Zoho Unifies Marketing Operations With A New Platform

Zoho Corporation has revealed Zoho Marketing Plus, a new unified platform that brings together marketing activities across campaign ideation, creation, execution, management, and measurement, providing stakeholders across the entire marketing organisation with a single, shared view of critical information for improved collaboration and results. The new marketing platform increases the effectiveness of digital marketing strategies by giving marketing leaders a deeper understanding of customer preferences and behaviors so they can deliver dynamic, high-value customer experiences that drive brand affinity and customer happiness.

CMOs require their teams to leverage technology solutions that capture customer insights in ways that add value both to the business and customers. Through automation and business intelligence, the platform synchronises engagement data to help marketing teams better understand customers, make more informed decisions, and ultimately drive better results, growth, and revenue.

"Consumers and digital marketing continue to evolve at warp-speed, and marketers are struggling to keep up. It's becoming increasingly difficult to properly manage multiple campaigns, channels, customer profiles, data, and ROI," said Mani Vembu, Chief Operating Officer at Zoho. "The complexity of data and personalisation at-scale only raises pressure on marketers and CMOs to deliver effective campaigns and revenue. By eliminating redundancies and confusion arising from multiple siloed solutions, Zoho Marketing Plus maximises productivity and teamwork, allowing marketers to stay nimble and collaborative amid evolving customer needs. When marketers aren't bogged down by operations, they can deliver creative campaigns that promote meaningful relationships between the brand and customers."

The unified platform empowers marketing teams to build continuous and consistent experiences for end customers and deliver more personalised journeys through:

Improved Collaboration Across Campaigns: Marketing teams will be able to connect and collaborate on various projects in tandem and with ease, enabling users to create, manage, execute, monitor individual activities across different stakeholders, and accurately track the progress of each task and brand asset. The platform delivers a strong creative suite that empowers teams to develop and improve marketing assets through comments, with the ability

to maintain version control with flexible sharing capabilities for both internal and external stakeholders.

Streamlined Management of Marketing Projects: Brand Studio eliminates the need for siloed solutions by serving as the centralised workplace where marketing campaigns can be created and managed. Users strengthen the brand from a single, unified platform where they can oversee all marketing strategies and progress. Capabilities like Brand Assets, powered by Zoho Workdrive, for example, help digital marketers better manage documents and assets, serving as the repository for all project support materials.

Unified Digital Brand Asset Creation and Repository: Documents, presentations, sheets, videos, and other files can be kept in a single shared space, making assets easy to locate, reuse, or share. Machine-learning-powered search capabilities streamline team efforts, quickly and accurately locating the correct file.

Strong Marketing Automation Capabilities: Customer insights are surfaced through AI-powered data analysis, which activates marketers to design the journeys customer respond to best. The platform tracks engagement and response data of customers, giving marketing teams insights to improve their journeys over time. This clear and granular understanding of customer behavior gives marketers the ability to collaborate with customers like never before, ultimately delivering experiences that speak to their unique wants and needs.

Omnichannel Engagement: Customers bounce between channels and devices regularly, yet marketing teams can be ill-equipped to adapt to this rapid movement. Zoho enables marketing teams to access and manage all channels, driving better connections with customers and brand engagement. Email campaigns, social media, customer surveys, webinars, events, and more can be created and managed from one single interface within the platform.

Supported Integrations: Zoho's new marketing platform supports strong integrations with third-party solutions, making it easy to share data and insights where needed. For example, sales teams can connect insights from Zoho CRM to existing systems like Salesforce CRM, Microsoft Dynamics CRM, HubSpot, and more to help measure how much marketing spend is converting to sales. Other key integrations across finance, commerce, and event management strengthen the connections between apps that marketers already have in their arsenal. Platform integrations include Google Ads, Facebook Ads, Google Analytics, Google Search console, YouTube, Survey Monkey; on the finance side it integrates with QuickBooks, Xero, Stripe; on the commerce front it integrates with WooCommerce and Shopify; and on the events front, it integrates with Eventbrite. Integrations can be accessed via Zoho Marketplace from the Campaigns and Analytics sections of the platform.

Accurate and Real-Time Measurement: Real-time data aggregation and analytics deliver business intelligence that helps marketing teams and leaders determine true marketing ROI. Integrations further support a more accurate view of customer impact, ROI, and revenue growth projections.

The unified platform includes a vast array of integrated capabilities aimed at helping digital marketers achieve greater results through simplified processes, tighter collaboration, shared assets, and consistent data. Zoho Marketing Plus combines the capabilities of multiple Zoho applications including Campaigns, Social, Webinar, Analytics, Marketing Automation, Workdrive, PageSense, Survey, and Backstage. This newest iteration of Marketing Plus will continue to evolve through tighter integrations with existing Zoho tools such as Cliq, as well as new apps including LandingPage, a no-code page builder that enables marketers to create high-converting website landing pages in minutes without needing a developer-level skillset.