TWICKENHAM, UK – October 31, 2011 – Conversational marketing technology provider Neolane today announced it was named a Visionary in the Gartner, Inc. 2011 “Magic Quadrant for Integrated Marketing Management.” (See note 1). According to Neolane, with its new capabilities to help brand marketers dynamically generate real-time content and offers across all inbound and outbound marketing channels, it continues to provide an integrated solution and robust campaign management functionality that continues to raise mind share in business-to-consumer (B2C) campaign management and B2B lead management.

Gartner defines Integrated Marketing Management (IMM), previously enterprise marketing management (EMM), as the marketing strategy, process automation and technologies required to integrate people, processes and technologies across the marketing ecosystem. According to the report, “Visionaries have a strong vision for applying technology and developing a platform to support a wide variety of integrated marketing roles, functions and processes, and tend to have a broad focus on marketing functionality. Although they may have core competencies in certain areas, they may lack depth in others. Visionaries are distinguished by their applications' usability and flexibility, vision for MPM and industry-specific marketing capabilities. Visionaries are market thought leaders and innovators for creating a platform for the entire marketing department that have not yet gained broad market penetration and adoption as the primary marketing platform.”

“Gartner defines visionaries as ‘market thought leaders and innovators,’ so Neolane being placed into this quadrant is a great honour. We believe our continued innovation and focus on making the right investments has contributed to Neolane’s steady and focused growth,” said Stephane Dehoche, president and CEO, Neolane. “While recognised for our integrated workflow and technology, as well as strong user interface and customisation, its Neolane’s ability to help brands more successfully engage with their customers that sets us apart. By providing a single platform to build and sustain one-to-one personalised lifetime dialogues across all marketing channels, Neolane is helping marketers navigate the sea change that is occurring today in the brand to customer relationship.”

According to Gartner, “With the renaming of EMM to IMM, we also renamed the Magic Quadrant and shifted its focus more toward integrated marketing processes. Although we continue to see a lot of tactical buying around areas such as social, campaign management, analytics and MRM, we are also seeing areas of focused integration among executional, operational and analytical processes.”

Neolane recently announced first-of-its-kind capabilities to help brand marketers build profitable relationships with Facebook’s more than 800 million users, by dynamically generating real-time personalised marketing offers and content on brand pages. This new feature is part of the next generation of Neolane Interaction, the company’s application for fusing inbound and outbound marketing campaigns and offers using one single business rules engine. One of five core applications in the Neolane Conversational Marketing platform, Neolane Interaction provides real-time personalised offer and content management, dynamically serving up the right offer to the right person at the right time.

Note 1 – Gartner, “Magic Quadrant for Integrated Marketing Management” by Adam Sarner and Kim Collins, October 26, 2011

=About the Magic Quadrant=
Gartner does not endorse any vendor, product or service depicted in our research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organisation and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

=About Neolane=
Neolane provides the only conversational marketing technology that empowers organisations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies. Future proof, Neolane has a track record of enabling its customers to adapt to new customer engagement challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 300 of the world’s leading companies including Alcatel Lucent,, Orange, Sears Canada, Sephora Europe and Sony Music. Visit and read our blog The Cross-Channel Conversation.

Published on: 10:18AM on 31st October 2011