Blog

Making a Splash with Smart Decision Guides – Case Study: Oracle Corporation

Posted November 30th, 2018

No introductions are needed for Oracle Corporation, which ranks as the third largest software company in the world. We’re proud to count Oracle — in particular, the Oracle Hospitality and Oracle Food & Beverage divisions of the company — as a loyal client partner. Their top-notch marketing professionals excel at utilizing co-branded content assets such as Smart Decision Guides and commissioned eBooks (here is a new one) from Starfleet Research, our IT market research arm, to do what every leading technology solution provider needs to do so as to compete effectively and progressively grow their business: demonstrate thought leadership and educate target prospects (preferably, in an unbiased manner), raise brand visibility and stand out in the crowd, and fill their sales pipelines with qualified leads. The good news is that a solution provider need not have the marketing resources of a multi-billion-dollar software behemoth in order to make a big splash with their licensed version of a Smart Decision Guide. To be sure, many sponsors run marketing campaigns that include paid tactics such as email blasts and banner ads on industry trade publications. That said, some of the most effective tactics, including ones that leverage the company’s own website and social media channels, cost virtually nothing. Here are examples of how this client partner is promoting a new Smart Decision Guide that even a small solution provider can successfully emulate.

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Explore the Benefits of Starfleet Media Content Marketing Programs

Posted September 12th, 2018

Are you a technology solution provider in the hospitality, retail or healthcare space? Are you looking to demonstrate thought leadership, raise brand visibility and generate qualified leads? If the answer to both these questions is a resounding “yes,” then you’ve come to the right place – sort of. While plenty of information about what we do and why dozens of the world’s leading solution providers partner with us on an ongoing basis to reach their marketing and brand-building objectives is available on this website as well as at Starfleet Research, our IT market research arm, additional information, not publicly available, can be found elsewhere on the web. To access this information, all you have to do is ask.

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Smart Decision Guides Get a Makeover

Posted January 4th, 2018

Starfleet Media is starting the New Year with a fresh look for our core content assets, including our ever-popular Smart Decisions Guides. These resources have undergone only minor changes in design over the past five years. Feedback on the new design treatment has been overwhelmingly positive. The new templates will be utilized starting next month with the release of The 2018 Smart Decision Guide to Hospitality Revenue Management. The landing pages for our content assets have also been redesigned. In addition, we’ve raised the bar on our co-branded eBooks, including several new hospitality-related titles publishing this month. Cutting-edge and even futuristic graphic design work on the part of our visual communications team makes our high-value content all the more compelling and engaging.

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Best Practices for Leveraging the Licensed Version of a Smart Decision Guide

Posted December 14th, 2017

As we’ve often noted, as as we hear repeatedly from our clients, a large part of the value of the Smart Decision Guide program is the PDF licensed version with the underwriter’s logo only on the cover and company profile page only in the appendix. The benefits of this valuable content asset can’t be overstated. Yet not all participating solution providers take full advantage of it. Some solution providers showcase their licensed version on their homepages and in their blogs and resource libraries. They distribute copies at industry trade shows. They email it as an attachment to prospects. And they use it as the basis for any number of other content marketing activities, including email blasts and third-party syndication, resulting in dozens or hundreds of additional leads for their sales pipeline. We are always pleased to see solution providers maximizing their investments in the Smart Decision Guide program by putting their licensed versions of the content asset to good use.

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90% of Starfleet Media Readers Rate Smart Decision Guides as Either “Valuable” or “Extremely Valuable”

Posted October 13th, 2017

According to our 2017 Reader Survey which this year consisted of 326 respondents, 90% of industry practitioners who downloaded one or more Smart Decision Guide titles within the past 6 months rated the resource(s) as either “valuable” or “extremely valuable” in the context of their current research and buying decision needs. The titles included topics relevant to several different industry audiences, including hoteliers, restaurant operators and medical IT decision makers. More than one-third (34%) of respondents rated the content as “extremely valuable.”

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New Resources, Including Smart Decision Guides, Inform Hospitality IT Decision Makers

Posted September 15th, 2017

With the recent launch of Hotel Technology News and Restaurant Technology News, Starfleet Media continues to expand its footprint in the hospitality IT sector. Reception to the new trade publications has been very positive, with new subscriber signups exceeding expectations. Awareness has been largely driven by organic search and well as through our industry partners. Meanwhile, we have released several co-branded eBooks on hospitality technology, and The 2017 Smart Decision Guide to Hotel Property Management Systems was also released last month. The 2017 Smart Decision Guide to Restaurant Management and POS Systems is scheduled for release next month. Both Smart Decision Guides have been completely revised and expanded from previous editions to reflect the latest market trends, guest behaviors and technological innovations.

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New Smart Decision Guide Added to 2017 Hospitality Sector Lineup

Posted January 6th, 2017

Starfleet Research, our IT market research arm, has announced the expansion of its series of Smart Decision Guides for decision makers in the hospitality sector with the upcoming release of a new title, on best practices in hotel guest experience management. The existing library of Smart Decision Guides for the hospitality sector focuses on such topics as hotel property management systems, hospitality revenue management and restaurant management and POS systems. These popular titles are revised and updated on an annual basis. The 2017 Smart Decision Guide to Hotel Guest Experience Management will publish next month, with underwriting support from the following industry leaders: Agilysys, ALICE, Amadeus, Infor and Sabre Hospitality.

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World-Renowned Authority on Healthcare IT to Lead the Charge on New Smart Decision Guides

Posted August 8th, 2016

Starfleet Media is pleased to announce that Ronald Sterling, a world-renowned authority on next-generation healthcare IT, has agreed to serve as subject matter expert in our growing healthcare IT best practices market research practice. He will lead content development activities on upcoming Smart Decision Guides that include The 2017 Smart Decision Guide to Revenue Cycle Management and The 2017 Smart Decision Guide to Electronic Health Records. These titles are scheduled to publish in Q4, with distribution support from leading healthcare IT media partners, including UBM Medica, and underwriting support from some of the world’s largest and most preeminent healthcare IT solution providers.

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Seven Tactics for Leveraging the Licensed Version of a Smart Decision Guide

Posted June 23rd, 2016

A large part of the value of the Smart Decision Guide program is the guaranteed-number-of-qualified-leads component. Because the leads are typically generated through inbound marketing tactics and carefully scrubbed (based on buying intention info and other target prospect criteria), they tend to have much higher-than-average conversion rates. Another large part of the value of the program is the licensed version of the Smart Decision Guide, with the underwriter’s logo only on the cover and company profile page only in the appendix. The benefits of this valuable content asset can’t be overstated. Yet not all participating solution providers take full advantage of it.

Some solution providers showcase their licensed version on their homepages and in their blogs and resource libraries. They distribute copies at industry trade shows. They email it as an attachment to prospects. And they use it as the basis for any number of other content marketing activities, including email blasts and third-party syndication, resulting in dozens or hundreds of additional leads for their sales pipeline. We are always pleased to see solution providers maximizing their investments in the Smart Decision Guide program by putting their licensed versions of the content asset to good use.

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