Manticore’s Latest Release Repackages Lead Scoring, Campaign Reporting Tools

Manticore Technology has split its bets on solving the needs of the demand generation market. The Austin, TX-based company debuted this week Manticore Technology 09, with two new editions, one targeting the complex needs of enterprise customers and another more entry-level version aimed at smaller firms with more basic marketing needs.

Three of the new features of the new Enterprise Edition include dynamic content designed to simplify the delivery of relevant, targeted content through email and landing pages; Multi-Model Lead Scoring (M2LS) designed to enable companies to build lead scores dependent on the prospects for particular products, rather than an overall score; and enhanced campaign reporting capabilities, including a marketing mix analysis tool that provides insight into optimum conversion paths from leads to deals.

Manticore’s VP of Marketing Christopher Doran predicts new customers will be most excited about advanced campaign analysis that is also integrated into the upgrade. “This release has been designed with the busy marketer in mind,” Doran says. “It allows customers to build programs on the fly and make modifications without wasting valuable time and resources. The campaign reporting capabilities, include a marketing mix analysis tool that has not been seen in the industry.”

In addition to the Enterprise edition, Manticore also launched a Professional Edition aimed at companies either starting out on an automated lead generation track, or looking for a different vendor. The Professional Edition enables companies to score leads based on demographic and behavioral components, and nurture leads at a complex level for a basic platform.

Doran does not equate the Professional edition to SMB’s, nor does he limit the Enterprise edition to large companies. “It depends completely on what you need,” he says. “It may be tempting to call the Professional edition a small business edition, but I don’t see it that way. A lot of big companies, for example, don’t have very complex lead generation needs. But a lot of small companies do. It’s the fit that’s important, not the terminology.”

Both applications boast a one-hour implementation and are available as a free 30-day trial. Doran says his company is still bullish on the demand gen software marketplace, despite a slowdown in IT spending. “We are in a strong economic position,” he says. “We’ve been doing this for five years now. Business conditions change and we change with them.”