Newton, MA
November 29, 2007
New Generation Marketing Platform to Drive Marketing Communications and Lead Management Across Extended Network of Resellers and Customers.
Neolane, Inc., the software company for new-generation marketing, today announced it has been selected by Alcatel-Lucent to power its business-to-business (BtoB) marketing programs. Using Neolane's enterprise marketing platform, Alcatel-Lucent will have a centralized solution to support marketing efforts across its extended, global network of customers and channel partners and more efficiently manage internal marketing communications.
Neolane's enterprise marketing solution is a single, open platform that encompasses all the essentials for managing campaigns, leads, dynamic content, marketing resources, customer data and analytics. Previously bound by various point solutions, Alcatel-Lucent will use the Neolane platform to automate and coordinate a broad range of marketing functions including campaign planning and real-time execution, lead management and fulfillment, campaign analytics and reporting.
Additionally, Neolane's enterprise marketing platform will integrate with CRM systems to help Alcatel-Lucent better generate, qualify, score, nurture and route leads based on customer profiles and historical interaction. Alcatel-Lucent's internal marketing group will use also Neolane to support marketing communications such as event invitations and partner newsletters, along with corporate updates and product news. And Neolane will power Web-based strategies to capture, centralize and automate responses to all customer–facing requests such as whitepaper downloads and newsletter requests. Neolane's advanced dynamic content management features support re-use and ease personalization efforts, helping the marketing team to increase efficiency. One of Alcatel-Lucent's goals using Neolane is to automate the development and delivery of personalized customer newsletters on a monthly basis.
Neolane’s robust and scalable platform provides Alcatel-Lucent with extensive marketing database functionality to personalize messages, track individual reactions, keep account history and handle bounced messages. The platform can easily combine direct mail, email, web personalization, digital printing, WAP Push, and mobile applications like SMS ("Short Message Service" or text messaging) and MMS ("Multimedia Message Service") into a tightly orchestrated marketing program.
"Enterprise companies with distributed business locations and large customer bases often suffer from inconsistencies in their sales and marketing efforts. Neolane's enterprise marketing management solution bridges the communication gap, providing users with a complete view of the entire marketing organization," said Patrick McHugh, executive vice president of North American Operations, Neolane. "Alcatel-Lucent's deployment of Neolane is a testament to the value of 360-degree marketing."
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