The software combines lead management and ongoing loyalty, cross-sell and up-sell initiatives into a single holistic process.
Stephane Dehoche, CEO of Neolane, said: "Lead management is essential but cannot be considered independently of customer lifetime value optimisation.
"Also, B2B marketing processes must match B2B sales best practices and thus involve a co-ordinated outreach to multiple individuals within a single organisation."
Features of Neolane Leads include the ability to import external prospect lists, self-service segmentation and counts by non-technical marketers, lead scoring, two-way connectivity with sales force automation systems, and sales and marketing pipeline analytics.
The software is now globally available as in on-premise licensing mode and in software as a service mode.
Etienne Viellard, marketing director EMEA at Neolane, said: "We differentiate ourselves within the market by offering unique services to mature within the marketing pipeline, using direct, cross-channel communications to individuals."