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1. Greg Baxter, SVP Customer Experience
Shad Alam, Snr Consultant Professional Services
Driving, Measuring &
Turbo-Charging Client
Engagement in the
Legal Arena!

2. AGENDA
Digital Client Engagement
Live Site Demo
First Steps to Best Practice
Q&A
Client Engagement Roadmap

3. 3
Strong domain knowledge.
Our experience over 7 years.

4. You are a client
engagement
business.
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.
4

5. Client engagement is
critical in B2B.
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.
5

6. 6
Thought leadership assets are the lure for client
engagement and the dialogue that leads to acquisition.

7. 7
So much content it’s like digging for gold!

8. You create client
engagement
content.
News articles on your site.
Alerts on your site.3114
8
890
1300 Blogs and Resources on your site.
162 Videos on your site.
131 Newsletters on your site.
584 Event pieces on your site.

9. But how well are
they performing?
News articles on your site.
Alerts on your site.3114
9
890
1300 Blogs and Resources on your site.
162 Videos on your site.
131 Newsletters on your site.
584 Event pieces on your site.

10. 10
Visitors Holistic Engagement View

11. 11
Drill Down to Attorney View

12. #SitecoreSYM
Flying Blind Quick Business Wins 1:1 Marketing
Client Engagement 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 and Engagement Score

13. COLD
WARM
HOT
Read Article
Watch Video
Sign Up for Newsletter
View Webinar
Use vCard
Top of Funnel Nurture
Mid Funnel Nurture
Bottom of Funnel
Low Engagement
Mid Engagement
HIGH
SITECORE VUTURE INTERACTION
Contact or Event
ENGAGEMENT VALUE NURTURE ENGAGEMENT HIGH ENGAGEMENT

14. Art of the
Experience
Every Client
is an Audience
of One.
14

15. Steps to Client Engagement

16. Step 1 Where to personalize the site.
Visibility

17. Visibility
• Above the fold! Visibility is key!
• Build in Calls to Action! Lead the
engagement.
• Don’t make everything personal!
Create CTA experiences to drive clients to
content!
Business Alignment is Key
Relevant, Personalized Content
Click here for more
Personalized
Content

18. Step 2 Create the Sitecore Engagement
Scale.
Analyitcs

19. Engagement
Analytics
• The Engagement Value Scale is the starting
point for Sitecore Analytics. Brainstorm the
digital goals you will use to achieve your
marketing objectives.
• The result is that the platform can immediately
begin gathering valuable and actionable visitor
engagement data.
• This drives personalization and optimization
going forward in alignment with business
outcomes.
What we measure is what we optimize towards!
BusinessAlignment is Key

20. Establish profiles to determine
real time interest and surface
relevant content.
Step 3
Profiles

21. Profiling
Profiling and predictive personalization…
Predictive personalization is defined as the
ability to predict customer behaviour, needs or
wants based on real time activities - and tailor
offers and communications very precisely.

22. Profiling – Visitor Type
Profiling and predictive personalization…
• A Profile is a category used to define the criteria by which you want to
track visitor behaviour (Practice Area, Industry)
• A Profile Key is an attribute related to a specific profile. For example, if
the profile is “Practice Area” the Profile Keys could be “Tax Law”,
“Litigation” or “IP”
• Profiles are added to content!

23. Profiles & Predictive
Personalization
• Profiles and Predictive Personalization defines
relevant profiles and predictive personalization
opportunities.
• You need to generate of Profiles & Profile Keys.
• It is a powerful tool for customers who wish to
understand their customers online behaviour
and segments.
From here we surface highly relevant and
engaginf content, based on the visitors intent!
Business Alignment is Key
campaign
country
goals
keywordsvisit number
profile
ip owner
date & time
region city
language
business name
The Digital Fingerprint
Profile
Profile Keys
13 Profiles – Practice Area Need
Corporate & Finance, Government Investigations etc

24. Use OOTB personalization rules to
create amazing experiences and
engagement.
Step 4
Simplicity

25. Rules Based
Personalization
• Rules Based Personalisation covers our entry
point into personalisation.
• This digital fingerprint is low hanging marketing
fruit.
• Simple to exploit, easy to implement.
• We uncover the most relevant places on the site
to undertake personalisation, and define the
kinds of personalisation that will have the
greatest business impact – with the minimal
configuration.
This is the essence of personalization quick wins!
BusinessAlignment is Key
campaign
country
goals
keywordsvisit number
profile
ip owner
date & time
region city
language
business name
The Digital Fingerprint
Geolocation =
NYC
IP Name =
Prospect of
Interest
Campaign =Tax Webinar
Profile = Interested inTax
Click here to join ourTaxation Webinar!

26. The Business of Engagement
The best 90 minutes Sitecore stakeholders will ever spend.
greg.baxter@edynamic.net