Integrating Sitecore + Crm Webinar


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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, 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.

Published in: Marketing
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  • We (Arke Systems) have recently completed a joint venture between Sitecore and Microsoft to better show off how/why these types of integrations should exist. The Marketing Technology showcase we have built is going to be deployed into MTCs (Microsoft Technology Center) in the US and eventually globally.

    If you are interested in learning more please reach out. This slideshare will be updated eventually with the newest materials.

    Chris Spears - Founder @ Arke Systems
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  • 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
    Viewers / listeners

    Art of Engagement
    Content performance
    Engagement behavior
    Social responsiveness
    Marketing qualified leads

    Art of Conversion
    Lead maturity by source
    Contribution to forecast

    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.

    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.

    Unified Marketing Planning ensures marketers work from the same plan, reducing customer experience fragmentation and increasing marketer productivity.
    Marketing Planning
    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
  • Integrating Sitecore + Crm Webinar

    1. 1. Technology Strategies for the Marketing Mind
    2. 2. Customer Experience Leaders Outperform the Market
    3. 3. 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
    4. 4. 3 Pillars of Digital Marketing for 2015 Making sense of it all...
    5. 5. 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
    6. 6. Marketing Technology: The Fundamentals
    7. 7. 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
    8. 8. 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”
    9. 9. Next Steps
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. Product Demo
    14. 14. 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
    15. 15. 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
    16. 16. DIGITAL PLATFORM Personalize off of any available Data 1-1 Marketing Experiences CONTENT PERSONALIZATION Explicit Personalization (CRM Data) Implicit Personalization (Sitecore Data)
    17. 17. DIGITAL PLATFORM Create One-Click Opportunities (CRM Integration) Leverage Existing Data INTEGRATED DATA Reduce Conversion and Form Abandonment Improve Customer Experience
    18. 18. DIGITAL PLATFORM Integrate External Platform Analytics into Sitecore Use Sitecore Anywhere FEDERATED EXPERIENCE MANAGER Update Look and Feel of any Platform Extend Sitecore into any Platform
    19. 19. 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
    20. 20. DIGITAL PLATFORM Centralize on a Single Analytics Platform Engagement Analytics DASHBOARDS Monitor Engagement Values and Goals Filter by Campaigns, Referrers, etc..
    21. 21. Next Steps
    22. 22. 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)
    23. 23. "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)
    24. 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: Center of Excellence
    25. 25. Marketing Technologist 65consultantssupporting enterprisecustomers A Loyal Partner 300+projectswitha94%clientretentionrate Sitecore and Microsoft Extremelyclosewithoursoftwarepartners(askhow!) Innovators Weconstantlyimproveoursoftwarepartnersproducts withourownproducts About Arke
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