Tuesday, October 04, 2011

More Systems for Business-to-Consumer Marketing Automation

I spent yesterday prowling the exhibit hall at the Direct Marketing Association annual conference in Boston. This uncovered several additional candidates for mid-tier business-to-consumer marketing automation. I’ll list them here and also add them to my previous list of mid-tier marketing automation systems so that future visitors will find the complete set in one place.

This products below are a somewhat arbitrary selection, since pretty much every printer, service bureau, and email provider has a list selection tool. I’ve tried to include only products that can connect to a “real” marketing database, meaning it supports separate tables for customers, transactions, and contact history, and that allow multi-step campaign flows. 

RedPoint – a suite of tools for database building, campaign management, and analytics. Can be hosted by a service provider or run on-premise by the client. Highly scalable and mature – the company has been growing quietly for six years and has some very large clients.

BullsEye Marketing Systems – generates sophisticated outbound campaigns. The company’s major clients are cable TV systems but it also serves education and other areas. The system lacks an end-user interface for building campaigns; instead, these are built by the vendor based on client instructions.

Consolidated Technologies Group – a hosted system offering data hygiene, CRM, campaign management, digital asset management, and analytics. Sister company offers printing, direct mail and physical fulfillment. Cleveland-based with mostly local clients.

BFC – a hosted system tailored for central control over local marketers, such as franchisees. Provides multi-step, event-triggered campaigns, content creation, asset management, and multi-media output including Web-to-print.

Direxxis – also hosted, also designed for central control over local marketing.  Supports multi-channel campaigns, asset management, fulfillment, and performance measurement.

Of all these products, you'll note that only RedPoint is a general purpose marketing system.  BullsEye, BFC and Direxxis are specialized by vertical, and Consolidated Technologies is a regional player. Of course, if you happen to be in the market any of them serve, that’s an advantage.

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