5 Steps To Prepare for Sitecore Experience Marketing

Erin Funk Erin Funk
May 22, 2015
Digital Marketing , Sitecore , Web Strategy

For marketers, the opportunity to use Sitecore Experience Marketing is very exciting. However, with all of the new changes, it can also be a bit daunting. Here are five steps for your marketing team to complete before creating a Sitecore Experience Marketing strategy.

  1. Become Familiar with Sitecore 8
  2. I wrote a post earlier this year to briefly explain the new and improved features of Sitecore 8 in relation to past versions. Whether you are new to Sitecore in general or are just in need of a refresher, it is always a good idea to study documentation before diving in. While getting acquainted with Sitecore 8, take time to learn the names, locations and the purpose of each tool.

  3. Make a Plan
  4. After having a chance to evaluate each of the features, it is time to create a plan. Determining these following factors will provide you a strong start:

    • Resourcing: Ownership of the marketing features within the platform can be a barrier before even beginning. No one wants to take time to learn something new. Discuss who is the best fit for these tasks and provide them support when learning.
    • Desired Results: Make sure to clearly state in your plan what you are hoping to accomplish. What were your reasons for purchasing it and how will it benefit you? These results can be as in-depth as you would like, but as a beginner, setting realistic expectations is important.
    • Timeline: When first starting with the platform, it is a good idea to try some tools and leave others for later phases. In the first phase, give yourself a reasonable amount of time to try each of the tools that interest your organization the most. That could mean a week, month or an entire quarter.
  5. Emphasize the Importance
  6. With the roll out of a new website, content managers may face some obstacles before they are able to start fully leveraging the marketing features. Make sure to establish Sitecore Experience Marketing as a priority for yourself, your team and even your superiors. Emphasize the importance and let them know that this is part of the reason for purchasing the system. With a plan already in place, you’ll have a much easier time convincing your team to jump on board!

  7. Create Alternate Content
  8. With a plan in place, it is a common misconception that everything is now ready to start. This is true for some of the tools like analytics and reporting, but for personalization and A/B testing you will need to have alternate content to run tests and set up rules. Be sure to include this as part of the resourcing in your plan if you are not the one to create such content.

  9. Set Benchmarks
  10. In order to improve you must know where you started. Defining and recording KPI’s from the engagement analytics will help you measure performance over time, as you continue to learn about features and how to implement them more effectively. You’ll be able to gather insights and use this information to provide a better experience for your audience.

Now that you have become knowledgeable on the product, made a plan of action, got your team on board, created assets and set benchmarks, you are ready to start using the Sitecore Experience Marketing tools! Remember, these tools can be as simple or complex as you would like, so go for easy, simple campaign ideas first!

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