Starr Tincup methodology becoming new best practice for B2B firms

FT. WORTH, Texas – October 25, 2006 – Starr Tincup’s focus on Internet marketing, driven by the need for demonstrative results and the Active Path™, is quickly becoming best practice for business-to-business firms interested in lead generation and sales. Starr Tincup, an integrated marketing firm focused on customer selection, acquisition and retention for software and services companies, currently uses advertising methodology that aligns with emerging marketing trends recently revealed by eMarketer.

The recent eMarketer report revealed that advertising budgets are increasing and that within those budgets, there is a definite shift to the Internet from other media. The report also revealed that more companies are using the Internet in their campaigns. However, Starr Tincup has identified a number of problems with traditional advertising models and has also created a solution—a new agency model.

“Starr Tincup has found the traditional advertising agency model to be obsolete because it produces a product that is not valued by most B2B companies,” said Bret Starr, principal and co-founder of Starr Tincup. “Today’s B2B companies are demanding something more than loose concepts built around visibility and awareness—they want measurable ROI.”

Today, B2B companies need marketing process, metrics, technology savvy, bottom-line accountability and an understanding of the financial impact (ROI) of marketing. Starr Tincup’s new marketing services model is aligned with what B2B companies want and need to buy. The new model focuses on technology, process, metrics, ROI and pragmatic forms of marketing, such as Internet marketing and lead generation. This new model is in line with the advertising budget and Internet spending trends reported by eMarketer. The new agency model utilizes the Active Path, a proprietary marketing model designed by the firm to help clients make decisions about sales and marketing investments based on root cause analysis, predictive modeling and ROI projections. The Active Path is effective for prioritizing all forms of B2B marketing, including Internet advertising.

“The reason for the shift in budgeting from other media to the Internet is supported by metrics,” said J. William Tincup, principal and co-founder of Starr Tincup. “B2B companies need a model that will focus on technology, ROI and especially metrics.”

About Starr Tincup

Starr Tincup is a premium marketing agency for business-to-business software and services companies. The company helps its clients select, acquire and retain customers through direct and indirect channels. The scope of services includes the development and execution of market research, sales and marketing process, marketing programs, and best-of-breed sales and marketing technology implementation and integration.

For more about Starr Tincup, visit their website at www.starrtincup.com or read their blog at http://starrtincup.blogspot.com.

Media Contacts
Bret Starr
Principal and Co-Founder
817.204.0388
starr@starrtincup.com

J. William Tincup
Principal and Co-Founder
817.204.0400
tincup@starrtincup.com
Starr Tincup