Welcome to the world of web. It’s an ever-changing environment where technology is constantly advancing, and new tiers of digital marketing tools are allowing teams around the world to foster striking digital experiences. The web opens doors to critical first impressions. Your website is a quite significant piece of your business model and is typically the first place your customers and prospects will learn about you and should be the best possible representation of your brand. Over the years, content management systems (CMSs) and digital experience platforms (DXPs) have significantly helped with streamlining how marketing teams approach digital projects. In other words, it’s not just a developer’s landscape anymore. 

While there are various avenues to go down when it comes to choosing the perfect CMS and DXP, we figured we'd get more into the nitty gritty with one of our personal favorites.
 

Meet Kentico: The Digital Marketer & Developer "Sweet Spot"

We've been in the game for a while, so we know a thing or two about Kentico, and some of our past work has previously been recognized as standouts of innovation. Take Azzur.com, a product for our client, Azzur Group, and a Kentico Site of the Month Recipient in 2021 in the business-to-business (B2B) category. What you see on a web page or through an email campaign is just a taste of the entire process. Let us take you into the world of Kentico and how you can leverage the platform even if you have minimal back-end experience. We'll also sprinkle in some of our personal favorite features that Kentico offers when it comes to creating digital gold. P.S.: we're also a Kentico Gold partner.

So, let's dive in.
 

Full-Scale Solutions

Teams utilize Kentico for a variety of reasons because it offers many user-friendly solutions for managing workflow and creating, optimizing, and publishing web content. It's also equipped with functionalities for digital marketing elements, such as email marketing, campaign building, and search engine optimization (SEO). Depending on the CMS and DXP features you decide to utilize, Kentico offers the perfect tools to help you leverage it all.
 

Why We Love Kentico

So as a digital marketer, you're probably looking for a program that can handle numerous tasks without being too complex. With the help of your development team, Kentico ups your game and helps you leverage conversion growth with advanced features so you can make the most of your content and get it in front of the right eyes. Here are some of the must-have features we've used for our clients that will surely be a game-changer for you as well.
 

Simplified Page Builder

Creat eye-catching content sections in just a few clicks with the drag-and-drop page builder widget. Here, you can design the layout of your page by selecting your preferred column layout. Or, if you're looking for a faster way, you can select a default template, which you can customize by looking at some of your top-performing landing pages and copying them for reuse. And just as you can reuse templates, you can also do the same with assets, such as photos or videos, by easily adding them to the media library for future use. Oh, and did we forget to mention that you can personalize page widgets and curate unlimited personalization variants or conditions to help dictate how they're displayed to someone on the front end? Yeah, you can do that too.
 

Custom Forms

Kentico offers a built-in form builder, which helps collect valuable customer data that you can further use to leverage your business and hit your goals. Even with little to no technical experience, the form builder offers various elements to choose from when inserting a form onto a web page. To keep your audience engaged, you can opt for smart forms with defined mandatory fields to capture insights quickly. Once available, you'll be able to leverage form fills by segmenting contacts into specific contact groups, send personalized emails, and utilize these analytics to nurture leads through a marketing automation process. Want those forms to sync with your CRM? Kentico handles that in just a few clicks.
 

Web Analytics 

Gain valuable insights into consumer behavior by leveraging first-party analytical data regarding their journey through your site. Gather data about web visitors, email recipients, customers, and users, and curate personalized content specifically tailored to what they want to see. Kentico analytics offers customizable reports with real-time data to help you boost conversions, increase traffic to your website, and enhance your conversion strategy. 
 

Workflow & Versioning

Your process just got even more efficient with workflow customization. By setting up automated content management workflows, you can streamline the entire content publication process, from the initial first draft to launch. Through a drag-and-drop interface, Kentico's workflow designer allows you to configure the exact step-by-step process that you'd like to use for creating, delivering, approving, and publishing content. Make the process even more agile by assigning specific roles to users, such as owners, content editors, and final approvers. Need to look back at a previous version of a page? The system records it all. Whenever you save a document, a new version is automatically created, and you can look back at the previous document in the future through version viewing. 
 

Lead Scoring

You want to generate high-quality leads so you can follow up with them and turn them into loyal customers. WIth lead scoring through Kentico, you can focus on the areas that matter most to you and your business by defining specific rules based on the goals you want to hit. You can then measure the quality of your leads using the customer profile values you've assigned, such as their location or job title, and their journey through your site, such as engagement rate, document downloads, or form submissions.
 

A/B Testing

You're constantly looking to increase time on your site and reduce friction to conversion. Through A/B testing, you can easily track performance and determine the highest-performing pieces of content. Say you're looking to start a campaign and want to test out two different styles for a landing page. You can set up and manage both versions of that page and target different segments of your audience, run them in different regions, and assign conversion values to determine performance. Once you've determines which page performed best, you can publish it to go live everywhere. 
 

SEO Functionality

Increase organic web traffic, and grow visibility through SEO. Kentico's SEO features help you generate more quality leads by optimizing your website to get you in front of a broader audience. Make your website "search-engine-friendly" by opting for logical URL structure to make it simpler to determine where a piece of content lives within your website, and that will easily allow web crawlers to index your content so it shows up in search results. You thought we were done? With the help of your friendly web developer, you can also optimize your HTML and CSS code, as well as your Metadata, to ensure best SEO practices, know when you need to rework something with seamless code validation, and confirm your site is indexed correctly with Google Search Console.
 

Contact Management

One of the first rules of marketing is to know your audience. Kentico understood the assignment, which is why they've integrated contact management tools, ones that all marketers should treasure. Leverage collected data, segment your audience into respective groups, and create buyer personas to determine their place in lead scoring. Analyze each person's journey through your site to gain a better understanding of their habits, and take any insights you gather to enhance further rmarketing efforts.
 

Start Creating Memorable Experiences

We could go on forever about ways your team can utilize Kentico to build the biggest and best digital solutions for your customers, but instead, it's probably time for you to stop and think about which features you want to begin to take advantage of. Whatever you decide, we'll be at the ready to help you make the most of your quest. Let's connect and master marketing gold.