Watch the full webinar recording here: http://goo.gl/dxuDTG Today, Marketing is more responsible for revenue growth than ever before. With 60 percent of all buying decisions happening before potential clients even contact vendors, marketing must be more effective in leading conversations. The challenge is that those conversations happen over multiple channels, including web, mobile, events and others. Guest speaker Ted Schadler, Vice President and Principal Analyst of Forrester Research along with Martin Kirov, Vice President of Product Management and Product Marketing of Telerik Sitefinity CMS and Tim Ahlenius, Director of Experience Marketing from AmericanEagle.com, will discuss how the world of Web Content Management is transforming to drive better customer digital experiences.

1. CONFIDENTIAL
The Next Marketing Era:
Marketing's Digital Command Center
Introducing Sitefinity Version 8.0
March 17th 2015

2. CONFIDENTIAL
Today’s Speakers
Ted Schadler, VP and Principal Analyst
Forrester Research
Ted serves Application Development & Delivery Professionals. He has 27 years of experience in the technology industry, focusing on the
effects of disruptive technologies on people and on businesses. His current research agenda analyzes the expanding role of content and
content delivery in a mobile-first, digital-always world, including the effects on web content management and digital experience delivery
platforms.
Martin Kirov, VP of Product Management and Marketing Sitefinity,
Telerik, A Progress Company
Martin has led the development and growth of this division, since inception and is the architect behind its multinational sales and
marketing. Kirov established and continues to oversee the division’s rapid global growth including leading all Telerik Sitefinity
business teams and is actively involved in tailoring the Sitefinity product and service offering to meet the evolving needs of the
digital marketing marketplace.
Tim Ahlenius, Director of Experience Marketing
Americaneagle.com
Tim couples practical, strategic thinking with years of real-world management and technical skills. For over 15 years, he has been involved
in building, designing, and executing websites for high-profile customers such as Stuart Weitzman, Club 21 Global, Beretta, Erehwon
Mountain Outfitters, and USTA. From marketing to design and user interface layouts, Tim has worked on numerous strategy projects,
helping guide clients into the next steps for their website and online marketing needs with the support of valuable metrics, gleaned from
analytics analysis, SEO analysis, competitive analysis, mobile and social engagement statistics.

3. CONFIDENTIAL
Agenda
• The Age of the Customer – Ted Schadler
• The New CMS Requirements – Tim Ahlenius
• Introduction to Sitefinity V8 – Martin Kirov
• Demonstration – Svetla Yankova

4. Master The Critical Role Of Context
In Great Customer Experiences
Ted Schadler
Coauthor of The Mobile Mind Shift
@TedSchadler

5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5
We live in the age of the customer

6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6
74% of global business and technology
decision-makers assert that
improving customers’ experience is
a critical or high business priority.
Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2014
24% Rank it as the most important
initiative in the next 12 months.

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Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
And that means on every step of a
customer’s journey

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43%
15%
-34%-40%
-20%
0%
20%
40%
60%
Customer Experience
Index leaders
Overall S&P performance Customer Experience
Index laggards
Forrester’s Customer Experience Index mapped to S&P
performance over the past five years
Leaders pulled
ahead by 20% in
2013 alone.
High-scoring customer experience
companies far outperform their peers

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What changes in the age of the customer?
› Customer expectations change
• Mobile-first and multi-touchpoint
• Contextual to me and my situation
› Urgency changes
• Digital affects all channels
• Executives tune in and care
› Technology changes
• New digital experience delivery
platforms
• New stakeholders and budgets
› Delivery changes
• Responsive based on context
• Consistent across the lifecycle

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54% 55%
48%
35%
32%
37%
73%
70%
58%
46%
43% 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen Z (18-25) Gen Y (26-34) Gen X (35-48) Younger Boomers
(49-58)
Older Boomers (59-
69)
Golden Generation
(70 and older)
Percent that agree or strongly agree with the statement
I expect companies to have a mobile app I am more likely to return to a website in the future if it is mobile-friendly
The demand for mobile apps and sites is
generational
Source: Business Technographics Global Telecom And Mobility Workforce Survey, 2015
23% expect their experience
to change based on location.

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The mobile mind shift is the
expectation that I can get what
I want in my immediate context
and moments of need.
Image source: Associated Press (AP.org), photo by Michael Sohn

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Social profile History
Location
Preferences
Channel
Context defined: the sum total of
everything we know about a
customer based on her behavior,
history, and what she has shared
Behavior Device

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Context in action

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Context is the new remit.
But how do you take
advantage of it?

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Transaction integration
Inventory integration
Live chat
Loyalty application
How to guides
How to videos
Customer portals
Partner portals
Product content
Video content
Ratings and reviews
Targeting
Faceted search
Product configurators
Shopping tools
Recommendation engine
Customer reviews and stories
Customer communications
Social media interactions
Loyalty application
Educational content
Service request forms
Self-service portals
Employee portals
Live chat
Communities
Marketing content
User-generated content
Search engine optimization
Microsites and landing pages
Digital marketing: email, mobile, social
These capabilities support every step:
Content authoring and management
Mobile web and mobile apps
Digital asset management
Analytics
Customer data and segmentation
Key:
WCM-hosted
WCM-supported
Plot context on every step of the lifecycle

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Customer
database
Touch points
Content
Other
services
Contextual delivery at “the glass”
Commerce ServiceMarketing
Analytics
&Insights
Extensions,APIs,
&customcode
Implement a digital experience delivery platform

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Source: Forrester Research, Digital Experience Delivery Online Survey, 2015
Tap into marketing and business budgets
IT
36%
Marketin
g
30%
Business
30%
Other
4%
“What percentage of the
technology and services budget
for customer-facing web and
mobile initiatives do these
groups own?”
Base: 135 digital customer experience decision-makers

18. Master contextual experience delivery
• Determine your brand’s North star.
• Identify your unique interaction cycle in support of that.
Define your strategy1
• Reconceive the role of content to provide utility.
• Embrace iterative and agile approaches.
Reorganize your
processes2
• Take inventory of your existing technology assets.
• Identify technologies needed to build the experiences.
Assemble your digital
experience technology3
• Use big data technologies to get predictive.
• Compress the insights-to-execution process.
Accelerate innovation
with analytics4

19. Thank you
Ted Schadler
tschadler@forrester.com
blogs.forrester.com/ted_schadler
@tedschadler

20. CONFIDENTIAL
The New CMS Requirements
Tim Ahlenius, Director of Experience Marketing
AmericanEagle.com

21. Challenges for Digital Marketers
• Marketers need to create a unique personalized digital
experiences requiring a responsive CMS
• Big data cannot mean big effort
• Organizations need advanced digital marketing
features, but they are often the hardest to use
• Technology has to continually learn and recommend
options

22. Real Word Examples of the Sitefinity Digital Experience Cloud
• The Publisher
• Focused on segmentation and personalized content to drive unique
experiences for schools, library and individuals
• Increased optimizations for subscription sign-ups and initial leads
• More effective targeting of their vast amount of reference material
• The Association
• Target content to both their members and general public
• Understand content consumption per segment

23. CONFIDENTIAL
Introducing
Sitefinity Digital
Experience Cloud
Martin Kirov
VP Product Management & Product Marketing

24. Organizational Silos
Social Media
Team
Twitter
followers,
retweets etc.
Demand
Generation
Team
Inquiries,
Whitepaper
downloads
Sales Team
Calls,
Meetings
Content
Marketing
Team
Blog visits,
comments
etc.
Who owns the entire
Customer journey?

25. Functional Challenges
Digital Marketing Today The Future of Digital Marketing
• Customer Engagement data
stored in various disconnected
systems
• A lot of customer data is hard or
impossible/too time consuming to
analyze
• Adapting the experience to
customer behavior is challenging
• Predicting marketing results and
proving the effectiveness of
campaigns is hard and
inaccurate
 Aggregate - customer engagement data
from all channels and all systems is
stored in one central place
 Analyze – apply machine learning to identify
behavior patters and provide data-driven
insights and recommendations
 Engage – optimize the
experience of each customer
across channels
 Measure - ROI from marketing
campaigns can be proven.

26. Introducing Sitefinity
Digital Experience Cloud
The Digital Marketing Cloud Platform for tracking analyzing and shaping every
step of the customer journey

27. Digital
Experience
Cloud
CRM
• Salesforce
• MS Dynamics
• Other
Website
• Sitefinity
• Non-Sitefinity Websites
Social Media
• Facebook
• Twitter
• LinkedIn
Marketing Automation
• Marketo
• Eloqua
• HubSpot
Custom
• Relational Databases
• Excel
Mobile Apps
• Mobile SDK for custom
data
Data Upload in
Standard Format
Customer Journey Analysis
• 360° Degrees Contact Profiling
• Predictive Analytics
• Prescriptive Analytics
• Persona Profiling and Lead
Scoring
Customer Journey
Optimization
• Real-time Personalization
• Email Marketing
• Calls, etc.
Measurement
• Conversion Tracking
• Campaign Tracking
• Marketing Attribution

28. CONFIDENTIAL
Sitefinity V8.0
Deliver Guided Customer
Journey Across Channels
 Web
 Mobile
 Ecommerce
 Email Marketing
 Social Media
Understand and Optimize
the Customer Journey
 Customer Journey
Analysis
 Predictive and
Prescriptive Analytics
 Measurement and
Optimization
Analyze Act
Digital Experience Cloud
Experience Delivery
Platform

29. CONFIDENTIAL
Sitefinity Digital
Experience
Cloud Demo
Digital Command Center
for Marketers

30. CONFIDENTIAL
Questions?
www.sitefinity.com
info@Sitefinity.com