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

  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

Business Wire

NEWTON, Mass. -- November 12, 2012

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

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, withbest-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.

Copyright © 2012 Neolane, Inc. All Rights Reserved. All other brand names,
product names, or trademarks belong to their respective holders.


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