Membership organisations: the digital engagement challenge

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During this presentation we cover how marketers working for membership bodies can utilise the Sitecore marketing platform to deliver digital experiences tailored to their members needs.

Marketing

TLT
Response to RFP, April
2017
Membership organisations: the
digital engagement challenge

Placing the
platform in
context
Know who is on
your website
and what they
are doing
Driving positive
actions
Proving the
value to sales
AGENDA

ratiopartners.co.uk
Customer
experience
optimisation
Training
Technical best-
practice
& 24/7 support
Implementation
& technology
integrations
Strategic
enablement

4
Sitecore’s Unified Customer Experience PlatformINTEGRATIONDATAPROCESSINGMANAGEOMNICHANNEL
Integrate with business systems or other sources
Collect and connect actionable customer data
Analyse, get insight, make decisions and
automate
Manage content, information and assets
Personalise messaging across all channels

KNOWING WHO YOUR
VISITORS ARE AND HOW
THEY ARE INTERACTING

ratiopartners.co.uk
TOP 3 INTERNAL CHALLENGES
Multiple
databases
and silos of
information
Inadequate
online
member self-
service
options
Inadequate
membership
management
system and
website
integration
*Source: MemberWise digital excellence 2017 report

ratiopartners.co.uk
MEMBERS WEBSITE EXPECTATIONS
Interactive
&
engaging
experience
A value
driven
experience
Optimised
journeys
that save
time
A high
level of
self-
service
*Source: MemberWise digital excellence 2017 report

ratiopartners.co.uk
Getting your website ready to track,
understand and analyse visitors
from
Unknown to known
SITECORE OBJECTIVE

ratiopartners.co.uk
Sitecore
actions
Marketing
outcomes
Data collection
Relevant
experience
Lead scoring
Accurate
targeting
Tagging content
Creating Sitecore
personas
Component
based
Setting up xDB

ratiopartners.co.uk
Is your web
content
designed
around your
customers
motivations?

TLT
Response to RFP, April
2017
Optimising your
website based on
visitors needs

ratiopartners.co.uk
Mergers and acquisitions
Coping with less support
Cost reduction
Communicating risk
Understand business
objectives
Understanding business
pressure points
Understand business strategy
Managing corporate
governance
Managing areas outside their
core legal expertise
Business policy
Advising HR
Trading agreements
Managing industry specific
issues
Supplier agreements
Employment law
Commercial contracts expansion (people)
expansion (space)
expansion (offices)
expansion (overseas)
expansion (mergers &
acquisitions)
Staff training
new products & services
Managing risk
Managing cost effectiveness
Changes in commercial law
Government business policy
Currency fluctuations
world events
Changes in regulation
Brexit
world financial newsPresidential election
Legal example: targeting in-house legal team

ratiopartners.co.uk
Personalisation
Marketing
automation

ratiopartners.co.uk
Content
consumption
Time lapse Position
within funnel
Goals
triggered
Search Number of
visits
Lead score CRM update Form
submission

ratiopartners.co.uk
SCORING LEADS
1. Pass qualified leads to sales
2. Classify leads into buckets
based on ‘engagement’
3. Nurture leads based on their
current score

ratiopartners.co.uk
INTEGRATING DATA WITH THIRD
PARTY TOOLS

ratiopartners.co.uk
Extract data and create alerts

ratiopartners.co.uk
Making data useful for your colleagues

TLT
Response to RFP, April
2017
Get in touch
Mario.Kyriacou@ratiopartners.co.uk

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Membership organisations: the digital engagement challenge

1. TLT Response to RFP, April 2017 Membership organisations: the digital engagement challenge

2. Placing the platform in context Know who is on your website and what they are doing Driving positive actions Proving the value to sales AGENDA

3. ratiopartners.co.uk Customer experience optimisation Training Technical best- practice & 24/7 support Implementation & technology integrations Strategic enablement

4. 4 Sitecore’s Unified Customer Experience PlatformINTEGRATIONDATAPROCESSINGMANAGEOMNICHANNEL Integrate with business systems or other sources Collect and connect actionable customer data Analyse, get insight, make decisions and automate Manage content, information and assets Personalise messaging across all channels

5. KNOWING WHO YOUR VISITORS ARE AND HOW THEY ARE INTERACTING

6. ratiopartners.co.uk TOP 3 INTERNAL CHALLENGES Multiple databases and silos of information Inadequate online member self- service options Inadequate membership management system and website integration *Source: MemberWise digital excellence 2017 report

7. ratiopartners.co.uk MEMBERS WEBSITE EXPECTATIONS Interactive & engaging experience A value driven experience Optimised journeys that save time A high level of self- service *Source: MemberWise digital excellence 2017 report

8. ratiopartners.co.uk Getting your website ready to track, understand and analyse visitors from Unknown to known SITECORE OBJECTIVE

9. ratiopartners.co.uk Sitecore actions Marketing outcomes Data collection Relevant experience Lead scoring Accurate targeting Tagging content Creating Sitecore personas Component based Setting up xDB

10. ratiopartners.co.uk DATA FOUNDATION Sitecore Experience Profile Connect data Social CRM Marketing automation Collect data Website visits Campaigns OutcomesGoals Onsite actions Channels Profiling

11. DRIVING A POSITIVE ACTION

12. ratiopartners.co.uk Is your web content designed around your customers motivations?

13. TLT Response to RFP, April 2017 Optimising your website based on visitors needs

14. ratiopartners.co.uk Mergers and acquisitions Coping with less support Cost reduction Communicating risk Understand business objectives Understanding business pressure points Understand business strategy Managing corporate governance Managing areas outside their core legal expertise Business policy Advising HR Trading agreements Managing industry specific issues Supplier agreements Employment law Commercial contracts expansion (people) expansion (space) expansion (offices) expansion (overseas) expansion (mergers & acquisitions) Staff training new products & services Managing risk Managing cost effectiveness Changes in commercial law Government business policy Currency fluctuations world events Changes in regulation Brexit world financial newsPresidential election Legal example: targeting in-house legal team

15. ratiopartners.co.uk Personalisation Marketing automation

16. ratiopartners.co.uk Site interactions Experience Profile Search Email Social Offline Traffic Acquisition … Other Channels Inbound History & Integration Anonymous Visitor Data Digital Fingerprint HOW WE LEVERAGE PERSONALISATION SOURCE: SITECORE

17. ratiopartners.co.uk Content consumption Time lapse Position within funnel Goals triggered Search Number of visits Lead score CRM update Form submission

18. ratiopartners.co.uk TYPICAL EARLY STAGE OPPORTUNITIES Geo- targeting Search keywords Device type Asset downloaded Profile match Explicit data e.g. forms Account targeting Sector or service Retargeting pages viewed Campaigns triggered

19. PROVING THE VALUE TO SALES

20. ratiopartners.co.uk SCORING LEADS 1. Pass qualified leads to sales 2. Classify leads into buckets based on ‘engagement’ 3. Nurture leads based on their current score

21. ratiopartners.co.uk INTEGRATING DATA WITH THIRD PARTY TOOLS

22. ratiopartners.co.uk Extract data and create alerts

23. ratiopartners.co.uk Making data useful for your colleagues

24. TLT Response to RFP, April 2017 Get in touch Mario.Kyriacou@ratiopartners.co.uk

Membership organisations: the digital engagement challenge

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