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 Kentico Connections 2012 session we took a look at how this is done with Kentico EMS 7.

1. Multichannel marketing with Kentico CMS 7
Thomas Robbins, Chief Evangelist, Kentico CMS

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

3. What’s a marketing channel?
A channel may be a mobile device, retail store, web
site, personal communication, email, text message, social
media site ….
What does this mean?
• 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.

4. Where do you start?
• Understanding your customer 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 marketing is
always a relevant
conversation!

5. What is multichannel marketing in 2012?
The approach that marketers have adopted to manage and
optimize customer engagements across the burgeoning
landscape of customer touch points is generally referred to
as multichannel marketing Forrester, May 2012
Multichannel marketing strategies use
a combination of process, technology
and organizational alignment to
engage current and prospective
customers in all of the
digital, social, and offline channels that
are part of the buyers purchase process.

6. Kentico multichannel recommendation
• Make it a strategic initiative
– Why it’s important
• Properly executed multichannel marketing strategy is more than just new
tools it’s marketing transformation!
• The challenge is to create new processes, learn new technology and
rethink your role in the company
– What does Kentico CMS 7 offers
• Strategy is a necessary independent process and activity
• Technology is an enabler
• Strategic gains (mature multichannel marketers)
– 10%+ increase in ROI
– 15%+ increase in customer satisfaction
– 15% reduction in sales cycle
– 15%+ increase in impressions
– 10% increase in campaign payback
Source Forrester, May 2012

7. Kentico multichannel recommendation
• Create a culture that worships customer knowledge
– Why it’s important
• Success is achieved when interactions are calibrated with a customers
current context and historical interactions
• Data aggregation is essential
• Collaboratively engage with sales
– What does Kentico CMS 7 offer
• Web analytics
• Contact groups (Segmentation)
• Scoring
• Contacts/Activities
• Web analytics

8. Kentico multichannel recommendation
• Make your website a pervasive customer engagement hub
– Why its important
• Today’s world drives all multichannel touches aim to drive customers to your
website
• Create a dynamic website that drives unique experiences for customers
• Dynamically deliver content, messages, experiences, products and offers from pools
of content assets based up your knowledge of the customer’s profile, behavior and
engagement history
– What does Kentico CMS 7 offer
• CMS (on-site editing, editorial publishing, Culture specific page templates)
• QR Code web part
• Personalization
• Faceted search
• A/B tests, MVT Tests
• Banner management
• Device profiles and layouts
• Customer/Support chat

9. Kentico multichannel recommendation
• Think engagement that include campaigns
– Why it’s important
• Engagement is crucial! You can’t meet the customers if you don’t
show up.
• Customers will engage with companies that meet their needs – even
when they change
– What does Kentico CMS 7 offer
• Facebook integration
• Twitter integration
• Campaigns/Conversions
• A/B, MVT Testing (optimization)
• E-Mail newsletter (including A/B testing)
• Marketing automation (Drip marketing/Lead nurturing)

10. Kentico multichannel recommendation
• Build the technical infrastructure to support
dynamic, cross channel conversations with customers
– Why it’s important
• Data integration, technology integration is part of the new world
– What does Kentico CMS 7 offer
• HTML 5
• Salesforce integration
• Data.com integration (aka Jigsaw)
• MAXMind GEOIP database
• Cookie levels and Cookie consent web parts
• Translation services (XLIFF)
• REST
• Integration Bus

11. Kentico multichannel recommendation
• Become a super collaborator
– Why it’s important
• Rethink your relationship with marketing/IT/Sales
• Marketing is and will always be bound up in technology as the
customer touch points become more digital (be disruptive)
– What does Kentico CMS 7 offer
• Wire framing
• Lead scoring
• Lead nurturing
• Great technology 

12. Kentico multichannel recomendation
• Choose technology partners that rack up short term gains
on the path to the full vision
– Why it’s important
• Find partners that immediately improve your current operations and
has the strategy and roadmap to execute on your long term visions
• Select on vision but roll out on tactics
• Short term ROI essential to win both the battle and the war
– What does Kentico CMS 7 offer
• Immediate ROI
• Enhanced SEO support
• Azure/Amazon integration
• MVC Support

13. Questions
Review your USB drive for additional resources
Thanks!
Thomas Robbins, Chief Evangelist
thomasr@kentico.com
@trobbins