Precision Marketing Goals: Converting Every Marketing-Qualified Lead Directly into Sales

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The goal of every Marketing effort: To generate Marketing Qualified Leads and eventually shorten the Sales cycle. That’s the power of Precision Marketing if employed properly in your current MarTech stack.

Have you ever thought about directly turning your MQLs into Sales? Yes, that’s now possible with Unica’s all-new v12 Cloud platform that features some of the most advanced Marketing Automation and Offer Management applications.

One of the best-known Marketing Automation platforms, Unica, is back with a bang. In its new shiny reincarnation since joining HCL Software, Unica has announced new customer-centric marketing features and automation tools.

In a webcast from July 2019, CMO Unica Tony Arnold bestowed heaps of praise on the Marketing community for their continued passion and support during the transition from IBM to HCL. Tony had announced that the “friendly U in Blue” is back.

In all, the new Unica v12 Cloud platform has 200 enhancements, 25 new features, 90+ native reports, 500+ REST APIs, and a highly-enriching new UI/UX. The UI/UX alone showcases the amount of work and expertise that has gone into building a world-class dashboard for real-time Personalization, Lead Management, Digital Marketing recommendations, and Opportunity detection.


In a series of virtual presentations and product demonstrations in April 2020, Unica V12.0 revealed a unique set of Marketing Automation tools and services delivering real-time personalized interaction across in-store, websites, call-centers, agency managers, point of sales, and so on.

Unica v12 Cloud is providing four MarTech products for Precision Marketing at scale. These are:

Unica Interact

Unica Interact Marketing Operations turns any real-time touch-point across a shopper’s journey into a revenue channel. Interact helps to build targeted Marketing channels to connect, engage, and covert a buyer into a loyal customer.

With Interact, Marketing teams can give the best offers at the right time. AI ML-based algorithms recognize the best offers, recommending Marketing Teams to present them to customers and fetch instant response.

Aptly named Interact, Unica’s v12 Cloud’s unique Omnichannel commerce platform not only creates real-time interactions, but also generates leads, increases conversion rates and optimizes channel operations to lower attrition.

Unica Campaign

Unica Campaign is a Campaign Management software for outbound, multi-channel, multi-wave campaign execution, and tracking.

Campaign provides these precision marketing features:

  • Segmentation, offer and channel assignment
  • Interaction history
  • Campaign execution using Scheduling, list generation, and output formatting.

Campaign enriches every call to action, with Centralized Offer Management (COM) configured with your existing CMS (DX, AEM, Bing, etc).

From picking assets to creating an offer template, from optimizing member’s club campaign to configuring optimization sessions for each of these members, Campaign does it all from the same dashboard in very few clicks.

Unica Plan

Plan is an Enterprise-level Marketing Resource Management software to manage projects, creative assets, resources, teams, and approvals within a collaborative environment. It’s a mix of highly customized data visualization platform for Marketing Teams, in sync with a Digital Asset Management software, and Scheduling tool for internal collaboration.

You can now import rich content from Microsoft Word and Excel sheets in conjunction with Smart Forms, providing the marketers with an intuitive user experience to control how each creative asset fits into the new Marketing campaigns seamlessly.

Plan scales the impact of any Marketing campaign by letting Marketing Teams plan their budget, optimize, and regulate resources to reduce cost and accelerate time to reach a customer. It brings everyone in the marketing team – the CMO, Managers, Event Planners, Creative Directors, Controllers, Product owners, and Customer Success teams, on the same platform, fostering collaboration and improving overall compliance within every Marketing Process.

Optimize V12

Built on the legacy that Unica has always been known for– to foster an optimal contact strategy, Optimize V12 ushers into the era of AI and Machine Learning-driven Contact Optimization for Marketing with powerful, integrated Bayesian algorithms.

With optimal contact strategy, Optimize reduces customer contact fatigue, solves complex outbound campaign conflicts, and enhances customer engagement and loyalty objectives.

With customized messages and automated customer communications in sync with Unica Interact and Plan, Marketing teams can create rules-based goals and scoring sheets, much like the matrix provided by Sales Performance management and acceleration dashboards.

At the time of Unica v12 Cloud’s launch, Darren Oberst, CVP, and Head of HCL Software had said –

 “Unica is back and better than ever. This latest Unica version demonstrates to our current and future customers that HCL is committed to continually delivering the capabilities and support that they need to offer value to their customers and businesses and this is just the beginning.”

As businesses look to build stronger customer support systems with heightened security measures, Unica v12 fits the growing Marketing Automation technology landscape with best-in-class Cloud Native capabilities like Docker and Kubernetes, a rich set of micro-services, and open source support (no WAS, DB2, Cognos dependency).

Within its first month of re-launch as part of the HCL Software, Unica v12 Cloud has already made a very positive impact on the ever-changing Marketing Cloud landscape, that already has many formidable names like Oracle Marketing Cloud, Adobe Marketing Cloud, Pardot, Zoho, HubSpot and ActiveCampaign vouching for customer attention with each of their unique products and solutions built to solve many complex problems that modern marketing teams face.

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