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Sitecore. Compelling Web ExperiencesSitecore Customer Engagement PlatformPage 1www.sitecore.net

Sitecore. Compelling Web ExperiencesAgenda To Engage or Not to Engage Conversation Leads to Conversion Customer Engagement Platform Demo: How It Works Q&APage 2www.sitecore.net

Sitecore. Compelling Web ExperiencesAverage website conversion rateFirst week in May ‘112.20%Source: Fireclick IndexPage 3www.sitecore.net

Sitecore. Compelling Web ExperiencesU.S. Online Ad spending in 2010 25.8 BNSource: eMarketer.comWe tend to spend most of the digital marketing budget on attractingvisitors, with Paid Search being the highest.Page 4www.sitecore.net

Sitecore. Compelling Web ExperiencesVisitors are leaving your website“.it is really hard to get a bounce rate under 20%,anything over 35% is cause for concern.”Source: Avinash KaushikPage 5www.sitecore.net

Sitecore. Compelling Web ExperiencesThe math 10,000 visitors 2,000 are irrelevant 176 are persuadedWe tend to accept bouncerates between 20-35% asgood, like ”there willalways be visitors bymistake”This is a persuasion rate of2.20%.However missed opportunitiesare 97.80%, leaving 7,824visitors ”un-persuaded”!Is this acceptable?Page 6www.sitecore.net

Sitecore. Compelling Web ExperiencesOne company’s website launch CMS was merely 1 of 8 toolsPersonalizationAnalyticsSEOAnalyticsContent managementLead scoring andnurturingEmail marketingCRMPage 7www.sitecore.net

Sitecore. Compelling Web ExperiencesWhat’s wrong with customer engagement today?FUNDAMENTAL FLAWSPage 8www.sitecore.net

Sitecore. Compelling Web ExperiencesProblem 1: Channels are silo’dProspectWeb SitesPage 9Social Mediawww.sitecore.netEmailMobile

Sitecore. Compelling Web ExperiencesProblem 2: Activity vs. resultsWhat Management Wonders:“What revenuedid that bring in?”What Marketing Reports:“We held 6 webcasts, 2 tradeshows,did 5 press releases and sent10 email campaigns last quarter.”Page 10www.sitecore.net

Sitecore. Compelling Web ExperiencesProblem 3: Waste and inefficiency Imagine a trade show where a company had multiple booths Each channel ran their own booth and only talked if they happenedto run into each other in the hallway Independent budgets, messaging, goals, and measurements Yet they were targeting the same customer Prospect wonders: Why are they saying different things? Is this how it’s going to be if I become a customer? How do I know I’m getting the best offer?“Optimization? We’rejust barely staying afloat.”Page 11www.sitecore.net

Sitecore. Compelling Web ExperiencesProblem 4: Tidal wave of data Locked in different channelsilos Channel and campaigncentric vs. prospect centric Spreadsheet hell“We create as muchinformation in two days now aswe did from the dawn of manthrough 2003.”- Eric Schmidt, CEO, GooglePage 12www.sitecore.net

Sitecore. Compelling Web ExperiencesMeanwhile Marketing is under pressure to show results Do more with less Prove the function’s valuePage 13www.sitecore.net

Sitecore. Compelling Web ExperiencesConversation leads to conversionTHE CUSTOMER JOURNEYWITH SITECOREPage 14www.sitecore.net

Sitecore. Compelling Web ExperiencesWhat is the Customer Engagement Platform?The Sitecore Customer Engagement Platform enables customer-facingorganizations to engage in 1:1 conversations with individualcustomers, across any channel, to move the conversation forwardfor measurable business results.Benefits Single platform to manage customer engagement – 1 platform, 1view of the customer Understand and optimize performance across channels One cross-channel conversation that progresses over time witheach interaction building on the last Results in one channel influence the others – no more silos Proactively nurture toward conversionPage 15www.sitecore.net

Sitecore. Compelling Web ExperiencesPage 16www.sitecore.net

Sitecore. Compelling Web ExperiencesThe Customer JourneyTodayDownloadwhitepaperI wantto buy Sign dom Acts of ompetitorsHow do Idecide?Page 17Readblogswww.sitecore.netChatonlinewith CSAskboss

Sitecore. Compelling Web ExperiencesYour view What does he want? Where is he and where is he going? Why didn’t he respond to this webinar invite? That web content?That email offer? Is he talking about us in social media? Is he ready for sales yet?Which offer did he see last?Is he a customer already?How interested is he?Confused Guessing FrustratedPage 18www.sitecore.net

Sitecore. Compelling Web ExperiencesYour prospect’s view This doesn’t answer my question How did I end up here? I’m not sure what to do next That doesn’t make sense I already told you that The left hand doesn’t know what the right hand is doing Is this how they’ll treat me when I’m a customer?Annoyed Disrespected FrustratedPage 19www.sitecore.net

Sitecore. Compelling Web ExperiencesWhy is it so hard? Technology has reached a tipping point Too many silo’d channels having their own conversations Tools are disconnected No connection between channels, no shared prospect knowledge, nocommon goals Tools help marketer to manage an individual channel at expense ofoverall business results No common language Separate reporting, list management, calendars, metrics, scoringPage 20www.sitecore.net

Sitecore. Compelling Web ExperiencesOne-sided conversations don’t go very farHey prospect, we havedone market studies andknow who you are!Page 21Hey prospect, here is anew product!www.sitecore.net

Sitecore. Compelling Web ExperiencesMarketing needs to engagevs. Page 22FlashyShort-lived, 15 minutes 1x/yearNo lasting substancePurchased engagementwww.sitecore.net Engaging conversationListening & adaptingLong-term relationshipsEarned engagement

Sitecore. Compelling Web ExperiencesConversations lead to conversions Conversations are 2-way interactions All participants have their own goals There is a natural cadence to conversation, even onlineWhat makes an online conversationbetween a prospect and company flow? Remembers the previous interaction andcontinues where it left off ‘Speak’ in context of the prospect’s needs vs.marketing Anticipate needs and be ready Ask questions to learn morePage 23www.sitecore.net

Sitecore. Compelling Web Experiences30 day after trial,receive e-couponfor promotionThe Orchestrated Customer JourneyI wantto buy RecommendWhite paper infollow-up VideoRead 3rdPartyreviewLike OnFacebookOrchestrated orsHow do Idecide?Based onkeywords, makerecommendationsReceiveEmailofferEmail based onareas of interestfrom last web visitPage 24Chatonlinewith CSCSR notes pastemail and webhistory andrecommendsfree trialwww.sitecore.netPurchaseusingpromotion

Sitecore. Compelling Web ExperiencesYour view He’s at this point in his journeyThis is what he’s most interested in nowThese are the issues we most need to addressThese issues are not important to himHe’ll probably be ready to talk to sales or purchaseby This is the info that’s important for sales to close thedealPage 25www.sitecore.net

Sitecore. Compelling Web ExperiencesYour prospect’s view I should probably look at this nextThey know what I want before I knowI hadn’t thought of that but it’s importantThey really understand what I needThey understand my business thoroughlyThat answered my question fullyThey’ve thought of everythingI’m ready to buy; talk to salesPage 26www.sitecore.net“That was easy.”

Sitecore. Compelling Web ExperiencesCustomer Engagement PlatformHOW IT WORKSPage 27www.sitecore.net

Sitecore. Compelling Web ExperiencesEngagement AnalyticsQuickly understand exactly how effectiveyour marketing is at engaging visitors. Balance quantity of traffic with quality Understand the quality of your traffic Balance traffic goals with actual engagement metrics One unifying KPI for all channels and campaigns Compare campaigns, traffic sources, keywords, all with a single metric Layer engagement value on top of visitor traffic Make better informed investment decisions Quickly understand what’s working and what isn’t Gain confidence in traffic reportingPage 28www.sitecore.net

Sitecore. Compelling Web ExperiencesHow is Our Website Doing Overall?Page 29www.sitecore.net

Sitecore. Compelling Web ExperiencesHow is Our Website Doing Overall?Page 30www.sitecore.net

Sitecore. Compelling Web ExperiencesHow are our campaigns performing?Page 31www.sitecore.net

Sitecore. Compelling Web ExperiencesWhere and how do we spend our next dollar?Page 32www.sitecore.net

Sitecore. Compelling Web ExperiencesHow can we compare across channels?Page 33www.sitecore.net

Sitecore. Compelling Web ExperiencesHow can we compare across channels?Page 34www.sitecore.net

Sitecore. Compelling Web ExperiencesExperience EditingPut the power of personalization intothe hands of business users. Inline personalization Set personalization and content values at the item level Toggle between content variations and edit in context Preview user experiences on the page Personalize by profile cards and patterns Profiles and keys rolled up into easily understood profile cards withvisual patterns Assign profile cards as guides for page editors Personalize by automation state Personalize web content by in engagement automation programsPage 35www.sitecore.net

Sitecore. Compelling Web ExperiencesPattern examplesPage 36www.sitecore.net

Sitecore. Compelling Web ExperiencesA 360-degree customer viewPage 37www.sitecore.net

Sitecore. Compelling Web ExperiencesOrchestrate across channelsProactively guide cross-channelconversations in a simple drag and drop flow. Engage where your audience chooses Stay in context when your audience crosses channels Proactively drive the conversation forward Deliver relevant content at the right time, in the right channel Deliver more relevant content, in context with the audience journey Harness insight from one channel to power the next Pre-integrated with CMS, email and analytics Cross-channel ready out of the box Customize to fit your unique business needsPage 38www.sitecore.net

Sitecore. Compelling Web ExperiencesB2B nurturing Day 1: Follow up with introductory email Day 10: Email offering new content related tofirst download and subsequent web site activity Day 15: Personal email from sales rep Day 30: Email best practices white paper Day 45: Call from sales rep to ‘check in’ Day 60: Email promoting webinar series Day 75: Personal email from sales rep offeringdemo Day 85: Call from sales rep to schedule inperson meeting Day 90: Send sales proposal via emailPage 39www.sitecore.netMeet Steve. Heread about ournew white paperon a blog posting,clicked on a URL,arrived on alanding page anddownloaded theasset. And awaywe go.

Sitecore. Compelling Web ExperiencesAbandoned shopping cart Shopper places 350 item in cart butdoesn’t complete purchase Wait 2 hours: Send email with free shipping offer and displayoffer on website Wait 3 days, if no purchase: Send email with better discountand display offer on website If email opened but no purchase and total was more than 300:Call from customer service rep offering to help complete theorderPage 40www.sitecore.net

Sitecore. Compelling Web ExperiencesWhere to start Use goals and value metrics to understand and drive Quality Campaign management to optimize Marketing SpendConditional personalization to drive RelevancePersonas to profile ContentPredictive personalization to target with relevant content, based onBehavior Engagement Automation and E-mail Campaign Manager to ‘speak’to your target audience Engagement Analytics to measure marketing effectivenessPage 41www.sitecore.net

Sitecore. Compelling Web ExperiencesHow it worksCUSTOMER ENGAGEMENTPLATFORM DEMOPage 42www.sitecore.net