Introduction and AgendaTom Wentworth – CMO at Ektron What’s driving WCM investment in 2011 andI drive Ektron’s global marketing beyond?and product strategy The need for multi-You can follow me on Twitter at channel customer@twentworth12 experience Introducing the Ektronor email me at Digital Experience Hubtom.email@example.com Demos
Multichannel Customer Experiences Drive WCM SpendingMarch 2011 “Web Content Management Is Alive And Well in 2011 Thanks To Online CustomerExperience”
How to Connect Content to Revenue 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 Context Behavior, device, social graphs, environment, location Content Websites, landing pages, microsites
Customer journeys happen acrosschannels
Delivering Cross Touchpoint Customer Experiences Drives Need For New CapabilityAugust 2011 “Harnessing The Convergence Of Customer Experience Management Solutions”
Connecting the Dots of Digital Engagement Analytics Multivariate testingContent targeting WCM Marketing Automation Mobile Video CRM Search Social tools EmaileCommerce
Powered by Ektron ContextBus™■A productized, extensible integration layer thatconnects content and context to businessapplications ■Develop supported integrations with key technology partners ■Marketo, ExactTarget, Salesforce.com, MS Dynamics, Webtrends, Omniture, etc. ■Provide supported integration hooks for the development of additional connectors
Definitions■ Customer Relationship Management ■ Lead management, opportunity forecasting, dashboards, etc.■ Web analytics ■ Traffic reports, segmentation, goals, etc.■ Marketing Automation ■ Lead nurturing, lead scoring, event management, list management, etc.■ Email Marketing ■ Deliverability, targeting & segmentation, reporting & analytics, etc.
Ektron Digital Experience Hub™Launch partnersPartner Solution DescriptionGoogle Analytics Ektron DEH integrates with Google Analytics, providing in-context, actionable analytics.Microsoft CRM Ektron DEH provides a bi-directional integration with Microsoft DynamicsOmniture Analytics Ektron DEH integrates with Omniture providing in-context, actionable analytics.Salesforce CRM Ektron DEH provides a bi-directional integration with Salesforce.comMarketo Marketing Ektron DEH allows campaign managers to trigger campaigns from Automation Ektron form submissions and personalize content based on responseWebtrends Analytics Ektron DEH integrates with Webtrends, providing in-context, actionable analytics.
Ektron Digital Experience HubFor CRM ■Connect Ektron forms to CRM ■Target content based on CRM attributes ■Company, Industry, Size, Revenue, Stage, etc. ■Pass visitor behavior and profile attributes to CRM
Ektron Digital Experience HubFor Marketing Automation and Email Marketing ■Connect Ektron forms to marketing automation customer databases ■Personalize web content delivery using lead score and other campaign attributes ■Re-use Ektron content inside of email campaigns
Ektron Digital Experience HubFor Web Analytics ■Provide In-Context analytics to Digital Marketers ■Reports, overlays, heat maps, etc. ■Pass visitor profile and behavior for custom segmentation ■Recommend actions based on performance