Click here for insight into the best practices that professional service firms can follow in order to build a winning marketing technology strategy.

1. 00
Engaging
experiences
driven by a
strong Marketing
Tech Roadmap

2. Introductions
CEO, edynamic
Rahul.khosla@edynamic.net
- Spent over a decade helping leading organizations get the
most out of their digital marketing and technology
investments
- Worked with over 30 Fortune 500 companies

3. A global digital
marketing and
technology agency
focused on customer
experience

4. Unique
Marketing
Technology
expertise
Our breadth and
depth of
expertise across
the Martech eco-
system provides
unique value to
clients.
Industry
Experience
Deep expertise in
professional
services,
Manufacturing,
Financial Services,
Insurance, CPG,
High-Tech.
Digital
Marketing
Experts
Deep expertise in
the digital.
Work for 45
Fortune 500
companies.
Philosophy
Push the envelope.
Nimble.
Inch wide and a
mile deep.
Serious about our
work, but we don’t
take ourselves
seriously.
At a glance

5. A new client has emerged

6. Anew client has
emerged
always-on, always-
connected and informed
journey
is dynamic and cross channel
has little attention

7. Sure, we communicate
with clients

8. Marketers cannot co-
ordinate across
channels
Unable to measure
82%
of enterprise marketers have no
synchronized view of customer data.
Source: Forrester
Technology is not integrated and
doesn’t
enable marketers
85%
CMOs say their efforts at implementing an
Omni-channel customer strategy are thwarted by a
lack of access to data and/or inadequate tools.
Source: Mckinsey
Marketers are
unable
to drive great
customer
experiences
Marketers delivery poor experiences to clients
Customer
Experience
is poor
94% of customers have
discontinued communication
with a company because of
irrelevant messages.
— Blue Research

9. Marketing is failing to engage
clients

10. Customer
Experience is
the new
battleground

11. 10
A strong marketing
tech roadmap is at
the center of great
experiences

12. An integrated CX platform allows
marketers to deliver personalized
experiences wherever they are.
Astrong marketing tech roadmap is
critical to great customer experiences

13. Getting there is challenging…

14. Growing channels

15. More information, less attention

16. Flying blind due to lack
of insights
Explosion of
marketing technology

17. Siloed
marketing

18. Explosion of data

19. Most marketers are
flying blind.

20. Amarketing technology roadmap allows you
to align your strategic priorities to digital
execution

21. 20
5Martech principles of
engaging Customer
Experiences
1. Know your customer
2. Integrated Customer
Experience Platform
3. Contextual experiences
4. Multi-channel content
marketing
5. Simplify

22. 21
21
Principles of CX
• Know your client

23. “Now to be truly competitive
your company must become
customer obsessed, which
means you need to have
deep knowledge of and
engagement with your
customers.”
Winning in The Age of The Customer
Forrester Research Inc

24. Move from touchpoints to customer
journeys…

25. CUSTOMER JOURNEY MAP

26. Without knowing the
profile and behavior of
every client on the site,
marketers struggle to
engage clients. Convert
unknown visitors to
known visitors, uncover
their needs and give
them content and
experiences they want ,
wherever they want it.
3waystocaptureclient
information:
 Implicit:insightcapturedfromthe
websitejourney—the‘digitalfootprint’
leftbythevisitoronyourdigitalassets
 Typesofinformationincludeclickstreamon
thesite,onsitesearchandtimeonsite
 External: Informationcapturedby
externalserviceproviders,emerging
context-enrichedservices
 Typesofinformationincludeexternallook-up
fromdataproviderlikedemandbase,where
mostNortonRoseclientswillbefound
 Explicit:Convertunknowntoknown
andcaptureinformationsuppliedby
thevisitorastheysubscribeand
downloadassets
 Linked-insocialsign-in/registration
Know your client

27. Know your client
Visualizeclientinformation

28. Asubscription center allows a subscriber to
receive information from your organization
personalized to their needs.
Know your client: Capture explicit
information

29. Customer analytics has become the
most critical technology investment
for CX improvement.
(source:Gartner)

30. Single view of the customer is key to
contextual marketing

31. Client data across
channels is aggregated
in a single repository
through tag
management and
integration
Data is used forcross
channel marketing
Data is used by a
reporting platform for
Bring data across channels to a single
source
CMS,
Website
Social
Networks
Tag
Manager
Analytics
CRM
Customer
Data
Marketing
Automation

32. Measuring engagement
Cold Hot Too late

33. 32
Principles of CX
Integrated Customer
Experience Platform

34. Marketing technology
must work in symphony

35. Integrated Customer Experience Platform

36. The usual suspects
CMS
Portal
Marketing
Automation
Analytics
Social
CRM
Tag
Management
Search
Delivers website, mobile experience and customer
portal. Stores content and digital assets
Delivers site search and is a recommendation engine for
serving personalized content
Segments clients, tracks behaviors and delivers
personalized marketing through email
Delivers portal capability and a gated experience
Delivers social connectivity across different social
channels
Stores client data
Captures cross channel insights
Captures data from all channels and provides a single
view of the client

37. 36
Principles of CX
Contextual experiences

38. Personalize: related content

39. 38
Principles of CX
Multi-channel content
marketing

40. COPE to engage clients

41. 40
Principles of CX
Simplify

42. For the customer…

43. And for the marketer

44. TECHNOLOGY
Orchestrate the customer journey
Unknown PersonSees Brexit story on social
media
Sees article on websiteIs served the next interesting articleSubscribes Becomes Known
Receives Brexit email on mobile
device
Share network on social
media Invited to Event
Partner recognize interestEngages with prospect
Search delivers
next article
Subscription
Center manages
profile
Capture engagement in
CRMAnonymous
profile created
and client is
segmented
Profile is
matured
Personalized and Dynamic
content

45. Method to the madness…

46. Apply an approach that links strategy,
capability, technology and execution
RoadmapTechnology
Blueprint
Capabilities
Blueprint
Strategic
Analysis

47. Our processTasksDeliverables
Stakeholder
workshops
Competitive
benchmarking
Understand
requirements to
support the
strategy
Capability
definition
Platform
identification
Platform
recommendations
Technology
Strategy
Platform
recommendations
Strategy
document
Competitive
benchmarking
Benchmarking
Findings Report
and
Recommendation
s
Capabilities
blueprint
Digital architecture
blueprint
Technology
recommendation
Success factor
and key
performance
indicators (KPIs)
Digital marketing
roadmap
Scope and
investment
Project plans
RoadmapTechnology
Blueprint
Capabilities
Blueprint
Strategic
Analysis

48. Success factors for a successful
roadmap

49. Start with functional needs
Analytics
Community Web Content
Management
Portal
Platform
Marketing
Automation
Shopping Cart
Public Website Extranet Portal Intranet Portal
Web Mobile EmailChannels
Properties
Physical
Platform
Capabilities
CRM Comm &
Collab
Shopping Cart Blogs
Forums
Ratings
Social
Networking
Content
Management
Personalization
Language
Support
Optimization
Composite
Application
Security
Document
Management
Workflow
Automation
Email
Campaign
Flows
Lead Scoring
Marketing
Database
Sales Database
Profile
Management
Offline History
Transaction
History
Chat
Video Chat
Forms Forms
Application Services DatabaseReporting
Digital
Signature
Real-time
Insight
Integrated
Reporting
Cross-channel
Instrumentation

50. Select marketing technology for an eco-
system
Digital
Asset
Management
CRM
Search
Mobile
Devices
eCommerce
Marketing
Automation
Web Content
Management
Systems
Product
Information
Management
Social
Networks
Communities

51. Don’t jump straight to
feature selection
Selection Process

52. Platform Selection
Focus on anarrow set of
vendors
Conduct Proof-of-
Concept demos
Test before purchase

53. OBJECTIVESSTRATEGY+GOVERNANCEPLATFORM+EXECUTION
2017 Q1 2017 Q2 2017 Q3 2017 Q4
Establish objectives Launch New Website
Insights to make better decisions Stabilize and earn
Improve demand
generation
PersonalizeRoll out social media strategy
Customer Relationship Management Program
Establish KPIs and define analytics strategy
Technical strategy and
platform selection Social media strategy Analytic strategy
Change management
Content governance strategy
Sitecore CMS implementation Single view of the client
Eloqua marketing automation implementation Reporting
Implement CRM
Personalization
Social Media Rollout
Create a visual roadmap that links strategic priorities to project
execution

54. Refresh roadmap to
cater tochanging
business strategy, new
client needs and next
generation technology
Review KPIs to assess
performance
Test and learn
Iterate

55. Thank you.
Questions?

56. Appendix

57. Fromone sizefits all to
delivering relevant
content and experiences
- the right message to
the right person atthe
right time.
Fourstepstomarket
contextuallytoclients:
1. Knowyourclient
2. Segment yourclients
3. Personalize
engagement
4. Reachclientswherever
theyare
Contextual marketing improves client
engagement