This document discusses recommendations for effective multichannel marketing strategies. It recommends making multichannel marketing a strategic initiative, using the website as an engagement hub, creating a culture focused on customer knowledge, thinking about engagement campaigns, building technical infrastructure to support dynamic conversations, collaborating across teams, choosing partners that provide short-term gains, and focusing on both immediate ROI and long-term vision.
Enterprise Web sites – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
Multichannel Marketing – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them – don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization.
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this Kentico Connections 2012 session we took a look at how this is done with Kentico EMS 7.
Thom Robbins - enterprise websites - connecting with the new channels - IMS B...thepulsenetwork
Today's customers engage with your organization through a growing variety of channels. Your website is just one of them -don't forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
How Leading Brands Drive Sales With Omni-Channel CampaignsDaniel Caridi
eMarketer moderates a presentation with Arpita Neelmegh, product marketing manager at Iterable, who breaks down one of the fundamental tactics that leading companies are employing to truly boost sales and cultivate customer relationships—sending personalized messages across multiple channels.
Enterprise Web sites – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
Multichannel Marketing – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them – don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization.
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this Kentico Connections 2012 session we took a look at how this is done with Kentico EMS 7.
Thom Robbins - enterprise websites - connecting with the new channels - IMS B...thepulsenetwork
Today's customers engage with your organization through a growing variety of channels. Your website is just one of them -don't forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
How Leading Brands Drive Sales With Omni-Channel CampaignsDaniel Caridi
eMarketer moderates a presentation with Arpita Neelmegh, product marketing manager at Iterable, who breaks down one of the fundamental tactics that leading companies are employing to truly boost sales and cultivate customer relationships—sending personalized messages across multiple channels.
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
A review on enhancing digital customer experience with a holistic, integrated measurement system having clear linkages between metrics at every level of customer delivery
Marketing's Methods that Improve Retention & Experience Totango
From Customer Success Summit 2017 - Peter Armaly, Principal Transformation Advisor at Oracle Marketing Cloud, discusses "Marketing's Methods That Improve Retention & Experience".
Learn more about Customer Success Summit: http://customersuccesssummit.com
Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success.
Learn more at www.totango.com.
Introducing Mobius: Technology that Closes the Loop on Your Marketing Perform...Tinuiti
Join us for an exclusive sneak peek into Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology. We’ll introduce MobiusOS, Mobius Apps and MobiusX, our three distinct products that help unify, optimize, and activate your performance marketing data unlike any other platform on the market. In this webinar, you’ll learn all the business challenges our technology can solve for and how our suite of marketing intelligence and media activation technology can make your company faster to market, faster to optimize, and faster to make adjustments.
The very concept of PLC is to utilize it for suggesting and implementing strategic and tactical moves relevant to subsequent stages, Levit exploited the model for giving insights on how to utilize the said knowledge.
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...MassTLC
Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April 4.
OpsStars NYC Workshop | Operationalizing the Customer ExperienceLeanData
Majda Anwar, Revenue Marketing Coach, Pedowitz Group
Scott Benedetti, Director of Sales Enablement, Pedowitz Group
In this workshop, The Pedowitz Group will facilitate a discussion with audience members around the steps that you can take to operationalize the customer experience. The steps and questions will include: A discussion of how to evolve your sales funnel or waterfall view of the world to one based on a customer journey map; Evolving your marketing communications and content to use the customer journey map as the basis for planning; Changing your funnel reporting metrics and conversions to use the customer journey map; Program and campaign planning that starts with the customer journey, and not the product; and How well does your MarTech stack serve your customer needs along their journey? Better customer experiences will not just happen because the website UI is improved, or web chat is available 24/7. Better customer experience arises from learning where the customer is in their engagement journey and adapting your firm’s behavior to align with their current state. Your customer journey map should be the touchstone for all customer facing organizations to optimize their customer engagement and operationalize the customer experience.
OpsStars Boston Workshop | Operationalize the Customer ExperienceLeanData
Brian Shaner – VP of Marketing, Pedowitz Group
Bruce Huie – Strategic Account Director, Pedowitz Group
In this workshop, The Pedowitz Group will facilitate a discussion with audience members around the steps that you can take to operationalize the customer experience. The steps and questions will include: A discussion of how to evolve your sales funnel or waterfall view of the world to one based on a customer journey map; Evolving your marketing communications and content to use the customer journey map as the basis for planning; Changing your funnel reporting metrics and conversions to use the customer journey map; Program and campaign planning that starts with the customer journey, and not the product; and How well does your MarTech stack serve your customer needs along their journey? Better customer experiences will not just happen because the website UI is improved, or web chat is available 24/7. Better customer experience arises from learning where the customer is in their engagement journey and adapting your firm’s behavior to align with their current state. Your customer journey map should be the touchstone for all customer facing organizations to optimize their customer engagement and operationalize the customer experience.
Overcoming “Old Fears” in the “New Marketing” World by Informatica and Weloca...Welocalize
Evolution of the Marketing Content is changing how companies think about globalization and translation. This discussion by Olga Beregovaya from Welocalize and Melissa Biggs from Informatica discuss machine translation, media types, automation, branding, global reach, localization and measuring impact. What should you consider when you make translation decisions? http://www.welocalize.com/weimpact
Pageflex and MindFire Studio- Two Great Technologies, One Great Solutionmindfire.agency
InfoTrends estimates that in the coming years, the market for multi-channel marketing campaigns will grow by over 28%. Clearly, this trend represents an opportunity for print and marketing service providers.
Is your business ready?
If you're looking for ways to get in on this trend, Pageflex and MindFire have a solution for you. Our new collaboration brings together the robust automated multi-channel marketing campaigns created in MindFire Studio with the extensive document management capabilities of Pageflex Storefront.
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
A review on enhancing digital customer experience with a holistic, integrated measurement system having clear linkages between metrics at every level of customer delivery
Marketing's Methods that Improve Retention & Experience Totango
From Customer Success Summit 2017 - Peter Armaly, Principal Transformation Advisor at Oracle Marketing Cloud, discusses "Marketing's Methods That Improve Retention & Experience".
Learn more about Customer Success Summit: http://customersuccesssummit.com
Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success.
Learn more at www.totango.com.
Introducing Mobius: Technology that Closes the Loop on Your Marketing Perform...Tinuiti
Join us for an exclusive sneak peek into Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology. We’ll introduce MobiusOS, Mobius Apps and MobiusX, our three distinct products that help unify, optimize, and activate your performance marketing data unlike any other platform on the market. In this webinar, you’ll learn all the business challenges our technology can solve for and how our suite of marketing intelligence and media activation technology can make your company faster to market, faster to optimize, and faster to make adjustments.
The very concept of PLC is to utilize it for suggesting and implementing strategic and tactical moves relevant to subsequent stages, Levit exploited the model for giving insights on how to utilize the said knowledge.
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...MassTLC
Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April 4.
OpsStars NYC Workshop | Operationalizing the Customer ExperienceLeanData
Majda Anwar, Revenue Marketing Coach, Pedowitz Group
Scott Benedetti, Director of Sales Enablement, Pedowitz Group
In this workshop, The Pedowitz Group will facilitate a discussion with audience members around the steps that you can take to operationalize the customer experience. The steps and questions will include: A discussion of how to evolve your sales funnel or waterfall view of the world to one based on a customer journey map; Evolving your marketing communications and content to use the customer journey map as the basis for planning; Changing your funnel reporting metrics and conversions to use the customer journey map; Program and campaign planning that starts with the customer journey, and not the product; and How well does your MarTech stack serve your customer needs along their journey? Better customer experiences will not just happen because the website UI is improved, or web chat is available 24/7. Better customer experience arises from learning where the customer is in their engagement journey and adapting your firm’s behavior to align with their current state. Your customer journey map should be the touchstone for all customer facing organizations to optimize their customer engagement and operationalize the customer experience.
OpsStars Boston Workshop | Operationalize the Customer ExperienceLeanData
Brian Shaner – VP of Marketing, Pedowitz Group
Bruce Huie – Strategic Account Director, Pedowitz Group
In this workshop, The Pedowitz Group will facilitate a discussion with audience members around the steps that you can take to operationalize the customer experience. The steps and questions will include: A discussion of how to evolve your sales funnel or waterfall view of the world to one based on a customer journey map; Evolving your marketing communications and content to use the customer journey map as the basis for planning; Changing your funnel reporting metrics and conversions to use the customer journey map; Program and campaign planning that starts with the customer journey, and not the product; and How well does your MarTech stack serve your customer needs along their journey? Better customer experiences will not just happen because the website UI is improved, or web chat is available 24/7. Better customer experience arises from learning where the customer is in their engagement journey and adapting your firm’s behavior to align with their current state. Your customer journey map should be the touchstone for all customer facing organizations to optimize their customer engagement and operationalize the customer experience.
Overcoming “Old Fears” in the “New Marketing” World by Informatica and Weloca...Welocalize
Evolution of the Marketing Content is changing how companies think about globalization and translation. This discussion by Olga Beregovaya from Welocalize and Melissa Biggs from Informatica discuss machine translation, media types, automation, branding, global reach, localization and measuring impact. What should you consider when you make translation decisions? http://www.welocalize.com/weimpact
Pageflex and MindFire Studio- Two Great Technologies, One Great Solutionmindfire.agency
InfoTrends estimates that in the coming years, the market for multi-channel marketing campaigns will grow by over 28%. Clearly, this trend represents an opportunity for print and marketing service providers.
Is your business ready?
If you're looking for ways to get in on this trend, Pageflex and MindFire have a solution for you. Our new collaboration brings together the robust automated multi-channel marketing campaigns created in MindFire Studio with the extensive document management capabilities of Pageflex Storefront.
Clark kokich - why ceos are terrified of new digital technology and what to d...thepulsenetwork
From the CEO to the CMO to the IT Department, it’s not just about marketing anymore. How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done? Brand marketing didn’t change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” — people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short– to create customers.
Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape. This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.
Inbound Marketing Summit - Email Marketing: How to Get the Most Out of It - B...thepulsenetwork
The first step is to identify your goals, but what’s next? Find out about perfect content, segmenting your lists, how to test emails, how to measure the ROI of your email campaigns and so much more!
Inbound Marketing Summit - Content Marketing Gets Social - Tom Geracethepulsenetwork
Skyword’s recent study with Unisphere Research, “Content Marketing Gets Social”, uncovers many valuable insights on the content and social marketing strategies of brands just like yours. This session will discuss the five most revealing facts found in the research and what strategies brand leaders are adopting.
Do you speak digital marketing with Kentico CMS?Thomas Robbins
How do you talk with customers about their channel engagement? Customers engage with through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at how to talk with you customers about this Kentico EMS 7.
Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
Marketing Automation Center of Excellence (CoE): Governance Structure for Con...Guilda
What does it take to not only just talk digital transformation but execute on it successfully? I have successfully helped organizations with establishing a Marketing Automation Center of Excellence which plays a crucial role in launching global brands and customer experience.
The online channel has grown and become an integral part of the vast majority of retail and wholesale
organisations, but what does the future hold? David Bowen will present his predictions for the
challenges and opportunites we will all face in the next few years.
The Future of CRM: Aligning Sales and Support Around the Customer JourneyTeckstco
CRM/Analytics thought leader Ryan McGuire looks at the future of CRM as one where the customer journey is aligned from sales to support, and how your organization can take steps toward making this transformation. Enterprise two-way messaging platform provider Teckst discusses enterprise use cases and learnings from past implementations.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
Achieving Integrated Digital Marketing with Sitecore & HCLSitecore
In this webinar, we discussed integrating digital marketing components, by firstly advising on how to create a winning strategy and then implement it with the right technology.
Integrated digital marketing needs a strategy & execution model that brings different components together, in order to voice a consistent brand message. As a result, you will be able to invoke a positive consumer emotion that converts to your business goals.
Transforming and enabling a business through digital goes far beyond logos, look & feel, content, mobile enablement and e-mails.
Inbound Marketing Summit - How to Make Content Leads, Sales Leads - Patrick C...thepulsenetwork
Creating great content is all about listening to your customers, talking about your products, and writing about industry-related trends and developments.
Inbound Marketing Summit - Driving Digital Loyalty - Donna Pahelthepulsenetwork
Whether we like it or not, customers and prospects hold the power to make or break your brand. The real challenge for marketers today is driving loyalty through superior online experiences, across the digital marketing ecosystem.
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Content Marketing 360: Empowering Your Community through Contentthepulsenetwork
In this Content Marketing 360 webcast, John McEvoy, owner of CrossFit Craic, joins The Pulse Network's Nick Saber and Tyler Pyburn to discuss community-driven content.
Allen Bonde's IMS NYC 2013 Keynote - Selling at the Top of the Funnel with Ta...thepulsenetwork
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Jill Talvensaari - Io Intergration - how top brands automate to innovate - IM...
Trobbins inbound-marketing-summit-v2
1. Enterprise web sites- Connecting with
the new channels
Thomas Robbins, Chief Evangelist, Kentico CMS
2. Who are we?
Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on
the planet. With over
15,000 web sites in 87
countries it is used for
everything from simple web
sites to complex
applications.
Kentico CMS is easy to
install, simple to manage
and reliable.
3. What’s the problem with marketing today?
Who wouldn’t agree?
The number and variety of touch points or
channels that buyers interact with sellers has
grown exponentially in the last few years
4. What’s a marketing channel?
A channel may be a mobile device, retail store,
web site, personal communication, email, text
message, social media site ….
Customer’s have the power of MORE!
• Today’s customer’s has more control over the buying
process than todays’ marketer does
• Mobile, web and social media are part of virtually
everyone’s daily life
• Buyers have more choices, more sources, more outlets,
more offers and more opinions from industry pundits,
peers and anonymous people to consider.
5. What is multichannel marketing in 2012?
The approach that marketers have adopted to manage and
optimize customer engagements across the burgeoning
landscape of customer touch points is generally referred to
as multichannel marketing Forrester, May 2012
Multichannel marketing strategies use
a combination of process, technology
and organizational alignment to
engage current and prospective
customers in all of the digital, social,
and offline channels that are part of the
buyers purchase process.
6. Where do you start?
• Understand your customers’ journey
– What channels are customers using for research?
– What channels are
customers using for
purchase?
– How does the
experience in one
channel affect the
behavior of another?
Content marketing is
always a relevant
conversation!
7. Multichannel recommendation #1
Make it a strategic initiative
Why it’s important The benefits
• Properly executed • Strategy is a necessary
independent process and
multichannel marketing activity
strategy is more than just • Technology is an enabler
new tools it’s marketing • Strategic gains (mature
transformation! multichannel marketers)
– 10%+ increase in ROI
• The challenge is to create – 15%+ increase in customer
new processes, learn new satisfaction
– 15% reduction in sales cycle
technology and rethink your
– 15%+ increase in impressions
role in the company – 10% increase in campaign
payback Source Forrester, May 2012
8. Multichannel recommendation #2
Make your website a pervasive customer engagement hub
Why it’s important Technology considerations
• Today’s world drives all • CMS (infrastructure)
multichannel touches to your
website • Personalization
• Create a dynamic website that • Search
drives unique experiences for
customers • Optimization (A/B, MVT
• Dynamically deliver Tests)
content, messages, experience
s, products and offers from • Banner management
pools of content assets based • Customer/Support chat
on your knowledge of the
customer’s profile, behavior
and engagement history
9. Multichannel recommendation #3
Create a culture that worships customer knowledge
Why it’s important Technology considerations
• Success is achieved when • CRM
interactions are calibrated • Web analytics
with a customers current • Segmentation
context and historical
interactions • Lead Scoring
• Data aggregation is
essential
• Collaboratively engage with
sales
10. Multichannel recommendation #4
Think engagement that includes campaigns
Why it’s important Technology considerations
• Engagement is crucial! You • Social media integration
can’t meet the customers if (Facebook, Twitter, Google+
you don’t show up. , etc)
• Customers will engage with • Campaigns/Conversions
companies that meet their • A/B, MVT Testing
needs – even when they (optimization)
change • E-Mail newsletters
• Marketing automation (Drip
marketing/Lead nurturing)
11. Multichannel recommendation #5
Build the technical infrastructure to support dynamic, cross channel
conversations with customers
Why it’s important Technology considerations
• Data integration and • HTML 5/REST
technology integration is • CRM integration (Salesforce,
part of the new world etc.)
• Cookie levels and Cookie
consent options
• Translation services (XLIFF)
12. Multichannel recommendation #6
Become a super collaborator
Why it’s important Technology considerations
• Rethink your relationship • Development process with
with marketing/IT/Sales iterative reviews
• Marketing is and will always • Lead scoring
be bound up in technology • Lead nurturing
as the customer touch
points become more digital
(be disruptive)
13. Multichannel recommendation #7
Choose partners that rack up short term gains on the path to the
full vision
Why it’s important Technology considerations
• Find partners that • Immediate ROI
immediately improve your • Enhanced SEO support
current operations and has
the strategy and roadmap • Cloud integration (if
to execute on your long needed)
term visions
• Select on vision but roll out
on tactics
• Short term ROI essential to
win both the battle and the
war
14. Questions
Thanks!
Stop by and see us – Kentico CMS!
Thomas Robbins, Kentico CMS Chief Evangelist
Questions/Contact me:
• e-mail: thomasr@kentico.com
• twitter: @trobbins
• blog: http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx
Editor's Notes
Session: Enterprise Web sites – Connecting with the New ChannelsSpeaker: Thomas Robbins, Chief Evangelist, Kentico CMSSession DescriptionToday’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.