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Marketing personalized at scale sitecore + sfmc = success final final

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Marketers need speed. From identifying prospects to creating segmentation, from creating customer profiles to personalizing campaigns, and from creating contextual content to launching campaigns at scale, marketers need agility and accuracy. Sitecore Connect allows marketers to break data silos, integrate their experience and marketing platforms such as Salesforce Marketing Cloud, and create a single view of customers to achieve faster time to market.

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Marketing personalized at scale sitecore + sfmc = success final final

  1. 1. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Marketing personalized at scale: Sitecore + SFMC = success
  2. 2. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Varun Nehra VP - Solution Architecture Head of Digital Solutions Group 15+ years of industry experience 20+ Hands on Sitecore deliveries 50+ client engagements Amit Thapliyal VP- Marketing Full Stack Marketing | Consulting | Digital Transformations 14+ yrs across : SaaS | Services verticals | B2B & C Brand Management, Growth Marketing & Strategic Alliances Passion: Building Marketing Engines Life’s Motto: Do the New Who we are @ideazfactory247 https://www.linkedin.com/in/amitthapliyal Amit.thapliyal@altudo.co @sitecorevarun www.sitecorevarun.com varun.nehra@altudo.co
  3. 3. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. @sitecorevarun @GoAltudo #SitecoreSYM 01 02 03 04 05 06 Let’s define a few things first Challenges marketers face Why Sitecore & Salesforce? Let’s go on a journey together See how Sitecore & Salesforce come together What’s next? Quick Preview
  4. 4. Marketing genius once said …
  5. 5. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. But WHY are we here? Great to be here …
  6. 6. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. ❛❛… driving meaningful experiences at scale and across channels…❜❜ Mark Frost CEO - Sitecore Our common goal
  7. 7. WE ARE IN THE EXPERIENCE ECONOMY
  8. 8. CX Fail: Results • Fractured Customer Experience- Brand Image • Sluggish time to market • Low Volume of Sales Leads • Low engagement & Lead Quality • Low acquisition rates, high CAC, high Churn • Lost opportunities – Cross Sell, Upsell • Referrals, Advocacy
  9. 9. CMOs’ Top Imperatives CX, Optimizing mar-tech spends, innovation & personalization are top agendas for marketing leaders Gartner CMO Survey(s) “You’ve got to start with Customer Experience & work back towards the technology.. not the other way around.” - Steve Jobs
  10. 10. The Layers of Engagement Find, win, grow and retain customers A single, best version of the customer truth reaching across any marketing touch-point, anywhere in the journey Personalization everywhere Winning customer experience Value for customers & experiences
  11. 11. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s define a few things first … This Photo by Unknown Author is licensed under CC BY-SA
  12. 12. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Defining Personalization At Scale
  13. 13. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Building customer profiles iteratively across systems & channels What is Personalization at scale? Seamless personalization & brand orchestration across MarTech Personalization is communicating value to an audience of 1 At scale – multi-channel marketing across multiple customer segments to achieve a single outcome
  14. 14. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Achieving Personalization at scale Omni-channel orchestration of 1:1 relevant content & experiences Measurement strategy for success Integrate systemsBreak data silos
  15. 15. Are you optimizing your MarTech investments? 13% 39% 39% 9% Absolutely Somewhat We could do better Not at all —Source: 2019 Chief Marketer Martech Outlook | Survey: 500 CMOs
  16. 16. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s define success This Photo by Unknown Author is licensed under CC BY-NC-ND
  17. 17. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Depends on who you ask… What’s the definition of success?
  18. 18. Success as per Google …
  19. 19. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Today’s marketing success comes from self-publishing web content that people want to share. It’s not about gimmicks. It’s not about paying an agency to interrupt others. David Meerman Scott Author of several books on marketing, including The New Rules of Marketing and PR. Defining success
  20. 20. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Being able to know them, what they value & then create moments of truth – to make customers raving fans.. Converting engagement to revenue outcomes comes next Amit Thapliyal VP – Marketing @Altudo Defining success
  21. 21. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Each piece of marketing technology delivers value in it’s own right. However, their cumulative value is realized by successful coupling of complementary MarTech. Varun Nehra VP – Solution Architecture @Altudo Defining success
  22. 22. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. • Business/Marketer – “Increase recognition!” • Marketing Technologist – “Increase number of 20 min engagement customer” • Implementation Partner – “Identify and track 7x customer” A large adventure tourism company Real world definition of success
  23. 23. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Marketer’s Challenge This Photo by Unknown Author is licensed under CC BY-NC-ND
  24. 24. A bird’s eye view of challenges • More channels, less engagement • Complex attribution • More data, less insights • Growing MarTech stack- More options , increasing investments (upto 33% of marketing budgets) VS greater expectations of ROMI
  25. 25. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Top challenges for marketers Collecting the right data Identifying the right KPIs for measurement Analyzing the data Aligning KPIs with business goals Attributing leads to revenue Attribute social & content to revenue
  26. 26. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Success KPIs Cheat sheet
  27. 27. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Why Sitecore & Salesforce
  28. 28. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. • Sitecore’s DXP is based on its heritage WCM as well as digital marketing and commerce capabilities. • Sitecore’s multichannel strategy is supported by ongoing innovation in headless/head-optional approaches for experience delivery. • Sitecore has been investing in exploiting Microsoft-based, ML-driven personalization at scale. • This is in addition to existing personalization capabilities in Sitecore Experience Database (xDB). Magic Quadrant for Digital Experience Platforms Best of breed DXP
  29. 29. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. • Salesforce Marketing Cloud comprises core elements that enable B2C marketers to orchestrate end-to-end journeys across all engagement channels. • Salesforce continues to add native capabilities like automated segmentation and enhanced journey analytics across Marketing Cloud via Einstein • In 2019, it plans to add predictive frequency capping, predictive content selection and journey recommendations to enable more insight-driven, autonomous marketing decisions. • Salesforce has a vast ecosystem of partner integrations to deepen capabilities when necessary. Magic Quadrant for Multichannel Marketing Hubs Best of breed Multi-channel Marketing Hub
  30. 30. Sitecore + SFMC = Success
  31. 31. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Best of breed platforms coming together
  32. 32. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s go on a digital journey together … Art of Experience This Photo by Unknown Author is licensed under CC BY-NC-ND
  33. 33. 33
  34. 34. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo (Pentland Group) Industry: Brand/Designer Product: Swimwear Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Research Phase Engagement: LOWStrategy: Engage & Build Trust ? Channel: Website Personalization
  35. 35. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Connect with other brands Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Channel: Website PersonalizationStrategy: Unknown to Known Engagement: MEDIUMStrategy: Become Part of Community Channel: MA – Email/CRMChannel: Website Personalization Register for event Connect Connect Connect with other Swimwear brands attending the London Swimwear Show
  36. 36. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Connect with other brands GOAL: Create account Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOW ? Engagement: MEDIUM LYCRA® LYCRA® Strategy: Become Part of Community
  37. 37. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOW ? Engagement: HIGH SUBSCRIBE! Swimwear News Subscribe to our specialized Swimwear Newsletter, and get the latest industry news delivered to your inbox! All the latest, all Swimwear. To subscribe, click here. Strategy: Become Part of Community Strategy: Convert to Customer
  38. 38. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
  39. 39. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
  40. 40. Helen Campbell Pentland Group (Speedo) Swimwear Designer - Innovation Brand/Designer $4.7 billion Designer, Swimwear Linked In – London Swimwear Fashion Show Newsletter Subscription – Swimwear, Attended London Swimwear Fashion Show
  41. 41. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter GOAL: Meet with Sales Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer Hi Helen, Thank you for coming to our swimwear show event in London, UK and stopping by our booth. We have sent this email to let you know about LYCRA® design challenge on December 3rd in Miami, Florida. You can also book a “one on one” with Arturo Valenzuela to talk through how we can help you. LYCRA® Swimwear Connect on Lycra Portal Channel: Website PersonalizationChannel: MA – Email/CRM
  42. 42. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three Visit #: Four GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter GOAL: Request TMLA GOAL: Order Hangtags GOAL: Become VIP Engagement: LOWStrategy: Engage & Build TrustStrategy: Unknown to Known Engagement: HIGHStrategy: Create an Advocate Enjoy VIP Benefits Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com ?
  43. 43. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM How much MarTech do you really need?
  44. 44. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. We have several marketing technology platforms CXM/DXP, MAP, CRM etc. How can I be more impactful with my MarTech investments? Director – Digital Marketing Large Multi-national professional services provider Customer once asked …
  45. 45. 46 MAP is your pitcher. CMS catches and converts. CRM keeps score.
  46. 46. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Customer Journey to Lead Management
  47. 47. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 ?
  48. 48. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 ?
  49. 49. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Landing PageArticle Nurture 1 ?
  50. 50. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Landing PageArticle Nurture 1 ?
  51. 51. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 ? Profile: Productivity Tools
  52. 52. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 ? Profile: Productivity Tools Profile: Focus Segment 1
  53. 53. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content ? Profile: Productivity Tools Profile: Focus Segment 1
  54. 54. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1
  55. 55. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1
  56. 56. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1
  57. 57. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1
  58. 58. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA GOAL: EMAIL GOAL: L/S 1 Profile: Productivity Tools Profile: Focus Segment 1
  59. 59. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1
  60. 60. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture Quote Tool Contact Sales GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1 Profile: Enterprise Bundle GOAL: L/S 5
  61. 61. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture Quote Tool Contact Sales GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1 Profile: Enterprise Bundle GOAL: L/S 5 GOAL: L/S 10
  62. 62. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture Quote Tool Contact Sales GOAL: EMAIL Profile: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1 Profile: Enterprise Bundle GOAL: L/S 5 GOAL: L/S 10 GOAL: MQL
  63. 63. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Sitecore <> SFMC <> Salesforce CRM Arrives on Sitecore landing page Signupfor Webcast Email and webinar invite Email Opened on preferred device Sitecore XDB Click on Form Confirmation email sent Webinar attended CRM MAP
  64. 64. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s simplify it… This Photo by Unknown Author is licensed under CC BY-SA
  65. 65. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Profile: Interested in Sitecore 9 IP Address: 172.20.1.85 GeoIP: Stamford, CT Organization: Acme Enterprises Visit#: One Goal: Subscribe Visitor #10012 Visitor searches on Google and lands on Sitecore Webpage Source: Google Email : walters.johanes@acme.com Organization: Acme Enterprises Since the visitor was interested in Sitecore 9. We sent a personalized invite for Sitecore 9 upgrade using SFMC Email, Web Push and App Push feature Once John registers, their details are updated across channels Name: John Walters Name: John Walters Phone: +1-(2311)-459-875 Phone: +1-(2311)-459-875 Profile: Interested in Sitecore 9
  66. 66. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. The Connector pushes media content from Sitecore to SFMC
  67. 67. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Marketing Personalized at scale 1. Contact and Segment Lists can be transferred from Sitecore to SFMC. 2. Items stored in Sitecore Media Library can be exported to SFMC. 3. xConnect Contacts in Sitecore can be exported to SFMC. Sitecore Connect for Salesforce Marketing Cloud +
  68. 68. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Marketing Personalized at scale 1. All the contacts in Salesforce CRM can be imported to Sitecore. 2. All the contacts in Sitecore can be exported to Salesforce CRM. 3. Email Campaigns in Salesforce CRM can be imported to Sitecore. 4. Tasks related to a contact in Salesforce CRM can be imported to Sitecore. + Sitecore Connect for Salesforce CRM
  69. 69. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Media Library Synced Consistent experience through shared media across emails and web pages
  70. 70. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. What else is possible with Sitecore + SFMC?
  71. 71. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Marketing Personalized at scale + o Media items stored in SFMC content builder can be imported to Sitecore Media Library. o We can create Contact and Segment Lists in Sitecore by using SFMC contacts. o We can perform personalization for a contact on the basis of the content stored in SFMC. o Only a particular contact can be imported or exported from Sitecore and Salesforce. o Leads can be imported or exported from Sitecore and Salesforce CRM. o We can perform personalization for a contact on the basis of the content stored in Salesforce CRM.
  72. 72. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Now, Let’s assume Sitecore Upgrade Webinar invite is email is sent to a cold prospect. Email : walters.johanes@acme.com Organization: Acme Enterprises Name: John Walters Phone: +1-(2311)-459-875 The contact registers for the webinar, we captured their interest in SFMC Attribute: Widget- Sitecore 9 Upgrade Now when the next time the same visitor visits the website, we show up a personalized offer of Sitecore upgrade whitepaper. GeoIP: Stamford, CT Visit#: One Goal: Subscribe Visitor #10012 Name: John Walters Phone: +1-(2311)-459-875 Email: walters.johanes@acme.com IP Address: 172.20.1.85 Organization: Acme Enterprises Source: Google The user fills in their information Engagement Value: 35 Engagement Value gets synced in Salesforce CRM
  73. 73. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Integration between Sitecore & Salesforce
  74. 74. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Eco-system – Sitecore <> Marketing Automation tools Sitecore XDB Sitecore Connect for Salesforce CRM Social Channels
  75. 75. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. @sitecorevarun @GoAltudo #SitecoreSYM • Personalized/Dynamic - Content using data from MAP and CRM • Conversion Optimization and contextual offers • Email Marketing • Content Marketing • Traffic Generation (via Social and Digital plugins) • Lead Scoring • Lead Nurture • Prospect activity access to sales • Analytics • Campaigns Tagging and Tracking (Dynamically) • Opportunity Tagging (Dynamically and by sales) • Revenue and ROI Dashboards • Using Data Populated by Sales in campaigns (Contract, Expiry Data, Current Competitors benchmarked, upsell opportunities, etc.) Virtual Customer DB Common Customer Context Integration of • Behavior & Activity Data • Form Submit Data (Leads) • All custom and standard fields across three systems
  76. 76. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM What’s next The Revenue Engine
  77. 77. Images from Sitecore CMS inserted into SFMC Email Images to email Exchange of behavioral data from Sitecore for use in Audience Builder and Content Builder Cross-product Data Sync Insert managed content blocks from Sitecore CMS into SFMC’s email and leverage personalization Enhanced email Insert personalized and optimized content from Sitecore into SFMC email Personalization & optimization Sitecore and Salesforce Roadmap
  78. 78. Coupling the MarTech stack…
  79. 79. Three Pillars of Revenue Engine 1:1 Marketing CRM MAP SXP Core Contact DataCustomer Behavior Funnel Stage and Lead Score
  80. 80. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. 30, 60, 90 day strategy Traditional • CMS Updates • Traffic Analytics • Spray and Pray • Ad Hoc Social • Landing Pages Time to Value • Engagement Analytics • Easy Personalization • Real Time Profiling • AB Testing CRM MAP SXC Customer Behavior Core Contact Data Funnel Stage and Lead Score The Revenue Engine Flying Blind Quick Business Wins 1:1 Marketing
  81. 81. Thank you FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. ©2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.

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