Customers no longer follow neat, linear paths toward a purchase. Instead, they utilize various channels across their lifecycle and with each interaction, your organization must be able to capture their past interactions, preferences, and data to advance their journey – and provide the right customer experience, no matter the channel. With the modern customer journey being nearly impossible to predict, the impact of omni-channel consistency is key.

1. OMNI-CHANNEL
MARKETING
AUTOMATION
with Sitecore EXM and
Sitecore Experience
Platform

2. Presenters
Caroline.Schmid@edynamic.net
Marketing Leader with over 17
years of experience in B2B
direct market strategies; 8
years experience in Marketing
Automation.
Experience with integrated,
global multi-channel demand
generation marketing
programs including marketing
automation, lead nurture,
digital, branding, SEO/SEM,
social, content, events and
analytics dashboard
components.
Worked with legal, high tech,
professional services and
financial services clients.
Caroline Schmid
VP, Demand Generation
Amritpal Singh
MarketingAutomation
Manager
amritpal.singh@edynamic.net
Marketing automation
expert with experience in a
wide variety of marketing
automation tools.
Responsible for creating
strategies for lead campaign
and database management.
He has worked with leading
brands like XLGroup, Inttra,
RRD.

3. Topics forToday’sWebinar
• Omni-channel marketing with Sitecore– how
automation can align across channels
• Benfits/Features Sitecore EXM 3.4
• Developing highly personalized emails
• Capturing 360 degree view of customer
• Advancing opportunities with Profile Scores
• Compiling email & web analytics
• Is Sitecore EXM right for your business?
• Getting Started/Roadmap
• Tool Demo

4. Thedigitalimperativedemands
thatcompaniesexpandtheirdigital
footprint. Nolongerisitjustthe
websitesitinginasilo. It’saboutthe
digitalecosystemandhow
companiesmanagetheirdigital
customerexperience.
Omni-channel
Marketing

5. “Multichannel customers
spend three to four times
more than single-channel
customers do during
customer acquisition.”
Omni-channel provides:
• Consistent Experience
• Increase in Brand Presence and
Opportunities for Conversion
• Increase leads
• Decrease friction in Path to Purchase
• Faster sales cycle
• Increase relevancy
Wordstream

6. “29% of enterprise marketers
find managing offers across
multiple campaigns
challenging. ”
Challenges:
• Lack of common technology used
across channels
• IncreasedTime & Expense
• Lack of Expertise in Marchitecture
• Coordination across departments/IT
• No Centralized Data (37% of
enterprise 23% mid-level have a
centralized data repository for their
client data)
The RelevancyGroup

7. Sitecore EXM as
part of the Sitecore
Experience Platform

8. The Power of Sitecore Experience Platform
Leverage the power of cross-
channel, personalized
communications
Manage content and provide it
dynamically
Data that provides context of
customer interactions
Automate testing, tracking,
targeting and reporting to
improve CX
Integrations that provide a Single
View of Customer across your
organization

9. Sitecore EXM
Sitecore EXM & Sitecore Email Cloud together offer a one-stop solution
for an organizations email marketing needs.

10. Cross Channel- Adding Email
• Schedule a single email or a series of emails
• Implement automated or triggered email campaigns
• Map email as part of the complete customer journey
• Email Cloud Services (Delivery, SPAM, Preview)

11. Manage Content
• Consistent cross- channel content – email that mirrors your website
• Match products to prospects for your emails
• Drag-and-drop media library for your emails
• Attach PDF files, documents or integrate with a DAM solution

12. Data & Context
• Personalize email based on demographics, real-time
behaviors, events or any customer experience data
• See all activity from customer profile in one location
• View complete customer data including email for a Single
View of your Customer across channels and systems

13. Automate, Test & Track your Campaigns
• Track customers interactions and goals with email
• A/B or multivariate testing: subject lines, messaging, images & timing
• Analyze insights and make campaign adjustments
• Create dynamic, complex customer segmentations
• Determine frequency, sequence and personalization of interactions over any
channel
• Profiling based on email interactions

14. Email Experience Manager Dashboard

15. Single View of the Customer- Across Platforms
• Provide cart updates and transaction emails as part of customers’
online shopping journey
• Connect your CRM to supplement records bi-directionally between
your CRM and with Sitecore profile and experience data
• Utilize SPAM & Delivery tools with Sitecore Apps

16. THE POSSIBILITIES
• Meet customers in the rapidly changing
digital landscape
• Execute on-going complex campaigns
efficiently
• Automate your customer journeys with
complex segmentation and personalization
across channels
• Manage contacts through the funnel and
ensure a seamless hand off between sales
and marketing
• Gain real-time insights from your analytics

17. Improve lead
management and
nurturing
Measurable Results
Enhanced Targeting &
Personalization
Align your Omni-Channel Experience
Seamless campaign
execution & tracking
Goals, Automation &
EngagementValues
SitecoreAnalytics &
Experience Profile
Email Analytics and
Dashboards
Sitecore Personalization &
Experience Profiles
Dynamic, Personalized
Email Campaigns
Improve value of yourWeb
interactions, decrease bounce,
increase conversions
Improve value of your integrated
campaigns, decrease time to market,
& reduce leakage
Sitecore Experience
Platform
EXM 3.4
Automated Emails/Flows

18. Is Sitecore EXM right for
your business?

19. Sitecore EXM Use
Cases
• Email Sends- Sitecore EXM 3.4 allows for extremely
quick creation/sending of email campaigns
• Automation-Tight integration of complex
Engagement Plans gives you the flexibility to tailor a
marketing journey and move visitors from automation
plan to automation plan or specific states within each
plan
• Schedule a Campaign- Sitecore allows you to select a
date and time, as well as a time zone with lists
segmented by region.
• Personalization & Dynamic Content- Sitecore’s
Experience Database (xDB) collects cross-channel
behavioral data that can be used for personalization
and dynamic content
• Preview Email- Preview email with Litmus for Mobile
& Desktop
• A/B & MultivariantTesting- Test multiple
components of your emails

20. Let’s Compare- Email
Single Email Campaign
Creation
Quick creation and sending of email campaigns.
Whole process complete in 6 steps
Requires multiple assets and settings. Eg. Header,
footer, list & Campaign
Campaign association is required: creating email
template and then final email, list are then selected
separately
Automation
Covers basic automation trigger and also provides
flexibility to the developer to trigger using custom
code. Helpful in complex engagement plans
Drag n Drop interface with preconfigured actions Drag n Drop interface with preconfigured actions
Scheduled Select the date and time, allows for the time zone Scheduling of Email can be done Scheduling of Email can be done
Personalization + Dynamic
Content
xDB collects cross-channel behavioural data; which
gives it the edge when it comes to next level
personalization and dynamic content
Available but limited to Eloqua database (and
integrated systems)
Available but limited to Pardot database (and
integrated systems)
Draft Previews
Integrated with Litmus to provide device and browser
views and HTML testing
Includes test email send and email screenshot across
different platform but with limitations
Integrated with Litmus to provide device and browser
views and HTML testing
A/B Testing Multivariate testing A/B testing only A/B testing only
Spam Compliance
Sitecore Email Cloud is a cloud service coupled to
Sitecore EXM
Spam check not an out of the box feature Spam check not an out of the box feature

21. Let’s Compare- Other features
Landing Pages
In sync with your website. EXM already includes the
latest style sheets, components and tracking of the
primary site
HTML & WYSWYG Editor. Requires content re-
creation for assets of primary site.
HTML & WYSWYG Editor. Requires content re-
creation for assets of primary site.
Forms
“Enable Form Dropout Tracking” – sends any data
entered into xDB, regardless of the form being
submitted. This feature allows marketers to contact
the prospect directly or to target the organization
through other forms of marketing
Captures form data when user submits the form Captures data when user submits the form
Campaign Tracking and
reporting
Associate campaigns with groups and setup
tags/tracking options
Eloqua provides the campaign tracking Associate campaigns with groups using tags
List Management Platforms can handle uploading static lists
De-dupe functionality during the list upload and a
broader range of fields to map
De-dupe functionality during the list upload and a
broader range of fields to map
Segmentation
Sitecore does not have this ability out of the box; it
has the capability to create advanced rules to build
complex segmentation lists.
Out of the box, offers extensive segmentation
capabilities.
Out of the box, offers extensive segmentation
capabilities.

22. The Difference
Where Sitecore Excels
• Sitecore is effective at replicating basic email and some automation with great Litmus
testing and SPAM check features
• Sitecore landing page and forms can be tied closely to website- with both Sitecore with
style sheets, content and tracking
• Sitecore cost is tied to email sends vs other platforms that charge by the number of
contacts in your database
Where it Differs from other MAP Tools
• Other platforms can develop complex nurture programs that involve complex
segmentation and rules
• Other platforms tie closely to CRM and provide enablement of the sales and marketing
funnel
• Reporting and scoring capabilities vary across all platforms

23. Get Started with Sitecore
EXM

24. Develop a Sitecore EXM 3.4 Roadmap
• EXM Strategy
Understand Goals
• Assessment of Email
Campaigns &
Conversion to EXM
• Align your Customer
Journey across
Sitecore Experience
Platform
• Planning & Blueprint
• Configure engagement
plan
• Advanced
Personalization
• Automated campaigns
• Leverage profiling &
customized
communications
Set-up
Campaigns
Testing &
Monitoring
Strategy &
Discovery
Implement
your
Environment
Advance
Maturity
• Install Sitecore EXM &
xDB Infrastructure
• Server set-up &
Deployment
• Subscription/Bounce
back Management
• Campaign Set-up
• Custom Email
Components
• Email Preference
• Integration
• Personalization
• A/B & Multivariate
Testing
• Reporting

25. Getting Started with Sitecore EXM
• Get Approved by Sitecore for the platform
o Based on Number of Emails sent
o Data and reputation management
practices
o Tool use
• Set-up of the Platform (based on #
average emails that will be sent)
o Enable Sitecore EXM
o Sitecore Cloud Service (email delivery
service)
o xDB Infrastructure set-up
o Scale servers
o Configure Domains
o Decide of subscription add-ons
• Start with Email Campaigns, Landing Pages & Forms
o Simple sends: triggers, time-based automation
o Add goals tied to actions
o Set-up Reports & Dashboard
o Explore Personalization

26. Demo

27. Questions?