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Editors Recognise Top 10 Best and Brightest in Brand Marketing with
Sixth Annual Award

Blue Martini Software, today announced that its president and CEO, Monte Zweben, was named a 'Marketer of the Next Generation' by the influential US brand marketing magazine, Brandweek. The sixth annual awards are selected by Brandweek's editors and recognise the top 10 best and brightest in brand marketing.

The editors chose Zweben among its list of people changing the face of marketing for his talent in exploiting market opportunities and branding the company in a memorable way. Zweben founded Blue Martini Software to address a previously unmet need in the market. The company's next generation customer relationship management (eCRM) application suite enables marketers to leverage technology to target, acquire and retain profitable customers across multiple touch points such as web sites, mobile devices, and call centres. Brandweek was impressed by the catchy moniker of Blue Martini Software and its successful marketing campaigns.

"In two years Blue Martini Software has become a brand icon," said Todd Wasserman, technology editor at Brandweek. "By exploiting market opportunities and branding the company in a memorable way, Blue Martini has gained market recognition and been able to cultivate a presence in the United States, Latin America, Asia and Europe."

"Successful branding is about establishing trust and recognition and building relationships that create lifelong customer loyalty," said Zweben. "Blue Martini Software makes the marketing tools of the future that are building brand and driving revenues for household name companies, so we are pleased and proud that our own achievements are being recognised."

The Marketer of the Next Generation award recognises individuals in the marketing industry who have achieved much at a relatively young age. Every year Brandweek editors scrutinise the achievements of maverick entrepreneurs and corporate insiders alike, looking for the qualities that make them brand-builders of the 21st Century. Previous winners include architects of the branding campaigns for Sprint, Toyota, Adidas America, and ESPN.

About Blue Martini Software
Blue Martini Software provides eCRM applications that help companies to understand, target and interact with their customers and business partners across multiple touch points. The Blue Martini 4 application suite includes four applications: Blue Martini Marketing, Blue Martini Commerce, Blue Martini Channels and Blue Martini Service. Each application can be used individually or integrated as a complete business suite for managing catalogues, content, transactions, campaigns, analysis and personalisation. Blue Martini Software applications drive revenues and build lifetime value of customers by providing compelling personalised interactions across multiple touch points, maximising the effectiveness of marketing programs, enabling businesses to sell more effectively directly and through channel partners or marketplaces, and providing multi-channel customer service. Blue Martini Software's customers include Canadian Tire Corporation, Harley-Davidson, Iomega Corporation, Levi S!
trauss & Co., Oce Technologies, Oncology Therapeutics Network (OTN), Polaroid Corporation, PublixDirect and Saks Fifth Avenue.
Blue Martini Software can be reached at 001-650-356-4000 or


"Blue Martini" and "Blue Martini Software" are trademarks of Blue Martini Software, Inc., 2600 Campus Drive, San Mateo, CA 94403. Other product and company names may be the trademarks of their respective owners.

This news release includes forward-looking statements that are subject to risks, uncertainties and other factors that could cause actual results to differ materially from those referred to in the forward-looking statements. Such factors include, but are not limited to: delays in the development or release of new products or product enhancements by Blue Martini, risk as related to market acceptance of Blue Martini's applications; customisation, deployment and/or operational delays or errors associated with Blue Martini's applications or those of third parties; Blue Martini's need to maintain and enhance business relationships with systems integrators and other parties; activities by Blue Martini and others regarding protection of intellectual property; and release of competitive products and other actions by competitors. Further details on these risks are set forth in Blue Martini's filings with the Securities and Exchange Commission ("SEC"), including its filing on Form 10-K!
for the year ended December 31, 2000. These filings are available on a Web site maintained by the SEC at These forward-looking statements are generally identified by words such as "expect," "will," "anticipate," "intend," "believe," "should," "estimate," and other similar words and expressions. Blue Martini does not undertake an obligation to update forward-looking statements.

Cally Finch
The Weber Group Europe
020 7240 6189

Chris Cook
Blue Martini Software
001 650 356 4000

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