context marketing on a microsoft scale

Context Marketing on a Microsoft Scale

Nicol Chadek – Director SMDS Operations Jim Gascoigne – Director SMDS Marketing Services

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

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Who We Are - SMDS Team & Services Overview

Our Sitecore Journey

Platform Capability & Infrastructure Overview

Use Cases – What we are doing

Site Operations & Governance Models

What we’ve learned

Q&A

Agenda


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Who We Are – SMDS Team and Services Overview


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4

Marketing Transformation at Microsoft


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Sales & Marketing Digital Services Team – Services Overview

Vision: World-class digital experiences, deeply integrated within the Microsoft modern marketing and sales ecosystem, with end-to-

end business insights, proving business results

Priorities:

2. Deliver outcome-based marketing services, through planning and executing global marketing programs

3. Extend our at-scale content operations model, to excel at instrumentation and optimization services

1. Deeply integrate Sitecore within the core modern marketing and sales systems and data ecosystem

4. Deliver insights that drive decision making and iteration, connecting demand gen, engagement, lead qualification, and

conversion

Modern, innovative design, informed by user

behavior and testing. Emphasis on

simplification and ease of use while meeting

business goals for personalized experiences

and measurable results.

UX Design and ResearchAt-scale planning, publishing, and optimization

services delivering a consistent message,

brand and experience globally for desired

languages, on time with quality, and

measurable iteration.

Site Management & OperationsBuild, enhance, and maintain Microsoft web

experiences; on-time, on-budget, globally on

any device, providing the most efficient web

platform across the company.

EngineeringBuild best-in-class, scalable BI solutions to

provide business insights & trending to

support sales & marketing organizations plan,

target, and analyze impact of engagement

activities.

Digital and Business AnalyticsStrategy , planning and execution services

centered around modern marketing

capabilities that drive effective and measurable

results

Digital Marketing Services

•h


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Our scope – SMSG Segments

• Site for To and Thru partner channel

management

• 11 Languages across 69 markets

• 250 corporate pages

• 1000 field pages

• 4.7M visitor, & 35M page views in FY15

Microsoft Partner Network

http://partner.microsoft.com• 41 languages supporting 87 markets split

across 4 tiers

• 133 Corp pages; 1,882 field pages

• 3.9M visitors & 6.3M page views

• 65 Components (75% reuse)

• 10 new platform features

• Shared infrastructure, hosting, diagnostic tools

Small and Medium Business

http://business.microsoft.com

SMSG

• Cloud & Enterprise

• Windows & Devices

• Applications & Services

Business Groups

IT

Segments

Product Groups

• Windows

• Office

• Azure

• Small, Mid Market & Partner (SMSG)

• Public Sector

• Enterprise

• OEM

• Sales and Marketing

• Licensing

• HR

• Incentives

http://partner.microsoft.com/

http://business.microsoft.com/


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Our Sitecore Journey


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Why Sitecore

Objective: Enable modern marketing - with Innovation - at Scale

Marketing Innovation Platform CapabilityOperational Efficiency

• Speed to market – publishing and localization

• Component re-use – template and control

• Standard development - model & skillset

• Rich profiles – individual and persona

• Targeting customers - journeys and goals

• Self-service publishing – defined pages/zones

• World-class performance – author and render

• Agile Model– development and release

• Extensibility – Plug-ins and integration

Platform and Services that Enable:

Core strengths:

1. Provides marketers the capabilities to plan, build,

and optimize their user journeys and experiences

2. Provides visitors relevant experiences through

personalization, targeting and learning

3. Improves marketing ROI and effectiveness

through measurement, iteration

Engagement

ValuesGoalsPersonas

Experience

AnalyticsExperience

Profile

Path

Analyzer

Engagement Plans

Taxonomy

Groups

Taxonomy

Facets

Inbound

CampaignsContent

Personalization

Visitor

Profiles

A/B

Set up your audience

strategy & goals

Build your content strategy

& campaigns

Test your effectiveness

See what is performing

Analyze who is performing

Find out where they are

performing

Multi

Variate

Outcomes


#Sitecore SYMOur Sitecore Journey

7.5 Pilot

Started MPN

Site

Migration

Dec –

March 2015July

Xcellerate

Program

Aug

Added

Marketing

Services

Oct Nov

Started SMB

Site Migration

Jan 2016

Installed

Mongo DB

Launched New

ISV Hub

Dec

WPC Flash

Campaign

Deployed

FXM on

WordPress

March April

Major MPN

Program

refresh

8.1

Upgrade

May July

Measuring

Marketing Pipeline

Started ISV

GTM

Migration


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Platform Capability & Infrastructure Overview


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Value of the Sitecore Component Approach & Reusable Library

1. Full CMS capabilities (security, auditing, version control, check-

in/check-out, etc.)

2. Reduced content & development redundancy

3. Persona journey creation & tracking

4. Content targeting & personalization as an authoring task

5. A/B & multivariate testing at the component item level

6. Integrated publishing & localization workflow

7. Layout configuration options as authoring task

8. Responsive design to render across form factors

A component approach enables reuse across sites, faster authoring & localization, reduction in cost and SLAs

Large Hero Blade

Small Hero Blade

Full Width Feature

2-col Full Width Feature



Large Featured Content

Sign In Link

Tabspy

Rich Text (Full Width)

Rich Text (50/50)

Quote

Directory

Simple Rich Text

Carousel

Scrollspy

Complex Table

Simple Tab (2, 3, 4, 5, 6)

Simple Tables

Accordion

Competency Accordion

Core Components & Layouts

Simple Hero

Blog Snippet

Tagboard

Support

Footnote

Right Rail

Lightbox

Header (Network)

Header (Site)

IA/Navigation

Image Tabs

Search Results

Search (Network)

Search (Site)

http://marvelshtml.azurewebsites.net/hero_large.html

http://marvelshtml.azurewebsites.net/smallhero.html

http://uat-mpneng.azurewebsites.net/full_width.html

http://uat-mpneng.azurewebsites.net/2_column_feature.html



http://marvelshtml.azurewebsites.net/large_featured_content.html

http://marvelshtml.azurewebsites.net/site_header.html

http://marvelshtml.azurewebsites.net/tabspy.html

http://uat-mpneng.azurewebsites.net/rich_text.html

http://uat-mpneng.azurewebsites.net/rich_text_fifty_fifty.html

http://uat-mpneng.azurewebsites.net/quote.html

http://uat-mpneng.azurewebsites.net/directory.html

https://partner.microsoft.com/en-us/membership/action-pack

http://marvelshtml.azurewebsites.net/hero_large_carousel.html

http://marvelshtml.azurewebsites.net/scrollspy.html

http://uat-mpneng.azurewebsites.net/complex_table.html

http://uat-mpneng.azurewebsites.net/simple_tabs_2_tabs.html





http://uat-mpneng.azurewebsites.net/simple_table.html

http://uat-mpneng.azurewebsites.net/accordion.html

http://uat-mpneng.azurewebsites.net/competency_accordion.html

http://uat-mpneng.azurewebsites.net/simple_hero.html

https://partner.microsoft.com/en-us/wpc/announcements

https://partner.microsoft.com/en-us/community

http://uat-mpneng.azurewebsites.net/support_overview.html

http://uat-mpneng.azurewebsites.net/footnotes.html

http://uat-mpneng.azurewebsites.net/right_rail.html

https://partner.microsoft.com/en-us/membership/action-pack

http://marvelshtml.azurewebsites.net/site_header_loginon.html


http://uat-mpneng.azurewebsites.net/image_tabs.html

http://uat-mpneng.azurewebsites.net/search_results.html


http://marvelshtml.azurewebsites.net/site_header_universal2.html


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Search

Sitecore utilizes an set of services made available through the Bing Development Center, leveraging Microsoft technologies to deliver better

experiences for partners. As a showcase these APIs are also made available to partners, improving search experiences on their own websites.

http://www.bing.com/dev/en-us/dev-center


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Blogs by WordPress

- blog galleries and articles powered by WordPress

- fully integrated with Bing-based search results

- external (field) authoring capable and in market

Videos by Vimeo

- embedded stats for global traffic metrics

- out of box reporting for loads, plays, finishes

Digital Assets by CloudDAM

- terabyte storage for downloads (docs, pdfs, etc)

- performant delivery mechanism powered by Azure

- security model that can support external authors

Other Platform Capabilities

CloudDAM


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Site Performance

Deployed in four Azure Data Centers Globally

Outlier Regions

Azure Datacenter

Deployed Infra


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Use Cases – What are we doing


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Personalization

DEFINE: Content Tagging Strategy IDENTIFY: Visitor is identified based on

content tagging strategyPERSONALIZE: Visitor delivered a

personalized experience

Asset Tagging

Cloud Dam: Bridge

Visitor does not yet match a core persona but

has accumulated tags associated with specific

assets

Visitor is taken down the personalized experience

journey that has been designed for that persona

Visitor matches journey persona from campaign

or through content accumulation

Page/Action Tagging

Sitecore Profile: Lenny the BIC

Page/Action Tagging

Sitecore Goal: Discover MS Value

Visitor is delivered a targeted experience based on

they tag that have been associated with his behavior

Page/Action Tagging

Sitecore Profile

Sitecore Goal / Page Event

Sitecore Campaign

Asset Tagging

Cloud Dam Asset Metadata

CTA Tagging

Sitecore Goal / Page Event

We think about it in two ways:

1) More relevant content for every visitor

2) Journeys


#Sitecore SYMMarketing Pipeline - Scenarios

SitecoreCustomer

HUB Phone / Chat DynamicsCRM Product Site

Tele

Scenario 2: Lead Gen - Tele

1. Customer lands on portal (organic/paid)

2. Customer executes phone / chat

3. Phone / Chat rep inputs customer to CRM

4. Tele sales follows up with customer

5. Customer transacts on product site

Measures:

1. Quantity of new CRM leads generated by Sitecore

2. Lead quality generated by Sitecore

3. Propensity for transaction of Sitecore lead vs

other

SitecoreCustomer

HUB Industry Product SiteHow to Buy Direct

Scenario 3: Direct to Purchase

1. Customer lands on portal (organic/paid/Marketo)

2. Customer navigates to Industry and How to Buy

3. Customer opts for direct try / buy


Measures:

1. Conversion rate of Sitecore experience

2. Revenue/usage attributed uniquely to Sitecore

experience

3. Cross-sell/up-sell rate

Customer

HUB Contact Us Marketo Product Site

Nurture

Scenario 1: Lead Gen Marketo

1. Customer lands on portal (organic/paid)

2. Customer fills out Marketo form

3. Customer enters Marketo nurture journey


Measures:

1. Quantity of new Marketo leads generated by

Sitecore

2. Lead quality generated by Sitecore

3. Propensity for transaction of Sitecore lead vs

other

Sitecore

SitecoreSitecoreSitecoreSitecoreISV Partner

ISV HubPartner

CenterBenefitsWhy Join MPN?

Marketo Marketo

Certify App PMC Publish App

Marketo

Market place ISV Hub

Sitecore

ISV Hub

Marketo

Partner

Center

Komfo Komfo Komfo Komfo

Scenario 4: Engagement Plan Journey 1. Partner lands on portal from campaign/organic

2. Personalized content on value of partnering with MSFT

3. Joins – Enters ISV journey (engagement plan)

4. Get nurtured using multiple channels

Measures:

1. New ISV’s in MPN

2. Apps published in Marketplace

3. Azure consumption


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MPN Overview SMB Overview

18

MPN HP Worldwide Partner Conference

News Center / Gallery ISV / APP Builder Center

SMB HP Industry

How To Buy


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Site Operations & Governance Models


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UX

Design

WEB Dev

Production /

Localization

Site Manager

Partner

Services and Support Desk

Business GroupsField / Corp

Stakeholder

Platform ServicesServices

Integration

Software

Management

Infrastructure

Hosting &

Support

Platform

Development

Project Intake and Triage

Project Management

Governance & QA

SLA Tracking and Reporting

R

R

V

V

V

V

V

V

V

V VV V

R

R

O

V

SMDS FTE Required

SMDS FTE Optional

SMDS Vendor

MSIT Operations

Key:

Services and Support Desk:

• Centrally managed for corp and field stakeholders

• Formalization of project intake process

• Project Management resources

• Automated calendaring for all projects/releases

• SLA Tracking and Reporting for stakeholders

• Policy, standards and enforcement of governance

Partner Brand Team:

• Dedicated support for MPN portal

• Argo migration and retirement efforts

• Compression of off-platform experiences

• Partner specific features and controls

Individual Brand Teams:

• Initial migration planning and onboarding

• Dedicated dev/test as required for specific business SME and requirements -

Assumed 20% of need

• Leverage global/shared layouts and controls

• SMPS FTE applied across brands to manage functional disciplines

Shared Resources:

• Building global layouts and controls - assumed 80% of need

• Flex capacity for individual brands

Platform Services

• Core CMS as managed Service on Azure

• CMS platform features and integration

• Infrastructure hosting and mgmt by MSIT Ops

TestV

SMB Brand 3 Brand …

UX

Design

WEB Dev

Production /

Localization

Site Manager

UX

Design

WEB Dev

Production /

Localization

Site Manager

UX

Design

WEB Dev

Production /

Localization

Site Manager

Shared ResourcesUX

DesignWEB Dev Test

Production /

Localization

Analytics /

Reporting

Site Management

UX Design

WEB Development

Production & Localization

R

R

R

R

O

V

V

V

O

V

V

V

O

V

V

V

V V V V V

Test Test Test TestR

V V V

SMDS – Resource Model


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Corporate Operating Model

Key

The corporate SMDS team supports UX, development, and production, while collaborating with the SMSC team

to provide localization and production of international content

SMDS Content Operations

Standard Intake process with automated request

management and project tracking

Self Service engagement portal as a entry point for

working with our team

External facing Production Calendar for field and

corporate planning

Documented Governance policies, Marketing

capabilities framework, master taxonomy

management

Field Engagement and Escalation processes

Production Performance Dashboard & SLA

Reporting

Standard and Flexible template with Modular

designs

Standard reports and ad hoc requests


#Sitecore SYMOperationalizing Marketing Services

1. Configuration flexibility for

• building network level sites or subsites, translate

now, search and sign-in

2. Programmable Zones

• Rotator 1: Persona Based Personalization

• Rotator 2: Local Zone

• Rotator 3: Enter Engagement Plan

• Rotator 4: Promotional Zones using scheduler

3. Content Query Zones

• Queried content from multiple platforms:

Sitecore, Vimeo, Wordpress, Cloud Dam

• Trending based on views

• Personalized querying capabilities

• Dynamic queried content updates

4. Flexible components

1. Configuration options on CTA treatments

2. Brand colors

3. Text alignment

1

2

3

4


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What We’ve Learned


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What We’ve Learned

Objective: Enable modern marketing - with Innovation - at Scale

Marketing Innovation Platform CapabilityOperational Efficiency

• Speed to market – publishing and localization

• Component re-use – template and control

• Standard development - model & skillset

• Rich profiles – individual and persona

• Targeting customers - journeys and goals

• Self-service publishing – defined pages/zones

• World-class performance – author and render

• Agile Model– development and release

• Extensibility – Plug-ins and integration

Platform and Services that Enable:

• Co location for Dev/Ops and Marketing

• Governance is critical

• Standardize your intake model and SLAs

• Build components with operations in mind

• Use 3rd party tools and ad-ons to optimize the

production process

• Common taxonomy to support digital goals

• Invest in the right skill sets

• Hide the inter workings of Sitecore from the

Marketer – have them focus on outcomes

• Align on key business objectives across

organizational boundaries

• Confirm commitment and resources

• Crawl – Walk - Run

• Set expectations

• Research best practices

• Test everything

• Find a partner

• Innovate – try new things – have fun

• Build your architecture for tomorrow, today

• Increase scale & reduce expenses with Azure

• Restrict customization of the CMS in year 1,

use what you have to learn what you need

• Build a library of reusable UI components

• Pick a CDN partner to optimize performance

• Don’t just build a really good CMS. Build an

effective telemetry tool for measuring ROMI


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Discussion - ?’s

FOR DISCUSSION PURPOSES ONLY. SitecoreConfidential and Proprietary. © 2016 SitecoreCorporation A/S. All rights reserved. Sitecore®

and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All

other brand and product names are the property of their respective owners.

context marketing on a microsoft scale

Technology