change your perspectives on direct marketing – and if you’re a B2B marketer there are a few additional recommendations just for you.

There’s a leveling of the playing field going on in the Marketing Management Software world. In past years, marketing platforms such as Aprimo were big dollar, big effort propositions for large organizations. Not anymore. Vendors are ramping up capabilities in an on-demand or SaaS-based model (Software as a Service). And service providers (like ourselves) are increasingly serving clients in a “MaaS” model (Marketing as a Service).

Speaking from our recent client work, we’re finding that marketing management platforms are no longer only for larger players. The dollar, time and resource commitment has been reduced to levels finally within reach of smaller marketing teams. In fact, clients are increasingly demanding it.

What do you think?

TopRight Extends its EMM Solution Capability

TopRight announced today that Aprimo® Inc., a global provider of on-demand marketing software solutions, has selected TopRight, LLC as the first Aprimo Marketing Studio™ Field Partner to help drive successful implementation and seamless delivery of Aprimo Marketing Studio solutions to prospective clients.

TopRight, already a Certified Aprimo Business Partner for the Aprimo Enterprise platform, has expanded its EMM Solution Delivery Team to include a complete array of services specific to Aprimo Marketing Studio™.

In today’s environment, marketers are increasingly demanding the SaaS (Software as a Service) approach that Aprimo Marketing Studio offers, but often continue to face process and organizational challenges that can adversely affect Marketing Studio’s potential.  As an official Marketing Studio Field Partner, TopRight distills 15 years of experience in helping clients improve marketing operations into a structured, fast-paced approach that enables organizations to realize the amazing benefits of Marketing Studio within a matter of weeks.

“Marketing Studio offers clients the perfect blend of functionality they need now and into the future”, said Dave Sutton, TopRight Founder and Managing Partner.  “The trick is to empower organizations to implement quickly so they can immediately begin capturing the competitive advantage that Marketing Studio promises, while simultaneously laying the foundation for future expansion in a self-sufficient manner.  TopRight is unique in its broad level of experience:  our team brings marketing and solution experts.”

“We’re excited that TopRight has chosen to pursue opportunities with Aprimo Marketing Studio”, said Rob McLaughlin, co-founder of Aprimo and General Manager of Marketing Studio.

TopRight has worked toward improving the efficiency of marketing operations and increasing the effectiveness of marketing programs both as both practitioners and consultants.  Dave Sutton is co-author of Enterprise Marketing Management: The New Science of Marketing, published in 2003.  The book outlined a breakthrough strategic marketing approach based on a fact-based, scientific model.  TopRight’s EMM Team, led by Francisco Ruiz, has successfully implemented Aprimo solutions across a number of industries since 2003.

TopRight and MarketSphere, two leading business consulting firms, today formalized a strategic partnership to develop and deliver common solutions to help complex, global companies improve marketing operations and attain competitive advantage in their respective markets.  Both firms serve a growing list of Fortune 1000 companies and are considered trusted advisors to companies undergoing transformation of their marketing processes.  The two companies made the announcement with several of their clients at the Aprimo Marketing Summit on February 9th.  To learn more and hear from some of our clients and partners, CLICK HERE.

Within many large enterprises today, marketing is still viewed as a “black box” where substantial resources go in and creative outputs emerge — outputs that sometimes drive increased sales and profits, and sometimes do not. In some businesses, marketing has become so “unplugged” from other functions across the enterprise that it is unclear whether marketing activity is linked to business strategy and financial results in a meaningful way. How ironic — when you consider that marketing and innovation are perhaps the only two significant drivers of business growth (and some would go further to say of our economic growth!). Enterprise Marketing Management is a strategic business discipline and a set of enabling technologies that promise to plug marketing back into the enterprise. Check out the full white paper by Dave Sutton recently published by Henry Stewart Publications in a collection of papers on EMM