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Kentico Enterprise Marketing Solution

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

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Kentico Enterprise Marketing Solution

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  1. Kentico Enterprise Marketing Solution Petr Palas

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

  3. 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, E-mail Marketing (Newsletters)

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

  5. Newsletter – Tracking of Opened E-mails

  6. 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

  7. The On-line Marketing Process SEO, Campaign Management Optimization (A/B, MVT) Segmentation Personalization Campaign Management On-line Forms Contact Manager CRM Integration Lead Scoring E-mail Marketing

  8. 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

  9. Contact Manager – 360-degree View of Clients

  10. 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

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

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

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

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

  15. DEMO

  16. Questions and answers

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