Walk through of how Sitecore and CRM can be integrated to create a more personalized experience. This integration can be performed with Sitecore and any CRM platform such as Microsoft Dynamics CRM, Salesforce.com or Oracle RightNow.
As Marketing Technologists we believe that CRM systems off the shelf or custom built are the center of the marketers world, with online and offline touch points feeding data into the system.
4. Laura’s Quote:
“By 2017 the CMO will Spend More on IT Than the CIO”
Scott’s Charts:
The Statistics:
There are an unlimited number of studies and statistics about the
pace of change, CxO expectations, and results
5. 3 Pillars of Digital Marketing for 2015
Making sense of it all...
6. Why are we still building silos in an
interconnected world?
How do we translate marketing needs into
technology requirements?
Can we make sure our
tools work together?
How do we make the
most of our tools?
We paid full price for that technology tool.
Why are we only using half of it?
What tools do we really
need?
What’s on The Marketing Mind? TM
8. Marketing Technology: Sitecore & CRM
ERP CRM Other
A CRM for Marketing
CMS
Web
Mobile
Table
Signage
Kiosk
Marketing
Automation
Email
Scoring
Qualification
Nurturing
Portals
Communities
Intranet
Partners
Customers
Loyalty
Engagement
Listening
Social
Media
Acquisition
Analytics
Insights
Results
Attribution
Predictive
Personalization Engine
Digital
Endpoints
Marketing
Technology
Magic
Data Sources
9. Crawl
“What can we do today and still see
results”
Walk
“We are being specific with our goals
and educating your team”
Run Fly
“We have the foundation now we can
start innovating”
Quick wins into long term transformation
“We lead the industry”
11. Case
Study
Digitize Customer & Group
Information into a CRM
Digital Business Transformation (Sitecore & CRM)
AFLAC
Increased
customer and
prospect
engagement
Reduced
marketing
and agency
dependency
on IT
Cross channel
visitor
analytics
Reduce time
to market for
digital
properties
Improved
customer
experience
Multi Agency Support &
Governance
Standard Digital Content
Delivery Platform
Increased
agent
retention
12. Case
Study
Support Tools and Apps
that Engage Consumers
Digital Commerce Transformation (Sitecore & CRM)
MIZUNO USA
Increase
engagement
with custom
applications
Reduced
marketing
and agency
dependency
on IT
Support
retailing
events and
marketing
Collapse
ecommerce
funnel
Increase
ecommerce
revenue
Personalized and Engage in
Ecommerce Channels
Implement Customer
Experience Management
Upsell and
cross sell
divisions and
products
13. Case
Study
Analytics Creating Results
and Insights
Digital Marketing Hub (Sitecore & CRM)
MICROSOFT MTC
Implicit and
explicit
content
targeting
Preference
management
Customer
activation
portal
Close loop
analytics and
tracking
Business
intelligence
via
dashboards
Personalize Content across
Web, Email and Ads
Know the Customer across
all Digital Channels
Multiple
microsites
deployed
quickly
15. DIGITAL
PLATFORM
Integrate with CRM for Data
Integration
Create Great Experiences
ENGAGEMENT PLANS
Collapse the
digital funnel
Improved
customer
experience
Improve
Conversions
Create Demand with Web,
Email, Text, and Print
Create Personalized
Experiences across
Channels
16. DIGITAL
PLATFORM
Integrate with other online
and offline Data Sources
A Single View of the Customer
CUSTOMER PROFILES
Increased
customer and
prospect
engagement
Reduced
marketing
and agency
dependency
on IT
Cross channel
visitor
analytics
Reduce time
to market for
digital
properties
Improved
customer
experience
Validate your Customer
Assumptions
Understand the Digital
Fingerprint
Increased
agent
retention
17. DIGITAL
PLATFORM
Personalize off of any
available Data
1-1 Marketing Experiences
CONTENT PERSONALIZATION
Explicit Personalization
(CRM Data)
Implicit Personalization
(Sitecore Data)
20. DIGITAL
PLATFORM
Push the Data back into
your CRM
Test and Improve
AB & MULTIVARIATE TESTING
Make it work for Marketers
Create Tests for Images,
Content, and Call to Actions
21. DIGITAL
PLATFORM
Centralize on a Single
Analytics Platform
Engagement Analytics
DASHBOARDS
Monitor Engagement
Values and Goals
Filter by Campaigns,
Referrers, etc..
23. Lite
Industry research and
competitive analysis blended
with your goals and metrics
Full
Follow up interviews and joint
reviews lead to a 24 month plan
of attach for digital marketing
Trial
Our best and brightest
brainstorming with your team for
a day leads to amazing results
25-30%Uplift in their stated goal.
Our MTA customers experience a
MTAStrategy Analysis Roadmap
Marketing Technology Alignment TM
(MTA)
24. "Arke has impressive experience with advanced Sitecore and Dynamics
integrations. Their technical strengths are complemented by their
commitment to client satisfaction.“
Derek Roberti
Director of Technical Services, Sitecore
2013 – Southeast Regional Training Center
Only Partner on the Sitecore Product Advisory Board
3 Sitecore MVPS - 2 technical, 1 digital strategy
- Longest standing technical MVP
- 1 of 2 Digital Strategy MVPs in the country
Sitecore Business Optimization Services (SBOS)
25. "Arke has impressive experience with advanced Sitecore and Dynamics
integrations. Their technical strengths are complemented by their
commitment to client satisfaction.“
Derek Roberti
Director of Technical Services, Sitecore
2013 – Southeast Regional Training Center
Only Partner on the Sitecore Product Advisory Board
3 Sitecore MVPS - 2 technical, 1 digital strategy
- Longest standing technical MVP
- 1 of 2 Digital Strategy MVPs in the country
Sitecore: Center of Excellence
26. Marketing Technologist
65consultantssupporting enterprisecustomers
A Loyal Partner
300+projectswitha94%clientretentionrate
Sitecore and Microsoft
Extremelyclosewithoursoftwarepartners(askhow!)
Innovators
Weconstantlyimproveoursoftwarepartnersproducts
withourownproducts
About Arke
Notas del editor
Every customer journey is a bit different. And it’s never easy.
Marketers typically go through a similar maturity model in every industry, driven by the challenges and pains that prevent a company from realizing its full growth potential. Essentially, they face a series of plateaus that push them to the next level of sophistication.
At the start, it’s all about awareness, and is typically solved through outbound means, such as advertising and lead generation campaigns. While they provide lift for a certain period of time, eventually the investments plateau, forcing the business to ask itself, “who is most interested and how to I engage them?”
So marketers have invested in landing pages, and other techniques that drive a dialog between the company and the prospect. Ultimately, this is great for marketers, but after awhile the results plateau, and the conversation comes up…how are the investments that marketing is making affecting pipeline and/or sales?
So the smart marketing leaders align closely with their sales leader counterparts, and ask themselves tough questions like, “what is a lead? When is it qualified? When should it be passed to sales? How do we measure conversion?” And all is good, until they face a tough quarter, light pipeline, or other tough business conditions. So…they start looking at other business that could be easily obtained. Well, it’s 3-5x easier to convert an existing customer than a new one, so the next question naturally is, “how do we get more value from our existing customers.”
All these different specialties or disciplines are supported with a large number of marketing automation technologies. [click]
+++
Art of Awareness
Registrants
Attendees
Eyeballs
Viewers / listeners
Art of Engagement
Content performance
Engagement behavior
Social responsiveness
Marketing qualified leads
Art of Conversion
Lead maturity by source
Contribution to forecast
Revenue
Art of Customer Excellence
Customer satisfaction
Net promoter score
Average revenue per user
Wallet share
Timing: 2-3 minutes
Key Point(s):
The foundation for a successful campaign is laid in the planning stage. Together with a rich social platform, marketing resource management tools help the marketing team plan an effective campaign. Armed with a collaboration platform, shared calendars, automated reminders, and other tools, the team has what it needs to succeed.
Script:
How do these connected marketing tools work in practice? Let’s look at some examples of how businesses are using connected IMM, CRM, and enterprise social tools to drive world-class marketing effectiveness at each stage of the marketing cycle.
In this scenario, a marketing team uses marketing resource management and social collaboration to PLAN a content-driven campaign.
Planning a good marketing campaign is like running a race: your first mile sets the tone for everything after. Integrated marketing plays an important role in the planning process. The more comprehensive the technology solution, the more input—both in terms of data and expertise—you’ll have as you create your marketing plan. The more informed your planning is up front, the more efficient your campaign is—and the more return on marketing investment you can realize.
Let’s take a closer look at the elements of an efficient plan, and how integrated marketing and social tools can help.
[PLAN] First, integrated marketing provides a comprehensive view of all campaigns. One of the most challenging aspects of running a marketing organization is managing staff schedules and doing capacity planning. A campaign dashboard—with access to shared calendars, asset databases, and project management software—can help a manager map out the tasks and media assets needed, assign people and groups to each step, and coordinate the steps in a way that is mindful of budget, staff, and timing constraints. Integration with other company IT systems also supports budgeting and media planning. For example, integrated marketing connects media buying and planning with creative production and accounting/finance systems to ease coordination with these business functions.
[COLLABORATE] Social networking tools transform planning into a truly collaborative process that brings in expertise and insight from across the organization. A manager can reach out to front-line sellers and marketing peers for input, using their ideas and experience to fine-tune the plan. Sharing customer information, work from previous campaigns, and previously used media assets is a breeze thanks to connected CRM, social intranet, and asset database solutions. In this way, social tools help the team make the most of the organization’s internal resources, boosting the return on marketing investment.
[OVERSEE] Finally, the holistic view of the team’s campaigns also enables integrated plan management tools to help the team stick to the plan. The manager can check the status of any campaign instantly, without having to check in with people individually. And team members coordinate their tasks in a timely fashion thanks to automated notifications and approvals.
Marketing resource management and social collaboration bring efficiency and excellence to the planning process, making sure the manager, her team, and colleagues across the organization are on the same page and working toward success. These benefits can be difficult to quantify, but one estimate suggests that marketing resource management alone reduces the annual marketing budget by 15 percent.
PRODUCT BENEFITS
Unified Marketing Planning ensures marketers work from the same plan, reducing customer experience fragmentation and increasing marketer productivity.
Marketing Planning
Budgeting
Digital Asset Management
Quality sales leads gives aligns sales and marketing giving visibility into the sales pipeline, helping generate more leads and increase conversion rates and revenue.
Unified sales and marketing funnel
Sharing of sales and marketing leads
Opportunity management
Immersive Customer Experiences connects immersive apps to campaign strategy for better visibility and improved conversation rates and revenue
App development studio
Dedicated landing pages
Opportunity management
Multi-channel engagement improves the customer experience throughout the customer journey.
Multi-channel nurture campaigns
Scalable web experiences
Social and email nurture campaigns
Marketing Analytics Uncovers new insights and identifies patterns to predict opportunities
Segmentation, behavioral, location, ROMI, pipeline analysis and more
Spatial reporting, data mining, predictive modeling
Full Office 365 application set, incl. Excel