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Case Study: How a Software Company Became a Marketing Partner By Adding Mobile Data

by Kimberly Smith  |  
July 24, 2007

Company: SalesTrac, Inc.
Contact: Ken Wahler, President of SalesTrac, Inc.
Location: Baltimore, Maryland
Industry: Software manufacturer (B2B)
Annual revenue: Confidential
Number of employees: Confidential

Quick Read: 

Obtaining timely data is usually key to understanding which strategies and promotions are worthwhile investments. SalesTrac, Inc., a large developer of Web-based event-management software, understood that this was of paramount concern to its clients—mainly beer and spirits manufacturers that spend hundreds of thousands of dollars on events and promotions each year.

SalesTrac's main function was to help automate its clients' event-management functions and connect them with contractors who could represent clients' brands at various promotional events throughout the country. The company realized, however, that its clients were looking for more in-depth consumer insight to determine the effectiveness of these events. It seized the opportunity to provide increased value through an all-in-one system that added survey management and real-time reporting of consumer feedback to its services.

This additional functionality enabled SalesTrac clients to better understand event execution and build more insightful brand strategies. And SalesTrac was able to become much more than a software provider: It can now be considered a key component in its clients' marketing.

The Challenge:

SalesTrac, Inc., a developer of Web-based event management software, hosts a social network called, which locates independent brand specialists to represent various brands (mostly beer and spirits labels) at promotional events around the country. PromoSpace also helps connect these specialists with consumers in bars, clubs, and other venues where those brands are featured.

The PromoSpace application further assists SalesTrac's clients—the manufacturers and their brand marketing agencies, which typically execute thousands of promotions each month—with event management technology that automates event scheduling and payment processing, in addition to field staff recruitment.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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