Execute Your Online Marketing Strategy

I spent the weekend trying out a new B2B marketing automation toolset called Genoo. Well, actually, not even the whole weekend, about 8 hours all together which included writing the content for the marketing microsite I built called Catch Factors. [Oh, and I apologize to my graphic designer who is horrified that I slapped together a header graphic. I got carried away with the ability to load it myself! - he's working on getting me back on brand!]

One of the biggest challenges I see today for B2B companies who want to take advantage of responding to potential buyer needs and conduct integrated lead nurturing campaigns is the difficulty in execution.

Sending an email may be easy, but building an expertise microsite, or a number of them, that focus on the needs of a targeted niche can be a challenge - not to mention an expense many budgets can't accommodate with a time line that impacts agility in presenting marketing content. So, I'm excited to say that I've found an option for ease in execution in Genoo.

But the other exciting thing about Genoo is it's ability to send email in templates that match your microsite look and feel, and it also tracks your leads responses - to any page or link you provide on that microsite. Now marketers have the ability to segment intelligently and learn more about their leads so they can get closer to personalized, relevant communications. List management helps you segment your lists so you're actually sending messaging just to the people who need it.

You see, even if you build multiple microsites, Genoo will track and build your lead profiles across all of them. And, you don't have to reinvent the content wheel. If you've got content that can do double duty, you can pull that across to whichever microsites you want to display it on.

I also created a newsletter subscription form and a contact us page with a few clicks. And, I'm going to keep the site and expand it as a marketing resource, so please, subscribe to the newsletter and let me know what you think.

If you're looking for a way to execute on your marketing strategy, go check out Genoo for lead management. There's a 14-day trial and the cost of one microsite and marketing user is a mere $199 per month. This just might be the answer you're looking for to get closer to real-time targeted content delivery.

[Under fair disclosure, I do have an affiliation with Genoo.]

Comments

[Engago Team]

The problem is:
With Gennoo you are going to send out emails.
Where do you get email addresses?

You have to turn around the solution: people find the website or landing pages through natural search and the system needs to provide the company names of these visitors.
You can qualify these visitors by the search terms used or the origin of their visit (website), the pages visited, the time spend and if they are returning or other visitors from the company are visiting.

1) Discover your website visitors by company name.
2) Qualify them as leads.
3) Contact the company: Cold call (or email) on "warm" companies.

Google "website visitor identification' for such solutions as web service.

[Ardath Albee]

Hi Engago Team,

Not a problem. For a couple of reasons.

1. Genoo provides easy SEO tools that impact every page you build. You can name your pages, add keywords and meta tags, etc.

2. You can easily add Google Analytics to your site. The Catch Factors Site had a nice readership yesterday - thanks everyone!

3. Genoo enables you to set up lead capture forms for lead generation purposes. I created a subscription and a contact us form and could have put a gate on my eBook downloads, if I wanted to, and collected leads for those.

4. As a b2b marketer establishing a specific interest micro site, I may already have a lead list I want to target. I can easily import that into Genoo and I'm off and running. New leads who opt in will be automatically added to my list and profiled accordingly.

So those are some things I didn't talk about in the above post, as I was excited about how easy it is now to get a new microsite out the door.

However, I'd also like to address your last point. That of forcing leads into your marketing programs by identifying them even if they don't opt in or tell you they're interested.

That's pretty much spamming people. Why not focus on making sure your site is presenting compelling information that entices them to opt in or reach out? Is it really an effective use of your time to pursue anyone who looks, but isn't interested enough to tell you?

Buyers control the buying process now. They choose when to act...or not. If your information is compelling, targeted and perceived as highly valuable to your audience, you'll get traction.

I'm just saying. And thanks for jumping into the conversation.

Ardath