The document discusses how a unified digital engagement strategy can increase revenue. It outlines how capabilities like integrated channels, demand generation, user experience, analytics and a customer view drive engagement. A maturity model is presented showing how companies can advance from basic to advanced digital marketing. It is argued that while technology is important, a strategy is needed to make the most of it through content, lead scoring and automated journeys. The Ektron Digital Experience Hub is presented as a way to pre-integrate systems and accelerate engagement capabilities.

2. Increase Revenue With A Unified Digital
Engagement Strategy
#EktronUnified
Comments, Questions
& Answers

3. Agenda
• Customer Experience Management
Bob Canaway, Director of
Marketing at Ektron
• Unified Engagement Strategy
Rolf Kraus, VP, Content
Management, Portals and
Collaboration Practice at
edynamic
• Ektron Digital Experience Hub and
Demonstration
Bob Canaway, Director of
Marketing at Ektron

4. Executives overwhelmingly
cite revenue growth as their
organizations’ most
important priority over the
next three years – three
times more often than any
other priority, and six times
more often than cost
containment.

5. REVENUE GROWTH
DRIVES BUSINESS

7. Content
Websites, landing pages, microsites
Context
Behavior, device, social graphs, environment, location
Business Outcome
Sale, Page View, Member, Lead, Admission, Donation
Loyalty, Awareness, Reputation, Advocacy
Optimization
Search engine optimization, personalization, conversion optimization
Experience
Websites, mobile devices, communities, email

8. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Unified Engagement
Strategy

9. 9
1. Making Sense of Engagement
2. Capabilities that Drive Engagement
3. Digital Marketing Capabilities Model
4. Delivering Capabilities through Technology
5. Questions
Agenda

10. 1010
Making Sense of
Engagement

11. 11
Engagement is an estimate of the
degree and depth of visitor
interaction against a clearly defined
set of goals. — Eric Peterson
Engagement: What is it?
Engagement is turning on a
prospect to a brand idea enhanced
by the surrounding context. — ARF
Engagement is defined as the strong
connection a company, or brand, creates with
a customer that drives purchase decisions
and satisfaction over time. — Adobe

12. 12
A person’s participation with a brand, regardless of
channel, where they call the shots, is what we consider
Engagement.
Engagement: Forrester’s Model
Forrester 2008
Involvement
• The presence of a
person at the
various brand touch
points.
Interaction
• The actions a
person takes while
present at those
touch points.
Intimacy
• The affection a
person holds for a
brand.
Influence
• The likelihood a
person is to
advocate on behalf
of the brand.

13. 13
Involvement Interaction Intimacy Influence
Engagement: How it drives revenue
Digital engagement drives customer acquisition and retention
that translates into revenue generation for organizations
 Clicks through
on an email
 Unique visits
 Time reading
content
 Retail store
visitation
 Search leads to
your brand
 Downloads a
white paper
 Leaves a
comment
 Online purchase
 Requests a
sales person
 Registers for an
event
 Prefers your
product brand
 Positive forum
contribution
 Reduced call
volume
 Word of mouth
promotion
 Forward to a
friend
 Social network
contribution
 Recommends
your brand
Acquire Convert Bond Amplify

14. 1414
Capabilities that
Drive Engagement

15. 15
Integrated
Channels
Demand
Generation
User
Experience
Relevance
Analytics
and
Optimization
Customer
View
Engagement: Capability Drivers
The model must be supported with capabilities that enable deep
engagement by your prospects and clients with your brand

16. 16
Involvement Interaction Intimacy Influence
Engagement: How we make it happen
Delivering deep engagement requires a core set of capabilities
that are supported by an ecosystem of technology platforms
Integrated Channels
Demand Generation
User Experience
Relevance
Analytics and Optimization
Customer View

17. 1717
Digital Marketing
Capabilities Model

18. 18
 Stand-alone platforms
 Disparate viewsof customers
 Singular experience
 Simple, common user
experience
 Basic demand
generation programs
 Disparate platform
analytics and no
optimization
 Single view of customers
 Deep cross-channel integration
 Personalizedexperience
 Sophisticateduser
experience
 Broad demand
generation programs
 Cross-channel analytics
and optimization
Integrated
Channels
Continuous
Optimization
Basic Digital
Advanced
Experience
Digital Marketing Capability Model

19. 19
Characterization
 First generation digital
marketers on maturity path
 Initial investments have been
made for future maturity
Capabilities
 Web content management
 Good web design
 Web analytics
 SEO and SEM
 Basic email campaigns
Model Maturity: Basic Digital
Basic Digital: Leveraging content management solution, spray
and pray email, focus on web design, using basic analytics
1.5
2
31
2
1
Integrated
Channels
Demand
Generation
User
Experience
Relevance
Analytics and
Optimization
Customer View

20. 20
Characterization
 Web is “under control”, focus
shifts to marketing automation
 Increasing demand generation
activities to drive lead flow
Capabilities
 Marketing automation
 Channel specific analytics
 Targeted user experience
Model Maturity: Advanced Experience
Advanced Experience: Improving user experience, initial
marketing automation, broader analysis and demand generation
2.5
3
3.512.5
1
Integrated
Channels
Demand
Generation
User
Experience
Relevance
Analytics and
Optimization
Customer View

21. 21
Characterization
 Web and email channels
provide with personalization
 Analytics now provide
correlation across channels
Capabilities
 Personalization of web and
email channels
 Cross-channel analytics
Model Maturity: Driving Relevance
Driving Relevance: Improving user experience, initial marketing
automation, broader analysis and demand generation
2.5
3
3.5
2.5
3
1
Integrated
Channels
Demand
Generation
User
Experience
Relevance
Analytics and
Optimization
Customer View

22. 22
Characterization
 Content and analytics
integration across channels
 Optimization of user experience
becomes continuous
Capabilities
 Deep analytics and multivariate
testing of the user experience
 Single, logical view of the
‘digital footprint’ of customer
 Lead nurturing and scoring
 Unified cross-channel
engagement
Model Maturity: Continuous Optimization
Continuous Optimization: Deep integrations of channels, cross-
channel personalization, single view of the customer
4.5
4
3.5
3.5
4.5
3.5
Integrated
Channels
Demand
Generation
User
Experience
Relevance
Analytics and
Optimization
Customer View

23. 2323
Delivering
Capabilities through
Technology

24. 24
1. Content management:
delivering a relevant
experience on the web
2. Marketing automation:
nurturing the relationship
through prospects’ digital
buying lifecycles through
email, content marketing, and
web
3. Analytics: tells us what people
are doing and what they want
4. Social and Community:
enabling group interactions
5. CRM: managing the sales
cycle in the context of profile
information
Digital Marketing Ecosystem
Digital marketers look to technology to solve the
challenges they face—a digital ecosystem does provide
answers
Content
Management
(CMS)
Marketing
Automation
Analytics
Social and
Community
Customer
Relationship
Management
(CRM)

25. 25
1. Multiple lead profiles:
Incomplete lead profiles
drive incorrect engagement
decisions
2. Disrupted digital journey:
Leads encounter different
experiences across channels
3. Irrelevant communication:
Communication involves
“best-guess” personalization
that is out of context
Uncoordinated platforms deliver
dissonant messaging to leads
Technology—Only Part of the Solution
Even with the ecosystem that is available today, technology
only provides part of the solution for the digital marketer

26. 26
1. Develop an engagement strategy:
Perform buying cycle,
segmentation and motivation/pain
point analysis
2. Create contextual content: Align
and develop content with prospect
expectations
3. Define a lead disposition and
scoring approach: Define metrics
that inform the mindset and
maturity of prospects
4. Automate a cross-channel, closed
loop engagement cycle: Employ a
rules-driven approach to engage
prospects
Strategy—Making the Most of Technology
Without strategy, even a complete digital ecosystem will not
effectively drive the results digital marketers are looking for

27. 27
1. Develop an engagement strategy:
Perform buying cycle,
segmentation and motivation/pain
point analysis
2. Create contextual content: Align
and develop content with prospect
expectations
3. Define a lead disposition and
scoring approach: Define metrics
that inform the mindset and
maturity of prospects
4. Automate a cross-channel, closed
loop engagement cycle: Employ a
rules-driven approach to engage
prospects
Strategy—Making the Most of Technology
Without strategy, even a complete digital ecosystem will not
effectively drive the results digital marketers are looking for
Completed Poll
Download
Whitepaper
Journey Includes
Contact Page
Yes
Yes
Disposition:
“Information
Search”
Lead Score: 20
No
Disposition:
“Information
Search”
Lead Score: 15
No
Disposition:
“Purchase Decision”
Lead Score: 40
Yes
Disposition:
“Evaluate Options”
Lead Score: 30
No

28. 28
1. Develop an engagement strategy:
Perform buying cycle,
segmentation and motivation/pain
point analysis
2. Create contextual content: Align
and develop content with prospect
expectations
3. Define a lead disposition and
scoring approach: Define metrics
that inform the mindset and
maturity of prospects
4. Automate a cross-channel, closed
loop engagement cycle: Employ a
rules-driven approach to engage
prospects
Strategy—Making the Most of Technology
Without strategy, even a complete digital ecosystem will not
effectively drive the results digital marketers are looking for
Completed Poll
Download
Whitepaper
Journey Includes
Contact Page
Yes
Yes
Disposition:
“Information
Search”
Lead Score: 20
No
Disposition:
“Information
Search”
Lead Score: 15
No
Disposition:
“Purchase Decision”
Lead Score: 40
Yes
Disposition:
“Evaluate Options”
Lead Score: 30
No

29. 29
1. Custom integration: Start
with CMS, Marketing
automation and CRM
2. Integration: Sharing a
common view of the lead
requires integration across
platforms
3. Engagement strategy:
Strategy implemented to
drive content personalization
and relevance
Driving Value for Organizations
Technology platforms + Integration + Engagement strategy =
Accelerating the buying cycle and increasing conversation
Web Page
Landing
Page
Email
CMS CRMMarketing Automation
Forms
Tracking Tags
Content
Personalization
Engine
Behavior
Data
Rules Engine
Profile
Data
Customer Profile
Link
Personalized Email
Personalized Landing Page
Personalized Web Page
Prospect

30. 30
Ektron Digital Experience Hub (DxH)
Delivers on the promise of cross-channel integration using pre-
integrated connectors—no need for custom development

31. 31
How does this enable the Digital
Marketing Capability Model?
 Integrated Channels 
 Demand Generation 
 User Experience 
 Relevance 
 Analytics and Optimization 
 Customer View 
Accelerating Engagement
DxH enables marketers to more quickly focus on deep
engagement, rather waiting for custom integration

33. Digital Experience Hub
Connecting WCM with “Systems of Experience” for Online Channel
Optimization

34. DxH Flow

35. DEMO

36. Achieve Business Outcomes
To Build Revenue

37. Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net