OMNI-CHANNEL MARKETING AUTOMATION
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OMNI-CHANNEL MARKETING AUTOMATION with Sitecore EXM and Sitecore Experience Platform
Transcript of OMNI-CHANNEL MARKETING AUTOMATION
OMNI-CHANNEL MARKETING
AUTOMATIONwith Sitecore EXM and
Sitecore Experience Platform
Presenters
Marketing Leader with over 17 years of experience in B2B direct market strategies; 8 years experience in Marketing Automation.
Experience with integrated, global multi-channel demand generation marketing programs including marketing automation, lead nurture, digital, branding, SEO/SEM, social, content, events and analytics dashboard components.
Worked with legal, high tech, professional services and financial services clients.
Caroline SchmidVP, Demand Generation
Amritpal SinghMarketing Automation Manager
Marketing automation expert with experience in a wide variety of marketing automation tools.
Responsible for creating strategies for lead campaign and database management.
He has worked with leading brands like XL Group, Inttra, RRD.
Topics for Today’s Webinar
• Omni-channel marketing with Sitecore– how automation can align across channels
• Benfits/Features Sitecore EXM 3.4
• Developing highly personalized emails
• Capturing 360 degree view of customer
• Advancing opportunities with Profile Scores
• Compiling email & web analytics
• Is Sitecore EXM right for your business?
• Getting Started/Roadmap
• Tool Demo
The digital imperative demands that companies expand their digital
footprint. No longer is it just the website siting in a silo. It’s about the
digital ecosystem and how companies manage their digital
customer experience.
Omni-channel Marketing
“Multichannel customers spend three to four times more than single-channel customers do during customer acquisition.”
Omni-channel provides:
• Consistent Experience
• Increase in Brand Presence and Opportunities for Conversion
• Increase leads
• Decrease friction in Path to Purchase
• Faster sales cycle
• Increase relevancy
Wordstream
“29% of enterprise marketers find managing offers across multiple campaigns challenging. ”
Challenges:
• Lack of common technology used across channels
• Increased Time & Expense
• Lack of Expertise in Marchitecture
• Coordination across departments/IT
• No Centralized Data (37% of enterprise 23% mid-level have a centralized data repository for their client data)
The Relevancy Group
Sitecore EXM as part of the Sitecore Experience Platform
The Power of Sitecore Experience Platform
Leverage the power of cross-channel, personalized communications
Manage content and provide it dynamically
Data that provides context of customer interactions
Automate testing, tracking, targeting and reporting to improve CX
Integrations that provide a Single View of Customer across your organization
Sitecore EXMSitecore EXM & Sitecore Email Cloud together offer a one-stop solution
for an organizations email marketing needs.
Cross Channel- Adding Email
• Schedule a single email or a series of emails
• Implement automated or triggered email campaigns
• Map email as part of the complete customer journey
• Email Cloud Services (Delivery, SPAM, Preview)
Manage Content
• Consistent cross- channel content – email that mirrors your website
• Match products to prospects for your emails
• Drag-and-drop media library for your emails
• Attach PDF files, documents or integrate with a DAM solution
Data & Context
• Personalize email based on demographics, real-time behaviors, events or any customer experience data
• See all activity from customer profile in one location
• View complete customer data including email for a Single View of your Customer across channels and systems
Automate, Test & Track your Campaigns
• Track customers interactions and goals with email
• A/B or multivariate testing: subject lines, messaging, images & timing
• Analyze insights and make campaign adjustments
• Create dynamic, complex customer segmentations
• Determine frequency, sequence and personalization of interactions over any channel
• Profiling based on email interactions
Email Experience Manager Dashboard
Single View of the Customer- Across Platforms
• Provide cart updates and transaction emails as part of customers’ online shopping journey
• Connect your CRM to supplement records bi-directionally between your CRM and with Sitecore profile and experience data
• Utilize SPAM & Delivery tools with Sitecore Apps
THE POSSIBILITIES
• Meet customers in the rapidly changing digital landscape
• Execute on-going complex campaigns efficiently
• Automate your customer journeys with complex segmentation and personalization across channels
• Manage contacts through the funnel and ensure a seamless hand off between sales and marketing
• Gain real-time insights from your analytics
Improve lead management and nurturing
Measurable Results
Enhanced Targeting & Personalization
Align your Omni-Channel Experience
Seamless campaign execution & tracking
Goals, Automation & Engagement Values
Sitecore Analytics & Experience Profile
Email Analytics and Dashboards
Sitecore Personalization & Experience Profiles
Dynamic, Personalized Email Campaigns
Improve value of your Web interactions, decrease bounce, increase conversions
Improve value of your integrated campaigns, decrease time to market, & reduce leakage
Sitecore Experience Platform
EXM 3.4
Automated Emails/Flows
Is Sitecore EXM right for your business?
Sitecore EXM Use Cases
• Email Sends- Sitecore EXM 3.4 allows for extremely quick creation/sending of email campaigns
• Automation- Tight integration of complex Engagement Plans gives you the flexibility to tailor a marketing journey and move visitors from automation plan to automation plan or specific states within each plan
• Schedule a Campaign- Sitecore allows you to select a date and time, as well as a time zone with lists segmented by region.
• Personalization & Dynamic Content- Sitecore’s Experience Database (xDB) collects cross-channel behavioral data that can be used for personalization and dynamic content
• Preview Email- Preview email with Litmus for Mobile & Desktop
• A/B & Multivariant Testing- Test multiple components of your emails
Let’s Compare- Email
Single Email Campaign
Creation
Quick creation and sending of email campaigns.
Whole process complete in 6 steps
Requires multiple assets and settings. Eg. Header,
footer, list & Campaign
Campaign association is required: creating email
template and then final email, list are then selected
separately
Automation Covers basic automation trigger and also provides
flexibility to the developer to trigger using custom
code. Helpful in complex engagement plans
Drag n Drop interface with preconfigured actions Drag n Drop interface with preconfigured actions
Scheduled Select the date and time, allows for the time zone Scheduling of Email can be done Scheduling of Email can be done
Personalization + Dynamic
Content
xDB collects cross-channel behavioural data; which
gives it the edge when it comes to next level
personalization and dynamic content
Available but limited to Eloqua database (and
integrated systems)
Available but limited to Pardot database (and
integrated systems)
Draft PreviewsIntegrated with Litmus to provide device and browser
views and HTML testing
Includes test email send and email screenshot across
different platform but with limitations
Integrated with Litmus to provide device and browser
views and HTML testing
A/B Testing Multivariate testing A/B testing only A/B testing only
Spam ComplianceSitecore Email Cloud is a cloud service coupled to
Sitecore EXMSpam check not an out of the box feature Spam check not an out of the box feature
Let’s Compare- Other features
Landing PagesIn sync with your website. EXM already includes the
latest style sheets, components and tracking of the
primary site
HTML & WYSWYG Editor. Requires content re-
creation for assets of primary site.
HTML & WYSWYG Editor. Requires content re-
creation for assets of primary site.
Forms
“Enable Form Dropout Tracking” – sends any data
entered into xDB, regardless of the form being
submitted. This feature allows marketers to contact
the prospect directly or to target the organization
through other forms of marketing
Captures form data when user submits the form Captures data when user submits the form
Campaign Tracking and
reportingAssociate campaigns with groups and setup
tags/tracking optionsEloqua provides the campaign tracking Associate campaigns with groups using tags
List Management Platforms can handle uploading static listsDe-dupe functionality during the list upload and a
broader range of fields to map
De-dupe functionality during the list upload and a
broader range of fields to map
SegmentationSitecore does not have this ability out of the box; it
has the capability to create advanced rules to build
complex segmentation lists.
Out of the box, offers extensive segmentation
capabilities.
Out of the box, offers extensive segmentation
capabilities.
The DifferenceWhere Sitecore Excels
• Sitecore is effective at replicating basic email and some automation with great Litmus testing and SPAM check features
• Sitecore landing page and forms can be tied closely to website- with both Sitecore with style sheets, content and tracking
• Sitecore cost is tied to email sends vs other platforms that charge by the number of contacts in your database
Where it Differs from other MAP Tools
• Other platforms can develop complex nurture programs that involve complex segmentation and rules
• Other platforms tie closely to CRM and provide enablement of the sales and marketing funnel
• Reporting and scoring capabilities vary across all platforms
Get Started with Sitecore EXM
Develop a Sitecore EXM 3.4 Roadmap
• EXM Strategy Understand Goals
• Assessment of Email Campaigns & Conversion to EXM
• Align your Customer Journey across Sitecore Experience Platform
• Planning & Blueprint
• Configure engagement plan
• Advanced Personalization
• Automated campaigns
• Leverage profiling & customized communications
Set-up Campaigns
Testing & Monitoring
Strategy & Discovery
Implement your
Environment
Advance Maturity
• Install Sitecore EXM & xDB Infrastructure
• Server set-up & Deployment
• Subscription/Bounce back Management
• Campaign Set-up
• Custom Email Components
• Email Preference
• Integration
• Personalization
• A/B & Multivariate Testing
• Reporting
Getting Started with Sitecore EXM
• Get Approved by Sitecore for the platform
o Based on Number of Emails sent
o Data and reputation management practices
o Tool use
• Set-up of the Platform (based on # average emails that will be sent)
o Enable Sitecore EXM
o Sitecore Cloud Service (email delivery service)
o xDB Infrastructure set-up
o Scale servers
o Configure Domains
o Decide of subscription add-ons
• Start with Email Campaigns, Landing Pages & Forms
o Simple sends: triggers, time-based automation
o Add goals tied to actions
o Set-up Reports & Dashboard
o Explore Personalization
Demo
Questions?
