Leveraging Integrations Across the Digital Marketing Ecosystem

Get Smarter

Bob Egner, VP Product Management

Roy Chomko, President Adage Technologies

Customer

Experience

Introducing EPiServer

Improving customer experience by combing e-Commerce and digital marketing software

Digital

MarketingE-Commerce

Introducing EPiServer

Improving customer experience by combing e-Commerce and digital marketing software

Customer

Experience

Successful B2C and B2B sites

over 5000 customers

in 30 countries

through a network of 630

partners

5

Evolution of Advantage

Manufacturing 1900 - 1960

6

Evolution of Advantage

Manufacturing 1900 - 1960

Distribution 1960 - 1990

7

Evolution of Advantage

Manufacturing 1900 - 1960

Distribution 1960 - 1990

Information 1990 - 2010

8

Evolution of Advantage

Manufacturing 1900 - 1960

Distribution 1960 - 1990

Information 1990 - 2010Customer 2010 - ??

“Customer Experience is the perception that customers have of their interactions with an organization.”

Bruce TemkinCo-founder and Chairman CXPA

“Customer Experience Management is the discipline of increasing loyalty by exceeding customers’ needs and expectations.”

Bruce TemkinCo-founder and Chairman CXPA

Loyalty Loop

• 53% of US grocery retail customers are enrolled in a loyalty program• 48% of those spend more then they otherwise would have

McKinsey Research

90%Source: Google/Ipsos/Sterling 2012

38%

Source: Google/Ipsos/Sterling 2012

81%

67%

46%

43%

90%

81%

19%

Source: Google/Ipsos/Sterling 2012

67%

Right Message, Right Audience

Segmenting interest into

groups based on

information gathered from

activity and search data...

can increase conversion

rates by up to 500%.

Andy BettsEconsultancy.com

CustomerJournalist

Job seekerCompetitor

Supplier

Social media visitor

Web Mobile Tablet E-mail

Channels or Silos?

And what about other Digital Marketing technologies?Analytics CRM DAME-Commerce Portals SearchSocial Media User Generated Content

Digital Ecosystem

Web Site

Analytics

CRM

Digital Ecosystem

Web Site

Analytics

CRM

How do you drive traffic?• Organic search?• Paid search?• Display ad?• Social?• Blog?

?

Can you manage the site?

Can you personalize the experience?

Is the CRM connected?? ?

Digital Ecosystem

Web Site

Landing Pages

Analytics

Analytics

CRM

Digital Ecosystem

Web Site

Landing Pages

Analytics

Analytics

CRM

How do you drive engagement?

Is CRM connected?

Do analytics tie?

?

?

Digital Ecosystem

Web Site

Landing Pages

Mobile Site

Analytics

Analytics

Analytics

CRM

Digital Ecosystem

Web Site

Landing Pages

Mobile Site

Analytics

Analytics

Analytics

CRM

How do you handle mobile traffic?

Can you reuse content?

Do analytics tie?

??

Value of Digital Marketing Ecosystem

Great experience that drives loyalty and lifetime value…

• Personalize and Contextualize across channels– Consumers expect to find content immediately– And formatted for their device of choice

• Same message on all channels– The best brands are ruthlessly consistent

• Build knowledge of your digital visitors– Who consumes what content, when, and why?– How can you understand their place in a journey?

Systems must work together!

Practical Examplewww.Silverpop.com

• Web and application development

• Formed in 2001• Chicago, IL

Integration

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Website and CMS

How can we integrate these different systems?

The Need Silverpop wanted to fully integrate their website, Silverpop

Engage, and Salesforce Visitors

Personalized experience Dynamic content Progressive profiling

Marketers Easy to update content Controls had to be fully accessible

IT Minimal involvement post launch

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User visits the site

User engages

Solution Example

Step 1

Step 2

www.silverpop.com

Step 3

User participates

Step 1 – User Visits Site

Visitor www.silverpop.com

Status: User visits site We know little about the user at this point except standard

analytics information System drops cookie on user’s machine Session ID is created on the server

Session ID

Cookie

Step 1 – User Visits Site

Step 2 – User Participation

Status: Visitor enters first name and selects industry on web site EPiServer maintains a session profile on user (visitor groups) EPiServer delivers dynamic content based on industry selection

- First name- Industry

EPiServer PersonalizationVisitor

Step 2 – User Participation

Retail & E-Tail

Step 2 – User Participation

A very different experience based on industry selection

High Tech

Step 3 – Download Whitepaper

Status: User clicks on whitepaper download Completes form User session data sent to Silverpop Engage Silverpop Customer ID dropped into user cookie Silverpop Engage data syncs with Salesforce

Silverpop Engage

SalesforceVisitor Completes form

Cookie

Step 3 – Download Whitepaper

First Name Last Name Company Email Country State Industry Interest Behavior

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What do we know now?

User profiling continues …

Summary Marketing and sales data are in sync

Website actions (whitepaper downloads, event signups, webinar registrations, etc.) are logged in Silverpop Engage

These actions then inform digital marketing strategy

Start simple and expand

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Thank you!

Bob EgnerVP Product Management

Bob.Egner@EPiServer.com+1 (630) 624 2345

Roy ChomkoPresident, Adage Technologies

rchomko@AdageTechnologies.com

+1 (312) 948-5981