Getting Ready For DMS Personalization

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eDynamic, Wednesday, April 30, 2014
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GettingReadyfor
Personalizationusing
SitecoreDMS
AMarketingprimer

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UNDERSTANDING
PERSONALIZATION
PERSONALIZATION
FRAMEWORK
SITECORE DMS:
PERSONALIZATION
EXAMPLES

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Personalization:Whatisit?
What does “Personalization” mean in the context of online
marketing?
• Anefforttodifferentiate yourself,basedonmakingwhat
you’resellinguniquetoeachprospect.
• Interactingwithprospectsonapersonal level:delivering
contentthatspeaksdirectlytotheirneeds.
• Basedontheoriginal conceptof“one-to-one” marketing,
technologyhasmadethisconcepteasiertoexecute.

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Personalization:Whatitneedstobe
To turn visitors into customers, you need to engage them at
every step of their buying journey
• Buyersevolveastheygothrough
thebuyingcycle
• Buyersgetmoresophisticatedin
their knowledgeoftheindustry,
market,productfeatures.
• TruePersonalizationshouldbe
richeranddeeperandengage
thecustomerincontextthrough
anunderstandingoftheir
behavioranddisposition.

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Personalization:
WhyitMatters

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Personalization:WhyitMatters
Engageyourcustomerorlosehertothecompetition
• Prospectsaremore
informedthanever.
• Adeeper,richerWeb
experiencekeepscustomers
engaged.
• Abetterengagedprospectis
thatmuchclosertoasales-
readylead.

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ImportanceofEngagement
Moving people from consideration to commitment is the
most important path of the sales process — also the most
necessary
Marketing Sherpa B2B Benchmarking Report

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WhenistheBestTimetoEngage?
Engaging customers at their point in the buying cycle, with
relevant content that promotes action, is key.

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Understanding
theContext

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1. Understandingthecustomer—stepintotheirshoes
2. Alignwiththeirexpectations—understandtheirmindset
3. Knowthembetterthanthemselves—augmentyourdata
UnderstandingContext
Contextisaboutleveraginginformationabouttheprospecttooptimizetheinteraction
andengagementacrossallchannels
“Although the rudiments of context-
aware computing have been around for
some time now, it is a disruptive
technology that has the potential to be a
real ‘game changer’ in terms of
competitive advantage” Gartner 2009

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Technologyisonlytheenabler
ThecontentandexperienceofferedbysolutionslikeSitecoreDMS,is
drivenbythevisitorcontextbut…
• Youneedtobetterunderstandthejourneyyour
prospectstake,andtravelitwiththem.
• Learnwhattheywant/needateachstageofthebuyingcycle
• Deliverrelevantcontenttokeepthemengaged
• Nurturethemtothefinishline.
• Technologycanenabledeepinsightsintopotential
buyers.
• Deliveringpersonalizedcontent,inatimelymanner,
iswhatwillturnavisitorintoaprospect.

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Visitorgenerated:Implicitinformationcapturedfromthewebsitejourney—the“digital
footprints”leftbythevisitor
 Indicatorsofpreference,predispositions,leadmaturity
Visitorsupplied:Explicitinformationsuppliedbythevisitorastheycomplete
questionnaires,quizzesandotherfacilities
 Commondemographics—name,age,gender,interests
Externallysupplied: Informationcapturedbyexternalserviceproviders,emergingcontext-
enrichedservices
 Location,presence,socialattributes,cross-vendorbuyinghabits
IdentifyingVisitorContext
Contextcanbeidentifiedthroughimplicit,explicitorexternalmeans—allofwhichare
integratedorinterfacewiththeCMS

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UNDERSTANDING
PERSONALIZATION
PERSONALIZATION
FRAMEWORK
SITECORE DMS:
PERSONALIZATION
EXAMPLES

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1. DefinetheBuyerandtheBuyingCycle
 Buildtheprofile,analyzetheprofileandrespondtotheprospect
2. UnderstandtheBuyer’sDisposition
 Readtheprospect’sDigitalBodyLanguageandrespondtotheirneeds
3. Characterizeprospectswithaprofile
 Propertiesincludebuyingcyclestateandsegmentationparameters
4. Aligncontenttotheprofiles
 Contentwillspeakdirectlytoaprospectprofile
5. Leveragetheplatform
 UsetheSitecoreDMSRulesEngineandAnalyticstodrivetheengagementcycle
5StepstoenablingtruePersonalization
edynamicusesfivestepstoachievecontextualengagementthatalignswithcustomer
expectationsanddrivesacquisition
Define Buyer
& Buying
Cycle
Understand
Buyer
Dispostion
Profile and
Segment
Align Content
to Profiles
Implement
the
Platforms

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Step1.UnderstandyourBuyingCycle
Therearetypically5-6stagescustomerspassthrough
fromthepointofneedrecognitiontoapurchase
decision
 Understand your customer’s mindset through the buying cycle
journey
Define Buyer
& Buying
Cycle
Understand
Buyer
Dispostion
Profile and
Segment
Align Content
to Profiles
Implement
the
Platforms

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Step2:UnderstandDisposition
Whatarethetriggersandtripwiresthatturnsomeoneintoabuyer?Howdo
youdeterminethem?
• Understandavisitor’s“digitalbodylanguage”
• Useleadscoring,analytics,feedbacktobuildaprofile–whatdid
customerlookatlasttime?Basedonpastbehavior,whatdothey
wanttoseethistime?
• Learnwhichtriggersindicateprospectsarereadytomovetothe
nextstage
Define Buyer
& Buying
Cycle
Understand
Buyer
Dispostion
Profile and
Segment
Align Content
to Profiles
Implement
the
Platforms

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Step2cont’d:UnderstandMotivators
Identify and prioritize your customer’s “pain points or
Motivators”
Some Examples:
 Operational Efficiency
 Increase Revenue
 Cost Savings
 Membership Rewards
 Compliance
 Risk Mitigation
 Sell More Rooms/Seats

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Step2cont’d:UnderstandtheTriggers
Onceyouunderstandaprospect’sdisposition,it’stimetomovethem
forward
• Usingtheprofileandleadscoringanalytics,serve specific
contentthatmatchestheprospect’sdisposition.
• Examples:
• Ifaleadisstillintheinformationgatheringphase,serveawhite
paperthatdeliversmoredetailsaboutproductbenefits
• Ifaleadisinthevendorevaluationphase,deliveraWebinaror
Videothattalksaboutyourdifferentiators
Information
Gathering
Vendor Evaluation Purchase Decision

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Step3:ProfileandSegmentyourAudience
Who is buying from you? Understand the distinct
buying groups within your prospect population
Define Buyer
& Buying
Cycle
Understand
Buyer
Dispostion
Profile and
Segment
Align Content
to Profiles
Implement
the
Platforms

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Understand segmentation
attributes
 Demographics
 Needs
 Behavior
 Others…
Segmentgroupguidelines
 Mutuallyexclusive
 Homogeneous
 Substantial
Step3cont’d:WhattoConsiderforSegmentation
Objective:Understand relevantsegmentationattributes,defineexclusiveandhomogeneous
groupsthatareofsubstantialsize

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Step4:AlignContenttotheSegmentation
Identify content that addresses customer expectations.
Consider buying cycle, segmentation, pain points/motivators
Define Buyer
& Buying
Cycle
Understand
Buyer
Dispostion
Profile and
Segment
Align Content
to Profiles
Implement
the
Platforms

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Mappingcontent
 Perstageinthebuyingcycle
 Persegment
Putyourselfintheirshoes
 Whatquestionswouldtheyhaveat
thisstage?
 Whatinformationwouldtheyneedto
moveforward?
 Whatfear,uncertaintyanddoubt
(FUD)mustbeovercome?
Step4cont’d:CreatingaContentMap
Objective:Understandprospectneedsandmotivationspersegmentper
stage,walkthebuyingcycleliketheywould

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Step5:LeveragethePlatform
Onceyoubetterunderstandthebuyingcycle,whoisbuyingfromyou,and
why,youcandeliverthecontentattherighttime.
BuildtheRules
 Understandandalignthemessageswiththesegmentandtheir
objections
 Createrulestodelivercontent
 Persegment:Jobtitle,industryvertical,etc.
 Perstageinthe
buyingcycle:Infogathering,vendorevaluation,etc.
Define Buyer
& Buying
Cycle
Understand
Buyer
Disposition
Profile and
Segment
Align Content
to Profiles
Implement
the
Platforms

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UNDERSTANDING
PERSONALIZATION
PERSONALIZATION
FRAMEWORK
SITECORE DMS:
PERSONALIZATION
EXAMPLES

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SitecoreDMS
Thedemandgenerationandcustomerengagementpowerhousewithin
yourSitecoreinstance

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DMSPersonalizationPillars

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TheJourneyfromVisitortoSalesLead
UnderstandingLeadstoSuccess:Themoreyouknowaboutyour
prospects,morelikelytheyaretobecomecustomers.
• Whenyouknowwhatdrives
yourprospects,youcantake
thejourneywiththem
• Thecustomerisbetter
engagedwithwhatyou’re
offering
• Anengagedcustomeris
closertopurchase

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PuttingitintoActionwithSitecoreDMS
SitecoreDMSisthePersonalizationEnabler
• Sitecore’sDigitalMarketingSolution,orDMScanimplement
yourtriggerrulesandautomatedeliveryofthecontent.
• Startbyconsideringyourtriggersandrules…
Information Gathering Vendor Evaluation Purchase Decision
Trigger:
Visit to “About us” age
Trigger:
Demo Request
Trigger:
Pricing Request
Rule: Deliver White
Paper
Rule: Deliver Demo
Webinar
Rule: Initiate Sales one-
on-one

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ASitemapbasedonRules
Developawireframesitemapbasedonyourrules
• Yourwireframesitemaphelpsyoumapoutwhoseeswhat,andwhen.

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TechnicalInsight

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PersonalizationThroughDMS
DMSallowscomponentsonapagetobepersonalized
WineDrinker Beer Drinker

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PagesareMadeofComponents
Individualpagecomponentsarepersonalized

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AlterComponentAttributes
TheSitecoreRulesEngineorchestratescomponents
 HideComponent
 ChangeComponent
 ChangeComponent
Data

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Conditions
SitecoreRulesEngineConditionsdeterminewhenaruleisused
Sitecore contains a number of conditions
 DMS Profile
 Previous site (referrer)
 Manual classification of user
 Previously triggered “goal”
 Location of user (country, city, etc.)
 Engagement plan state
 Custom condition
 And many more…

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ChangeComponentData
Componentsreaddatafromtheir“DataSource”
Pages
Component Data

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StaticPlacementofComponent
Componentstobepersonalizedmustbeplaceddynamically
 Dynamic placement
occurs automatically
in the Page Editor
 Static placement to
be used for non-
personalized
components

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ComponentFieldswithinHostPage
Embeddingcomponentfieldsinthehostpagereducesflexibilityand
makespersonalizationclunky
 Static component
fields lead to static
page structure
 Extract component
fields to independent
data source template

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ComponentUsesContextItem
Componentsmustusetheconfigureddatasourcetoallowadifferentdata
sourcetobeprovided
 XSLT Renderings
already use data
source if provided
 Sublayouts require
code updates
Lorem ipsum dolor sit amet
Output 1
Component 1
Request

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UNDERSTANDING
PERSONALIZATION
PERSONALIZATION
FRAMEWORK
SITECORE DMS:
PERSONALIZATION
EXAMPLES

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Example:B2CWebsite
Avisitorcomestoacyclingcompanylookingforanewbike.Firstvisit,he
seesthehomepage…

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Example:B2CWebsite
Onhisnextvisit,weleveragethedatacollectedonhisfirstvisittopresent
informationbasedonhisbehavior…

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Example:B2CWebsite
Whenhe’sinthe“purchaseevaluation”phase,wepresenthimwithwhere
hecanbuy.

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Example:B2BWebsite
TheB2Bspaceismorechallenging,butprospectscanstillbeengagedon
apersonallevel

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Example:B2BWebsite
Themoreinfoyouhaveaboutavisitor,themoretargetedyoucanmake
yourcontent…

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Example:B2BWebsite
…deliveringthekeyinformationontheproductsandsolutionsthatsuit
theirneeds.

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Connectwithus
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net

Getting Ready For DMS Personalization

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