Newton, MA
November 30, 2009

Neolane Positioned Strongly in SiriusDecisions' Demand Creation Provider Grid

Marketing Automation Vendor Performs Well in Technology and Services Evaluation That Examines Strengths in Categories Such as Lead Management, Campaign Management and Marketing Database

Enterprise marketing software provider Neolane, Inc. today announced that it was positioned strongly in a recent vendor evaluation conducted by SiriusDecisions using the analyst firm's Demand Creation Provider framework. SiriusDecisions gave Neolane high marks for the breadth of its cross-channel marketing automation platform, focusing on key lead management and campaign management functionality, and its ability to integrate multiple marketing databases to provide customers with a complete closed-loop solution.

"We initiated this Demand Creation Provider evaluation framework to provide B2B marketers with valuable insight into the vendor landscape so they can make important, ROI-based decisions for selecting the right technology investments that will scale to meet evolving business requirements," said Megan Heuer, research director, SiriusDecisions. "We hope that our clients will benefit from learning more about valuable technology and services functionality.”

According to [the] SiriusDecisions [research], "the Neolane platfor offers considerable value for midsize and large organizations that need to integrate large amounts of prospect data into multiple databases, as well as to manage a distributed, global marketing organization." Based on Neolane's experience in B2B marketing environments, mid-enterprise organizations face many different challenges, one of the most significant being lead management and the ability to score leads to get a better feel for prospect quality. This is crucial for marketers as they search for new strategies to help generate new business and to improve and accelerate the lead generation process.

According to Neolane, its Lead Management Optimization solution is differentiated by its ability to provide marketers with one enterprise-class marketing system of record that can tightly link lead generation, management and measurement, resulting in higher quality leads through better lead capture, nurture and scoring. SiriusDecisions specifically evaluated Neolane on its lead management capabilities, stating that "Neolane's lead management functionality includes automation and triggers based on customer behavior, which means depending on the content a prospect downloads or particular offers they show interest in, they can be served incremental offers on the fly. Advanced preferences and lead scoring capabilities are also included; a flexible rules engine lets customers define scores based on multichannel activities and then use these results to build customer profiles as scoring rules are optimized."

"The SiriusDecisions' evaluation effectively showcases Neolane's powerful enterprise marketing technology and services, and focuses on the key features we believe are critical for B2B marketers to succeed," said Stephan Dietrich, president, Neolane, Inc. "Effective lead management and scoring practices are critical in generating new business opportunities, and we are proud to be able to offer a comprehensive solution that enables marketers to improve the quality of their leads and accelerate those leads through the pipeline."

SiriusDecisions recognized Neolane's adaptive marketing features, stating that "Neolane's standard reporting and analytics provide customer data analysis, campaign metrics (e.g. revenue per campaign, cost per lead, cost per opportunity), cross- and up-sell analysis, as well as retention analysis." The firm also highlighted advantages of Neolane's solution, open architecture and APIs that support the benefits of its flexible deployment models. Neolane offers multiple deployment options including on premise, on demand, and a hybrid Mid-sourcing™ model. The Mid-sourcing option alleviates security concerns often associated with outsourced data while supporting optimal uptime and deliverability.

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