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Four Steps to Deliver Sales-Ready Leads using Web CMS Content Management System (CMS) Email: contact@edyn amic.net North America: 1-877-339-626 4 India: +91-124-4951900-50 NEW YORK | TORONTO | PHOENIX | LOS ANGELES | DUBAI | GURGAON Introduction -------------------------------------------------------------------------------------------  3 Table of contents Lead Generation and Nurturing -----------------------------------------------------------------  3 Get Them to Visit ------------------------------------------------------------------------------------------------------------- 5 Respond to Them --------------------------------------------------------- --------------------------------------------------- 6 Get Them to Reciprocate -------------------------------------------------------------------------------------------------- 8 Continue the Dialog ---------------------------------------------------------- ----------------------------------------------- 9 Conclusion ---------------------------------------------------------------------------------------------  10  Abstract: Contemporary web content management system (CMS) platforms now provide marketers with tools that that support lead generation, nurturing and conve rsion. From the ability to automati cally optimize content, one-click creation of new landing pages, to targeting the right content at the precise time the visitor expects it—CMSs are empowering marketers. Introduction Lead Generation and Nurturing Digital marketing channels—including web, email, communities, mobile and social networks—have forced organization to transform thei r approach to lead generation and custome r acquisition. Central to these digital mediums is the website—the de facto communications channel for virtually all businesses of any size. In most organizations, the need to update websit e content frequently by markete rs has led to the widespread adoption of web content management systems (CMS). The CMS is now the tool that not only enables marketers to manage content on their websites, but provides an ever growing set of capabilities that extend the web channel from a mere communications platform, to a prospect and customer engagement platform—one that is now capable of engaging visitors with a dialog—a true two-way conversation. T aking the next logical step, marketers can extend the single channel of web communication to a coordinated enga gement experience acr oss multiple channels. The lines of responsibilities blur as an increasing number of mid-range to upper-r ange CMS platforms incorporate content optimization, personalization , community, marketing automation and analytics capabilities with the platform capabilities that have been traditionally found in standalone platforms outside of the CMS. This paper explores how lead generation and customer acquisition is propelled forward with the integration of these capabilities within a CMS. Our focus will be on four steps to delivering sales-ready leads to your organization. The challenge faced by marketers is not just the generation of leads, but rather the generation of qualified leads. First, how do we get people to your website and how do we know when they sales-re ady leads? What do we do with leads that are not yet committed to a buying decision—how do we continue to nurture them? We all dream of the “bluebird” leads where both the Prospect Contact and organization have already chosen your product or serv ice and are ready to buy . Unfortunately this is not the reality that most marketing and sales people experi ence. Getting qualified leads into the sale s funnel that mature to prospective buyers is difficult, but emerging tools and practices make it easier . 3 What are the steps that bring us to mature, sales-ready lead ? By identifying these steps, we can begin to understand how individual actions, working together, can deliver the leads we desire. 4 Get Them to Visit: Our first objective is get the potential buyer to your website, where we have an opportunity to begin a dialog with them. 1. Respond to Them: Once the potential buyer is at your website, you will now look to start a dialog with them—to respond to them in a meaningful, relevant way while they browse your website. 2. Get Them to Reciprocate: The next step is important—it is when you are granted permission to continue the dialog. We want to collect informat ion about the buyer—often just an email address. 3. Continue The Dialog: This is step is a repeat of steps 2-3 in which we want to continue the dialog with the lead, nurture them—at their pace—through the buying cycle until they have matured into a sales-ready lead. 4. 0% 27% 33% 33% 35% 37% 39% 69% 20% 40% 60% 80% Generating high-quality leads Most Significant Ch allenges for B2B Marketers to Overcome T oday Marketing to a lengthening sales cycle Creating perceived value in ‘cutting edge’ product benefits Generating a high volume of leads Marketing to growing number of people in the buying process Generating public relations ‘buzz’ Competing in lead generation across multiple media Soure: MarketingSherpa B2B Marketing Benchmark Survey 2009 Methodology: Fielded April 15-20, 2009, N=1, 147 © 2009 % challenged 5 Many CMS platforms now provide built in support for search engine optimization and blogging. Here is what to look for: Search Engine Optimization: Lots of systems now advertise that they are "search engine ready" or "search engine friendly", but be sure to look at the fine print --- what they often mean is that a programmer can modify the system with add-ons to not damage search engine results. This kind of approach can certainly work, but it does require developers availab le who know CMS systems and SEO as well as the ability to add modules or change the configuration of your Web server . A much better solution is a CMS that directly implements common SEO tasks (human/search engine readable URLs, 301 redirect s, meta tags) right in the tool with no additional server configuration required. In order to get the best of both worlds --- the convenience and management advantages of a CMS and the site promotion advantages of SEO --- you need a search engine optimizing CMS.  At a mi nimum, the CMS should not create URLs and content that eng ines ref use to i ndex because it looks dynamic. The system should also allow you to create relevant, per-page meta tags and titles. And, the system should present content using navigation menus that search engines will follow. 1. People visit websites for a purpose—they either have pain or motivation that will lead them to a site. People will go seek solutio ns that address their pain or satisfy their motiv ations. In our digital world that typically starts with “search” on the web using Google, Bing and other popular search engines. People enter the pain they have (e.g. frequent flat tires) or what they believe will address their pain (e.g. tire sealant) to find vendors that can addre ss their needs. The same approach applies to motiv ations (e.g. better grades) and something that can satisfy their motivation (e.g. math tutoring). In each situation, the person has an idea of what would he like to f ind. This leads them to several possible sources of information that relate to their pain or motivation. Other than the optimization of your website for search engine findability , most of the other efforts—blogs, thought leadership content and paid adve rtisement—occur outside your websit e. These efforts are focused on capturing the attention of people with specific pains or motivations, and getting them to your website. If they never get there, we cannot continue with the other steps that were identified. The Vendor Website: The most ideal situation is when a search engine lists a vendor in the initial search results page for the search phrase entered by the person. Search engine optimization of your website content is required to take advantage of this. 1. Blogs: Content-rele vant blogs are search engine findable and can drive readers to directly to your website. Publishing both native blogs (i.e. those within your website) and syndicated blogs (i.e. those found on external systems) provide leads with information to find your organization. 2. Thought Leadership Content: Subject education and exploration through white papers, presentations and videos that are search engine findable can drive readers to directly to your website. Use syndication networks like Slideshare, YouTube and others to get your content on the web. 3. Paid Advertisement: Finally , paid advertising driven by the search phrases that people use, can provide another solution to drive people to your website. 4. Get Them to Visit 6 Speak to The Buyer Mindset: Most visitors are far from ready to buy when they reach your website. They are there to educate themselves about options, to add vendors to their evaluation list or confirm what they read somewhere else. 3. For most, these three relevance factors for content is “Marketing 101” and is delivered through the analysis of market segments, audience and buying cycles, while creating a content map that supports the resulting content permutations. More challenging for most marke ters, though, is how do you get your website to display the correct co ntent at the right time? How does your website know who is coming to your site, what they are looking for and how we should respond to them? Fortunatel y these questions can be addres sed by many contemporary CMS platforms. These platforms provide built-in tools that enable the marketer define where and when content should be displayed to a visitor . Let us explore this capability with severa l scenarios. Scenario One: Organic Search Visitors are coming from an organic search (e.g. Google, Bing, etc.) results page and land on your website. When visitor click through to our website , the search engines provide us with various information, including the search phrase u sed by the visitor.  A CMS can u se thi s in format ion to un derst and what specif ic ke y ter ms are used withi n the search  phrase (e.g. Lapto p vs. server vs. pa d) to drive the i niti al co ntent that is see n when the v isito r fir st comes to the website. Respond to Them Getting people to your website is just the first step, now we need to get their attention, make them believe that we understand their pain and know h ow to address it, or we understand their motivation and know how to satisfy it. In many cases, we only have but a single opportunity to have them realize that we are listening and understand them. The content the visitor reads on the websi te is our initial response from us. That initial “once over” by the visitor coming to your home page should quickly enable them to feel a connection—“the se guys address my need, they really understand who I am”. Y our website’s content is the primary way to provide that connection—but only if it addresses some key relevance factors. Speak to The Market Segment: Content must acknowledge the market segments that you sell to. People want to know that you understand their business and unique problems. 1. Speak to Audience: Content must discriminate between audiences. The marketer and engineer will each expect for you to acknowledge them, understand their needs and speak their language. 2. To really make the most of your content in reaching better search engine rankings, your CMS users must easily be able to optimize content as they create it. For this, you need a CMS that allows non-technical users to easily specify keyword rich URLs, title tags, descriptions and image alt text. The system should provide feedback on these elements in terms of how they will impact the page's performance for selected keywords . This kind of CMS allows users to create and optimize content in one tool rather than having to switch back and forth between a CMS and a set of SEO tools. Blogging: While selecting a CMS, it’s important to choose a CMS that provides integrated blogging tools. Ability to start a blog, or multiple blogs right on your primary website, writing, editing, displaying blog posts on multiple pages, schedule posts, manage existing posts, add tags, and edit comments are some of the important features to look for, while you select your CMS. No matter what your purpose is, the CMS should give you a number of options for your blog. 2. 6 How does a CMS provide this? Many CMS platforms provid e content personalizatio n that can hide and show content based on paramete rs that marketers set. For example, we may configure the sys tem to present a list of “Key features of our laptops” on the home page if we know the person came to us via a search phrase that contained “laptop”. More specifically, if the visitor came via the search phrase “lowest price laptop”, then we present our “Starter laptops with limited time specials”. The CMS can control any part of the web page content and presentation, actually enabling complete control over the engagement experience the visitor has. Many CMS platform now provide built in support for content personalizatio n with built-in analytics and rules-engine s. Here is what to look for: Analytics: CMS platforms now incorporate analytics capabilities that are competitive with many standalone produc ts. The value of having integrated analytics for the marke ter is two-fold: the ability to utilize first-person cookies, which enable us to recognize returning visitors who typically delete or block third-person cookies; secondly , integrated CMS analytics are real-time, enabling personalization to act on the analytics data while the visitor is navigating the website. For many marke ters, a combination of integrated analyti cs with tools provided by Google can provide a good basis, while third-party products, like Omniture provide even greater detail. 1. Scenario Two: Pay per Click (PPC) Advertiseme nts Like organic search, PPC can be configured to provide details around what advertisement the person clicked on, and when used in conjunction with search engines, they can also provide what search phrase was used to get to the advertisement.  Visitors co ming to your web site via a PPC advertisement click on a link. This li nk can have an associated query string that contains a variety of information (e.g. market segment, pain, motivation, etc.) that based on the advertisements association with one or more search phrases.  A CMS can u se th is in format ion t o dyn amica lly p resent a home page t hat a ligns with the sp ecifi c visitor . If their initial search contained the term “laptop”, then we know what the person is looking for  and can pr esent conte nt t hat me ets t heir expect ation s. Scenario Three: Web user journey (i.e. Clickstream details) Imagine a user seeing a billboard that contains your web add ress. Finally in front of a computer , they enter the address and are taken to your website. What do we know about them at this point—not much, as we do not have details from a referrer. Ideally, our website copy for the anonymous user engages them sufficiently for them to click on one or more links. Immediately, these actions taken by the visitor can tell us what is on their mind—what problem they have, what audience they are and what market segment they are from. The homepage must be organized to enable visitors to tell us who they are and what they are thinking based on the actions they take.  A CMS can pr ovide real-t ime ca pture , ana lysis and respon se to the u ser’s journ ey. We can collec t what links they have clicked on and how long they stay on a page. Between these two factors, we can deduce many details that the CMS can immediately respond to by replacing “anonymous” content with content that aligns with the visitor’s expectations. 4 Selecting the Information Fields to Capture: Both marketers and sales people want to get as much information about a prospect as possible, often for different purposes. Both teams need to work together to identify information that can improve the dialog with the customer , through marketing, while providing sales with sufficient insight to qualify and act on the opportunity . Prioritizing the Fields: Once the collection of information fields is selected, then the team will need to prioritize what fields are most impo rtant. Note, we cannot ask for all information at once, but rather in an unobtrusive, incremental manner that may require multiple visits. Plan the Progressive Request of Information:  After deci ding up on the priority of fie lds, we can begin to plan how many fields would be collected during each “captur e event”. One can estimate 2-3 opportunities to capture information, with 1-3 fields of information captured during each opportunity . 1. 2. 3. Identify Strong Offers for Each “Capture Event”: We need to identify compelling offers for the capture events. These should align with the buyers mindset, where the progressive visits move the buyer from understanding their problem, to searching for solutions and eventually to comparing solutions. 4. Get Them to Reciprocate Once we have engaged the buyer on our website, we want them to tell us details about themselves that we cannot glean from visitor journey . The effectiveness of unders tanding the user journey is limited to their time on our website, but what happens when they leave? Eventually , people do leave our websites, but our objective is now to have them respond to us by providing actionable details—most importantly their email address. Typically, people are reluctant to give their email address, knowing that it may unleash a barrage of unwanted emails into their inbox. For them to releas e their email, we need to provide not only the assurance not to misuse their trust, but a compelling offer. Throughout the visitor journey , we have an opportunity to engage them with personalized offers that speak directly to their marke t segment, audience type and buyer mindset. From this information, which is gathered from the referrer and the visitor journey , we can present them with high-value offerings—like guides, white papers and meaningful tools—that they could download. In exchange for downloading these assets, we will request information about the individual in return, starting with the email address. Most visitors are willing to answer a short form or provide a limited amount of information early in the relationship, but additional profile information, used to improve content personalization on the website or to qualify sales-ready leads, can be progressively captured as the visitor returns to the website and additional offers are presented to them. This progressive approac h to build a visitor profile sees higher results than trying to capture every deta il in one session. The progressive capture of a visito r profile will require planning which involves the following steps: Personalization: When you want your website to adapt to the customer, as they are navigating the site, then the CMS will need capabilities that enable marketers to change banners, images, content and downlo adable documents base d on rules. These rules are typically defined within wizard or graphical flow-charting tool that enable marketers to create and manage their personalization with technical intervention. 2. The capabilities required to support the steps above are best delivered within a CMS, where marketers have direct control over how the form appears and what downloadable content is associated with the form. In addition, we must guarantee that captured information is stored in systems, like your CRM or marketing automation, where it becomes actionable. Many CMS platforms now provide built in support for forms capture, document management and integration. Here is what to lo ok for: Marketing Forms: These enable marketers to create forms with little to no assistance from the technical staff. These forms are si mple to create and quick to deploy . These forms should work with the personalization and security capabilities of the CMS to enable control over what fields are shown under specific situations. 1. Document Management and Security: The ability to upload and manage documents natively within a CMS makes it easy to provide do wnloadable “offers” to visitor s. Most CMS platforms should enable marketers to upload, manipulate and manage various digital assets—inc luding documents, graphics, video and audio—from within the same environment in which they edit content. Once uploaded, the marketer should be able to create links to the assets form download, while securing them with built-in capabilities that “gate” the asset until certain requirements are met—like the submittal of form information. 2. CRM Integration: Customer Relationship Management Systems (CRM) that are tightly integrated with CMS systems can reduce latency by giving you access to real-time sales, marketing and service information and visibility into interactions at varied stages of customer engagement. The integration of CRM and WCM systems allows you to easily manage high volume of interpersonal interactions with customers through multiple contact channels, and with globally dispersed resources. Such integration provides benefits including: increased lead generation, simplified customer interactions, faster response times, greater accuracy and improved levels of customer service 3. Continuing a digital dialog with visitors req uires two-way communic ation. The communication is not over t, but rather occurs when the visitor leaves a digital footprint—includin g referrer details, the visitor journey and captured profile information—that informs us how to respond to them with personalized content, offers and emails. Visitors will not realize that our communication—through the websi te and email—is specific to them, they will assume that we have the right solution to their needs. The website content and email s are the two mechanisms that enable us to respond to the visitor. Creating and publishing website content is not a onetime event, but an activity that must reflect changes in market expectations. This activity is known as content optimiz ation, during which we adjust the content to best speak to the visitor-prospect. A common tool that enables content optimization is multivariate testing (e.g. also known by A/B testing) that enable marketers to create and publish two or more variants of the same content. Marketers can for instance, publish the home page with two banners that are presented to visitors in a round-robin manner , here the home page appears with the different banners depending on the visitor . The objective is to understand which home page banner garners the better response—which may be a combination of goals, like a smaller bounce rate and click-t hrough on the banner . 4 Continue the Dialog Today’s CMS platforms contain capabilities that enable marketers to control the engagement with the visitor , by personalizing the web and email experience in alignment with prospect expectations. Finding the right CMS platform that provides the correct balance of capabilities, cost and ease-of-use can be challenging. We invite you to consider ot her eDynamic papers, including those that guide you through the CMS selection process, to align CMS capabilities to your needs. 4 Conclusion Many CMS platforms no w provide built - in support fo r campaign management . Here is what to look for: Multivariate or A/B T esting:  A/B T esting i s a vita l part of content optimization, especially for enabling marketers to deliver online experiences that are tailored to satisfy a targeted audience. Using the A/B Testing tool you can compare a number of different versions of the same web page concurrently and see which one elic its the best response. What this means is that you can create more than one version of the same page i.e. alter the content modify the look and feel, or rearrange the layout of the alternate pages, and then actually test them on the audience to determine which one is the most preferred version. The data gleaned from the tests can then be used to produce even more compelling web pages that attract more visitors and improve lead conversion rates. 1. Marketing Automation: For those familiar with email campaign management software, marketing automation platforms provide another level of sophisti cation and capabilities. It combines the capabilities of email marketing, rules-based personaliz ation and filtering with customer profile management. Combining, these capabilities ena ble marketers to target prospects with precise email messages and offers at the appropriate time . Evaluate capabilities built into CMS platforms next to best -of-breed offeri ngs like Eloqua and others. 2. In addition to improving the website content, we will want to deploy email once we have captured the email address of visitor. Though simple email capabilities are fine when perfor ming emails in mass, the needs for a digital dialog requires that we respond to the visitor with specific emails under specific conditions . This level of control is found in more advanced tools, some of which finding their way into CMS platforms, but most are still found as external, third-party services.  A market ing aut omation platform sends email s based o n rules that act on inf ormation captured through website analytics and forms , to enable a personalized email experie nce for the web visitor . In the same way personalization can assemble a web page that is specific to a visitor , marketing automation systems provide similar capabilities to dynamically assemble a personalized email. With the powerful capabilities now provided by CMS and marketing automation solutions, organizations will require more effort spent on strategy, planning and execution to get the most from these systems. eDynamic In our strategic review , unique in the industry , we work with you to understand and document your customers’ buying cycles, how best to segment your web visitors and then how to target personalized information to them, while providing you with lead scoring capabilities and a strategy to convert prospects to customers. Strategy Workshops To Deliver Results  As Certif ied partn ers of both clas s-leading platforms - Sit ecore and Eloqua, eDynamic has enabled a seamless solution that connects Sitecore's Online Marketing Suite (OMS) with Eloqua's Marketing  Automati on Platf orm. We pro vide integ ration s ervices to marketers l ooking for great er flexi bility and sophistication in executing marketing campaigns that deliver superior value and results.  This solution provides marketers with unified engagement platform where both the website and email messages are synchronized. T aking the strategy defined during the strategic review, or your custom requirements , we can configure both OMS and Eloqua to work together to respond to web visitors and drive lead conversions. Seamless Integration Conclusion eDynamic is pioneering the Unified Engagement Platform—a combination of capabilities that will enable marketers to maintain a continuous digital dialog with prospects, nurturing them from their initial contact until they are ready for sales to engage them. We’d Love To Hear From You Visit us at http://demandgeneration.edynamic.net Visit us at http://cms.edynamic.net Write us at [email protected] Call us at 1-877-339-6264 7

4 Steps to Deliver Sales Ready Leads Using Web Cms

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Four Steps to Deliver

Sales-Ready Leads using Web CMSContent Management System (CMS)

Email: [email protected] America: 1-877-339-6264India: +91-124-4951900-50

NEW YORK | TORONTO | PHOENIX | LOS ANGELES | DUBAI | GURGAON

Introduction  -------------------------------------------------------------------------------------------  3

Table of contents

Lead Generation and Nurturing  ----------------------------------------------------------------- 3

Get Them to Visit ------------------------------------------------------------------------------------------------------------- 5

Respond to Them ------------------------------------------------------------------------------------------------------------ 6

Get Them to Reciprocate -------------------------------------------------------------------------------------------------- 8

Continue the Dialog --------------------------------------------------------------------------------------------------------- 9

Conclusion  --------------------------------------------------------------------------------------------- 10

 Abstract:Contemporary web content management system (CMS) platforms now provide marketers with tools thatthat support lead generation, nurturing and conversion. From the ability to automatically optimize content,one-click creation of new landing pages, to targeting the right content at the precise time the visitorexpects it—CMSs are empowering marketers.

Introduction

Lead Generation and Nurturing

Digital marketing channels—including web, email, communities, mobile and social networks—have forcedorganization to transform their approach to lead generation and customer acquisition. Central to thesedigital mediums is the website—the de facto communications channel for virtually all businesses of anysize. In most organizations, the need to update website content frequently by marketers has led to thewidespread adoption of web content management systems (CMS).

The CMS is now the tool that not only enables marketers to manage content on their websites, butprovides an ever growing set of capabilities that extend the web channel from a mere communicationsplatform, to a prospect and customer engagement platform—one that is now capable of engaging visitorswith a dialog—a true two-way conversation.

Taking the next logical step, marketers can extend the single channel of web communication to a

coordinated engagement experience across multiple channels. The lines of responsibilities blur as anincreasing number of mid-range to upper-range CMS platforms incorporate content optimization,personalization, community, marketing automation and analytics capabilities with the platform capabilitiesthat have been traditionally found in standalone platforms outside of the CMS.

This paper explores how lead generation and customer acquisition is propelled forward with the integrationof these capabilities within a CMS.

Our focus will be on four steps to delivering sales-ready leads to your organization.

The challenge faced by marketers is not just the generation of leads, but rather the generation of qualifiedleads. First, how do we get people to your website and how do we know when they sales-ready leads?What do we do with leads that are not yet committed to a buying decision—how do we continue to nurturethem?

We all dream of the “bluebird” leads where both the Prospect Contact and organization have alreadychosen your product or service and are ready to buy. Unfortunately this is not the reality that mostmarketing and sales people experience. Getting qualified leads into the sales funnel that mature toprospective buyers is difficult, but emerging tools and practices make it easier.

3

What are the steps that bring us to mature, sales-ready lead? By identifying these steps, we can begin tounderstand how individual actions, working together, can deliver the leads we desire.

4

Get Them to Visit: Our first objective is get the potential buyer to your website, where we have anopportunity to begin a dialog with them.1.

Respond to Them: Once the potential buyer is at your website, you will now look to start a dialogwith them—to respond to them in a meaningful, relevant way while they browse your website.

2.

Get Them to Reciprocate: The next step is important—it is when you are granted permission tocontinue the dialog. We want to collect information about the buyer—often just an email address.

3.

Continue The Dialog: This is step is a repeat of steps 2-3 in which we want to continue the dialogwith the lead, nurture them—at their pace—through the buying cycle until they have matured into asales-ready lead.

4.

0%

27%

33%

33%

35%

37%

39%

69%

20% 40% 60% 80%

Generating high-quality leads

Most Significant Challenges for B2B Marketers to Overcome Today

Marketing to a lengthening salescycle

Creating perceived value in‘cutting edge’ product benefits

Generating a high volume of leads

Marketing to growing number ofpeople in the buying process

Generating public relations ‘buzz’

Competing in lead generationacross multiple media

Soure: MarketingSherpa B2B Marketing Benchmark Survey 2009

Methodology: Fielded April 15-20, 2009, N=1, 147 © 2009

% challenged

5

Many CMS platforms now provide built in support for search engine optimization and blogging.Here is what to look for:

Search Engine Optimization:  Lots of systems now advertise that they are "search engineready" or "search engine friendly", but be sure to look at the fine print --- what they often mean isthat a programmer can modify the system with add-ons to not damage search engine results.This kind of approach can certainly work, but it does require developers available who knowCMS systems and SEO as well as the ability to add modules or change the configuration ofyour Web server. A much better solution is a CMS that directly implements common SEO tasks(human/search engine readable URLs, 301 redirects, meta tags) right in the tool with noadditional server configuration required.

In order to get the best of both worlds --- the convenience and management advantages of aCMS and the site promotion advantages of SEO --- you need a search engine optimizing CMS. At a minimum, the CMS should not create URLs and content that engines refuse to indexbecause it looks dynamic. The system should also allow you to create relevant, per-page metatags and titles. And, the system should present content using navigation menus that searchengines will follow.

1.

People visit websites for a purpose—they either have pain or motivation that will lead them to a site.People will go seek solutions that address their pain or satisfy their motivations. In our digital world thattypically starts with “search” on the web using Google, Bing and other popular search engines. Peopleenter the pain they have (e.g. frequent flat tires) or what they believe will address their pain (e.g. tiresealant) to find vendors that can address their needs. The same approach applies to motivations (e.g.better grades) and something that can satisfy their motivation (e.g. math tutoring). In each situation, theperson has an idea of what would he like to f ind. This leads them to several possible sources ofinformation that relate to their pain or motivation.

Other than the optimization of your website for search engine findability, most of the other efforts—blogs,thought leadership content and paid advertisement—occur outside your website. These efforts arefocused on capturing the attention of people with specific pains or motivations, and getting them to yourwebsite. If they never get there, we cannot continue with the other steps that were identified.

The Vendor Website: The most ideal situation is when a search engine lists a vendor in the initialsearch results page for the search phrase entered by the person. Search engine optimization of yourwebsite content is required to take advantage of this.

1.

Blogs: Content-relevant blogs are search engine findable and can drive readers to directly to yourwebsite. Publishing both native blogs (i.e. those within your website) and syndicated blogs (i.e. thosefound on external systems) provide leads with information to find your organization.

2.

Thought Leadership Content: Subject education and exploration through white papers,presentations and videos that are search engine findable can drive readers to directly to your website.Use syndication networks like Slideshare, YouTube and others to get your content on the web.

3.

Paid Advertisement: Finally, paid advertising driven by the search phrases that people use, canprovide another solution to drive people to your website.

4.

Get Them to Visit

6

Speak to The Buyer Mindset: Most visitors are far from ready to buy when they reach your website.They are there to educate themselves about options, to add vendors to their evaluation list or confirm whatthey read somewhere else.

3.

For most, these three relevance factors for content is “Marketing 101” and is delivered through the analysis

of market segments, audience and buying cycles, while creating a content map that supports the resultingcontent permutations. More challenging for most marketers, though, is how do you get your website todisplay the correct content at the right time? How does your website know who is coming to your site,what they are looking for and how we should respond to them?

Fortunately these questions can be addressed by many contemporary CMS platforms. These platformsprovide built-in tools that enable the marketer define where and when content should be displayed to avisitor. Let us explore this capability with several scenarios.

Scenario One: Organic Search Visitors are coming from an organic search (e.g. Google, Bing,etc.) results page and land on your website. When visitor click through to our website, the search

engines provide us with various information, including the search phrase used by the visitor.

 A CMS can use this information to understand what specific key terms are used within the search

 phrase (e.g. Laptop vs. server vs. pad) to drive the initial content that is seen when the visitor first 

comes to the website.

Respond to ThemGetting people to your website is just the first step, now we need to get their attention, make them believethat we understand their pain and know how to address it, or we understand their motivation and knowhow to satisfy it. In many cases, we only have but a single opportunity to have them realize that we arelistening and understand them. The content the visitor reads on the website is our initial response from us.

That initial “once over” by the visitor coming to your home page should quickly enable them to feel aconnection—“these guys address my need, they really understand who I am”. Your website’s content isthe primary way to provide that connection—but only if it addresses some key relevance factors.

Speak to The Market Segment: Content must acknowledge the market segments that you sell to.People want to know that you understand their business and unique problems.

1.

Speak to Audience: Content must discriminate between audiences. The marketer and engineer willeach expect for you to acknowledge them, understand their needs and speak their language.

2.

To really make the most of your content in reaching better search engine rankings, your CMS

users must easily be able to optimize content as they create it. For this, you need a CMS thatallows non-technical users to easily specify keyword rich URLs, title tags, descriptions andimage alt text. The system should provide feedback on these elements in terms of how they willimpact the page's performance for selected keywords. This kind of CMS allows users to createand optimize content in one tool rather than having to switch back and forth between a CMSand a set of SEO tools.

Blogging: While selecting a CMS, it’s important to choose a CMS that provides integratedblogging tools. Ability to start a blog, or multiple blogs right on your primary website, writing,editing, displaying blog posts on multiple pages, schedule posts, manage existing posts, addtags, and edit comments are some of the important features to look for, while you select yourCMS. No matter what your purpose is, the CMS should give you a number of options for yourblog.

2.

6

How does a CMS provide this? Many CMS platforms provide content personalization that can hide andshow content based on parameters that marketers set. For example, we may configure the system topresent a list of “Key features of our laptops” on the home page if we know the person came to us via asearch phrase that contained “laptop”. More specifically, if the visitor came via the search phrase “lowestprice laptop”, then we present our “Starter laptops with limited time specials”. The CMS can control anypart of the web page content and presentation, actually enabling complete control over the engagementexperience the visitor has.

Many CMS platform now provide built in support for content personalization with built-in analyticsand rules-engines. Here is what to look for:

Analytics:  CMS platforms now incorporate analytics capabilities that are competitive withmany standalone products. The value of having integrated analytics for the marketer istwo-fold: the ability to utilize first-person cookies, which enable us to recognize returning visitorswho typically delete or block third-person cookies; secondly, integrated CMS analytics arereal-time, enabling personalization to act on the analytics data while the visitor is navigating thewebsite. For many marketers, a combination of integrated analytics with tools provided byGoogle can provide a good basis, while third-party products, like Omniture provide even greater

detail.

1.

Scenario Two: Pay per Click (PPC) Advertisements

Like organic search, PPC can be configured to provide details around what advertisement theperson clicked on, and when used in conjunction with search engines, they can also provide whatsearch phrase was used to get to the advertisement. Visitors coming to your website via a PPC advertisement click on a link. This link can have anassociated query string that contains a variety of information (e.g. market segment, pain,motivation, etc.) that based on the advertisements association with one or more search phrases.

 A CMS can use this information to dynamically present a home page that aligns with the specific

visitor. If their initial search contained the term “laptop”, then we know what the person is looking for 

 and can present content that meets their expectations.

Scenario Three: Web user journey (i.e. Clickstream details)Imagine a user seeing a billboard that contains your web address. Finally in front of a computer,they enter the address and are taken to your website. What do we know about them at thispoint—not much, as we do not have details from a referrer.

Ideally, our website copy for the anonymous user engages them sufficiently for them to click onone or more links. Immediately, these actions taken by the visitor can tell us what is on theirmind—what problem they have, what audience they are and what market segment they are from.The homepage must be organized to enable visitors to tell us who they are and what they arethinking based on the actions they take.

 A CMS can provide real-t ime capture, analysis and response to the user’s journey. We can collect 

what links they have clicked on and how long they stay on a page. Between these two factors, wecan deduce many details that the CMS can immediately respond to by replacing “anonymous”

content with content that aligns with the visitor’s expectations.

4

Selecting the Information Fields to Capture: Both marketers and sales people want to get asmuch information about a prospect as possible, often for different purposes. Both teams need to worktogether to identify information that can improve the dialog with the customer, through marketing, whileproviding sales with sufficient insight to qualify and act on the opportunity.

Prioritizing the Fields: Once the collection of information fields is selected, then the team will needto prioritize what fields are most important. Note, we cannot ask for all information at once, but ratherin an unobtrusive, incremental manner that may require multiple visits.

Plan the Progressive Request of Information:  After deciding upon the priority of fields, we canbegin to plan how many fields would be collected during each “capture event”. One can estimate 2-3opportunities to capture information, with 1-3 fields of information captured during each opportunity.

1.

2.

3.

Identify Strong Offers for Each “Capture Event”: We need to identify compelling offers for thecapture events. These should align with the buyers mindset, where the progressive visits move thebuyer from understanding their problem, to searching for solutions and eventually to comparingsolutions.

4.

Get Them to ReciprocateOnce we have engaged the buyer on our website, we want them to tell us details about themselves that wecannot glean from visitor journey. The effectiveness of understanding the user journey is limited to theirtime on our website, but what happens when they leave? Eventually, people do leave our websites, but our

objective is now to have them respond to us by providing actionable details—most importantly their emailaddress.

Typically, people are reluctant to give their email address, knowing that it may unleash a barrage ofunwanted emails into their inbox. For them to release their email, we need to provide not only theassurance not to misuse their trust, but a compelling offer.

Throughout the visitor journey, we have an opportunity to engage them with personalized offers that speakdirectly to their market segment, audience type and buyer mindset. From this information, which isgathered from the referrer and the visitor journey, we can present them with high-value offerings—likeguides, white papers and meaningful tools—that they could download. In exchange for downloadingthese assets, we will request information about the individual in return, starting with the email address.

Most visitors are willing to answer a short form or provide a limited amount of information early in therelationship, but additional profile information, used to improve content personalization on the website or toqualify sales-ready leads, can be progressively captured as the visitor returns to the website and additionaloffers are presented to them. This progressive approach to build a visitor profile sees higher results thantrying to capture every detail in one session. The progressive capture of a visitor profile will requireplanning which involves the following steps:

Personalization:  When you want your website to adapt to the customer, as they arenavigating the site, then the CMS will need capabilities that enable marketers to changebanners, images, content and downloadable documents based on rules. These rules aretypically defined within wizard or graphical flow-charting tool that enable marketers to createand manage their personalization with technical intervention.

2.

The capabilities required to support the steps above are best delivered within a CMS, where marketershave direct control over how the form appears and what downloadable content is associated with the form.In addition, we must guarantee that captured information is stored in systems, like your CRM or marketing

automation, where it becomes actionable.

Many CMS platforms now provide built in support for forms capture, document management andintegration. Here is what to look for:

Marketing Forms: These enable marketers to create forms with little to no assistance fromthe technical staff. These forms are simple to create and quick to deploy. These forms shouldwork with the personalization and security capabilities of the CMS to enable control over whatfields are shown under specific situations.

1.

Document Management and Security: The ability to upload and manage documents

natively within a CMS makes it easy to provide downloadable “offers” to visitors. Most CMSplatforms should enable marketers to upload, manipulate and manage various digitalassets—including documents, graphics, video and audio—from within the same environment inwhich they edit content. Once uploaded, the marketer should be able to create links to theassets form download, while securing them with built-in capabilities that “gate” the asset untilcertain requirements are met—like the submittal of form information.

2.

CRM Integration: Customer Relationship Management Systems (CRM) that are tightlyintegrated with CMS systems can reduce latency by giving you access to real-time sales,marketing and service information and visibility into interactions at varied stages of customerengagement. The integration of CRM and WCM systems allows you to easily manage highvolume of interpersonal interactions with customers through multiple contact channels, and with

globally dispersed resources. Such integration provides benefits including: increased leadgeneration, simplified customer interactions, faster response times, greater accuracy andimproved levels of customer service

3.

Continuing a digital dialog with visitors requires two-way communication. The communication is not overt,but rather occurs when the visitor leaves a digital footprint—including referrer details, the visitor journey

and captured profile information—that informs us how to respond to them with personalized content, offersand emails. Visitors will not realize that our communication—through the website and email—is specific tothem, they will assume that we have the right solution to their needs. The website content and emails arethe two mechanisms that enable us to respond to the visitor.

Creating and publishing website content is not a onetime event, but an activity that must reflect changes inmarket expectations. This activity is known as content optimization, during which we adjust the content tobest speak to the visitor-prospect. A common tool that enables content optimization is multivariate testing(e.g. also known by A/B testing) that enable marketers to create and publish two or more variants of thesame content.

Marketers can for instance, publish the home page with two banners that are presented to visitors in around-robin manner, here the home page appears with the different banners depending on the visitor. The

objective is to understand which home page banner garners the better response—which may be acombination of goals, like a smaller bounce rate and click-through on the banner.

4

Continue the Dialog

Today’s CMS platforms contain capabilities that enable marketers to control the engagement with thevisitor, by personalizing the web and email experience in alignment with prospect expectations. Findingthe right CMS platform that provides the correct balance of capabilities, cost and ease-of-use can bechallenging. We invite you to consider other eDynamic papers, including those that guide you through theCMS selection process, to align CMS capabilities to your needs.

4

Conclusion

Many CMS platforms now provide built - in support for campaign management. Here is what tolook for:

Multivariate or A/B Testing:  A/B Testing is a vital part of content optimization, especially forenabling marketers to deliver online experiences that are tailored to satisfy a targeted audience.Using the A/B Testing tool you can compare a number of different versions of the same webpage concurrently and see which one elicits the best response. What this means is that youcan create more than one version of the same page i.e. alter the content modify the look andfeel, or rearrange the layout of the alternate pages, and then actually test them on the audienceto determine which one is the most preferred version. The data gleaned from the tests can thenbe used to produce even more compelling web pages that attract more visitors and improvelead conversion rates.

1.

Marketing Automation: For those familiar with email campaign management software,marketing automation platforms provide another level of sophistication and capabilities. Itcombines the capabilities of email marketing, rules-based personalization and filtering withcustomer profile management. Combining, these capabilities enable marketers to targetprospects with precise email messages and offers at the appropriate time. Evaluatecapabilities built into CMS platforms next to best-of-breed offerings like Eloqua and others.

2.

In addition to improving the website content, we will want to deploy email once we have captured the emailaddress of visitor. Though simple email capabilities are fine when performing emails in mass, the needsfor a digital dialog requires that we respond to the visitor with specific emails under specific conditions.

This level of control is found in more advanced tools, some of which finding their way into CMS platforms,but most are still found as external, third-party services.

 A marketing automation platform sends emails based on rules that act on information captured throughwebsite analytics and forms, to enable a personalized email experience for the web visitor. In the sameway personalization can assemble a web page that is specific to a visitor, marketing automation systemsprovide similar capabilities to dynamically assemble a personalized email.

With the powerful capabilities now provided by CMS and marketing automation solutions, organizations willrequire more effort spent on strategy, planning and execution to get the most from these systems.

eDynamicIn our strategic review, unique in the industry, we work with you to understand and document yourcustomers’ buying cycles, how best to segment your web visitors and then how to target personalizedinformation to them, while providing you with lead scoring capabilities and a strategy to convert prospectsto customers.

Strategy Workshops To Deliver Results

 As Certif ied partners of both class-leading platforms - Sitecore and Eloqua, eDynamic has enabled a

seamless solution that connects Sitecore's Online Marketing Suite (OMS) with Eloqua's Marketing Automation Platform. We provide integration services to marketers looking for greater flexibility andsophistication in executing marketing campaigns that deliver superior value and results. This solution provides marketers with unified engagement platform where both the website and emailmessages are synchronized. Taking the strategy defined during the strategic review, or your customrequirements, we can configure both OMS and Eloqua to work together to respond to web visitors anddrive lead conversions.

Seamless Integration

ConclusioneDynamic is pioneering the Unified Engagement Platform—a combination of capabilities that will enablemarketers to maintain a continuous digital dialog with prospects, nurturing them from their initial contactuntil they are ready for sales to engage them.

We’d Love To Hear From YouVisit us at http://demandgeneration.edynamic.net

Visit us at http://cms.edynamic.net

Write us at [email protected]

Call us at 1-877-339-6264

7

Page 2: 4 Steps to Deliver Sales Ready Leads Using Web Cms

7/31/2019 4 Steps to Deliver Sales Ready Leads Using Web Cms

http://slidepdf.com/reader/full/4-steps-to-deliver-sales-ready-leads-using-web-cms 2/10

Four Steps to Deliver

Sales-Ready Leads using Web CMSContent Management System (CMS)

Email: [email protected] America: 1-877-339-6264India: +91-124-4951900-50

NEW YORK | TORONTO | PHOENIX | LOS ANGELES | DUBAI | GURGAON

Introduction  -------------------------------------------------------------------------------------------  3

Table of contents

Lead Generation and Nurturing  ----------------------------------------------------------------- 3

Get Them to Visit ------------------------------------------------------------------------------------------------------------- 5

Respond to Them ------------------------------------------------------------------------------------------------------------ 6

Get Them to Reciprocate -------------------------------------------------------------------------------------------------- 8

Continue the Dialog --------------------------------------------------------------------------------------------------------- 9

Conclusion  --------------------------------------------------------------------------------------------- 10

 Abstract:Contemporary web content management system (CMS) platforms now provide marketers with tools thatthat support lead generation, nurturing and conversion. From the ability to automatically optimize content,one-click creation of new landing pages, to targeting the right content at the precise time the visitorexpects it—CMSs are empowering marketers.

Introduction

Lead Generation and Nurturing

Digital marketing channels—including web, email, communities, mobile and social networks—have forcedorganization to transform their approach to lead generation and customer acquisition. Central to thesedigital mediums is the website—the de facto communications channel for virtually all businesses of anysize. In most organizations, the need to update website content frequently by marketers has led to thewidespread adoption of web content management systems (CMS).

The CMS is now the tool that not only enables marketers to manage content on their websites, butprovides an ever growing set of capabilities that extend the web channel from a mere communicationsplatform, to a prospect and customer engagement platform—one that is now capable of engaging visitorswith a dialog—a true two-way conversation.

Taking the next logical step, marketers can extend the single channel of web communication to a

coordinated engagement experience across multiple channels. The lines of responsibilities blur as anincreasing number of mid-range to upper-range CMS platforms incorporate content optimization,personalization, community, marketing automation and analytics capabilities with the platform capabilitiesthat have been traditionally found in standalone platforms outside of the CMS.

This paper explores how lead generation and customer acquisition is propelled forward with the integrationof these capabilities within a CMS.

Our focus will be on four steps to delivering sales-ready leads to your organization.

The challenge faced by marketers is not just the generation of leads, but rather the generation of qualifiedleads. First, how do we get people to your website and how do we know when they sales-ready leads?What do we do with leads that are not yet committed to a buying decision—how do we continue to nurturethem?

We all dream of the “bluebird” leads where both the Prospect Contact and organization have alreadychosen your product or service and are ready to buy. Unfortunately this is not the reality that mostmarketing and sales people experience. Getting qualified leads into the sales funnel that mature toprospective buyers is difficult, but emerging tools and practices make it easier.

3

What are the steps that bring us to mature, sales-ready lead? By identifying these steps, we can begin tounderstand how individual actions, working together, can deliver the leads we desire.

4

Get Them to Visit: Our first objective is get the potential buyer to your website, where we have anopportunity to begin a dialog with them.1.

Respond to Them: Once the potential buyer is at your website, you will now look to start a dialogwith them—to respond to them in a meaningful, relevant way while they browse your website.

2.

Get Them to Reciprocate: The next step is important—it is when you are granted permission tocontinue the dialog. We want to collect information about the buyer—often just an email address.

3.

Continue The Dialog: This is step is a repeat of steps 2-3 in which we want to continue the dialogwith the lead, nurture them—at their pace—through the buying cycle until they have matured into asales-ready lead.

4.

0%

27%

33%

33%

35%

37%

39%

69%

20% 40% 60% 80%

Generating high-quality leads

Most Significant Challenges for B2B Marketers to Overcome Today

Marketing to a lengthening salescycle

Creating perceived value in‘cutting edge’ product benefits

Generating a high volume of leads

Marketing to growing number ofpeople in the buying process

Generating public relations ‘buzz’

Competing in lead generationacross multiple media

Soure: MarketingSherpa B2B Marketing Benchmark Survey 2009

Methodology: Fielded April 15-20, 2009, N=1, 147 © 2009

% challenged

5

Many CMS platforms now provide built in support for search engine optimization and blogging.Here is what to look for:

Search Engine Optimization:  Lots of systems now advertise that they are "search engineready" or "search engine friendly", but be sure to look at the fine print --- what they often mean isthat a programmer can modify the system with add-ons to not damage search engine results.This kind of approach can certainly work, but it does require developers available who knowCMS systems and SEO as well as the ability to add modules or change the configuration ofyour Web server. A much better solution is a CMS that directly implements common SEO tasks(human/search engine readable URLs, 301 redirects, meta tags) right in the tool with noadditional server configuration required.

In order to get the best of both worlds --- the convenience and management advantages of aCMS and the site promotion advantages of SEO --- you need a search engine optimizing CMS. At a minimum, the CMS should not create URLs and content that engines refuse to indexbecause it looks dynamic. The system should also allow you to create relevant, per-page metatags and titles. And, the system should present content using navigation menus that searchengines will follow.

1.

People visit websites for a purpose—they either have pain or motivation that will lead them to a site.People will go seek solutions that address their pain or satisfy their motivations. In our digital world thattypically starts with “search” on the web using Google, Bing and other popular search engines. Peopleenter the pain they have (e.g. frequent flat tires) or what they believe will address their pain (e.g. tiresealant) to find vendors that can address their needs. The same approach applies to motivations (e.g.better grades) and something that can satisfy their motivation (e.g. math tutoring). In each situation, theperson has an idea of what would he like to f ind. This leads them to several possible sources ofinformation that relate to their pain or motivation.

Other than the optimization of your website for search engine findability, most of the other efforts—blogs,thought leadership content and paid advertisement—occur outside your website. These efforts arefocused on capturing the attention of people with specific pains or motivations, and getting them to yourwebsite. If they never get there, we cannot continue with the other steps that were identified.

The Vendor Website: The most ideal situation is when a search engine lists a vendor in the initialsearch results page for the search phrase entered by the person. Search engine optimization of yourwebsite content is required to take advantage of this.

1.

Blogs: Content-relevant blogs are search engine findable and can drive readers to directly to yourwebsite. Publishing both native blogs (i.e. those within your website) and syndicated blogs (i.e. thosefound on external systems) provide leads with information to find your organization.

2.

Thought Leadership Content: Subject education and exploration through white papers,presentations and videos that are search engine findable can drive readers to directly to your website.Use syndication networks like Slideshare, YouTube and others to get your content on the web.

3.

Paid Advertisement: Finally, paid advertising driven by the search phrases that people use, canprovide another solution to drive people to your website.

4.

Get Them to Visit

6

Speak to The Buyer Mindset: Most visitors are far from ready to buy when they reach your website.They are there to educate themselves about options, to add vendors to their evaluation list or confirm whatthey read somewhere else.

3.

For most, these three relevance factors for content is “Marketing 101” and is delivered through the analysis

of market segments, audience and buying cycles, while creating a content map that supports the resultingcontent permutations. More challenging for most marketers, though, is how do you get your website todisplay the correct content at the right time? How does your website know who is coming to your site,what they are looking for and how we should respond to them?

Fortunately these questions can be addressed by many contemporary CMS platforms. These platformsprovide built-in tools that enable the marketer define where and when content should be displayed to avisitor. Let us explore this capability with several scenarios.

Scenario One: Organic Search Visitors are coming from an organic search (e.g. Google, Bing,etc.) results page and land on your website. When visitor click through to our website, the search

engines provide us with various information, including the search phrase used by the visitor.

 A CMS can use this information to understand what specific key terms are used within the search

 phrase (e.g. Laptop vs. server vs. pad) to drive the initial content that is seen when the visitor first 

comes to the website.

Respond to ThemGetting people to your website is just the first step, now we need to get their attention, make them believethat we understand their pain and know how to address it, or we understand their motivation and knowhow to satisfy it. In many cases, we only have but a single opportunity to have them realize that we arelistening and understand them. The content the visitor reads on the website is our initial response from us.

That initial “once over” by the visitor coming to your home page should quickly enable them to feel aconnection—“these guys address my need, they really understand who I am”. Your website’s content isthe primary way to provide that connection—but only if it addresses some key relevance factors.

Speak to The Market Segment: Content must acknowledge the market segments that you sell to.People want to know that you understand their business and unique problems.

1.

Speak to Audience: Content must discriminate between audiences. The marketer and engineer willeach expect for you to acknowledge them, understand their needs and speak their language.

2.

To really make the most of your content in reaching better search engine rankings, your CMS

users must easily be able to optimize content as they create it. For this, you need a CMS thatallows non-technical users to easily specify keyword rich URLs, title tags, descriptions andimage alt text. The system should provide feedback on these elements in terms of how they willimpact the page's performance for selected keywords. This kind of CMS allows users to createand optimize content in one tool rather than having to switch back and forth between a CMSand a set of SEO tools.

Blogging: While selecting a CMS, it’s important to choose a CMS that provides integratedblogging tools. Ability to start a blog, or multiple blogs right on your primary website, writing,editing, displaying blog posts on multiple pages, schedule posts, manage existing posts, addtags, and edit comments are some of the important features to look for, while you select yourCMS. No matter what your purpose is, the CMS should give you a number of options for yourblog.

2.

6

How does a CMS provide this? Many CMS platforms provide content personalization that can hide andshow content based on parameters that marketers set. For example, we may configure the system topresent a list of “Key features of our laptops” on the home page if we know the person came to us via asearch phrase that contained “laptop”. More specifically, if the visitor came via the search phrase “lowestprice laptop”, then we present our “Starter laptops with limited time specials”. The CMS can control anypart of the web page content and presentation, actually enabling complete control over the engagementexperience the visitor has.

Many CMS platform now provide built in support for content personalization with built-in analyticsand rules-engines. Here is what to look for:

Analytics:  CMS platforms now incorporate analytics capabilities that are competitive withmany standalone products. The value of having integrated analytics for the marketer istwo-fold: the ability to utilize first-person cookies, which enable us to recognize returning visitorswho typically delete or block third-person cookies; secondly, integrated CMS analytics arereal-time, enabling personalization to act on the analytics data while the visitor is navigating thewebsite. For many marketers, a combination of integrated analytics with tools provided byGoogle can provide a good basis, while third-party products, like Omniture provide even greater

detail.

1.

Scenario Two: Pay per Click (PPC) Advertisements

Like organic search, PPC can be configured to provide details around what advertisement theperson clicked on, and when used in conjunction with search engines, they can also provide whatsearch phrase was used to get to the advertisement. Visitors coming to your website via a PPC advertisement click on a link. This link can have anassociated query string that contains a variety of information (e.g. market segment, pain,motivation, etc.) that based on the advertisements association with one or more search phrases.

 A CMS can use this information to dynamically present a home page that aligns with the specific

visitor. If their initial search contained the term “laptop”, then we know what the person is looking for 

 and can present content that meets their expectations.

Scenario Three: Web user journey (i.e. Clickstream details)Imagine a user seeing a billboard that contains your web address. Finally in front of a computer,they enter the address and are taken to your website. What do we know about them at thispoint—not much, as we do not have details from a referrer.

Ideally, our website copy for the anonymous user engages them sufficiently for them to click onone or more links. Immediately, these actions taken by the visitor can tell us what is on theirmind—what problem they have, what audience they are and what market segment they are from.The homepage must be organized to enable visitors to tell us who they are and what they arethinking based on the actions they take.

 A CMS can provide real-t ime capture, analysis and response to the user’s journey. We can collect 

what links they have clicked on and how long they stay on a page. Between these two factors, wecan deduce many details that the CMS can immediately respond to by replacing “anonymous”

content with content that aligns with the visitor’s expectations.

4

Selecting the Information Fields to Capture: Both marketers and sales people want to get asmuch information about a prospect as possible, often for different purposes. Both teams need to worktogether to identify information that can improve the dialog with the customer, through marketing, whileproviding sales with sufficient insight to qualify and act on the opportunity.

Prioritizing the Fields: Once the collection of information fields is selected, then the team will needto prioritize what fields are most important. Note, we cannot ask for all information at once, but ratherin an unobtrusive, incremental manner that may require multiple visits.

Plan the Progressive Request of Information:  After deciding upon the priority of fields, we canbegin to plan how many fields would be collected during each “capture event”. One can estimate 2-3opportunities to capture information, with 1-3 fields of information captured during each opportunity.

1.

2.

3.

Identify Strong Offers for Each “Capture Event”: We need to identify compelling offers for thecapture events. These should align with the buyers mindset, where the progressive visits move thebuyer from understanding their problem, to searching for solutions and eventually to comparingsolutions.

4.

Get Them to ReciprocateOnce we have engaged the buyer on our website, we want them to tell us details about themselves that wecannot glean from visitor journey. The effectiveness of understanding the user journey is limited to theirtime on our website, but what happens when they leave? Eventually, people do leave our websites, but our

objective is now to have them respond to us by providing actionable details—most importantly their emailaddress.

Typically, people are reluctant to give their email address, knowing that it may unleash a barrage ofunwanted emails into their inbox. For them to release their email, we need to provide not only theassurance not to misuse their trust, but a compelling offer.

Throughout the visitor journey, we have an opportunity to engage them with personalized offers that speakdirectly to their market segment, audience type and buyer mindset. From this information, which isgathered from the referrer and the visitor journey, we can present them with high-value offerings—likeguides, white papers and meaningful tools—that they could download. In exchange for downloadingthese assets, we will request information about the individual in return, starting with the email address.

Most visitors are willing to answer a short form or provide a limited amount of information early in therelationship, but additional profile information, used to improve content personalization on the website or toqualify sales-ready leads, can be progressively captured as the visitor returns to the website and additionaloffers are presented to them. This progressive approach to build a visitor profile sees higher results thantrying to capture every detail in one session. The progressive capture of a visitor profile will requireplanning which involves the following steps:

Personalization:  When you want your website to adapt to the customer, as they arenavigating the site, then the CMS will need capabilities that enable marketers to changebanners, images, content and downloadable documents based on rules. These rules aretypically defined within wizard or graphical flow-charting tool that enable marketers to createand manage their personalization with technical intervention.

2.

The capabilities required to support the steps above are best delivered within a CMS, where marketershave direct control over how the form appears and what downloadable content is associated with the form.In addition, we must guarantee that captured information is stored in systems, like your CRM or marketing

automation, where it becomes actionable.

Many CMS platforms now provide built in support for forms capture, document management andintegration. Here is what to look for:

Marketing Forms: These enable marketers to create forms with little to no assistance fromthe technical staff. These forms are simple to create and quick to deploy. These forms shouldwork with the personalization and security capabilities of the CMS to enable control over whatfields are shown under specific situations.

1.

Document Management and Security: The ability to upload and manage documents

natively within a CMS makes it easy to provide downloadable “offers” to visitors. Most CMSplatforms should enable marketers to upload, manipulate and manage various digitalassets—including documents, graphics, video and audio—from within the same environment inwhich they edit content. Once uploaded, the marketer should be able to create links to theassets form download, while securing them with built-in capabilities that “gate” the asset untilcertain requirements are met—like the submittal of form information.

2.

CRM Integration: Customer Relationship Management Systems (CRM) that are tightlyintegrated with CMS systems can reduce latency by giving you access to real-time sales,marketing and service information and visibility into interactions at varied stages of customerengagement. The integration of CRM and WCM systems allows you to easily manage highvolume of interpersonal interactions with customers through multiple contact channels, and with

globally dispersed resources. Such integration provides benefits including: increased leadgeneration, simplified customer interactions, faster response times, greater accuracy andimproved levels of customer service

3.

Continuing a digital dialog with visitors requires two-way communication. The communication is not overt,but rather occurs when the visitor leaves a digital footprint—including referrer details, the visitor journey

and captured profile information—that informs us how to respond to them with personalized content, offersand emails. Visitors will not realize that our communication—through the website and email—is specific tothem, they will assume that we have the right solution to their needs. The website content and emails arethe two mechanisms that enable us to respond to the visitor.

Creating and publishing website content is not a onetime event, but an activity that must reflect changes inmarket expectations. This activity is known as content optimization, during which we adjust the content tobest speak to the visitor-prospect. A common tool that enables content optimization is multivariate testing(e.g. also known by A/B testing) that enable marketers to create and publish two or more variants of thesame content.

Marketers can for instance, publish the home page with two banners that are presented to visitors in around-robin manner, here the home page appears with the different banners depending on the visitor. The

objective is to understand which home page banner garners the better response—which may be acombination of goals, like a smaller bounce rate and click-through on the banner.

4

Continue the Dialog

Today’s CMS platforms contain capabilities that enable marketers to control the engagement with thevisitor, by personalizing the web and email experience in alignment with prospect expectations. Findingthe right CMS platform that provides the correct balance of capabilities, cost and ease-of-use can bechallenging. We invite you to consider other eDynamic papers, including those that guide you through theCMS selection process, to align CMS capabilities to your needs.

4

Conclusion

Many CMS platforms now provide built - in support for campaign management. Here is what tolook for:

Multivariate or A/B Testing:  A/B Testing is a vital part of content optimization, especially forenabling marketers to deliver online experiences that are tailored to satisfy a targeted audience.Using the A/B Testing tool you can compare a number of different versions of the same webpage concurrently and see which one elicits the best response. What this means is that youcan create more than one version of the same page i.e. alter the content modify the look andfeel, or rearrange the layout of the alternate pages, and then actually test them on the audienceto determine which one is the most preferred version. The data gleaned from the tests can thenbe used to produce even more compelling web pages that attract more visitors and improvelead conversion rates.

1.

Marketing Automation: For those familiar with email campaign management software,marketing automation platforms provide another level of sophistication and capabilities. Itcombines the capabilities of email marketing, rules-based personalization and filtering withcustomer profile management. Combining, these capabilities enable marketers to targetprospects with precise email messages and offers at the appropriate time. Evaluatecapabilities built into CMS platforms next to best-of-breed offerings like Eloqua and others.

2.

In addition to improving the website content, we will want to deploy email once we have captured the emailaddress of visitor. Though simple email capabilities are fine when performing emails in mass, the needsfor a digital dialog requires that we respond to the visitor with specific emails under specific conditions.

This level of control is found in more advanced tools, some of which finding their way into CMS platforms,but most are still found as external, third-party services.

 A marketing automation platform sends emails based on rules that act on information captured throughwebsite analytics and forms, to enable a personalized email experience for the web visitor. In the sameway personalization can assemble a web page that is specific to a visitor, marketing automation systemsprovide similar capabilities to dynamically assemble a personalized email.

With the powerful capabilities now provided by CMS and marketing automation solutions, organizations willrequire more effort spent on strategy, planning and execution to get the most from these systems.

eDynamicIn our strategic review, unique in the industry, we work with you to understand and document yourcustomers’ buying cycles, how best to segment your web visitors and then how to target personalizedinformation to them, while providing you with lead scoring capabilities and a strategy to convert prospectsto customers.

Strategy Workshops To Deliver Results

 As Certif ied partners of both class-leading platforms - Sitecore and Eloqua, eDynamic has enabled a

seamless solution that connects Sitecore's Online Marketing Suite (OMS) with Eloqua's Marketing Automation Platform. We provide integration services to marketers looking for greater flexibility andsophistication in executing marketing campaigns that deliver superior value and results. This solution provides marketers with unified engagement platform where both the website and emailmessages are synchronized. Taking the strategy defined during the strategic review, or your customrequirements, we can configure both OMS and Eloqua to work together to respond to web visitors anddrive lead conversions.

Seamless Integration

ConclusioneDynamic is pioneering the Unified Engagement Platform—a combination of capabilities that will enablemarketers to maintain a continuous digital dialog with prospects, nurturing them from their initial contactuntil they are ready for sales to engage them.

We’d Love To Hear From YouVisit us at http://demandgeneration.edynamic.net

Visit us at http://cms.edynamic.net

Write us at [email protected]

Call us at 1-877-339-6264

7

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Introduction

Lead Generation and Nurturing

Digital marketing channels—including web, email, communities, mobile and social networks—have forcedorganizations to transform their approach to lead generation and customer acquisition. Central to thesedigital mediums is the website—the de facto communications channel for virtually all businesses of anysize. In most organizations, the need to update website content frequently by marketers has led to thewidespread adoption of web content management systems (CMS).

The CMS is now the tool that not only enables marketers to manage content on their websites, butprovides an ever growing set of capabilities that extend the web channel from a mere communicationsplatform, to a prospect and customer engagement platform—one that is now capable of engaging visitorswith a dialog—a true two-way conversation.

Taking the next logical step, marketers can extend the single channel of web communication to a

coordinated engagement experience across multiple channels. The lines of responsibilities blur as anincreasing number of mid-range to upper-range CMS platforms incorporate content optimization,personalization, community, marketing automation and analytics capabilities with the platform capabilitiesthat have been traditionally found in standalone platforms outside of the CMS.

This paper explores how lead generation and customer acquisition is propelled forward with the integrationof these capabilities within a CMS.

Our focus will be on four steps to delivering sales-ready leads to your organization.

The challenge faced by marketers is not just the generation of leads, but rather the generation of qualifiedleads. First, how do we get people to your website and how do we know when they sales-ready leads?What do we do with leads that are not yet committed to a buying decision—how do we continue to nurturethem?

We all dream of the “bluebird” leads where both the Prospect Contact and organization have alreadychosen your product or service and are ready to buy. Unfortunately this is not the reality that mostmarketing and sales people experience. Getting qualified leads into the sales funnel that mature toprospective buyers is difficult, but emerging tools and practices make it easier.

3

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What are the steps that bring us to mature, sales-ready lead? By identifying these steps, we can begin tounderstand how individual actions, working together, can deliver the leads we desire.

4

Get Them to Visit: Our first objective is get the potential buyer to your website, where we have anopportunity to begin a dialog with them.1.

Respond to Them: Once the potential buyer is at your website, you will now look to start a dialogwith them—to respond to them in a meaningful, relevant way while they browse your website.

2.

Get Them to Reciprocate: The next step is important—it is when you are granted permission tocontinue the dialog. We want to collect information about the buyer—often just an email address.

3.

Continue The Dialog: This is step is a repeat of steps 2-3 in which we want to continue the dialogwith the lead, nurture them—at their pace—through the buying cycle until they have matured into asales-ready lead.

4.

0%

27%

33%

33%

35%

37%

39%

69%

20% 40% 60% 80%

Generating high-quality leads

Most Significant Challenges for B2B Marketers to Overcome Today

Marketing to a lengthening salescycle

Creating perceived value in‘cutting edge’ product benefits

Generating a high volume of leads

Marketing to growing number ofpeople in the buying process

Generating public relations ‘buzz’

Competing in lead generationacross multiple media

Soure: MarketingSherpa B2B Marketing Benchmark Survey 2009

Methodology: Fielded April 15-20, 2009, N=1, 147 © 2009

% challenged

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5

Many CMS platforms now provide built in support for search engine optimization and blogging.Here is what to look for:

Search Engine Optimization:  Lots of systems now advertise that they are "search engineready" or "search engine friendly", but be sure to look at the fine print --- what they often mean isthat a programmer can modify the system with add-ons to not damage search engine results.This kind of approach can certainly work, but it does require developers available who knowCMS systems and SEO as well as the ability to add modules or change the configuration ofyour Web server. A much better solution is a CMS that directly implements common SEO tasks(human/search engine readable URLs, 301 redirects, meta tags) right in the tool with noadditional server configuration required.

In order to get the best of both worlds --- the convenience and management advantages of aCMS and the site promotion advantages of SEO --- you need a search engine optimizing CMS. At a minimum, the CMS should not create URLs and content that engines refuse to indexbecause it looks dynamic. The system should also allow you to create relevant, per-page metatags and titles. And, the system should present content using navigation menus that searchengines will follow.

1.

People visit websites for a purpose—they either have pain or motivation that will lead them to a site.People will go seek solutions that address their pain or satisfy their motivations. In our digital world thattypically starts with “search” on the web using Google, Bing and other popular search engines. Peopleenter the pain they have (e.g. frequent flat tires) or what they believe will address their pain (e.g. tiresealant) to find vendors that can address their needs. The same approach applies to motivations (e.g.better grades) and something that can satisfy their motivation (e.g. math tutoring). In each situation, theperson has an idea of what would he like to f ind. This leads them to several possible sources ofinformation that relate to their pain or motivation.

Other than the optimization of your website for search engine findability, most of the other efforts—blogs,thought leadership content and paid advertisement—occur outside your website. These efforts arefocused on capturing the attention of people with specific pains or motivations, and getting them to yourwebsite. If they never get there, we cannot continue with the other steps that were identified.

The Vendor Website: The most ideal situation is when a search engine lists a vendor in the initialsearch results page for the search phrase entered by the person. Search engine optimization of yourwebsite content is required to take advantage of this.

1.

Blogs: Content-relevant blogs are search engine findable and can drive readers to directly to yourwebsite. Publishing both native blogs (i.e. those within your website) and syndicated blogs (i.e. thosefound on external systems) provide leads with information to find your organization.

2.

Thought Leadership Content: Subject education and exploration through white papers,presentations and videos that are search engine findable can drive readers to directly to your website.Use syndication networks like Slideshare, YouTube and others to get your content on the web.

3.

Paid Advertisement: Finally, paid advertising driven by the search phrases that people use, canprovide another solution to drive people to your website.

4.

Get Them to Visit

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Speak to The Buyer Mindset: Most visitors are far from ready to buy when they reach your website.They are there to educate themselves about options, to add vendors to their evaluation list or confirm whatthey read somewhere else.

3.

For most, these three relevance factors for content is “Marketing 101” and is delivered through the analysis

of market segments, audience and buying cycles, while creating a content map that supports the resultingcontent permutations. More challenging for most marketers, though, is how to get your website to displaythe correct content at the right time? How does your website know who is coming to your site, what theyare looking for and how to respond to them?

Fortunately these questions can be addressed by many contemporary CMS platforms. These platformsprovide built-in tools that enable the marketer define where and when content should be displayed to avisitor. Let us explore this capability with several scenarios.

Scenario One: Organic Search Visitors are coming from an organic search (e.g. Google, Bing,etc.) results page and land on your website. When visitor click through to our website, the search

engines provide us with various information, including the search phrase used by the visitor.

 A CMS can use this information to understand what specific key terms are used within the search

 phrase (e.g. Laptop vs. server vs. pad) to drive the initial content that is seen when the visitor first 

comes to the website.

Respond to ThemGetting people to your website is just the first step, now we need to get their attention, make them believethat we understand their pain points and know how to address it, or we understand their motivation andknow how to satisfy it. In many cases, we only have but a single opportunity to have them realize that weare listening and understand them. The content the visitor reads on the website is our initial response fromus.

That initial “once over” by the visitor coming to your home page should quickly enable them to feel aconnection—“these guys address my need, they really understand who I am”. Your website’s content isthe primary way to provide that connection—but only if it addresses some key relevance factors.

Speak to The Market Segment: Content must acknowledge the market segments that you sell to.People want to know that you understand their business and unique problems.

1.

Speak to Audience: Content must discriminate between audiences. The marketer and engineer willeach expect from you to acknowledge them, understand their needs and speak their language.

2.

To really make the most of your content in reaching better search engine rankings, your CMS

users must easily be able to optimize content as they create it. For this, you need a CMS thatallows non-technical users to easily specify keyword rich URLs, title tags, descriptions andimage alt text. The system should provide feedback on these elements in terms of how they willimpact the page's performance for selected keywords. This kind of CMS allows users to createand optimize content in one tool rather than having to switch back and forth between a CMSand a set of SEO tools.

Blogging: While selecting a CMS, it’s important to choose a CMS that provides integratedblogging tools. Ability to start a blog, or multiple blogs right on your primary website, writing,editing, displaying blog posts on multiple pages, schedule posts, manage existing posts, addtags, and edit comments are some of the important features to look for, while you select yourCMS. No matter what your purpose is, the CMS should give you a number of options for yourblog.

2.

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How does a CMS provide this? Many CMS platforms provide content personalization that can hide andshow content based on parameters that marketers set. For example, we may configure the system topresent a list of “Key features of our laptops” on the home page if we know the person came to us via asearch phrase that contained “laptop”. More specifically, if the visitor came via the search phrase “lowestprice laptop”, then we present our “Starter laptops with limited time specials”. The CMS can control anypart of the web page content and presentation, actually enabling complete control over the engagementexperience the visitor has.

Many CMS platform now provide built in support for content personalization with built-in analyticsand rules-engines. Here is what to look for:

Analytics:  CMS platforms now incorporate analytics capabilities that are competitive withmany standalone products. The value of having integrated analytics for the marketer istwo-fold: the ability to utilize first-person cookies, which enables us to recognize returningvisitors who typically delete or block third-person cookies; secondly, integrated CMS analyticsare real-time, enabling personalization to act on the analytics data while the visitor is navigatingthe website. For many marketers, a combination of integrated analytics with tools provided byGoogle can provide a good basis, while third-party products, like Omniture provides even

greater details.

1.

Scenario Two: Pay per Click (PPC) Advertisements

Like organic search, PPC can be configured to provide details around what advertisement theperson clicked on, and when used in conjunction with search engines, they can also provide whatsearch phrase was used to get to the advertisement. Visitors coming to your website via a PPC advertisement click on a link. This link can have anassociated query string that contains a variety of information (e.g. market segment, pain,motivation, etc.) that based on the advertisements association with one or more search phrases.

 A CMS can use this information to dynamically present a home page that aligns with the specific

visitor. If their initial search contained the term “laptop”, then we know what the person is looking for 

 and can present content that meets their expectations.

Scenario Three: Web user journey (i.e. Clickstream details)Imagine a user seeing a billboard that contains your web address. Finally in front of a computer,they enter the address and are taken to your website. What do we know about them at thispoint—not much, as we do not have details from a referrer.

Ideally, our website copy for the anonymous user engages them sufficiently for them to click onone or more links. Immediately, these actions taken by the visitor can tell us what is on theirmind—what problem they have, what audience they are and what market segment they are from.The homepage must be organized to enable visitors to tell us who they are and what they arethinking based on the actions they take.

 A CMS can provide real-t ime capture, analysis and response to the user’s journey. We can collect 

what links they have clicked on and how long they stay on a page. Between these two factors, wecan deduce many details that the CMS can immediately respond to by replacing “anonymous”

content with content that aligns with the visitor’s expectations.

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Selecting the Information Fields to Capture: Both marketers and sales people want to get asmuch information about a prospect as possible, often for different purposes. Both teams need to worktogether to identify information that can improve the dialog with the customer, through marketing, whileproviding sales with sufficient insight to qualify and act on the opportunity.

Prioritizing the Fields: Once the collection of information fields is selected, then the team will needto prioritize what fields are most important. Note, we cannot ask for all information at once, but ratherin an unobtrusive, incremental manner that may require multiple visits.

Plan the Progressive Request of Information:  After deciding upon the priority of fields, we canbegin to plan how many fields would be collected during each “capture event”. One can estimate 2-3opportunities to capture information, with 1-3 fields of information captured during each opportunity.

1.

2.

3.

Identify Strong Offers for Each “Capture Event”: We need to identify compelling offers for thecapture events. These should align with the buyers mindset, where the progressive visits move thebuyer from understanding their problem, to searching for solutions and eventually to comparingsolutions.

4.

Get Them to ReciprocateOnce we have engaged the buyer on our website, we want them to tell us details about themselves that wecannot glean from visitor journey. The effectiveness of understanding the user journey is limited to theirtime on our website, but what happens when they leave? Eventually, people do leave our websites, but our

objective is now to have them respond to us by providing actionable details—most importantly their emailaddress.

Typically, people are reluctant to give their email address, knowing that it may unleash a barrage ofunwanted emails into their inbox. For them to release their email, we need to provide not only theassurance not to misuse their trust, but a compelling offer.

Throughout the visitor journey, we have an opportunity to engage them with personalized offers that speakdirectly to their market segment, audience type and buyer mindset. From this information, which isgathered from the referrer and the visitor journey, we can present them with the high-value offerings—likeguides, white papers and meaningful tools—that they could download. In exchange for downloadingthese assets, we will request information about the individual in return, starting with the email address.

Most visitors are willing to answer a short form or provide a limited amount of information early in therelationship, but additional profile information, used to improve content personalization on the website or toqualify sales-ready leads, can be progressively captured as the visitor returns to the website and additionaloffers are presented to them. This progressive approach to build a visitor profile offers higher results thantrying to capture every detail in one session. The progressive capture of a visitor profile will requireplanning which involves the following steps:

Personalization:  When you want your website to adapt to the customer, as they arenavigating the site, then the CMS will need capabilities that enable marketers to changebanners, images, content and downloadable documents based on rules. These rules aretypically defined within the wizard or graphical flow-charting tool that enable marketers to createand manage their personalization with technical intervention.

2.

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The capabilities required to support the steps above are best delivered within a CMS, where marketershave direct control over how the form appears and what downloadable content is associated with the form.In addition, we must guarantee that captured information is stored in systems, like your CRM or marketing

automation, where it becomes actionable.

Many CMS platforms now provide built in support for forms capture, document management andintegration. Here is what to look for:

Marketing Forms: These enable marketers to create forms with little to no assistance fromthe technical staff. These forms are simple to create and quick to deploy. These forms shouldwork with the personalization and security capabilities of the CMS to enable control over whatfields are shown under specific situations.

1.

Document Management and Security: The ability to upload and manage documents

natively within a CMS makes it easy to provide downloadable “offers” to visitors. Most CMSplatforms should enable marketers to upload, manipulate and manage various digitalassets—including documents, graphics, video and audio—from within the same environment inwhich they edit content. Once uploaded, the marketer should be able to create links to theassets form download, while securing them with built-in capabilities that “gate” the asset untilcertain requirements are met—like the submittal of form information.

2.

CRM Integration: Customer Relationship Management Systems (CRM) that are tightlyintegrated with CMS systems can reduce latency by giving you access to real-time sales,marketing and service information and visibility into interactions at varied stages of customerengagement. The integration of CRM and CMS systems allows you to easily manage highvolume of interpersonal interactions with customers through multiple contact channels, and with

globally dispersed resources. Such integration provides benefits including: increased leadgeneration, simplified customer interactions, faster response times, greater accuracy andimproved levels of customer service

3.

Continuing a digital dialog with visitors requires two-way communication. The communication is not overt,but rather occurs when the visitor leaves a digital footprint—including referrer details, the visitor journey

and captured profile information—that informs us how to respond to them with personalized content, offersand emails. Visitors will not realize that our communication—through the website and email—is specific tothem, they will assume that we have the right solution to their needs. The website content and emails arethe two mechanisms that enable us to respond to the visitor.

Creating and publishing website content is not a one time event, but an activity that must reflect changingin market expectations. This activity is known as content optimization, during which we adjust the contentto best speak to the visitor-prospect. A common tool that enables content optimization is multivariatetesting (e.g. also known by A/B testing) that enable marketers to create and publish two or more variants ofthe same content.

Marketers can for instance, publish their home page with two banners that are presented to visitors in around-robin manner, here the home page appears with the different banners depending on the visitor. The

objective is to understand which home page banner garners the better response—which may be acombination of goals, like a smaller bounce rate and click-through on the banner.

9

Continue the Dialog

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Today’s CMS platforms contain capabilities that enable marketers to control the engagement with thevisitor, by personalizing the web and email experience in alignment with prospect expectations. Findingthe right CMS platform that provides the correct balance of capabilities, cost and ease-of-use can bechallenging. We invite you to consider other eDynamic papers, including those that guide you through theCMS selection process, to align CMS capabilities to your needs.

10

Conclusion

Many CMS platforms now provide built - in support for campaign management. Here is what tolook for:

Multivariate or A/B Testing:  A/B Testing is a vital part of content optimization, especially forenabling marketers to deliver online experiences that are tailored to satisfy a targeted audience.Using the A/B Testing tool you can compare a number of different versions of the same webpage concurrently and see which one elicits the best response. What this means is that youcan create more than one version of the same page i.e. alter the content modify the look andfeel, or rearrange the layout of the alternate pages, and then actually test them on the audienceto determine which one is the most preferred version. The data gleaned from the tests can thenbe used to produce even more compelling web pages that attract more visitors and improvelead conversion rates.

1.

Marketing Automation: For those familiar with email campaign management software,marketing automation platforms provide another level of sophistication and capabilities. Itcombines the capabilities of email marketing, rules-based personalization and filtering withcustomer profile management. Combining, these capabilities enable marketers to targetprospects with precise email messages and offers at the appropriate time. Evaluatecapabilities built into CMS platforms next to best-of-breed offerings like Eloqua and others.

2.

In addition to improving the website content, we will want to deploy email once we have captured the emailaddress of visitor. Though simple email capabilities are fine when performing emails in mass, the needsfor a digital dialog requires that we respond to the visitor with specific emails under specific conditions.

This level of control is found in more advanced tools, some of which finding their way into CMS platforms,but most are still found as external, third-party services.

 A marketing automation platform sends emails based on rules that act on information captured throughwebsite analytics and forms, to enable a personalized email experience for the web visitor. In the sameway personalization can assemble a web page that is specific to a visitor, marketing automation systemsprovide similar capabilities to dynamically assemble a personalized email.

With all these powerful capabilities now provided by CMS and marketing automation solutions,organizations will require more effort spent on strategy, planning and execution to get the most from thesesystems.


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