Optify, a provider of inbound marketing software B2B marketers, recently announced the expansion of its inbound marketing solution, adding closed-loop email marketing to its suite. Email marketing is the first in a series of "middle-of-the-funnel" lead nurturing features part of the Optify platform. The integrated enhancements are focused on enabling users to view, track and analyze online marketing and email campaign results in a centralized location.
The platform is designed to provide a closed-loop expansion of the sales pipeline for maximized measurement and email campaign follow up. For example, using Optify marketing can provide sales with a list of the contacts that showed the most research activity on a company's web site after receiving the email, rather than just those who filled out a form.
"The new email marketing application…allows us to execute campaigns to a very targeted subset of our house list, and when they respond Optify automatically appends their previously anonymous visitor history from our web site to their contact record," said Benjamin Christie of GourmetAds, in a company press release. "The ability to track all of our online marketing efforts in one integrated solution is another huge plus we've seen from Optify."
Key features include closed-loop visitor and response tracking; contact manager and activity history; an HTML email builder and ExactTarget embedded technology for email campaign functionality.
"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, in a press release. "And the tight integration of email with our web site visitor intelligence empowers sales to see which prospects are interested based on their web site 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."