Author: Zack Wenthe

Recipe for Personalization Success Blog Series: Step 1

The first step in our recipe for Personalization success is really the most important step, but it is a step that is often overlooked. If you forget to consider this step you can waste a lot of effort with very little results, so don’t overlook this step in your personalization journey. Step 1 – Define the Persona that you want to influence Simply put you have to focus on the person part of personalization. It’s very easy to begin with design and pick a location that you want to focus on but more importantly, you need to understand the...

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Expanding the Customer Experience: Unique Ways to Deliver Impact

Recently, I took a short getaway with my wife to see a concert and stay overnight in Dallas at a Hilton hotel. Since I’ve been a Hilton Honors member for 10 years, this isn’t the surprising part of the story. I have the Hilton Honors app on my phone that I normally use to manage my reservations, check my reward levels, and book stays, but recently they have started to roll out digital keys to certain locations. Digital keys use your smartphone as a key card instead of the plastic cards you get at the front desk. I’m always...

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Sitecore Alphabet Soup: Making Sense of it All

From CX this to CM that – it is easy to get confused with so many stylized acronyms. Whether you’re net new to Sitecore or a seasoned user, understanding what each acronym stands for and the context around it is critical. CMS – Content Management System What it is: A content management system is the software system you use to create, edit, and produce digital content. That can be a web page, a blog post, a mobile webpage, etc. The key of a CMS is that it separates the design and presentation from the actual content. Leveraging templates, content...

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Part 2: Marketing Automation is Not Just a Fancy Name for Email Marketing

In part 1 of this series I reviewed the traditional goals of Marketing Automation and how to leverage those to generate brand awareness. In part 2, I am digging in on how you can use a combination of marketing automation and personalization to move your customers through the buying funnel. While this may be accomplished with a variety of tools, I will be looking at the options within the Sitecore ecosystem. Eliciting Consideration and Interest Coming off the heels of part 1, we now have a captured prospect within Sitecore and that prospect has been entered into a workflow in which...

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Marketing Automation is Not Just a Fancy Name for Email Marketing

I spend a lot of my time talking to organizations about marketing automation and what it can do for them, throughout each of these conversations it is clear that many still look at marketing automation as just a fancy name for email marketing. While email is a major component of marketing automation, it is more than just a tool to manage newsletters. Marketing automation is about managing the ever-increasing complexity of a marketing funnel or sales cycle. It’s about creating a path of least resistance for the prospect to find out about your company (services or products), do the...

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Top Five Must Do’s When Starting a Marketing Automation Project

Once you’ve decided that you need a marketing automation solution you have two choices: you can jump right in and starting setting it up and try to figure it out, or you can take a little time and plan the implementation. Most people will agree that taking some time is the right choice even though it is not always the way it happens in reality. So when you’re ready to buy a marketing automation solution, consider these five things before you purchase and deploy. Start by understanding your current process for marketing to your customers as well as the...

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Preparing for 6x increase in transaction rates and 19% increases in revenue

Personalization is becoming a very hot topic amongst marketers as the technology begins to catch up with the desires of advanced marketing departments. This convergence is creating new opportunities for marketers to improve their conversion metrics and creating a desire to implement personalization campaigns across multiple channels. But the desire of having personalization is not enough, you need to prepare for personalization campaigns in two areas. On the technical side, you need to be able to integrate the appropriate existing technology, collect and use meaningful data, and finally you need to have the tools to leverage that data effectively for...

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