Neolane Tapped as a 2012 Raab Associates' B2B Marketing Automation Vendor Selection Tool
Sep 05, 2012 (Close-Up Media via COMTEX) --
Conversational marketing technology provider, Neolane 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, businesses are defined as those with $500 million in revenue or more. According to a release, 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 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, the Company said Neolane Leads is a 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.
The VEST is designed to help marketers purchase the right marketing automation system for their needs.
Raab Associates specializes in helping marketers to select and deploy marketing automation systems.
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