Newton, MA
January 13, 2009

Hager Taps Neolane's Automated Lead Management Solution

Global Electronics Manufacturer Enhances Prospect Database and Implements Personalized Marketing Campaigns with Neolane's Enterprise Marketing Platform

Enterprise marketing software provider Neolane, Inc. today announced that Hager, a $1.5 billion global electronics manufacturer, has implemented Neolane's Lead Management Optimization solution to automate and improve the effectiveness of its demand generation and lead management processes. With Neolane, Hager is now able to capture 1,000 new prospects each month with a 10 percent conversion rate – accounting for more than 50 percent of its new business generated.

Hager turned to Neolane to serve as the foundation for its new 360-degree marketing approach to demand generation and lead management. With Neolane, Hager was able effectively implement its new strategy designed to:

• Generate website traffic through offline and online communication, search engine optimization, and word of mouth;
• Build rich profiles on customers and prospects with opt-in Web forms including qualifying questions;
• Use segmentation and personalization liberally to make communications more relevant and timely, and convert more prospects into customers; and
• Promote customer loyalty by delivering regular, personalized content and information based on areas of interest.

"Our previous manually-intensive approach prevented us from getting to know – and accurately respond to - our customers' preferences. This lack of visibility negatively affected our ability to generate leads and convert prospects. It was time to make a change," said Fabrice Canton, head of e-marketing, Hager France. "Neolane had everything we needed for coordinating demand generation and lead management processes across channels. The ability to segment and personalize communications from a single platform has surpassed our expectations in terms of the impact on the quality of our leads and overall campaign effectiveness."

Hager was able to implement the Neolane solution within two months. Today, with the ability to automatically capture customer and prospect information, Hager's prospect database has increased by 80 percent, and the quality has improved immeasurably. For more detail on how Hager achieved these results, download the full Hager case study.

"Hager demonstrates how organizations can significantly increase demand and lead generation effectiveness by automatically capturing customer and prospect data across marketing channels, and then using that data to personalize future communications," said Stephan Dietrich, president, Neolane, Inc. "We're proud to be a part of their success."

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