It’s a long way from the shoe business for Mike Kozub, MarketSoft Corp.’s VP-chief marketing officer.
Once a VP at Reebok International Ltd., Kozub is now running a marketing department responsible for selling b-to-b marketers on a newly released suite of direct marketing software branded under the name DemandMore. Operating with a bare-bones marketing budget, he is using references from such customers as Cisco Systems Inc. and IBM Corp. to get the word out.
Introduced this month, the DemandMore suite includes applications for meting out sales leads, making offers, allocating marketing resources and measuring the effectiveness of direct marketing campaigns. Each application can be purchased separately at a price of $100,000.
``We see no one else out there facilitating b-to-b marketing management, particularly cooperative advertising and other ways specific to business marketing,’’ Kozub said. ``We’re serving an audience that has field sales representatives and channel partners. The key is tracking sales leads generated by direct marketing all the way to the purchase, so the marketer has visibility into the quality of leads generated.’’