Neolane is a marketing automation solution used by B2B/B2C enterprise marketing organizations. It can be deployed on premise or hosted at the vendor’s data center. This system offers a breadth of functionality to help marketers execute across across traditional and modern channels including direct mail, email and mobile. It helps marketers manage campaigns, resources, customer data, and analytics from a single, open platform created entirely by Neolane.
Neolane is an enterprise marketing solution. The system is focused on serving organizations with over $100M in annual revenue. Neolane is used by more than 170 companies around the world, including Sephora and Alcatel-Lucent. The B2B Lead Management solution automates lead generation, scoring and nurturing to help marketers develop a prospect into a customer over time. The Cross-Channel Marketing Optimization solution for B2C organizations helps manage campaigns over multiple channels. This direct marketing approach is ideal when targeting the modern buyer who communicates over several mediums.
Neolane is especially popular for banking and financial services, B2B high tech, retail, media and entertainment, and travel and hospitality. While the Cross-Channel Marketing solution enables marketers to deploy campaigns over multiple channels, Neolane also offers an Email Marketing solution for companies who prefer to focus their efforts on that channel specifically.
The following are the primary features of Neolane's marketing automation software:
|Lead generation||Channel ROI tracking||Marketing resource management|
|Lead scoring||Lead segmenting||Salesforce CRM integration|
|Lead management||Multi-channel campaigns||Oracle/Siebel CRM integration|
|Campaign analytics||Automated workflows||Microsoft CRM integration|
|Contact management||Batch email marketing||Experian CRM integration|
|Rules-based triggers||Custom user interface||Acxiom CRM integration|
While Neolane offers a breadth of functionality for both B2B and B2C organizations in the enterprise space, it does not have solutions for small-to-medium sized organizations. Its cross-channel marketing solution covers most of the functionality needed by B2C marketing firms, but is missing some of the more advanced social media integration tools that competing systems offer.
Neolane has three options for deployment: on-premise, on-demand, or midsource – a model unique to Neolane that provides companies with the ease of hosting and the security of keeping important information on site. Neolane’s software uses N-tier architecture making it easily scalable and adaptable.
Neolane presents the following as key differentiators in their product:
- Coordination of emerging technology with traditional channels
- Shared code base across all NeoLane applications
- Combined deployment models (i.e. on-premise supplemented with hosted)
- User-definable workflow capabilities
- Integration with major CRM/SFA vendors (Salesforce, Oracle/Siebel, Microsoft, etc.)
- Straightforward, intuitive GUI with multiple options for personalization
- Combined solution for organizations conducting both B2C and B2B marketing
- Supports multiple languages, currencies and marketing processes for global organizations
Neolane’s pricing is dependent on the number of records in the Neolane database (usually $5,000 per 100,000 records per month for the on-demand version). A perpetual license (on-premise) runs about $90,000 with an additional 18 percent maintenance fee per year. Pricing is customized for the hybrid model, which allows organizations to secure data behind their firewall, but have processes occur in the cloud.
NeoLane was founded in France in 2001. It is privately funded by several European equity funds and has approximately 120 employees. The company has almost 200 customers in the United States and across Europe, and has spent the last few years working to establish itself in North America. Thus far, their efforts have been successful: the company reported a 30% increase in revenue in 2009, its fifth consecutive year of profitability.
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