Distributors Improving Multichannel Marketing and Sales with Better Product Information

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New Gartner Report Recognizes Value of Enterworks Enable for Distributors and Resellers Marketing Through Multiple Channels

Distributors are reporting several trends in multichannel marketing that are critical for getting better exposure and higher sales for their products, according to Enterworks, Inc., a leading provider of multichannel content and master data management (MDM) solutions.

Enterworks reports the trends among both new and existing customers of the company's Enable solution, which manages product and brand information, and delivers that information through multiple channels. Enterworks provides MDM solutions for medium-size and large distributors, and is expanding in several industries, including office products, medical supplies, HVAC/R products, hard lines and more.

The traditional view of handling distributor content involves separately managing supplier data, product attributes, digital assets, brand information and customer/dealer information in one-dimensional fashion. In this view, a single type of content was gathered for a single purpose. But this approach no longer serves distributors and resellers who are under increasing pressure to differentiate themselves, respond faster to new market opportunities, and sell across multiple channels with greater agility.

The new multi-dimensional strategy has distributors managing all product information -- product descriptions, images, supplier logos, marketing materials, publication templates and much more -- as digital content in a common repository. There, information can be quickly accessed, linked and shared among constituents such as suppliers, channel partners, dealers and customers.

An example of this collaborative environment is a marketing asset management (MAM) portal, where users can access a complete library of product assets. They can download content, access corporate branding guidelines, and tailor collateral materials for specific customers and markets using dynamically linked content. Tasks relating to marketing assets are automated through enterprise workflow, and security is enforced through roles-based access.

This strategy is supported by Enterworks Enable, which includes capabilities for managing master product data and related content, assuring data quality, automating related processes, and publishing content to multiple print and digital channels. Enable also powers the Enterworks Portal Framework, a technology infrastructure for rapidly developing portal-based applications that leverage Enable's MDM and multichannel publishing capabilities.

Research firm Gartner, Inc. confirms the continued growth of the MDM market in their newly released 2010 Magic Quadrant for Master Data Management of Product Data. The increasing demand for product content management solutions that leverage MDM is in part responsible for the 13 percent growth of the MDM market that Gartner reported for 2009. The Gartner Magic Quadrant report cites Enterworks Enable as "a good fit for companies that need to centralize product master data specifically for multichannel marketing." Gartner notes that Enterworks Enable customers "on the whole, report a good TCO [total cost of ownership]."

Citing MDM usage at a specific Enterworks customer, the largest wholesale co-operative distributor in North America, Enterworks President and CEO Bob Lewis said, "Staying ahead of constant changes in markets, products, suppliers and dealers requires a flexible, collaborative environment. MDM of all product information lets our distribution customers combine and deliver any bit of digital content - product attributes and images, brand information, supplier data and more - to any user, for any use, at any time, in the formats they require." Added Lewis, "No distributor or wholesaler wants to compete simply on price. Our customers are gaining the competitive edge by providing a better level of support to their channels and helping them market and sell more of the products they carry."

About Enterworks, Inc.

By transforming how product and brand information is delivered to marketing channels, Enterworks is driving revenue and building new competitive strengths for some of the world's largest distributors and wholesalers in office products, medical supplies, HVAC/R products, hard lines and other industries. Enterworks Enable is the company's Web-based platform for master data management of product and brand information, collaborative workflow and multichannel marketing. Enable ensures that all product information and related digital assets are accurately and consistently delivered across print, Web and mobile platforms.

"Enterworks" is a registered trademark of Enterworks, Inc. All other product, service, and company names are trademarks or registered trademarks of their respective holders.

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Warren Jones
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