Enterprise web sites- Connecting with
the new channels
Thomas Robbins, Chief Evangelist, Kentico CMS

A modern problem?
Who wouldn’t agree?
Source Forrester
The number and variety of touch points or channels that
buyers interact with sellers has grown exponentially in
the last few years

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.

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.

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!

Content marketing is….
Social Media
Sales Content
SEO
Process Marketing
Customer
Engagements

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

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 content, Tests)
messages, experiences,
products and offers from pools • Banner management
of content assets based on • Customer/Support chat
your knowledge of the
customer’s profile, behavior
and engagement history

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

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)

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)

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)

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

Who are we?
Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on
the planet. With over
16,000 web sites in 90
countries it is used for
everything from simple web
sites to complex
applications.
Kentico CMS is easy to
install, simple to manage
and reliable.

Questions
Thanks!
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