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BtoB

HP expands use of e-marketing application

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Hewlett Packard Co., engaged in an all-out war for b-to-b infrastructure sales with Sun Microsystems, IBM and Oracle Corp., said Thursday that it will greatly expand its use of an e-marketing application designed to increase channel loyalty and enhance customer relationships with direct buyers. HP, Palo Alto, Calif., plans to deploy analytic and marketing automation applications developed by Broadbase Software Inc., Menlo Park, Calif., in Asian and European markets. Last year, HP began using Broadbase applications in China, Singapore, Taiwan and Australia, and results from those implementations led to the expanded commitment. HP said one recent campaign managed with the Broadbase software yielded a response rate of 23%, versus an industry average of between 1% and 3%.
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