NetLine Teams with CMO Council on "Select & Connect" Research Study to Explore Marketing Strategy and Program Effectiveness
Quantitative Survey to Research Relationship between Sales/Marketing Integration, Customer/Prospect Targeting and Segmentation, Methodologies and ROI
LOS GATOS, CA – January 23, 2006 — NetLine Corporation, a premier lead generation and online marketing services provider for B2B advertisers, marketers, and publishers, today announced a marketing effectiveness survey in partnership with the CMO Council, a global affinity group of senior marketing executives and brand decision-makers. The research study, “Select and Connect,” will explore how well marketing programs identify, access and penetrate high-value customer segments and accounts, and how effectively those programs generate quality leads and resulting revenues.
“Businesses can no longer afford to squander marketing dollars on generating large volumes of unqualified contacts and unmanageable lead loads through indiscriminate eMarketing campaigns,” said Donovan Neale-May, executive director of the CMO Council. “This research study will provide insights into how well marketing programs select, profile and target prospective customers and the correlation between a more targeted approach and increased return on investment through higher revenues.”
The Select & Connect program research will be administered by the CMO Council will explore the degree of alignment between selling processes and marketing and business strategies. The study will also assess the effectiveness of relevant messaging delivered to the right audience, in the right way, at the right time. The program will identify the extent to which marketers are sourcing, aggregating, cleansing and utilizing customer data and analytics to design and field integrated, multi-channel campaigns, maximize lead generation activities, and improve return-on-relationships.
“Smart marketers today are more carefully selecting, profiling and targeting prospective and current customers that offer the most profitability, longevity and value to the company,” said Werner Mansfeld, President, NetLine. “This process, called ‘Selective Customer Activation,’ requires significant investment from the initial targeting and acquisition of the right prospects, to assembling and retaining a loyal audience from internal and external data and established, proven communications channels and content delivery. Our goal for this research is to determine the degree to which marketers are using this approach and any resulting relationship between this strategy and greater ROI from marketing initiatives.”
The Select & Connect program will also assess whether Selective Customer Activation strategies can optimize marketing spend, reduce selling cycles, increase close rates, and maximize revenue and yield. For complete details and a listing of the program’s advisory board participants you can visit: http://www.cmocouncil.org/SUBSECTIONS/programs_select.html.
Marketing executives interested in taking the survey can go to http://www.cmocouncil.org/surveys/select.asp?index=1&id=site, Access to the report will be available to participants once the results are ready for release.
About NetLine
NetLine Corporation is a premier provider of lead-generation and online marketing services for B2B advertisers, marketers, and publishers, specializing in delivering high-quality leads and maximizing the results of customer interactions. NetLine goes beyond conventional online advertising and e-mail. Through NetLine's Lead Source, Sub Source, Email Marketing Services, and Enterprise Marketing Management Solutions, NetLine enables highly effective marketing programs throughout the customer acquisition and relationship lifecycle.
NetLine's many successful client relationships include Juniper Networks, Discreet, Taunton Publishing, and CMP, among others. Founded in 1994, NetLine is privately held and is headquartered in Los Gatos, California. For more information, please visit www.netline.com or call 888.515.3237.
About the CMO Council
The CMO Council is a private, non-profit organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior marketing and brand decision-makers in the global technology industry. Based in Silicon Valley, the Council works to further the stature, credibility, influence, and understanding of the strategic marketing function among business executives, opinion leaders and critical stakeholders in the technology sector. Nearly 1,500 technology companies are currently represented on the CMO Council, accounting for well over $500 billion in aggregated annual revenues. These include top decision-makers controlling more than $50 billion in global marketing expenditures for many of the world’s foremost computer systems, software, networking, communications, consumer electronics, component, distribution, and consulting brands. For more information, please visit our web site at www.cmocouncil.org.
