In the face of digital transformation, marketing leaders must not blindly follow the hype and chase after new technologies. This webinar takes you back to the basics by providing practical tips and design examples (B2B and B2C) of how to identify your biggest marketing problems, map out a digital roadmap aligned with the customer journey, and deliver a consistent desktop and mobile experiences to win.

1. Digital Marketing Priorities 2016
Brought to you by:
DigitalTransformation2016
BacktoBasics
Bob Egner
VP Product
Management
Episerver
In the face of digital transformation, marketing leaders must not blindly follow the
hype and chase after new technologies. This webinar takes you back to the basics
by providing practical tips on how to identify your biggest marketing problems, map
out a digital roadmap aligned with the customer journey, and deliver a consistent
customer experience to win.

2. 2About Episerver
Where three
segments converge

3. 3About Episerver
Our Mission
To build the leading digital
experience delivery
platform to empower our
customers to create
standout experiences
for their customers –
everywhere they
engage

4. About Episerver
Our Company by the Numbers
30,000
websites powered
globally
340
employees across
15 offices
280,000
web editors worldwide
8,800
customers served
in 30 countries
$2B+
commerce
transactions per year
across all customers
880
partners carrying
our brands
33,000
members in our
developer community
100%
focused on digital
experience
4

5. It’s all about the customer 5
I have a meme…
• 9th result on Google images
search for “Bob Egner”
• Pointed out by my teenage
daughter
www.cmswire.com/cms/customer-experience/get-on-board-with-b2b-

6. It’s all about the customer 6
I have a meme…
• 9th result on Google images
search for “Bob Egner”
• Pointed out by my teenage
daughter
www.cmswire.com/cms/customer-experience/get-on-board-with-b2b-
You need to
adapt to your
changing
customer

7. It’s all about the customer 7
Evolution of Advantage
Age of the Customer

8. It’s all about the customer 8
Evolution of Advantage
Age of the Customer

9. It’s all about the customer 9
Evolution of Advantage
Age of the Customer

10. It’s all about the customer 10
Evolution of Advantage
Systems
designed for
success here…
Need to adapt
for the mobile
power shift
Age of the Customer

11. It’s all about the customer
Consider the customer journey
Visible Trusted
Loyal
Engaged
Converted
Service
In Touch

12. It’s all about the customer
Consider the customer journey
Visible Trusted
Loyal
Engaged
Converted
Service
In Touch
Acquisition
Business case to
drive top line
- Not so hard

13. It’s all about the customer
Consider the customer journey
Visible Trusted
Loyal
Engaged
Converted
Service
In Touch
Acquisition
Goal
Service
Loyalty
Business case to
drive top line
- Not so hard
Business case to
drive transformation
- A bit harder

14. Digital transformation 14
Focus on value
1. Leadership and vision Just do it
Redesign or
reconsider
Extend to
enhance
Why?
Value to Business
Benefit to
customer
low
high
low high

15. Digital transformation 15
Focus on value
1. Leadership and vision
2. Customer experience
Value to Business
Benefit to
customer
low
high
low high

16. Digital transformation 16
Focus on value
1. Leadership and vision
2. Customer experience
3. Operational process
Value to Business
Benefit to
customer
low
high
low high

17. Digital transformation 17
Focus on value
1. Leadership and vision
2. Customer experience
3. Operational process
4. Business model
Value to Business
Benefit to
customer
low
high
low high

18. Digital transformation 18
Customer expectations
• Information that is useful
• Simple way to get to that
useful information
• Looks great on whatever
device I happen to be using
• Help me take the next step
B2C guy B2B guy

19. 19
Relevance

20. 20

21. 21
Focus traveler’s
journey and destination
Numerous data
sources indexed and
surfaced on one site
Expansion to car park
and duty free

22. 22

23. 23

24. 24
Educational content
and video on
responsive site
Categorized by
medical practice areas
Personalized to deliver
most relevant, freshest
information

25. 25
Multi-channel

26. 26
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info

27. 27
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info

28. 28
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
Apparel, houseware,
and gifts targeted at
new mothers
KPI boost from
progressive
personalization
Relevant abandon cart
email drives
astonishing mobile
results

29. 29
Mobile

30. 30

31. 31

32. 32
Customer experience
project aimed at
entrance congestion
Responsive site
focused on selection,
arrival, and ticketing
Meghan Curran named
2015 Customer
Champion by 1to1
Media

33. 33

34. 34

35. Large scale pumping
systems
Native mobile app
Field engineer journey
35
Guided selling
Streamline ordering

36. 36
Content and Commerce

37. 37

38. 38
Trading in 5 markets
with retail stores and
online presence
Rich content, expert
opinion, and enthusiast
magazine
Guided omnichannel
customer experience

39. 39

40. 40

41. 41
Specialized B2B
adhesive products
Content rich site
addresses customer
problems
Unique content
destination boosts
SEO

42. 42
Data Science

43. 43

44. 44

45. 45
Digital flagship
restaurant
Contextual experience:
Location, time, and
weather
Personalized:
Loyalty enhances
experience

46. 46
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info

47. 47
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info

48. 48
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
Secure account mgmt
Personalized content
Detailed product info
50+ customers in 14
countries on branded
transactional sites
Promotional, apparel,
and print items for
customized print
Employee, partner, or
customer ordered with
consolidated billing

49. 49Digital transformation with Smart Insights
Summary
• Focus on customer
• Transformation is bigger than technology
• Business problems are usually unique
• There are a lot of clever people out there who can help

50. 50Digital transformation with Smart Insights
Thank you
Questions?