Newton, MA
February 3, 2011

Neolane Rated as a Strong Leader in B2B Marketing Automation Vendor Selection Tool

Raab Associates Recognizes Neolane's Conversational Marketing Technology for Its Cross-Channel Campaign Management Capabilities and Support for Large Enterprise Marketing Requirements

Conversational marketing technology provider Neolane, Inc. today announced it was rated as a "strong leader" in the large enterprise sector according to a new Raab Associates study. The vendor-neutral “B2B Marketing Automation Vendor Selection Tool” (VEST) also recognized Neolane as a "leader" for mid-size businesses.

The report was designed to help business-to-business (B2B) marketers select marketing automation systems based on individual needs. The tool does this by scoring products on nearly 200 product and vendor attributes, using different weights to create separate fitness scores for small, mid-size and large marketing departments. Product attributes evaluated for the report include categories such as lead generation campaigns, campaign management, lead scoring and distribution, reporting, usability and pricing.

Based on the benefits of its conversational marketing technology, Neolane is recognized in the report for offering “powerful, flexible marketing automation for mid-size businesses and departments of large companies. It supports any database structure, making it suitable for both businesses and consumer marketing." Highlighting integration with Salesforce.com, Microsoft Dynamics CRM and Oracle/Siebel CRM On Demand, the report notes Neolane functionality that “reduces the complexity presented to end-users while still permitting advanced functionality.

"According to our research, we believe that B2B marketing automation adoption among large enterprises will accelerate as the value of the technology is more widely recognized,” said David Raab, principal, Raab Associates, Inc. “However, only a few vendors, like Neolane, have the depth of product functionality to deliver special features such as automated content creation, project management and support for complex lead scores that are required by this group. Overall, this report should go a long way toward demystifying the vendor selection process, while offering insight into marketing automation trends and advice for ease-of-deployment."

According to the report, Neolane is a “clear leader” for large businesses. These marketing departments may manage hundreds of campaigns for different products in different locations. To address these particular needs, Neolane strengths highlighted in the report include cross-channel marketing support, flexible deployment models and highly sophisticated campaign management that includes options for “predictive modeling, automated selection of best offers, and optimization across multiple campaigns.” Additionally, “the system provides extensive features for financial, project and content management, as well as detailed control over user rights."

"This report by Raab Associates is a valuable, unbiased tool for B2B marketers who are actively moving toward making new marketing automation investments. It’s not an easy decision, and this tool does an excellent job of sorting vendor recommendations based on specific marketer needs," said Kristin Hambelton, vice president of marketing, Neolane, Inc. "Those B2B marketers who already use Neolane’s conversational marketing technology consistently report positive results based on their ability to optimize demand generation, sustain a conversation, intelligently manage leads and track/measure results."

Raab Associates Inc. is an independent consulting firm dedicated to helping companies make the most of today’s marketing technologies. For more details on the “B2B Marketing Automation Vendor Selection Tool," please visit http://www.raabguide.com.

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