There are many CRM solutions that track click-throughs, e-mail responses or track ads, but Manticore Technology today released a solution that does all three and takes that a step further to the generation of sales leads. The leads are discovered by organizing information from online marketing campaigns.
The company, an application service provider for online marketing optimization software, said it believes its Virtual Touchstone hosted solution, released today, is the only product on the market to gather all this information and present clients with a list of potential customers who have already expressed interest in their product.
Finding Good Leads
Christopher Doren, vice president of marketing 
for Manticore, told CRM Buyer that Virtual Touchstone can "identify sales leads others can't identify." It does this partly by linking e-mail addresses of people who have requested information from a business to a cookie, which can then track that e-mail users' click-throughs and other Web activity.
The solution includes Web analytics that can be broken down into more than 75 types or reports, e-mail deployment and ad tracking. These tools are then used to allow businesses to input up to four criteria into "Prospect Builder" and extract a list of sales leads. The leads can be e-mailed directly to a salesperson for follow-up or generate follow-up e-mail lists.
"It gives you the power to define the exact people you're looking for. You can get very specific," Doren said.
Using IP Searches
Manticore also uses reverse IP lookup to determine which companies may have had employees looking at sites. Doren said Manticore is sensitive to privacy issues and never collects personal data. With the IP address, Virtual Touchstone users can tell which companies' servers have accessed the Web site. They can then decide if they want to add that company to its list of potential clients.
Historical data will be warehoused within Manticore's databases and customers will have access to it.
Manticore also said that the solution has been optimized to work with Salesforce.com (NYSE: CRM) 
and is in the certification process. Collected data is automatically uploaded into Salesforce.com and can be accessed by customers who subscribe to both services . Customers who don't subscribe to Salesforce.com can download the data into Excel.
Pricing for Virtual Touchstone starts at US$1,999 per month and is based on e-mail and Web site activity.
Manticore is a private company based in Austin, Texas, and established in 2001. It has 35 customers, including the Forutne 500 companies Kellogg's, Kroger and International Truck.
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