Management Meets Marketing Automation

Wordle Cloud of the Internet Marketing Blog - ...

World Cloud of the Internet Marketing Blog – 08/15/08 (Photo credit: David Erickson)

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 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.

Web Experience

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!

Web Content

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.

Marketing Automation

While thinking of marketing automation and web content management as a “system” may not yet mirror the technical reality of your implementations. Today, the connection between WCM and marketing automation is largely one-directional: site activity of “known” visitors, is tracked via JavaScript tags for analysis by marketing automation. To get the most from your web experience, bi-directional integration really needs to be the next step. Call it inbound nurturing.

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.

Original Article:

About Georges Abi-Aad

CEO, electronic engineer with MBA in marketing. Multicultural; French citizen born in Lebanon working in the Middle East and fluent in French, English and Arabic. I have more than 30 years of proven experience in the Middle East with European know how. I am good in reorganization and in Global strategic management business. I am a dependable leader with an open approach in working with people, forging a strong team of professionals dedicated to the Company and its clientele. Perseverance is my key word. Married to Carole and having 2 children: Joy-Joelle and Antoine (Joyante!).
This entry was posted in Customer service, eBusiness, How it works, Marketing, Media, online media, Sales, social media, Technology and tagged , , , , , , , . Bookmark the permalink.

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