TreeHouse Interactive Drives Marketing Automation to New Heights with Unprecedented Integration and Analytics Capabilities
For Immediate Release
Enhancements to TreeHouse Marketing View Deliver Vital Insights into the Effectiveness of Marketing Efforts and Save Considerable Time Across Campaigns
Salt Lake City, Utah — September 29, 2010 — TreeHouse Interactive™ (www.treehousei.com), the technology leader in SaaS-based partner relationship management (PRM) and marketing automation platform (MAP) solutions, today announced new features for Marketing View, its demand generation and marketing automation software. The features significantly improve capabilities for form and landing reporting and extend the usefulness of connected systems by virtue of new integration possibilities. This enables complex targeting and nurturing to be carried out quickly and the effectiveness of campaign efforts to be measured.
Integrated Landing Page and Form Analytics
TreeHouse's Marketing View offers the most robust, yet easy to use form/landing page builder available in demand generation solutions. Its unique functionality includes the ability to:
- Restrict campaign participation by database segment
- Tie forms and landing pages to personalized direct mail codes
- Gate forms, landing pages and microsites based on custom codes/contact info
- Make forms and landing pages available based on date
- Make forms and landing pages available based on number of submissions
- Combine AND/OR/NOT logic in answers to facilitate automation
New form and landing page analytics add to this unique set of capabilities. Today, in order to see which URLs refer prospects to landing pages, a marketer has to manually correlate website analytics and demand generation efforts. In most cases, visitor data is not even possible to collect because forms are typically hosted by a demand generation vendor.
The new analytics capabilities of Marketing View integrate form visits, conversions, abandonments and referral URLs directly into form reports. As a result, when landing pages and emails are shared through social media or other means, marketers can see whether Twitter, LinkedIn, Facebook or other sites are responsible for conversions and how many. This is critical for determining how effective content marketing, virality and additional online marketing efforts are in converting traffic into prospects and leads. New form analytics are created automatically and potentially eliminate the need to integrate technology from multiple parties for conversion reporting.
We're excited about the new landing page analytics functionality from TreeHouse Interactive, which will provide vital insights into marketing channels that are working versus ones that aren't driving conversions, said Bill Reed, CMO at Aventi Group.
Automatic integration into every form we create will save us a considerable amount of time and cost in measuring our campaigns and choosing the best vehicles
TreeHouse also breaks new ground with Web Services in the new release of Marketing View. Because Marketing View plays a key role in business infrastructure, customers are integrating it with systems such as CRM, product registration, and support. Unlike existing integration solutions, which allow for a small subset of data to be transported between systems, Marketing View Web Services allows for the submission and/or retrieval of any standard or custom contact information, in addition to form, landing page or survey data. This means external systems can be set up to launch nurturing campaigns through the change and subsequent submission of data to Marketing View. The new Web Services are well documented and easy for almost any level of programmer to use.
Our staff was able to use the new Web Services from TreeHouse to integrate our proprietary system with Marketing View very quickly, said Jared Smith, IT Director, BidSync.
We look forward to automating many marketing and IT processes that have prohibited us from communicating and nurturing our database like we want to.
Salesforce.com Selective Overwrite
Last year, TreeHouse Interactive announced its Basic and Advanced Salesforce Integration for Marketing View, which is currently available on the AppExchange. The Advanced integration allows for the bi-directional flow of information between TreeHouse Interactive's Marketing View and Salesforce.com. It enables sales initiated nurturing, marketing initiated nurturing and marketing process automation based on the changes in data housed in either Salesforce.com and/or Marketing View.
The new selective overwrite capability gives customers a finer level of control over which data is pushed from a landing page or form into Salesforce. It does this by allowing marketers to choose whether or not they want to overwrite individual lead or contact object fields. For example, once contacts or leads are entered into the CRM, a company may not want certain details such as a phone number to be changed, even if the contact subsequently responds to a marketing campaign. By using the selective overwrite capability, marketers can ensure that if data exists in the field, it is not overwritten while passing data if none is present.
For marketers who host online events through GoToWebinar, Marketing View now integrates with the service. This integration allows each system to do what it does best. When registrants provide information via a Marketing View form, it is submitted directly to their marketing database with appropriate information sent to GoToWebinar for registration. In this way, Marketing View can be used for reporting, marketing automation, lead qualification, lead distribution, campaign management and ROI, integration with CRM systems and future campaign targeting. GoToWebinar is simultaneously used to run the webinar and to send customized log in links and reminders to registrants.
Marketing automation is a very hotly contested space right now, said Erich Flynn, CEO, TreeHouse Interactive.
These new features in Marketing View are high-impact, industry-leading and are a very small indication of what's to come. We will continue to push the boundaries of what is possible with marketing automation and advance our products based on what marketers want in order to deliver high-value results for their money.