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Getting Ready For DMS Personalization

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Learn how to create personalized and engaging web experiences with Sitecore DMS.

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Getting Ready For DMS Personalization

  1. 1. 0 eDynamic, Wednesday, April 30, 2014 0 GettingReadyfor Personalizationusing SitecoreDMS AMarketingprimer
  2. 2. 1 eDynamic, Wednesday, April 30, 2014 1 1 2 3 4 UNDERSTANDING PERSONALIZATION PERSONALIZATION FRAMEWORK SITECORE DMS: PERSONALIZATION EXAMPLES
  3. 3. 2 eDynamic, Wednesday, April 30, 2014 Personalization:Whatisit? What does “Personalization” mean in the context of online marketing? • Anefforttodifferentiate yourself,basedonmakingwhat you’resellinguniquetoeachprospect. • Interactingwithprospectsonapersonal level:delivering contentthatspeaksdirectlytotheirneeds. • Basedontheoriginal conceptof“one-to-one” marketing, technologyhasmadethisconcepteasiertoexecute.
  4. 4. 3 eDynamic, Wednesday, April 30, 2014 Personalization:Whatitneedstobe To turn visitors into customers, you need to engage them at every step of their buying journey • Buyersevolveastheygothrough thebuyingcycle • Buyersgetmoresophisticatedin their knowledgeoftheindustry, market,productfeatures. • TruePersonalizationshouldbe richeranddeeperandengage thecustomerincontextthrough anunderstandingoftheir behavioranddisposition.
  5. 5. 4 eDynamic, Wednesday, April 30, 2014 4 Personalization: WhyitMatters
  6. 6. 5 eDynamic, Wednesday, April 30, 2014 Personalization:WhyitMatters Engageyourcustomerorlosehertothecompetition • Prospectsaremore informedthanever. • Adeeper,richerWeb experiencekeepscustomers engaged. • Abetterengagedprospectis thatmuchclosertoasales- readylead.
  7. 7. 6 eDynamic, Wednesday, April 30, 2014 ImportanceofEngagement Moving people from consideration to commitment is the most important path of the sales process — also the most necessary Marketing Sherpa B2B Benchmarking Report
  8. 8. 7 eDynamic, Wednesday, April 30, 2014 WhenistheBestTimetoEngage? Engaging customers at their point in the buying cycle, with relevant content that promotes action, is key.
  9. 9. 8 eDynamic, Wednesday, April 30, 2014 8 Understanding theContext
  10. 10. 9 eDynamic, Wednesday, April 30, 2014 1. Understandingthecustomer—stepintotheirshoes 2. Alignwiththeirexpectations—understandtheirmindset 3. Knowthembetterthanthemselves—augmentyourdata UnderstandingContext Contextisaboutleveraginginformationabouttheprospecttooptimizetheinteraction andengagementacrossallchannels “Although the rudiments of context- aware computing have been around for some time now, it is a disruptive technology that has the potential to be a real ‘game changer’ in terms of competitive advantage” Gartner 2009
  11. 11. 10 eDynamic, Wednesday, April 30, 2014 Technologyisonlytheenabler ThecontentandexperienceofferedbysolutionslikeSitecoreDMS,is drivenbythevisitorcontextbut… • Youneedtobetterunderstandthejourneyyour prospectstake,andtravelitwiththem. • Learnwhattheywant/needateachstageofthebuyingcycle • Deliverrelevantcontenttokeepthemengaged • Nurturethemtothefinishline. • Technologycanenabledeepinsightsintopotential buyers. • Deliveringpersonalizedcontent,inatimelymanner, iswhatwillturnavisitorintoaprospect.
  12. 12. 11 eDynamic, Wednesday, April 30, 2014 Visitorgenerated:Implicitinformationcapturedfromthewebsitejourney—the“digital footprints”leftbythevisitor  Indicatorsofpreference,predispositions,leadmaturity Visitorsupplied:Explicitinformationsuppliedbythevisitorastheycomplete questionnaires,quizzesandotherfacilities  Commondemographics—name,age,gender,interests Externallysupplied: Informationcapturedbyexternalserviceproviders,emergingcontext- enrichedservices  Location,presence,socialattributes,cross-vendorbuyinghabits IdentifyingVisitorContext Contextcanbeidentifiedthroughimplicit,explicitorexternalmeans—allofwhichare integratedorinterfacewiththeCMS
  13. 13. 12 eDynamic, Wednesday, April 30, 2014 12 1 2 3 4 UNDERSTANDING PERSONALIZATION PERSONALIZATION FRAMEWORK SITECORE DMS: PERSONALIZATION EXAMPLES
  14. 14. 13 eDynamic, Wednesday, April 30, 2014 1. DefinetheBuyerandtheBuyingCycle  Buildtheprofile,analyzetheprofileandrespondtotheprospect 2. UnderstandtheBuyer’sDisposition  Readtheprospect’sDigitalBodyLanguageandrespondtotheirneeds 3. Characterizeprospectswithaprofile  Propertiesincludebuyingcyclestateandsegmentationparameters 4. Aligncontenttotheprofiles  Contentwillspeakdirectlytoaprospectprofile 5. Leveragetheplatform  UsetheSitecoreDMSRulesEngineandAnalyticstodrivetheengagementcycle 5StepstoenablingtruePersonalization edynamicusesfivestepstoachievecontextualengagementthatalignswithcustomer expectationsanddrivesacquisition Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  15. 15. 14 eDynamic, Wednesday, April 30, 2014 Step1.UnderstandyourBuyingCycle Therearetypically5-6stagescustomerspassthrough fromthepointofneedrecognitiontoapurchase decision  Understand your customer’s mindset through the buying cycle journey Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  16. 16. 15 eDynamic, Wednesday, April 30, 2014 Step2:UnderstandDisposition Whatarethetriggersandtripwiresthatturnsomeoneintoabuyer?Howdo youdeterminethem? • Understandavisitor’s“digitalbodylanguage” • Useleadscoring,analytics,feedbacktobuildaprofile–whatdid customerlookatlasttime?Basedonpastbehavior,whatdothey wanttoseethistime? • Learnwhichtriggersindicateprospectsarereadytomovetothe nextstage Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  17. 17. 16 eDynamic, Wednesday, April 30, 2014 Step2cont’d:UnderstandMotivators Identify and prioritize your customer’s “pain points or Motivators” Some Examples:  Operational Efficiency  Increase Revenue  Cost Savings  Membership Rewards  Compliance  Risk Mitigation  Sell More Rooms/Seats
  18. 18. 17 eDynamic, Wednesday, April 30, 2014 Step2cont’d:UnderstandtheTriggers Onceyouunderstandaprospect’sdisposition,it’stimetomovethem forward • Usingtheprofileandleadscoringanalytics,serve specific contentthatmatchestheprospect’sdisposition. • Examples: • Ifaleadisstillintheinformationgatheringphase,serveawhite paperthatdeliversmoredetailsaboutproductbenefits • Ifaleadisinthevendorevaluationphase,deliveraWebinaror Videothattalksaboutyourdifferentiators Information Gathering Vendor Evaluation Purchase Decision
  19. 19. 18 eDynamic, Wednesday, April 30, 2014 Step3:ProfileandSegmentyourAudience Who is buying from you? Understand the distinct buying groups within your prospect population Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  20. 20. 19 eDynamic, Wednesday, April 30, 2014 Understand segmentation attributes  Demographics  Needs  Behavior  Others… Segmentgroupguidelines  Mutuallyexclusive  Homogeneous  Substantial Step3cont’d:WhattoConsiderforSegmentation Objective:Understand relevantsegmentationattributes,defineexclusiveandhomogeneous groupsthatareofsubstantialsize
  21. 21. 20 eDynamic, Wednesday, April 30, 2014 Step4:AlignContenttotheSegmentation Identify content that addresses customer expectations. Consider buying cycle, segmentation, pain points/motivators Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  22. 22. 21 eDynamic, Wednesday, April 30, 2014 Mappingcontent  Perstageinthebuyingcycle  Persegment Putyourselfintheirshoes  Whatquestionswouldtheyhaveat thisstage?  Whatinformationwouldtheyneedto moveforward?  Whatfear,uncertaintyanddoubt (FUD)mustbeovercome? Step4cont’d:CreatingaContentMap Objective:Understandprospectneedsandmotivationspersegmentper stage,walkthebuyingcycleliketheywould
  23. 23. 22 eDynamic, Wednesday, April 30, 2014 Step5:LeveragethePlatform Onceyoubetterunderstandthebuyingcycle,whoisbuyingfromyou,and why,youcandeliverthecontentattherighttime. BuildtheRules  Understandandalignthemessageswiththesegmentandtheir objections  Createrulestodelivercontent  Persegment:Jobtitle,industryvertical,etc.  Perstageinthe buyingcycle:Infogathering,vendorevaluation,etc. Define Buyer & Buying Cycle Understand Buyer Disposition Profile and Segment Align Content to Profiles Implement the Platforms
  24. 24. 23 eDynamic, Wednesday, April 30, 2014 23 1 2 3 4 UNDERSTANDING PERSONALIZATION PERSONALIZATION FRAMEWORK SITECORE DMS: PERSONALIZATION EXAMPLES
  25. 25. 24 eDynamic, Wednesday, April 30, 2014 SitecoreDMS Thedemandgenerationandcustomerengagementpowerhousewithin yourSitecoreinstance
  26. 26. 25 eDynamic, Wednesday, April 30, 2014 DMSPersonalizationPillars
  27. 27. 26 eDynamic, Wednesday, April 30, 2014 TheJourneyfromVisitortoSalesLead UnderstandingLeadstoSuccess:Themoreyouknowaboutyour prospects,morelikelytheyaretobecomecustomers. • Whenyouknowwhatdrives yourprospects,youcantake thejourneywiththem • Thecustomerisbetter engagedwithwhatyou’re offering • Anengagedcustomeris closertopurchase
  28. 28. 27 eDynamic, Wednesday, April 30, 2014 PuttingitintoActionwithSitecoreDMS SitecoreDMSisthePersonalizationEnabler • Sitecore’sDigitalMarketingSolution,orDMScanimplement yourtriggerrulesandautomatedeliveryofthecontent. • Startbyconsideringyourtriggersandrules… Information Gathering Vendor Evaluation Purchase Decision Trigger: Visit to “About us” age Trigger: Demo Request Trigger: Pricing Request Rule: Deliver White Paper Rule: Deliver Demo Webinar Rule: Initiate Sales one- on-one
  29. 29. 28 eDynamic, Wednesday, April 30, 2014 ASitemapbasedonRules Developawireframesitemapbasedonyourrules • Yourwireframesitemaphelpsyoumapoutwhoseeswhat,andwhen.
  30. 30. 29 eDynamic, Wednesday, April 30, 2014 29 TechnicalInsight
  31. 31. 30 eDynamic, Wednesday, April 30, 2014 PersonalizationThroughDMS DMSallowscomponentsonapagetobepersonalized WineDrinker Beer Drinker
  32. 32. 31 eDynamic, Wednesday, April 30, 2014 PagesareMadeofComponents Individualpagecomponentsarepersonalized
  33. 33. 32 eDynamic, Wednesday, April 30, 2014 AlterComponentAttributes TheSitecoreRulesEngineorchestratescomponents  HideComponent  ChangeComponent  ChangeComponent Data
  34. 34. 33 eDynamic, Wednesday, April 30, 2014 Conditions SitecoreRulesEngineConditionsdeterminewhenaruleisused Sitecore contains a number of conditions  DMS Profile  Previous site (referrer)  Manual classification of user  Previously triggered “goal”  Location of user (country, city, etc.)  Engagement plan state  Custom condition  And many more…
  35. 35. 34 eDynamic, Wednesday, April 30, 2014 ChangeComponentData Componentsreaddatafromtheir“DataSource” Pages Component Data
  36. 36. 35 eDynamic, Wednesday, April 30, 2014 StaticPlacementofComponent Componentstobepersonalizedmustbeplaceddynamically  Dynamic placement occurs automatically in the Page Editor  Static placement to be used for non- personalized components
  37. 37. 36 eDynamic, Wednesday, April 30, 2014 ComponentFieldswithinHostPage Embeddingcomponentfieldsinthehostpagereducesflexibilityand makespersonalizationclunky  Static component fields lead to static page structure  Extract component fields to independent data source template
  38. 38. 37 eDynamic, Wednesday, April 30, 2014 ComponentUsesContextItem Componentsmustusetheconfigureddatasourcetoallowadifferentdata sourcetobeprovided  XSLT Renderings already use data source if provided  Sublayouts require code updates Lorem ipsum dolor sit amet Output 1 Component 1 Request
  39. 39. 38 eDynamic, Wednesday, April 30, 2014 38 1 2 3 4 UNDERSTANDING PERSONALIZATION PERSONALIZATION FRAMEWORK SITECORE DMS: PERSONALIZATION EXAMPLES
  40. 40. 39 eDynamic, Wednesday, April 30, 2014 Example:B2CWebsite Avisitorcomestoacyclingcompanylookingforanewbike.Firstvisit,he seesthehomepage…
  41. 41. 40 eDynamic, Wednesday, April 30, 2014 Example:B2CWebsite Onhisnextvisit,weleveragethedatacollectedonhisfirstvisittopresent informationbasedonhisbehavior…
  42. 42. 41 eDynamic, Wednesday, April 30, 2014 Example:B2CWebsite Whenhe’sinthe“purchaseevaluation”phase,wepresenthimwithwhere hecanbuy.
  43. 43. 42 eDynamic, Wednesday, April 30, 2014 Example:B2BWebsite TheB2Bspaceismorechallenging,butprospectscanstillbeengagedon apersonallevel
  44. 44. 43 eDynamic, Wednesday, April 30, 2014 Example:B2BWebsite Themoreinfoyouhaveaboutavisitor,themoretargetedyoucanmake yourcontent…
  45. 45. 44 eDynamic, Wednesday, April 30, 2014 Example:B2BWebsite …deliveringthekeyinformationontheproductsandsolutionsthatsuit theirneeds.
  46. 46. 45 eDynamic, Wednesday, April 30, 2014 Connectwithus 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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