Transcript The Next Marketing Era: Marketing's Digital Command Center

The Next Marketing Era:
Marketing's Digital Command Center
Introducing Sitefinity Version 8.0
March 17th 2015
CONFIDENTIAL
Today’s Speakers
Ted Schadler, VP and Principal Analyst
Forrester Research
Ted serves Application Development & Delivery Professionals. He has 27 years of experience in the technology industry, focusing on the
effects of disruptive technologies on people and on businesses. His current research agenda analyzes the expanding role of content and
content delivery in a mobile-first, digital-always world, including the effects on web content management and digital experience delivery
platforms.
Tim Ahlenius, Director of Experience Marketing
Americaneagle.com
Tim couples practical, strategic thinking with years of real-world management and technical skills. For over 15 years, he has been involved
in building, designing, and executing websites for high-profile customers such as Stuart Weitzman, Club 21 Global, Beretta, Erehwon
Mountain Outfitters, and USTA. From marketing to design and user interface layouts, Tim has worked on numerous strategy projects,
helping guide clients into the next steps for their website and online marketing needs with the support of valuable metrics, gleaned from
analytics analysis, SEO analysis, competitive analysis, mobile and social engagement statistics.
Martin Kirov, VP of Product Management and Marketing Sitefinity,
Telerik, A Progress Company
Martin has led the development and growth of this division, since inception and is the architect behind its multinational sales and
marketing. Kirov established and continues to oversee the division’s rapid global growth including leading all Telerik Sitefinity
business teams and is actively involved in tailoring the Sitefinity product and service offering to meet the evolving needs of the
digital marketing marketplace.
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Agenda
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The Age of the Customer – Ted Schadler
The New CMS Requirements – Tim Ahlenius
Introduction to Sitefinity V8 – Martin Kirov
Demonstration – Svetla Yankova
CONFIDENTIAL
Master The Critical Role Of Context
In Great Customer Experiences
Ted Schadler
Coauthor of The Mobile Mind Shift
@TedSchadler
We live in the age of the customer
© 2014 Forrester Research, Inc. Reproduction Prohibited
5
74%
of global business and technology
decision-makers assert that
improving customers’ experience is
a critical or high business priority.
24%
Rank it as the most important
initiative in the next 12 months.
Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2014
© 2014 Forrester Research, Inc. Reproduction Prohibited
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And that means on every step of a
customer’s journey
Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited
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High-scoring customer experience
companies far outperform their peers
Forrester’s Customer Experience Index mapped to S&P
performance over the past five years
60%
43%
40%
15%
20%
0%
-20%
-40%
Leaders pulled
ahead by 20% in
2013 alone.
Customer Experience
Index leaders
© 2014 Forrester Research, Inc. Reproduction Prohibited
Overall S&P performance
-34%
Customer Experience
Index laggards
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What changes in the age of the customer?
› Customer expectations change
› Delivery changes
• Mobile-first and multi-touchpoint
• Responsive based on context
• Contextual to me and my situation
• Consistent across the lifecycle
› Urgency changes
• Digital affects all channels
• Executives tune in and care
© 2014 Forrester Research, Inc. Reproduction Prohibited
› Technology changes
• New digital experience delivery
platforms
• New stakeholders and budgets
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The demand for mobile apps and sites is
generational
Percent that agree or strongly agree with the statement
I expect companies to have a mobile app
80%
73%
I am more likely to return to a website in the future if it is mobile-friendly
70%
70%
60%
54%
58%
55%
23% expect their experience
to change based on location.
48%
50%
40%
46%
35%
43%
37%
41%
32%
30%
20%
10%
0%
Gen Z (18-25)
Gen Y (26-34)
Gen X (35-48)
Younger Boomers Older Boomers (59- Golden Generation
(49-58)
69)
(70 and older)
Source: Business Technographics Global Telecom And Mobility Workforce Survey, 2015
© 2014 Forrester Research, Inc. Reproduction Prohibited
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The mobile mind shift is the
expectation that I can get what
I want in my immediate context
and moments of need.
Image source: Associated Press (AP.org), photo by Michael Sohn
© 2014 Forrester Research, Inc. Reproduction Prohibited
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Behavior
Social profile
Device
History
Context defined: the sum total of
everything we know about a
customer based on her behavior,
history, and what she has shared
Preferences
Channel
© 2014 Forrester Research, Inc. Reproduction Prohibited
Location
12
Context in action
© 2014 Forrester Research, Inc. Reproduction Prohibited
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Context is the new remit.
But how do you take
advantage of it?
© 2014 Forrester Research, Inc. Reproduction Prohibited
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Plot context on every step of the lifecycle
Customer reviews and stories
Customer communications
Social media interactions
Loyalty application
Educational content
Service request forms
Self-service portals
Employee portals
Live chat
Communities
Marketing content
User-generated content
Search engine optimization
Microsites and landing pages
Digital marketing: email, mobile, social
Key:
WCM-hosted
WCM-supported
Product content
Video content
Ratings and reviews
Targeting
Faceted search
Product configurators
Shopping tools
Recommendation engine
How to guides
How to videos
Customer portals
Partner portals
© 2014 Forrester Research, Inc. Reproduction Prohibited
Transaction integration
Inventory integration
Live chat
Loyalty application
These capabilities support every step:
Content authoring and management
Mobile web and mobile apps
Digital asset management
Analytics
Customer data and segmentation
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Implement a digital experience delivery platform
Analytics
& Insights
Touch points
Contextual delivery at “the glass”
Customer
database
© 2014 Forrester Research, Inc. Reproduction Prohibited
Commerce
Content
Service
Other
services
Extensions, APIs,
& custom code
Marketing
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Tap into marketing and business budgets
“What percentage of the
technology and services budget
for customer-facing web and
mobile initiatives do these
groups own?”
Other
4%
IT
36%
Business
30%
Marketin
g
30%
Base: 135 digital customer experience decision-makers
Source: Forrester Research, Digital Experience Delivery Online Survey, 2015
© 2014 Forrester Research, Inc. Reproduction Prohibited
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Master contextual experience delivery
1
Define your strategy
• Determine your brand’s North star.
• Identify your unique interaction cycle in support of that.
2
Reorganize your
processes
• Reconceive the role of content to provide utility.
• Embrace iterative and agile approaches.
3
Assemble your digital
experience technology
• Take inventory of your existing technology assets.
• Identify technologies needed to build the experiences.
4
Accelerate innovation
with analytics
• Use big data technologies to get predictive.
• Compress the insights-to-execution process.
Thank you
Ted Schadler
[email protected]
blogs.forrester.com/ted_schadler
@tedschadler
The New CMS Requirements
Tim Ahlenius, Director of Experience Marketing
AmericanEagle.com
CONFIDENTIAL
Challenges for Digital Marketers
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Marketers need to create a unique personalized digital
experiences requiring a responsive CMS
Big data cannot mean big effort
Organizations need advanced digital marketing
features, but they are often the hardest to use
Technology has to continually learn and recommend
options
Real Word Examples of the Sitefinity Digital Experience Cloud
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The Publisher
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Focused on segmentation and personalized content to drive unique
experiences for schools, library and individuals
Increased optimizations for subscription sign-ups and initial leads
More effective targeting of their vast amount of reference material
The Association
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Target content to both their members and general public
Understand content consumption per segment
Introducing
Sitefinity Digital
Experience Cloud
Martin Kirov
VP Product Management & Product Marketing
CONFIDENTIAL
Organizational Silos
Social Media
Team
Twitter
followers,
retweets etc.
Demand
Generation
Team
Inquiries,
Whitepaper
downloads
Sales Team
Calls,
Meetings
Content
Marketing
Team
Blog visits,
comments
etc.
Who owns the entire
Customer journey?
Functional Challenges
Digital Marketing Today
The Future of Digital Marketing
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Customer Engagement data
stored in various disconnected
systems
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Aggregate - customer engagement data
from all channels and all systems is
stored in one central place
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A lot of customer data is hard or
impossible/too time consuming to
analyze
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Analyze – apply machine learning to identify
behavior patters and provide data-driven
insights and recommendations
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Adapting the experience to
customer behavior is challenging
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Engage – optimize the
experience of each customer
across channels
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Predicting marketing results and
proving the effectiveness of
campaigns is hard and
inaccurate

Measure - ROI from marketing
campaigns can be proven.
Introducing Sitefinity
Digital Experience Cloud
The Digital Marketing Cloud Platform for tracking analyzing and shaping every
step of the customer journey
CRM
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Salesforce
MS Dynamics
Other
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Sitefinity
Non-Sitefinity Websites
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Facebook
Twitter
LinkedIn
Website
Social Media
Data Upload in
Standard Format
Digital
Experience
Cloud
Measurement
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Conversion Tracking
Campaign Tracking
Marketing Attribution
Marketing Automation
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Marketo
Eloqua
HubSpot
Mobile Apps
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Mobile SDK for custom
data
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Relational Databases
Excel
Custom
Customer Journey Analysis
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360° Degrees Contact Profiling
Predictive Analytics
Prescriptive Analytics
Persona Profiling and Lead
Scoring
Customer Journey
Optimization
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Real-time Personalization
Email Marketing
Calls, etc.
Sitefinity V8.0
Digital Experience Cloud
Experience Delivery
Platform
Understand and Optimize
the Customer Journey
Deliver Guided Customer
Journey Across Channels

Customer Journey
Analysis
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Predictive and
Prescriptive Analytics

Measurement and
Optimization
CONFIDENTIAL
Analyze
Act

Web

Mobile

Ecommerce

Email Marketing

Social Media
Sitefinity Digital
Experience
Cloud Demo
Digital Command Center
for Marketers
CONFIDENTIAL
Questions?
www.sitefinity.com
[email protected]
CONFIDENTIAL