One question that all Sitecore customers have is how do you make sure you are using the right features and functionality within the Sitecore platform to deliver the customer experience your prospects and customers want and demand. The answer is making sure you do your due diligence in knowing your customers and building a plan that makes sure you are not biting off more than you can chew. And that is what Ecolab is doing. This session will focus on Ecolab’s process of discovery and roadmapping that is helping them incrementally use Sitecore’s features, scale their experience for an audience base with varying needs, and gain executive buy-in along the way.

1. From Roadmap
to Reality
Developing a manageable
approach to utilizing
Sitecore at scale

2. The Story
● Who We Are
● Ecolab’s Website Backstory
● The Process
● Building a New Business Case
● Takeaways

3. Nice to Meet You!
JILL GROZALSKY
● Director of Digital Strategy @ Brainjocks
● Sitecore Strategy MVP (3 years in a row!)
● Boston-born and based
● Lover of memes
● Twitter follower hoarder (@jgrozalsky)
CRAIG BURKART
● Senior Manager, Interactive Marketing @ Ecolab
● Lead Strategist and Operations Manager for Ecolab Dot Com
● Chicago-based
● Grandfather, Former professional musician
● Seinfeld and Grand Sumo aficionado

4. ● 3 million customer
locations
● $14 billion in annual sales
● 48,000+ employees
● 13 divisions
● 33 country websites
● 19 languages
About Ecolab
Ecolab is the global leader in water, hygiene and energy
technologies and services that protect people and vital
resources.
Ecolab delivers comprehensive solutions, data-driven
insights and on-site service to promote safe food,
maintain clean environments, optimize water and energy
use and improve operational efficiencies for customers in
more than 170 countries around the world.
In 2011 Nalco Water ($4B) merged with Ecolab ($6B) and
Nalco Champion ($2B) was added in 2013.

5. Why Sitecore CMS?
● Migrate from 80 legacy systems to one enterprise
CMS
● Create single, global processes and procedures for
content creation
● Find a simple, yet world class CMS for our (simple)
content authors

6. Why SCORE?
SCORE is more than a site accelerator, it is a dev
framework built for the enterprise that supports
functional requirements by layering services &
components within an automation framework.
● Increase speed to market through
content creation efficiency
● Find a simple and flexible CMS for our (simple)
content authors
● Reduce reliance on IT for template development

7. Identified Business Requirements
HOW CAN WE?
1. Enable different offerings in different countries and brand experiences
Required different/unique local website content
1. Improve brand messaging consistency - mergers
Required ability to drive corporate content to all local websites
1. Quickly create local translated websites with small internal staff
Required a unique approach to translation

8. Our Technology Stack to Solve Problems
● Sitecore CMS (currently 8.1 -
migrating to 9.x in 2019)
● Coveo search engine
● SCORE development framework
(Brainjocks)
● Taxonomy Manager for Sitecore
(Enthink)
● Proxy Translation (MotionPoint)

9. Revelations from Symposium 2017
● Primary focus should be on finding out what customers want/need
Focus on what customer want to know vs. what marketers want
them to push
● Personalization should be based on business goals that need to be achieved
Returning Visitors are the low hanging fruit of personalization
● Need xDB to use and merge collected data to create advanced
personalizations
Data and Analytics are the keys to delivering personalization

10. Confronted with One Key Problem...

11. Our goal was to understand the existing strategy
and technology stack, align on opportunities and
create a roadmap that supports the business and
CX objectives, outlining functionality and resources
required to achieve short and long term goals.

12. The Process

13. What We Did: A Process of Discovery
ALIGN
On 2020 vision, biz
objectives and customer
expectations
REVIEW
Comprehensive review of
digital marketing,
processes and CX goals
GAP ANALYSIS
Analysis of ecosystem to
understand readiness and
gaps to close to support CX
goals
OUR OUTPUT
A roadmap based on business priorities that with a prioritized backlog
that can be addressed over time to support business needs.

14. Aligning on Business Objectives
Help Customers Quickly Identify Solutions
to their Problems
Leverage Engagement Data to Improve
Customer Satisfaction
Capture Engagement and Interest Data
Develop Sales Conversion and ROI on Website
+ Marketing Campaigns
Tell an Enterprise Story that Resonates
Across Audiences
Defining and aligning on business
objectives was critical to figuring
out what we are working towards in
our roadmap and what was
important to key stakeholders.

15. Evaluating the Customer Journey
Breaking down the customer
journey allowed us to make sure the
experience was delivering against
customer questions, and identified
gaps in data collection we wanted
to use Sitecore to fill.

16. Exploring Personalization was Critical
With existing personalization for
countries and user experience
situations, we confirmed through
discovery that personalization was
the answer, but we didn’t know
what to personalize, where and for
whom.
Ecolab Marketing
Messages
Ecolab Customer
Needs
PERSONALIZATION
OPPORTUNITIES

17. Building the
Business Case

18. We had to build business cases
that married what customers
expected with what the business
wants to accomplish, and a
roadmap to support that.

19. Challenges to Keep in Mind
● Establishing the business plan
● Supporting the business plan (short term and long term)
● Gaining digital buy in
● How to show that previous work was not a waste
● Showing value of the xDB
● Small organization - how to do more with less

20. Aligning Goals with Sitecore and Next Steps
Customer input on content
needs and gaps today,
journey and ways to improve;
input on differing needs of
new/existing customers
Cross-session, holistic data and
actionable, goal based insights
Connected data and
comprehensive tracking and
reporting
Personalization and testing plans
1. Customer
Research
2. xDB; Analytics
and xFile
4. xConnect
3. Personalization
and testing in
Sitecore
Help Customers Quickly Identify
Solutions to their Problems
Leverage Engagement Data to Improve
Customer Satisfaction
Capture Engagement and Interest Data
Develop Sales Conversion and ROI on Website
+ Marketing Campaigns
Tell an Enterprise Story that Resonates
Across Audiences

21. Demonstrate the Benefits of Activities
After determining how to close the gap to achieve business objectives, executives
needed a clear understanding of the benefits for both the business and the end user.

22. Demonstrating use of specific features: EVS
SDS Download
Initial Campaign Engagement
Product View
Program View
Contact Us Module
View
Contact Us
(Submit & Click to
Call on mobile)
+100
+75
+25
+10
Video View
PDF Download
Success Story View +50
With disparate data, we had to show the
value of using Sitecore analytics, the
added value, and also the benefits of
utilizing a feature provided OOTB with
the platform.

23. Determining Sitecore Version through Education

24. A Roadmap to Close the Gaps
Q1 2019
Phase 1: Customer Research
● Qualitative Usability Research
● Content Audit & Scorecard
● Existing Customer Survey
● *Findings & Content
Recommendations
● Training & Enablement
Q2 -Q3 2018
Phase 2: Data & Optimization
● Enable xDB
● Additional Sitecore Tracking
● Sitecore xFile
● Rules-based/pattern
Personalization
● Content Testing
● Training & Enablement
Q2 2019 and
beyond
Phase 3: Tech & Integrations
● Technical Deep Dive & Analysis
○ Performance, regional
content, etc.
● Stakeholder Interviews
● Integration Planning
● Sitecore Upgrade
● Training & Enablement

25. What We Did: Customer Research
Through customer research, we identified
site/content gaps and validated customer needs
to guide efforts:
● We know that data capture is critical: xDB supports
knowing the customer and their interests (new vs. returning;
industry)
● We know where to start with personalization: Users a
looking for more industry-related and educational content
related to their past browsing
● We learned that templates need updating: needs to update
contact info and product pages to satisfy users
“Not that some of these other items
aren't interesting, but it would be nice
if there was a way to … or I go to that
website that the first thing I see are
those products that are of interest to
me.”
...Maybe some of the things that are
more prominent for you that you've
used like Ecosure, should be at the top
of my page.. .Maybe it's tailored to
what the customer needs.”

26. ● More actionable, qualitative data
● Track visitors across multiple visits /
move from anonymous to known
● Ability to deliver tailored content in, and
across, sessions
● Lay the foundation for future
integrations with ERP, CRMs, portals and
other data warehouses
● Provide more data to create customer
segments
What’s Next?
1. Enable xDB
2. Implement Additional Goals
3. Use Sitecore xFile
4. Start Personalizing Content
(rules/patterns)
5. Test Content
BENEFITS OF DATA &
OPTIMIZATION ACTIVITIES

27. 1. Educate on Sitecore
2. Build a Team of Superheroes
3. When in Doubt, Phase it Out
4. Listen to Your Data
Takeaways

28. Thank you!
ANY QUESTIONS?

29. Educate on Sitecore
● Circulate information on updates
and added features and
functionality
● Demonstrate how Sitecore features
can help achieve business goals
● Get an executive advocate
● Stay up-to-date on Sitecore
versions, releases, upgrades

30. Build a Team of Superheroes
● Empower team members with training and
flexibility to learn.
● Bring together the right team (content admin,
creative, analyst, IT, etc.)
● Make sure the team has time to be dedicated
● Focus on driving business results
● Have an executive sponsor to remove
roadblocks
● Demonstrate and communicate the work

31. When in Doubt, Phase it Out
● Build a long-term roadmap but
make sure you have clear phases for
demonstrable quick-wins.
● Prioritize items that have an impact
on the business and the bottom line
● Set realistic timelines
● Plan for available resources

32. Listen to Data; It’s a Two-way Street
● Talk to your customers!
● Don’t just glance at your data - respond
to customer signals
● Dive deep into engagement metrics and
click-through rates
● Don’t ignore the negatives metrics
● Use data to inform scaling - whether
it’s across personas or through the
journey

33. Demonstrating use of specific features: xFile
SHORT-TERM BENEFITS:
● Capture basic user info for personalization based on visit history
● Record campaign engagement to deliver consistent messaging
● Provide related content for continued engagement
LONG-TERM BENEFITS:
● Integrate with CRMs to enhance contacts
● Provide more information to sales and customer service reps
● Connect data from customer portal
● Connecting with 3rd party data sources to get a full view of
customers
89%of customers get frustrated because they
need to repeat their issues to multiple
representatives.
58%of customers are willing to have a
company use their past behaviors to
deliver a more tailored experience

34. Personalization Exploration for Low-hanging Fruit
With existing personalization for
countries and user experience
situations, we continued to explore
quick win opportunities for
personalization to show stakeholders
how Ecolab could advance efforts with
demonstrable results.
New vs. returning visitors
Ecolab Food Protect
for Food Processors
campaign -based