Datran Media customizes e-mail platform for BTB

Datran Media has customized its adLoyalty e-mail platform for business-to-business marketers.

The New York company claims adLoyalty now meets the needs of BTB marketers with a narrow audience and tight media plan requirements. The goal is to help BTB clients communicate better with their customers while increasing retention and boosting long-term loyalty.

"AdLoyalty enables BTB marketers to manage all of their customer re-marketing with a single solution," said Sean O'Neal, chief marketing officer of Datran Media.

"Datran's BTB clients will now have a single platform for managing their customers across the entire lifecycle, from acquisition to retention, cross-selling to third party marketing, [and] advocacy and beyond," he said.

AllBusiness.com Inc., an online resource for small to midsize businesses, is the first BTB company to license adLoyalty.