SAN FRANCISCO – June 25, 2010 – Clickability, Inc., the global leader in on-demand Web Content Management (WCM) solutions, today announced the availability of its Website Marketing Acceleration TM (WMATM) solution for visitor management and improved lead qualification.
Clickability’s WMA offers Business-to-Business (B2B) Marketers innovative new capabilities to understand website visitors, increase visitor engagement and better qualify sales leads. Built on the company’s flagship Software-as-a-Service (SaaS) Web Content Management platform and dynamic website delivery infrastructure, WMA tightly integrates content delivery with rich visitor profiles that capture visitor information and behavioral data to better serve visitor interests. Unlike Marketing Automation solutions that drive visitors to static landing pages, WMA enables each website visit to deliver content tailored to the visitor’s implicit and explicit interests.
According to Jay Gaines, Research Director at SiriusDecisions, Inc., Business-to-Business marketers have historically struggled to affordably create a website visitor experience that demonstrably improves lead qualification and the sales pipeline.
Gaines commented, “Corporate websites remain one of the most under-leveraged marketing assets relative to their potential for identifying and qualifying genuine sales leads. Without the ability to automate and orchestrate sales motions on the website, and deliver targeted content based on visitor interests and profiles, most B2B websites remain glorified brochures. However, the cost to create a truly dynamic website with content targeted to the visitor in the moment has simply been cost prohibitive for all but the largest companies.”
WMA, using Clickability’s SaaS platform for affordable delivery of dynamic content, changes the game for B2B marketers. A rich set of features allows marketing to drive beyond website lead conversion to lead qualification. These capabilities allow the marketer to define visitor segments, profiles and lead scoring criteria, and automate rich data capture and reporting. The mapping of content to visitor interests and supporting innovative approaches to tailored content provide true sales motion orchestration. Specific features include Visitor Management, Anonymous Visitor Identification, Behavioral Tracking, Progressive Profiling, Targeted Content and Calls to Action, Lead Scoring, Website Visitor Resource Portfolio TM, Marketing Funnel and Visitor Reporting as well as integration with marketing and sales force automation tools.
”The future of the corporate website lies in bringing B2B marketers the ability to drive value in the Sales pipeline,” said Jeff Freund, chief executive officer at Clickability. “With WMA, marketers can transform their websites from static brochure-ware into dynamic lead generation engines.”
