Today's customers engage with your organization through a growing variety of channels. Your website is just one of them -don't forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.

1. Enterprise
web
sites-­‐
Connec0ng
with
the
new
channels
Thomas
Robbins,
Chief
Evangelist,
Ken6co
CMS

2. Who
are
we?
Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on
the planet. With over
15,000 web sites in 87
countries it is used for
everything from simple web
sites to complex
applications.
Kentico CMS is easy to
install, simple to manage
and reliable.

3. What’s
the
problem
with
marke0ng
today?
Who
wouldn’t
agree?
The
number
and
variety
of
touch
points
or
channels
that
buyers
interact
with
sellers
has
grown
exponen9ally
in
the
last
few
years

4. What’s
a
marke0ng
channel?
A
channel
may
be
a
mobile
device,
retail
store,
web
site,
personal
communica6on,
email,
text
message,
social
media
site
….
Customer’s
have
the
power
of
MORE!
• Today’s
customer’s
has
more
control
over
the
buying
process
than
todays’
marketer
does
• Mobile,
web
and
social
media
are
part
of
virtually
everyone’s
daily
life
•
Buyers
have
more
choices,
more
sources,
more
outlets,
more
offers
and
more
opinions
from
industry
pundits,
peers
and
anonymous
people
to
consider.

5. What
is
mul0channel
marke0ng
in
2012?
The
approach
that
marketers
have
adopted
to
manage
and
op9mize
customer
engagements
across
the
burgeoning
landscape
of
customer
touch
points
is
generally
referred
to
as
mul9channel
marke9ng
Forrester,
May
2012
Mul9channel
marke9ng
strategies
use
a
combina9on
of
process,
technology
and
organiza9onal
alignment
to
engage
current
and
prospec9ve
customers
in
all
of
the
digital,
social,
and
offline
channels
that
are
part
of
the
buyers
purchase
process.

6. Where
do
you
start?
• Understand
your
customers’
journey
– What
channels
are
customers
using
for
research?
– What
channels
are
customers
using
for
purchase?
– How
does
the
experience
in
one
channel
affect
the
behavior
of
another?
Content
marke6ng
is
always
a
relevant
conversa6on!

7. Mul0channel
recommenda0on
#1
Make
it
a
strategic
ini0a0ve
Why
it’s
important
The
benefits
• Properly
executed
• Strategy
is
a
necessary
independent
process
and
mul6channel
marke6ng
ac6vity
strategy
is
more
than
just
• Technology
is
an
enabler
new
tools
it’s
marke6ng
• Strategic
gains
(mature
transforma6on!
mul6channel
marketers)
– 10%+
increase
in
ROI
• The
challenge
is
to
create
– 15%+
increase
in
customer
new
processes,
learn
new
sa6sfac6on
– 15%
reduc6on
in
sales
cycle
technology
and
rethink
your
– 15%+
increase
in
impressions
role
in
the
company
– 10%
increase
in
campaign
payback
Source
Forrester,
May
2012

8. Mul0channel
recommenda0on
#2
Make
your
website
a
pervasive
customer
engagement
hub
Why
it’s
important
Technology
considera0ons
• Today’s
world
drives
all
• CMS
(infrastructure)
mul6channel
touches
to
your
website
• Personaliza6on
• Create
a
dynamic
website
that
• Search
drives
unique
experiences
for
customers
• Op6miza6on
(A/B,
MVT
• Dynamically
deliver
content,
Tests)
messages,
experiences,
products
and
offers
from
pools
• Banner
management
of
content
assets
based
on
• Customer/Support
chat
your
knowledge
of
the
customer’s
profile,
behavior
and
engagement
history

9. Mul0channel
recommenda0on
#3
Create
a
culture
that
worships
customer
knowledge
Why
it’s
important
Technology
considera0ons
• Success
is
achieved
when
• CRM
interac6ons
are
calibrated
• Web
analy6cs
with
a
customers
current
• Segmenta6on
context
and
historical
• Lead
Scoring
interac6ons
• Data
aggrega6on
is
essen6al
• Collabora6vely
engage
with
sales

10. Mul0channel
recommenda0on
#4
Think
engagement
that
includes
campaigns
Why
it’s
important
Technology
considera0ons
• Engagement
is
crucial!
You
• Social
media
integra6on
can’t
meet
the
customers
if
(Facebook,
Twicer,
Google
you
don’t
show
up.
+
,
etc)
• Customers
will
engage
with
• Campaigns/Conversions
companies
that
meet
their
• A/B,
MVT
Tes6ng
needs
–
even
when
they
(op6miza6on)
change
• E-­‐Mail
newslecers
• Marke6ng
automa6on
(Drip
marke6ng/Lead
nurturing)

11. Mul0channel
recommenda0on
#5
Build
the
technical
infrastructure
to
support
dynamic,
cross
channel
conversa0ons
with
customers
Why
it’s
important
Technology
considera0ons
• Data
integra6on
and
• HTML
5/REST
technology
integra6on
is
• CRM
integra6on
(Salesforce,
part
of
the
new
world
etc.)
• Cookie
levels
and
Cookie
consent
op6ons
• Transla6on
services
(XLIFF)

12. Mul0channel
recommenda0on
#6
Become
a
super
collaborator
Why
it’s
important
Technology
considera0ons
• Rethink
your
rela6onship
• Development
process
with
with
marke6ng/IT/Sales
itera6ve
reviews
• Marke6ng
is
and
will
always
• Lead
scoring
be
bound
up
in
technology
• Lead
nurturing
as
the
customer
touch
points
become
more
digital
(be
disrup6ve)

13. Mul0channel
recommenda0on
#7
Choose
partners
that
rack
up
short
term
gains
on
the
path
to
the
full
vision
Why
it’s
important
Technology
considera0ons
• Find
partners
that
• Immediate
ROI
immediately
improve
your
• Enhanced
SEO
support
current
opera6ons
and
has
the
strategy
and
roadmap
• Cloud
integra6on
(if
to
execute
on
your
long
needed)
term
visions
• Select
on
vision
but
roll
out
on
tac6cs
• Short
term
ROI
essen6al
to
win
both
the
bacle
and
the
war

14. Ques0ons
Thanks!
Stop
by
and
see
us
–
Ken6co
CMS!
Thomas
Robbins,
Ken0co
CMS
Chief
Evangelist
Ques0ons/Contact
me:
• e-­‐mail:
thomasr@ken6co.com
• twicer:
@trobbins
• blog:
hcp://devnet.ken6co.com/Blogs/Thomas-­‐Robbins.aspx