Roundup of Campaign Management Solutions (2,097 words)
Contact: (262) 650-8228
Salesforce.com, Enterprise Edition
A Web-based enterprise marketing solution, this software features a Marketing Automation application. This is another software solution best suited for B-to-B companies.
The Campaign Management component offers analysis and tracking response to trade shows, direct mail, advertising and other promotions. Import wizards pull leads into campaigns from offline sources such as trade shows, seminars and direct mail, eliminating manual entry. These leads can be funneled into a Lead Management application that optimizes their disbursement to the sales force for follow-up. The Campaign Management tool also provides market segmentation features, such as demographics, marketing lists and product interest.
Contact Management, Forecasting, Opportunity Management and Mass E-mail applications round out the direct marketing functionality of this solution.
Contact: (415) 901-7000
SAS Customer Relationship Management Solutions
Key tools in the product suite include SAS Marketing Automation, SAS Interaction Management, and SAS Customer Retention.
The Marketing Automation tool allows users to: measure return on campaigns; target communications at the individual or household level; schedule key campaign activities and automate regular communications according to user preferences; coordinate and optimize inbound and outbound communications over multiple channels; build predictive models and combine them with other database criteria; automatically update models based on changes to customer records; and run analysis, predictive modeling and customer communication activity from a single environment.
The Interaction Management tool creates and maintains profiles on customers from the first transaction. It also combines real-time customer tracking with historical analysis to send early warning triggers that predict customer behavior; trigger criteria can be based on time, events and behavior.
Contact: (919) 677-8000
Siebel Marketing 7
This Web-based solution offers 20 industry-specific versions to reduce the need for extensive customization.
Siebel Marketing features a central repository that captures and stores all customer, partner and employee interactions across channels. It allows users to create and automate multistage, recurring and event-triggered campaigns for offers, creative approaches and channels. Integrated workflow and collaboration capabilities allow for campaign approval and execution, financial modeling, and a marketing command center to track campaigns enterprise-wide. Standardized project plans and pre-approved templates allow for corporate control over brand and performance. Segmentation and list management capabilities assess data from any silo in the company. Customer opt-in and opt-out preferences can also be managed in real-time.