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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.