Magazine article CRM Magazine

Business Problem: Decision-Makers Have No Insight into Marketing Effectiveness; Tech Solution: Marketing Campaign Management Software

Magazine article CRM Magazine

Business Problem: Decision-Makers Have No Insight into Marketing Effectiveness; Tech Solution: Marketing Campaign Management Software

Article excerpt

Many business people say marketing is as much an art as it is a science. Today's marketers must devise complex-but-agile customer communication strategies--often with limited resources--to get their message across, and they rely on an array of tech solutions aimed at taking much of the artistic guesswork out of marketing. Campaign management and marketing automation solutions improve response rates and revenues, ease the workload of creating sophisticated, timely, personalized campaigns, adjust campaigns and communication channels in real time, and enable marketers to take advantage of customer analytics.

[ILLUSTRATION OMITTED]

* Product: Aprimo's Campaign Management and Email Marketing

Delivery Model: Web-based

Price: Sold as a separate application from Aprimo's Marketing suite, the price range is $15,000 to $40,000, depending on modules included.

Business Benefits: Provides marketing departments with an application to manage the processes of designing and running a marketing campaign, including segmentation, campaign production, and email campaigns, and to communicate relevant information to customers and prospects while receiving feedback information to adjust and improve effectiveness.

Capabilities/Functionality: An application within Aprimo Marketing, the company's Enterprise Marketing Management suite, Campaign Management and Email Marketing includes a campaign manager enabling marketers to design, build, and execute high-volume, multichannel B2C and B2B direct marketing campaigns. A dialogue manager provides a graphical environment to build and execute multistep, multichannel, triggered campaigns, and it accepts campaign groups from segmentation. A Web-response tool provides response management capability through the use of inbound Web forms, and enables marketers to communicate email marketing notification requests internally and externally.

Contact: Aprimo Inc. at 1-317-803-4300; email at info@aprimo.com; or visit www.aprimo.com

* Product: Unica's Affinium Campaign

Delivery Model: installed software

Price: Sold separately from Affinium Suite, Affinium Campaign prices vary based on modules added, customer IT technology already in-house, number of users, and customer records and databases; installation averages $250,000 and up.

Business Benefits: Enables organizations to control inbound and outbound marketing campaigns and customer interactions in real time. …

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