13 June 2012 – Conversational marketing technology provider Neolane has added the Royal Society of Chemistry (RSC) in the United Kingdom to its roster of clients. The organisation will implement the Neolane Leads marketing automation software platform to improve the effectiveness of its publishing and membership marketing activities and to alert members, readers and authors to new content, activities and events specifically relevant to them.

“We considered marketing automation to help us form better and higher value relationships with members, authors and readers through understanding and serving their specialised interests more closely,” said Richard Crouch, Marketing Director at the Royal Society of Chemistry.

“Neolane Leads will help us define complex communication workflows and then engage in automated one-to-one conversations cost-effectively, cross-channels including via social media. Sophisticated analysis and reporting capabilities within Neolane will help us to optimise marketing effort and the value of the communications we send to each customer, whilst excellent data protection capabilities will ensure customers’ details are kept secure.”

RSC operates in a ‘business to business to consumer’ (B2B2C) environment where customers are both companies and institutions and the scientists, information professionals and students that work or study there. Neolane Leads will collect campaign responses and inbound data from web forms and events, automatically fulfil requests for marketing collateral and content and update profiles in the single customer view. Later on, RSC will also use the platform to score and track leads from inception through to maturity, integrating it with the society’s sales force automation system. As leads become hot prospects, they will then be passed directly to relevant sales teams for conversion.

“Neolane Leads addresses the full breadth of marketing needs spanning demand generation, customer communications, and lead management,” said Martin Smith, head of marketing Neolane (UK). “In a single application, RSC will be able to feed, visualise, and monitor its marketing pipeline, plan and execute demand generation, implement customer communications programmes, and nurture leads – all while demonstrating revenue accountability.”

Meanwhile, Neolane has also been recognised by Gartner as a 2012 Magic Quadrant for CRM Lead Management Visionary.