Newton, MA
April 8, 2009
Marketing Automation-Based Solution Added to Raab Guide to Demand Generation Systems; Achieves Top Credit in Performance and Ease-of-Use Categories
Enterprise marketing software provider Neolane, Inc. today announced its Lead Management Optimization solution was recognized by Raab Associates for demand generation system usability and performance excellence. Neolane received top credit in Raab's vendor comparison matrix for its powerful campaign management, broad reporting capabilities, and advanced lead scoring and distribution.
Neolane is a new addition to the Raab Guide to Demand Generation Systems. In a separate Raab Associates report based on the Raab Guide data, Neolane received the highest possible scores in several usability study categories. In particular, Neolane's Lead Management solution excelled in its support for complex campaigns, which require greater system sophistication and scope. The Raab Guide to Demand Generation Systems (www.raabguide.com) is a detailed, independent assessment published by Raab Associates that was created to help marketers select and deploy the right demand generation system for their business-to-business sales and marketing requirements.
"The Raab Guide is the result of exhaustive vendor research and evaluations to create a greater understanding of what demand generation systems are capable of addressing, while providing marketers with the tools they need to streamline the selection process," said David Raab, principal, Raab Associates. "We have worked closely with Neolane over the past several months and are pleased to add its powerful, flexible marketing automation system to the Guide, highlighting its particular strength in supporting advanced demand generation campaigns."
Powerful Campaign Management, Flexible Reporting in One Easy-to-Use
Solution
Neolane's Lead Management Optimization solution performed particularly well in
categories with advanced lead generation campaign requirements including support
for sophisticated, cross-channel marketing initiatives that span product lines,
geographies and languages. These requirements tend to reflect the marketing
automation needs of organizations with annual revenues greater than $100 million
and departments within the largest enterprise organizations.
Neolane's Lead Management Optimization solution provides the infrastructure marketers need to optimize demand generation; intelligently capture, nurture, score and dispatch leads; sustain a conversation; and measure results. Designed to help marketers communicate with customers across multiple touches and longer buying cycles, Lead Management Optimization incorporates features for automated lead nurturing. It also includes reporting tailored to BtoB marketers' needs, such as the ability to measure conversion rates in a multi-step sales cycle. In fact, Neolane is the only company in the Guide’s vendor matrix to offer integrated predictive modeling within campaign execution.
"Today's sales cycle for BtoB companies is complex and lengthy, requiring a variety of different touch points with multiple company contacts across several marketing channels. Yet, for many companies, the lead management process is oversimplified and lacks ROI," said Stephan Dietrich, president, Neolane, Inc. "As marketing organizations mature to address more complex business models, changing economic pressures, and a renewed emphasis on customer retention, they are increasingly turning to Neolane to implement a more sophisticated approach to generating the right kind of leads, and nurture them in a consistent and coordinated way across communications channels."
Neolane's Lead Management Optimization solution is based on the fifth generation of its enterprise marketing software platform. It is available in a number of flexbile deployment options - on premise, on demand, as well as its Mid-sourcing™ model; Neolane is the only vendor in the Guide's matrix to offer an on premise solution. Neolane allows companies to use hosted software to outsource e-mail, mobile and web channel execution and delivery while maintaining control over high-value areas such as customer and prospect data, campaign management and marketing processes. The Mid-sourcing model mitigates security concerns often associated with outsourced data while guaranteeing optimal uptime and deliverability, and helps companies quickly benefit from an enterprise-class marketing automation solution with little up-front investment.
