Content Management System (CMS)

Content is the core of Inbound marketing strategy. Content predominantly drives leads in a sustained manner. The right content can be a true differentiator while engaging with customers. Content can be in the form of blogs, articles that deep dive into a subject, podcasts, videos, or any other interesting information. The CMS or Content Management System acts as a central hub for all content publishing and ensures that the right content is delivered to the right audience at the right time.

Search Engine Optimization (SEO)

When consumers have a need, either for a product or any information, Search is most often the first port of call. The search query contains signals of intent that can be leveraged by marketers and it is an important lever to increase organic traffic. SEO helps in understanding the trends in searches and helps companies define their content strategy.

Conversion Rate Optimization (CRO)

CRO is the process of converting visitors to customers and hence increasing the conversion rate. Conversion could be the performance of an intended action. It could be purchasing a product, enrolling for a program, subscribing for a newsletter or adding an item to

cart and so on. SEO and CRO go hand in hand. While SEO directs traffic to the website, CRO ensures higher engagement and conversion. CRO tools have a range of features that allow marketers to run A/B testing, analyze visitor behavior, and ultimately boost the conversion rate.

Customer Data Platform (CDP)

One of the primary functions of a CDP is to create a persistent unified customer database that is accessible to other systems.

A CDP integrates a variety of first party, second party as well as third party data from a range of sources like CRM, offline transactions, online transactions, social media or any other external source of data. The nature of data includes demographics, transactional, behavioural, engagement as well as qualitative data. A CDP typically connects to a wide range of data sources using built-in connectors.

A CDP is much more than a customer single view. It not only integrates data from diverse sources, the data is also made readily available to be integrated downstream by various applications. CDP also has provision for many functionalities like segmentation, analytics and reporting capabilities through which brands can hyper personalize their engagement.