Marketing personalized at scale sitecore + sfmc = success final final

© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of
Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
Marketing
personalized at scale:
Sitecore + SFMC =
success

@sitecorevarun @GoAltudo #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Varun Nehra
VP - Solution Architecture
Head of Digital Solutions Group
15+ years of industry experience
20+ Hands on Sitecore deliveries
50+ client engagements
Amit Thapliyal
VP- Marketing
Full Stack Marketing | Consulting | Digital Transformations
14+ yrs across : SaaS | Services verticals | B2B & C
Brand Management, Growth Marketing & Strategic Alliances
Passion: Building Marketing Engines
Life’s Motto: Do the New
Who we are
@ideazfactory247
https://www.linkedin.com/in/amitthapliyal
Amit.thapliyal@altudo.co
@sitecorevarun
www.sitecorevarun.com
varun.nehra@altudo.co

© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
@sitecorevarun @GoAltudo #SitecoreSYM
01
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03
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Let’s define a few things first
Challenges marketers face
Why Sitecore & Salesforce?
Let’s go on a journey together
See how Sitecore & Salesforce come together
What’s next?
Quick Preview

Marketing genius once said …

@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
But WHY are we here?
Great to be here …

❛❛… driving meaningful experiences at scale and across
channels…❜❜
Mark Frost
CEO - Sitecore
Our common goal

WE ARE IN THE EXPERIENCE ECONOMY

CX Fail: Results
• Fractured Customer Experience- Brand Image
• Sluggish time to market
• Low Volume of Sales Leads
• Low engagement & Lead Quality
• Low acquisition rates, high CAC, high Churn
• Lost opportunities – Cross Sell, Upsell
• Referrals, Advocacy

CMOs’ Top Imperatives
CX, Optimizing mar-tech spends,
innovation & personalization are
top agendas for marketing leaders
Gartner CMO Survey(s)
“You’ve got to start with
Customer Experience & work back
towards the technology..
not the other way around.”
- Steve Jobs

The Layers of Engagement
Find, win, grow and retain customers
A single, best version of the customer truth
reaching across any marketing touch-point,
anywhere in the journey
Personalization everywhere
Winning
customer experience
Value
for
customers &
experiences

#SitecoreSYM
Let’s define a few
things first …
This Photo by Unknown Author is licensed under CC BY-SA

#SitecoreSYM
Defining
Personalization At
Scale

@sitecorevarun
@GoAltudo
#SitecoreSYM
Building customer profiles iteratively
across systems & channels
What is Personalization at scale?
Seamless personalization & brand
orchestration across MarTech
Personalization is communicating
value to an audience of 1
At scale – multi-channel marketing
across multiple customer segments to
achieve a single outcome

@sitecorevarun
@GoAltudo
#SitecoreSYM
Achieving Personalization at scale
Omni-channel orchestration of 1:1
relevant content & experiences
Measurement
strategy for success
Integrate systemsBreak data silos

Are you optimizing your MarTech investments?
13%
39%
39%
9%
Absolutely Somewhat We could do better Not at all
—Source: 2019 Chief Marketer Martech Outlook | Survey: 500 CMOs

#SitecoreSYM
Let’s define success
This Photo by Unknown Author is licensed under CC BY-NC-ND

@sitecorevarun
@GoAltudo
#SitecoreSYM
Depends on who you ask…
What’s the definition of success?

Today’s marketing success comes from self-publishing
web content that people want to share. It’s not about
gimmicks. It’s not about paying an agency to interrupt
others.
David Meerman Scott
Author of several books on marketing, including The New Rules of Marketing and PR.
Defining success

Being able to know them, what they value & then create
moments of truth – to make customers raving fans..
Converting engagement to revenue outcomes comes next
Amit Thapliyal
VP – Marketing @Altudo
Defining success

Each piece of marketing technology delivers value in it’s
own right. However, their cumulative value is realized by
successful coupling of complementary MarTech.
Varun Nehra
VP – Solution Architecture @Altudo
Defining success

@sitecorevarun
@GoAltudo
#SitecoreSYM
• Business/Marketer – “Increase recognition!”
• Marketing Technologist – “Increase number of 20 min engagement
customer”
• Implementation Partner – “Identify and track 7x customer”
A large adventure tourism company
Real world definition of success

#SitecoreSYM
Marketer’s Challenge

A bird’s eye view of challenges
• More channels, less engagement
• Complex attribution
• More data, less insights
• Growing MarTech stack-
More options , increasing investments (upto 33% of
marketing budgets) VS greater expectations of ROMI

@sitecorevarun
@GoAltudo
#SitecoreSYM
Top challenges for marketers
Collecting the right data
Identifying the right KPIs for
measurement
Analyzing the data
Aligning KPIs with business
goals
Attributing leads to revenue
Attribute social & content to
revenue

@sitecorevarun
@GoAltudo
#SitecoreSYM
Success KPIs Cheat sheet

#SitecoreSYM
Why Sitecore &
Salesforce

@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
• Sitecore’s DXP is based on its heritage WCM as
well as digital marketing and commerce
capabilities.
• Sitecore’s multichannel strategy is supported by
ongoing innovation in headless/head-optional
approaches for experience delivery.
• Sitecore has been investing in exploiting
Microsoft-based, ML-driven personalization at
scale.
• This is in addition to existing personalization
capabilities in Sitecore Experience Database
(xDB).
Magic Quadrant for Digital
Experience Platforms
Best of breed DXP

@sitecorevarun
@GoAltudo
#SitecoreSYM
© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
• Salesforce Marketing Cloud comprises core
elements that enable B2C marketers to
orchestrate end-to-end journeys across all
engagement channels.
• Salesforce continues to add native capabilities like
automated segmentation and enhanced
journey analytics across Marketing Cloud via
Einstein
• In 2019, it plans to add predictive frequency
capping, predictive content selection and
journey recommendations to enable more
insight-driven, autonomous marketing decisions.
• Salesforce has a vast ecosystem of partner
integrations to deepen capabilities when
necessary.
Magic Quadrant for Multichannel
Marketing Hubs
Best of breed Multi-channel Marketing Hub

Best of breed platforms coming together

#SitecoreSYM
Let’s go on a digital
journey together …
Art of Experience

Source: LinkedIn – Swimwear
Fashion Event
GeoIP: London
IP Address: Speedo (Pentland Group)
Industry: Brand/Designer
Product: Swimwear
Visit#: One
Visit #: Two
GOAL: Article Read
GOAL: Video Watched
GOAL: Fiber Info Read
Profile: Tier One Business Target
Profile: Swimwear
Profile: Brand/Designer
Profile: Research Phase
Engagement: LOWStrategy: Engage & Build Trust
?
Channel: Website Personalization

Fashion Event
GeoIP: London
IP Address: Speedo
Product: Swimwear
Visit#: One
Visit #: Two
GOAL: Article Read
GOAL: Video Watched
GOAL: Register for Event
GOAL: Connect with other brands
Profile: Swimwear
Profile: Influencer
Profile: Engage Phase
Name: Helen Campbell
Company: Pentland Group
Title: Swimwear Designer
Email: hcampbell@pentland.com
?
Channel: Website PersonalizationStrategy: Unknown to Known Engagement: MEDIUMStrategy: Become Part of
Community
Channel: MA – Email/CRMChannel: Website Personalization
Register
for event
Connect Connect
Connect with other Swimwear brands attending the London Swimwear Show

Fashion Event
GeoIP: London
IP Address: Speedo
Product: Swimwear
Revenue: $4.7 billion
Visit#: One
Visit #: Two
GOAL: Article Read
GOAL: Video Watched
GOAL: Connect with other brands
GOAL: Create account
Profile: Swimwear
Profile: Influencer
Engagement: LOW
?
Engagement: MEDIUM
LYCRA®
LYCRA®
Strategy: Become Part of
Community

Fashion Event
GeoIP: London
IP Address: Speedo
Product: Swimwear
Visit#: One
Visit #: Two
Visit #: Three
GOAL: Article Read
GOAL: Video Watched
GOAL: Connect with a brand
GOAL: Connect with a mill
GOAL: Subscribe to Newsletter
Profile: Swimwear
Profile: Influencer
Engagement: LOW
?
Engagement: HIGH
SUBSCRIBE!
Swimwear News
Subscribe to our specialized Swimwear Newsletter, and get the latest industry news
delivered to your inbox! All the latest, all Swimwear.
To subscribe, click here.
Strategy: Become Part of
Community
Strategy: Convert to Customer

Fashion Event
GeoIP: London
IP Address: Speedo
Product: Swimwear
Visit#: One
Visit #: Two
Visit #: Three
GOAL: Article Read
GOAL: Video Watched
Profile: Swimwear
Profile: Influencer
?
Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer

Helen Campbell
Pentland Group (Speedo)
Swimwear Designer - Innovation
Brand/Designer
$4.7 billion
Designer, Swimwear
Linked In – London Swimwear Fashion Show
Newsletter Subscription – Swimwear,
Attended London Swimwear Fashion Show

Source: LinkedIn – Swimwear Fashion
Event
GeoIP: London
IP Address: Speedo
Product: Swimwear
Visit#: One
Visit #: Two
Visit #: Three
GOAL: Article Read
GOAL: Video Watched
GOAL: Meet with Sales
Profile: Swimwear
Profile: Influencer
?
Strategy: Unknown to Known Engagement: HIGHStrategy: Convert to Customer
Hi Helen,
Thank you for coming to our swimwear show event in London,
UK and stopping by our booth. We have sent this email to let
you know about LYCRA® design challenge on December 3rd in
Miami, Florida.
You can also book a “one on one” with Arturo Valenzuela to talk
through how we can help you.
LYCRA® Swimwear
Connect on Lycra
Portal
Channel: Website PersonalizationChannel: MA – Email/CRM

Source: LinkedIn – Swimwear Fashion
Event
GeoIP: London
IP Address: Speedo
Product: Swimwear
Visit#: One
Visit #: Two
Visit #: Three
Visit #: Four
GOAL: Article Read
GOAL: Video Watched
GOAL: Request TMLA
GOAL: Order Hangtags
GOAL: Become VIP
Engagement: LOWStrategy: Engage & Build TrustStrategy: Unknown to Known Engagement: HIGHStrategy: Create an Advocate
Enjoy VIP Benefits
Profile: Swimwear
Profile: Influencer
?

#SitecoreSYM
How much MarTech do
you really need?

We have several marketing technology platforms
CXM/DXP, MAP, CRM etc. How can I be more impactful
with my MarTech investments?
Director – Digital Marketing
Large Multi-national professional services provider
Customer once asked …

46
MAP is your pitcher. CMS catches and converts. CRM keeps score.

#SitecoreSYM
Customer Journey to
Lead Management

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Access Gated Content
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
MAP – Nurture Stage & Lead Score
Drive Leads
CMS - Engagement Value
Convert Leads
CRM – Lead Score MQL Trigger
Manage Leads, Measure Success
Connector Connector
Article Nurture 1
?

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Landing PageArticle Nurture 1
?

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Access gated Content
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Landing PageArticle Nurture 1
?

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2
?
Profile: Productivity Tools

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
?
Profile: Focus Segment 1

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Gated Content
?

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Gated Content
GOAL: EMAIL

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Gated Content Newsletter CTA
GOAL: EMAIL

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
GOAL: EMAIL
GOAL: L/S 1

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Quote Tool Nurture
GOAL: EMAIL
GOAL: L/S 1

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Quote Tool Nurture
Quote Tool
Contact Sales
GOAL: EMAIL
GOAL: L/S 1
Profile: Enterprise Bundle
GOAL: L/S 5

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Quote Tool Nurture
Quote Tool
Contact Sales
GOAL: EMAIL
GOAL: L/S 1
GOAL: L/S 5
GOAL: L/S 10

COLD LEAD
WARM LEAD
HOT LEAD
Read Article
Download Whitepaper
Subscribe to
Newsletter
Quote
Calculator
CS
TOF
MOF
BOF
Unknown Prospect
Unknown to Known
MQL
Drive Leads
Convert Leads
Connector Connector
Quote Tool Nurture
Quote Tool
Contact Sales
GOAL: EMAIL
GOAL: L/S 1
GOAL: L/S 5
GOAL: L/S 10
GOAL: MQL

@sitecorevarun
@GoAltudo
#SitecoreSYM
Sitecore <> SFMC <> Salesforce CRM
Arrives on
Sitecore
landing page
Signupfor
Webcast
Email and
webinar invite
Email Opened on
preferred device
Sitecore XDB
Click on Form
Confirmation email
sent
Webinar attended
CRM
MAP

#SitecoreSYM
Let’s simplify it…
This Photo by Unknown Author is licensed under CC BY-SA

@sitecorevarun
@GoAltudo
#SitecoreSYM
Profile: Interested in Sitecore 9
IP Address: 172.20.1.85
GeoIP: Stamford, CT
Organization: Acme Enterprises
Visit#: One
Goal: Subscribe
Visitor #10012
Visitor searches on Google and lands on Sitecore Webpage
Source: Google
Email :
walters.johanes@acme.com
Since the visitor was interested in Sitecore 9. We sent a personalized invite for Sitecore 9 upgrade using SFMC
Email, Web Push and App Push feature
Once John registers, their
details are updated
across channels
Name: John Walters
Name: John Walters
Phone: +1-(2311)-459-875
Phone: +1-(2311)-459-875
Profile: Interested in Sitecore 9

@sitecorevarun
@GoAltudo
#SitecoreSYM
The Connector pushes media content from
Sitecore to SFMC

@sitecorevarun
@GoAltudo
#SitecoreSYM
Marketing Personalized at scale
1. Contact and Segment Lists can be transferred
from Sitecore to SFMC.
2. Items stored in Sitecore Media Library can be
exported to SFMC.
3. xConnect Contacts in Sitecore can be exported
to SFMC.
Sitecore Connect for Salesforce
Marketing Cloud
+

@sitecorevarun
@GoAltudo
#SitecoreSYM
1. All the contacts in Salesforce CRM can be
imported to Sitecore.
2. All the contacts in Sitecore can be exported to
Salesforce CRM.
3. Email Campaigns in Salesforce CRM can be
imported to Sitecore.
4. Tasks related to a contact in Salesforce CRM
can be imported to Sitecore.
+
Sitecore Connect for Salesforce CRM

@sitecorevarun
@GoAltudo
#SitecoreSYM
Media Library
Synced
Consistent experience through shared
media across emails and web pages

@sitecorevarun
@GoAltudo
#SitecoreSYM
What else is possible with Sitecore + SFMC?

@sitecorevarun
@GoAltudo
#SitecoreSYM
+
o Media items stored in SFMC content builder
can be imported to Sitecore Media Library.
o We can create Contact and Segment Lists in
Sitecore by using SFMC contacts.
o We can perform personalization for a contact
on the basis of the content stored in SFMC.
o Only a particular contact can be imported or
exported from Sitecore and Salesforce.
o Leads can be imported or exported from
Sitecore and Salesforce CRM.
o We can perform personalization for a contact
on the basis of the content stored in
Salesforce CRM.

@sitecorevarun
@GoAltudo
#SitecoreSYM
Now, Let’s assume Sitecore Upgrade Webinar invite is email is sent to a
cold prospect.
Email :
Name: John Walters
Phone: +1-(2311)-459-875
The contact registers for
the webinar, we captured
their interest in SFMC
Attribute: Widget- Sitecore 9
Upgrade
Now when the next time the same visitor visits the website, we show
up a personalized offer of Sitecore upgrade whitepaper.
GeoIP: Stamford, CT
Visit#: One
Goal: Subscribe
Visitor #10012
Name: John Walters
Phone: +1-(2311)-459-875
Email:
IP Address: 172.20.1.85
Source: Google
The user fills in their information
Engagement Value: 35
Engagement Value gets synced in Salesforce CRM

#SitecoreSYM
Integration between
Sitecore & Salesforce

@sitecorevarun
@GoAltudo
#SitecoreSYM
Eco-system – Sitecore <> Marketing Automation tools
Sitecore XDB
Sitecore Connect for Salesforce
CRM
Social Channels

© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. @sitecorevarun @GoAltudo #SitecoreSYM
• Personalized/Dynamic -
Content using data from
MAP and CRM
• Conversion Optimization
and contextual offers
• Email Marketing
• Content Marketing
• Traffic Generation (via Social
and Digital plugins)
• Lead Scoring
• Lead Nurture
• Prospect activity access to
sales
• Analytics
• Campaigns Tagging and Tracking
(Dynamically)
• Opportunity Tagging (Dynamically
and by sales)
• Revenue and ROI Dashboards
• Using Data Populated by Sales in
campaigns (Contract, Expiry Data,
Current Competitors
benchmarked, upsell opportunities,
etc.)
Virtual Customer DB
Common Customer Context
Integration of
• Behavior & Activity Data
• Form Submit Data (Leads)
• All custom and standard fields
across three systems

#SitecoreSYM
What’s next
The Revenue Engine

Images from
Sitecore
CMS inserted into
SFMC Email
Images to email
Exchange of behavioral
data from Sitecore for use
in Audience Builder and
Content Builder
Cross-product Data
Sync
Insert managed content
blocks from Sitecore
CMS into
SFMC’s email and
leverage personalization
Enhanced email
Insert personalized
and optimized content
from Sitecore into
SFMC email
Personalization &
optimization
Sitecore and Salesforce Roadmap

Three Pillars of Revenue Engine
1:1 Marketing
CRM
MAP
SXP Core Contact DataCustomer Behavior
Funnel Stage and Lead Score

30, 60, 90 day strategy
Traditional
• CMS Updates
• Traffic Analytics
• Spray and Pray
• Ad Hoc Social
• Landing Pages
Time to Value
• Engagement
Analytics
• Easy Personalization
• Real Time Profiling
• AB Testing
CRM
MAP
SXC
Customer
Behavior
Core
Contact
Data
Funnel Stage
and Lead Score
The Revenue Engine
Flying Blind Quick Business Wins 1:1 Marketing

Thank you
FOR DISCUSSION PURPOSES ONLY.
Sitecore Confidential and Proprietary. ©2019 Sitecore Corporation
A/S. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand names are the property
of their respective owners.

Marketing personalized at scale sitecore + sfmc = success final final

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Marketing personalized at scale sitecore + sfmc = success final final