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Sitecore. Compelling Web Experiences

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Sitecore Customer Engagement Platform

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Agenda

• To Engage or Not to Engage

• Conversation Leads to Conversion

• Customer Engagement Platform Demo: How It Works

• Q&A



Average website conversion rate

2.20% Source: Fireclick Index

First week in May ‘11



U.S. Online Ad spending in 2010

$25.8 BN Source: eMarketer.com

We tend to spend most of the digital marketing budget on attracting

visitors, with Paid Search being the highest.



Visitors are leaving your website

Source: Avinash Kaushik

“..it is really hard to get a bounce rate under 20%,

anything over 35% is cause for concern.”



The math

• 10,000 visitors

• 2,000 are irrelevant

• 176 are persuaded

We tend to accept bounce

rates between 20-35% as

good, like ”there will

always be visitors by

mistake”

This is a persuasion rate of

2.20%.

However missed opportunities

are 97.80%, leaving 7,824

visitors ”un-persuaded”!

Is this acceptable?



• CMS was merely 1 of 8 tools

Personalization Analytics SEO

Lead scoring and nurturing

CRM

Email marketing

Analytics

Content management

One company’s website launch

http://www.marketo.com/



FUNDAMENTAL FLAWS

What’s wrong with customer engagement today?



Web Sites Social Media Email Mobile

Prospect

Problem 1: Channels are silo’d



What Marketing Reports:

“We held 6 webcasts, 2 tradeshows,

did 5 press releases and sent

10 email campaigns last quarter.”

What Management Wonders:

“What revenue

did that bring in?”

Problem 2: Activity vs. results



• Imagine a trade show where a company had multiple booths

• Each channel ran their own booth and only talked if they happened

to 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’re

just barely staying afloat.”

Problem 3: Waste and inefficiency



Problem 4: Tidal wave of data

Locked in different channel

silos

Channel and campaign

centric vs. prospect centric

Spreadsheet hell

“We create as much

information in two days now as

we did from the dawn of man

through 2003.”

- Eric Schmidt, CEO, Google



Meanwhile…

• Marketing is under pressure to show results

• Do more with less

• Prove the function’s value



THE CUSTOMER JOURNEY

WITH SITECORE

Conversation leads to conversion



The Sitecore Customer Engagement Platform enables customer-facing

organizations to engage in 1:1 conversations with individual

customers, across any channel, to move the conversation forward

for measurable business results.

Benefits

• Single platform to manage customer engagement – 1 platform, 1

view of the customer

• Understand and optimize performance across channels

• One cross-channel conversation that progresses over time with

each interaction building on the last

• Results in one channel influence the others – no more silos

• Proactively nurture toward conversion

What is the Customer Engagement Platform?





Visit

vendor’s

website

Read

blogs

Ask

peers

Search

tweets

Google

competitors

Free

trial

Download

white

paper

Chat

online

with CS

Open

email

Attend

webinar

Sign up

for

newsletter I want

to buy…

How do I

decide?

Visit

competitor’s

website

Read

analyst

report

Ask

boss

Random Acts of Marketing

The Customer Journey

Today



• 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 | Frustrated

Your 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 | Frustrated

Your prospect’s view



Why 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, no

common goals

• Tools help marketer to manage an individual channel at expense of

overall business results

• No common language

• Separate reporting, list management, calendars, metrics, scoring



One-sided conversations don’t go very far

Hey prospect, we have

done market studies and

know who you are! Hey prospect, here is a

new product!



Marketing needs to engage

• Flashy

• Short-lived, 15 minutes 1x/year

• No lasting substance

• Purchased engagement

• Engaging conversation

• Listening & adapting

• Long-term relationships

• Earned engagement

vs.



Conversations lead to conversions

• Conversations are 2-way interactions

• All participants have their own goals

• There is a natural cadence to conversation, even online

What makes an online conversation

between a prospect and company flow?

Remembers the previous interaction and

continues where it left off

‘Speak’ in context of the prospect’s needs vs.

marketing

Anticipate needs and be ready

Ask questions to learn more



Google

Vendors

Purchase

using

promotion

Ask

peers

Google

competitors

Free

trial

Download

white

paper

Chat

online

with CS

Watch

Video

I want

to buy…

How do I

decide?

Visit

Vendors

website

Read 3rd

Party

review

Receive

Email

offer

Orchestrated Marketing

The Orchestrated Customer Journey

Based on

keywords, make

recommendations

Email based on

areas of interest

from last web visit

Recommend

White paper in

follow-up email

Like On

Facebook

CSR notes past

email and web

history and

recommends

free trial

30 day after trial,

receive e-coupon

for promotion



• He’s at this point in his journey

• This is what he’s most interested in now

• These are the issues we most need to address

• These issues are not important to him

• He’ll probably be ready to talk to sales or purchase

by…

• This is the info that’s important for sales to close the

deal

Your view



• I should probably look at this next

• They know what I want before I know

• I hadn’t thought of that but it’s important

• They really understand what I need

• They understand my business thoroughly

• That answered my question fully

• They’ve thought of everything

• I’m ready to buy; talk to sales

“That was easy.”

Your prospect’s view



HOW IT WORKS

Customer Engagement Platform



Engagement Analytics

• 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 reporting

Quickly understand exactly how effective

your marketing is at engaging visitors.



How is Our Website Doing Overall?



How is Our Website Doing Overall?



How are our campaigns performing?



Where and how do we spend our next dollar?



How can we compare across channels?



How can we compare across channels?



Experience Editing

• 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 with

visual patterns

• Assign profile cards as guides for page editors

• Personalize by automation state

• Personalize web content by in engagement automation programs

Put the power of personalization into

the hands of business users.



Pattern examples



A 360-degree customer view



Orchestrate across channels

Proactively guide cross-channel

conversations 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 needs



Day 1: Follow up with introductory email

Day 10: Email offering new content related to

first 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 offering

demo

Day 85: Call from sales rep to schedule in-

person meeting

Day 90: Send sales proposal via email

B2B nurturing

Meet Steve. He read about our new white paper on a blog posting, clicked on a URL, arrived on a landing page and downloaded the asset. And away we go.



Shopper places $350 item in cart but

doesn’t complete purchase

Wait 2 hours: Send email with free shipping offer and display

offer on website

Wait 3 days, if no purchase: Send email with better discount

and 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 the

order

Abandoned shopping cart



Where to start

• Use goals and value metrics to understand and drive Quality

• Campaign management to optimize Marketing Spend

• Conditional personalization to drive Relevance

• Personas to profile Content

• Predictive personalization to target with relevant content, based on

Behavior

• Engagement Automation and E-mail Campaign Manager to ‘speak’

to your target audience

• Engagement Analytics to measure marketing effectiveness



CUSTOMER ENGAGEMENT

PLATFORM DEMO

How it works



Thank You ----- Q&A

- Contact your Sitecore representative for more

information or to schedule a live demo

+61 7 3503 3702 | [email protected]

- Post-webinar survey

www.surveymonkey.com/Sitecore

- Dreamcore Australia 2011 – Wednesday 5 October 2011

www.sitecore.net/DreamcoreAU2011

Join Sitecore staff, partners, developers, customers and experts at Dreamcore 2011 to

learn, share, network and celebrate the most significant technology platform available

today on the web.

Speakers: Gartner, Microsoft, CSIRO, Colliers International, Village Roadshow and

many, many more!

Venue: Hilton Sydney, 488 George Street SYDNEY

You will receive a

link to this recording

and slides within

48 hours.

http://www.surveymonkey.com/Sitecore

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