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© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Marketing
personalized at scale:
Sitecore + SFMC =
success
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Varun Nehra
VP - Solution Architecture
Head of Digital Solutions Group
15+ years of industry experience
20+ Hands on Sitecore deliveries
50+ client engagements
Amit Thapliyal
VP- Marketing
Full Stack Marketing | Consulting | Digital Transformations
14+ yrs across : SaaS | Services verticals | B2B & C
Brand Management, Growth Marketing & Strategic Alliances
Passion: Building Marketing Engines
Life’s Motto: Do the New
Who we are
@ideazfactory247
https://www.linkedin.com/in/amitthapliyal
Amit.thapliyal@altudo.co
@sitecorevarun
www.sitecorevarun.com
varun.nehra@altudo.co
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
@sitecorevarun @GoAltudo #SitecoreSYM
01
02
03
04
05
06
Let’s define a few things first
Challenges marketers face
Why Sitecore & Salesforce?
Let’s go on a journey together
See how Sitecore & Salesforce come together
What’s next?
Quick Preview
Marketing genius once said …
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
But WHY are we here?
Great to be here …
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
❛❛… driving meaningful experiences at scale and across
channels…❜❜
Mark Frost
CEO - Sitecore
Our common goal
WE ARE IN THE EXPERIENCE ECONOMY
CX Fail: Results
• Fractured Customer Experience- Brand Image
• Sluggish time to market
• Low Volume of Sales Leads
• Low engagement & Lead Quality
• Low acquisition rates, high CAC, high Churn
• Lost opportunities – Cross Sell, Upsell
• Referrals, Advocacy
CMOs’ Top Imperatives
CX, Optimizing mar-tech spends,
innovation & personalization are
top agendas for marketing leaders
Gartner CMO Survey(s)
“You’ve got to start with
Customer Experience & work back
towards the technology..
not the other way around.”
- Steve Jobs
The Layers of Engagement
Find, win, grow and retain customers
A single, best version of the customer truth
reaching across any marketing touch-point,
anywhere in the journey
Personalization everywhere
Winning
customer experience
Value
for
customers &
experiences
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Let’s define a few
things first …
This Photo by Unknown Author is licensed under CC BY-SA
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Defining
Personalization At
Scale
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Building customer profiles iteratively
across systems & channels
What is Personalization at scale?
Seamless personalization & brand
orchestration across MarTech
Personalization is communicating
value to an audience of 1
At scale – multi-channel marketing
across multiple customer segments to
achieve a single outcome
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Achieving Personalization at scale
Omni-channel orchestration of 1:1
relevant content & experiences
Measurement
strategy for success
Integrate systemsBreak data silos
Are you optimizing your MarTech investments?
13%
39%
39%
9%
Absolutely Somewhat We could do better Not at all
—Source: 2019 Chief Marketer Martech Outlook | Survey: 500 CMOs
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Let’s define success
This Photo by Unknown Author is licensed under CC BY-NC-ND
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Depends on who you ask…
What’s the definition of success?
Success as per Google …
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Today’s marketing success comes from self-publishing
web content that people want to share. It’s not about
gimmicks. It’s not about paying an agency to interrupt
others.
David Meerman Scott
Author of several books on marketing, including The New Rules of Marketing and PR.
Defining success
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Being able to know them, what they value & then create
moments of truth – to make customers raving fans..
Converting engagement to revenue outcomes comes next
Amit Thapliyal
VP – Marketing @Altudo
Defining success
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Each piece of marketing technology delivers value in it’s
own right. However, their cumulative value is realized by
successful coupling of complementary MarTech.
Varun Nehra
VP – Solution Architecture @Altudo
Defining success
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
• Business/Marketer – “Increase recognition!”
• Marketing Technologist – “Increase number of 20 min engagement
customer”
• Implementation Partner – “Identify and track 7x customer”
A large adventure tourism company
Real world definition of success
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Marketer’s Challenge
This Photo by Unknown Author is licensed under CC BY-NC-ND
A bird’s eye view of challenges
• More channels, less engagement
• Complex attribution
• More data, less insights
• Growing MarTech stack-
More options , increasing investments (upto 33% of
marketing budgets) VS greater expectations of ROMI
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Top challenges for marketers
Collecting the right data
Identifying the right KPIs for
measurement
Analyzing the data
Aligning KPIs with business
goals
Attributing leads to revenue
Attribute social & content to
revenue
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Success KPIs Cheat sheet
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Why Sitecore &
Salesforce
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
• Sitecore’s DXP is based on its heritage WCM as
well as digital marketing and commerce
capabilities.
• Sitecore’s multichannel strategy is supported by
ongoing innovation in headless/head-optional
approaches for experience delivery.
• Sitecore has been investing in exploiting
Microsoft-based, ML-driven personalization at
scale.
• This is in addition to existing personalization
capabilities in Sitecore Experience Database
(xDB).
Magic Quadrant for Digital
Experience Platforms
Best of breed DXP
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
• Salesforce Marketing Cloud comprises core
elements that enable B2C marketers to
orchestrate end-to-end journeys across all
engagement channels.
• Salesforce continues to add native capabilities like
automated segmentation and enhanced
journey analytics across Marketing Cloud via
Einstein
• In 2019, it plans to add predictive frequency
capping, predictive content selection and
journey recommendations to enable more
insight-driven, autonomous marketing decisions.
• Salesforce has a vast ecosystem of partner
integrations to deepen capabilities when
necessary.
Magic Quadrant for Multichannel
Marketing Hubs
Best of breed Multi-channel Marketing Hub
Sitecore + SFMC = Success
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Best of breed platforms coming together
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Let’s go on a digital
journey together …
Art of Experience
This Photo by Unknown Author is licensed under CC BY-NC-ND
33
Source: LinkedIn – Swimwear
Fashion Event
GeoIP: London
IP Address: Speedo (Pentland Group)
Industry: Brand/Designer
Product: Swimwear
Visit#: One
Visit #: Two
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Research Phase
Engagement: LOWStrategy: Engage & Build Trust
?
Channel: Website Personalization
Source: LinkedIn – Swimwear
Fashion Event
GeoIP: London
IP Address: Speedo
Industry: Brand/Designer
Product: Swimwear
Visit#: One
Visit #: Two
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
GOAL: Register for Event
GOAL: Connect with other brands
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Influencer
Profile: Research Phase
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
Engagement: LOWStrategy: Engage & Build Trust
?
Channel: Website PersonalizationStrategy: Unknown to Known Engagement: MEDIUMStrategy: Become Part of
Community
Channel: MA – Email/CRMChannel: Website Personalization
Register
for event
Connect Connect
Connect with other Swimwear brands attending the London Swimwear Show
Source: LinkedIn – Swimwear
Fashion Event
GeoIP: London
IP Address: Speedo
Industry: Brand/Designer
Product: Swimwear
Revenue: $4.7 billion
Visit#: One
Visit #: Two
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
GOAL: Register for Event
GOAL: Connect with other brands
GOAL: Create account
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Influencer
Profile: Research Phase
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
Engagement: LOW
?
Engagement: MEDIUM
LYCRA®
LYCRA®
Strategy: Become Part of
Community
Source: LinkedIn – Swimwear
Fashion Event
GeoIP: London
IP Address: Speedo
Industry: Brand/Designer
Product: Swimwear
Revenue: $4.7 billion
Visit#: One
Visit #: Two
Visit #: Three
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
GOAL: Register for Event
GOAL: Create account
GOAL: Connect with a brand
GOAL: Connect with a mill
GOAL: Subscribe to Newsletter
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Influencer
Profile: Research Phase
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
Engagement: LOW
?
Engagement: HIGH
SUBSCRIBE!
Swimwear News
Subscribe to our specialized Swimwear Newsletter, and get the latest industry news
delivered to your inbox! All the latest, all Swimwear.
To subscribe, click here.
Strategy: Become Part of
Community
Strategy: Convert to Customer
Source: LinkedIn – Swimwear
Fashion Event
GeoIP: London
IP Address: Speedo
Industry: Brand/Designer
Product: Swimwear
Revenue: $4.7 billion
Visit#: One
Visit #: Two
Visit #: Three
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
GOAL: Register for Event
GOAL: Create account
GOAL: Connect with a brand
GOAL: Connect with a mill
GOAL: Subscribe to Newsletter
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Influencer
Profile: Research Phase
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
Engagement: LOWStrategy: Engage & Build Trust
?
Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
Source: LinkedIn – Swimwear
Fashion Event
GeoIP: London
IP Address: Speedo
Industry: Brand/Designer
Product: Swimwear
Revenue: $4.7 billion
Visit#: One
Visit #: Two
Visit #: Three
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
GOAL: Register for Event
GOAL: Create account
GOAL: Connect with a brand
GOAL: Connect with a mill
GOAL: Subscribe to Newsletter
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Influencer
Profile: Research Phase
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
Engagement: LOWStrategy: Engage & Build Trust
?
Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
Helen Campbell
Pentland Group (Speedo)
Swimwear Designer - Innovation
Brand/Designer
$4.7 billion
Designer, Swimwear
Linked In – London Swimwear Fashion Show
Newsletter Subscription – Swimwear,
Attended London Swimwear Fashion Show
Source: LinkedIn – Swimwear Fashion
Event
GeoIP: London
IP Address: Speedo
Industry: Brand/Designer
Product: Swimwear
Revenue: $4.7 billion
Visit#: One
Visit #: Two
Visit #: Three
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
GOAL: Register for Event
GOAL: Create account
GOAL: Connect with a brand
GOAL: Connect with a mill
GOAL: Subscribe to Newsletter
GOAL: Meet with Sales
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Influencer
Profile: Research Phase
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
Engagement: LOWStrategy: Engage & Build Trust
?
Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
Hi Helen,
Thank you for coming to our swimwear show event in London,
UK and stopping by our booth. We have sent this email to let
you know about LYCRA® design challenge on December 3rd in
Miami, Florida.
You can also book a “one on one” with Arturo Valenzuela to talk
through how we can help you.
LYCRA® Swimwear
Connect on Lycra
Portal
Channel: Website PersonalizationChannel: MA – Email/CRM
Source: LinkedIn – Swimwear Fashion
Event
GeoIP: London
IP Address: Speedo
Industry: Brand/Designer
Product: Swimwear
Revenue: $4.7 billion
Visit#: One
Visit #: Two
Visit #: Three
Visit #: Four
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
GOAL: Register for Event
GOAL: Create account
GOAL: Connect with a brand
GOAL: Connect with a mill
GOAL: Subscribe to Newsletter
GOAL: Request TMLA
GOAL: Order Hangtags
GOAL: Become VIP
Engagement: LOWStrategy: Engage & Build TrustStrategy: Unknown to Known Engagement: HIGHStrategy: Create an Advocate
Enjoy VIP Benefits
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Influencer
Profile: Research Phase
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
?
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
How much MarTech do
you really need?
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
We have several marketing technology platforms
CXM/DXP, MAP, CRM etc. How can I be more impactful
with my MarTech investments?
Director – Digital Marketing
Large Multi-national professional services provider
Customer once asked …
46
MAP is your pitcher. CMS catches and converts. CRM keeps score.
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Customer Journey to
Lead Management
COLD LEAD
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Connector Connector
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HOT LEAD
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Manage Leads, Measure Success
Connector Connector
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COLD LEAD
WARM LEAD
HOT LEAD
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Convert Leads
CRM – Lead Score MQL Trigger
Manage Leads, Measure Success
Connector Connector
Landing PageArticle Nurture 1
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COLD LEAD
WARM LEAD
HOT LEAD
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Manage Leads, Measure Success
Connector Connector
Landing PageArticle Nurture 1
?
COLD LEAD
WARM LEAD
HOT LEAD
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Manage Leads, Measure Success
Connector Connector
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Profile: Productivity Tools
COLD LEAD
WARM LEAD
HOT LEAD
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CRM – Lead Score MQL Trigger
Manage Leads, Measure Success
Connector Connector
Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2
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Profile: Productivity Tools
Profile: Focus Segment 1
COLD LEAD
WARM LEAD
HOT LEAD
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Manage Leads, Measure Success
Connector Connector
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Profile: Focus Segment 1
COLD LEAD
WARM LEAD
HOT LEAD
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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: Productivity Tools
Profile: Focus Segment 1
COLD LEAD
WARM LEAD
HOT LEAD
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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: Productivity Tools
Profile: Focus Segment 1
COLD LEAD
WARM LEAD
HOT LEAD
Read Article
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Access Gated Content
Subscribe to
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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: Productivity Tools
Profile: Focus Segment 1
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: Productivity Tools
Profile: Focus Segment 1
COLD LEAD
WARM LEAD
HOT LEAD
Read Article
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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
GOAL: L/S 1
Profile: Productivity Tools
Profile: Focus Segment 1
COLD LEAD
WARM LEAD
HOT LEAD
Read Article
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Access Gated Content
Subscribe to
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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: Productivity Tools
Profile: Focus Segment 1
GOAL: L/S 1
COLD LEAD
WARM LEAD
HOT LEAD
Read Article
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Access Gated Content
Subscribe to
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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: Productivity Tools
Profile: Focus Segment 1
GOAL: L/S 1
Profile: Enterprise Bundle
GOAL: L/S 5
COLD LEAD
WARM LEAD
HOT LEAD
Read Article
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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: Productivity Tools
Profile: Focus Segment 1
GOAL: L/S 1
Profile: Enterprise Bundle
GOAL: L/S 5
GOAL: L/S 10
COLD LEAD
WARM LEAD
HOT LEAD
Read Article
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Access Gated Content
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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: Productivity Tools
Profile: Focus Segment 1
GOAL: L/S 1
Profile: Enterprise Bundle
GOAL: L/S 5
GOAL: L/S 10
GOAL: MQL
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Sitecore <> SFMC <> Salesforce CRM
Arrives on
Sitecore
landing page
Signupfor
Webcast
Email and
webinar invite
Email Opened on
preferred device
Sitecore XDB
Click on Form
Confirmation email
sent
Webinar attended
CRM
MAP
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Let’s simplify it…
This Photo by Unknown Author is licensed under CC BY-SA
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Profile: Interested in Sitecore 9
IP Address: 172.20.1.85
GeoIP: Stamford, CT
Organization: Acme Enterprises
Visit#: One
Goal: Subscribe
Visitor #10012
Visitor searches on Google and lands on Sitecore Webpage
Source: Google
Email :
walters.johanes@acme.com
Organization: Acme Enterprises
Since the visitor was interested in Sitecore 9. We sent a personalized invite for Sitecore 9 upgrade using SFMC
Email, Web Push and App Push feature
Once John registers, their
details are updated
across channels
Name: John Walters
Name: John Walters
Phone: +1-(2311)-459-875
Phone: +1-(2311)-459-875
Profile: Interested in Sitecore 9
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
The Connector pushes media content from
Sitecore to SFMC
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Marketing Personalized at scale
1. Contact and Segment Lists can be transferred
from Sitecore to SFMC.
2. Items stored in Sitecore Media Library can be
exported to SFMC.
3. xConnect Contacts in Sitecore can be exported
to SFMC.
Sitecore Connect for Salesforce
Marketing Cloud
+
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Marketing Personalized at scale
1. All the contacts in Salesforce CRM can be
imported to Sitecore.
2. All the contacts in Sitecore can be exported to
Salesforce CRM.
3. Email Campaigns in Salesforce CRM can be
imported to Sitecore.
4. Tasks related to a contact in Salesforce CRM
can be imported to Sitecore.
+
Sitecore Connect for Salesforce CRM
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Media Library
Synced
Consistent experience through shared
media across emails and web pages
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
What else is possible with Sitecore + SFMC?
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Marketing Personalized at scale
+
o Media items stored in SFMC content builder
can be imported to Sitecore Media Library.
o We can create Contact and Segment Lists in
Sitecore by using SFMC contacts.
o We can perform personalization for a contact
on the basis of the content stored in SFMC.
o Only a particular contact can be imported or
exported from Sitecore and Salesforce.
o Leads can be imported or exported from
Sitecore and Salesforce CRM.
o We can perform personalization for a contact
on the basis of the content stored in
Salesforce CRM.
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Now, Let’s assume Sitecore Upgrade Webinar invite is email is sent to a
cold prospect.
Email :
walters.johanes@acme.com
Organization: Acme Enterprises
Name: John Walters
Phone: +1-(2311)-459-875
The contact registers for
the webinar, we captured
their interest in SFMC
Attribute: Widget- Sitecore 9
Upgrade
Now when the next time the same visitor visits the website, we show
up a personalized offer of Sitecore upgrade whitepaper.
GeoIP: Stamford, CT
Visit#: One
Goal: Subscribe
Visitor #10012
Name: John Walters
Phone: +1-(2311)-459-875
Email:
walters.johanes@acme.com
IP Address: 172.20.1.85
Organization: Acme Enterprises
Source: Google
The user fills in their information
Engagement Value: 35
Engagement Value gets synced in Salesforce CRM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Integration between
Sitecore & Salesforce
@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Eco-system – Sitecore <> Marketing Automation tools
Sitecore XDB
Sitecore Connect for Salesforce
CRM
Social Channels
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. @sitecorevarun @GoAltudo #SitecoreSYM
• Personalized/Dynamic -
Content using data from
MAP and CRM
• Conversion Optimization
and contextual offers
• Email Marketing
• Content Marketing
• Traffic Generation (via Social
and Digital plugins)
• Lead Scoring
• Lead Nurture
• Prospect activity access to
sales
• Analytics
• Campaigns Tagging and Tracking
(Dynamically)
• Opportunity Tagging (Dynamically
and by sales)
• Revenue and ROI Dashboards
• Using Data Populated by Sales in
campaigns (Contract, Expiry Data,
Current Competitors
benchmarked, upsell opportunities,
etc.)
Virtual Customer DB
Common Customer Context
Integration of
• Behavior & Activity Data
• Form Submit Data (Leads)
• All custom and standard fields
across three systems
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
What’s next
The Revenue Engine
Images from
Sitecore
CMS inserted into
SFMC Email
Images to email
Exchange of behavioral
data from Sitecore for use
in Audience Builder and
Content Builder
Cross-product Data
Sync
Insert managed content
blocks from Sitecore
CMS into
SFMC’s email and
leverage personalization
Enhanced email
Insert personalized
and optimized content
from Sitecore into
SFMC email
Personalization &
optimization
Sitecore and Salesforce Roadmap
Coupling the MarTech stack…
Three Pillars of Revenue Engine
1:1 Marketing
CRM
MAP
SXP Core Contact DataCustomer Behavior
Funnel Stage and Lead Score
@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
30, 60, 90 day strategy
Traditional
• CMS Updates
• Traffic Analytics
• Spray and Pray
• Ad Hoc Social
• Landing Pages
Time to Value
• Engagement
Analytics
• Easy Personalization
• Real Time Profiling
• AB Testing
CRM
MAP
SXC
Customer
Behavior
Core
Contact
Data
Funnel Stage
and Lead Score
The Revenue Engine
Flying Blind Quick Business Wins 1:1 Marketing
Thank you
FOR DISCUSSION PURPOSES ONLY.
Sitecore Confidential and Proprietary. ©2019 Sitecore Corporation
A/S. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand names are the property
of their respective owners.

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Marketing personalized at scale sitecore + sfmc = success final final

  • 1. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Marketing personalized at scale: Sitecore + SFMC = success
  • 2. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Varun Nehra VP - Solution Architecture Head of Digital Solutions Group 15+ years of industry experience 20+ Hands on Sitecore deliveries 50+ client engagements Amit Thapliyal VP- Marketing Full Stack Marketing | Consulting | Digital Transformations 14+ yrs across : SaaS | Services verticals | B2B & C Brand Management, Growth Marketing & Strategic Alliances Passion: Building Marketing Engines Life’s Motto: Do the New Who we are @ideazfactory247 https://www.linkedin.com/in/amitthapliyal Amit.thapliyal@altudo.co @sitecorevarun www.sitecorevarun.com varun.nehra@altudo.co
  • 3. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. @sitecorevarun @GoAltudo #SitecoreSYM 01 02 03 04 05 06 Let’s define a few things first Challenges marketers face Why Sitecore & Salesforce? Let’s go on a journey together See how Sitecore & Salesforce come together What’s next? Quick Preview
  • 5. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. But WHY are we here? Great to be here …
  • 6. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. ❛❛… driving meaningful experiences at scale and across channels…❜❜ Mark Frost CEO - Sitecore Our common goal
  • 7. WE ARE IN THE EXPERIENCE ECONOMY
  • 8. CX Fail: Results • Fractured Customer Experience- Brand Image • Sluggish time to market • Low Volume of Sales Leads • Low engagement & Lead Quality • Low acquisition rates, high CAC, high Churn • Lost opportunities – Cross Sell, Upsell • Referrals, Advocacy
  • 9. CMOs’ Top Imperatives CX, Optimizing mar-tech spends, innovation & personalization are top agendas for marketing leaders Gartner CMO Survey(s) “You’ve got to start with Customer Experience & work back towards the technology.. not the other way around.” - Steve Jobs
  • 10. The Layers of Engagement Find, win, grow and retain customers A single, best version of the customer truth reaching across any marketing touch-point, anywhere in the journey Personalization everywhere Winning customer experience Value for customers & experiences
  • 11. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s define a few things first … This Photo by Unknown Author is licensed under CC BY-SA
  • 12. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Defining Personalization At Scale
  • 13. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Building customer profiles iteratively across systems & channels What is Personalization at scale? Seamless personalization & brand orchestration across MarTech Personalization is communicating value to an audience of 1 At scale – multi-channel marketing across multiple customer segments to achieve a single outcome
  • 14. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Achieving Personalization at scale Omni-channel orchestration of 1:1 relevant content & experiences Measurement strategy for success Integrate systemsBreak data silos
  • 15. Are you optimizing your MarTech investments? 13% 39% 39% 9% Absolutely Somewhat We could do better Not at all —Source: 2019 Chief Marketer Martech Outlook | Survey: 500 CMOs
  • 16. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s define success This Photo by Unknown Author is licensed under CC BY-NC-ND
  • 17. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Depends on who you ask… What’s the definition of success?
  • 18. Success as per Google …
  • 19. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Today’s marketing success comes from self-publishing web content that people want to share. It’s not about gimmicks. It’s not about paying an agency to interrupt others. David Meerman Scott Author of several books on marketing, including The New Rules of Marketing and PR. Defining success
  • 20. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Being able to know them, what they value & then create moments of truth – to make customers raving fans.. Converting engagement to revenue outcomes comes next Amit Thapliyal VP – Marketing @Altudo Defining success
  • 21. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Each piece of marketing technology delivers value in it’s own right. However, their cumulative value is realized by successful coupling of complementary MarTech. Varun Nehra VP – Solution Architecture @Altudo Defining success
  • 22. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. • Business/Marketer – “Increase recognition!” • Marketing Technologist – “Increase number of 20 min engagement customer” • Implementation Partner – “Identify and track 7x customer” A large adventure tourism company Real world definition of success
  • 23. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Marketer’s Challenge This Photo by Unknown Author is licensed under CC BY-NC-ND
  • 24. A bird’s eye view of challenges • More channels, less engagement • Complex attribution • More data, less insights • Growing MarTech stack- More options , increasing investments (upto 33% of marketing budgets) VS greater expectations of ROMI
  • 25. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Top challenges for marketers Collecting the right data Identifying the right KPIs for measurement Analyzing the data Aligning KPIs with business goals Attributing leads to revenue Attribute social & content to revenue
  • 26. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Success KPIs Cheat sheet
  • 27. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Why Sitecore & Salesforce
  • 28. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. • Sitecore’s DXP is based on its heritage WCM as well as digital marketing and commerce capabilities. • Sitecore’s multichannel strategy is supported by ongoing innovation in headless/head-optional approaches for experience delivery. • Sitecore has been investing in exploiting Microsoft-based, ML-driven personalization at scale. • This is in addition to existing personalization capabilities in Sitecore Experience Database (xDB). Magic Quadrant for Digital Experience Platforms Best of breed DXP
  • 29. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. • Salesforce Marketing Cloud comprises core elements that enable B2C marketers to orchestrate end-to-end journeys across all engagement channels. • Salesforce continues to add native capabilities like automated segmentation and enhanced journey analytics across Marketing Cloud via Einstein • In 2019, it plans to add predictive frequency capping, predictive content selection and journey recommendations to enable more insight-driven, autonomous marketing decisions. • Salesforce has a vast ecosystem of partner integrations to deepen capabilities when necessary. Magic Quadrant for Multichannel Marketing Hubs Best of breed Multi-channel Marketing Hub
  • 30. Sitecore + SFMC = Success
  • 31. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Best of breed platforms coming together
  • 32. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s go on a digital journey together … Art of Experience This Photo by Unknown Author is licensed under CC BY-NC-ND
  • 33. 33
  • 34. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo (Pentland Group) Industry: Brand/Designer Product: Swimwear Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Research Phase Engagement: LOWStrategy: Engage & Build Trust ? Channel: Website Personalization
  • 35. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Connect with other brands Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Channel: Website PersonalizationStrategy: Unknown to Known Engagement: MEDIUMStrategy: Become Part of Community Channel: MA – Email/CRMChannel: Website Personalization Register for event Connect Connect Connect with other Swimwear brands attending the London Swimwear Show
  • 36. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Connect with other brands GOAL: Create account Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOW ? Engagement: MEDIUM LYCRA® LYCRA® Strategy: Become Part of Community
  • 37. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOW ? Engagement: HIGH SUBSCRIBE! Swimwear News Subscribe to our specialized Swimwear Newsletter, and get the latest industry news delivered to your inbox! All the latest, all Swimwear. To subscribe, click here. Strategy: Become Part of Community Strategy: Convert to Customer
  • 38. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
  • 39. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
  • 40. Helen Campbell Pentland Group (Speedo) Swimwear Designer - Innovation Brand/Designer $4.7 billion Designer, Swimwear Linked In – London Swimwear Fashion Show Newsletter Subscription – Swimwear, Attended London Swimwear Fashion Show
  • 41. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter GOAL: Meet with Sales Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com Engagement: LOWStrategy: Engage & Build Trust ? Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer Hi Helen, Thank you for coming to our swimwear show event in London, UK and stopping by our booth. We have sent this email to let you know about LYCRA® design challenge on December 3rd in Miami, Florida. You can also book a “one on one” with Arturo Valenzuela to talk through how we can help you. LYCRA® Swimwear Connect on Lycra Portal Channel: Website PersonalizationChannel: MA – Email/CRM
  • 42. Source: LinkedIn – Swimwear Fashion Event GeoIP: London IP Address: Speedo Industry: Brand/Designer Product: Swimwear Revenue: $4.7 billion Visit#: One Visit #: Two Visit #: Three Visit #: Four GOAL: Article Read GOAL: Video Watched GOAL: Fiber Info Read GOAL: Register for Event GOAL: Create account GOAL: Connect with a brand GOAL: Connect with a mill GOAL: Subscribe to Newsletter GOAL: Request TMLA GOAL: Order Hangtags GOAL: Become VIP Engagement: LOWStrategy: Engage & Build TrustStrategy: Unknown to Known Engagement: HIGHStrategy: Create an Advocate Enjoy VIP Benefits Profile: Tier One Business Target Profile: Swimwear Profile: Brand/Designer Profile: Influencer Profile: Research Phase Profile: Engage Phase Name: Helen Campbell Company: Pentland Group Title: Swimwear Designer Email: hcampbell@pentland.com ?
  • 43. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM How much MarTech do you really need?
  • 44. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. We have several marketing technology platforms CXM/DXP, MAP, CRM etc. How can I be more impactful with my MarTech investments? Director – Digital Marketing Large Multi-national professional services provider Customer once asked …
  • 45. 46 MAP is your pitcher. CMS catches and converts. CRM keeps score.
  • 46. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Customer Journey to Lead Management
  • 47. 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 ?
  • 48. 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 ?
  • 49. 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 ?
  • 50. 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 ?
  • 51. 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: Productivity Tools
  • 52. 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: Productivity Tools Profile: Focus Segment 1
  • 53. 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: Productivity Tools Profile: Focus Segment 1
  • 54. 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: Productivity Tools Profile: Focus Segment 1
  • 55. 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: Productivity Tools Profile: Focus Segment 1
  • 56. 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: Productivity Tools Profile: Focus Segment 1
  • 57. 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: Productivity Tools Profile: Focus Segment 1
  • 58. 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 GOAL: L/S 1 Profile: Productivity Tools Profile: Focus Segment 1
  • 59. 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: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1
  • 60. 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: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1 Profile: Enterprise Bundle GOAL: L/S 5
  • 61. 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: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1 Profile: Enterprise Bundle GOAL: L/S 5 GOAL: L/S 10
  • 62. 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: Productivity Tools Profile: Focus Segment 1 GOAL: L/S 1 Profile: Enterprise Bundle GOAL: L/S 5 GOAL: L/S 10 GOAL: MQL
  • 63. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Sitecore <> SFMC <> Salesforce CRM Arrives on Sitecore landing page Signupfor Webcast Email and webinar invite Email Opened on preferred device Sitecore XDB Click on Form Confirmation email sent Webinar attended CRM MAP
  • 64. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Let’s simplify it… This Photo by Unknown Author is licensed under CC BY-SA
  • 65. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Profile: Interested in Sitecore 9 IP Address: 172.20.1.85 GeoIP: Stamford, CT Organization: Acme Enterprises Visit#: One Goal: Subscribe Visitor #10012 Visitor searches on Google and lands on Sitecore Webpage Source: Google Email : walters.johanes@acme.com Organization: Acme Enterprises Since the visitor was interested in Sitecore 9. We sent a personalized invite for Sitecore 9 upgrade using SFMC Email, Web Push and App Push feature Once John registers, their details are updated across channels Name: John Walters Name: John Walters Phone: +1-(2311)-459-875 Phone: +1-(2311)-459-875 Profile: Interested in Sitecore 9
  • 66. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. The Connector pushes media content from Sitecore to SFMC
  • 67. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Marketing Personalized at scale 1. Contact and Segment Lists can be transferred from Sitecore to SFMC. 2. Items stored in Sitecore Media Library can be exported to SFMC. 3. xConnect Contacts in Sitecore can be exported to SFMC. Sitecore Connect for Salesforce Marketing Cloud +
  • 68. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Marketing Personalized at scale 1. All the contacts in Salesforce CRM can be imported to Sitecore. 2. All the contacts in Sitecore can be exported to Salesforce CRM. 3. Email Campaigns in Salesforce CRM can be imported to Sitecore. 4. Tasks related to a contact in Salesforce CRM can be imported to Sitecore. + Sitecore Connect for Salesforce CRM
  • 69. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Media Library Synced Consistent experience through shared media across emails and web pages
  • 70. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. What else is possible with Sitecore + SFMC?
  • 71. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Marketing Personalized at scale + o Media items stored in SFMC content builder can be imported to Sitecore Media Library. o We can create Contact and Segment Lists in Sitecore by using SFMC contacts. o We can perform personalization for a contact on the basis of the content stored in SFMC. o Only a particular contact can be imported or exported from Sitecore and Salesforce. o Leads can be imported or exported from Sitecore and Salesforce CRM. o We can perform personalization for a contact on the basis of the content stored in Salesforce CRM.
  • 72. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Now, Let’s assume Sitecore Upgrade Webinar invite is email is sent to a cold prospect. Email : walters.johanes@acme.com Organization: Acme Enterprises Name: John Walters Phone: +1-(2311)-459-875 The contact registers for the webinar, we captured their interest in SFMC Attribute: Widget- Sitecore 9 Upgrade Now when the next time the same visitor visits the website, we show up a personalized offer of Sitecore upgrade whitepaper. GeoIP: Stamford, CT Visit#: One Goal: Subscribe Visitor #10012 Name: John Walters Phone: +1-(2311)-459-875 Email: walters.johanes@acme.com IP Address: 172.20.1.85 Organization: Acme Enterprises Source: Google The user fills in their information Engagement Value: 35 Engagement Value gets synced in Salesforce CRM
  • 73. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Integration between Sitecore & Salesforce
  • 74. @sitecorevarun @GoAltudo #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. Eco-system – Sitecore <> Marketing Automation tools Sitecore XDB Sitecore Connect for Salesforce CRM Social Channels
  • 75. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. @sitecorevarun @GoAltudo #SitecoreSYM • Personalized/Dynamic - Content using data from MAP and CRM • Conversion Optimization and contextual offers • Email Marketing • Content Marketing • Traffic Generation (via Social and Digital plugins) • Lead Scoring • Lead Nurture • Prospect activity access to sales • Analytics • Campaigns Tagging and Tracking (Dynamically) • Opportunity Tagging (Dynamically and by sales) • Revenue and ROI Dashboards • Using Data Populated by Sales in campaigns (Contract, Expiry Data, Current Competitors benchmarked, upsell opportunities, etc.) Virtual Customer DB Common Customer Context Integration of • Behavior & Activity Data • Form Submit Data (Leads) • All custom and standard fields across three systems
  • 76. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM What’s next The Revenue Engine
  • 77. Images from Sitecore CMS inserted into SFMC Email Images to email Exchange of behavioral data from Sitecore for use in Audience Builder and Content Builder Cross-product Data Sync Insert managed content blocks from Sitecore CMS into SFMC’s email and leverage personalization Enhanced email Insert personalized and optimized content from Sitecore into SFMC email Personalization & optimization Sitecore and Salesforce Roadmap
  • 79. Three Pillars of Revenue Engine 1:1 Marketing CRM MAP SXP Core Contact DataCustomer Behavior Funnel Stage and Lead Score
  • 80. @sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. 30, 60, 90 day strategy Traditional • CMS Updates • Traffic Analytics • Spray and Pray • Ad Hoc Social • Landing Pages Time to Value • Engagement Analytics • Easy Personalization • Real Time Profiling • AB Testing CRM MAP SXC Customer Behavior Core Contact Data Funnel Stage and Lead Score The Revenue Engine Flying Blind Quick Business Wins 1:1 Marketing
  • 81. Thank you FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. ©2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.