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A Digital Marketer’s Guide
To Platform Selection
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Please direct any questions to us
via Twitter using hashtag
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We want to hear from you!
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What’s in this Fpwebinar?
Evolution of CXM
Your CXM Choices
Measuring CXM Maturity
Tactics for Platform Evaluation
Where to Begin Your Evaluation
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Aaron BransonChief Marketing Officer
Roundedcube
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201520102005
CMS
CMS +
ADD-ONS
EXPERIENCE
PLATFORM
Evolution of CXM
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A Sea of Choices
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CMS CXM
A Sea of Choices
INITIATE
BROCHURE-WARE
EMAIL CAMPAIGNS
WEB ANALYTICS
RADIATE
DISTRIBUTING
CONTENT ACROSS
CHANNELS
MOBILE PRESENCE
CONSISTENTLY USING
SOCIAL NETWORK
ALIGN
ORGANIZATION IS
ALIGNING DIGITAL
INITIATIVES WITH
STRATEGIC
OBJECTIVES
MEASUREMENT GOES
BEYOND WEBSITE
TRAFFIC STATS
OPTIMIZE
ENGAGEMENT VALUE
AND CONVERSION
ANALYTICS
A/B TESTING TO
OPTIMIZE EXPERIENCE
BASIC
PERSONALIZATION TO
OPTIMIZE EXPERIENCE
NURTURE
PREDICTIVE
PERSONALIZATION
AND CUSTOMER
SEGMENTATION
TRIGGER-BASED
DIALOGUE WITH
RELEVANT
CONVERSATION
ACROSS CHANNELS
ENGAGE
DATA
INFRASTRUCTURE
CONNECTING ONLINE
AND OFFLINE
CUSTOMER
TOUCHPOINTS INTO A
CENTRAL DATA HUB
REAL-TIME RELEVANT
1:1 DIALOGUE
ACROSS CHANNELS
CRM WORKFLOW
AUTOMATION
LIFETIME
INTELLIGENCE AND
PREDICTIVE
PERSONALIZATION
AUTOMATES 1:1
DIALOGUE
ALL CHANNELS
(PRINT, WEB, SOCIAL,
EMAIL, APP)
INTEGRATED
ATTRACT CONVERT ADVOCATE
Measuring CXM Maturity
Tactics for Platform
Evaluation
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1 NARROW THE FIELD 1. FUNCTION (CMS VS. CXM)
2. TECHNOLOGY STACK (.NET, PHP, JAVA)
3. INFRASTRUCTURE (HOSTING, SERVERS, DR)
4. OPEN SOURCE VS. COMMERCIAL (*)
5. RESEARCH REPORT SCORES (GARTNER, DIGITAL CLARITY GROUP)
Tactics for Platform Evaluation
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2 EVALUATION CRITERION & PROCESS
1. DECISION/FEATURES MATRIX
2. USER STORIES
3. DEMO
4. PROOF-OF-CONCEPT
5. PARTNER ECOSYSTEM
Tactics for Platform Evaluation
Where to Begin?
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FIRST, STRATEGIC. THEN TACTICAL.
1. CXM MATURITY MODEL AND ROADMAP
2. NARROW THE FIELD
3. EVALUATION PROCESS
Where to Begin?
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Please direct any questions to us
via Twitter using hashtag
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Q&A
A Digital Marketer’s Guide
To Platform Selection
Thank you!Twitter @fpweb • [email protected] • www.fpweb.net
Roundedcube on Twitter @Roundedcube • www.roundedcube.com
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