August 29, 2012
Conversational marketing technology provider Neolane Inc. today announced it was named a strong leader for the large business sector in the most recent Raab Associates report that evaluates marketing technology for business-to-business (B2B) organizations. The 2012 “B2B Marketing Automation Vendor Selection Tool (VEST)” is designed to help marketers in small, mid-size and large marketing departments purchase the right marketing automation system for their needs.
For the purposes of the Raab report, large businesses are defined as those with $500 million in revenue or more. Additionally, these businesses are defined as companies that “have large marketing departments that may manage hundreds of campaigns for different products in different locations.” Vendors in this space were evaluated on specific criteria including the ability to support automated content selection, project management, complex lead scores and tight control over the rights granted to individual users.
“Based on our evaluation, Neolane rates highest in marketing automation features for the large business segment,” said David M. Raab, marketing technology consultant, analyst and VEST author. “Compared to a majority of the other vendors with solutions for this sector, the clearest technical distinction is the marketing database. Neolane is designed to connect with custom-built, external databases and therefore provides large businesses with sought-after flexibility.”
Raab notes that Neolane is among only a few general purpose marketing automation systems evaluated in the report that serve large numbers of B2C and B2B clients. Raab states that “one of the reasons Neolane ranks so high in this sector is that large businesses often want more database flexibility than CRM-based approaches allow.”
"David is optimistic about the accelerated growth in the B2B marketing technology space, and we certainly echo that enthusiasm,” said Stephan Dietrich, president, Neolane, Inc. "One of the trends we’re seeing that’s driving adoption is the need to support B2B marketers’ goals for more intelligently responding to inbound prospect inquiries, like those made to a website, call center or Facebook brand page. Using Neolane’s conversational marketing technology, marketers can communicate with those inbound leads with dynamically generated offers and content that can be personalized based on actions like website browsing activity."
Built upon Neolane’s conversational marketing platform, Neolane Leads™ is a comprehensive B2B marketing automation application that addresses the full breadth of B2B marketing needs including lead capture, lead scoring and lead routing. Whether prospecting, addressing existing customers, or lead nurturing, Neolane Leads provides a full range of capabilities to drive highly personalized, cross-channel communications.
About the VEST Report
The VEST is designed to help marketers purchase the right marketing automation system for their needs. It provides more than 200 data points about each product, narrative descriptions of vendor strengths and weaknesses, and fitness ratings for small, mid-size and large marketing departments. Products in the VEST include: Act-On, Aprimo, Eloqua, eTrigue, Genius, HubSpot, Infusionsoft, LeadFormix, LeadLife, MakesBridge, Manticore Technology, MarketingPilot, Marketo, Neolane, Net-Results, OfficeAutoPilot, Oracle, Pardot, Right-On Interactive, SalesFUSION, Silverpop, and TreeHouse Interactive.
The report also includes interactive quadrants showing leaders and challengers for the three industry segments.
The report is published by Raab Associates Inc., an independent consulting firm specializing in marketing technology and analytics. Price is $795. For more information, visit www.raabguide.com/vest
About Raab Associates Inc.
Raab Associates Inc. specializes in helping marketers to select and deploy marketing automation systems. Typical projects include needs definition, vendor selection, and performance measurement. The firm also offers industry vendors assistance in understanding customer needs and establishing thought leadership through white papers, surveys and presentations.