Why you need a WEM strategy NOW

Transcription

1 Why you need a WEM strategy NOW September 2012 Toronto Ottawa Calgary Regina New York Brazil 1

2 Today s Agenda 1. Quick Intro s 2. What WEM is, Why it Matters, Why it Matters Now 3. From Stranger to Client the customer journey 4. Short Case Study and How to Get Started 5. Insight into Sitecore WEM capabilities 2

3 A (very) quick introduction Randy Woods, President, NLC Co-founded NLC in 1995 Senior strategist on select client engagements Understanding evolution of internet opportunities twitter.com/randywoods 3

4 About You Industry Position 80% 70% 60% Executive 16% Other 5% 50% 40% 30% 20% 10% 0% Sales 9% Primarily marketing 42% Primarily technical 28% 4

5 What is WEM, Why does it Matter, Why Now? 5

6 What the Vendors Say The symbiotic integration of advanced personalization - including elements of interactive search, sophisticated multimedia management, robust social computing/networking features and marketing campaign management tools. SDL Tridion: A Vendor 6

7 What the Vendors Say The symbiotic integration of advanced personalization - including elements of interactive search, sophisticated multimedia management, robust social computing/networking features and marketing campaign management tools. SDL Tridion: A Vendor 7

8 What the Vendors Say The symbiotic integration of advanced personalization - including elements of interactive search, sophisticated multimedia management, robust social computing/networking features and marketing campaign management tools. SDL Tridion: A Vendor 8

9 What the AnalystsSay It s a figment of the fervid Dreadful things should imaginations of software be done to it s vendor marketing proponents. departments Ian Truscott: An Analyst 9

10 More Analysts Understanding is where WEM departs from the mechanics of publishing Web experience management is a business practice that formalizes an organization s approach to relating to its audiences through web-based channels. The W should also mean e- mail, it means social channels, it means mobile apps, TV apps and maybe (gasp) personalized print More Analysts Promise to manage and optimize the customer experience across customer touchpoints through content management, search, customer targeting, analytics, personalization, and optimization capabilities If engagement is the outcome, then web experience management (WEM) is the practice 10

11 A Working Definition WEM is a category of software that allows marketers to undertake content marketing across a range of channels 11

12 A Working Definition WEM is a category of software that allows marketers to undertake content marketing across a range of channels 12

13 Content Marketing Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases. Other definitions use the term pull marketing, as opposed to traditional push marketing Altimeter Group describes it as creating and publishing media rather than renting advertising time and space 13

14 WEM Tactics Cross Channel Prospect Profiles Implicit / Explicit Personalization Content Aware Analytics Lead Scoring A B & Multivariate Testing Lead Nurturing 14

15 This Sounds Strangely Familiar 15

16 It Should Much of the Web s future will come from delivering individualized experiences Josh Bernhoff, Forrester Analyst, May

17 So Why Now? 17

18 The Rise of Content Marketing Google Trends 18

19 The Rise of Content Marketing Google Trends 19

20 The Rise of Content Marketing Google Trends 20

21 The Rise of Content Marketing Google Trends 21

22 The Rise of Content Marketing Google Trends 22

23 The Key Point Content Marketing is the how marketers take advantage of the big shift It may be the only option they have in the face of declining returns from traditional advertising 23

24 Gartner Magic Quadrant for CRM Multichannel Management

25 Gartner Magic Quadrant for CRM Multichannel Management

26 Gartner Magic Quadrant for CRM Multichannel Management

27 Gartner Magic Quadrant for CRM Multichannel Management

28 Gartner Magic Quadrant for CRM Multichannel Management

29 Web Content Management

30 Web Content Management

31 The Key Point Neither Content nor Customer Information alone is adequate You need a real-time system for delivering the most effective content to the right person at the right time 31

32 A B2B Customer Journey 32

33 Common Online Objectives Reach new buyers Influence media Sell more to existing customers Influence influencers Attract employees Reach investors 33

34 Map the Buying Cycle Basic Information Gathering Detailed Information Gathering Narrowing Scope Negotiating Selecting a Contender Validating Understanding Close 34

35 Map the Buying Cycle Our HR management system is down again. There must be something better out there. How do these softwareas- a- service (Saas) products compare to the on- premises solutions? Can these three SaaS HR solutions meet our needs? What do they cost? How stable are they? Basic Information Gathering Detailed Information Gathering Narrowing Scope Now I just need to get finance involved. Oh, and IT to decommission the old system. Wow. That took longer than expected. I m glad we re finally live Negotiating Close Selecting a Contender The pricing the sales person gave me seems okay. And the special only runs until end of quarter Validating Understanding What do the analysts think of HRX-online? What do current users think? 35

36 Mapping Marketing Process Buying Cycle Marketing Assets Basic information gathering Whitepaper - Why HRIS systems don t work and what you can do about it supported by paid search Blog series on HRIS success designed to attract organic traffic Website content comparing SaaS offerings with traditional software across six dimensions Detailed information gathering Narrowing scope Call to action to register for online demo of the product Validating understanding Selecting a contender Detailed product specifications Web content including Service Level Agreement Standard pricing details Call to action to download purchased Analyst report on HRIS Active social media monitoring retweeting positive experiences and quoting on website Sales makes qualifying call and offers free trial Negotiating Close Sales obtains verbal commitment and engages in negotiations with CIO, CFO Sales prepares contract and ensures it is completed accurately 36

37 Where Are We Weakest? Basic Information Gathering Detailed Information Gathering Narrowing Scope Close Negotiating Selecting a Contender Validating Understanding 37

38 38

39 The Awful Conversation I m worried about our Q4 They were all qualified Numbers. What s going on? opportunities. Your team is just incompetent! You call those leads? They were barely names! WHAT!! We gave you xx hundred leads last month alone! Marketing isn t generating enough leads! VP Marketing VP Sales 39

40 The VP Marketing VP Sales 40

41 The Awful Conversation You re Enough Both Already! outta here Sales, you missed your numbers. Marketing I have no idea what we got for that money you spent. VP Marketing VP Sales 41

42 The Awful Conversation Ahhhhh Nooooooooooooo VP Marketing VP Sales 42

43 Hint: Avoid This 43

44 Content Marketing and Sitecore Can Help You Avoid This 1. Build a lead scoring model based on information viewed and actions taken by prospect 1. Content viewed 2. Actions visitor takes 3. Source of visit 4. Search terms 5. IP address 6. Frequency of visit 7. Etc. 2. Marketing and sales need to beat out a shared definition of a qualified lead 44

45 Lead Scoring Model Marketing Assets Whitepaper - Why HRIS systems don t work and what you can do about it supported by paid search Blog series on HRIS success designed to attract organic traffic Website content comparing SaaS offerings with traditional software across six dimensions Call to action to register for online demo of the product Detailed product specifications Web content including Service Level Agreement Standard pricing details Call to action to download purchased Analyst report on HRIS Active social media monitoring retweeting positive experiences and quoting on website Lead Score Impact Whitepaper Download = +20 Each blog viewed = +5 Content viewed = +3 Online demo registration = +30 Content viewed = +10 SLA viewed = + 30 Pricing viewed = +20 Analyst report download = +20 Referred by tweet = +1-45

46 Identifying where a prospect is in the customer journey IP = Key Customer Score = +100 Download Whitepaper SALES READY Twitter referral Views case studies Online demo registration Score = +5 Score = +20 Score = +35 SALES Score = READY PPC response Downloads Whitepaper Views job openings Applies for job Score = +5 Score = +40 Score = -40 END 46

47 Short Case Study 47

48 NLC Online Objectives Reach new buyers Influence media Sell more to existing customers Influence influencers Attract employees Reach investors 48

49 Where Are We Weakest? Basic Information Gathering Detailed Information Gathering Narrowing Scope Close Negotiating Selecting a Contender Validating Understanding 49

50 Very Broad Lead Generation 50

51 Downloads! 51

52 Conversion rate Bonus Chart 35% 30% 25% 20% 15% 10% 5% 0% 0-31 seconds seconds seconds 60 seconds + Avg. time to complete form (time on page) 52

53 The Engagement Plan 53

54 The Engagement Plan 54

55 The Results

56 The Results 56

57 The Results It doesn t always work.. 57

58 What You Can Do Now 58

59 Four Things Begin the process of mapping buying cycle > marketing assets > weaknesses Look at the content you publish today how would you score a visitor looking at this content? Review your current marketing infrastructure with an eye to content marketing needs NLC Whitepaper: 8 Steps to Getting Started with WEM 59

60 Several Sitecore Screen Caps 60

61 61

62 62

63 63

64 64