Blue Martini serves up relationship marketing application

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San Mateo, Calif.--Blue Martini Software Inc., a software provider that enables companies to interact with b-to-b customers through a combination of e-mail, direct mail, Web sites and call centers, on Monday unveiled a new relationship marketing application that takes that collaborative ability a step further.

Blue Martini Relationship Marketing allows its clients, mostly retailers and manufacturers, to conduct personalized, cross-channel "dialogs," and track and respond to "triggered events." Bristol Myers Squibb's Oncology Therapeutics Networks, a $2 billion subsidiary of the pharmaceutical giant, and Wilson Sporting Goods are among several clients that will use the application.

"This product allows the marketer to [reach customers] at a time that's relevant for the channel partner," Blue Martini's director of product management Michelle de Haaff said. For example, if a distributor re-orders a product in volume from Wilson Sporting Goods Co. and that distributor is within 100 items of a volume discount, an automated trigger will inform that distributor of the possible discount.

"It's an extension of a direct sales force in that it allows the marketer to define different kinds of offers and provide them at the right time," de Haaff said. She added that competitors such as e.Piphany offer pieces of these capabilities but claims Blue Martini is the only company to handle that communication across the buying cycle and multiple channels.

--Carol Krol

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