Achieving Marketing Success
Vita Janecek, vitaja@kentico.com

Agenda
• Marketing automation
• Enhanced social media integration
• SEO improvements
• Banner management

Marketing automation – OM overview
Contact Automatic & manually
Segmentation
management
Contact
Contacts groups
Differentiate contacts.
Activities Use for Newsletters or
Content
personalization.
Track visitors. Use for
Content Analytics
personalization or
general information.
Scoring
Identify interesting clients. Use
for sales representative.

Marketing automation – connect with OM
Marketing automation
Processes
Automate marketing processes. Use for Newsletters +
E-mails, Data.Com, Salesforce or Contact modification.
Contact
management
Segmentation
Contacts
Contact
Analytics groups
Activities
Differentiate
Scoring contacts. Use for
Track visitors. Use
Newsletters or
for Content
Identify interesting clients. Use for Content
personalization or
sales representative. personalization.
general
information.

Marketing automation - what it can do with contacts?
Modify
contact /
account
Start
Modify
another
contact
automation
group
process
Send Replicate
newsletter Marketing contact to
issue / automation Salesforce
email leads
Update
Subscribe
contact
to
from
newsletter
Data.com
Log custom
activity

Marketing automation – how it works
Contact changed
Condition
Activities
Score changed
Automation process Wait
Contact added manually
How can be marketing
automation process
started How marketing automation works

Marketing automation – demo (automatic process start)
Lead nurturing – eBook download
• Visitor comes to a web site, submits a form to receive
PDF file
• MA process is started and sends a Newsletter e-mail
with link to download eBook
• Wait & decide – if he didn’t download eBook, e-mail it
again
• Wait & decide – if he bought anything on the web site
then update Contact status & send e-mail to sales
representative
• End MA process

Marketing automation – demo (manual process start)
Lost customer survey
• Visitor comes to a web site, submits a form to receive
PDF, then he downloads PDF but doesn’t buy anything
on the web site
• Create Contact group with above described visitors
• Manually start MA process with Contacts from Contact
group
• Send e-mail with link to survey
• Wait & decide – if he didn’t replied then update
Contact status; otherwise send “Thank you” e-mail
• End process

Enhanced social media integration
• new Web parts
• new Form controls
• actions in Advanced workflow
• Demo – twitter feed

Enhanced social media integration – Facebook
Form controls:
Facebook auto post (field for document types, e.g.:
News)
Advanced workflow:
Publish to Facebook (automatically publish status
updates to the Facebook page)
+ demo Advanced workflow – visual designer

Enhanced social media integration – Facebook
Existing web parts:
Facebook activity feed (display most interesting recent activity)
Facebook comments (allow users to comment on your site)
Facebook Connect logon (log into the website using Facebook account)
Facebook Connect required data (request additional information for new
users)
Facebook facepile (display profile pictures of people)
Facebook like box (gain Likes & see how many users already like specified
Facebook page)
Facebook like button (display Like button on your site)
Facebook recommendations (show personalized recommendations to
users of your website)
Facebook send button (allow users to easily send content to their friends)

Enhanced social media integration – Twitter
Web parts:
Twitter feed (display recent Twitter updates on a web page)
Twitter follow button (allow users to follow a Twitter account)
Twitter tweet button (allow users to share your web site with
their followers)
Form controls:
Twitter feed (field for document types, e.g.: News)
Advanced workflow:
Publish to Twitter (automatically publish tweets)

Enhanced social media integration – Google +
Web parts:
Google+ +1 button (visitors can recommend your
content on Google search or Google+)
Google+ activity feed (display list of public activities
from Google+ page)
Google+ badge (engage on Google+)

Enhanced social media integration – LinkedIn
Web parts:
LinkedIn apply with (enable candidates to easily apply
for your jobs using LinkedIn profiles)
LinkedIn company insider (show rich content about
companies featured on your site)
LinkedIn company profile (display key company
information)
LinkedIn member profile (display LinkedIn member
profiles)
LinkedIn recommend button (enable users to
recommend your products to LinkedIn’s audience)
LinkedIn share button (enable users to share your web
site with LinkedIn’s audience)

Enhanced social media integration – Pinterest
Web parts:
Pinterest follow button (enable your users to follow
selected Pinterest user)
Pinterest pin it button (let your users ‘pin’ something
to Pinterest)

SEO enhancements
• Review of HTTP response codes
• Document-based 404 error pages specified in content tree
• Replacement page for deleted documents (demo)
• Avoiding duplicate content (extended options in settings)
• Culture specific domains (enforcing separate domain names
for individual culture versions of the web site)
• XML Sitemap and robots.txt improvements
• Securing user links (instruct search engine crawlers not to
follow links posted by users on forums)
• Search crawler reports (track crawlers in web analytics)

Banner management
• Manage and display advertisements in the
form of banners
• Monitor impressions (banner views) and clicks
• Global x Site banner categories
• Utilizes Web analytics & Reporting

Banner management – demo
• Create & manage banners
• See statistics

Q&A
Any questions?