COMPETING WITH

GIANTS

MARKETING NUKE FOR MID-MARKET

COMPANIES

MEET THE SPEAKERS

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AKHIL MITTAL

BRENDON BUCKLEY

GREG BAXTER

VP – Digital Solutions, edynamic

Digital Strategist, Sitecore

SVP – Customer Experience, edynamic

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

DILEMMA: PLAN VS. EXECUTE

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SHORTER PLANNING CYCLESPLAN

MEASURE PLAN

PLANMEASURE

DILEMMA: #REPORTS - MORE VS LESS

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RELEVANT GRANULAR ACTIONABLE

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

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

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

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

email

commerce

social

federated

Web

mobile

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

Q&As