Marketing app for BPM debuts

Business process management (BPM) specialist AuraPortal this week rounded out its customer relationship management (CRM)-focused process offerings with the release of a Marketing Campaigns module, reports Managing Automation.

The module is aimed at helping marketing professionals automate the processes involved in various outreach efforts.

The BPM provider's Marketing Campaigns software is said to give the marketing team a series of tools that govern the prototyping, design, execution, and analysis of campaigns.

By categorising campaign elements such as the type of initiative and the means and channel of outreach, the Marketing Campaigns module aims to streamline the process across roles and campaigns.

The BPM software routes documentation and triggers decision-making by the appropriate personnel at each stage of the campaign, AuraPortal explained in a statement unveiling the new offering.

With the release of the Marketing Campaigns module, the company said it now offers a full suite of four CRM-focused process management tools.

A Sales Opportunities follow-up module complements the marketing offering, while the CRM suite is rounded out with two modules focused on service automation: Wide Interaction Platform and Call Centre.

The latest CRM module was built using AuraPortal's Process Patterns model, which automates standardised processes out of the box and allows users of the software to make adjustments with minimum investment, the company said.

The Marketing Campaigns Process Pattern includes governance and automation of general marketing and direct marketing programs targeting prospects and/or existing customers, and allows marketers to customize campaigns through various channels based on specific target profiles.