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Sybase exec shares frugal marketing tips

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Chicago—Mark Wilson, VP-corporate marketing at Sybase, Wednesday shared strategies on “getting the most bang for your buck” at the ANA/BtoB conference “Marketing in the New World.”

“I am frugal,” Wilson said. “I own it. I live it. I love it.”

Wilson said that in a down economy, marketers need to entirely rethink their selling methods and marketing strategies. “As a marketer, you need to hit the hard reset,” he said.

Sybase has created a new sales methodology called “provocative selling” in order to market to the strapped financial services sector.

The process includes presenting a non-standard point of view, confirming a serious dissatisfaction among customers, bringing in senior leaders upfront and being disruptive in order to drive the message home.

In the wake of the financial crash last fall, Sybase launched a new risk analytics product and used this process to attract new customers.

The company has also implemented many low-cost marketing tactics, such as home-grown online videos (which are produced at an average cost of $500 per video), blogs and virtual conferences.

“This stuff is so cheap to do, you want to go out and experiment and do a lot with it to see what sticks,” Wilson said.

He also challenged marketers to be creative in thinking about new marketing tactics.

“Never underestimate the power of a good idea,” he said.

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