Selligent and Optizen, a pioneer in interactive marketing, are merging
Selligent, a European specialist of CRM solutions (Customer Relationship Management), has announcedRAS - Release Attribute Search
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Selligent is strengthening its development strategy in the CRM market and enhancing its offering with the integration of niche solutions for international markets. Its innovative new solution, Selligent Interactive Marketing, has been designed to carry out personalised and interactive marketing campaigns.
Selligent and Optizen, a pioneer in interactive marketing, are merging their activities
in the Selligent group
Paris, October 9th 2008 – Selligent, a European specialist of CRM solutions (Customer Relationship Management), has announced the integration of Optizen, a Belgian specialist and pioneer in interactive marketing, in the Selligent group. Selligent is strengthening its development strategy in the CRM market and enhancing its offering with the integration of niche solutions for international markets. Its innovative new solution, Selligent Interactive Marketing, has been designed to carry out personalised and interactive marketing campaigns.
The growing importance of investments in online advertising, the increase in multi-channel marketing, more sophisticated campaigns and the exponential growth in the behavioural variables are just some of the issues addressed by the merger of the Belgian companies Selligent and Optizen. Interactive marketing is a rapidly growing sector in a market that still has a long way to go before it reaches maturity. For example, 90% of the volume of e-mails sent by companies through their email marketing campaigns are dispatched by solutions that are incapable of automating subsequent interactions of such operations.
Selligent Interactive Marketing, a pioneering solution resulting from the merger of Selligent and Optizen, will help companies confronted with the limitations of these solutions to develop online marketing based on a continuous and controlled real-time dialogue with the consumer or Internet user. This constant customer feedback, now a valuable source of interactive information, will allow them to tailor their messages.
The comprehensive Selligent CRM suite, designed to manage every phase of the customer lifecycle, from selection to retention through loyalty, complements upstream and downstream processes of these campaigns. The seamless interaction of the two applications provides a fully integrated solution.
As for marketing departments seeking to increase the professionalism of their online or offline (traditional direct marketing) interactive marketing activities, the solution offers the independence, power and peace of mind to design, test and industrialise their campaigns, as well as loyalty and sales development programmes. Key indicators will provide them with a more accurate view of the return on their investments, allowing them to take rapid action to adjust the relevance of their offering or messages.
Like the Selligent CRM suite, Selligent Interactive Marketing will be available either on a licence basis or as a full-service hosting solution (ASP). The unique aspect is that these two offers are based on the same product, bringing companies flexibility in the management of their outsourcing or insourcing decisions.
André Lejeune, CEO of the Selligent group, explains: “The solutions developed by Optizen complement the current Selligent range and vice versa. They will be available as an independent Interactive Marketing suite or as complementary modules for the Selligent CRM suite. Selligent-Optizen solutions are pioneers. They provide a response to requests from our loyal customers who expect their software vendor to consistently support their efforts to adopt the most appropriate technologies and methods to guarantee the success of their CRM projects. They will also allow Selligent to target new markets and will support its international strategy.”
Jan Teerlinck, co-founder of Optizen, adds: “All the major communication groups, Web agencies and consulting firms are investing in interactive marketing and have set themselves the objective of supporting their strategic customers in this approach. The merger of the Optizen and Selligent ranges will help us to assert our leadership at an international level.”
The bringing together of Selligent and Optizen expertise supports both companies’ development ambitions. It also places them at the front of the field, among first generation CRM publishers. The group’s international scope will help Optizen to rapidly stake out its share of the booming interactive marketing, and more generally online marketing, sector. The merger also supports Selligent’s international objectives and its current strategy based on a differentiated approach per business sector with a specialist solution that opens up major growth potential. It supports the analyst Forrester’s description of Selligent as a strong performer and improves the company’s growth potential.
Thierry Techy, CTO of the Selligent group, adds: “Our two companies have made very similar technological choices. By the end of the year, the bringing together of the teams responsible for R&D work will enable us to share platforms and speed up the launch of upgrades and developments for sales force automation, customer service, contact centres and relationship and interactive marketing.”
Within the Selligent group, Optizen managers are becoming significant shareholders and are set to take up key functions. Jan Teerlinck will develop sales of the combined offering as well as promoting Selligent’s activities in new territories. Ben Vloemans will manage the R&D team involved in developing Selligent Interactive Marketing and will be responsible for analysing the marketing of the Selligent suite in general.
Selligent owes its success to a strategy of technological development based on a highly configurable solution with a single web architecture, ensuring acceptance among the business divisions of European companies as well as the support of their IT departments.
The merger confirms Selligent’s vocation as a provider of new generation CRM solutions offering the agility, pragmatism and implication to guarantee the success of advanced CRM projects.
The European publisher is planning further acquisitions based on technological criteria, entrance to new niche markets and promotion of the company’s international development.
Selligent is a European provider of CRM solutions (Customer Relationship Management).
Since its creation in 1990, it has established itself as a specialist in collaborative solutions aimed at boosting the organisation and action of teams in direct contact with customers, prospects and business relationships.
Its solutions enable marketing, sales, customer care and consulting departments to develop powerfully interactive, effective and sustainable relationships with all their contacts and ecosystems.
Selligent offers a unique approach combining agility, pragmatism and implication to support the success of CRM projects.
Based in Belgium, France and Germany, Selligent covers most European countries and is actively working to develop its networks of distributor and integrator partners.
For further information, visit our website www.selligent.com.
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