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Coremotives Has the Whole World in Its Plans

Coremotives Has the Whole World in Its Plans

CoreMotives offers marketing automation functionality that includes Web analytics, email marketing, "smart" Web forms and lead-scoring tools, among other features. Operating entirely within Microsoft Dynamics CRM, it is particularly suited to SMBs. CoreMotives' parent company, Silverpop, also offers Engage, its flagship marketing solution with advanced functionality designed especially for the large enterprise.

CoreMotives is a marketing automation platform that operates completely within Microsoft Dynamics CRM. Acquired by Silverpop about a year ago, CoreMotives remains a separate offering from its parent's flagship Engage platform, which features its own Microsoft Dynamics CRM integration.

CoreMotives has been tweaking its feature set and steadily globalizing its product line since the acquisition, pushing deeper into the Microsoft channel.

It rolled out its first localized version about a year ago. Earlier this year, it rolled out a Brazilian Portuguese application. In recent weeks, it launched Chinese and Japanese applications. Next on the agenda is German, which will be released within the next few months, according to CoreMotives cofounder Rhett Thompson.

Smaller and Nimbler

Demand is driving these localization projects, Thompson told CRM Buyer. "These countries are where our clients are going."

It is an interesting data point, given that CoreMotives' user base tends to be in the small and medium- sized business category.

Silverpop approaches the Microsoft market with two marketing products: CoreMotives and Engage. The latter is for large enterprises with complex marketing needs, Thompson said.

"CoreMotives is more plug-and-play," he explained. "It works for much -- if not most -- of the market, but it doesn't serve the high volume, high-end market as well."

Overseas Push

That said, CoreMotives' client base does include some enterprise-sized companies, Thompson noted. One is a global luxury carmaker that uses CoreMotives in the Asia-Pacific. Another is a motorcycle manufacturer.

CoreMotives is keeping the subscription model as simple as possible as more of its customers launch multi-language versions, he said, so "we can keep them under one subscription contract." However, users can still run multiple localized versions. So if a company has branches in France, the U.S. and Japan, users in those respective offices can adjust the app to appear in their native language.

New Features

CoreMotives is incorpoating some of the features available in Engage as it continues to tweak its product lineup, said Thompson.

SMS marketing is available with Engage, for example, and that will be coming out for CoreMotives within the next month or two, he noted.

There are several ways it can work, Thompson explained -- for example, changing a contact record from prospect to customer. "That could then trigger a new SMS welcoming the customer."

CoreMotives is also adding webinar integration and Publish to Facebook, which will serve a dual purpose for marketers, according to Thompson. It not only allows marketers to schedule posts to Facebook in advance, but also captures Likes and comments on a post and pulls that information into the CRM app.


Erika Morphy has been writing about technology, finance and business issues for more than 20 years. She lives in Silver Spring, Md.


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