Enterprise Marketing Automation Platform

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1 Enterprise Marketing Automation Platform Marketing is undergoing a fundamental shift. Emerging channels such as and mobile have created new and unique opportunities to reach a new generation of customers more quickly, efficiently and directly. However, traditional channels such as direct mail and the telephone aren t going away anytime soon. This means marketers are faced with the challenge of presenting a consistent face to customers across both old and new channels, transcending technological and often organizational barriers. It s a tall order. That s where Neolane comes in. Since deploying Neolane, our marketing team has improved productivity, doubled response rates without increasing spend, and reduced campaign analysis time from 5 days to 1. Sephora

2 "We needed to bring all of our data together to gain better insight into our fans purchasing behavior and preferences. As a result, we are able to drive better customer interactions across multiple channels, including and SMS in particular." EMI Music France Neolane provides the only enterprise marketing software specifically designed to manage, automate and optimize programs across traditional and emerging channels including direct mail, and mobile. With Neolane s cross-channel direct marketing and lead management solutions, marketers can manage campaigns, resources, customer data and analytics from a single platform to dramatically improve effectiveness and ROI. Built by marketers for marketers, Neolane is used by more than 150 of the world s leading companies, including Alcatel-Lucent and Sephora. Neolane s platform was built from the ground up to power a broad range of marketing process automation requirements from budgeting and planning through creation and real-time execution to measurement and reporting. By integrating multiple processes, companies gain visibility and control over their total marketing operations and can more efficiently build and execute sophisticated cross-channel communications strategies that drive results. Examples include: High-end cosmetics retailer Sephora teamed with Neolane to drive timely, targeted, customer loyalty programs in-store and online by consolidating all POS and customer data to gain a 360-degree view of customers. In the process, Sephora has achieved estimated productivity gains of 70 percent for the creation and execution of direct mail campaigns, doubled response rates without increasing spend, and reduced campaign analysis time from five days to one. EMI Music France leverages Neolane s enterprise marketing software to plan, create and execute targeted campaigns across direct, and mobile marketing channels in order to forge stronger relationships with consumers. One such campaign enables EMI to send SMS messages to alert fans to upcoming events, and drive them to web or mobile sites for new ringtones, screensavers and music downloads. Alcatel-Lucent uses the Neolane platform to automate and coordinate a broad range of marketing functions including campaign planning and real-time execution, lead management and fulfillment, campaign analytics and reporting. Neolane is integrated with CRM systems to help Alcatel- Lucent better generate, qualify, score, nurture and route leads based on customer profiles and historical interaction. Alcatel-Lucent s internal marketing group also uses Neolane to support marketing communications such as event invitations and partner newsletters, along with corporate updates and product news, and to power Web-based strategies to capture, centralize and automate responses to customer requests such as whitepaper downloads and newsletter requests. 2

3 "For companies considering a new system, it s definitely worth a look." David Raab, Raab Associates A Software Platform for Enterprise Marketing Automation Neolane s platform encompasses all the essentials marketers need to plan, create, execute and measure marketing activities. Applications in the platform include: Neolane Campaign, for creating and executing cross-channel marketing communications. Neolane Interaction, for coordinating inbound and outbound activity and offers. Neolane Message Center, for coordinating real-time, high-volume communications and transactional messages, automatically. Neolane MRM, to help marketers create plans and manage costs and resources. Neolane Lead, for automating lead generation, scoring, routing and nurturing. These five core applications combine to form Neolane s two solutions: Cross-Channel Marketing Optimization for high-volume, transactional B2C marketers, and Lead Management Optimization for B2B marketers and others who use multiple touches to transform a prospect into a customer over time. 3

4 All Neolane applications are built on one single, open platform. Unlike traditional marketing automation vendors, Neolane did not acquire a portfolio of technologies and then attempt to stitch them together they were developed by Neolane from scratch, and share a single code base, which makes for easy integration and implementation. At the core of Neolane are its versatile workflow engine and innovative graphical user interface. Its highly automated, role-based collaborative workflow engine enables maketers to easily define processes to plan and manage budgets, resources and content; segment customers; define rules and triggers; create and re-use templates; execute campaigns; capture responses; define lead flows; and analyze results. The visual framework makes it intuitive for marketers to coordinate all marketing processes and customer interactions spanning multiple channels, dynamically formatting content upon delivery. The level of personalization is virtually unlimited, empowering marketers to deliver the right message to the right person via the right channel at the right time. 4

5 Neolane Campaign Neolane Campaign provides core campaign management functionality for marketing teams. Designed to handle both traditional and emerging channels, Neolane Campaign helps marketers design and execute singleand cross-channel communication strategies, collect and measure responses, and fulfill requests. With Neolane Campaign, marketers can easily communicate with customers and prospects in a consistent fashion, via each person s preferred channel, without having to create multiple, channel-specific campaigns. It also tracks tasks for marketing team members, manages workflow, sends alerts and tracks costs back to budget for reporting purposes, and contains out-ofthe-box reports for essential metrics such as campaign ROI and open rates. Templates are provided for common marketing programs, such as e-newsletters and postcard mailers, and users can easily create or import their own templates as well. Neolane Interaction Neolane Interaction enables marketers to coordinate multiple offers consistently across multiple channels both inbound and outbound using one single business rules engine. Based on that engine and detailed profile information, Neolane Interaction provides real-time personalized offer and content management, dynamically serving up the right offer to the right person at the right time. Neolane Message Center Neolane Message Center manages and generates high-volume transactional messages in real time, including order confirmations, statements, delivery notifications and alerts. It also enables marketers to coordinate transactional messages with marketing messages, in order to, for example, suggest related products available for purchase in an order confirmation thus facilitating up-sell and cross-sell opportunities. Neolane MRM Neolane MRM provides rich Marketing Resource Management features for both internal and external users, and includes everything a marketing team needs to create plans and then manage costs and the resources required to bring those plans to life. Neolane MRM also provides workflow and process automation features that help teams work together to efficiently and effectively execute marketing programs, including alerts and validation workflows. Reporting is a key feature of Neolane MRM it contains out-of-the-box reports that enable marketers to easily track project status, tasks and resources. Fully customizable, Neolane MRM contains everything marketing teams need to centrally manage all of their resources. Neolane Lead Neolane Lead enables B2B marketers to optimize demand generation, sustain a conversation, intelligently manage leads, and measure results. Using Neolane Lead, marketers can design and execute personalized campaigns; collect responses and inbound data; automatically fulfill collateral requests; and update profiles in a central data mart. It scores and ranks leads, routes hot leads to sales via real-time integration with CRM/SFA, and automatically nurtures other contacts to help move them along toward conversion. Neolane Lead also automatically tracks and links sales and pipeline activity back to specific marketing programs in order to help marketers measure the true financial impact of marketing without having to toggle back and forth between systems, or use makeshift spreadsheets. 5

6 Neolane allows electronics manufacturer Hager to capture 1,000 new prospects each month, and it has achieved a 10% conversion rate due to improved lead quality resulting in millions of dollars in incremental revenue per year. Optional Features Marketers can customize their Neolane solution to meet their specific needs through several optional add-on features, including: Survey Manager: For incorporating rich survey features into marketing communications, and automatically appending responses to their central marketing data mart. Content Manager: Enables marketers to easily generate communications, including HTML, featuring personalized content. Channels: Enables marketers to select which channels to use to deliver their programs including direct mail, , telephone, SMS, MMS or all of them. Predictive Marketing: Provides marketers with the tools required to perform predictive modeling, for better campaign targeting. Based on KXEN technology. Response Manager: An advanced modeling tool that enables marketers to measure the effectiveness of any type of direct marketing campaign in offline channels. Marketers define business rules for a program (i.e., precise descriptions of what constitutes a response). All point-of-sale data then flows through the model and Response Manager matches back transactions to the appropriate campaign. Cross-Channel Marketing Optimization Neolane s Cross-Channel Marketing Optimization solution enables B2C marketers to plan, create and execute cross-channel campaigns that present consistent, coordinated offers across multiple channels. Cross-Channel Marketing Optimization was designed to work the way marketers do, and to automate everything possible even at very high volumes. Consisting of the Neolane Campaign application and base platform, it empowers teams to construct complex marketing automation workflows quickly and easily in order to best capitalize on buyer interest no matter what the channel. Organizations can enhance their Cross-Channel Marketing Optimization solution with Neolane MRM, Neolane Interaction, Neolane Message Center and other optional features. Lead Management Optimization Neolane s Lead Management Optimization solution provides the infrastructure marketers need to optimize demand generation, sustain a conversation, intelligently manage leads, and measure results. Designed to help marketers communicate with customers across multiple touches and longer buying cycles, Lead Management Optimization incorporates scoring, ranking and routing rules as well as automated lead nurturing capabilities. It also includes reporting tailored to B2B marketers needs, such as the ability to measure conversion rates in a multi-step sales cycle. It consists of the Neolane Lead application and base platform, and can be enhanced with the Neolane MRM, Neolane Interaction and Neolane Message Center applications plus other optional features. 6

7 "Neolane makes it simple for us to manage large, complex marketing campaigns." Packard Bell What makes Neolane different? Single, open software platform for enterprise marketing Automates all marketing processes, functions, and roles Ensures uncompromising agility, flexibility, and response times One code base shared among all Neolane applications Ability to orchestrate emerging technologies with traditional channels Coordinate cross-channel communications from prospect to conversion Provide customers a consistent experience regardless of channel Intuitive graphical user interface Increase productivity with a visual framework for creating and managing processes and events Innovative role-based workflow capabilities User-definable process automation across functions Collaboration and notification ensure corporate compliance and approvals One system of record for customer and prospect data Guarantee that marketing activity is based on current and accurate information Ensures consistency and adherence to processes and regulations Dynamic content personalization across all channels at high volumes Combines declared and observed criteria like geography for content selection Coordinated content formats including print on demand End-to-end native solution built on standard technology SOA ready, web services support for simple integration with operational systems Rapid Process Deployment Neolane offers the industry's only common platform built from the ground up with a standard open architecture (Web-Services based) and flexible relational data. Designed to be highly adaptable, Neolane can attach to an existing data mart, extend it, or provide one for you. Template-based, each and every process, function and field can be tailored to your requirements to rapidly align, manage, and measure all your marketing activity continuously. The entire platform is highly scalable and modular, allowing customers to add new features when they are ready. Neolane is compatible with, and frequently integrated with, common CRM, marketing and database vendors including salesforce.com, Siebel, Oracle, Microsoft, Experian and Acxiom. Rapid deployment, scalable, adaptable and reliable Template based with user-definable processes, fields and tables On premise or on demand, N-tier architecture. 7

8 Licensing Flexibility Neolane offers customers a variety of licensing terms. They can purchase the Neolane software outright for on-premise use, purchase it on-demand, or midsource an innovative model unique to Neolane that allows companies to purchase the software but engage Neolane to host it at our facility. Midsourcing provides the flexibility and ease of hosting with the security of keeping customer information at your site. Many Neolane customers now choose midsourcing. Neolane Professional Services Neolane employs a staff of dedicated consultants with extensive expertise in direct marketing and enterprise marketing software. Our staff and network of partners can provide a full range of services to help customers implement Neolane to its fullest potential. Services provided include data mart construction, software implementation and business process integration, Neolane training and support, data mining, campaign design, template creation, custom analytics and reporting. We can also provide expert guidance and best practices for program strategy and execution. Learn More Effective marketing with measurable impact is critical to your success. It s why hundreds of wellknown companies in more than a dozen countries have turned to Neolane. Contact us today to discover how Neolane can help drive marketing that delivers for your organization. To learn more about Neolane or see the software in action, visit or contact us at or Neolane, Inc. One Gateway Center - 7th Floor Washington Street Newton, MA Office: Fax: United States United Kingdom France Scandinavia Copyright 2009 Neolane, Inc. Neolane is a trademark of Neolane, Inc. in the United States and other countries. All other trademarks contained herein are the property of their respective owners.

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