15 years ago, having a website for your organization was a nice to have. You had your office(s), your telephone number and if resources stretched, you had a website. Fast forward to 2013 and wow look how far marketing has come! The below is a simple diagram highlighting of some key milestones in the evolution of the humble website. If we take a snapshot of what web marketing looked like 15+ years ago, we had our brochure site, a website with brochure content, a contact us form and contact details such as a phone number and email. Move forward 5 years, websites became more transactional with eCommerce functionality, landing pages and dedicated transactional forms (request demos and download). This was also the period where Google put the spotlight on Adwords or pay per click and analytics. In the last 5 years, the emphasis has moved towards mobile sites, providing users with the ability to access your website from anywhere at any time. This was also the period where social media and social networking rocketed in popularity; and organizations needed to provide users with easy ways to share their content via social channels.
Today our digital strategies shift to creating a personalized user experience – creating targeted experiences. (Easy if you only have 1 customer or are marketing to an army of clones!)
This brings me to elcomCMS 9 and what we’ve done in this new release.
Marketing Automation technology has been around for a number of years. Products like Marketo, Eloqua, Hubspot, Pardot and Exact Target have been providing organizations with the means to track online behavior and streamline communication for a little while now. These systems typically sit outside of your CMS (website).
What we have done in 9 is tighten the gap so organizations can manage their lead generation and marketing intelligence campaigns using the elcomCMS platform. In phase 1 we’ve integrated with leading marketing automation tool, Marketo.
An overview of what you can expect:
- Create intelligent landing pages in elcomCMS
- Enhance community support and service
- Measure prospect intent and behavior
- Streamline lead nurturing and follow up campaigns
- Target messaging and content based on intent and interest
- Increase lead conversions and ROI
- And more!
This is only meant to be a sneak peek, so I can’t provide you with any more information. Stay tuned for the 4th of November to receive more information as we officially launch elcomCMS 9!
Hope you’re as excited as we are!