Kennametal Integrates Online Marketing Efforts with Lyris HQ

• February 17, 2010

Manufacturing Supplier Leverages Innovative Online Marketing Capabilities in Lyris HQ to Increase Customer Reach and Engagement

EMERYVILLE, CA.—February 17, 2010—Lyris, Inc. today announced that Kennametal Inc., a leading global supplier of tooling, engineering components and advanced materials, is using Lyris HQ to manage its online marketing campaigns. By leveraging Lyris HQ to seamlessly integrate email marketing with social channels and embedded analytics, Kennametal has increased campaign effectiveness and enhanced customer engagement online. Additionally, by incorporating social sharing into its online marketing initiatives, Kennametal has increased click-throughs and enhanced engagement with its valued customers and extended community of followers.

With the economy putting a squeeze on the manufacturing industry, more than 53 percent of manufacturing companies said they plan to use marketing strategies that are more measurable, with 41 percent planning to increase their online marketing efforts (1). Using Lyris HQ, Kennametal is able to maintain a competitive edge and implement measurable online marketing campaigns that extend audience reach and influence. For example, the company is integrating email marketing with social networking sites to promote its “Knowledge Center” educational program, as well as company news and events. In addition, Lyris HQ’s built-in analytics provide Kennametal with deep, real-time insight into results across business units, regions and channels, giving a holistic view of marketing ROI.

Lyris HQ has enabled Kennametal to:

• Integrate social sharing with email marketing, resulting in increased click-throughs that exceed manufacturing industry averages;
• Synchronize multiple campaigns across divisions and geographies;
• Automate campaigns and trigger emails based on personalized selections;
• Create customized landing pages with Lyris HQ’s content management capabilities;
• Gain a holistic view of campaign results through one integrated, easy-to-use dashboard; and
• Easily analyze Web site content and track results with Lyris’ built-in analytics.

Supporting Quotes:

• “Lyris HQ’s easy-to-use platform and social sharing is allowing us to exponentially grow our audience and better engage our end-users. Also, with Lyris HQ’s integrated online marketing functionality, we have been better able to collaborate across teams and increase results from our marketing programs,” said Tim Madel, senior manager global e-customer, Kennametal.

• “Exposure to brands online and via social media continues to increase. The companies who understand and take advantage of this are going to win,” said Blaine Mathieu, CMO, Lyris. “Kennametal has successfully demonstrated the accountability of online marketing and its success validates the need for integrated online marketing within the manufacturing industry.”

Supporting Resources

• Lyris HQ
• Lyris Customer Success

About Lyris, Inc.

Lyris, Inc. (OTCBB:LYRI.OB) is the first online marketing solution provider to integrate email marketing with diverse online marketing channels to create more efficient and effective marketing organizations. The company’s flagship offering, Lyris HQ, is an all-in-one integrated online marketing solution that combines email marketing with search, social, and mobile channels, enhanced by embedded deliverability and Web analytics. Lyris HQ provides online marketers actionable insights that help them make intelligent decisions and improve results. Clients include American Apparel, Body Glove, British Museum Company Ltd., Minnesota Timberwolves, PC Recycler and Student Advantage. For more information, please visit www.lyris.com.

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Media Contact: Dan Gould, Lyris; tel. 415-262-5959