Newton, MA
September 29, 2009
Marketers Will Learn the Essentials for Utilizing Data from Across Multiple Channels to Increase Customer Retention, Drive New Customer Acquisition and Improve Marketing Efficiency
| Enterprise marketing software provider Neolane, Inc. today announced it is included among lead management vendors in an independent report by Forrester Research, Inc. The September 2009 report, "B2B Lead Management Automation Market Overview," provides insight into market maturity and the benefits B2B marketers can achieve through effective lead management practices and technology. |  |
Forrester interviewed 18 vendor companies providing marketing automation and/or services, as well as a number of users of this technology. Forrester defines lead management automation as "tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers' propensity to purchase, and increase alignment between marketing activity and sales results."
Neolane is included among four cross-over vendors, those marketing automation companies that also offer lead management capabilities. According to Forrester, "Neolane combines campaign management, MRM, customer data management, and analytics into a single platform with an attractive, rich user experience."
According to Neolane, its Lead Management Optimization solution is differentiated by its ability to provide marketers with one enterprise-class system of record that can tightly link demand generation, lead management and measurement, resulting in higher quality leads through better lead capture, nurture and scoring. B2B marketers also benefit from built-in workflow features, on-premise or on-demand deployment models, and the ability to automate internal collaboration processes and external customer dialogues.
"Neolane’s Lead Management Optimization solution is a popular choice among B2B marketers who require enterprise-class software to support the complexities associated with multiple product lines, partners and geographies, but also need a solution that is intuitive to use and easy to deploy," said Stephan Dietrich, president, Neolane, Inc. "With flexible deployment models and proven reporting features that help marketers defend and grow budgets, Neolane is the right choice for marketers who are looking to improve the agility, flexibility and productivity of their B2B campaigns."
