Sybase Inc., an enterprise software company that is part of SAP, will increase its marketing spending this year in four key areas: collateral, social media, direct marketing and mobile, said Mark Wilson, senior VP-corporate and field marketing at Sybase.

“Spending is viewed with caution,” Wilson said. “We will pull back on those areas that are not necessarily producing and increase the things that are. As marketers in general, we want to figure out how to squeeze the costs out of our proven marketing platforms.”

Sybase will cut spending this year in search engine marketing and virtual events, and keep its advertising, events, PR and website budgets flat.

“Every facet of the marketing mix is focused on driving integrated results,” Wilson said. “Our goals are to increase leadership recognition in those target markets that are very important to us and to build the sales pipeline.”

On the collateral side, Sybase will develop thought-leadership content that is aimed at such vertical markets as enterprise mobility workers to arm its sales force with targeted marketing materials that will help them generate leads and drive sales.

“We are focused on account-based marketing and must-win accounts, and we want to shower these with value-added content,” Wilson said.

For example, last year Sybase developed a “Mobility Manifesto,” a thought-leadership piece available online and in print, that helps clients determine how effective their organizations are at enterprise mobility and what they need to do to get ready for the mobile transformation.

On the social media side, Sybase will use a number of tools, including Facebook, LinkedIn Twitter and YouTube, to encourage discussion about its brand and products.

“We've been doing social for a while,” Wilson said, noting that Sybase has increased its social media budget every year since 2009.

One of the most effective uses of social media for Sybase has been creating videos around its customers, partners and employees, then sharing them online.

“If they walk and talk, we'll shoot it, then put it up on a cost-effective platform like YouTube,” Wilson said.

On the mobile front, Sybase will increase its use of display ads on mobile websites, as well as roll out more mobile apps. For example, last year Sybase created a mobile app called “Capital Markets Guide 2011.”

Finally, Sybase will increase its direct marketing spending this year, as this has proven to be an effective platform in reaching vertical segments, Wilson said.