Neolane Establishes North American Headquarters, Drives New Generation of Personalized Marketing


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With 80 Percent of Marketers Planning Increased Use of Mobile Applications, Neolane Provides the Only Platform to Effectively Integrate Emerging and Traditional Channels

NEWTON, Mass. – October 9, 2007 – Neolane, Inc., the software company for new- generation marketing, today announced it has established North American headquarters to expand its reach with global marketers. Neolane provides the only enterprise marketing platform that effectively unites emerging technologies with traditional channels to create an optimal customer experience, improve marketing effectiveness and drive revenue. More than 100 of the world’s most innovative marketers including Accor Hotels, Alcatel-Lucent, EMI Music, Sephora and Virgin Megastores trust Neolane to drive highly personalized, tightly coordinated digital and print marketing initiatives.

“Marketing is undergoing a fundamental shift, driven by the emergence of technologies such as mobile and social computing that present new opportunities to build lucrative customer relationships, while at the same time creating more complexity around related processes, functions and roles. Until now, marketers have lacked access to software solutions necessary to achieve true contextual personalization through dynamic offer delivery,” said Patrick McHugh, executive vice president of North American Operations, Neolane, Inc. “With years of experience supporting integrated marketing campaigns for customers worldwide, the Neolane platform was built specifically for marketers looking for flexible, easy-to-manage solutions to power new-generation marketing.”

Multichannel Personalization and Dynamic Offer Delivery: Simplified and Achievable

Neolane v4 is a single, open platform that encompasses all the essentials for managing campaigns, leads, dynamic content, marketing resources, customer data and analytics. This enterprise marketing platform was built specifically to power a broad range of marketing process automation requirements from budgeting and planning through creation and real-time execution, to measurement and reporting.

“In the past decade, in order to remain competitive marketers have had to embrace new media – the Internet, e-mail and now, mobile messaging – to effectively target customers and prospects,” said Adam Sarner, an analyst with Gartner. “It is imperative that these tools be integrated for a better overall customer experience while at the same time fitting into the organization’s marketing technology infrastructure. To succeed, marketers must be confident that their marketing solutions can effectively execute, manage and measure the results of their campaigns across multiple channels.”

Neolane allows companies to gain better visibility and control over their total marketing operations and more efficiently build and execute communications strategies. With Neolane, business-to-consumer and business-to-business companies can drive dynamic content personalization across multiple mediums to create more relevant two-way dialogue. The platform can easily combine direct mail, email, web personalization, digital printing, WAP Push, and mobile applications like SMS (“Short Message Service” or text messaging) and MMS (“Multimedia Message Service”) into a tightly orchestrated marketing program. This stands in stark contrast to competitive solutions whose direct-mail roots have stunted their flexibility to support and smoothly integrate these new modes of communication.

“In increasingly interactive marketing environments, customers continue to look for new opportunities to engage customers and partners, while bridging online and offline environments. Neolane is the mortar that pulls it all together,” said Brian Hollyfield, president, Dallas. “While we’ve seen many companies recognize the need for more tightly integrated marketing channels, few are actually able to do it. Neolane has tremendous experience in this space and has demonstrated success, particularly in tying together mobile technologies with more traditional email and direct mail environments.”

Four Out of Five Marketers Will Add at Least One Emerging Channel by the End of 2008

Neolane conducted a survey of North American direct marketers to gauge their emerging channel deployment strategies and adoption, and learn more about the challenges they face in managing the integration of emerging and traditional marketing channels.

The survey found that 84 percent of direct marketers are currently using email to reach customers and prospects. Four out of five of those marketers plan to incorporate at least one additional emerging channel by the end of 2008 – most likely SMS or MMS. However, fewer than half were confident that their existing tools could effectively manage emerging marketing channels, or coordinate campaigns across emerging and traditional channels. These findings support the need for a platform like Neolane’s.

To review more detailed survey results and analysis, please download a complimentary copy of the report, “Moving Beyond Email: Preparing for Emerging Channels and the New Generation of Marketing,” from the Neolane website at

Experienced Team Chosen to Lead Neolane, Inc.

Patrick McHugh has joined Neolane as executive vice president of North American Operations and will oversee sales and operations alongside Stephan Dietrich, co-founder, managing director and president of Neolane, Inc.

McHugh is a recognized visionary in CRM, direct marketing, analytics and data-warehousing. He has more than 20 years of experience in customer marketing, sales operations, and senior management with groundbreaking software and services firms including Exchange Applications, Authentica (now part of EMC) and Outstart, Inc. In his current role, McHugh is responsible for helping companies understand the strategic value of integrating emerging marketing technologies with traditional channels to drive revenue.

Dietrich, co-founder of Neolane, has extensive experience growing businesses from the ground up with a proven record of success in high tech start-ups. Dietrich is responsible for driving Neolane’s corporate vision, worldwide marketing strategy, product management and international business development. Previously, Dietrich was president of Cubicsoft and co-founder of AGDS, a company sold to Peregrine Systems, now HP.

Neolane and Forrester to Host Webinar “Integrate Emerging Technologies Into Your Direct Marketing Strategy”

Neolane is sponsoring an upcoming webinar, “Integrate Emerging Technologies Into Your Direct Marketing Strategy,” on October 25, 2007 at 2:00 p.m. ET featuring Ray Schultz, editorial director of Penton’s Marketing Media Group and Suresh Vittal, senior analyst, Forrester Research. The two industry leaders will address the increasing need for marketing agility driven by the highly personalized, interactive nature of emerging technologies such as mobile marketing and social computing, and the resulting accelerated marketing cycles.

Attendees will learn more about which emerging marketing technologies marketers are most likely to benefit from today, and which hold the most future promise; how best to integrate these technologies with traditional channels such as direct mail and telemarketing; best practices; and pitfalls to avoid.

About Neolane

Neolane drives marketing that delivers, with the only enterprise marketing software that enables companies to integrate emerging technologies such as mobile with traditional channels. Neolane provides a single, open platform encompassing all the essentials for managing campaigns, leads, dynamic content, marketing resources, customer data and analytics. More than 100 of the world’s most innovative marketers including Accor Hotels, Alcatel-Lucent, EMI Music, Sephora and Virgin Megastores use Neolane to improve effectiveness and drive revenue via cross-channel, personalized marketing. Visit

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