Harness the Power of Your Digital Marketing Tool Box

DIGITAL TRANSFORMATION IN 2015 Harness the Power of Your Digital Marketing Tool Box

#PerficientDigital

facebook.com/perficient twitter.com/PRFT_Transformlinkedin.com/company/perficient

Perficient is a leading information

technology consulting firm serving clients

throughout North America.

We help clients implement business-driven technology

solutions that integrate business processes, improve

worker productivity, increase customer loyalty and create

a more agile enterprise to better respond to new

business opportunities.

ABOUT PERFICIENT

#PerficientDigital 3

PERFICIENT PROFILEFounded in 1997

Public, NASDAQ: PRFT

2014 revenue $456.7 million

Major market locations:

Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chicago,

Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston,

Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City,

Northern California, Oxford (UK), Southern California, St. Louis,

Toronto

Global delivery centers in China and India

>2,600 colleagues

Dedicated solution practices

~90% repeat business rate

Alliance partnerships with major technology vendors

Multiple vendor/industry technology and growth awards

4#PerficientDigital

INDUSTRIES

Healthcare

Financial Services

Life Sciences

Retail & Consumer

Goods

Automotive &

Transportation

High Tech

Telecom

Energy & Utilities

Manufacturing

Media & Entertainment

PORTALPortal Frameworks

SearchSecurityWeb AnalyticsWeb Content Management

Social & CollaborationMobilityExperience Design

INTEGRATIONIntegration Frameworks

Cloud ArchitectureReference Architecture

Application IntegrationEnterprise Application IntegrationService Oriented Architecture

Process & Content IntegrationBusiness Process ManagementComplex Event ProcessingRules Engines

DATA & CONTENTBusiness Analytics

Business IntelligencePredictive AnalyticsReporting

Structured Data ManagementData Integration, Quality & GovernanceEnterprise Data WarehouseMaster Data ManagementProduct & Information Mgmt

Unstructured Data ManagementBig DataContent IntelligenceContent Management

Enterprise Search

CUSTOMER EXPERIENCECustomer 360

Multi Channel EnablementRelationship ManagementSocial Engagement

CommerceMarketing Strategy ImplementationOrder ManagementSupply Chain ManagementService & SupportManaged Hosting

Sales & Service SupportCustomer Service, Sales Force Automation

Experience DesignStrategic Roadmaps & Envision Workshops User Research & Metrics AnalysisCreative & Interaction DesignCustom & Responsive UI Development

Digital MarketingSearch Engine MarketingOnline AdvertisingContent StrategyConversion Optimization

Management Consulting

BUSINESS OPERATIONSCorporate Performance Management

Budgeting, Forecasting & PlanningBusiness Analysis & Predictive Analytics

Enterprise Business SolutionsOracle EBSVertex Tax Solutions

Human Resource SolutionsEmployee Portals Human Resource ManagementTalent Management

Enterprise Social PlatformsSocial StrategyLync Unified CommunicationsOffice 365

Management Consulting

OUR SOLUTIONS PORTFOLIO

5#PerficientDigital

PRESENTER

Mark PollyDirector, Digital Solutions

@markapolly

[email protected]


HARNESS THE POWER OF YOUR DIGITAL MARKETING TOOL BOX

Agenda

• Key components in a digital marketing tool box

• How this tool box helps to attract, engage, and enable customer

feedback

• How web content management tools support your digital marketing

efforts

• Integrating these transformative tools

Source: Wikimedia Commons, Erik Strandberg

7#PerficientDigital

MARKETING TOOLS ADOPTION

60%

10%

5%

3%

>$500M

$20M - 500M

$5-20M

<$5MCompany Revenue

Raab Associates “Marketing Automation 2014 Industry Overview” (2014)

8#PerficientDigital

MARKETING TOOLS ADOPTION

ACT-ON and Gleanster Research “Rethinking the Role of Marketing “ (2015)

WHAT ARE THE OVERALL TOP CHALLENGES THAT CAUSE YOU

TO STRUGGLE WITH CURRENT MARKETING OBJECTIVES?

Access to existing customer data

Marketing alignment with sales

Fragmented marketing systems

Limitations with current technologies

Internal skills and expertise

We don’t collect the right customer data

Our processes are inefficient

98%

90%

83%

80%

73%

60%

58%

9#PerficientDigital

THE NUMBER AND TYPE OF TOOLS IS DAUNTING

More than 900 tools!

10#PerficientDigital

THE NUMBER AND TYPE OF TOOLS IS DAUNTING


SIMPLIFIED VIEW OF THE LANDSCAPE

cmsmyth.com “The role of web content management in an exploding marketing technology landscape“ (2014)


DIGITAL MARKETING: A REFERENCE ARCHITECTURE

Marketing Automation

Offline

MediaIVR CSR

On-

PremiseEmail

Segmentation Lead ScoringSentiment

Analysis

AnalyticsCRM DAMExternal Content

Retargeting

Customer

Portal

Mobile

Apps

Social

MediaWeb Site

Reputation

Mgmt

Campaign

Workflow

eMail

Marketing

Event

Marketing

Social

Marketing

Business Applications, Data, etc. Big Data

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing

PagesTemplatesSite Mgmt Testing


HOW THE TOOLBOX HELPS

Awareness

Consideration

Intent

Lead

Opportunity

Sale



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

eMail Marketing

Event Marketing

Social MarketingSegmentation

Sentiment Analysis



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Reputation Management

Event MarketingSEO

SEM

Testing



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Lead Scoring

Re-targetingPersonalization

Landing Pages

Testing



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing

Re-targeting

Event Marketing

Segmentation

CRM

Personalization

Landing Pages



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

eMail Marketing

Re-targeting

Event Marketing

Segmentation

CRM Personalization

Landing Pages



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing

Re-targetingSentiment Analysis


Event Marketing

Segmentation

Social Marketing

CRM Personalization

SEO

Landing Pages



Offline

MediaIVR CSR

On-

PremiseEmail


Analysis


Retargeting

Customer

Portal

Mobile

Apps

Social

MediaWeb Site

Reputation

Mgmt

Campaign

Workflow

eMail

Marketing

Event

Marketing

Social

Marketing


Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing


WHY WEB CONTENT MANAGEMENT IS KEY


“WCM truly serves as a hub of content delivery and digital

experiences – often the central player in orchestrating

customer-facing technologies.

In serving as this hub, the content management system

helps ensure consistent digital experiences across sites,

devices and channels ...”

– Jeff Cram




Campaign Workflow Needs • Pages to be directed to

• Templates to display targeted content

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing




eMail Marketing needs • Landing pages

• Personalization

• Templates for emails

• Testing to determine what works best

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing




Event Marketing Needs • Landing pages

• Lead scoring

• Personalization

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing




Social Marketing Needs • Content for consistent messaging and branding

• Landing pages for campaign details

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing




Re-targeting Needs • Content for consistent messaging and branding

• Testing to determine what works best

• Landing pages for campaign details

• Personalization

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing




SEO/SEM Needs • Content to search and promote

• Site management for clear navigation

• Tags, keywords, meta data

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing




Reputation Management Needs • Content to promote reputation

• Tags, keywords, meta data

Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing



INTEGRATION NIGHTMARES

ACT-ON and Gleanster Research “Rethinking the Role of Marketing “ (2015)

WHAT ARE THE OVERALL TOP CHALLENGES THAT CAUSE YOU TO

STRUGGLE WITH CURRENT MARKETING OBJECTIVES?

Access to existing customer data

Marketing alignment with sales

Fragmented marketing systems

Limitations with current technologies

Internal skills and expertise

We don’t collect the right customer data

Our processes are inefficient

98%

90%

83%

80%

73%

60%

58%


INTEGRATING THESE TOOLS

Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing



Event Marketing

Segmentation

Social Marketing

CRM Personalization

SEO

Landing Pages



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing



Event Marketing

Segmentation

Social Marketing

CRM Personalization

SEO

Landing Pages



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing



Event Marketing

Segmentation

Social Marketing

CRM Personalization

SEO

Landing Pages



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing



Event Marketing

Segmentation

Social Marketing

CRM Personalization

SEO

Landing Pages



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing



Event Marketing

Segmentation

Social Marketing

CRM Personalization

SEO

Landing Pages



Awareness

Consideration

Intent

Lead

Opportunity

Sale

Campaigns

Lead Scoring

eMail Marketing



Event Marketing

Segmentation

Social Marketing

CRM Personalization

SEO

Landing Pages




INTEGRATION

NIRVANA

©2happy


PLATFORM VENDORS ARE TAKING ON INTEGRATION



Adobe MarketingCloud


Offline

MediaIVR CSR On-

PremiseEmail


Analysis


Retargeting

Customer

Portal

Mobile

Apps

Social

MediaWeb Site

Reputation

Mgmt

Campaign

Workflow

eMail

Marketing

Event

Marketing

Social

Marketing


Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing

PagesTemplates

Site

MgmtTesting




Offline

MediaIVR CSR On-

PremiseEmail


Analysis


Retargeting

Customer

Portal

Mobile

Apps

Social

MediaWeb Site

Reputation

Mgmt

Campaign

Workflow

eMail

Marketing

Event

Marketing

Social

Marketing


Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing

PagesTemplates

Site

MgmtTesting



IBM Interactive Marketing

IBM Campaign IBM Interact IBM eMessage

IBM MarketingOperations

IBM ProductRecommendations

IBM EMailOptimization

IBM LIVEmail IBM Digital Experience


Offline

MediaIVR CSR On-

PremiseEmail


Analysis


Retargeting

Customer

Portal

Mobile

Apps

Social

MediaWeb Site

Reputation

Mgmt

Campaign

Workflow

eMail

Marketing

Event

Marketing

Social

Marketing


Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing

PagesTemplates

Site

MgmtTesting




Offline

MediaIVR CSR On-

PremiseEmail


Analysis


Retargeting

Customer

Portal

Mobile

Apps

Social

MediaWeb Site

Reputation

Mgmt

Campaign

Workflow

eMail

Marketing

Event

Marketing

Social

Marketing


Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing

PagesTemplates

Site

MgmtTesting


Sitecore Experience Platform

• Experience profile

• Experience management

• Multi-channel delivery

• Multi-channel analytics

• Sitecore AIDA

• Analysis

• Insights

• Decision

• Automation

• Connectors


Offline

MediaIVR CSR On-

PremiseEmail


Analysis


Retargeting

Customer

Portal

Mobile

Apps

Social

MediaWeb Site

Reputation

Mgmt

Campaign

Workflow

eMail

Marketing

Event

Marketing

Social

Marketing


Content Management

Implicit

PersonalizationSEO

Explicit

PersonalizationSEM

Lead

Scoring

Landing

PagesTemplates

Site

MgmtTesting



INTEGRATION NIRVANA IS NOT YET A REALITY

Integration Best Practices

• Take advantage of platform vendors





• Standardize on a web content management system






• Use point solution vendors that have open APIs


INTEGRATION NIRVANA IS NOT A REALITY YET




• Use point solution vendors that have open APIs

• Define a reference architecture and standards and

stick to them


QUESTIONS?

Please submit your questions in

the chat box


FOLLOW US ONLINE

• Perficient.com/SocialMedia

• Facebook.com/Perficient

• Twitter.com/PRFT_Transform

• Blogs.perficient.com/digitaltransformation/

Next up: Align Business Data & Analytics for Digital TransformationThursday, May 21 | 1:00 PM CTbit.ly/DTWebinar5


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Harness the Power of Your Digital Marketing Tool Box