Enterprise marketing solutions

Help integrate, analyze and manage cross-channel relationship marketing using innovative technology to enable increased revenue and reduced costs

Marketing is undergoing a fundamental change as power shifts to the consumer, channels proliferate and competition intensifies. The continuing emergence of social media and mobile devices is transforming consumers’ buying behavior and increasing their influence. As a result, organizations can no longer afford to focus their marketing efforts exclusively on broad awareness and demand generation. Instead, they must find ways to create positive experiences that customers will feel compelled to broadcast while delivering the right product and service at the right price, time and place.

Effective relationship marketing that improves customer loyalty and increases revenues depends on the development of relevant and consistent cross-channel interactions and messaging. The IBM Enterprise Marketing Management practice can integrate and streamline your online and offline marketing using innovative technology solutions from Unica and Coremetrics. We can help you enhance your understanding of your customers and prospects so that you can more efficiently deliver relevant messages to them—including targeted and personalized offers—using the most appropriate channels.

IBM Enterprise Marketing Management solutions incorporate IBM Unica and IBM Coremetrics software, which are integrated with your core commerce capabilities, to address four key functional areas:

Business challenges

Successful marketing in a changing environment poses many challenges, including:


As a leading provider of end-to-end marketing solutions, IBM has invested in software and service capabilities to support its goal of bringing science to the art of marketing through its Smarter Commerce initiative. The Enterprise Marketing Management practice in IBM Global Business Services is part of this initiative, delivering solutions to organizations across multiple industries that are designed to improve customer relationships and increase profitability.

Our experienced consultants are committed to helping you increase the value of your IBM Unica software through implementation of an integrated marketing solution designed to meet your specific business needs. Application management experts from IBM can also enhance the ongoing business value of your applications by helping you improve their ability to meet enterprise quality and speed requirements during and after the implementation. Bolstered by investments in expertise building through our Smarter Commerce University, IBM Global Business Services can help you develop e-commerce approaches designed to deliver on the promise of compelling, cross-channel customer experiences.

Meet the experts

  • Paul Papas - Photo

    Paul Papas

    Global Leader, Smarter Commerce, IBM Global Business Services

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    Steve Laughlin

    IBM Global Business Services Vice President & Partner

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    Kara Bauer

    Senior Managing Consultant - Smarter Commerce CoC

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