How do you talk with customers about their channel engagement? Customers engage with 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 how to talk with you customers about this Kentico EMS 7.

1. Do you speak digital marketing with
Kentico CMS?
Thomas Robbins, Chief Evangelist, Kentico CMS

2. Does this sound familiar?
• Consumers want..
– Products, service or
location information
– Answers to questions
– More information
about…
• CMO want…
– Data driven marketing
– Marketing relevance
– Channel integration
– Consistent personalized
customer centric
marketing
With the constant growth of the web, and more and more people getting connected every
day, Content Management System (CMS), Web Engagement Management (WEM), Customer
Experience Management (CXM) digital marketing has become a necessity for many
organizations. This also includes small businesses that wants to foster customer loyalty and
increase their customer base.
The web is crowded with information. If you have a website, can your audience reach you to
find the answers?

3. Let’s ask the analysts..
“Overlapping or related terms and concepts include "Web experience management (WEM)"
and "customer experience management/platform (CEM and CXM)."
Source: Hype Cycle for Web Computing, 2013
Source: Hype Cycle for Content Management, 2013 Source: Hype Cycle for Web Computing, 2013

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

5. Best practice: understand your customer journey
• The first step for any successful digital marketing strategy
– How well do you understand your customer?
– 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?
Source: Heart of the customer

6. 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.

7. 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!

8. What is multichannel marketing in 2013?
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
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.
Forrester, May 2012

9. 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

10. 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

11. 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

12. 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)

13. 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

14. 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 

15. 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

16. Partner opportunity
Check out Digital Marketing University for more great content!

17. Questions
Thanks!
Thomas Robbins, Chief Evangelist
thomasr@kentico.com
@trobbins