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Investors Take Majority Stake In TreeHouse Interactive, Plan Expansion

Treehouse Interactive LogoInvestment firm Kennet Partners and co-investor Joe Wang have acquired majority ownership of TreeHouse Interactive, a provider of partner relationship management and marketing automation solutions. The financial terms of the deal were not disclosed.

Wang, who previously served as President and CEO of LANDesk Software, will take over as Chairman and CEO of TreeHouse Interactive. Craig Flynn and Erich Flynn, the company’s sole shareholders, will remain with the firm and collaborate with Wang in development and sales leadership positions. Craig Flynn will continue to drive product engineering and innovation in his role as EVP of Engineering. Erich Flynn will lead the company’s sales efforts as Chief Revenue Officer.

5 Ways To Generate Better Leads

Flynn Erich TreeHouse InteractiveBy Erich Flynn, TreeHouse Interactive

If you struggle with lead generation, you’re not alone. A recent study on Lead Management and Social Engagement, by research firm CSO Insights, found that poor data quality for both prospects and customers — and the fact that sales personnel feel they don’t receive the right tools from marketing that they need to close sales — topped the list of sales and marketing pain points in 2014.

How can companies turn these problems around and reach their top marketing objectives of capturing new accounts, optimizing cross-sell/up-sell and new product introductions, and improving renewal rates? While web design and content, data quality management, and social media were reportedly the three top areas where companies plan to increase lead generation investments over the next year, the study found that email marketing campaigns were the most effective method for engaging prospects, delivering both the highest quality and quantity of sales and marketing leads. In fact, almost 55% of leading companies surveyed discovered a surge in lead conversions when they used lead nurturing.

Thoughtful Curation, Organization Can Boost Impact Of Content

webinars shutterstock 134249441Content marketing has become common practice with 93% of B2B marketers using some form of content marketing, according to research from the Content Marketing Institute (CMI). While more than half (58%) believe that their content marketing efforts are ineffective, they are still making significant investments in producing large amounts of content.

In a recent webinar, executives from TreeHouse Interactive, a SaaS provider of marketing automation and PRM software, and CMI came together to discuss some strategies to increase the effectiveness of content marketing.

TreeHouse Interactive Adds Tools For Lead Nurturing, Qualification

Treehouse Interactive LogoTreeHouse Interactive
announced enhancements to the Content Marketing Manager module of its Marketing View marketing automation platform. The update is designed to provide marketing professionals with the tools for faster and more efficient creation of nurturing campaigns and improve the lead qualification process.

“Interaction with prospective buyers through the delivery of meaningful content, at the right time in the buying cycle, is key to nurturing and ultimately converting prospects into sales,” said Erich Flynn, CEO of TreeHouse Interactive, in an interview with Demand Gen Report. “What is important in this update is the ability to nurture by category and establish complex associations for lead nurturing.”

Treehouse Debuts Mobile Device For Channel Partners

treehouse interactiveTreeHouse Interactive, a provider of partner relationship management technology, unveiled Reseller View Mobile, a customizable, full-featured solution that is optimized for mobile devices. The announcement was made at Microsoft Dynamics Convergence 2013 in New Orleans.

Reseller View Mobile extends enterprise-class partner portals so that channel partners now have access to the tools needed to more effectively sell products, provide service, and support their customers from any location, according to company officials. The solution is compatible with most mobile browsers, is immediately available and does not require users to update their mobile devices.

TreeHouse Interactive Adds Tools For Quick Design Of Lead Nurturing Campaigns

treehouse interactiveTreeHouse Interactive announced a suite of design tools to enable marketers to create lead nurturing campaigns faster and more efficiently.

The new Action Studio, part of the company’s Marketing View marketing automation platform, has a drag-and-drop interface that provides unique access to behavioral and contact data when creating automated and personalized nurturing paths, according to company officials.

More Must Do's For Getting The Most Out Of Your Marketing Automation System

By Chris Frank, Marketing Director, TreeHouse Interactive

webinar_profile_chrisEditor's note: This is the second in a two-part series. Click here to read Part One.

Last week, we looked at the role technical capabilities and database cleanup issues play in maximizing the ROI from a company's marketing automation solution. This week, we'll look at two other key action items: business processes and measurement.

The Must Do’s for Getting the Most Out of Your Marketing Automation System

By Chris Frank, Marketing Director, TreeHouse Interactive

webinar_profile_chrisEditor's note: This is the first in a two-part series.

It is no secret that getting a marketing automation system up, running, and contributing to your bottom line takes both implementing technology and changing processes. But getting over this hurdle is often the end game for many marketers, not the beginning it should be. This article gives some clear tips on how to address technical capabilities and database cleanup issues to make the most of your marketing automation investment. We'll conclude next week by looking at the role that business processes and metrics play in maximizing ROI.

Dreamforce 2012 Roundup: Selling The Social Enterprise

photo3This year's Dreamforce event, held last week in San Francisco, was certainly bigger than ever, with Salesforce claiming around 90,000 attendees. And while Dreamforce is increasingly known for its circus-like atmosphere, superstar keynotes and massive presence in downtown San Francisco, there's also plenty of news and trend-spotting going on.

 Here's a roundup of the product announcements and most interesting trends from Dreamforce 2012, with a focus on items of interest to DGR's audience.

Treehouse Interactive Unveils Updates To Marketing Automation Solution

Treehouse Interactive
this week announced a series of updates to the company's MarketingView marketing automation solution, including new tools and tighter integration with the Salesforce Sales Cloud platform.

The Salesforce Sales Cloud enhancements integrate Treehouse marketing automation with Salesforce lead, contact and opportunity object data. The goal, according to Treehouse, is to allow companies to automate their lead nurturing based on multiple attributes, including opportunity stage, vertical market and product purchase history. Marketers can also engage in post-purchase nurturing for customer upsell, cross-sell, on-boarding and retention campaigns.

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