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Agile marketing and best-of-suite CMS solutions

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Sebastian Bode, Senior Digital Strategist at eFocus, has given a webinar for Sitecore Summer School 2015. During this webinar he discussed how to deal with the challenges of the effective use of marketing capabilities of content management systems using Agile Marketing Principles. Sitecore is used as an example, but the scope is also applicable to other integrated solutions.

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Agile marketing and best-of-suite CMS solutions

  1. 1. Sitecore Agile Marketing Sitecore Summer Camp 2015 Sebastiaan Bode (eFocus)
  2. 2. DMS adoption: What we see with our customers
  3. 3. 80% of Sitecore marketing potential is not being used
  4. 4. The experience marketing possibilities are key differentiators for our customersto chooseSitecore
  5. 5. They have big ambitions in using advanced experience marketing techniques in the exploration and conceptphase
  6. 6. Why? • Too muchpossibilities at once: paralysis • Difficult to translate functionality tocustomer perspective (WIIFM) • Lack of customercapabilities & commitment • Budget choices: Creatingfunctionality above configuration of marketing • Technical hiccups slow downthe adoption process • Time/priority by marketing: daily business vs new possibilities • Prerequisites cost an awful lot of time • … expectation reality
  7. 7. Counteringthis: Agile marketing
  8. 8. • Validated learning overopinions and conventions • Customer focused collaboration over silos and hierarchy • Adaptiveand iterativecampaignsoverBig-Bang campaigns • The process of customer discovery overstatic prediction • Flexible vs. rigid planning • Responding to change overfollowing a plan • Many small experimentsover a few large bets Which Sitecore capabilities shouldweadopt quick and easy and create the mostvalue in managable chunks of work? Agile Marketing… …for Sitecore *http://agilemarketingmanifesto.org/
  9. 9. #1 Sitecore functionality vs the customer journey
  10. 10. Digital tactics Pitch product Optimized order flow Use principles ofinfluence to generatedemo requests Product USP’s matched to customer segments Detailed &enriched product information Convince of product quality Generate demorequestsCreate awaremess Converttocustomers Create loyal customers (retention) Create shortlist Producttry-outOrientation Make well informed decision Getthe mostoutof product Org. objective Journeyphase Performance (conversion rate) Trigger based campaign by using usage data 80% 10% 5% 3% Customerjourneyexample:a Dutch educational publisher Phase with most potential
  11. 11. Marketing taxonomy Experience profile Personalisation - Rule based Sprint 1 Personalisation - Profiling Testing A/B Sprint 1 Testing - Multivariate Engagement plan Digital tactics Pitch product Optimized order flow Use principles ofinfluence to generatedemo requests Product USP’s matched to customer segments Detailed &enriched product information Convince of product quality Generate demorequestsCreate awaremess Converttocustomers Create loyal customers (retention) Org. objective Performance (conversion rate) Trigger based campaign by using usage data Translate tactics to Sitecore capabilities 80% 10% 5% 3% Customerjourneyexample:a Dutch educational publisher Create shortlist Producttry-outOrientation Make well informed decision Getthe mostoutof product Journeyphase
  12. 12. First focus on that part of the customer journey where ‘simple’ Sitecore capabilities add the most value. And only configure the bare minimum of preconditions. Takeaway
  13. 13. #2 People & processes
  14. 14. Create and share a supported product vision
  15. 15. Atrue multidisciplinary team: Marketer and developer skills go hand in hand
  16. 16. Define the businessvalue ofyour product and appoint an owner of the results and needed DMS capabilities to optimize the results
  17. 17. Using DMS is often being seen as a ‘marketing thing’. But creating a common understanding of both the business and technical side with the whole team stimulates creativity in getting the most out of the capabilities. Takeaway
  18. 18. #3 User stories & hypotheses
  19. 19. Always start with the added value: use hypothesis to backup WHY you want to use certain Sitecore capabilities
  20. 20. Define marketing/DMS requirements as separate user stories or as acceptation criteria (e.g.‘should be A/B testable’)
  21. 21. Always include a (testable) scenario in user stories that states the desired outcome& measurement to test the hypothesis
  22. 22. Development User Stories Low level Relatively many Left brain Deliver functionality Marketing User Stories High level Relatively few Right brain Deliver outcomes & insights Marketing user stories
  23. 23. A Marketing Story example
  24. 24. Hypotheses: Visitors who experience a personalized offer convert more often than non- personalized visits. Story: As a user I want to see holiday destinations that match my previous behavior, so I can book a ticket without going through all the available options Scenario: A visitor who has visited a specific destination should see tickets matchet to that destination on the personalized homepage. A marketer should be able to compare Engagement Value of personalized homepage visitors and non-personalized homepage visitors
  25. 25. Always be able to test the success of implemented marketing initiatives (e.g. compare personalized and non-personalized visitor experiences) Takeaway
  26. 26. www.efocus.nl @efocus Thank you.

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