Integrating Your Web CMS with Your Marketing Automation Platform - TransFunnel Consulting

 Brands deploy an array of enterprise marketing automation tools to keep customer engagement alive and attract more prospects. While businesses need to use the best possible tool targeting the pain points, it is also important to combine tools pertinent to delivering the best customer experience.

One of the best ways the marketing automation specialist can streamline the digital experience is to integrate marketing automation platforms and web content management platforms (CMS). Being the core solution of successful marketing programs, web CMS and marketing automation platforms enable successful lead nurturing and lead scoring.

Where a web CMS enables to design, manage and publish content on the brand website as well as mobile apps, a marketing automation platform controls campaigns across social media channels. An enterprise marketing automation is an inbound strategy to attract, convert and engage customers through digital channels. Together with the web CMS tool and marketing automation platform, a specialist can enhance the campaigns with the right content for the right channel.

Integrating Web CMS With Marketing Automation Platform

• Analytics and tracking

The foremost integration that you must perform with your CMS and marketing automation platform is analytics and tracking. You can use this tracking script on all relevant sites to your brand content either by Google tag manager or by editing CMS templates.

• Personalisation

Considering marketing automation platform is used to personalise the digital experience, it can be used to display an ad copy to the target prospects. This can be achieved by first tracking the target groups and then segmenting them based on their behaviour. Once this data is fed into CMS, the content linked to the specific user segment would be triggered.

• Call-to-action

Call-to-action, in any form, be it a poster, a button or a text has become a vital element of content. It is designed to entice the prospects into performing the targeted task. This task could be signing for an event, downloading an ebook, signing up for a newsletter and so on.

To build custom content for CTA in the web CMS, you can copy the embedded code from the marketing automation tool and use it in the content.

• RSS feed

An RSS feed recovers raw data from your content in your web CMS. This is then used in the strategy preferred. A common example of using an RSS feed is email or newsletters. When integrated with the marketing automation platform, an RSS feed can send daily, weekly or monthly content to your customers and keep them engaged.

• Integrate email marketing campaigns with dynamic website content

While dealing with marketing automation platforms, your email marketing campaigns can be personalised based on customer behaviour and customer segments. Personalisation of the email campaigns is usually implemented so that when a prospect clicks on the link, it redirects them to the website. This strategy leads to a higher conversion rate since the prospects have access to relevant data based on their behaviour and needs.

• Link profiles and segments with web experience

If your marketing automation platform has ownership of the customer profile data then you can align the profiles and segments with the content management. This will enable your specialists to customise the web experience and transition prospects from one campaign to the next without content duplicity.

While you perform this integration, it must be ensured that the process is simplified so that the data model can be aligned appropriately.

• Leverage web CMS for digital asset management

Brand marketing requires a combination of content assets and not just mere text-based content. However, with most marketing automation platforms, digital assets are not utilised to their capacity.

With web CMS, that provides digital asset management (DAM), your specialist can leverage the capabilities of content-text based assets and ensure that these assets are easy to update as well as managed properly.

While organisations integrate web CMS and marketing automation platform tools, the approach lies in ensuring it syncs with the specific tools used. It becomes vital for a marketing automation specialist to understand the system, its pros and the cons of implementing and aligning it with the activities. Once you have a clear understanding of these aspects, you can make the best decision of integrating these two tools for a streamlined and engaging customer experience.

However, this comprehensive fleet of information might turn overwhelming for some specialists. To ease their decision-making, some marketing automation platforms offer a fully customisable solution to fit your business needs. Marketing automation consultants like TransFunnel enable you to integrate the web CMS and Marketing Automation (MA) to drive your business strategies.

 

TransFunnel is a marketing automation solutions provider with custom-fit strategies to offer you the best possible outcome. We bridge the gap between your marketing automation strategy, web CMS and the ROI you expect from it. Our agile approach is focused on optimising lead conversion, creating demand and devising a unique strategy for your business.