Rubric Inc.’s eMarketing Automation
(eMA) applications were selected by Cisco Systems to automate its corporate
marketing efforts.
Cisco said Rubric eMA will be used to plan, execute, manage, report, and
analyze multi-channel marketing campaigns such as online seminar
registrations and advertising, direct mail and e-mail campaigns.
Financial
arrangements were not disclosed.
“Cisco manages up to 150 active marketing campaigns at any one time within
our lines of business,” said Matt Rausenberger, Cisco’s senior manager of
marketing operations. “We needed a system that could coordinate all of those
campaigns and allow us to develop and deliver targeted messages for different
audiences.
Cisco said it is implementing eMarketing Automation in stages. The first
stage is to automate its campaign planning and management activities to act
as a baseline for all of its marketing initiatives.
Then Cisco will integrate Rubric eMA into a closed loop lead management
system, including interfaces with Siebel Systems and Vantive Software, to
enable Cisco to generate leads, route them to internal salespeople and
external partners, and track lead status.