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TreeHouse Interactive Enhances Marketing Automation Platform (MAP) with Advanced Content Marketing Module for Improved Lead Qualification and Nurturing

For Immediate Release

Dedicated Content Marketing Manager Feature Accelerates Sales-ready Leads that Produce Revenue

Salt Lake City, Utah — November 15, 2013 — TreeHouse Interactive™ (www.treehousei.com), the technology leader in SaaS-based partner relationship management (PRM) and marketing automation platform (MAP) solutions, today announced Content Marketing Manager enhancements to Marketing View™, its marketing automation platform (MAP). TreeHouse Interactive was the first to embed content marketing into a MAP. The new Content Marketing Manager enhancements, made through updates to Marketing View Action Studio™, provide marketing professionals with the most sophisticated content marketing capabilities available in any marketing automation platform.

Action Studio, which was launched in March and is generally available, is a suite of powerful new multi-channel campaign creating tools, and is part of TreeHouse Interactive's enhanced Marketing View marketing automation platform. Action Studio enables significantly faster and more efficient creation of nurturing campaigns. Its drag-and-drop interface also provides unique access to behavioral and contact data when creating automated and personalized multi-channel campaigns and nurturing—ultimately helping to create more sales-ready leads that produce revenue.

Action Studio uses a rich set of actions to push prospects forward in the buying cycle. These actions can include, but aren't limited to, sending timed nurturing emails, sending sales executive alerts, updating external webinar systems and sending sales qualified leads directly into CRM systems.

Through Action Studio, marketers can also use one or more behavioral events to place prospects on relevant nurturing tracks. Behavioral events can include form submissions, email opens, specific email link clicks, website visits or specific page views. This upgrade adds a new content marketing node that allows for nurturing based on content interaction behavior. Marketers can nurture based on a single piece of content or categories of content or any combination thereof. Content can be organized consistent with a marketer's objectives whether by vertical market, stage in the buying process, product line or other particular requirements.

The new Content Marketing Manager also reduces friction in content downloads. One form can be used to manage content across all content categories. Once the form is filled out, all content from a marketer's site is now available to prospects without further friction. At the same time, all content is being tracked, nurturing is enabled and reporting is available, including dashboards for content access by unit, category, search engine, social media outlet and more. Finally, ROI reporting is available that shows how many leads, contacts, funnel dollars and actual sales dollars have been generated by content campaigns.

In summary, the new Marketing View Content Marketing Manager features allow marketing professionals to:

  • Better understand the impact of content marketing PPC, SEO, and social media campaigns through improved conversion intelligence.
  • Clarify prospective buyer profiles by combining or segmenting download behavior and other behaviors.
  • Build campaigns based on information categories (e.g., by vertical markets or solution types) that are being downloaded, as well as what is being downloaded at specific stages in the buying process.
  • Reduce barriers to download with one-time landing page registration, for unlimited downloads.

Quotes
Engaging with prospects comes down to identifying their interests so that the most useful content can be presented when they want it, said Joe Pulizzi, founder, the Content Marketing Institute. Being able to easily automate this process will help make content marketing efforts much more effective.

Content Marketing is the new frontier in Marketing Automation. No other B2B programs are producing the quality and quantity of leads that we see with content marketing campaigns. Interaction with prospective buyers through the delivery of meaningful content, at the right time in the buying cycle, is key to nurturing and ultimately converting prospects into sales, said Erich Flynn, CEO, TreeHouse Interactive. We were the first to offer a dedicated module for content marketing and with this new addition to Marketing View's Action Studio, extend our lead in this area among MAP vendors.

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