Integrating CMS and Marketing Automation platforms can help improve customer engagement and acquisition, driving leads and enhancing your demand generation strategy. Here are five steps to help you leverage these platforms and start delivering informed, sales-ready leads.
Demand generation remains a top priority among B2B organizations.
By now, most enterprise-level organizations are leveraging Web content management systems and marketing automation systems to help drive their lead generation strategies.
However, many enterprises continue to operate these two platforms separately, in their own unique silos, not realizing that CMS and marketing automation platforms work extremely well together.
By leveraging the strengths of both platforms together, organizations stand to see significant improvements in their demand generation activities.
Here are five steps to generating highly qualified leads using an integrated web content management and marketing automation platform (MAP):
1. Leverage Analytics Data
Both your CMS and your MAP return analytics information based on your prospects’ behavior. How did they find your Web site? Which links did they click, what pages did they visit? How much time did they spend on this page?
When this information is kept in separate silos, it’s valuable… but integrating this data together can help you create a much more complete view of a prospect.
2. Segment Based on Behavior
Once you’ve established a better understanding how visitors behave, you can segment them based on that behavior.
Leveraging the visitor data gathered by your CMS and MAP platforms, you can determine who your visitors are, and in turn, segment them into groups based on industries, company size, roles, common pain points or motivators.
3. Deliver Valuable, Relevant Content
The content a prospect sees can make the difference between a “bounce” and a lead; thus, what each segment sees must be relevant.
Your MAP can push the visitor into the right bucket, and your CMS can deliver the right content. For example, if the visitor is looking at a specific product, the CMS can push a link to a demo of that product to a dynamically delivered sidebar.
4. Deliver Content At the Right Time
The data collected by your CMS and MAP platforms can help you understand prospects, and can also help you understand where the customer is in the buying cycle. In turn, this helps you determine the ideal time to deliver the ideal content.
Is the prospect still in the “research” phase? Your CMS can push use a dynamically generated Web page to register for a White Paper to them. Are they already engaged, but still not sure? Your MAP can deliver a personalized e-mail calling them to action.
5. Use all Available Channels
Today’s CMS platforms include blogging tools, multimedia (video, slideshows, PDFs) content publishing tools, and more. And of course, your MAP can handle e-mail campaigns.
All of these channels can be useful in keeping prospects engaged as you move them through the buying cycle, but it’s important to keep your messaging consistent across all methods of communication. If your Web CMS and your MAP are in separate silos, you might be sending inconsistent messages, or too much repetition of the same message, both of which are surefire ways to drive a customer away.
Content management systems and marketing automation platforms are proven solutions for B2B demand generation. Working together, these platforms are even more effective. By leveraging their data, segmenting visitors, and delivering relevant content at the right time, across all channels, you’ve gained an understanding of your prospect that will help you lead them down the sales path, and allow you to deliver a highly qualified lead to your sales team.