Create Better Web Experiences with Marketing Automation and Web Content Management

Ingeniux Web Experience Strategies: Marketing Automation Alignment

Align Your Marketing Automation and Your Web CMS

Marketing automation is a lead and campaign management backend. The Web CMS is the experience delivery tier. Together, the two ensure your customer experience is consistent and engaging.

The Need for Marketing Automation

A website today isn’t complete without integrated digital marketing capabilities. This might be a landing page for a resource, sign up form for a newsletter, or a personalized message on a web page. It might be an email newsletter or a social post that drives visitors to a web page on the website.

Marketing automation and email marketing solutions are products designed to help marketers engage with customers and prospects across different channels in a consistent and often seamless way.

"On average 49% of companies are currently using Marketing automation. With more than half of B2B companies (55%) adopting the technology." – Emailmonday “The Ultimate Marketing Automation stats.”  

But marketing automation alone is not enough. Integration of the Web CMS with marketing automation or email marketing solutions such as Marketo, ExactTarget, Pardot, Act-On, Mail Chimp or HubSpot, allows you to connect the content shared and the personal information gathered from these activities.

The Benefits of Marketing Automation

The primary reason most organizations use marketing automation platforms is email marketing and its strength in this area is unmatched. The other area that marketing automation has a strong digital experience position is with data. Marketing automation platforms own the experience and transaction data needed to target customers. But using that data to deliver exceptional web experiences requires more than MA has on its own.

Some MA platforms have tried to nudge closer to owning the web experience. HubSpot offers dynamic CTAs (Calls to Action). These CTAs are customized based on location, source, device, persona, industry, language, and more, and likely work well for HubSpot customers who also use HubSpot for blogging and websites. But this isn't a game-changer for digital experience.

Websites are complex and high touch. This complexity requires a front-office perspective. Most marketing automation platforms are back-office, used internally by trained individuals. Web content management platforms are front-office; they both manage and deliver web experience. Greater alignment of these two platforms is what will drive better digital experiences. The best approach - align marketing automation with agile web content management.

Let's look at four ways you can integrate your marketing automation platform with your CMS:

Marketing Forms Integration

Marketing campaigns typically involve the use of a form to capture lead data in exchange for a content asset or a contact request. Managing the marketing landing page and other pages that use forms within the CMS allows marketers to make lead generation a native part of the web experience, keeping branding, SEO, and URLs consistent across the site. It also allows the marketer to quickly update content if the campaign isn't performing well. The CMS can also provide translation for global companies and integrated digital asset management if a mix of content assets are used on the form.

Integrating the CMS tightly with the marketing automation system ensures captured form-data is sent to the marketing database for tracking and profile management.

Align Email Marketing Campaigns with Dynamic Website Content

With marketing automation platforms, email marketing campaigns are personalized based on customer profile data or customer segments. This email personalization is implemented so that when the customer clicks a link that drives them to the website, the website experience can be personalized as well for that segment or customer.

This adaptive personalization approach drives higher conversions because the customer or prospect sees content relevant to them and their needs. Because the link from the email can easily be coded using UTM parameters, such as Campaign, or by the referrer, a modern CMS can deliver targeted content based on the email content.

Link Segments and Profiles with Web Experience

If marketing automation platforms own the customer profile data, aligning the profiles with content management enables marketers to personalize web experiences and easily move customers from one campaign to the next without duplicating content.

For example, a series of drip email campaigns may be implemented based on interactions on the website by a customer. As the customer visits a web page or completes a download linked from one email, they are moved to the next campaign with fresh new content, or as they visit the website directly, visitor data is sent to the marketing automation platform.

Content is stored within the CMS, but the email campaigns and profile data are stored within the marketing automation platform. Of course, this tight integration assumes the marketing platform has a high level of insight between the buying phases. The biggest key here is to simplify the process by aligning the data model appropriately.

Leverage CMS for DAM

Marketing requires a mix of content assets, not just text-based content. But most marketing automation platforms don't deal with digital assets very well, if at all. However, there are CMS platforms that provide digital asset management (DAM) capabilities the marketing system can leverage.

Integration with the CMS for all content - text-based and asset-based - enables MA to employ a broad range of content in email campaigns and other activities and ensures all assets are well maintained and easy to update. This becomes particularly beneficial for global organizations that need to manage assets in multiple languages. Managing a source or "Raw" file in a CMS and then rendering the language variations for each campaign and country simplifies the process and allows for fast updates to assets.

Key Steps, Tips and Best Practices

If you are using your website to help market and drive leads to your company, then you need both a Web CMS and a marketing automation solution. Some things to keep in mind:

  • If you already use a marketing automation solution, ensure that it can seamlessly integrate with your Web CMS.
  • When designing campaigns to promote certain content or events, plan how you will create landing pages within your Web CMS and push registration profile information back to your MA solution.
  • Leveraging a MA solution, you can also look at implementing progressive profiling for lead generation forms, the process of asking for more information with each new content asset request using profile information already captured in the MA solution.
  • Using profile information stored in your MA, you can personalize the web experience to a particular visitor or segment of users. In this case, your Web CMS would deploy a cookie that tracks a visitor and connects them with a profile in the MA solution.

How Ingeniux Support Integration with Marketing Automation Solutions

Ingeniux provides a best of breed web content management platform that enables you to create, manage and publish content to a wide array of channels and devices. It comes with built-in integrations with key marketing automation solutions such as Marketo, HubSpot, Eloqua, Salesforce Pardot, and others.

The Ingeniux CMS focuses on enabling you to create and manage intelligent, reusable content for true mobile and multi-channel delivery. Your marketing automation system focuses on capturing and tracking prospects and leads. It manages the various campaigns you set up and provides an environment where you can monitor and move leads through the qualification process.

Essentially, marketing automation is the lead and campaign management backend, and the CMS is the experience delivery tier. Together, the two ensure your customer experience is consistent and engaging.

Tracking User Activity

Tracking user activity on the website is the lowest integration you can set up. To track user activity on the website, Ingeniux adds JavaScript to the Ingeniux DSS (Dynamic Site Server) site. Tracking user activity is base-level integration you must have in place to implement the next level of integration.

Landing Page Integration

Landing pages are created to capture visitor information in exchange for viewing or downloading a content asset. Through landing page integration, you can integrate form data between the marketing automation system and Ingeniux CMS. You can do this in one of three ways: create the form in the MA and add to the CMS, create the landing page in the MA and link in the CMS, and create the landing page in the CMS and push data to the MA.

Pre-fill Forms / Progressive Profiling

One way to improve the user’s web experience for landing pages is to prefill all or parts of a landing page form for a visitor who has already submitted the current form or another form for a different content asset. In this instance, the prefilled data is pulled from the marketing automation system using either server-side or client size script. This integration approach leverages cookies and uses either a JavaScript or server-side API from the marketing automation system.

Campaign Integration

Marketing campaigns often involve driving prospects to specific website pages and content. To track when a prospect visits a page linked in a campaign, Ingeniux tags content with Campaign IDs from the marketing automation system and then sends tracking data for that visitor back to the campaign in the marketing automation system. This integration approach uses either a JavaScript or server-side API from the marketing automation system.

Personalizing the Web Experience

Some marketing campaigns start with tracking visitors on the website. If a visitor views certain web content they are added to a campaign in the marketing automation system and potentially a visitor segment. As the visitor uses the website the CMS shows specific content targeted by the marketing automation campaign.

Digital Experiences Need Marketing Automation + CMS

Marketing automation platforms have a role in digital experience management. But alone, they don't provide all the necessary capabilities to support great experiences. Marketing platforms are back-office tools and when integrated with a front-office solution, like a CMS, they help manage and deliver personalized experiences via the website and email.

Solution Guide to Marketing Automation Integration

Two technologies that lie at the core of your digital experience foundation are web content management and marketing automation. You know you need both, but trying to decide if you should go with a best of breed or an all-in-one suite is a common question for many. Learn more about marketing automation and web content management, and discover the Ingeniux approach to marketing automation integration in this Solution Guide.

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