TreeHouse Interactive Integrates With Ventana New Media Engine To Drive SEO-Powered Content

As  BtoB buyers continue to move towards anonymous, web-based buying, it has become more important than ever for solution provider to play a larger role in the content discovery process.

TreeHouse Interactive, a provider of channel-focused CRM SaaS solutions, recently partnered with Ventana New Media, a provider of integrated content distribution, lead generation and viral community building to give its clients added capabilities around content tracking.

The Ventana New Media Engine (NME), a recently released platform for SEO-powered content marketing across influential new media sites, is designed to help organizations build corporate and product brand identity to increase lead generation for long-term business success.

The NME is positioned to address the growing need to drive and track social interaction and brand engagement on the web. According to Forrester Research, interactive marketing in the U.S. will near $55 billion and represent 21% of all marketing spend by 2014. Social media spending alone will increase to more than $3 billion by 2014 with a compound annual growth rate of 34%. As a result, standing out in the new media crowd has never been more important or fiercely competitive.

“If you look at purchase process, it usually involves some sort of problem recognition and information or education portion, then a consideration and finally a purchase,” said Erich Flynn, CEO of TreeHouse Interactive. “If you can’t capture interest at the initial stage, you may not get to participate in the final stage, because what smarter companies are doing now is pulling that lead in earlier in the purchase process. If I help you in your information search, you’re likely going to come back to me when you start making your decision. That’s where the combination of content marketing and marketing automation web analytics come together.”

The Ventana NME platform is designed to facilitate the strategic delivery of corporate communications through multiple new media channels that include microsites, social news communities, social bookmarking and viral communications sites, social journalism sites, online audio/video and image sharing communities and targeted blogs. Corporate content is virally distributed for exponentially greater visibility on the web and higher Search Engine Result Positions (SERPs).

Ventana New Media was established to give companies vastly greater control over their corporate message and audience targeting when engaging in online marketing campaigns. The communities accessed and built through the Ventana New Media platform can also be harnessed as lead generation tools. As marketing content is published through the system to the Internet, it gains viral exposure that expands corporate presence and increased awareness among prospects, customers, partners and other key audiences.

Targeting Key Market Segments

In one example of a recent NME deployment, Metalogix, a provider of content lifecycle management solutions for Microsoft SharePoint 2010, Microsoft Exchange and legacy enterprise content environments, is using the tool to drive segmentation on a global basis.

 “The Ventana New Media Engine has become a strategic component of our Global SEO marketing and social media strategy,” said Steven Murphy, CEO of Metalogix. “We have achieved solid results with this program across five continents accessing significantly more issue-focused media outlets than traditional SEO engines.  This has allowed Metalogix to reduce our Google Adword spend by 80% and move our rankings to the top spot on search engine pages in our key market segments.”

In other TreeHouse Interactive news, the company also announced new functionality for its Marketing View marketing automation product and new partner marketing functionality for its Reseller View PRM solution. The new Marketing View capabilities are designed to enable marketers to gather behavioral information at a company level to more efficiently generate leads within selected organizations. Additionally, by utilizing this feature, marketers can better understand company level interest in products or services offered and can score, purchase, target and nurture leads based on gathered information.

Tracking company and individual behaviors that appear into a single business profile, Marketing View tracks information and attributes it to companies either inside or outside the marketing database. Information from individual behavior for all contacts within the database is gathered and reported by company.

In an effort to facilitate necessary information from partners, the Reseller View PRM solution features automatically co-branded marketing content, full service outbound marketing campaigns and co-branded partner micro-sites. Company partners can now visit the partner portal to plan an order, and upload the requested information. As a result, the system automatically produces co-branded, print-ready artwork for partners’ needs.