top 10 marketing automation vendors

Top 10 Marketing Automation

Vendors Revealed – 2007

Profiles of the Leading CRM Marketing Vendors

Find the best marketing automation software for your business.

© 2007, Business-Software.com. All Rights Reserved. Reproduction Prohibited. 2

About Marketing AutomationToday’s marketing professionals are faced with a constant demand to deliver a high volume of qualified leads to the sales forces they support.

With competition across all industries at an all-time high, and buyers who are becoming increasingly fickle, marketing teams must implement more frequent and more complex campaigns in order to reach and communicate with their target audience. But, as strategies rapidly shift and budgets tighten, and traditional programs like trade shows and advertising are quickly replaced with new initiatives such as pay-per-click campaigns and search engine optimization, putting effective marketing strategies into motion is more challenging than ever before.

What is Marketing Automation?Marketing automation systems, also referred to as marketing information systems or enterprise marketing management systems, streamline, automate, and enhance the planning and deployment of marketing campaigns and promotions.

With a marketing automation solution in place, a company can improve every facet of the lead generation process and better manage their communications across channels. Marketing automation solutions empower sales and marketing teams with the tools and technologies they need to effectively segment and manage prospect and customer databases, execute targeted and effective programs, track leads, analyze results, and accurately measure return on marketing investment.

When linked closely with sales force automation, customer support, and other customer relationship management (CRM) systems, marketing automation can provide complete visibility into the closed-loop lead process. With this type of comprehensive CRM infrastructure in place, data can be synchronized between marketing, sales, and customer support teams, so companies can track a contact and its activities from the instant communication begins throughout the entire sales and customer lifecycle.

© 2007, Business-Software.com. All Rights Reserved. Reproduction Prohibited. �

About Marketing AutomationKey Benefits for Your CompanyWith marketing automation systems, your marketing staff can eliminate the tedious, cumbersome manual tasks they are burdened with today, and minimize the overlapping or redundant procedures that waste time and money. Additionally, because all the tools and information they need to launch a campaign will be at their fingertips, your marketing team will be more agile and flexible, able to react instantly to shifting strategies and changing plans.

Marketing information systems can also enable the kind of intelligence-driven planning and execution that can dramatically improve the effectiveness of programs and initiatives. The historical campaign information these systems contain can provide valuable insight about what works and what doesn’t, so your marketing team can make better, more informed decisions regarding future promotional activities. Campaigns will be more targeted and more relevant, response and conversion rates will jump, sales cycles will shorten, and return on investment in marketing activities will be accelerated.

Does My Company Need Marketing Automation?Any company that relies on a mix of marketing activities (i.e. direct mail and email campaigns, trade shows and events, advertising, Web and search engine optimization programs) to secure solid sales opportunities will benefit greatly from a marketing automation system, which will help integrate and coordinate the various ongoing activities to optimize results. Additionally, businesses with disparate, fragmented lead generation processes can leverage marketing automation to centralize their programs and maximize resource efficiency and staff productivity.

Common Marketing Automation FeaturesToday’s marketing information systems deliver a wide array of features to support end-to-end lead generation processes. Some of the functionality you are likely to find in the most popular packages includes:

Database and list management capabilities that make it easier for your marketing staff to add new lists – such as those acquired from a third-party – to the database, merge multiple lists together, and segment the database based on specific criteria.

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About Marketing AutomationComprehensive campaign creation and management, so your marketing personnel can efficiently develop promotional materials, select target records for the campaign, and execute according to plan. Lead tracking that allows your marketing team, as well as your sales force, to track each opportunity throughout the pre-sales cycle. So, you can gain true visibility into all customer and prospect touch-points by tracking what campaigns each customer and prospect received and responded to.A full suite of reports and analytics that allow you to conduct in-depth analysis of campaign results, customer and prospect behaviors and preferences, marketing costs, and more.

What to Look for When Choosing a SolutionWhen choosing a marketing automation solution, integration is key. Many companies implement sales force automation, contact management, and customer support systems long before they deploy a marketing automation solution. So, you need to make sure the solution you choose will work seamlessly with the other CRM applications you already have in place.

Additionally, because many marketing teams work closely with multiple third-parties, such as list brokers, printers, and copywriters, you should choose a solution with comprehensive vendor relationship management capabilities. This will help your marketing staff make wiser decisions when outsourcing campaign-related work, and help them better track all activities and costs associated with marketing programs.

With the right solution and enabling technologies in place, marketing automation can empower you to increase productivity, boost response rates, and maximize ROI.

Top 10 Marketing Automation VendorsYou have many options when choosing a marketing automation vendor. To make it a bit easier, we’ve featured some of the leading marketing automation solutions in this paper, as well as a few analytic companies. We’ve included marketing packages for large enterprises as those that are appropriate for smaller businesses. Review these vendors, and you’ll be well on the way to finding the right marketing package for your business.

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HigHligHts

Aprimo’s suite of CRM products encompasses the technology spectrum of marketing resource management and campaign management software.Pure play specialist in marketing automation.

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HeADquArTerS: Indianapolis, Indiana

BuSiNeSS MoDeL: On-Premise

oWNerSHip: Private

FouNDeD: 1998

CrM proDuCTS: Enterprise EditionProfessional Edition

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CuSToMer FoCuS: Companies with complex marketing programs and extended marketing teams.

SeLeCT CuSToMerS: AMD, Bank of America, Borland, Cingular, Dell, Honda, Merrill Lynch, Sony Pictures

priCe: Not published.

www.aprimo.com | [email protected] | �17-80�-��00


About AprimoFounded in 1998, Aprimo aligned itself around a vision of bringing Enterprise Marketing Management to market. Nearly a decade later, Aprimo is the first vendor to deliver marketing software that provides role-based functionality for the entire marketing department.

Aprimo provides Enterprise Marketing Management (EMM) software to leading marketing organizations around the world. Aprimo’s software is built on its visionary Enterprise Marketing Backbone™ which uses a services oriented architecture (SOA) that eliminates marketing as an island of automation.

Aprimo addresses the challenges and opportunities of marketing executives -- alignment with the business, accountability for investments, multi-channel marketing, differentiating against competitors, managing a brand and maximizing the lifetime value of the customer base. Aprimo’s empowering technology maximizes shareholder value and secures the place of marketing in the boardroom.

The company has delivered over 200 successful customer deployments across 40 countries. Aprimo empowers the world’s leading brands in financial services, telecommunications, life sciences, automotive, entertainment and media, retail, consumer goods and B2B, including Bank of America, Cingular, Home Depot, Pfizer, Toyota and Warner Bros.

Aprimo is headquartered in Indianapolis, with offices worldwide.


HigHligHts

Offers industry-specific CRM solutions for retail banking, card services, lending, insurance, telecommunications.Focus on serving large, global companies.Adept at helping organizations with complex CRM needs.

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HeADquArTerS: Cupertino, CA


oWNerSHip: Public (NASDAQ: CHRD)

FouNDeD: CA, 1997

CrM proDuCTS: Chordiant Customer Experience (Cx™)

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CuSToMer FoCuS: Consumer companies.

SeLeCT CuSToMerS: 21st Century Insurance, Canadian Tire, Bank of Ireland, Barclays, Lloyds TSB


www.chordiant.com | [email protected] | 1-888-2��-7��2


About ChordiantChordiant Software, Inc., provides software applications to consumer companies worldwide. It offers software applications, business processes, tools, and services that enable businesses to integrate customer information and corporate systems to produce a view of customers across multiple customer channels. Organizations in retail banking, card services, lending, insurance, telecommunications and many other industries rely on Chordiant to help them provide great customer experiences that increase customer loyalty and profitability. The company’s product solution includes Chordiant Customer Experience Applications (Cx™), which consist of:

Chordiant Decision Management - a suite of active decision management software products that allow marketing professionals and management to make decisions during customer interactions and as part of marketing campaigns. Chordiant Marketing automates the marketing processes required to plan, define, execute, and optimize marketing campaigns across multiple product lines and channels of communication in global business-to-consumer enterprises. Chordiant Selling and Servicing provides role-based application interfaces that optimize real-time, process driven interactions between a company and its customers.Chordiant Software’s solutions also include Chordiant industry Solutions, a series of applications for retail financial services that automate industry specific business processes in retail banking and credit card servicing; and Chordiant Enterprise Platform that includes various software servers for managing a company’s business to consumer policies, processes, profiles and integration interfaces, and connections to legacy systems.

Choridant’s software is used by companies around the world including: 21st Century Insurance, Bank of Ireland, Barclays, British Sky Broadcasting (BskyB), Covad Communications, Cox Communications, Nokia, Prudential, Royal Bank of Scotland, Royal Dutch Shell Group, Signal Iduna, Time Warner Cable, T-Mobile, and UPS.

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HigHligHts

CRM solution with focus on marketer’s needs.Outbound and inbound marketing, marketing resouce management, configuration, and interactive selling.Tightly integrates with Infor’s other applications such as Infor ERP and SCM.

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HeADquArTerS: Alpharetta, GA

BuSiNeSS MoDeL: On-premise

oWNerSHip: Private

FouNDeD: 2002

CrM proDuCTS: Infor CRM Epiphany*

CuSToMer FoCuS: Mid-sized companies. Financial services, hospitality and gaming, insurance, retailers, telecommunications.

SeLeCT CuSToMerS: HSBC, NetBank, Bell Canada


www.infor.com | [email protected] | 1-800-2�0-2��0


About infor (epiphany)Infor acquired Epiphany, Inc., a recognized leader in customer relationship management (CRM) with a suite of products comprised of marketing, sales, service, and customer analytics.

Rebranded as Infor CRM Epiphany, the software provides comprehensive, market-leading customer relationship management (CRM) solution for integrated marketing, sales, and service based on Infor’s Service Oriented Architecture and modern J2EE technology. Infor CRM Epiphany offers:

Marketing — Real-time customer decision management and permission-based marketing: inbound marketing, outbound marketing, blended marketing, campaign management, marketing resource management

Sales — A solid foundation for synchronizing sales efforts: sales force automation, sales configuration, and other tools to manage the entire sales cycle

Service — Consistent, personalized customer care through the contact/call center, through a 24x7 online self-service exchange, or in a field-service environment.

These software solutions help you optimize interactions with your customers. Whether your aim is to take better advantage of inbound marketing opportunities, conduct smarter outbound marketing campaigns, or increase the effectiveness of your sales and service operations, Infor CRM Epiphany improves the entire process of managing customer relationships at the lowest total cost of ownership.

Infor CRM Epiphany helps companies improve customer relationships:

Deliver a single, informed view of the customer Improve customer acquisition rates Accelerate organic growth Speed time to market Increase customer retention and loyalty rates

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About infor (epiphany)In addition, Infor CRM Epiphany boosts revenues and reduces costs:

Improve cross-selling and up-selling Increase average revenue per customer Boost contact/call center effectiveness Increase sales effectiveness Heighten field service effectiveness Streamline the quote-to-order process

Although Infor’s name is not widely known, the company has made a number of corporate acquisitions over the last several years to become the world’s �rd largest provider of enterprise software, with approximately $2.1 billion in revenue, and the 10th largest software company in the world. Infor offers implementation and support capabilities in 100+ countries and serves 70,000 customers worldwide.

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HigHligHts

Core competency lies in automating multiple areas like sales and marketing.Known for ease of use and great customer service. Initial focus was in the SMB space but now also serving many large enterprises.

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HeADquArTerS: Bellevue, WA


oWNerSHip: Private

FouNDeD: Not published.

CrM proDuCTS: Onyx*

CuSToMer FoCuS: Mid to large-size enterprises

SeLeCT CuSToMerS: ASB Bank, BankDirect, Dreyfus Corporation, Prudential, Mellon Financial, Starbucks Coffee Company


www.onyxsoftware.com | [email protected] | 1-888-275-6699

© 2007, Business-Software.com. All Rights Reserved. Reproduction Prohibited. 1�

About onyxOnyx Software Corporation provides CRM, Customer Process and Customer Performance solutions for the enterprise. The company’s flexible CRM solutions enable organizations to automate, manage, and evolve their customer processes quickly and cost-effectively for strategic advantage. The company’s product portfolio includes:

onyx Customer ManagementCapture and Centralize information from all customer interactions to create a single, comprehensive view of your customer.

onyx process ManagementDesign, Automate, and Manage your business processes to optimize performance and increase the agility of your business.

onyx performance ManagementAnalyze and Adjust your business processes based on customer data delivered through pre-built data cubes, reports and dashboards.

Specific marketing capabilities include: an employee portal that houses all customer data and provides functionality to design and execute marketing campaigns, customer portal for web self-service, e-mail acccelerator to manage high volume e-mail campaigns, campaign tracking and lead management, as well as marketing reporting and campaign analysis tools.

Onyx’s n-tier, component-based architecture provides unparalleled scalability, reliability, and flexibility for customizing business rules and workflow to address immediate and future business requirements. The company’s open, native XML integration framework delivers a flexible and extensible platform for enterprise customization and enables an organization to quickly achieve more seamless enterprise application integration for rapid deployments and speed to ROI.


About onyxA business unit of M2M Holdings Inc., Onyx Software is a worldwide leader in customer management and process software for mid- and large-sized enterprises.

Onyx serves more than 1300 customers in a variety of industries, with a focus on the financial services, health care, contact center, high tech and local government markets. Customers include: Amway Corporation, Mellon Financial Corporation, The Regence Group, and State Street Corporation.


HigHligHts

Oracle is one of the largest application software companies in the world offering virtually everything a company needs to run its business.Oracle has acquired PeopleSoft and Siebel in the past 2 years and customers can purchase either CRM software from either Oracle, Siebel, or PeopleSoft’s offerings.

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HeADquArTerS: Redwood City, California

BuSiNeSS MoDeL: Hosted and On-Premise

oWNerSHip: Public (NASDAQ:ORCL)

FouNDeD: California, 1997

CrM proDuCTS: Siebel Customer Relationship ManagementOracle E-Business SuitePeopleSoft Enterprise Customer Relationship ManagementJD Edwards EnterpriseOne Customer Relationship Management

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Solutions for businesses of all sizes.

SeLeCT CuSToMerS: Heat and Control, Hillert and Co., TraveLeaders, Allstate Insurance Company, Amazon.com, CNET Networks, Dell Inc.

priCe: Siebel CRM On Demand starts at $70/user/month.

www.oracle.com | 1.800.��.07�7


About oracleOracle, the world leader in CRM, claims five million live end users and more than 100 million registered self-service users. The company offers four comprehensive Customer Relationship Management (CRM) product lines that leverage enterprise data to drive profitable customer interactions. Oracle’s products cover the breadth of CRM functionality—from sales, marketing, and e-commerce, to customer service and analytics.

Oracle’s mix of CRM solutions is a result of several acquisitions, including JD Edwards, PeopleSoft and Siebel Systems. Each CRM solution has marketing automation capabilities.

Small and midsize business that are looking primarily for sales force automation combined with marketing capabilities often find that Oracle’s CRM On Demand software fits their needs.

CRM On Demand is hosted software that competes directly with Salesforce.com. CRM On Demand offers low-cost, hosted CRM solution with little or no up-front IT investment. With CRM On Demand, you can accelerate sales, improve marketing and deliver consistently top-notch customer service.

Siebel CRM On Demand Marketing lets you transform the way you market to your customers by arming you with an integrated solution that makes your marketing team work more efficiently, more effectively, and with greater accountability.

You’ll have key insights into your audience so you can create targeted and personalized campaigns that get results. Clear visibility into marketing initiatives lets you better allocate funds and create accurate forecasts. And Siebel CRM On Demand lets you track and manage leads, keeping your marketing team on message with future initiatives.

Oracle Corporation was founded by Lawrence J. Ellison in 1977 and is headquartered in Redwood City, California.


HigHligHts

Focused on serving mid-enterprise CRM MarketCore competency lies in automating multiple areas like sales, marketing and serviceProvides a number of industry-specific solutions

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HeADquArTerS: Vancouver, BC, Canada


oWNerSHip: Public, CDC Corporation (NASDAQ: CHINA)FouNDeD: Not published.

CrM proDuCTS: Pivotal CRM*

CuSToMer FoCuS: Mid-size companies in financial services, home building and real estate, manufacturing, life sciences and healthcare.

SeLeCT CuSToMerS: Allied Captial, VISA International Asia Pacific, CARF, SageProducts Inc.


www.pivotal.com | [email protected] | 877-7�8-�82�


About pivotalPivotal Corporation’s CRM applications are focused on the requirements of mid-sized enterprises – a powerful, highly flexible application platform, a complete set of CRM applications, and low-cost, results-producing implementation services. Pivotal’s CRM software includes solutions for:

Sales: Shorten the sales cycle and improve close ratios.Marketing: Increase response rates and lead quality.Service: Accelerate incident resolution and improve customer satisfaction.partner Management: Collaborate more effectively with your partner channels .Analytics: Make better-informed business decisions.Mobile CrM: Increase the productivity and effectiveness of field and mobile users

The company’s CRM solution contains robust marketing automation and lead management that enables marketers to conduct even the most complex multi-channel marketing campaigns. Profile customers and prospects, target each with a highly personalized and relevant message, deliver the message at the right time via the right channel, and ensure consistent and effective follow-up.

In addition, Pivotal’s CRM software suite includes a powerful application platform and additional capabilities in contact centers, partner management and interactive selling. Pivotal also offers specialized solutions tailored to the needs of financial services, home building and real estate, manufacturing, life sciences, and healthcare. Pivotal Corporation is a software unit of CDC Corporation (NASDAQ: CHINA). Pivotal’s software and services are designed for companies and business units in the revenue range of $100 million to $3 billion.

More than 1,800 companies around the world have licensed Pivotal including: Centex Homes, Farm Credit Services of America, Premera Blue Cross, Qiagen, Sharp Electronics Corporation, and WellCare Health Plans.

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HigHligHts

Largest enterprise software company in the world.Serves the largest companies around the world.Offers integrated suite of CRM, ERP, Supply Chain, HR, Financial and other enterprise applications.

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HeADquArTerS: Newtown Square, PA

BuSiNeSS MoDeL: Hosted and On-Premise

oWNerSHip: Public (NYSE:SAP)

FouNDeD: PA,1972

CrM proDuCTS: MySAP CRM*

CuSToMer FoCuS: Mid-size and large enterprise customers.

SeLeCT CuSToMerS: Sony Style, Artic Cat, Brother International, Caterpillar Logistics, T-Mobile, Vitens


www.sap.com/usa/index.epx | 610-661-1000


About SApSAP Americas is a subsidiary of SAP AG, the world’s largest inter-enterprise software company and the third-largest software supplier overall.

SAP offers CRM on-demand solutions that are easy-to-use, Web-based, and available on a subscription basis. These solutions are used by more than �,200 customers world-wide. As you would expect from one of the largest software companies in the world, SAP offers comprehensive marketing automation features within their mySAP CRM suite.

mySAP Customer Relationship Management (mySAP CRM) enables you to maximize the efficiencies of marketing resources and empower marketers to acquire and develop long-term customer relationships. Marketers can analyze, plan, execute, and measure all marketing activities. With mySAP CRM, you gain a flexible application to power marketing success. Features include:

Marketing resource management Segment and list management Campaign management Trade promotion management Lead management Marketing analytics

mySAP CRM also supports several industry-specific processes with functionality designed to meet the individual needs of diverse industry groups.

Founded in 1972 as Systems Applications and Products in Data Processing, SAP is headquartered in Walldorf, Germany. SAP Americas’s corporate headquarters is located in Newtown Square, PA. The company employs more than �7,700 people in more than �0 countries, and serves more than ��,�00 customers worldwide.

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HigHligHts

30 year history of providing statistical/analytical software and servicesHigh customer satisfaction rate.24%+ of revenues invested in research and developement.

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HeADquArTerS: Cary, NC


oWNerSHip: Private

FouNDeD: 197�

CrM proDuCTS: SAS Data Integration & ETLSAS Business IntelligenceSAS AnalyticsSAS Enterprise Intelligence Platform

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CuSToMer FoCuS: Mid-size and large enterprise customers.

SeLeCT CuSToMerS: Staples, Macy’s, Subway, Brooks Brothers, Newport News Catalog, AutoZone


www.sas.com | 1-800-727-002�


About SASSAS (pronounced “sass”), which once stood for “statistical analysis software,” was created by Jim Goodnight and N.C. State University colleagues, including John Sall, in the early 1970s to analyze agricultural-research data. SAS Institute was founded in 197� to develop and sell the software as demand mushroomed.

Today SAS is the leader in business intelligence software and services. The company’s solutions include: data integration, intelligence storage, advanced analytics and business intelligence applications within a comprehensive enterprise intelligence platform.

SAS attributes their longevity to the strong customer relationships they have developed over the years. Customer loyalty is maintained by focusing on customer needs, and by continuously investing at least 2� percent of revenues into research and development.

Customers at �0,000 sites use SAS software to improve performance through insight into vast amounts of data, resulting in faster, more accurate business decisions; more profitable relationships with customers and suppliers; compliance with governmental regulations; research breakthroughs; and better products.

SAS believes that their business intelligence solutions surpass competitive products that tend to focus on historical reports, offering little insight. SAS’ integrated set of business intelligence software and services enable you to not only navigate today’s challenges, but also capitalize on tomorrow’s opportunities.

SAS has some of the highest customer retention rates in the industry, as well as a steady stream of new customers. In 2005, SAS welcomed major names as Aeon Credit Service Co. Ltd., Barclays Bank PLC, BASF SA, BMW of North America LLC, CitiFinancial International, Colombia Telecomunicaciones SA, Daiichi, France Telecom, Hasselt University, Héma-Québec, The Home Depot, Maxis Communications Berhad, New York City Department of Education, International BV, Redcats USA, Samsung Life Insurance, Telefónica, Too Inc. and Verizon Communications.


About SASOver its 30 years, SAS has grown from seven employees to nearly 10,000 worldwide, from a few customer sites to more than 40,000 – and has been profitable every year. The company is headquartered in Cary, North Carolina.


CuSToMer FoCuS: Mid-market

SeLeCT CuSToMerS: Sand Technologies, Ternion Corporation, redemtech, Iverson, HitSoftware


CrM proDuCTS: Soffront Marketing Automation*

HigHligHts

Plan campaigns with configurable workflow and collaborationTrack and measure ROI from campaignsExecute targeted e-mail and direct mail campaignsLeverage cross-sell and up-sell opportunitiesPart of a complete CRM solution

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HeADquArTerS: Fremont, California

SoFTWAre MoDeL: Hosted and On-Premise

oWNerSHip: Private

FouNDeD: 1992

www.soffront.com | [email protected] | 1-800-SOFFRONT


About Soffront Soffront Marketing helps you acquire, retain and grow profitable customer relationships. Soffront Marketing provides a closed loop system to continuously measure and improve ROI from campaigns. You can execute personalized & targeted direct and electronic campaigns to acquire new prospects and strengthen existing relationships. With Soffront Marketing, you make the most of your critical business information, generated across various touch points.

robust Campaign ManagementWith Soffront marketing, you can manage all campaign information in one place. The person responsible, start date, end date, cost and the external contact persons are all available for easy reference. Key documentary evidence like contracts can also be attached to the campaign. Establish workflows for your campaign management process (design, approve, roll-out stages etc) and plan activities for the campaigns and the configured workflow.

Measure Your revenueMeasure and understand the effectiveness of your marketing initiatives. Soffront Marketing not only tracks response rates and ties revenue to specific campaigns, but also enables you to analyze marketing campaigns using pre-built ROI reports. Reports on campaign effectiveness combine campaign response analysis with budget to show the complete ROI achieved by each marketing initiative.

Mine information to Gain insightYou have powerful querying and reporting features to slice and dice information to optimize your marketing strategy. You can do this without any IT assistance. Is there a segment more receptive to your solution? Is there a common thread among those who responded to a campaign? Render the reports in attractive graphical formats including pie chart, bar chart and trend graphs.

identify Cross-sell and up-sell opportunitiesYou can create and run queries to identify possible cross-sell and up sell opportunities in your customer base. For example, an entertainment company can identify customers who purchased a CD title and target a campaign offering them a new title. Create and run a campaign to address the identified opportunities.


About Soffront execute Targeted e-Mail, Direct Mail and Tele-Marketing CampaignsYou can create and execute targeted e-mail campaigns. The email campaign manager creates text or HTML messages. Personalize the messages by using ‘mail merge’ fields and target it to specific section of your database, by creating filter queries. You can create and send personalized direct mailers to your contacts. It is integrated with Microsoft Word to create and print campaign messages in document format for the target audience.


HigHligHts

Exclusive focus on marketing management.On-demand and hosted options.Ideal for customer-centric B2C and B2B organizations.

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HeADquArTerS: Waltham, Massachusetts

BuSiNeSS MoDeL: Hosted, On-Premise

oWNerSHip: Public (NASDAQ: UNCA)

FouNDeD: 1992

CrM proDuCTS: Unica Affinium Suite*

CuSToMer FoCuS: Mid to large-size enterprises across a variety of industries.

SeLeCT CuSToMerS: UPS, Reader’s Digest, Orbitz, Nordstrom, New York Life, Lockheed Martin, Mass Mutual Life Insurance, CNN, E*TRADE


www.unica.com | [email protected] | 1.877.8��.22�1


About unicaUnica Corporation is a leading global provider of Enterprise Marketing Management (EMM) software.

Focused exclusively on the needs of marketers, Unica’s Affinium software delivers key EMM capabilities, including: web and customer analytics, demand generation, and marketing resource management. Affinium streamlines the entire marketing process for brand, relationship and internet marketing - from planning and budgeting to project management, execution and measurement.

As the most comprehensive EMM suite on the market, Affinium uniquely delivers a marketing system of record - a purpose-built solution through which marketers easily manage marketing information and assets, rapidly assemble campaign components, and report on performance. Unica’s EMM solution is to marketing what sales force automation is to sales organizations.

Affinium is available “on-demand” (hosted) or for in-house deployment. Affinium consist of four modules: Campaign, Model, Plan, and Leads.

Affinium Campaign allows marketing organizations to create, test, and execute customer interaction strategies in outbound and inbound touch points using a graphical user interface.

Affinium Model enables marketing organizations to automate the creation of predictive models; determines customer response propensities; recognizes customers at risk of attrition; identifies customer behaviors; analyzes customer attributes and preferences; discovers cross-selling opportunities; and forecasts customer value.

Affinium plan provides marketing operations and resource management capabilities that help marketers to define, coordinate, monitor, and measure marketing program activities.


About unicaAffinium Leads enables marketers to manage the qualification, distribution, and maturation of leads from the sales and marketing organizations. In addition, the company provides implementation, training, consulting, maintenance, and technical support services.

Unica counts more than 400 customers across five continents. The company’s EMM software is marketed primarily to marketing organizations in various industries, including financial services, publishing, retail, insurance, telecommunications, automotive, healthcare, pharmaceuticals, and travel and hospitality.

Founded in 1992, Unica is headquartered in Waltham, Massachusetts.

top 10 marketing automation vendors

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