Vendor eTrigue has announced the general availability of eTrigue 3.0, a demand generation application designed to align marketing and sales efforts. The vendor launched the original application three years ago.

 

"For the past three years we've been working with customers to develop the features to drive sales with consistency," said Jim Meyer, vice president and general manager at eTrigue Corporation.

 

Company officials say features of the SaaS (News - Alert) eTrigue 3.0 include lead management and demand generation which "executes and tracks multichannel, multi-touch campaigns, including e-mail, landing pages, search, online, tradeshow and telemarketing campaigns to deliver qualified prospects to sales."

 

The idea behind this is that a lead generation system should offer ongoing, closed-loop, measurable programs, eTrigue officials say, which nurtures and builds 1:1 relationships. It's the idea that online campaigns should be "rules-based" and automated so marketing can design programs which help prospects "sell themselves."

 

The product uses Salesforce CRM for the Force.com AppExchange, which "gives sales teams a window to prospect activity without cluttering Salesforce CRM with unqualified leads," company officials say. The product scores and profiles prospects in real time, a feature which is regarded as an aid to determining which leads are ready to buy, providing a window into the eTrigue database where active prospects can be viewed, sorted, and analyzed, "just like leads and contacts directly within Salesforce CRM," eTrigue officials say.

 

In its fourth generation, eTrigue is designed to "solve the accountability gap between marketing efforts which generate leads and sales efforts which require continual leads that meet changing qualification criteria," company officials say.

 

The product has something called "3-D Lead Scoring," which means users can qualify prospects based on who (demographic), what (activity), and when (buy time), independently scored and reported. Plus, eTrigue for AppExchange adds ("When and for how long/how often?") to the mix for that 3-D scoring. Users can then create custom scores based on different characteristic to "indentify buying behaviors to capitalize on a particular market, trend, or event," company officials say.

 

"Profile-plus" lead alerts provide details to sales people via e-mail for contact with prospects. Real-time lead alerts can be triggered based on any element stored in the eTrigue marketing database, including levels of activity on a specific Web page or multiple Web pages, time spent , or in combination with a demographic value such as title. Alerts include the most recent visit details, a full view of all scoring variables, relationship totals and campaign source.

 

ETrigue 3.0 also includes a number of enhancements designed to improve its performance and ease of use, company officials say, adding that eTrigue 3.0 is available for a flat monthly subscription fee -- "with no hidden costs," they promise, "which includes unlimited e-mail, Web visits or landing page views."

 

Set up, training, eTrigue for the Force.com AppExchange and integration with Salesforce CRM or other supported CRM systems is all included.

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