Genoo’s Public Launch Could Expand SMB Automation Capabilities

Positioned as a complete online demand generation and lead nurturing suite created for small to mid-sized businesses, the Genoo platform began its public beta in June 2008. This week’s launch marks its general public availability of its 2.0 release.

The solution is designed to provide marketers with a platform on which to run all email marketing efforts, including auto-responders, and the ability to create rich lead nurturing sequences that deliver relevant content to leads throughout the buying cycle. Genoo’s SaaS offering also enables users to create Web sites, microsites and landing pages for lead information capture.

Genoo President and Founder Kim Albee said the toolset has also been a fit for mid-sized companies that need freedom from the IT group and control over their marketing campaigns and metrics. She pointed to the ability to create product launch microsites or lead generation microsites with a specific domain name can point back to larger corporate Web sites, as an example.

“Having the ability to add pages, content and lead capture forms easily, and connect email campaigns and lead nurturing sequences based upon lead activity, can put marketing squarely in control of key marketing activities and results,” Albee said.

For companies that use Salesforce.com, Genoo offers a closed-loop integration with Salesforce.com accounts, so leads can be automatically funneled to sales when qualified.

One of Genoo’s first customers is sales management consultancy Business Efficacy and the company’s Principal Kurt Theriault said the flexibility was a great fit for his organization. "Being a small company, our resources are stretched. We needed a strategy we could implement in bite-sized pieces,” he said. “The metrics that are available to us when we try something show us great feedback about what worked and what didn't work; Genoo allows us to change our game plan on the fly. Our website is now a library of incredibly valuable information that updates on a regular basis, and we're able to do it ourselves. It's amazing what we're able to get done and out into the marketplace for the dollar amount."