With today’s experience-based digital economy, customer expectations never had it better. They demand relevant, timely, and frictionless experiences on all channels—email, web, mobile, or social. Brands that fail to deliver personalized experiences risk losing attention and loyalty.
Kentico’s Contact Management capabilities transcend this obstacle positively, enabling marketers and organizations to customize digital experiences by gathering actionable insights for every visitor. You can generate leads, personalize, or automate customer contact, as needed, but Kentico helps you design customer journeys that produce results.
1. What Is Contact Management in Kentico?
Kentico’s Contact Management module is a one-stop command center for your customer data. It consolidates information about website visitors and customers to allow you to track activity, score leads, and construct personalized marketing experiences.
Key Benefits:
- Unified Customer View: Conflates session- and device-based behavior.
- Actionable Insights: Transforms raw data into marketing intelligence.
- Behavioral Targeting: Tracks intent and engagement to inform strategy.
With every click, scroll, and form submission, Kentico builds a rich profile that serves as the foundation for better marketing choices.
2. Building Complete Contact Profiles
A contact profile is more than just a name and email address—it’s an engaged, dynamic collection of user preferences and behavior information. Kentico gathers information across channels to create profiles that establish a visitor’s complete experience.
Data Points Collected Include:
- Page views and navigation behavior
- Clicks on calls-to-action
- Form submissions and downloads
- Time spent on each pages
- Purchases, abandoned carts, etc.
Use Case: If a visitor comes to a blog post on “eCommerce Security” three times, Kentico can flag them as interested in security solutions, assign them a lead score, and automatically include them in a matching drip campaign.
3. Segmentation for Personalized Experiences
Good personalization begins with proper segmentation. Kentico enables you to define dynamic contact groups based on rule-based logic that dynamically updates.
Examples of Segmentation:
- Customers who did not make a purchase in 90 days
- Visitors from a specific area who viewed pricing pages
- Leads who opened an older campaign but not converted
- You can deliver targeted campaigns with segmented features, matching the requirement and intent of a user with segmentation.
Advanced Tip: Mix behavior (e.g., clicking on a product video) with demographics (e.g., belonging to a B2B segment) to create very targeted audience clusters.
4. Touchpoint Automation through Marketing Automation
Kentico automation goes beyond email scheduling. It allows you to create sophisticated workflows that respond intelligently to user behavior. These workflows guide users through customized journeys depending on their interaction with your brand.
Example Workflow:
- A user downloads a whitepaper.
- Kentico provides them with 10 engagement points.
- They are placed in a nurture stream with a series of value-based email messages.
- If they click a price page link, they receive an offer which is personalized and flagged for sales follow-up.
Efficiency Boost: Utilize “if/then” logic to handle multiple streams of users without the need for human intervention.
5. Integrating with CRM and External Systems
A customer journey does not end at your site. Kentico makes it seamless with seamless integration with top CRM and ERP platforms.
Supported Integrations Are:
- Salesforce
- Microsoft Dynamics 365
- HubSpot
- Custom REST API connections
- With bi-directional sync, your sales, marketing, and support teams stay in sync and current, so that no opportunity or issue falls through the cracks.
Real-World Advantage: The sales representative is able to see the most recent interactions a lead had with your site—what they downloaded, what pages they viewed, and what emails they opened—prior to making the call.
6. Privacy and Compliance
Today, when privacy regulations such as GDPR, CCPA, and others are aggressively enforced, becoming compliant is no longer a matter of choice but a necessity.
Kentico delivers features to make you:
- Receive user consent to track and use for email marketing
- Anonymize or delete user data on request
- Maintain granular audit trail of consent activity and marketing consents
Compliance Tip: Leverage Kentico’s integrated consent management module to record auto-opt-ins, with audits being hassle-free and simple.
7. Real-Time Personalization for On-Site Interaction
Apart from email and CRM synchronization, Kentico’s Contact Management also enables real-time on-site personalization. Using user behavior and profile data, you can present dynamic content blocks, banners, and calls-to-action that speak directly to that individual.
Examples of On-Site Personalization:
- Showing regional shipping information based on geolocation
- Showing recently viewed or similar products
- Emphasizing customer success stories in the same industry
Engagement Insight: Customized landing pages can increase conversions up to 300%, according to industry reports.
8. Ongoing Optimization Reporting and Analytics
Kentico provides robust analytics to monitor the way contacts are engaging and flowing through the process.
Track Metrics Such As:
- Contact engagement scores
- Segmented campaign performance
- Workflow effectiveness and drop-off points
- Conversion funnels and bounce rates
These insights allow marketers to optimize on the fly, test new ideas, and create user journeys grounded in actual behavior.
Conclusion
Kentico’s Contact Management isn’t just a CRM—its a strategic force for creating meaningful, data-driven customer journeys. From detailed profiling and real-time segmentation to automation and analytics, Kentico allows brands to escape static marketing and provide dynamic, one-to-one experiences.
By investing in these skills, you not only spur engagement and conversions—you build the kind of long-term relationships that fuel sustainable growth in today’s competitive digital landscape.
