MarketFirst is a
business software
Business software (or a business application) is any software or set of computer programs used by business users to perform various business functions. These business applications are used to increase productivity, measure productivity, and per ...
product for use in
marketing
Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce.
Marketing is usually conducted by the seller, typically a retailer or ma ...
, offered by Avolin.
History
Founded by Anurag Khemka and Ajay Jain in 1997 in Mountain View, California, MarketFirst Software was acquired by Pivotal Corporation in 2002, itself later acquired by CDC Software (then called china.com). MarketFirst Software’s core product was MarketFirst, a marketing automation and lead management tool that complemented the rest of the Pivotal CRM (
customer relationship management
Customer relationship management (CRM) is a strategic process that organizations use to manage, analyze, and improve their interactions with customers. By leveraging data-driven insights, CRM helps businesses optimize communication, enhance cus ...
) suite.
In 2012, CDC Software merged with Consona Corporation, to form Aptean.
In October 2018, ESW Capital, LLC completed the acquisition of the Vertical Business Applications Group of Aptean, a global provider of mission-critical software solutions, via a newly formed subsidiary. The Vertical Business Applications Group (which includes MarketFirst) will join ESW Capital under the newly formed Avolin portfolio of companies, which will continue to operate the enterprise software solutions across Customer Relationship Management, Knowledge Management, IT Support and
Supply Chain Management
In commerce, supply chain management (SCM) deals with a system of procurement (purchasing raw materials/components), operations management, logistics and marketing channels, through which raw materials can be developed into finished produc ...
. The portfolio of solutions currently addresses issues for over 1,400 customers in more than 50 countries.
Product details
MarketFirst is a
marketing automation
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to automate repetitive tasks and consolidate multi-channel (email, SMS, chatbot, social media) interactions, tracking and ...
and
lead management
Lead management is a set of methodologies, systems, and practices designed to generate new potential business clientele, generally operated through a variety of marketing campaigns or programs. Lead management facilitates a business's connection b ...
software system. The suite gives companies the ability to
segment their databases and profile contacts, then program and launch electronic marketing campaigns to communicate with target audiences. Content within these communications (which can be delivered by e-mail, SMS, fax, etc.) can be personalized based on available database information. MarketFirst also enables users to capture leads from these marketing campaigns by tracking click-throughs and directing message recipients to registration pages. The system can also be used to manage event registrations, nurture leads, and develop event-triggered campaigns. Its visual campaign design tools allow for the development of complex automated campaigns — for example, to send one kind of automated follow-up message based on the recipient’s response to a prior campaign.
The product’s capabilities include:
* Segmentation and profiling
* E-mail streams
* Lead generation
* Event marketing
* Literature fulfillment
* Lead scoring and nurturing
* Surveying
* Map analytics
MarketFirst claims to be distinguished by its ability to support multichannel, multilingual, multi-wave campaigns that can be run perpetually and are adaptive to recipient behavior.
Effectiveness
A 2007 analysis by Forrester Research of the MarketFirst implementation at Sharp Electronics determined that the company was able to increase the number of qualified leads tenfold, reduce cost per lead by 85%, and cut advertising costs by 28% using CDC MarketFirst. CDC Software reported that Sharp had saved more than $1.6 million in operating costs through its use of MarketFirst.
Customers
Customers include companies such as Harvey Nichols, the UK-based luxury retailer; Softrax Corporation, a provider of enterprise billing and revenue management; online job website Careerbuilder; and luxury home builder Toll Brothers, among others.
CDC MarketFirst Customers List
Retrieved 20 November 2009
References
{{DEFAULTSORT:Cdc Marketfirst
Marketing software