From 15 to One: Simple and Versatile Demand Marketing

Scott Brinker (@chiefmartec) has just released his new 2014 Marketing Technology Supergraphic with 947 companies, in 43 categories, across 6 major classes! We are excited for Kwanzoo to be placed in the “Display Advertising” category within the Marketing Experiences class.

As Scott himself points out, many solutions can fall in more than one category. Although he had to pick one category in which to place each company, we took a closer look, and realized that Kwanzoo in fact has capabilities spanning 15 (!) categories including Video Ads and Marketing, Mobile Marketing, Email Marketing, and Marketing Analytics (see picture below).

Kwanzoo Tech Infographic

We are working hard to deliver just what marketers need: a simple, yet versatile platform that addresses key demand marketer challenges around delivering interactive, personalized, marketing experiences, to prospects and customers, fully integrated with their base platforms (marketing automation, CRM, WCM), across all digital channels.

Marketing Experiences

Display: Display advertising is one of Kwanzoo’s core capabilities. Build rich media display ads with in-banner forms, to increase top-of-funnel lead generation. Capture leads directly in the ad unit, without landing page redirects.

Email Marketing: Launch email retargeting campaigns to reach your inactive email lists, as well as users who do not open your emails. Serve them targeted display ads for re-engagement. Use rich media technologies inside emails, including in-email polls and mini surveys, to engage prospects and increase response rates.

Video ads and Marketing: Use video lead forms to capture leads directly inside an interactive ad unit that links to and shows your Youtube-hosted videos. Add an overlay banner and a lead form that collects and directly drops leads into your marketing automation (MAP) or CRM.

Social Media Marketing: Use our tell-a-friend social promotions to increase social response rates and promote events. Use the power of social networks to promote word-of-mouth using the power of referrals.

Events and Webinars: Boost webinar registrations with Webinar Signup forms directly inside display ad units! Capture leads directly from interactive ads into Citrix GoToWebinar, MAP and CRM.

Personalization: Identify individual buyers using first-party data stored in your MAP & CRM, and personalize content and offers delivered via display ads and interactive content on web pages, to individuals and named accounts.

Testing & Optimization: Serve multiple creatives for the same media placement from inside the Kwanzoo platform to each of your audience segments. Use engagement data by individual creative to A/B test, and narrow down your best performing creative and pitch messages.

Middleware

Data Management Platforms/Customer Data Platforms: Use data from DMPs/CDPs during media buying, to increase media efficiency. Capture critical audience data in campaign details screens within Kwanzoo. Use our “Managed Campaigns” interface to setup each of your agency, media and ad network partners with their own accounts. They can then monitor and recommend optimizations to your campaigns 24×7. Selectively share details on individual campaigns with each partner, so they only see what they are supposed to see and help you optimize.

Marketing Operations

Marketing Data: Collect lead data through in-banner form fills – within our in-banner form ads, webinar signup ads, and video lead form ads. Store lead information in the Kwanzoo platform, push to your landing pages, or capture data directly into your MAP and CRM. Append additional information at the point of lead capture from 3rd party data sources (Netprospex, ZoomInfo).  Go beyond lead data, and capture detailed ad engagement data (clicks, partial fills, conversions, video play duration, etc) inside leading MAP platforms (Eloqua).

Marketing Analytics: Review advanced data and metrics in the Kwanzoo platform, including viewable impressions (ads served above the fold), site-specific engagement, and up to 8 fields of critical prospect data (with double opt-in as required by European privacy policy regulations). Compare partial fill and conversion data across creative to optimize and refine your creative design and pitch messages.

Backbone Platforms

CRM: Integrate data directly into Salesforce and Oracle Fusion CRM. Capture new top-of-funnel leads, or append to existing leads in CRM. Capture additional fields (lead source, campaign IDs, IP addresses and more).

Marketing Automation: Drop leads directly from in-banner forms and video lead forms into your marketing automation database, eliminating landing pages. Capture poll & survey response data from rich media directly into MAP contact record fields to accelerate lead scoring. Serve dynamic ads targeting individual personas (Eloqua) or named accounts using MAP data and reverse IP data look-up.

Marketing Environment

Build ads and interactive content easily within the Kwanzoo platform. Launch your campaigns and interactive content anywhere on the web, from display networks to social & community sites to mobile, using simple snippets of embeddable code generated on the Kwanzoo platform. We provide an easy way to bridge across lots of different touch points, to engage prospects and customers.

What are some key capabilities that seem to be missing from marketing experience tools and technologies today? What are key areas of interest to you? We would welcome your comments and feedback.

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