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BizReport : Advertising archives : June 13, 2012

Optify expands inbound marketing tools

Email is getting an upgrade thanks to an expansion and addition from marketing platform Optify. Releasing today, the new suite of tools is set up to expand Optify's existing inbound marketing platform and to add email options to the mix, giving marketers more ways to engage in-market shoppers.

by Kristina Knight

optify.jpg"The addition of email marketing to Optify's Inbound Marketing Suite gives marketers a powerful way to follow up and engage with the inbound leads they drive with SEO and social media," said Rob Eleveld, CEO of Optify. "And the tight integration of email with our website visitor intelligence empowers sales to see which prospects are interested based on their website research activity. By closing the loop between their prospects' email responses and activity history, we provide sales with more leads to follow up with, leads that were previously just anonymous visitors."

First, the email additions. Powered by ExactTarget, Optify's email solution offers closed-loop tracking to help brands better understand where clients find product information (research products) and also ties contacts' anonymous web history to their profile when they click into email.

There are also segmentation tools and an HTML Email Builder to help marketers put the right message before the right consumers, built on ExactTarget's technology.

In this way sales people can follow up on leads whether the customer calls or emails. " For example, using Optify marketing can provide sales with a list of the contacts that showed the most research activity on a company's website after receiving the email, rather than just those who filled out a form," writes the company.

Tags: email marketing, inbound marketing channels, inbound marketing tools, online advertising tools, Optify

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