- Neolane Leads™ accelerates prospect acquisition and conversion while supporting long-term customer value creation. Enables B2B marketers to transition away from “single individual, single channel, one-off execution” practices to processes that engage multiple individuals within a buying organisation in highly effective, simultaneous and coordinated one-to-one dialogues-

TWICKENHAM, UK– April 27, 2010 – Enterprise marketing software provider Neolane today announced the global availability of Neolane Leads. Neolane Leads is the world’s first truly individual- and organisation-aware cross-channel B2B marketing software platform. It enables B2B marketers to combine lead management and ongoing loyalty, cross-sell and up-sell initiatives into a single holistic process.

Neolane Leads provides B2B marketing organisations with a complete set of services to manage their lead management funnel, providing lead acquisition, scoring, nurturing, and routing services connected to the sales pipeline. At the same time, leveraging Neolane’s business-to-consumer (B2C) conversational marketing expertise, Neolane Leads orchestrates simultaneous, coordinated one-to-one dialogues with influencers, prescribers and decision makers within target buying organisations to nurture personal relationships with the individuals that make and influence organisational purchasing decisions.

“By 2015, 30% of Global 2000 companies that focus on improving lead management processes will increase revenue 5% to 10% through better qualification, prioritisation, distribution, augmentation, allocation, tracking and closing of leads from multiple lead-generation sources,” writes Chris Fletcher, of Gartner, Inc. in his February 25, 2010 research note entitled Lead Management Investments Drive Revenue Improvements.

"Lead management is essential but cannot be considered independently of customer lifetime value optimisation. Also, B2B marketing processes must match B2B sales best practices and thus involve a coordinated outreach to multiple individuals within a single organisation,“ said Stephane Dehoche, CEO of Neolane. “In the past, many B2B marketers turned to the Neolane platform for its conversational strengths, but we only partly answered their broader B2B marketing needs. Neolane Leads services the full spectrum of B2B marketing requirements all while keeping the best of what Neolane is known for: interactive one-to-one cross-channel dialogues with the individuals that drive purchasing decisions.”

Features of Neolane Leads that may be orchestrated into flexible processes include:

• Organisation-aware one-to-one cross-channel prospecting, up-sell, and cross-sell campaigns.
• Organisation-aware one-to-one lead nurturing workflows.
• Import of external prospect lists (sponsorships, events, direct mail respondents).
• Event management services (seminars, tradeshows).
• Incoming prospect cleansing, deduplication, and matching.
• Self-service segmentation and counts by non-technical marketers.
• Lead scoring via standard methodologies such as BANT, AINT or flexible user-defined scores.
• Two-way connectivity with popular sales force automation systems including Microsoft Dynamics, Oracle CRM On Demand and Salesforce.com.
• Sales and marketing pipeline analytics.

Neolane Leads may be supplemented with Neolane Interaction™. Neolane Interaction features a real-time cross-channel recommendation engine based on a unified offer catalogue. During an inbound visit to a Web site or within an outbound email, Neolane Interaction serves up the next best offer leveraging flexible rules such as known sales opportunities within the organisation and the individual’s role in the purchasing process (influencer, prescriber, decision maker).

Neolane Leads may also be extended with Neolane Distributed Marketing™ to support the needs of geographically distributed marketing organisations and those with delegated marketing processes (value added resellers, channel).

“We rely on Neolane to optimise our lead acquisition processes and boost prospect recruitment,” said Fabrice Canton, E-Marketing Manager at Hager Group, a global leader in electrical equipment manufacturing. “Every marketing activity performed by a prospect, such as a click within an email, a visit to our Web site, a collateral download or a business card brought back from a tradeshow is registered and automatically modifies the associated lead score. Neolane determines at which point the lead must be handed off to our sales team, boosting sales efficiency.”

He continued: “We estimate that half of our new customers are recruited thanks to the 360-degree view we have of prospects and customers, and to the automation of our acquisition, qualification, and customer loyalty programmes.”

Already available in Saas mode in North America, Neolane Leads is now globally available in on premise licensing mode and in Saas mode. Neolane Leads is a product within the integrated Neolane v5 cross-channel enterprise marketing platform.

A webinar on Neolane Leads will run on 25th May 2010. You can register here: http://www.neolane.com/uk/pressrelease-lead-management-webinar.htm

=About Neolane=
Neolane provides the only enterprise marketing software specifically designed to manage, automate and optimise programmes across traditional and emerging channels including direct mail, email and mobile. With Neolane, 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 200 of the world’s leading companies including Accor Hotels, Alcatel-Lucent, Orange and Sephora. Visit www.neolane.com

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Media Contacts:
Derek Harris
Harris Communications (for Neolane UK)
Ph: +44 (0) 1395 516613
Mob: +44 (0) 7867 525722
Email: derek@harriscomms.com

Copyright © 2010 Neolane, Inc. All Rights Reserved. All other brand names, product names, or trademarks belong to their respective holders.

Published on: 9:27AM on 27th April 2010