Conference Buddies

SPEAKER:
Darren Guarnaccia, VP, Product Marketing, Sitecore

1. Continuity of messaging throughout the process: aligning message to what customer expects
   • Bring customer back to why they started
2. Segment & Balance user experiences with site goals
   • Build credibility with visitors & prospects
   • Example: Omni Hotel advertise around local attractions to align with what customers wants – FUN
3. Deliver value back to your web visitors by waiting for the right moment
   • Lead scoring: scoring & waiting for visitor interactions (behavior)
   • Behavior: wait until they are ready based on their actions
   • User experience must win
   • Differentiating experience
   • Word of Mouth (WOM) Marketing
4. Learn to Learn: listening to your segments & optimizing messaging
   • Scoring your content & actions
   • Testing & validating with plils & surveys
5. Overcome objections & barriers using community content & engagement
   • A website is an active participant in moving prospects into the sales process: the 6th man of the sales team
   • A website helps/educates customer overcome the hurdles, objects, pain points
   • A website helps shorten the sales cycle
   • Customer look for: Affordability, Expertise, Location
6. Get the conversation started: Long-Term customer value through engaging dialog
   Engagement in community content:
   • Customer Reviews
   • Company working out rough spots with clients publicly
   • Use to build trust & credibility
   • Use to help overcome objections
   • Social content based on relevance (provide free tips, recipes, ideas for users to use your product) to drive prospects deeper to your website
7. Provide ongoing content & experience for which visitors hunger and return
   • Subscriptions
   • New content to bring back customers
   • Use ratings/reviews to determine what customers want
   • Creating long-term value overtime by re-engaging prospects

Tap the wisdom/behavior (the most popular stories/whitepaper/content) of the crowd as a filter.