30 May 2012
Conversational marketing technology provider Neolane today announced it was named a Visionary in the Gartner, Inc. 2012 “Magic Quadrant for CRM Multichannel Campaign Management”1. According to Neolane, with high-performance digital marketing technology at the core of its platform, the company is at the forefront of a new era of marketing innovation that places a premium on improving engagement by reinventing the customer experience across inbound and outbound communications channels.
According to Gartner, “multichannel campaign management (MCCM) processes enable companies to define, orchestrate and communicate offers to customer segments across multichannel environments, such as websites, mobile, social, direct mail, call centers and email. This approach can include integrating marketing offers/leads with sales for execution.”
Neolane states that one of the cornerstones to enabling B2C and B2B organizations to increase personalization, conversion rates and customer satisfaction is Neolane Interaction™. Based on Neolane’s conversational marketing platform, Neolane Interaction is a real-time recommendation engine enabling marketers to ensure consistency and accuracy of multiple marketing campaigns and offers across channels including web, call centers, point-of-sale, email, mobile apps and Facebook. Recent enhancements allow marketers to target consumers by proposing the best offer at each stage of a prospect’s online brand experience – from anonymous to authenticated contact.
“Neolane’s commitment to product innovation directly impacts brands’ relationships with customers, and continues to place us quarely in conversations with organizations that want to improve digital marketing agility, sophistication and scale,” said Stephane Dehoche, president and CEO, Neolane. “We are particularly enthusiastic about conversations that key in on Gartner’s emphasis on digital marketing and its transformative impact on MCCM. It’s an important observation that is an indicator to us about how organizations are evolving in terms of how they evaluate solutions and will benchmark results, and where we can capitalize on future market opportunities.”
With additional industry-first social marketing capabilities that support effective influencing of fans and followers, social permission management and support for social sign-on tools like Facebook Connect, Neolane continues to expand its work with enterprise-class organizations, including divisions of 21 of the Fortune Global 100. Many of these customers take advantage of Neolane’s flexible deployment models, including both perpetual license and SaaS, which provides companies with a quick, cost-effective option to launching conversational marketing-based strategies. Based on its continuous product innovation, Neolane closed out another profitable year, reporting 2011 revenues of $44 million, driven by 47 percent year-over-year growth.
In examining market growth opportunities, Gartner states that “the CRM market as a whole continued to enjoy a strong rebound in 2011, with total revenue reaching $11.9 billion, a 12.7% growth from 2010. Marketing automation software, a $2.8 billion market in 2011, for which campaign management revenue represents the largest portion, is expected to have year-over-year, double-digit growth for the next three years. It represents the largest growth area in CRM, compared with sales and customer service software revenue forecasts.”2
1 –Gartner, “Magic Quadrant for CRM Multichannel Campaign Management,” by Adam Sarner, May 22, 2012
2 –Gartner, “Forecast: Enterprise Software Markets, Worldwide, 2008-2015, 4Q11 Update”