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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.
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FUTUREMBLENDING COMMERCE AND CONTENT: THE SHIFT TOWARDS INTEGRATED COMMERCE AND EXPERIENCE MANAGEMENTSEPTEMBER 17, 2014
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PANEL ATTENDEES
Keith LaFerriereEVP, Experience Design@KDLBoston
Sean Rusinko (Moderator) SVP, Strategy@seanrus
Mark JosephVP Sales & Partner Engagement, Insite
Michael ThompsonCustomer Enablement Manager, Sitecore
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VISION: BUILD
LIFELONG BRAND
ADVOCATES
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THE MARKETER’S STRUGGLE BETWEEN WCM & ECOMMERCE
Content
AuthorPIM User
WCMPIM
eCommerce
Product DatabasePersonalization
Disconnected User Experience
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THE PROMISE OF XMWeb Content Management
Analytics & Customer
Intelligence
Personalization & Testing
Email Marketing Automation
eCommerce
Social & Community1. Leveraging cross-
channel data for targeted 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
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VERNDALE MARKET POSITION & EXECUTION APPROACH
Experience Architecture, Experience Design, Content Strategy
Measurement and analyticsare essential for staying onthe front edge of marketingevolution
Platforms, system healthanalysis, testing, and deepcoding skills
DISCOVER DESIGN
EVALUATE BUILD
Strategic Planning, Digital Marketing Campaigns (DMCs)& CXM Consulting
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Experience Management
Marketing & Analytics
Back-Office, ERP, CRM, AMS eCommerce
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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• 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.
INSITE & SITECORE
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ABOUT SITECORE
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ABOUT SITECORE
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ECOMMERCE LANDSCAPE – PLATFORMS
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DEDICATED PLATFORM APPROACH
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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 eCommerce is a top priority
Source: Forrester
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TOP RANKED ECOMMERCE FEATURESIntelligent search (type ahead / correction)Advanced filtering (attributes)Personalized experience (my products/pricing/promos)Inventory availabilityMobile and tablet capableOrder status & invoice lookupCustomer/user self-serviceLive help – customer service or sales rep
Source: Forrester
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MORE ADVANCED B2B ECOMMERCE FEATURESProduct configuration / CPQAdvanced user roles (sales reps, buyers, locations)Order workflow (quoting, approvals and routing)Advanced customer admin• Budgets• Approved products• List setup for different buyersExtending the ERP• orders – invoices – payments - promotions
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One connected experience across channels
Core experience functionality usesSitecore AIDA® technology
Connected experience data builds individual profiles
Backend connections
Simplified experience management
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NEW Grainger.com
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TYPICAL ECOMMERCE-CXM ARCHITECTURE
PRESENTATION
ABSTRACTION
BACK OFFICE
Service Layer
Customer Experience Management
Platform (CXM)
Content Managem
ent
Digital Marketing (Personalizati
on, Automation)
eCommerce
ERP CRM/Identity eCommerce Other LOB
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MAKING THE BUSINESS CASE FOR ECOMMERCE & CXM
Forrester’s Total Economic Impact (TEI)Methodology
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