Blending Commerce and Content: The Shift towards Integrated Commerce and Experience Management.During this session Verndale’s SVP, Strategy, Sean Rusinko, and EVP, Experience Design, Keith LaFerriere as well as guest speakers from Sitecore and Insite Software will discuss the current commerce space, the importance of this evolving commerce and content integration for marketers and the suggested roadmap that must be in place when planning, designing and implementing a personalized commerce experience.

1. FUTUREM
BLENDING COMMERCE AND
CONTENT: THE SHIFT TOWARDS INTEGRATED COMMERCE AND EXPERIENCE
MANAGEMENT
COPYRIGHT 2014
SEPTEMBER 17, 2014

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PANEL ATTENDEES
Keith LaFerriere
EVP, Experience Design
@KDLBoston
Sean Rusinko (Moderator)
SVP, Strategy
@seanrus
Mark Joseph
VP Sales & Partner
Engagement, Insite
Michael Thompson
Customer
Enablement
Manager, Sitecore

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VISION: BUILD
LIFELONG
BRAND
ADVOCATES

4. THE MARKETER’S STRUGGLE BETWEEN WCM &
ECOMMERCE
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Content
Author
PIM User
WCM
PIM
eCommerce
Personalization Product Database
Disconnected User Experience

5. Social & Community 1. Leveraging cross-channel data for targeted
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THE PROMISE OF XM
Web Content Management
Analytics & Customer
Intelligence
Personalization & Testing
Email Marketing
Automation
eCommerce
offers
2. Personalized experiences across touchpoints
and journey phases
3. Dynamic sites built for unique customer
experiences

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2014: TOP 5 MARKET TRENDS
Peter Sheldon – Forrester:

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QUICK FACTS
• Award-Winning XT Company
• Boston Headquarters, 6 global
offices
• 130 FTEs
• Diverse Client Portfolio
• Work with dozens of
eCommerce, CXM and Digital
Marketing Technology
platforms

8. VERNDALE MARKET POSITION & EXECUTION
APPROACH
DISCOVER DESIGN
Experience Architecture,
Experience Design,
Content Strategy
EVALUATE BUILD
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Measurement and analytics
are essential for staying on
the front edge of marketing
evolution
Platforms, system health
analysis, testing, and deep
coding skills
Strategic Planning,
Digital Marketing
Campaigns (DMCs)
& CXM Consulting

9. Back-Office, ERP, CRM, AMS eCommerce
Experience Management
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Marketing & Analytics
Content Empowerment
WHERE WE PLAY

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ABOUT INSITE SOFTWARE
Agile solution makes us
the leading eCommerce
platform for
manufacturers &
distributors
Headquartered in
Minneapolis with
customers around the
globe
Enterprise solution with
ready-to-deploy B2X
functionality

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INSITE & SITECORE
• Partnership established in 2011
• Insite and Sitecore have a deep partner ecosystem
with over 75 System Integrators and full service
Digital Marketing Agencies
• Our Partners are trained and certified to
implement, support and optimize InsiteCommerce
for Sitecore.
• Sitecore is Insite’s preferred Customer Experience
Management platform for InsiteCommerce
• The combined solution offers the most robust
Experience Management, Digital Marketing and
eCommerce capabilities in the world.

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ABOUT SITECORE

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ABOUT SITECORE

14. ECOMMERCE LANDSCAPE – PLATFORMS
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15. DEDICATED PLATFORM APPROACH
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16. 2014: TOP 5 MARKET TRENDS IN ECOMMERCE
1. eCommerce is finally strategic!! – Senior leadership is investing
2. Customer Obsession is gaining ground as transformation begins
3. Customer Loyalty will begin to take center stage – eCom is key
4. Amazon not the only leader – Grainger, Staples, others
5. The B2B Technology Landscape continues to increase in complexity and
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eCommerce is a top priority
Source: Forrester

17. TOP RANKED ECOMMERCE FEATURES
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• Intelligent search (type ahead / correction)
• Advanced filtering (attributes)
• Personalized experience (my products/pricing/promos)
• Inventory availability
• Mobile and tablet capable
• Order status & invoice lookup
• Customer/user self-service
• Live help – customer service or sales rep
Source: Forrester

18. MORE ADVANCED B2B ECOMMERCE FEATURES
• Product configuration / CPQ
• Advanced user roles (sales reps, buyers, locations)
• Order workflow (quoting, approvals and routing)
• Advanced customer admin
• Budgets
• Approved products
• List setup for different buyers
• Extending the ERP
• orders – invoices – payments - promotions
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21. One connected experience
across channels
Simplified experience
management
Core experience
functionality uses
Sitecore AIDA® technology
Connected experience
data builds individual
profiles
Backend connections
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NEW Grainger.com

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32. TYPICAL ECOMMERCE-CXM ARCHITECTURE
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PRESENTATION
ABSTRACTION
BACK OFFICE
Service Layer
Customer Experience
Management Platform
(CXM)
Content
Managemen
t
Digital
Marketing
(Personalization
, Automation)
eCommerce
ERP CRM/Identity eCommerce Other LOB

33. MAKING THE BUSINESS CASE FOR ECOMMERCE &
CXM
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Forrester’s
Total
Economic
Impact (TEI)
Methodology

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Q&A
LET’S HEAR FROM YOU…