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Mid Market Webinar

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Mid-market marketers’ task is lot tougher compared to large enterprise marketers due to limited budget, lean resources, and complex client needs. For mid-market businesses, it’s vital to be able to compete on a level playing field with industry giants.
Learn how a winning combination of a best-in-class digital experience platform in combination with an award-winning agency with a full Marketing Operations model can drive business success and measurable marketing ROI.

Published in: Marketing
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Mid Market Webinar

  1. 1. COMPETING WITH GIANTS MARKETING NUKE FOR MID-MARKET COMPANIES
  2. 2. MEET THE SPEAKERS 2 AKHIL MITTAL BRENDON BUCKLEY GREG BAXTER VP – Digital Solutions, edynamic Digital Strategist, Sitecore SVP – Customer Experience, edynamic
  3. 3. CAROLINE – THE MID-MARKET MARKETER 3
  4. 4. WHAT WORRIES CAROLINE ? 4 SIZE RESOURCES EXPERIENCE
  5. 5. 5 Lessons Learnt Dos and Don’ts for mid- market marketer
  6. 6. DILEMMA: PLAN VS. EXECUTE 6 SHORTER PLANNING CYCLESPLAN MEASURE PLAN PLANMEASURE
  7. 7. DILEMMA: #REPORTS - MORE VS LESS 7 RELEVANT GRANULAR ACTIONABLE
  8. 8. DILEMMA: IN-HOUSE VS PARTNER 8 AVOID LARGE IN-HOUSE TEAMS PARTNERS BRING IN QUICK EXPERTISE & FLEXIBILITY TO SCALE UP OR DOWN GOVERNANCE IS CRITICAL
  9. 9. DILEMMA: MARKETING VS SALES 9 MQL DEALS CLOSED REVENUE GENERATED FOLLOW SAME KPI
  10. 10. 10 Awesome Customer Experience Not just an option but mandatory for survival
  11. 11. 11 LISTEN TO YOUR CUSTOMERS IMPLICIT + EXPLICIT
  12. 12. 12 CUSTOMER IS A SINGLE IDENTITY “Personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more”, McKinsey “Personalization leads to a 67% transaction value, 300% conversion rate, and 7% annual revenue increase”, SmartFocus
  13. 13. 13 INTEGRATED CXP • Integrated CX Platform that allows marketers to deliver content and experience wherever the client is • C.O.P.E. • Facilitate Single View of Customer (SVC)
  14. 14. 14 ORCHESTRATE THE CUSTOMER JOURNEY Unknown Person Subscription Center manages profile Capture engagement in CRM Anonymous profile created and client is segmented Personalized and Dynamic content Profile is matured Sees Brexit story on social mediaSees article on websiteIs served the next interesting article Subscribes Becomes Known Receives Brexit email on mobile device Share network on social mediaInvited to Event Partner recognize interestEngages with prospect Search delivers next article
  15. 15. 15 Most Critical Advice
  16. 16. TIME BOMB IS ALWAYS TICKING UP, BUT 16 SAY NO TO TEMPORARY FIXES
  17. 17. 17 Case Study
  18. 18. 18
  19. 19. 19
  20. 20. 20 Use of SXP Personalisation Survey Personalisation Social Personalisation Email Campaign Management Engagement Automation
  21. 21. 21 21 Personalised Surveys 3 surveys surfaced to players based on profile age range (4 categories) Implemented using WFFM and rules based personalization Incentivized to complete by awarding bonus apples
  22. 22. 22 22
  23. 23. 23 Social Power SXP powered Facebook page –updated once per day with a Happy Hour campaign. Increasing likes massively, ensuring long duration stay on FB page for exposure to additional marketing.
  24. 24. 24 2Week Outcome 60% Increase in Sales 40,000 New EDM Names 37K Completed Surveys 1.25 Million Facebook Hits 1.75 Million FacebookVotes More Likes than Major Banks
  25. 25. 25 Context “With Sitecore we can engage our customers in as personal a conversation as they’d have in a branch, whether they’re interacting with QTMB’s main website, our mobile site or through social media.” — Chris Moses, Chief Marketing Officer QT Mutual Bank
  26. 26. 26 Context “ Sitecore gives QTMB the power to present the banking information a customer really cares about, without their having to even think about it.” — Sean Riley, eChannel Specialist, Marketing, QT Mutual Bank
  27. 27. 27 AT A GLANCE INDUSTRY EXPERIENCE WE ARE SITECORE EXPERTS UNIQUE MARKETING TECHNOLOGY EXPERTISE Our breadth and depth of expertise across the MarTech eco-system is unmatched. CX Strategy, Content Strategy, DG. CXP, MAP, CRM, Analytics implementations. Deep expertise in Manufacturing, Financial Services, High-Tech, Professional Services, CPG, Travel and Retail. Deep expertise in the B2B marketing. Work for 45 Fortune 500 companies as well as over 90 mid-sized organizations and start- ups. Sitecore Gold Partner, since 2003. Over 200 Sitecore projects successfully delivered. 150+ trained Sitecore resources. 4 Sitecore MVP’s. Reusable Sitecore connectors built to extend the ecosystem. Industry accelerators and reusable frameworks. 27 5 countries 350+ employees Headquartered at NYC
  28. 28. The SitecoreValue Revolutionizing the Relationship between Businesses and their Customers Only Sitecore connects intelligence, content and automation so you can precisely market and sell to individuals in context Contextual Intelligence Content Management Omni-channel Automation appsprint email commerce social federated Web mobile
  29. 29. Sitecore’s value to digital marketers Modular, open and connected Experience Platform Analytics & optimization Real-time analytics and optimization enabled by machine learning Cloud Get to market quickly and scale reliably Personalization Personalization contextualized to individual customer across channels Omni-channel Deliver omni-channel experiences including what’s next like IoT and virtual reality Holistic data Single view of customer via integration of data across all sources
  30. 30. Q&As

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