Sitecore Agile Context Marketing Mini-series

Blog | Digital
Written By: Ken GrayPublished On: Jun 17 2019

If you gained some insights and saved time on content governance, advanced publishing and the use of the Sitecore Experience Editor from our Productivity for Content Authors and Marketers series, you’re going to have a lot of fun in this next series!

In this series we’re going to cover some quick and easy ways to begin to leverage the Sitecore Experience Marketing platform and all the bells and whistles that make marketing automation work and create amazing customer experiences (in context) that convert more, and build your brand.

So, let’s get started with a simple scenario:

We have an important webinar coming up for CMO’s and Marketers. The webinar will be sharing quick and easy ways to get more out of Sitecore's marketing automation and personalisation features. Our goal is to drive as many registrations and referrals as we can to make it a huge success.

The plan

  • Create a landing page with a registration form
  • Use several channels to drive traffic to the page such as paid advertising, e-mail and social media
  • If our visitors don’t register on the first visit or interaction, we additionally want to “encourage” them through personalisation as they browse other pages on our website or return at a later date
  • Lastly, we want to personalize our home page with a “webinar reminder” and the messaging based on where the visitors are, in their customer journey

The assets we’ll need

In this series of posts, we will need, and create each of the following assets. We will use them to build the personalized experiences and perform some marketing automation to drive engagement and conversions.

  • Landing page with a placeholder for our webinar registration form
  • Sitecore Form (name, e-mail, webinar info)
  • Calls-to-action / callouts
    • Welcome back…Be sure to register (for those who haven’t registered)
    • Welcome back…Looking forward to seeing you at Webinar (for those who registered)
    • Tell a friend (not linked to anything – just to show how powerful Sitecore automation is at driving engagement)

What we need to know and track

  • Who landed on our page and didn’t register
    • Set up a goal = Landed but not converted
    • Personalization = Display a CTA that reminds the visitor to register
  • Who registered
    • Set up a goal = Converted
    • CTA/Callout = Looking forward to seeing you
  • Who has returned for the second time (registered and not registered)
    • They’ll get our Welcome back CTA
  • Who has returned more than twice (registered and not registered)
    • Non-registered – display a CTA = Why haven’t you registered?
    • Registered – display CTA = Tell a Friend!

Keeping it simple (for now)

We could have set up many other marketing tactics such as personalizing the hero banner on the home page to promote the event, adding more CTAs and steps along the customer journey, A/B/n testing, sending registrants trickle or drip e-mails, as well as off-site actions like re-marketing ads, SMS messaging and more; but let’s keep it simple (for now).

About the Author
Ken GraySitecore Strategy MVP