Kentico Enterprise Marketing Solution Petr Palas

Enterprise Features Health Monitoring Load balanced SMTP mail servers Scheduler Windows Service Granular backup/restore Advanced workflow

On-line Marketing Features in Kentico CMS 6.0 Contact Manager – Centralized management of contacts and accounts with information from all modules – Important for integration with CRM systems A/B and MVT testing – Optimization of page content for higher conversions (sales/registrations/…) Segmentation – Grouping contacts based on attributes or behavior Lead Scoring – Identification of potential valuable clients for sales team (based on segmentation) Content personalization – Personalization of content based on segmentation Campaign management – Tracking campaigns, visitors and conversions; evaluation of campaign return on investment CRM Two-way Integration – Dynamics CRM, Salesforce.com Improvements: Web Analytics, Marketing (Newsletters)

Improved Marketing Double opt-in Custom fields for subscriber profile Multiple SMTP mail servers Windows service for sending large number of s series – a series of s that will be sent to the given person in the given time schedule (lead nurturing) Link tracking, campaign tracking, bounced s Open tracking

Newsletter – Tracking of Opened s

Improved Web Analytics Visitor-level and activity-level data, not just subtotals Distribution of data to a separate database More detailed reports Improved user interface

The On-line Marketing Process Attract/ retain visitors Optimize user experience Generate and manage leads Identify hot leads Nurture leads Conversion Evaluate campaigns SEO, Campaign Management Optimization (A/B, MVT) Segmentation Personalization On-line Forms Contact Manager CRM Integration Lead Scoring Marketing Campaign Management

Optimization Built-in A/B testing and MVT testing Conversion = sale, registration, download, newsletter subscription or any other visitor activity with a significant value Create and manage tests directly from the CMS Desk, no coding, no JavaScript required Enable marketers to prepare and execute tests without technical knowledge (using widgets) Testing across campaigns

ProfileOrders Visited Pages ActivitiesConversions Segmentatio n Lead scoreNewsletters Contact Manager – 360-degree View of Clients

Visitor Segmentation On-line Marketer defines segments, segmentation rules and activities that lead to assigning of visitor into a particular segment Rules: – Profile attributes – Behavior (visited pages, activities, conversions) – Score towards segment Real-time process Lead scoring

Content Personalization Delivering personalized content based on the visitor segment Managed by On-line Marketers without technical knowledge (widgets)

Campaign Manager Tracking traffic and conversions coming from the campaigns Identifying campaign ROI and the most successful campaigns

Example – a Hosting Company Website Special Offer! 3 Months Free! Sign Up for Free! Name: ________ ________ Lead Nurturing Series Alice

… One Month Later Dedicated ASP.NET HostingPrice List HOT LEAD!!! -> CRM Follow-up Call On-line Purchase Alice

DEMO

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