The document discusses the Sitecore marketing technology ecosystem, highlighting its advantages in enhancing digital marketing performance through a unified control model. It emphasizes the importance of content and data in managing customer interactions across various platforms, suggesting the use of Sitecore connectors for integrating different marketing tools. The document also details the benefits of a single view of the customer and the centralization of marketing operations within Sitecore to improve agility and reduce complexity.

1. The Sitecore Marketing
Technology ecosystem

2. Amplify Digital
Marketing
Performance
What we will talk about today
One world, many
platforms. Spoilt for
choice?
Advantages of a
Sitecore ecosystem
One world, many
platforms, many
dollars. Limited
ability, cramped
agility?
The world of
Sitecore and the
others

3. One world,
many
platforms.
Spoilt for
choice?
Martech stack
Content and data
The hub and spoke
model
Distributed control

4. Martech
stack
keeps
growing
So many platforms, what to
use, what to discard, what
to integrate

5. Distributed
control
Distributed control over:
• website
• email
• social
• CRM
• blogs
• ratings & reviews
• video
• content marketing

6. Content
and Data Content
Data
Everything needs content and
everything is based on data

7. The hub
and
spoke
model
Content and
data

8. One world,
many
platforms,
many dollars.
Limited ability,
cramped
agility?
Customer Journey
Distributed team
structure and
investment
Single View of the Customer

9. Customer
Journey Emails driving traffic
to Specific landing
pages
Promotional emails/offers/ invite for
webcasts based on website visit
Send relevant alerts and thought
leadership material on different
channels
Engaged with
sales team
Unknown
visitor
Clicks
and
reads
content
SignupforWebcast
Nurture with
relevant
information
Top Funnel lead
generation
Profile of Visitor
based on digital
foot print on
the website
Utilize context to target 1:1
Known Visitor
MQL
Lead
score>threshold,
lead is
transitioned
from marketing
to sales team)
Search,
Social,
Marketing
automation
(Survey),
content
marketing
Email
and
webcast
invite Data to
CRM
Arrives
on
website
Retargeting
Single actionable profile is
created for the lead. lead
score is updated)
Profile created
(lead score is
assigned)
Single actionable profile
updated (lead score
reaches threshold
Single actionable
profile updated
(lead score
updated)
Lead score 30,
Data updated in
CRM
Lead score 50,
data updated in
CRM
Lead score 70,
Data updated
in CRM
Lead score 100,
Data updated in
CRM
Known
visitor
Data to
CRM

10. Customer
Journey Emails driving traffic
to Specific landing
pages
Send relevant alerts and thought
leadership material on different
channels
Engaged with
sales team
Unknown
visitor
Clicks
and
reads
content
SignupforWebcast
Nurture with
relevant
information
Top Funnel lead
generation
Utilize context to target 1:1
Known Visitor
MQL
Search,
Social,
Marketing
automation
(Survey),
content
marketing
Email
and
webcast
invite Data to
CRM
Arrives
on
website
Retargeting
Known
visitor
Data to
CRM

11. Sample
distributed
team structure
and investment
Content
Data
More tools, more investment, more
complexity
Cost
elements
CMS Video
Platform
CRM Social
Platform
Marketing
Automation
Content
Marketing
License
cost/subscripti
on
Sitecore Kaltura Salesforce Hootsuite Eloqua Compendium
Cost of talent
and
operations
• 2-3
member
team or
agency
partner
• 2-3
member
team or
agency
partner
• 2-3
member
team or
agency
partner
• 2-3
member
team or
agency
partner
• 2-3
member
team or
agency
partner
• 2-3
member
team or
agency
partner

12. Single View of the
Customer – an evolving
concept
A Single Customer View
is an aggregated,
consistent and holistic
representation of the
data known by an
organization about its
customers.

13. Internet of Things
– an evolving
concept
Apple SamsungFitbit Tomtom

14. The world of
Sitecore and
the others The Sitecore
connected
ecosystem
Central control
model
Sitecore
Connectors
Content and data

15. Content
and Data Content
Data
Everything needs content and
everything is based on data

16. Sitecore
customers
across the
world

17. The Sitecore
connected
ecosystem

18. Central
control
model
Content and
experience
xDB data

19. Sitecore Video
Connector
Features:
• A video can be uploaded to or deleted from Sitecore or
the video platform simultaneously.
• Manage your videos by editing their attributes such as
title, category and body.
• Categorize uploaded videos on the video platform.
• Synchronize between your Sitecore instance and video
platforms.
• Personalize your videos based on engagement
analytics reports of videos that are stored in Sitecore’s
Experience Database (xDB).

20. Sitecore Video
Connector
Benefits:
• Track video performance - you can view analytics
reports or statistics related to video views.
• Customize videos - custom components/-
content/copy such as captions/headlines can easily be
integrated in videos directly from Sitecore.
• Single point of access - you can control all functions
related to videos on any video platform from your
Sitecore

21. Sitecore MAP
Email Connector
Features:
• Deliver rich text features to your marketing tool’s email
campaigns in a single click from Sitecore.
• Nurture website leads via email campaigns by
integrating email templates stored in Sitecore with your
marketing automation platform.
• Map Sitecore email items to respective campaigns.
• Browse email items in Sitecore on the basis of ‘Email
Group’ and/or ’Email Folder’.
• Personalize both campaigns and your website by
integrating data from your marketing automation tool
with Sitecore.
• Associate leads with forms and campaigns.
• Capture complete user personas by adding relevant
fields in lead form templates.

22. Sitecore MAP
Email Connector
Benefits:
• Instant email creation using web content creation
feature of Sitecore.
• Dynamic content changes in emails are quick and
easy.
• Personalization in emails can be done on the basis of
customer profile data.
• Lead scoring can be done and tracked within Sitecore.

23. Sitecore MAP
Form Connector
Features:
• You can select from a list of existing forms in your
marketing automation tool and then recreate these in
Sitecore using a pre-configured feature called
‘imported form’.
• Form entries get stored in the marketing automation
database at the form level once an imported form is
recreated and is available on your Sitecore website.
• Any changes made in imported forms will get reflected
on both platforms if form edits are made on either. This
is achieved through form auto-synch.
• Customizable architecture to support personalization
through Sitecore for campaigns on your marketing tool.

24. Sitecore MAP
Form Connector
Benefits:
• Manage and control your marketing automation tool
forms from within Sitecore.
• Store form submission/leads data in your marketing
automation database as well as Sitecore’s database.
• Cross-leverage leads data from imported form
submissions for personalization and targeted
campaigns from your marketing automation tool. By
storing marketing automation forms data in Sitecore,
you can benefit from enriched data because data for a
lead will also have
• Sitecore website behavior attributes appended for a
particular lead.
• Personalized campaigns using content and context
from Sitecore.

25. Sitecore BazaarVoice
Connector
Features:
• Display features for products/solutions within Sitecore.
• Ratings and Reviews functionality allows end users to
view and review content.
• Questions and Answers feature authorizes end users
to submit questions on products/solutions directly on
your website.
• Personal reviews for a product/solution help customers
in making purchase decisions.
• Market survey feature for products/solutions.

26. Sitecore BazaarVoice
Connector
Benefits:
• Single point access to control center in Sitecore for
managing questions and answers related to
products/solutions.
• Manage product/solution reviews on forums, etc.
through Sitecore with a single click.

27. Sitecore Blogger
Connector
Features:
• Transform new posts into blogs in a single click from
Sitecore.
• Categorize posts as drafts for future references.
• Modify existing blogs.
• Post multiple blogs to a single account.
• Enable SEO for posts.
• Use Sitecore’s rich text features and media library to
make your blogs visually beautiful and appealing.
• Label and manage blog posts from within Sitecore by
leveraging the native ‘label’ feature of blogger.com.

28. Sitecore Blogger
Connector
Benefits:
• Swift updates to blogs and rapid deployment.
• Single center for management of reviews of blogs to
be posted from within Sitecore.

29. Advantages of
a Sitecore
ecosystem
Complement your
marketing stack
Do everything from
within Sitecore
instead of having to
flip between tools
Move towards SVC
Reduce/eliminate
siloes like website,
email, social and cut
down on
teams/investments

30. Sitecore
Experience
Profile: Single
view of
customer

31. Benefits of
control center
around Sitecore
Sitecore experience platform Sitecore optimization platform Sitecore experience analytics
• One team trained on Sitecore/one Sitecore agency
partner – no need to have 5 teams for 5 platforms
• Leverage central control instead of distributed control
• Lower your marketing complexity and step up agility
• Synch your marketing platforms around Sitecore
• All marketing assets and content in one place - Sitecore
• All marketing data in Sitecore xDB and ability to use this
data to personalize experience on website/landing
pages/microsites using Sitecore XP and FXM
• Run your key tools from within Sitecore through
connectors
• Combine data/reporting into Sitecore Experience
Analytics

32. Amplify Digital
Marketing
Performance
What we talked about today
Make Sitecore your
content and
experience control
center through
connectors
Maximize your
investment in
Sitecore and other
platforms
Make Sitecore xDB
your cloud based
marketing data
repository
Pull data from your
other marketing
tools into Sitecore
xDB

33. Connect
with us
www.edynamic.net
twitter.com/edynamic
contact@edynamic.net
youtube.com/1999dynamic
facebook.com/edynamic.net