Mid Market Webinar
Transcript of Mid Market Webinar
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COMPETING WITH
GIANTS
MARKETING NUKE FOR MID-MARKET
COMPANIES
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MEET THE SPEAKERS
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AKHIL MITTAL
BRENDON BUCKLEY
GREG BAXTER
VP – Digital Solutions, edynamic
Digital Strategist, Sitecore
SVP – Customer Experience, edynamic
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CAROLINE – THE MID-MARKET MARKETER
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WHAT WORRIES CAROLINE ?
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SIZE
RESOURCES EXPERIENCE
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Lessons Learnt
Dos and Don’ts for mid-
market marketer
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DILEMMA: PLAN VS. EXECUTE
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SHORTER PLANNING CYCLESPLAN
MEASURE PLAN
PLANMEASURE
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DILEMMA: #REPORTS - MORE VS LESS
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RELEVANT GRANULAR ACTIONABLE
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DILEMMA: IN-HOUSE VS PARTNER
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AVOID LARGE IN-HOUSE TEAMS
PARTNERS BRING IN QUICK EXPERTISE & FLEXIBILITY TO SCALE UP OR DOWN
GOVERNANCE IS CRITICAL
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DILEMMA: MARKETING VS SALES
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MQLDEALS
CLOSEDREVENUE
GENERATED
FOLLOW SAME KPI
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Awesome Customer Experience
Not just an option but
mandatory for survival
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LISTEN TO YOUR CUSTOMERS
IMPLICIT + EXPLICIT
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CUSTOMER IS A SINGLE IDENTITY
“Personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more”, McKinsey
“Personalization leads to a 67% transaction value, 300% conversion rate, and 7% annual revenue increase”, SmartFocus
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INTEGRATED CXP
• Integrated CX Platform that
allows marketers to deliver
content and experience
wherever the client is
• C.O.P.E.
• Facilitate Single View of
Customer (SVC)
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ORCHESTRATE THE CUSTOMER JOURNEY
Unknown Person
Subscription
Center manages
profile
Capture engagement in
CRM
Anonymous profile
created and client is
segmented
Personalized and Dynamic
content
Profile is
matured
Sees Brexit story on social mediaSees article on websiteIs served the next interesting article Subscribes Becomes Known
Receives Brexit email on mobile
deviceShare network on social mediaInvited to Event Partner recognize interestEngages with prospect
Search delivers
next article
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Most Critical Advice
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TIME BOMB IS ALWAYS TICKING UP, BUT
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SAY NO TO TEMPORARY FIXES
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Case Study
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Use of SXP
PersonalisationSurvey PersonalisationSocial Personalisation Email Campaign ManagementEngagement Automation
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Personalised Surveys
3 surveys surfaced to players based on profile age range (4 categories)
Implemented using WFFM and rules based personalization
Incentivized to complete by awarding bonus apples
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Social Power
SXP powered Facebook page –updated once per day with a Happy Hour campaign.
Increasing likes massively, ensuring long duration stay on FB page for exposure to additional marketing.
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2 Week Outcome
60% Increase in Sales40,000 New EDM Names37K Completed Surveys1.25 Million Facebook Hits 1.75 Million Facebook VotesMore Likes than Major Banks
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Context
“ With Sitecore we can engage our customers in as personal a conversation as they’d have in a branch, whether they’re interacting with QTMB’s main website, our mobile site or through social media.”— Chris Moses, Chief Marketing Officer QT Mutual Bank
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Context
“ Sitecore gives QTMB the power to present the banking information a customer really cares about, without their having to even think about it.” — Sean Riley, eChannel Specialist, Marketing, QT Mutual Bank
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AT A GLANCE
INDUSTRY
EXPERIENCEWE ARE SITECORE
EXPERTS
UNIQUE MARKETING
TECHNOLOGY EXPERTISE
Our breadth and depth of
expertise across the
MarTech eco-system is
unmatched.
CX Strategy, Content
Strategy, DG.
CXP, MAP, CRM, Analytics
implementations.
Deep expertise in
Manufacturing, Financial
Services, High-Tech,
Professional Services,
CPG, Travel and Retail.
Deep expertise in the
B2B marketing.
Work for 45 Fortune 500
companies as well as
over 90 mid-sized
organizations and start-
ups.
Sitecore Gold Partner, since
2003.
Over 200 Sitecore projects
successfully delivered.
150+ trained Sitecore
resources. 4 Sitecore MVP’s.
Reusable Sitecore connectors
built to extend the ecosystem.
Industry accelerators and
reusable frameworks. 27
5 countries
350+ employees
Headquartered at NYC
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The Sitecore Value
Revolutionizing the Relationship between Businesses and their Customers
Only Sitecore connects intelligence, content and automation so
you can precisely market and sell to individuals in context
ContextualIntelligence
ContentManagement
Omni-channelAutomation
appsprint
commerce
social
federated
Web
mobile
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Sitecore’s value to digital marketers
Modular, open and connected Experience Platform
Analytics & optimization
Real-time analytics and optimization
enabled by machine learning
CloudGet to market quickly
and scale reliably
Personalization
Personalization contextualized to
individual customer across channels
Omni-channel
Deliver omni-channel experiences including
what’s next like IoT and virtual reality
Holistic data
Single view of customer via
integration of data across all sources
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Q&As