Kentico Enterprise Marketing Solution (Kentico EMS) is a new product that is built on top of Kentico CMS. Both products work seamlessly together and form a modern online experience platform.
From a Content Management to Online Experience
With this new product, Kentico converts its CMS into a state-of-the-art customer experience platform. From a strategic point of view it will do two things: Give the marketing department precise insight into what users are doing on their web site, allow for user segmentation separate and as a consequence present them personalized web content.
Kentico EMS is becoming a state-of-the-art online marketing solution
Lead Scoring
There are many different strategies on how to use the available tools, but in my opinion it all starts with lead scoring. Lead scoring allows you to track activities of online users and assign them points depending on activity. How many pages have they viewed, which pages have they viewed, have they signed up to a newsletter or registered on the site or posted a comment on a blog?
Registered users can also score points based on their attributes, such as certain aspects of their profile or any value of an online registration form.
Segments
In a second step you can define segments, so called contact groups and assign an online user dynamically to these groups, based on their score, activities or attributes.
Personalization
In a last step you can use these segments or contact groups to personalize the content of the web site. There are unlimited scenarios, i.e. you could present a different home page to your frequently returning visitors or simply hide the newsletter signup box for those already registered.
The Kentico EMS toolbar tab
Other features
Kentico EMS also ships with an improved newsletter system, featuring double sign-in and improved campaign analytics such as open and click-through rates. The newly added A/B and Multi-variant testing is available in both Kentico EMS and CMS.
As a result, you will have a much better understanding of your online users, which can be a great groundwork for your sales process.
This first version of Kentico EMS is an extremely powerful and flexible engine. The real challenge however will be to develop effective strategies on how to segment your users and to come up with creative ideas for the personalized content. In any case, I will be looking forward to see the first case studies around this product.