As more and more companies use websites as the key driver for business, marketers are challenged with aligning a system of tools to deliver.
Corporate websites have come a long way since Global Network Navigator (GNN), the first commercial website, was introduced in 1993. Today, your site is your business, and often the first reference point for buyers seeking information about products and services, and for customers seeking support or exploring new offerings. ( An excerpt from an Article in CMSWire.com by Trip Kucera).
Increasingly, companies are relying on web presence as more than a source of information for buyers — they’re counting on a web experience that actually drives business.
To make the most of these interactions, Best-in-Class companies approach their web marketing as an integrated system, including strong integration between the web experience, web content and marketing automation.
As the website becomes an extension of the lead management process, it’s critical that Marketing actually gets control of their site from an authoring perspective.
Marketing is able to make site content changes without technical support in 67 percent of Best-in-Class companies. Moreover, these companies (the ones in which Marketing is in direct control of content) report an average nine percent improvement (i.e. reduction) in the production cycle of web content. Their website conversion rates are 139 percent higher!
If the mantra of modern multi-channel, multi-touch marketing is right message/offer, right person, right time, right channel, then the corollary for web experience as a branch of the multi-channel strategy is right content, right person, right time. In many ways, it’s helpful to think of content as the offer itself. Best-in-Class companies are 67 percent more likely than all others to define a content marketing map to align marketing content, including web content, with buyer persona and buying stage.
But defining the map and being able to execute it are different propositions. The ultimate goal and logical conclusion is that site personalization, at either a segment or individual level, is needed to close the last mile. This is where systems thinking and integration with marketing automation can help.
Integration with marketing automation is also a critical component of measuring the effectiveness of content. Closed-loop reporting with the marketing automation system can deliver conversion and even revenue data related to that content.
It Takes a System
The system-level thinking that’s required for the implementation of modern marketing is probably most evident in the discussion of web experience management and marketing automation. Together, these discrete solution sets form the platform for customer and prospect engagement.
- Finding Your Way with Marketing Automation Workflow [Infographic] (neolane.com)
- B2B Marketing Automation Revenues to Reach $750 Million in 2013, Says New Raab Report (prweb.com)
- Content Management or Marketing Automation: Which Should I do first? (customerthink.com)
- Customer Focused Marketing Automation: ‘Automation’ is the Easy Part (serve4impact.com)
- Marketo Delivers The Definitive Guide to Marketing Automation, Explains Value of Must-Have Technology (socialmediaportal.com)
- 5 Ways You Should Be Using Marketing Automation (everything-pr.com)