Infor, a business applications provider, unveiled its Infor10 Marketing Suite yesterday at the National Retail Federation's Big Show in New York. Following the September launch of the Infor10 CRM Enterprise suite, Infor10 Marketing is designed to work within the CRM Enterprise application and help marketers plan, execute, and monitor their marketing activities and customer touches across outbound and inbound channels.
"Look out, Oracle, because Infor has you in its sight," says Jackie Palmer, senior product manager of CRM at Infor, in regard to the company's new product lines competing with those from other major software vendors such as SAP and Oracle. "We have the management in place and the ability to build out our applications and infrastructure. …We understand our competition and we are refining [our solutions] to make our biggest mark yet."
Infor10 Marketing ties together inbound channels such as Web sites, contact center, point of sale, and interactive voice response with traditional outbound channels, such as email and direct mail, allowing marketers to develop a CRM program and execute individual campaigns across various channels in a central location.
To encourage the sharing of campaigns through social networks, email recipients can post a campaign message to their existing Facebook, Twitter, and other social profiles. Users who receive the campaign message through a social network can "join the group" or "become a friend," as well as forward the message directly to contacts.
In addition, marketers are able to track contact history and responses across each channel. Integrated analytics, delivered through an intuitive Web interface, provide customer interaction insights from both outbound and inbound channels that can become actionable initiatives and enhance future campaigns.
"Users can easily tell who the shared influencers are, who's posting about you, and who has clicked on an email," Palmer says.
In addition, the contact history for both inbound and outbound channels is integrated into a single table, providing an up-to-date source that can be accessed rapidly. Query and filtering capabilities create targeted lists and numerous categories from available customer information including demographics, transactional behavior, campaign history, model scores, and date-relative filters.