Waters Corporation Turns to Neolane for Effective Campaign Management and Marketing Automation Technology Platform

When Targeting Laboratories and Research Organizations, Waters Centralizes Marketing Resources, Automates Field Communications, and Improves the Customer Experience

NEWTON, Mass.--()--Conversational marketing technology provider Neolane Inc. today announced details of its successful implementation with Waters Corporation, which delivers advanced analytical technologies to laboratory-dependent organizations in more than 50 countries. Waters selected Neolane to enhance its global lead management processes, including event support and effective management of marketing resources and processes. A key consideration was enablement of automatic communications to generate awareness and consistently nurture prospective customers in a wide range of industries.

For more than half a century, Waters has delivered analytical technologies used globally to drive innovation and regulatory compliance by pharmaceutical/life science, food, environment, chemical materials, and clinical laboratories. Waters’ marketing goals include publishing research, application notes, white papers, and coordinating seminar and training events aimed at improving user education and skills development, furthering the ability to solve complex problems, and achieve results.

“Our customers are making important capital investments. It’s essential that marketing empowers our sales and services teams with the information they need to ensure customers are consistently recognizing ROI while reinforcing a positive brand experience,” said Diane Meador, senior director of marketing services, Waters. “Neolane’s marketing technology platform stands up to our specialized and often rigorous marketing needs and the company’s experience working with global organizations, especially those with distributed teams and diverse localization needs, was an important consideration. Neolane positioned themselves as a Waters’ partner, working for our success over the long-term.”

With Neolane, Waters is strengthening coordination between global and field marketing, enhancing customer intelligence and communications processes, and improving the overall customer experience. It is creating a centralized database, providing a more-complete marketing view that captures buying signals and provides greater visibility into customers and prospects that are entering the sales cycle. Additionally, Waters can now automate its email marketing campaigns and take advantage of deep segmentation capabilities to decrease costs and improve the overall quality of leads passed over to sales. And, as part of the implementation, Neolane has been integrated with SAP.

“Neolane is able to deliver a sophisticated, yet flexible, solution to meet related marketing requirements while offering a positive user experience for Waters’ distributed marketing teams,” said Stephan Dietrich, president, Neolane, Inc. “Like Waters, we are heavily invested in our customers’ success and are committed to ensuring they are leveraging every aspect of our technology to achieve their business goals.”

Waters will soon roll-out Neolane MRM, its marketing resource management solution that enables Waters to create integrated marketing plans and calendars; assign budgets, resources and tasks; and monitor progress to ensure all programs are executed on time and within budget.

About Waters Corporation

For over 50 years, Waters Corporation (NYSE:WAT) has created business advantages for laboratory-dependent organizations by delivering practical and sustainable innovation to enable significant advancements in such areas as healthcare delivery, environmental management, food safety, and water quality worldwide.

Pioneering a connected portfolio of separations science, laboratory information management, mass spectrometry and thermal analysis, Waters technology breakthroughs and laboratory solutions provide an enduring platform for customer success.

With revenue of $1.85 billion in 2011, Waters is driving scientific discovery and operational excellence for customers worldwide. For more information, visit www.waters.com.

About Neolane

Neolane provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies. Future proof, Neolane has a track record of enabling its customers to adapt to new customer engagement challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 350 of the world’s leading companies including Alcatel Lucent, barnesandnoble.com, Orange, Sears Canada, Sephora Europe and Sony Music. Visit http://www.neolane.com and read our blog The Cross-Channel Conversation.

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Contacts

fama PR (for Neolane U.S.)
Danielle Millerick, + 1 617-986-5030
neolane@famapr.com

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Contacts

fama PR (for Neolane U.S.)
Danielle Millerick, + 1 617-986-5030
neolane@famapr.com