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Driving Digital Marketing Maturity with Sitecore and Salesforce
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Sitecore sits at the core of your customer experience. However, becoming a mature digital marketing organization requires the integration of customer data and CRM and email and CRM. Sitecore and Salesforce can support driving your customer experiences to the next level. This session will show you how it all fits together and discuss successful strategies for use these technologies to deliver on your business objectives. Presented by Tony Rems.
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Driving Digital Marketing Maturity with Sitecore and Salesforce
- #SitecoreSYM#SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 1 Driving Digital Marketing Maturity with Sitecore and Salesforce Tony Rems Chief Technology Officer Hero Digital
- #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2 Tony Rems Chief Technology Officer • Helpsclientsdevelopdigitalstrategiesandimplement complexsolutionsarounde-commerceandCMS • Over30yearsworkinginSiliconValleywithlarge enterpriseclients
- #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 3 HERO INTRO We are a Customer Experience Company. Born to deliver customer experiences San Francisco based + offices in Dallas, NYC, Seattle & Philadelphia 250+ CX Professionals 46% year-over-year growth since 2014 Trusted partner to over 200 clients across thousands of projects
- #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4 Building on the Salesforce Foundation
- #SitecoreSYM 5 A Salesforce to be Reckoned With © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. A Salesforce to be Reckoned With 2.3 3.1 4.1 5.4 6.7 8.4 10.4 FY22FY18 TAM: $37B Employees: 13k TAM: $72B Employees: 30k FY14 B B B B B B B
- #SitecoreSYM 6 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. TRENDS IN THE SPACE Consumers are Demanding Self Service Table 1: Worldwide Public Cloud Service Revenue Forecast (Billions of U.S. Dollars) 2017 2018 2019 2020 2021 Cloud Business Process Services (BPaaS) 42.6 46.4 50.1 54.1 58.4 Cloud Application Infrastructure Services (PaaS) 11.9 15.0 18.6 22.7 27.3 Cloud Application Services (SaaS) 60.2 73.6 87.2 101.9 117.1 Cloud Management and Security Services 8.7 10.5 12.3 14.1 16.1 Cloud System Infrastructure Services (IaaS) 30.0 40.8 52.9 67.4 83.5 Total Market 153.5 186.4 221.1 260.2 302.5
- #SitecoreSYM 7 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. The Role of Marketing is Changing
- #SitecoreSYM 8 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. CMO’s strategic priorities in 2018 4% 11% 16% 14% 54% 8% 22% 24% 23% 22% 14% 22% 21% 29% 13% 26% 55% 61% 66% 89% Programmatic buying / optimization Mobile Cross-channel marketing Data-driven marketing Customer experience First choice Second choice Third choice Source: Econsultancy
- #SitecoreSYM 9 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Marketers and consumers face a large personalization gap
- #SitecoreSYM 10 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. DRIVING PERSONALIZED EXPERIENCES Challenge: Siloed and semi-siloed data
- #SitecoreSYM 11 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SITECORE + SALESFORCE Key Sitecore Capabilities CONTENT MANAGEMENT ANALYTICS E-COMMERCE PERSONALIZATION
- #SitecoreSYM 12 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SITECORE + SALESFORCE Key Salesforce Capabilities CRM DATA + INSIGHTS E-COMMERCE JOURNEY MANAGEMENT
- #SitecoreSYM 13 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SITECORE + SALESFORCE Multiple Incomplete Views of Customer • Site Behavior • E-commerce Purchase History • Base Customer Profile • Industry • All Purchase History • LCV • Company Detail Information • E-mail Interaction- Views, Opens, Engagement, etc How can we bring these together to enable better personalization and marketing? +
- #SitecoreSYM 14 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SITECORE + SALESFORCE Building a Holistic Data Strategy Key Components: • Developing a Data Architecture • Designing a consistent cross-channel data model • Integrating Anonymous, first touch, 3rd and 2nd party (e.g social) data and transaction data • Defining the single source of truth • Ensuring elasticity and scalability for growth and new channels
- #SitecoreSYM 15© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SITECORE + SALESFORCE HowWe Do It Hero CX_OS
- #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 16 Leveraging Salesforce for Success
- #SitecoreSYM 17 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
- #SitecoreSYM 18 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Stream
- #SitecoreSYM 19 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Stream MARKETING SITE
- #SitecoreSYM 20 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Stream INTEGRATED ENROLLMENT
- #SitecoreSYM 21 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Stream CUSTOMER PORTAL
- #SitecoreSYM 22 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
- #SitecoreSYM 23 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. SITECORE + SALESFORCE Looking Forward • Sitecore and Salesforce can define the next generation of customer solutions • Data is the key to delivering on vision of meaningful personalized interactions • Embracing a broader ecosystem will require us to think differently about how every customer touchpoint can impact the next
- #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 24 Thank you.
Editor's Notes
- Salesforce is expanding market share at an extremely rapid pace They expect to pass $22B in revenue in the next 4 years And Salesforce is the most valuable source of customer data and insights that we have available to us
- Salesforce is expanding market share at an extremely rapid pace They expect to pass $22B in revenue in the next 4 years And Salesforce is the most valuable source of customer data and insights that we have available to us
- TARGET: Prospect is targeted based on criteria defined in DSP, Google, etc. VISIT: Visits site, anonymously, (via media or direct) bringing along any targeting attributes via tags (exposed in the data layer. JOIN: All new visitors are assigned a Sitecore ID and a Salesforce ID. Activity is tracked anonymously in both until they authenticate. The Salesforce ID can be joined to the Sitecore ID as a dimension in Sitecore OR via the data layer REPLICATE: Sitecore and Salesforce data is replicated and constantly updated in Krux. RECOGNIZE: Leverage 3rd-party data to recognize the customer either through data such as traffic source, campaign, and/or 3rd party sources to match and enrich visitor profiles. After the visitor authenticates (7), PII data is captured in SFMC, which is linked to web engagement data via Sitecore & the data layer. Engagement history (across site, SFMC campaigns, sales, and revenue) is available in the CRM for personalization and analysis. The combined data assets can be further utilized for advanced modeling, scoring, forecasting, reporting, and analysis. CUSTOMIZE: Home page and experiences are customized by xDB based on known attributes and defined rules. Krux continues to combine and refine all the data and generate deeper insights for personalization. CRM enables explicit personalization for the logged in user AUTHENTICATE: When the anonymous visitor completes a form the data is captured on the site, a record is propagated in Salesforce This completes the contact/lead record with a Sitecore ID and Salesforce ID, AGGREGATE/ SEGMENT: Krux aggregates all data to create a complete view of the customers from all data sources. Krux enables segmentation, leverages AI and ML to improve segmentation and extract insights for personalization of both e-mail and web interactions
- Stream is the largest direct selling energy company in the world. In addition to its electricity and gas service offerings, Stream also offers nationwide mobile service, protective services including identify theft protection, credit monitoring and tech support including data backup services, and an ever growing number of home products and services including a digital voice service and a smart thermostat. Stream sells its services direct to consumer through a large network of independent associates. HERO has been strategically involved with Stream since the outset of our engagement. We were initially engaged to make platform recommendations and re-design the marketing site, create a unified enrollment funnel across services, and rebuild the customer portal. In addition to the technical architecture and implementation, Hero has also created all of the experience design across the various web channels, which is all responsive across desktop, tablet, and mobile devices.
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