Milwaukee Sitecore Developers Meetup@ Perficient Milwaukee with friends from CoveoMay 3, 2023

Introductions

Aligning Dev & Mkt

Redefining OTB

Search/CoveoCurrent Customer Landscape

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Agenda

About Perficient

Who We Are

Rick BauerSitecore Marketing

Consultant

Stephen TynesSitecore Practice Director

Where You ArePerficient Digital – Milwaukee• Digital Strategists• Design Pros• Digital MarketersMoving at the speed of culture to deliver exceptional customer experiences that translate to positive ROI.

Our Sitecore Expertise• 2016 Sitecore Platinum Implementation Partner• Multiple Sitecore Site of the Year awards• Sitecore capabilities across the US, India, and China• Sitecore framework, accelerators, and design patterns• Awarded multiple Sitecore MVP designations

1 of 12Sitecore Platinum

Partners

60Certified Sitecore

Developers

Capabilities• Digital Strategy• User-Centered Design Approach• Development and Integration – Search, Social,

Ecommerce, • CRM, LOB applications, native apps, SSO, DAM, etc.• Infrastructure & Hosting• Training & Change Management• Production Support & Monitoring

Strong Partnerships• CenturyLink Cloud, Coveo, Brightcove, Kapow &

others

Solution Delivery• On-premise & Cloud• Responsive Design• Mobile Design & App Development• Actionable Analytics

Current Customer Sophistication

The Journey to the Journey

• Still often siloed

• Budgets and teams are limited

• Contextual landscape constantly evolving

• Want CX and need a solution

Existing Sitecore customers need help• Education is often needed

• Version is out of date

• Only know Sitecore as CMS

• Lacking MongoDB

• Complete understanding of

possibilities with Sitecore is

missing…

But this is changing rapidly!

Connecting the teams• The need for a connected experience is

understood. With success from Amazon,

AirBnB, Uber, and other disruptors -

moving to providing a contextually relevant

experience is now a top level objective.

• In the case of Sitecore XP - to best support

the maturity process, Developers and

Marketers need to have a mutual

understanding of capabilities, strategy, and

how they affect each other.

Sitecore Developers and Sitecore Marketers

Developers understandSitecore is ultimately a tool for marketers to drive a content and customer experience for the needs of their business.

Developers provide the foundation, the customization and the resources to meet the specific needs of each organization.

Where developers typical live:• Sitecore APIs• MVC and web forms• Layouts, sub-layouts, and renderings• Configurations and data templates• Sitecore pipeline, events, and notifications• Integrations and external connectivity• Workflow customizations

Marketers understandSitecore is a tool for them to quickly deliver content to their customers but further they can test, personalize, report and improve the experiences for their customers and ROI for their organizations.

Where marketers typically live:• Measuring engagement on the site• Creating goals and value measurements• Identifying components for A/B/N testing• Creating user journeys and personas• Contextual & predictive personalization• KPI’s, analytics, and reporting• Engagement automation• Email, social, print, and web• Search tuning and boosting

Defining expectationsThe common ground lives in expectations. Sitecore XP demos (both corporate and partner) provide a polished view into the life of a Sitecore marketer. With the ability to easily create, edit, test, and personalize content.

It is a growing understanding only recently that this takes a lot of work by developers to deliver this ease-of-use specific to their business needs. On top of that, seldom is their team ready in both size and training.

To Be Successful with Digital Marketing…• Must adopt a crawl, walk, run approach

• Need to know that no single Sitecore development is like another

• Have to have a team in place to support content, testing and personalization

• Understand that every additional app, connection, customization and process takes time and resources

• Learn the basic structure of and relationships of their framework to effectively communicate with Dev.

• Should lead with STRATEGY!

Strategy in briefSitecore XP done right is easy to use. While developers are planning, sprinting and testing, marketers need to focus on strategy. Strategy should be the hard part for the business (as comparted to the actual setup.

Strategy should be before, during and after development: • Complete company buy-in on brand and CX• User Journeys and Personas• What business systems should be integrated• KPI’s and Engagement values defined to match customers and

business• Key campaigns identified for early tracking• Personas and other profiles (2-3 to start)• Governance

All of this and more should be defined, ready to go at launch and will act as a solid foundation which which to grow. It provides quick wins and long term success.

Calls to Action• Don’t treat the digital marketing functionality as

something to be considered after the “important stuff” is done

• Become familiar with what marketing users are expecting including: Content Management, Goals, Campaigns, Testing, Personalization, Predictive and Engagement.

• Seek out digital marketing specialists as part of your teams

• Familiarize yourself with the Sitecore readiness checklists

• Should push the importance of best practices for workflow

• Look to engaged with experienced digital marketers at the outset of your project to ensure that digital marketing objectives are being not only defined but met

• Be aware of all potential add-ons, enhancements and upgrades and the value they can provide

Redefining OTB

Delivering beyond OTB Some of the more common “must-haves” that help drive home the value of Sitecore XP.

• EXM (Now 3.3) and planned to be OTB by EOY• FXM• PXM• WFFM• Campaign Creator• List Manager• Experience Extractor• Device and Geo Location Detection• Komfo and Google Apps• Site Search

The Importance of Site Search• Site search should not be an afterthought

• Search is the new nav

• Search is very mobile friendly

• Search results can drive personalization

• Great search experiences create loyalty

Coveo