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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WhoWe Are – SMDSTeam and Services Overview

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MarketingTransformation at Microsoft

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Sales & Marketing Digital ServicesTeam – 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 Research
At-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 & Operations
Build, enhance, and maintain Microsoft web
experiences; on-time, on-budget, globally on
any device, providing the most efficient web
platform across the company.
Engineering
Build 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 Analytics
Strategy , 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

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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
Platformand ServicesthatEnable:
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
Values
GoalsPersonas
Experience
Analytics
Experience
Profile
Path
Analyzer
Engagement
Plans
Taxonomy
Groups
Taxonomy
Facets
Inbound
Campaigns
Content
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 2015
July
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)

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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.

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Blogs byWordPress
- blog galleries and articles powered byWordPress
- fully integrated with Bing-based search results
- external (field) authoring capable and in market
Videos byVimeo
- embedded stats for global traffic metrics
- out of box reporting for loads, plays, finishes
Digital Assets byCloudDAM
- terabyte storage for downloads (docs, pdfs, etc)
- performant delivery mechanism powered byAzure
- 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 strategy
PERSONALIZE: 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
Sitecore
Customer
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
Sitecore
Customer
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
SitecoreSitecoreSitecoreSitecore
ISV Partner
ISV Hub
Partner
Center
BenefitsWhy Join MPN?
Marketo Marketo
Certify App PMC Publish App
Marketo
Market placeISV 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 Services
Services
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
Test
V
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 Resources
UX
Design
WEB 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 Test
R
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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WhatWe’ve Learned

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24
WhatWe’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
Platformand ServicesthatEnable:
• 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 PURPOSESONLY. Sitecore
Confidential and Proprietary. © 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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