TreeHouse Interactive™, the technology leader in on-demand marketing automation and partner relationship management (PRM), today announced new functionality for its Marketing View™ marketing automation product. The new capabilities enable marketers to gather behavioral information at a company level to more effectively generate leads within those organizations. This is a distinct departure from typical marketing automation, which focuses on individual behavior for data collection and targeting. Marketing View now gives marketers the broader picture of company level interest in products or services offered and enables them to score, purchase, target and nurture leads based on that information. TreeHouse Interactive will demonstrate the enhancements to Marketing View at Dreamforce 2011 in San Francisco, August 30th through September 2nd in booth #219.
While tracking, scoring and targeting leads based on individual behavior has been a staple of most high-end marketing automation systems, achieving this on a company level has been difficult, if not impossible. The new functionality in Marketing View is designed for companies who sell business-to-business, and rely on databases where tracking by individual behavior is limited to revealing only a partial profile of interest. Now marketers can effectively target within the context of a business entity, where there are often multiple contributors to a buying decision.
“Individual scoring has some definite limitations," said Nadra Ghaddar, marketing programs manager, Sailpoint. "We need to see which companies are interested in us, be sure we have the right contacts at those companies, and then turn around and target based on both individual and anonymous data that can be attributed to the company. It’s a better way of marketing and we’re excited that TreeHouse Interactive is making it possible with Marketing View.”
Company-Based Behavioral Tracking, Scoring, Targeting and Nurturing
Marketing View automatically tracks company and individual behaviors that roll up into a single business profile. While it tracks information such as anonymous website visits with associated page views, and attributes them to companies either inside or outside the marketing database, it also accumulates individual behaviors for all contacts within the database and reports it by company. Marketing View can now generate a Who’s Climbing Up? report that exposes corporate domains with the highest degree of engagement, and enables both targeting and nurturing of those companies as a whole. For businesses outside the marketing database, Marketing View links to external programs such as Jigsaw™ and LinkedIn™ to suggest contacts for purchase or download.
New Marketing View behavioral tracking, scoring, targeting and nurturing is included in the following areas:
• Email Opens
• Email Link Clicks
• Form Submissions (website forms, campaign landing pages, etc.)
• Content Downloads
• Purchase Events (ecommerce related)
• Purchase Dollars (ecommerce related)
• Website Page Visits.
“There is no other marketing automation solution that combines the power of Marketing View in such an easy-to-use package,” said Erich Flynn, CEO, TreeHouse Interactive. “Most marketing automation users don’t leverage the majority of the technology they already have because it is too difficult to implement and use. The beauty of Marketing View's new ground-breaking functionality is that with one click, marketers can see which companies are most engaged with their website and marketing programs, and with another click they can download that list and distribute it to sales.”
TreeHouse at DreamForce 2011 - Special Promotion
To see the enhancements to Marketing View in action, visit booth #219 at Dreamforce 2011 in San Francisco, August 30th through September 2nd. For a limited time, TreeHouse Interactive is offering Dreamforce attendees a free trial of Marketing View for up to 90 days with payment of setup fees. Speak with TreeHouse Interactive for details.
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About TreeHouse Interactive
TreeHouse Interactive (treehousei.com) delivers enterprise-class hosted solutions to marketers and partner program managers. These include marketing automation and partner relationship management (PRM) solutions that accelerate company performance. The TreeHouse client base includes organizations ranging from start-ups to Global 1000 companies.
TreeHouse Interactive, Marketing View, and the TreeHouse Interactive logo are trademarks of TreeHouse Interactive. All other brands, products, or service names are or may be trademarks or service marks of their respective owners.