The Three “Big Be’s” ofDigital Customer Experience

Tom WentworthCMO

tom.wentworth@ektron.com@twentworth12

Agenda

• Why Marketing Must Change

• The “Three Be’s” of Digital Customer Experience

• Introducing the Ektron Digital Experience Management solution & partnership with HubSpot

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EVERYONE IS TIRED OF MARKETING INTERRUPTING THEIR LIVES

..The Marketing Playbook is BROKEN.

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WE NEED TO STOP

WASTING OUR

CUSTOMERS TIME

BEING IRRELEVANTE X A M P L E : F L I G H T S T O LO N D O N

BE RELEVANT

where’s Boston? where’s London?useless

promotion

BEING RELEVANTE X A M P L E : F L I G H T S T O LO N D O N

BE RELEVANT

pre-selected London destination

relevant image

pre-selected Boston origin

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OUR CUSTOMERS

EXPECT BETTERWE HAVE TO

TRY HARDER

You have less than

seven seconds

to engage a visitor on

your website

…and one shot to make a

first impression

89% of consumers

began doing

business with a

competitor following a

poor customer experienc

e.

Source Forrester

Customers who engage with companies over social media spend 20% to 40% more money with those companies than other customers.

Source: eConsultancy

By 2016, 1,000,000,000consumers will have Smartphones

But only 20% of websites are optimized for mobile Delivery

Source: Gartner

The Three B’s of DIGITAL CUSTOMER

EXPERIENCE

BE RELEVANT

BE CONSISTENT

BE ITERATIVE

1) BE RELEVANTP E R S O N A L I Z E C O N T E N T D E L I V E RY

T O S I T E V I S I T O R S

BE RELEVANT

• Creating relevant marketing requires an understanding of your customers so you can present the right content at the right time

• Personalization improves ability to engage, convert, and retain visitors

• Leverage customer data and customer intelligence from multiple enterprise systems

• Content is King

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If Content is King. Context is Queen.

BE RELEVANT

BE RELEVANT

Site BehaviorProduct Interest

Visit PatternsPrevious Purchases

BE RELEVANT

EnvironmentLocation

Time ZonesDevice Type

BE RELEVANT

SourceReferring DomainSearch Keyword

Social

BE RELEVANT

Social GraphTwitter, Facebook

LinkedInGoogle+

BE RELEVANT

Customer DataSalesforceDynamicsHubSpot

WEB CONTENT

MANAGEMENT

Create, manage, publish and deliver relevant

experiences across digital channels.

CUSTOMERRELATIONSHI

PMANAGEMEN

TCollect information

about your customers and prospects, and manage and track

your interactions with them throughout each

stage of their buyers’ journey.

MARKETINGAUTOMATIONAutomate the process of lead management, lead

nurturing and lead scoring to further

drive revenue.

WEBANALYTICSAccess to advanced, real-time analytics

gives content editors and digital marketers the ability to measure results, see trends and optimize the customer

experience.

Unifi ed Customer Experience

2) BE CONSISTENTP R OV I D E YO U R A U D I E N C E S W I T H A

C O N S I S T E N T A N D I N T E G RAT E D C U S T O M E R E X P E R I E N C E AC R O S S

C H A N N E L S

BE CONSISTENT

• Shift from desktop to “Post-PC” devices

• Multichannel delivery

• Deliver consistentmessaging and aseamlessexperience acrosswebsites, mobile,and social networks

By the end of 2014, the installed base of devices based on new lightweight mobile operating systems like Apple iOS, Google Android and

Microsoft Windows 8 will exceed the total installed base of all PC based systems

Source: Gartner

Delivering Cross Touchpoint Customer Experiences Drives Need For New Capability

August 2011 “Harnessing The Convergence Of Customer Experience Management Solutions”

3) BE ITERATIVEA N A LY Z E A N D T E S T T O D E L I V E R T H E

O P T I M A L C U S T O M E R E X P E R I E N C E

AN

ALY

ZE

OPTIM

IZE

• Receive actionable insights into what’s working and what’s not working

• Access to advanced real-time analytics to measure results and see trends

• Understand performance of marketing investments

Traditional advertising

and marketing

techniques

Data driven marketing solutions and techniques

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“Continuous improvement is better than delayed perfection”

– Mark Twain

CONNECT CONTENT TO

REVENUE

GOAL: DRIVE BUSINESS OUTCOMESSale, Page View, Member, Lead, Admission, Donation, Loyalty, Awareness, Reputation, Advocacy

DIGITAL EXPERIENCE MANAGEMENTDeliver dynamic, personalized customer experiences across all digital channels.

Get FoundDrive more qualified traffic

Be RelevantPersonalize content delivery to site visitors

Be ConsistentProvide your audience with a consistent and integrated customer experience across channels

Analyze + OptimizeAnalyze and test to give the optimal customer experience

WEB CONTENT MANAGEMENTCreate, deploy, and manage enterprise-scale, global, dynamic websites.

Author, Manage, and Publish ContentWeb Content, Rich Media, Documents

DEVELOPER

MARKETER

AUTHOR

DESIGNER

W E B C O N T E N T M A N AG E M E N T

AUTHOREasy and fun, true WYSIWYG

authoring

MANAGEContent management for users,

developers, and designers

PUBLISHTo multiple channels – web, mobile,

email, and social

MULTICHANNEL

MULTILANGUAG

E

WEB CONTENT MANAGEMENT

DIGITAL EXPERIENCEMANAGEMENT

EKTRON + HUBSPOT• Ektron and Hubspot have formed a

partnership to deliver Digital Experience Management solution

• Who is HubSpot?

• HubSpot all-in-one marketing software helps companies attract leads and convert them into customers.

• What does the Partnership Mean?

• Ektron customers have access to HubSpot products, which have been integrated via the Digital Experience Hub

CONTENT TARGETING

Understand customer behavior and content to deliver the right experience to the right user at the right time in the right channel

CREATE TARGETING RULES

TARGETED CONTENT WIDGET

TARGETING CONDITIONS

SOCIAL GRAPH

EMAIL AND MARKETING AUTOMATION

Lead nurturing and marketing automation helps you provide personal attention to guide leads from “interested” to “sales ready”

TEST + TARGET EMAILS

CREATE EMAIL

WARM UP LEADS WITH TARGETED SERIES OF

EMAILS

SEND EMAIL TARGETED BY

BEHAVIOR

WEB AND MARKETING ANALYICS

Track all of your marketing activities and automatically generate rich reports

CONVERSIONS: SEE WHICH EVENTS MOVED

THE SALES PROCESS ALONG

SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC

AND LEADS

MAKE YOUR PAGES CONVERT

BETTER

MULTIVARIATETESTING

Maximize site performance through automated conversion rate optimization

CREATE MULTIVARIATE EXPERIMENT

PAGE VERSIONS

PAGE ELEMENTS

SEARCH ENGINE OPTIMIZATION

Easily pick the right keywords and find link-building opportunities that increase your website’s search rank

FIND & TRACK YOUR BEST-

PERFORMING KEYWORDS

IDENTIFY WHICH SITES ARE GIVING YOU LINK

LOVE

EVALUATE INDIVIDUAL PAGES

ON YOUR SITE

DXHDIGITAL EXPERIENCE HUB

Connects Ektron CMS to other technology platforms via supported connectors to help marketers deliver relevant customer experiences across all channels

• Founded in 1998

• Global operations with headquarters in Nashua, NH

• 200+ Employees

• Experienced executive team having 50+ years in WCM/DXM space

• Extensive implementation and technology ecosystem

• 35% Year over Year Software License Growth in 2011

• Over 3,700 customers and 12,000 sites

OUR MISSION: Empower marketers to connect content to revenue through best-in-class solutions for WCM and DXM

THE EKTRON STORY

LEADERS TRUST EKTRON