While I was in Minneapolis last week, I had the opportunity to see some of the latest developments for the upstart marketing automation company, Genoo. As of today, they're out of Beta in full public release with a growing roster of companies that are generating valuable business results.
Genoo has lead scoring, email marketing, salesforce.com integration, lead profiles, landing pages segmentation tools and auto responders, like many other marketing automation SAAS providers, but let's get to the uber cool stuff.
There are a couple of things that set Genoo apart:
Microsites: Being able to manage your online marketing content in real time is critical for B2B marketers. If you're stuck in the IT queue, it may be time to consider deploying a themed microsite (or two) that focuses strictly on sharing the educational and expertise information your buyers need to know. Genoo gives you the microsite and content management tools to make this happen. Yes, for business users.
Lead Sequences: Regular drip campaigns require marketers to put a stake in the ground and assign leads to a nurturing campaign or track. With Genoo, you can do this, but you can also create rules that allow for the system to assign them to additional tracks of interest or reassign them altogether based on the content they view at your microsite.
This way, if your leads' interests change from one problem scenario to another, they can get the information that's just right for them. That's pretty darned cool. It also puts a whole new spin on relevant follow-up.
Traveling Forms: (this is my name for them) Yes, you can create lead capture forms on the microsite in about any configuration imaginable with a few clicks. But your microsite is no longer just a marketing silo.
You won't want to forego the lead generation potential of your corporate website, or have separate form collection that's not integrated with your marketing efforts. Now you can also embed Genoo forms in the appropriate places on your corporate website and collect those leads into your Genoo lead database, inserting them into the appropriate lead sequence of communications. How's that for consolidating your marketing efforts?
Genoo also has some other cool developments in the works that will be coming soon. When I spoke with Kim Albee, President of Genoo (yes, she's my sister) she stated that most of the new functionality and tools for the Genoo platform are being co-developed with their clients. She wants to make sure that each new feature truly addresses customer needs and functions in the way that produces results for them. A good example of embracing the customer perspective as a way of developing the business.
But, don't take my word for it.
You can hear a customer interview with Kurt Theriault of Business Efficacy and download the case study about how Vision Solutions is using Genoo to share a serial eBook with their leads over time that's become their "number one lead generation vehicle from cost-per-lead and quality-of-lead standpoints," according to Ed Vesely, Sr. VP of Marketing.
And, the pricing is reasonable enough that you can do a whole lot more with a whole lot less than you thought.
You can also read the review by Tom Pick at WebMarketCentral blog.
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