PowerPoint Presentation

1How to become a 10x Marketer

Scott Brinker +

Episerver is built for people that are, or (more likely) that aspire to be 10x marketers. As an example of that, I would like to introduce Anna Martinkari.

She is Chief Digital Officer at one of the fastest growing banks in the Nordics Marginalen Bank. They are a disruptor of traditional banking with their online-only approach.

We have built Episerver, not primarily for companies like Marginalen, but for people like Anna. This is because that we believe great marketing is done by people, and what sets business apart are people like Anna and their access to tools that will enable them to do great things. 1

~150~350~1,000~2,0002011201220142015~3,500(3,874 logos)2016

timemarketing techadoptionnumber ofmarketing techvendorspeak martech landscape

Lets playNAME THAT PROFESSION

Analytical

Creative

AnalyticalProgramming

CreativeDesign

AnalyticalProgrammingAutomationCreativeDesignExperience

MarketingSoftwareDevelopment

Marketing& Software

What can marketers learnfrom software managementto thrive in this environment?Now that marketing andsoftware are thoroughlyentangled

MessagesMediaThe medium is the message. Marshall McLuhantheartofcommunicationswhat it sayshow and where it appears

MechanismsMediaMessageswhat it sayshow and where it appearshow it behaveswhat it doestheartofcustomerexperience

PassiveContentInteractiveContentAudienceDeliversInnovationConsumesParticipatesInformationServicesMediaMechanismsExamplesBlogsE-booksReportsWebinarsAssessmentsCalculatorsConfiguratorsQuizzes

UIDataCodeUXSoftwareproduct managers

MediaMessagesMechanismsUIDataCodeCXUXMarketingSoftwaremarketing managersproduct managers

Think more like product managersinstead of marketing managers. Ray Velez

shaping the product offering, user experience, and interaction design.

focus on understanding and advocating for the users.

ScalabilityInnovationExperimentationStandardizationExploreExploitFail FastFail NotQuestion AssumptionsLeverage AssumptionsSpeedDependability

CoreEdgeBimodal marketingMany innovations are explored on theedge.Only a few are scaled into the core.70%30%Majority of investment allocated to the core, but wider exploration on the edge.

1. Big ideas

Meaningful learning more valuable than optimization.

possible ideasperformancelocal maximum

non-adjacent maximum

from alocal maximum,adjacent steps areunable to improvefindinga better maximum requires a jump to a new region

1. Big ideas

2. Big tent3. Big dealExploring big data helps us generate new hypotheses to test.Meaningful learning more valuable than optimization.Many in the organizationare empowered to run tests.Executives vocally supporta culture of experimentation.

actionWhat ultimately matters is using data and testing to develop remarkable customer experiences.

The difference betweenthe great and the averageapproach an order of magnitude. Fred Brooks

The differences are not minor they are rather like the differencesbetween Salieri and Mozart. Fred Brooks

The Myth of the 10X Engineer

TalentOpportunityLeverage

Chief Marketing Technologisthttp://chiefmartec.comion interactive, inc.http://ioninteractive.comsbrinker@chiefmartec.comTwitter: @chiefmartecEmail me at:

MarTech Conferencehttp://martechconf.com

Content ManagementDigital CommerceDigital MarketingSmart Personalization

Influencing more than$18 BNin omnichannel revenueEmpowering more than250 000marketers and editorsPowering more than30 000websites worldwideMore than34 000developers in our communityDigital Marketing

And that's where we focus a lot in our platform, empowering marketers to create, manage and optimize their content through personalization, and easily connect to marketing apps, CRM and ERPs48

Campaigns, content, products, personalization: One ScreenEpiserver Digital Experience CloudMarketers love Episerver because it offers:Everything in one placeCollaborationAutomatic tools for acquisition and engagementIndividualization throughout the customer journey

As a marketer myself working on a global team, i like the fact that our platform let me manage everything from one place, and i can work with my colleagues in the US or Sweden through porject collaboration and personalize the experience for different persona on the site easily with relying on IT or external agency

49

Campaigns

Episerver Digital Experience Cloud

Images and VideoPromotionsArticles and BlogsLanding Pages

When you are running a campaign, there are so many content assets to think about, and sometimes it can get messy with who's doing what and content versioning

50

Project

Project

Campaigns

Project

With Episerver you can pull together the content assets like images, promotion, articles and landing pagse and group them in a project and give access to people that you're working with on this campaign for comments and approvalswithout intervening other content on the site51

Campaigns

Images and Video

Landing Pages

Articles and Blogs

Promotions

And once you've got everything ready and approved as a team, you can simply schedule the content, in the project, to be published all at the same time. So it really save marketers time checking and publishing individual content pieces, and deliver a better on-site experience for the customers52

350% faster content creationEmpowering Marketers

Siteworx, evaluation of real-world efficiency, 2015

And in fact, an agency partner of ours in the US did a comparison of Episerver to similar CMS platforms they work with, they found Episerver to be 350% faster than our competitors in terms of content creation, not quite 10x but its a number that we are happy with

53

Episerver Digital Experience Heroes54Janome AmericaI think my favorite thing about it is that Im able to sit on my iPad and update our website. It is awesome. We see a problem on our site, I can go in on my iPad in a meeting, make the change. Done.

Mike SeminaraMarketing Supervisor at Janome America, Inc

So there's no surprise, for a lot of our customers, agility and flexibility on a daily basis is what they value the most, as exemplified by Mike Seminara of Janome America. He built a vibrant community and website using the Episerver Digital Experience Cloud. One of the things he really like is the ability to quickly update the website, in a meeting, using his iPad. 54

Episerver Digital Experience Heroes

55Varner GroupHaving a super flexible content management system was very important because many of our brands are campaign-based companies. Episerver is perfect if you have multiple languages, countries and brands its a solution for a company that wants to grow.

Claire Sharp SundtProject Manager Digital Media, Varner Group

So there's no surprise, for a lot of our customers, agility and flexibility on a daily basis is what they value the most, as exemplified by Claire at retailer Varner here, who launches new campaigns on a weekly basis across multiple language and brand sites in different countries55

Industry RecognitionEpiserver Voices56Episerver is a leader in Gartners Magic Quadrant for Web Content ManagementEpiserver, IBM and Oracle are the only vendors positioned in all three quadrants: WCM, Digital Commerce and Horizontal Portals.Customers characterize [the Digital Experience Cloud] as easy to deploy, interoperable, and readily customizable to suit various business purposes Source: Critical Capabilities for Web Content Management, Gartner, March 2016

finally our vision is recognized by our customers and analyst like Gartner. Our customers describe us as easy to deploy, interoperable and readily customisable, and we are a recognized leader in the Magic Quadrant56

Its simple.57Campaigns, content, products, personalization. Proven business agility.www.episerver.com/digital-marketing

Janome AmericaLindblad ExpeditionsSuuntoLyko

So feel free to find out more about our platform and who uses Episerve. Without further ado let's move on to Q&A so you can get your burnung questions answered by Scott!

Just type your questions into the chatbox and i will read them out

Questions:- In order to be agile, what should I think about when choosing a software tool or building our martec stack?- How do you work with legacy processes and people who are resistant to changing those processes, especially when its an executive or senior level staff?- Agile scrums can sometimes lead to new discovery or idea that are far from the original goal, whats your recommendation on staying focus under the constant change of priorities- Do you know of any big companies that have found success in agile? 57