SAN FRANCISCO — Marketing automation solutions provider Prime Response, Denver, used last week's DMA fall show to make a number of partnership announcements, including one with marketing systems integrator Tessera Enterprises, Wakefield, MA.
According to Prime Response, the strategic partnership with Tessera will look to maximize the investment a client makes in customer relationship management solutions. Prime Response also said it will benefit those looking to build integrated CRM solutions and develop targeted marketing campaigns.
Through the agreement, Tessera will provide systems integration and consulting services to customers, while Prime Response will attempt to allow customers to automate their processes and deliver targeted campaigns through the use of its campaign management software, Prime Vantage.
“The benefit of this partnership is that Tessera's methodology is going to enhance the functionality of our software for our customers,” said Martin Muoto, vice president of marketing and alliances at Prime Response.
“We want to be a systems integration company that does not focus on developing pre-packaged software,” said Tom Tague, chief operating officer at Tessera. “Our strategy is to partner with the companies looking to offer the best of breed tools to the customer, and we feel Prime Response is doing that.”
AirTouch Cellular Communications, Walnut Creek, CA, is the first company to take advantage of the partnership.
“At AirTouch, we are building a customer relationship management capability. We chose to get involved with Prime Response and Tessera [because of] the skills and knowledge they bring to the table,” said Todd Forsythe, director of customer relationship marketing at AirTouch.
In other news, Prime Response also announced a strategic alliance with Naviant Technology Solutions, Philadelphia, to offer companies fully-integrated marketing automation solutions. Naviant is a builder of CRM systems, which include campaign management, segmentation, profiling data warehousing, data mining, scoring, predictive modeling, reporting and response tracking functions.
“We believe that we are experts in the implementation of CRM solutions,” said Jim Flynn, CEO at Naviant, “and campaign management is an important part of that process. Prime Response's software does a good job of effectively executing that.”
Prime Response also announced an agreement with Logica, Lexington, MA, to provide CRM solutions. Logica is a provider of business engineered, content solutions for the energy and utilities, telecommunications, financial services and automotive markets.