The document discusses overcoming barriers to achieving world-class digital marketing. It identifies the top 5 barriers as: lacking a model of understanding, restricted budgets, pressure for short-term gains, limited resources, and managing change. It provides solutions to each barrier such as using a proven process, visualizing impacts, capturing quick wins, and focusing efforts. Throughout, it emphasizes tying digital marketing goals to business objectives and mapping requirements.

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BREAKING THROUGH THE TOP 5 BARRIERS
TO
WORLD-CLASS DIGITAL MARKETING

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Slides on Industry Acceleration and
Users Owning Marketing
TBD
Marketing Overload

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WCM to Cross-Channel Digital Marketing

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What is Digital Marketing?
Integrated Platform
Content Management
Cross-Channel:
Email, Web, Social Media, and Print
Capture Individual User Data
Rule-Based and
Predictive Personalization
Engagement Automation
– Online and Offline
Engagement Analytics with
Business Intelligence

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Change Now or Be Trampled
Lose Competitive Advantage

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Who Is Sitecore?
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Sitecore Overview
Recognized Leadership
• Gartner Magic Quadrant
Customers
• 13 Global Offices
• Over 3,000 customers
• Over 8,000 certified developers
• Over 1,000 partners
Financial
• 40% YOY Growth 4 Years
People Process Technology
• Consulting
• Move Up the
Digital Marketing Curve

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Over 30,000 Sites Rely on Sitecore

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Where Are You Now in the Revolution?
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Online Digital Maturity Assessment

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In Depth Assessment
xxx

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Customer Experience Maturity Assessment
Purpose of the Assessment
Where is your organization today?
• Technical
• Digital Marketing
Where do you want to be?
When?
How can you get there?

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Customer Experience Maturity Assessment
Align
• Strengthen business case by
using Engagement Values to
measure digital goals that drive
strategic/marketing objectives.
• Harvest low-hanging fruit such
as rules-based personalization.
• Use A/B testing on key
conversion pages and CTA.
• Optimize customer touch points
using EV analytics.
• Begin planning how to unify
customer data in a single
repository.
• Where do you need resources?
Acquisition, analytics, channel?

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Association
Consumer Goods
eCommerce
Education
Entertainment
Financial
Government
Healthcare
Manufactoring
Non-profit
Service
Technology
Travel
Initiate
Radiate
Align
Optimize
Nurture
Engage
Lifetime Customers
Most Organizations at Initiate or Radiate
Results from Over 500 Organizations

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Stages Needed for Digital Marketing Maturity

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Online Digital Maturity Assessment

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5 Barriers to Digital Marketing Maturity
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Top 5 Barriers to Digital Marketing
Lacking a Model of Understanding
• What to do? How to improve?
• New strategy and tactics?
Restricted Budget
• Not enough money
• Not enough people
Pressure for Short Term Gains
• Tie to Bus Strategy
• Low Hanging Fruit
• Inspiration, Vision, and Low Hanging Fruit
Lacking Resources
• Get old and new done
• Shortage of staff
• Exponential increase of content with personalization and automation
Managing Change
• Silo marketing to Cross-channel
• People change
• Organization Change

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Barrier – Lack a Process or
Model of Understanding
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Fear of the Unknown
What do we do?
In what order?
What is our strategy?
What are our tactics?

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Fear of the Unknown
People
• How Do We Change our Organization?
• Where Do We Get New Skills?
Processes - Marketing
• How to Improve Marketing?
• How to Tie Digital Marketing to Business Objectives?
• How to Analyze Cross-Channel Marketing?
• What Order of Implementation?
• How to Build an Effective Cross-Channel Portfolio?
Technology
• Can we Migrate Legacy Systems?
• What Technology to Use for Cross-Channel Integration?
• What is Our Implementation Plan?

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Process Solutions
Use a Proven Process; Don’t Be a Pioneer (arrows in back)
Use a Vendor or Agency with Experience
in Digital Marketing Strategy
• It’s not technology – It’s People, Process, and Technology
• Start from Business Objectives, not from Marketing or Technology

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Scoping
Workshop
Engagement
Values
Workshop
Simple
Engagement
Workshop
Creating User
Journeys
Insights &
Recommendation
follow-up
Optimization
Workshop
Configuring
Profiling &
Predictive
Personalization
Profiling &
Predictive
Personalization
Workshop
Engagement
Automation
Workshop
Email
Campaigning
Workshop
Use a Vendor or Agency with Knowledge
Sitecore Business Optimization Services
(SBOS) Workshops

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Process
Preparation and Implementation
1. Prepare the Vision
2. Identify Business and Marketing Objectives
3. Define 3 – 5 Persona
4. Identify Visitor Journey
5. Define Digital Marketing Goals
6. Create Architecture and UX
7. Map Digital Goals to Marketing Objectives
8. Create Digital Relevancy (Content) Map
9. Train on System
10. Implement System
11. Create and Enter Engagement Value Scale
12. Define Cross-Channel Portfolio
13. Optimize with A/B and MV Testing
14. Define Key Fingerprints
15. Capture Low-Hanging Fruit
(Rules-based Personalization)
16. Predictive Personalization
17. Incorporate Marketing Automation
Sponsorship
1. Create a Captivating Vision
2. Find a Sponsor
3. Identify Business and Marketing
Objectives
4. Prepare the Business Case
5. Sell the Now and the Future
6. Gain Executive Team Buy-In
7. Grab Intermediate Wins
8. Celebrate Intermediate Wins
9. Gain More Buy-In and Sponsors
10. Stay Transparent

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Barrier – Restricted Budget
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Problem - Restricted Budget
Not Enough Money
Not Enough People

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Solutions – Restricted Budget
Visualize the Negative Impact
• Becoming Irrelevant to Prospects
• Losing Competitive Marketing Advantage
Build the Business Cases
Map Digital Marketing to Business Objectives
Map the Implementation and Org Dev Plans

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Business Cases
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“During the easyJet January Sale,
easyJet’s biggest to date, our
personalised homepage was
helping fill two planes every minute”
easyJet, Head of CRM

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60% Increase New
Member Acquisition
48% Transactions
Completed Online

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Map Drivers to Business Objectives
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Drive Organizational Success with
Digital Marketing Goals
Digital Goal
Marketing
Objective
Strategic
Objective
Strategic Theme Raving Fans
Increase
Reach
Grow New
Organic
???
Increase
Sharing
???
Increase
Loyalty
Increase
Engagement
???
Identify
Segments
???

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Brainstorm Digital Goals and
Engagement Values that Drive Objectives

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Map Changes Required
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Create a Roadmap

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Let them Hear the Elephants Coming!
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Change Now or Be Trampled
Lose Competitive Advantage

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Barrier – Pressure for Short Term Gain
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Problem – Pressure for Short Term Gain
Fear of High Risk
Need for Short Term Gain
Lack of Clear Vision

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Solutions – Pressure for Short Term Gain
Visualize the Future
Make the Implementation and Metrics Maps Visible
Measure the Effect of Digital Goals on Marketing Objectives
Optimize with A/B, MV, Value/Visit, MoM
Capture Quick Wins with Low-Hanging Fruit

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Emphasize how Digital Marketing
Drives Business Objectives
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Drive Organizational Success with
Digital Marketing Goals
Digital Goal
Marketing
Objective
Strategic
Objective
Strategic Theme Raving Fans
Increase
Reach
Grow New
Organic
???
Increase
Sharing
???
Increase
Loyalty
Increase
Engagement
???
Identify
Segments
???

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Capture Quick Wins with Low-Hanging Fruit
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Rules-Based Personalization
The Digital Fingerprint
Keywords
Country
Region
City
Device
OS
Referral
Campaign
IP adress
IP Owner
Visitor identification
Language
Day
Time

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Rules-Based Personalization
The Digital Fingerprint
Keywords
Country
Region
City
Device
OS
Referral
Campaign
IP adress
IP Owner
Visitor identification
Language
Day
Time
There’s a Glow and
Grace Period after Quick Wins

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Example – Rules Based Personalization
Sitecore customer – New World Safaris
Uses several niche sites to drive traffic to main site
Employs personalization across niche sites to main site

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Default
image on
home page

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Key word
search
Nice! Number one
organic result!

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Home page for
World Primate
Safaris
When visitor goes
here…

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Hero image
personalized for
primate

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Barrier – Limited Resources
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Barrier - Limited Resources
Not Enough People; Not Enough Time
• Do old job and transition to new
Increased Content with Personalization and Automation

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Solutions - Limited Resources
Focused Personalization
• Focus on Personalizing Key Website Locations
Focused Content
• Leverage Star Content – Marketing Optimization Matrix
• Digital Relevancy Map
• Focus on Content-Psychological Leverage Points in Visitor Journey
Focus on Retention; Less on Acquisition
• Eliminate “Random Acts of Marketing”
• 5 to 7 Times More Work to Acquire
• Retention, Upsell, Cross-sell
• Focus on Content-Psychological Leverage Points in Visitor Journey

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Spot 1
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Spot 2
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum
Personalization Spots on Pages
Which content is most relevant according to visitor intent?

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Segment Characteristics Intent, Call to Action
Policy
Makers/Staff
• Highly educated
• Infoglut overload
• Short on time
• Research
• Facts and quotes to support agenda
• CTA: General Registration
• CTA: Topic Alerts with detailed reg.
Media
Members
• Active on social media
• Changeable focus
• Know experts
• Short on time
• Search driven
• Trending topics
• Visits events
• CTA: Register for Social
• CTA: Share content
• CTA: Register to contact expert,
scholar
Staff NGO/Adv • Topical passion
• Focused
• Willing to engage
• Topic driven
• Single focus
• Reads newsletter, event listings
• CTA: Downloads reports
• CTA: Register for focused events
• CTA: Register for newsletter
Persona or Visitor Segmentation

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Digital Relevancy Map
Map Visitor Journey for Target Persona
Identify
• Intent (how is it revealed, using the Digital Fingerprint)
• Persuasive content
• Call to Action
• Prioritize

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Stop “Random Acts of Marketing”
Know the Needs and Psychological Triggers

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Barrier – Organizational Change
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Barrier – Organizational Change
Moving from Silo Marketing to Cross-channel
Changing People, Skills, and Thought Patterns
• FUD
Changing Marketing Culture and Processes
• Inertia in “How we used to do it!”
• Uncertainty in New Skills
• Fear of Risk

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Solutions – Organizational Change
Hire an Organizational Dynamics Consultant Familiar
with Technical Change
Communicate a Transparent Implementation Process
• Start with CxO Giving the Message - “Critical to Success”
• Continually Transmit the Vision
• Publicize the Change Model and Plan
• Display Implementation Maps
• Squash Rumors
• Communicate Status to All at Meetings

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Solutions - Organizational Change
Motivate Management
• Business Cases
• Show Digital Marketing that Drives Business Objectives
• ERP for Marketing – Transformed Mfgr in 1990s
Motivate the Individuals
• Easier and Better Job
• Improved Career Skills

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Solutions - Organizational Change
Organizational Change
• Our Iceberg is Melting
- Catastrophic Change Needed Now
- “Our Iceberg is Melting”, John Kotter
• Trapeze – Fire on old side, Net in middle, Safety on the new side
- Make it Difficult to Stay on the Old Side
- Make it Safer to Move to the New Side
- Warnings, Training, Mentors, Bonuses
• Frog in Water – Gradual Transformation
- Make Change Gradually So No One Notices

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Call to Action
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Call to Action

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www.sitecore.net/GetOptimized
Stages Needed for Digital Marketing Maturity

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Self-Assessment
http://www.sitecore.net/cxmaturitymodel