More Quality Leads Means More Quality Customers

Turn your website into a demand generation machine with Genoo

Managing your marketing programs is all about delivering communications to your leads, exposing relevant information to prospective buyers and generating interactions that progress to sales opportunities. Much is made about lead generation and management, but without an easy way to deploy content, you may have a cog in the wheel that hinders marketing velocity.

Content deployment is often hindered by agency, vendor or IT queues, where it can get held up waiting to go live on the corporate website, or even a dedicated marketing site. Updates and changes can cause more waiting.

The Internet has created a culture of immediacy. Consistent communications are the minimum requirement for staying top of mind with your leads. But when it takes a two-week advance notice to get content loaded, you’re likely having problems with marketing program execution. It may get done…eventually. And that's not going to cut it.  Consistently improving your marketing results requires better than that.

Consider the following content scenario:

You huddle with product management and develop a great way to spin the benefits of your new product. It solves a complex problem that will require high knowledge transfer.

The corporate website has too many distractions to keep your leads focused on the matter at hand, so you decide to create a dedicated marketing site to display all the related information and expertise about that product.

You access your Genoo account and create a new microsite in a few minutes. You get a domain name that contains critical keywords.  You upload a cool header graphic and create your content, and links to a PDF eBook download.

You decide to do a big push with search engine optimization to gain advantage in search result placement to help potential buyers find you when solving this problem becomes a priority.

You create a form to gate the download of the PDF to capture new leads and automatically add them to your database.  The form submission will trigger a follow-up sequence of emails the lead will receive that provide more specific information about aspects of the eBook just downloaded.

At the same time, you don’t want your existing leads to have to expend any more effort, so you create a stand-alone landing page to use in your email communication that makes the download available with one click.

Some new research comes in that shows you’ll have two distinct decision makers with different interests.

Not a problem. You quickly create a second microsite to handle the new focus and personalize the content for that new target segment.

As new information becomes available, you can easily add new content to both your microsites and send out email communications inviting each of your lead segments to learn more, and in a way that connects best with each of them.

Genoo's microsite capability puts you in charge of your content deployment. Having the ability to create “personalized” microsites is critical to creating better connections with your potential buyers.

There are many ways to use it - for microsites, as described above, or for your main public website, which is what we do at Genoo (yep, this site and it's pages are managed from our own Genoo account).

To understand and help you evaluate what capabilities are essential for generating more leads, the first two guides in our series, "Get Hitchedl; Not Ditched", outlines the critical aspects you need to harness and capitalize upon.

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