TreeHouse Interactive, a provider of marketing automation platforms, has enhanced the Content Marketing Manager within its Marketing View platform.
The new Content Marketing Manager enhancements have been made through updates to Marketing View Action Studio, a suite of multichannel campaign creation tools. Action Studio's drag-and-drop interface also provides unique access to behavioral and contact data when creating automated and personalized multichannel campaigns and nurturing. It uses a rich set of actions to push prospects forward in the buying cycle. These actions can include sending timed nurturing emails, sending sales executive alerts, updating external webinar systems, and sending sales qualified leads directly into CRM systems.
Through Action Studio, marketers can also use one or more behavioral events to place prospects on relevant nurturing tracks. Behavioral events can include form submissions, email opens, specific email link clicks, Web site visits, or specific page views.
This upgrade adds a new content marketing node that allows for nurturing based on content interaction behavior. Marketers can nurture based on a single piece of content or categories of content or any combination thereof. Content can be organized consistent with marketing objectives by vertical market, stage in the buying process, product line, or other requirements.
With the new Content Marketing Manager, one form can be used to manage content across all content categories. Once the form is filled out, all content from a marketer's site is now available to prospects. At the same time, all content is being tracked, nurturing is enabled, and reporting is available, including dashboards for content access by unit, category, search engine, social media outlet, and more. Finally, ROI reporting shows how many leads, contacts, funnel dollars, and actual sales dollars have been generated by content campaigns.
The Marketing View Content Marketing Manager also allow marketing professionals to do the following:
- Better understand the impact of content marketing PPC, SEO, and social media campaigns through improved conversion intelligence;
- Clarify prospective buyer profiles by combining or segmenting download behavior and other behaviors;
- build campaigns based on information categories (e.g., by vertical markets or solution types) that are being downloaded, as well as what is being downloaded at specific stages in the buying process; and
- reduce barriers to download with one-time landing page registration, for unlimited downloads.
"Content marketing is the new frontier in marketing automation. No other B2B programs are producing the quality and quantity of leads that we see with content marketing campaigns. Interaction with prospective buyers through the delivery of meaningful content, at the right time in the buying cycle, is key to nurturing and ultimately converting prospects into sales," said Erich Flynn, CEO of TreeHouse Interactive, in a statement. "We were the first to offer a dedicated module for content marketing, and with this new addition to Marketing View's Action Studio, extend our lead in this area among MAP vendors."