July 11, 2012
Conversational marketing technology provider Neolane, Inc. today announced that its customer Sophos has been recognized by DemandGen Report as one of 10 B2B organizations to earn a 2012 Sales and Marketing Integration Award. Winning organizations were recognized for their accomplishments in driving revenue by upgrading lead generation and lead management programs and leveraging marketing automation technology to create more sophisticated, repeatable processes for success.
A leading IT security and data protection company, Sophos’ global sales and marketing integration efforts were recognized based on the company’s ability to effectively execute multi-touch campaigns that utilize several metrics to track which activities effectively move prospects into the pre-buying cycle and ultimately generate revenue.
“This recognition is well-deserved. Sophos has clearly demonstrated the benefits of applying marketing automation to the customer lifecycle, and the impact of proactive, targeted communications,” said Kristin Hambelton, vice president of marketing, Neolane, Inc. “We are proud to work closely with Sophos and support the company’s business goals through streamlining lead management processes and enabling the marketing team to prioritize around high-value strategies.”
The Neolane platform supports Sophos’ efforts to seamlessly plan, target, execute and measure communications with prospects while enabling the company to adjust campaigns and focus marketing spend on activities that are most effective in transforming a touch into a lead. With alignment around data protection and privacy priorities, Sophos utilizes the Neolane platform through its highly secure Software-as-a-Service (SaaS) model. Additionally, with Neolane’s scalability and ease of integration with Salesforce CRM, Sophos can automate response handling for hundreds of campaigns each month and stay ahead of customer communications like sending renewal notices associated with upcoming license expiration.
“While B2B organizations have traditionally focused on mapping marketing automation to CRM systems, this year’s winners focus on how demand generation efforts now extend far beyond marketing automation,” says Amanda Batista, managing editor of DemandGen Report. “Our winners demonstrate the distinct ability to tie technology integrations to their overall demand generation processes. They are tackling complex projects that involve multiple technology platforms, data stores and workflows.”
The 2012 Sales and Marketing Alignment Awards Report is available for download from the DemandGen Report website: http://www.demandgenreport.com.