Neolane Centralizes DigitalGlobe’s Marketing Resources and Improves Effectiveness of Event-Triggered Campaigns
Satellite Imagery Provider Relies on Marketing Automation Software to Achieve Greater Brand Consistency and Decrease Customer Alert Cycles
NEWTON, Mass. – Enterprise marketing software provider Neolane, Inc. announced details of its implementation with DigitalGlobe, a leading provider of world imagery solutions. Neolane is DigitalGlobe’s marketing automation platform of record and supports the company’s growing business by creating closed-loop marketing processes for key aspects of its corporate and business-to-business (BtoB) communications programs. Benefits include brand consistency, improved worldwide marketing effectiveness and more efficient delivery of personalized, event-triggered campaigns across channels, products and geographies.
DigitalGlobe is the preferred imagery content partner for defense, commercial and civil government customers including Google Maps, Google Earth, Mapquest, Microsoft’s Virtual Earth and Nokia Maps. With Neolane’s marketing software, DigitalGlobe has centralized and automated important internal and external marketing programs. Improved efficiencies include whittling down the multi-step process of alerting customers and prospects through email and other channels about the availability of new images. What was once a several week endeavor now only takes a few days to execute.
“We had a big vision for what we wanted from an enterprise marketing solution, and Neolane has delivered. Since implementing the Neolane platform, we have extended the boundaries of what our marketing programs are able to achieve by simplifying and automating key processes while supporting consistent messaging and brand image across our business lines and products,” said Sara Poulton, senior director of marketing, DigitalGlobe. “Neolane is a powerful platform that integrated with our existing CRM system and supports key aspects of our global marketing organization.”
Neolane easily scaled to meet the growing marketing communications needs of DigitalGlobe’s complex business that spans multiple industries, geographies and languages. As a result, DigitalGlobe has gained more visibility and control over its total marketing operations and is able to more efficiently build and execute sophisticated cross-channel marketing strategies. Additionally, Neolane helped DigitalGlobe:
* Unite sales and marketing teams and better leverage internal resources across business units;
* Build distinct user communities, or microsites, for each of DigitalGlobe’s vertical industries, allowing the company to capture and manage leads generated through those sites;
* Create standard marketing templates that can be co-branded with resellers, helping to overcome challenges with brand consistency; and
* Develop an opt-in email subscription alert center.
In addition to core marketing automation benefits, DigitalGlobe also uses the Neolane platform to support effective lead management programs including support for lead routing, scoring and nurturing. Integrating Neolane’s Lead Management Optimization solution with its existing CRM system, DigitalGlobe has been able to better segment, target and personalize leads generated from multiple channels – including web, trade shows and email – while helping to measure the impact of specific campaigns on company revenue.
“We have a strong working relationship with DigitalGlobe, a company that stands out for its innovative, comprehensive use of our enterprise marketing software,” said Stephan Dietrich, president, Neolane, Inc. “With Neolane, DigitalGlobe has increased the sophistication and effectiveness of its campaigns and internal processes. DigitalGlobe is an excellent example of a company that is making smart investments in marketing technology now to address new business requirements and support advanced lead management and cross-channel marketing initiatives in consistent, measurable ways.”
About Neolane
Neolane provides the only enterprise marketing software specifically designed to manage, automate and optimize programs across traditional and emerging channels including direct mail, email and mobile. With Neolane’s cross-channel direct marketing and lead management solutions, 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 170 of the world’s leading companies including Alcatel-Lucent and Sephora. Visit www.neolane.com.
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Category: Digital Marketing, Internet Marketing Services, Internet Strategy, Marketing Strategy
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