Graphical User Interface Makes Creating Complex Lead-Management Campaigns a Snap
ATLANTA – Silverpop Engage B2B (formerly Vtrenz) announced the launch of its new Campaign Graphical User Interface (GUI) that uniquely gives marketers a drag-and-drop storyboard-like editor to easily create campaign flow for even the most complex lead management programs.
The Engage B2B Campaign GUI helps marketers easily create and visualize campaign flow, graphically showing the various paths sales leads can take from inquiry to conversion. B2B marketers are easily able to create everything from simple single-track drip campaigns to highly complex, multiple-track campaigns with Yes/No decision points that automatically move prospects down the appropriate path through the pipeline. This new, intuitive visual interface eliminates manual processes, saves time and frees up resources.
“Silverpop’s Engage B2B Campaign GUI is unlike anything marketers have seen before,” said Silverpop CEO Bill Nussey. “Highly successful lead-management programs treat customers or prospects individually, creating unique dialogs that drive much higher responses, but these types of programs can be cumbersome to create and maintain. We did a lot of testing and worked with visual design experts to create a new approach, developing a drag-and-drop campaign management technology similar to popular consumer video editing tools. It makes Silverpop’s Engage B2B solution the easiest, most intuitive marketing automation solution available.”
B2B marketers often have complex factors that need to be considered to progress a prospect through the sales funnel. But the ability to create sophisticated, multiple decision point campaigns are not easily handled by the Visio-like diagrams used by most marketing automation solutions. That’s why Silverpop’s innovative new feature merges Visio process-flow concepts with horizontal video-production-style features similar to what film or video producers use, providing a new model for digital campaign building.
Making it easier for marketers to visually create campaign flow helps move them from simply generating demand to managing it, as recommended by Laura Ramos, Forrester Research vice president and principal analyst, in her January 2009 report “How to Avoid B2B Marketing Obsolescence.” Ramos points out that “to convince sales that marketing-qualified leads are worth pursuing, marketing must execute multifaceted campaigns that engage — and qualify — prospects while extending marketing’s responsibility further along the sales pipeline. Top marketers focus on managing demand, not generating it. They build practices that score leads numerically, route top-scoring leads to sales, nurture contacts not yet ready to buy, and use visual tools to engage with sales.”
“Ciena runs multiple campaigns that range from simplistic to very complex,” said Daniela Szymczak, marketing cultivation manager for Ciena. “Silverpop Engage B2B’s new Campaign GUI is a perfect marriage between the product robustness we are accustomed to and an easy to use graphical interface that makes sense.”
Engage B2B’s Campaign GUI also makes copying campaign elements quick and easy, reducing the time to create new campaigns and reap the rewards of marketers’ labors. “The ability to copy campaigns greatly enhances our campaign creation abilities,” Szymczak agreed.
About Silverpop Engage B2B
Silverpop’s Engagement Marketing suite helps clients turn prospects into customers, and customers into loyal fans. Its Web-based solutions enable companies worldwide to build relationships with customers and prospects through the creation, automation and delivery of relevant, online messaging. Silverpop’s Engage B2B marketing automation platform seamlessly scores sales leads, nurtures them through the pipeline and measures campaign return-on-investment. And Silverpop’s strategic counsel, service and support helps clients with the precise level of training and advice needed to quickly improve campaign results and ROI. Silverpop makes it easy and affordable for marketers to create, automate and execute campaigns…from first click to lifetime customer.
With offices in the United States, England and Germany, Silverpop’s B2B marketing automation technologies are used by industry-leading brands including Ciena, Pitney Bowes MapInfo, LeanLogistics and many more. Best practices and white papers are available at www.silverpop.com.
