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Its all about revenue!

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A Revenue Engine increases revenue for organizations by seamlessly aligning demand gen strategies with business processes and the customer journey, providing a single view of the customer and integrating an optimized CX tech stack.

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Its all about revenue!

  1. 1. The Revenue Engine It’s all about Revenue! How to Use Sitecore to build a Revenue Engine, Drive MQLs & Prove Marketing ROI
  2. 2. We are a global digital marketing and technology agency focused on customer engagement.
  3. 3. Quick Overview 3 +200 Staff 4 MVP’s Certified Team Sitecore Gold Partner Since 2003 Over 200 Projects Delivered New York Atlanta Boston Extensive Martech Integration Business Uplift Focus Multiple Award Winners
  4. 4. OUR SERVICES DRIVE GREAT CX OUTCOMES 4 • Demand Generation • Content Strategy & Production • Personalization Strategy • CX Strategy • UX Research • Customer Journey Mapping • Multi-Device, Multi-Channel experience design EXPERIENCEMARKETING • Technology Strategy • Mobility and IoT • Marketing Automation • Social Listening • CXM Platforms • CRM • Cloud Consulting • Analytics and Business Intelligence • AI • Commerce Platforms TECHNOLOGY
  5. 5. Our work gets noticed Sitecore People’s Choice Website of the year Webby Official Honoree Winner Hermes Creative Gold Winner AVA Digital Gold Winner Technology Innovator Award 5
  6. 6. CX drives revenue. CX leaders’ average revenue outgrows laggards by more than double digits. 89% of businesses now expect to compete mostly on the basis of customer experience.89% Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of, and engagement with your customers. 6
  7. 7. Be Relevant or Lose Customers There is no middle ground. 70% of business buyers says it’s absolutely critical for companies to provide a personalized experience. 74% of business buyers conduct more than half of their research online before making an offline purchase. 75% of B2B buyers would purchase again from suppliers that offered omni-channel capabilities.
  8. 8. The Reasons CX Fails No Executive Buy In Customers expect to be engaged in real time, and on a personal level. This is now the baseline. No Cross Channel Strategy Lack of a demand generation strategy across the customer journey. No Personalization B2B buyers, after experiencing efficient digital purchasing with popular retailers, expect the same experience at work. B2B is not immune from CX.
  9. 9. CX Fail Outcomes The Big Three.
  10. 10. Fractured customer experience Lost sales. No single view of customer.
  11. 11. Your data lives in siloes You can’t measure. You can’t report.
  12. 12. Poor quality sales leads Sales wants leads. Marketing needs to deliver.
  13. 13. Some get it. 1.9 Billion added to pipeline. In cost savings.1.3M Marketing operationalized internationally. 13
  14. 14. Some don’t. Global killer brand. Years in business.128 Owned the digital photography patent. 14
  15. 15. Big data means you cant see the wood, for the trees
  16. 16. #SitecoreSYM Flying Blind Quick Business Wins 1:1 Marketing Revenue Engine Roadmap Engagement Analytics Easy Personalization Real Time Profiling AB Testing CMS Updates Traffic Analytics Spray and Pray Ad Hoc Social Landing Pages CRM MAP SXC Core Contact DataCustomer Behavior Funnel Stage and Lead Score
  17. 17. 17 MAP is your pitcher. CMS catches and converts. CRM keeps score.
  18. 18. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe Newsletter Quote Calculator Top of Funnel Nurture Middle of Funnel Bottom of Funnel Unknown Prospect Unknown to Known MQL MAP SITECORE CRM Contact Sales DRIVE LEADS CONVERT LEADS MANAGE LEADS Connector Connector
  19. 19. Digital Marketing Transformation 19 Middle of Funnel Warm Lead Top of Funnel Cold Lead Bottom of Funnel Hot Lead Objectives Strategy & Tactics Data Technology Source new, unknown prospects & convert to known leads that can be nurtured. • AdWords/Banner advertising • Personalized website journeys • Gated content and web forms • Social media marketing • Blogging • Anonymous clickstream • Sitecore profiling • First and third party cookies • CMS personalization CMS Qualify Leads to MQL & accelerate purchase decisions with relevant engagement. • Outbound channel marketing • Lead Scoring • Triggered Outbound Campaigns • Event management (webinars, tradeshows, etc.) • Known profile & digital footprint • Lead score & Qualified Response • Campaign insights • Account level data CMS & MAP Sales Lead Qualification and Deal Closing, Followed by Customer Onboarding. • Generate SAL & sales insight • Campaign conversion • Single view of customer • Upsell and Cross Sell campaigns • NPS and CSAT surveys • Advocacy, Loyalty and Retention • Purchase History • Loyalty Profile • Customer Satisfaction Survey data CMS, MAP & CRM What the CMO needs: REVENUE & CONTEXTUAL EXPERIENCE Orchestrating CMS, CRM and MAP capabilities is key.
  20. 20. 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 ?
  21. 21. 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 ?
  22. 22. 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 ?
  23. 23. 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 ?
  24. 24. 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: Home Insurance
  25. 25. 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: Home Insurance Profile: Home & Car Bundle
  26. 26. 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: Home Insurance Profile: Home & Car Bundle
  27. 27. 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: Home Insurance Profile: Home & Car Bundle
  28. 28. 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: Home Insurance Profile: Home & Car Bundle
  29. 29. 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: Home Insurance Profile: Home & Car Bundle
  30. 30. 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: Home Insurance Profile: Home & Car Bundle
  31. 31. 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: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1
  32. 32. 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: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1
  33. 33. 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: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1 Profile: High Value Bundle GOAL: L/S 5
  34. 34. 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: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1 Profile: High Value Bundle GOAL: L/S 5 GOAL: L/S 10
  35. 35. 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: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1 Profile: High Value Bundle GOAL: L/S 5 GOAL: L/S 10 GOAL: MQL
  36. 36. Your most important channels – working in symphony.
  37. 37. Objectives Digital Technology Strategy & Global Marketing Operations Center Outcomes AMEX wanted to maintain their leadership position in the highly competitive financial services marketplace, having seen the effectiveness of dynamic content and marketing automation platforms in other industries. Vendor Selection - Selected the entire ‘digital platform’. Workshop & Strategy Development – Developed a Customer Experience roadmap across AMEX ecosystem. Operationalize the Experience Globally- Execute multiple projects, in 4 continents. Evolved their digital performance- Improved online customer engagement and leads conversion with digital and CEX best practices, like scoring, personas, nurture and personalization. Single View of the Customer- Integrated their systems and provided a consolidated view of the customer across platforms.
  38. 38. Objectives Outcomes edynamic worked with WP Carey to develop a holistic strategy for the ideal Customer Experience for their Financial Advisors. This included ideation, persona development, customer journey modelling and the creation of engagement metrics to track the customer journey across systems. After strategy development, edynamic operationalized the WP Carey marketing ecosystem and their omni-channel communications. Sitecore xDB edynamic Sitecore <> MA tool connector • Financial Advisors who engaged with marketing campaigns: • 3x more likely to sell a fund. • 60% more likely to sell another product in the future. • Email to website traffic increased by 100%. • Unique click-through traffic increased by 26%. Customer Experience & Marketing Ecosystem Development
  39. 39. Objectives • Created a separate website on Hexagon Mining - integrating 4 websites into a new single website on the Sitecore platform that reflect the current and future states of the organization. • Develop and maintain components of Corporate Core Framework for Sitecore and Pardot that was used across multiple business units within Hexagon. • Combined events website and custom reporting structure with dynamic personas and personalization. • edynamic Sitecore + Pardot Connector and integration for Sitecore, Pardot and Salesforce (inc. migration from Eloqua). Sitecore xDB edynamic Sitecore <> MA tool connector Outcomes • Multi-site use of a common codebase. • Improved speed to market. • Single point of integration and upgrades. • Omni-channel marketing. • Site rationalization. Website Build, Publishing Framework & MarTech Integration
  40. 40. The Revenue Engine Digital marketing transformation...

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