Ben Hatton, managing director of Rippleffect and Chris Vezey, sales director of Sitecore UK Ltd, presenting at The Drum Digital Session, Kings Place, London on Thursday 24th May 2012

36. Chris Vezey
Sales Director
Sitecore UK Ltd.
MAKING IT EASY
FOR YOU TO
MAKE IT EASY
FOR DAVE

37. Why is it so hard?
 Technology has reached a tipping point
• Too many silo’d channels having their own conversations
 Tools are disconnected
• No connection between channels, no shared prospect knowledge, no
common goals
• Tools help marketer to manage an individual channel at expense of
overall business results
 No common language
• Separate reporting, list management, calendars, metrics, scoring
 Activity vs. business results
• Activities are means to a goal

38. Customer journey with Sitecore
 Intelligent, engaging conversation across all channels
Acquire Convert Grow Retain Advocate

39. The Orchestrated Customer Journey 30 days after trial,
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40. Prospect’s view
 I should probably look at this next
 They know what I want before I know
 I hadn’t thought of that but it’s important
 They seem to really understand what I need
 They understand my business thoroughly
 That answered my question fully “That was easy.”
 They’ve thought of everything
 I’m ready to buy; talk to sales

41. Marketing’s view
 He’s at this point in his journey
 Looks like he’s this type of person
 We’re not attracting enough people from this segment
 This is what he’s most interested in now
 These are the issues we most need to address
 He’s doing some really valuable stuff on the site
 We need to ramp up this campaign and rethink this one
 He’ll probably be ready to talk to sales or purchase by…
 This is the info that’s important for sales to close the deal

42. Summary: Sitecore’s value proposition
 The right content, across the right channel, at the right time
• Every point in the journey is a relevant, progressive interaction that delivers
value to the prospect, and insight to marketing
 Marketing achieves demonstrable results for the business
• More revenue, faster sales cycles, proven value
 Clear, comprehensive prospect data drives interactions
• Data is released from silos and becomes a powerful asset to drive the
conversation with prospects
 Optimize the conversation, not the silo’d channel
• Focus shifts from channel optimization to optimizing the conversation across
all channels
 Consistent, positive brand experience
• Marketing sets the tone for the entire customer experience that prospects
will share with their peers