Discussing How Marketing Automation Makes Lead Management and Nurturing Effective

Marketing Automation

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News Item

Genius.com Integrates Twitter With B2B Marketing Automation

Genius Short URLs Enable Cross-Organization Social Media Participation With Integrated Campaign Measurement

Genius.com announced the world's first URL shortener specifically designed to track both structured marketing campaigns and ad hoc social media "conversations." The easy-to-use Genius URL shortener ("GURL(TM)" for short) enables any member of a Genius customer organization to include trackable links in their Twitter, LinkedIn, Facebook, blogs, or other social media posts.

With GURLs, organizations can easily view the impact of social media activities without having to impose constraints that might inhibit the flow of online and mobile conversations. The new Genius marketing automation capabilities provide a simple way for marketers to track and measure the impact of website visits resulting from online conversations, just as they track the results of more formal marketing campaigns.

Genius also previewed new website tracking and visitor identification features that give marketers the ability to assess social media and SEO impact on website performance, while giving Sales more tools to identify and connect with interested visitors using integration with Sales 2.0 data sources like LinkedIn and Jigsaw.

"The Twitter Revolution has taken the corporate world by storm, but marketers feel like they're caught in the flood," noted David Thompson, CEO and Co-founder of Genius.com. "Marketers and sales professionals have to listen and respond to relevant conversations taking place outside their websites. Genius URLs bring it all together by tracking these social media conversations alongside formal marketing campaigns."

Felicity Wohltman, VP of Marketing at Genius.com, added, "Genius.com was the first to 'democratize' email marketing by enabling anyone in an organization to see the email opens and website visits resulting from their individual messages, as well as from formal marketing campaigns. The new Genius URL shortener extends this concept by tracking social media outreach from anyone in the organization and integrating the results with strategic lead nurturing programs."

Genius's powerful real-time marketing platform enables marketers to track conversions of social media respondents, automate lead nurturing campaigns based on social media results, and route highly qualified leads directly to the appropriate Sales rep or lead qualifier. Genius's innovative personalization capabilities, including live chat and website greetings, allow sales and support users to continue conversations that begin on Twitter and then pass into the privacy of the corporate website.

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