In past posts I have commented on checkbook marketing (limited effectiveness without P/O/E involvement) and on not confusing advertising with lead generation… Well, here is a good example of how SAP is helping partners get the most out of their checkbook, with lead generation marketing.
http://www.channelinsider.com/c/a/News/Email-Marketing-Can-Bring-Incredible-Bang-for-the-Buck/
There is so much that is right about this service and the way the reseller is using it: First, it is multi-touch with multiple types of content supported; second, it is drip marketing at its best – in the ERP buying cycle, you never know when someone is really ready to buy; and third, the reseller is using their mdf or co-op funds to buy down the cost. Smart, smart and smart!
