ez Marketing Automation The next generation digital experience solution to accelerate sales conversion and boost customer engagement. Today marketers are challenged by their colleagues in sales to increase the number and quality of the leads they bring into the organization. They are tasked with managing the complex mix of demand generation via events, PR, outbound campaigns and digital media. The discipline of Marketing Automation has evolved to help marketers focus on demand generation at the top of the lead funnel while a marketing automation technology solution handles lead capture, segmentation, qualification and lead scoring in the middle of the marketing funnel. Combined, the marketers skills, coupled with the technology they use, brings in a new lead base and then automates a process to sort out and qualify truly engaged prospects and to assist the sales team on which opportunities to spend their valuable time. Better control of your sales cycle Before the internet and explosion of information business prospects contacted vendor companies directly early in the buying decision cycle. Traditional marketing techniques raised awareness of the vendor but were costly and risked high levels of wastage. Nowadays, most decision makers start the search process online and gather information, study evaluations and comparisons, observe user comments and opinions shared in forums and much more. Throughout the process they are conscious that the long list of competitors is only a click away. Loyalty to a first contact is therefore low.
The sales cycle today is disrupted and businesses have lost control to the more powerful consumer. A technology solution and marketing discipline that engages with prospects as early as possible, that retains their attention, captures their contact data and leads them to well designed and edited landing pages of web content fitting to their current stage in the buying process is the advantage that ez Marketing Automation offers Build brand loyalty and improve customer retention A benefit of ez Marketing Automation is brand building. By creating a continuous and relevant dialogue via Lead Nurturing, your brand will improve engagement with your target audience. In addition to new prospects it is equally important for maintaining relationships with existing customers. Keeping up the dialogue with your current clients improves communication and customer retention and develops further upsell opportunities. Once the customer is in the shop and working with you, ez Marketing Automation can be applied to communication needs right across the business in areas such as customer service, support, maintenance, and finance. Build brand loyalty and improve customer retention Sales success is about product, pricing, timing and relationships. Whereas ez Marketing Automation cannot influence your product or price it helps with the rest! Timing is the key factor in sales which is so hard to control. How do you know your buyer is about to make a decision or has progressed further in the right decision? Should you expect every single prospect who has shown interest to just come back when they are ready? Humans today are constantly moving and increasingly busy. Perhaps if you can catch them at the right time that small personal reminder will shift their priorities back into buying mode? ez Marketing Automation helps shift control of time to your advantage. It tells you when a prospect came back to the pricing page or alerts your sales team when the Lead Score of a prospect is higher than an agreed key score indicia. With seamless integration with the ez Publish 5 Platform this now becomes effortless. Relationships are nurtured since ez Marketing Automation allows any organization to have a continuous and relevant dialogue with a specific segment of the audience. Segmenting your audience and adapting your message to their interests, is a key success factor. Lead Nurturing as a content and technology strategy helps create a relevant relationship with your potential and existing customers over time and at a time that feels natural for them. They feel empowered by gaining access to the content that they were looking for, whilst the vendor is empowered by intelligently orchestrating the customer journey via content delivery automation and communication design. It s a win-win.
Marketers can focus on generating demand and building the qualified prospect base as the middle of the funnel is covered by content orchestration and automation. ez Marketing Automation helps marketing professionals focus. It helps them focus on growing the pipeline of potential prospects whilst the messaging for segmented audiences are programmed by automation and design or are orchestrated. This adds systematic efficiency to relationship and communication. It helps sales people too to focus on the real opportunities delivered to them since they know that the silent opportunities in the middle of the sales funnel that are often forgotten continue to be nurtured by automation technology. This is a game changing element for both Sales & Marketing teams as it enables both departments to boost marketing ROI and sales for their organization. ez Systems has selected Net Results to provide the core Marketing Automation Engine on which ez Marketing Automation is built. A single integrated solution improves productivity for your marketing team ez Marketing Automation offers an integrated approach to the dual processes of Marketing Automation and Multichannel Web Content Management. This approach is made possible thanks to a certified ez Publish Extension. The combination enhances the overall power gained when an organization deploys the complete digital user experience management platform that ez now offers. The benefits bring more productivity, more ease of work, less errors, less duplication and redundancy and overall better marketing performance.
ez Marketing Automation is a valuable addition to the ez Publish integrated platform vision. It enables site owners to target personalized content to customers and visitors based on their ideal and planned customer journey. In conjunction with ez Recommendation Services, the algorithm-based behavioral content personalization engine, ez Publish site owners can now offer the highest level of content engagement. Under one platform two targeting engines can be put to work one that orchestrates an editorial experience and another that serves content base on behavioral targeting technology Create once, deliver everywhere Efficiency is always a key priority at ez and ez Marketing Automation ensures efficiency is optimized in building and managing your organization s email nurturing campaigns. The combination of technologies allows you to focus all editorial workflow activities within your ez Publish content management platform. This means there is no need to exit your CMS and create content in a separate email authoring tool. As a benefit users can leverage the powerful features of ez Publish for content creation, from workflow to collaboration, to dynamic templating and personalisation. It also enables global and multilingual campaigns to be built using ez s built-in translation and versioning workflow tools.
The best landing pages are served straight from your Web Content Management (WCM) system Does it make sense to create a landing page in a tool other than your WCM system? Such an approach is typical amongst other solutions available today a landing page studio is the prescribed solution taking you out of your habitual web development environment with all its controls, rights, security and more. Thanks to the integrated approach of ez Marketing Automation, you can create your landing page in the ez Publish Platform and have them automatically connect to your nurturing campaign. The benefits include better control on the website, less technical integration and of course better landing pages that fit naturally with the rest of your web environment. Seamless Integration of tracking technology Thanks to the configuration and design of the ez Publish Platform, you only have to install the ez Marketing Automation extension to automatically have your Marketing Automation suite set up and in place. The extension takes care of installing the trackers on your website that monitor your visitors activities. Tracking enables the ez Marketing Automation module to hook into web forms on your site for data capture and the collection of customer intelligence. The combination of data capture and tracking is the key ingredient to the automation of all the subsequent marketing actions that you have designed or orchestrated for building the optimal customer journey. Integration brings a beneficial single vendor experience for your organization. A major benefit of the integrated approach is the convenience of a single solution instead of multiple. The team accesses just one vendor platform with one single login and one single interface. Traditionally two or more sets of technologies running in parallel and in silo create multiple interfaces and add complexity. The efficiencies are clear from the vendor management perspective as well as security and rights controls, upgrade and update procedures, training and IT governance and sustainability.
These are only the first benefits that ez Marketing Automation will provide to your team. In time your content strategy and editorial planning will align. Adopting ez Marketing Automation as a pivotal part of your CXM strategy will align website content with email nurturing and communications planning. This will deliver more efficient and consistent marketing campaigns, more engaged customers and a notable improvement in ROI. ez Marketing Automation Features to Boost Engagement and Drive More Revenue for your business: Email Marketing and Newsletters Lead Nurturing Lead Scoring CRM Integration Progressive Profiling List Management Lead Form Capture Audience Segmentation Sales Alerts Reports and Dashboards Real time Sales Enablement Webinar Integration SOAP & JSON-based APIs DISCLAIMER Products and trademarks are the property of their respective owners About ez ez Systems, the ez logo and ez Publish are registered trademarks of ez Systems AS. ez Systems is the globally recognised commercial open source software provider. Our leading and innovative approach takes your enterprise platform beyond content management (CMS) into creating a true digital experience. For more information visit www.ez.no ez Systems