Russ DannerVice President, ProductsCrafter Software

Content Management and Marketing Automation: Best Practices for Customer Experience

Management

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Agenda●Introduction to Crafter ●How Crafter CMS works●Why Crafter is different●DEMO●Q&A

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Award Winning Open Source Web Content and Experience Management

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● User Friendly Content Authoring● In-context Preview and Editing● Multi-Channel Publishing● Personalization and Content Targeting● Web Analytics Integration● Site Blueprints● Internationalization● High Performance Content Delivery● Ease of Integration – CRM, ERP, etc.● On Premise and Cloud Support

Competitive, Enterprise WCM Features

● Social, User Generated Content● Identity management, SSO and profiles● Multi-tenant infrastructure

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Running 100s of sites and portals…

… and others

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Built on Transparency●Open standards●No vendor lock-in●GPL v3 license●All code on GitHub●Open community●Open wiki / documentation●Open issue tracking

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●Commercial licenses●Certified builds and patches●Production support●Award winning partner ecosystem●Training

Crafter Provides Value AROUND the Software (the software is free)

Marketing Automation

Examples

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Hubspot

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Marketo

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Salesforce?

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Others

Core Marketing Automation Capabilities

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Automation / Workflow / Triggers

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Lead Forms

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Landing Pages

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E-mail & Social Media

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Tracking●X

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Scoring

Technologies

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Customer Data Management

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Content Management

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Workflows

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Analytics

Goals

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Create and publish

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Interact and track

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Workflow and nurture

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Score, convert, create a Sales Qualified Lead

Problem 1

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Companies Use Too Little

Problem 2

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Getting More is Difficult

The Challenge

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The Journey

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Customer Data

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Content

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Multiple Channels

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Context and Personalization

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Tracking

A Common Theme in Market Automation

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All in One Solutions

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Hubspot adds CRM

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Hubspot adds Web Content Management

Is it a Good Idea?

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Very small teams and Small Businesses

Why Not for The Rest of Us?

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All in One Solutions Have Serious Limitations

A Better Approach…

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Centralized CMS

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Centralized Customer Data

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Proper integration

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Best of Breed

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Real Results

Questions to Ask Your Marketing Automation Vendor

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How Do You Integrate

Best Practices

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Centralize your Customer Data

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Use a Hub Concept

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Have a Content Strategy

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Leverage a headless repository

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Use a multi-channel Publishing model

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Integration Super Charges Marketing Automation

craftersoftware.com