Demands to Boost Marketing ROI Drives Vtrenz Growth

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Marketing automation solutions have moved to the forefront, especially for BtoB companies that need to maximize their marketing return-on-investment. As a result, companies like Vtrenz that provide tools to develop, execute and manage lead development campaigns, are thriving.

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The growing need to close the loop between sales and marketing is driving interest in lead management and marketing automation systems

    Silverpop, a premier email service provider, acquired Vtrenz in the spring of last year. At the end of 2007, Vtrenz saw its customer base increase by over 75 percent, average customer size double, and the company posted its thirteenth straight quarter of revenue growth. The dramatic results achieved through marketing automation prompted Vtrenz clients to double the number of automated lead generation campaigns they developed in 2007 compared to 2006.

The growing demand for marketing automation and lead generation campaigns is also reflected in the rise of B2B agency activity. Vtrenz agency clients grew by 194 percent last year, signifying the ongoing acceptance of BtoB customers to outsource critical demand-generation activities to qualified service organizations.

"Marketers have come to recognize the value of engaging customers and prospects in new and very meaningful ways," said Will Schnabel, vice president and general manager of Silverpop's Vtrenz operation. "Integrated marketing automation and demand generation solutions afford BtoB marketers the ability to cost-effectively and efficiently monitor and react to customer and prospect interests and desires. Solutions like Vtrenz are also growing in appeal because they enable marketers, and their agency partners, to measure the impact specific marketing campaigns have on the bottom line."

In fact, a study reported by MarketingProfs.com found that measuring the financial impact of marketing campaigns is a substantial challenge for most marketers. Forty-two percent say their company's ability to measure financial returns from marketing programs is a long way from where it could be. Closed-loop marketing programs like those offered by Vtrenz allow for active and timely feedback from sales, and provide real insights into how various marketing activities are driving revenue.

Vtrenz' growth is fueled by the fact that marketing automation has become a critical component for competitive companies. A study issued by analyst firm Gartner found marketing automation experiencing a 16 percent annual growth rate. The report, "Predicts 2007: A Return to Growth Fuels Marketing Technology Spending," estimates that companies implementing lead management solutions like those offered by Vtrenz and others will see as much as a 50 percent increase in conversion rates.

To deliver those kinds of results to clients, Vtrenz enables BtoB marketers to capture and utilize prospect and customer data in very targeted ways. It delivers advanced multi-channel execution and campaign automation technologies in an on-demand solution that offers seamless integration with leading CRM platforms such as Salesforce.com and Microsoft Dynamics CRM, as well as with out-of-the-box multi-channel integration across Web sites, forms, email, direct mail, and telesales.

"The growing need to close the loop between sales and marketing is driving interest in lead management and marketing automation systems," Schnabel said.

"Silverpop's acquisition of Vtrenz has proven to be a real win for both companies and our clients," said Silverpop CEO Bill Nussey. "Vtrenz brought a tremendous level of experience and technical insight to the equation, and Silverpop delivered deep resources in terms of financial, sales and marketing support. The powerful marketing automation solution we're able to offer as the result of combining the strengths of both companies uniquely provides marketers with the ability to initiate more campaigns, generate more qualified prospects and ultimately deliver the highest possible return-on-investment for their companies."

The strength of Vtrenz in the marketing automation and demand management marketplace was underscored by a recent Sirius Decisions vendor profile. "Vtrenz has enhanced its lead scoring capabilities and added features that give sales visibility into marketing efforts; as such, it is one of the few vendors to more formally weave sales into the marketing process and by doing so, to help strengthen cooperation between the two functions," the report said. "Vtrenz is well positioned to expand its capabilities and continue to move up market."

About Vtrenz, Inc.

Vtrenz, a Silverpop solution, is the leading provider of on-demand marketing automation solutions, and empowers organizations of all sizes to generate demand for their products and services, close more sales and measure the impact of their marketing activities. For additional information about Vtrenz, go to http://www.vtrenz.com.

About Silverpop

Silverpop delivers the world's most comprehensive array of on-demand Web-based software solutions, serving the online relationship marketing needs of enterprise organizations. Best practices and white papers are available at http://www.silverpop.com.

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