Kentico 12 EMS: Muscle for marketers


Kentico has always been highly regarded among developers thanks to its focus on integration. But Kentico 12 is calibrated for how marketers work to drive business results.

18 Dec 2019
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Matt Jones - Marketing Director



Marketing is a fast-moving game. A campaign has to keep an eye on what people want tomorrow to stay effective. Having the data to make decisions quickly, and even more importantly, to implement changes instantaneously, gives a marketing team a natural advantage. Kentico 12 EMS is that toolkit.

It’s designed precisely with marketers in mind. It still has the best features of Kentico Content Management System (CMS) that developers know and love—most particularly that it’s a heavyweight champ when it comes to integrations with third party applications, scalability, and other clever features. Now, however, Kentico 12 EMS is really focusing on how the content creators work, and what their needs are from their CMS. They need database management, naturally. They need automation, of course. But what they really, fundamentally need is a tool that saves them precious time.

Kentico 12 does something a bit clever. It removes the need for marketers to go back to the website development team whenever they want to redesign a page. Or a form. Or an email. It takes layout and design and separates it from backend development and makes it possible for content creators and managers to place the content where they want it, when they want it. 

Previously, every time you wanted to change the type of content, the size of it, or where it sat on the page, the page had to be reworked behind the scenes to make sure it was all going to be displayed properly. Now, it’s done using a system of drag-and-drop widgets, a brilliant Kentico interface. The widgets can be customised by the developers according to what a site needs. They can be enabled for user personalisation, or they can highlight very important internal content or from an integrated app. But the point is, once the widget is made, it’s like a content pick-and-mix for marketers.     

But the marketing features of Kentico 12 EMS go beyond efficiency and ease of use. Kentico’s marketing automation feature suite really comes into its own in Version 12. It’s loaded with marketing features that work hard to collect and organise contact data, and then use it to automate diverse events.

Gathering data in the first place is essential to effective targeted campaigns. But it can be tricky to convince a diverse user audience to provide the information you need. Smart forms save users time and effort in registering for online access, memberships, and other features, so they are more likely to complete the process. As they provide initial information, the form reorganises subsequent questions, preventing users from seeing questions that don’t apply to them and eliminating redundancies—and mistakes—in data. 

Other types of data can also be captured through activity tracking. Kentico 12 EMS’s internal analytics tools give insight into how people are engaging with every aspect of a campaign, from personalised content on the website to newsletters and other emails. Together with form submission info, you can create a lead score table to track your best potential sales leads.

By highlighting which visitors are most interested, Kentico 12 EMS’s lead scoring allows you to focus on closing the opportunity. And that can be done through setting up automated marketing communications when that visitor has reached key stages in their journey. It may be that they have not quite finished completing a form, or they have revisited the website a number of times in short succession. Follow-up communications for high-scoring leads will help visitors complete those final few steps.

Is your marketing team ready to take control? Chat to our Marketing Strategist Matt Jones to find out more.

Matt Jones

Marketing Director

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