Agile marketing and best-of-suite CMS solutions

Sitecore Agile Marketing

Sitecore Summer Camp 2015

Sebastiaan Bode (eFocus)

DMS adoption:What we see with our customers

80% of Sitecore marketing potential

is not being used

The experience marketing possibilities are key differentiators

for our customers to choose Sitecore

They have big ambitions in using advanced experience marketing

techniques in the exploration and concept phase

Why?

• Too much possibilities at once: paralysis

• Difficult to translate functionality to customer

perspective (WIIFM)

• Lack of customer capabilities & commitment

• Budget choices: Creating functionality above

configuration of marketing

• Technical hiccups slow down the adoption

process

• Time/priority by marketing: daily business vs

new possibilities

• Prerequisites cost an awful lot of time

• …

expectation

reality

Countering this: Agile marketing

• Validated learning over opinions and conventions

• Customer focused collaboration over silos and

hierarchy

• Adaptive and iterative campaigns over Big-Bang

campaigns

• The process of customer discovery over static

prediction

• Flexible vs. rigid planning

• Responding to change over following a plan

• Many small experiments over a few large bets

Which Sitecore capabilities should we adopt

quick and easy and create the most value

in managable chunks of work?

Agile Marketing… …for Sitecore

*http://agilemarketingmanifesto.org/

#1 Sitecore functionality vs the customer journey

Digital tactics

Pitch product Optimized order flow

Use principles of influence to generate demo requests

Product USP’s matched to customer segments

Detailed & enriched product information

Convince of product quality

Generate demo requestsCreate awaremess Convert to customers Create loyal customers(retention)

Create shortlist Product try-outOrientation Make well informed decision Get the most out of product

Org. objective

Journey phase

Performance(conversion rate)

Trigger based campaign byusing usage data

80% 10% 5% 3%

Customer journey example: a Dutch educational publisher

Phase with most potential

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 of influence to generate demo requests

Product USP’s matched to customer segments

Detailed & enriched product information

Convince of product quality

Generate demo requestsCreate awaremess Convert to customers Create loyal customers(retention)

Org. objective

Performance(conversion rate)

Trigger based campaign byusing usage data

Translate tactics toSitecore capabilities

80% 10% 5% 3%

Customer journey example: a Dutch educational publisher

Create shortlist Product try-outOrientation Make well informed decision Get the most out of product

Journey phase

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

#2 People & processes

Create and share

a supported product vision

A true multidisciplinary team:

Marketer and developer skills go hand in hand

Define the business value of your product and appoint an owner

of the results and needed DMS capabilities to optimize the results

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

#3 User stories & hypotheses

Always start with the added value: use hypothesis to backup

WHY you want to use certain Sitecore capabilities

Define marketing/DMS requirements as separate user stories

or as acceptation criteria (e.g. ‘should be A/B testable’)

Always include a (testable) scenario in user stories that states

the desired outcome & measurement to test the hypothesis

Development User StoriesLow levelRelatively manyLeft brainDeliver functionality

Marketing User StoriesHigh levelRelatively fewRight brainDeliver outcomes & insights

Marketing user stories

A Marketing Story example

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 matchetto that destination on the personalized homepage. A marketer should be able to compare Engagement Value of personalized homepage visitors and non-personalized homepage visitors

Always be able to test the success of implemented marketing initiatives (e.g. compare personalized and non-personalized visitor experiences)‘ ’Takeaway

www.efocus.nl

@efocus

Thank you.