1. Info-Tech Research Group1 1 Info-Tech Research Group, Inc. is a global leader in providing IT research and advice. Info-Tech’s products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns. © 1997-2016 Info-Tech Research Group Inc. Develop a Web Experience Management Strategy Your web presence is your organization’s face to the world: support it with best-in-class tools and technologies for Web Experience Management. Info-Tech's products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns.© 1997 - 2016 Info-Tech Research Group

2. Info-Tech Research Group2 2 Consumer demands for a world-class web experience are higher than they’ve ever been. Despite the importance of the web as a critical customer interaction channel, many IT departments are failing to provide their marketing counterparts with the tools and technology they need to create a best-in-class web experience. Organizations need to undertake a comprehensive internal and external scan that evaluates customer personas and competitive capabilities when formulating a strategy for their web experience management platform. This research will give you a systematic methodology for building a web experience platform strategy that relates strategic requirements to a rigorous environmental analysis. Ben Dickie, Senior Manager, Enterprise Applications Info-Tech Research Group Your website is your organization’s face to the world. Are you providing Marketing with the right technology stack to support it? ANALYST PERSPECTIVE

3. Info-Tech Research Group3 3 This Research is Designed For:This Research Will Help You: This Research Will Assist:This Research Will Help You: This Research Is Designed For:This Research Will Help You: This Research Will Also Assist:This Research Will Help Them: Our understanding of the problem IT managers involved in creating a technology enablement strategy for web experience management. Business managers who are looking to draft a game plan for using technology to enhance their organization’s web presence. Organizations that want to use their website as a platform for improving web user engagement, customer service, and sales. Understand key market trends including what's new and the feature sets offered by WEM vendors. Create an analysis-supported strategy for a WEM platform to facilitate website content deployment, provide superior customer experience, and give Marketing the tools it requires. Draft an initiatives roadmap for improving the organization’s web experience management. Work in tandem to create a consistent framework for successfully managing the company’s web presence. Determine if the existing systems, strategies, and procedures are appropriate for the enterprise web strategy. Create a project strategy that is consistent with governance and program management best practices. Deploy a WEM platform and execute initiatives that will strengthen the web-facing customer experience, improving customer satisfaction and unlocking new revenue opportunities. Avoid making unnecessary new WEM investments. Make informed decisions about the types of technologies and initiatives that are necessary to support WEM.

4. Info-Tech Research Group4 4 Resolution Situation Complication Info-Tech Insight Executive summary Web Experience Management (WEM) solutions have emerged as applications that provide marketers and other customer experience professionals with a complete set of tools for web content management, delivery, campaign execution, and site analytics. However, many organizations are unsure how to leverage these new technologies to enhance their customer interaction strategy. WEM solutions have tremendous capability, but few organizations think strategically about drafting a formal strategy for WEM. It’s very easy to overbuy an expensive solution that is inappropriate for both IT and Marketing. Furthermore, WEM solutions must exist alongside of other content management tools and sales and marketing solutions. Every enterprise with a website needs to consider a WEM solution. It is important to have a defined strategy for web experience management to address how different customer personas interact with the website. This also includes conducting internal and external environmental scans and articulating strategic requirements for the organization’s goals. Make the case for WEM and determine how it interacts with other solutions for marketing automation, lead management, and email marketing. WEM solutions can save time and increase revenue. The biggest benefits of WEM are to IT. They remove IT from the common task of creating and shepherding web content. WEM also provides benefits by giving web visitors a better experience – leveraging tools such as web analytics gives the customer a tailored experience. Marketing can then monitor their behavior and use this information to warm leads. Don’t overbuy. WEM vendors are increasingly selling to the marketing department. The products are incredibly appealing, but be realistic. Ask: can the enterprise actually deploy and use this kind of technology? Review functional overlaps. The functionality of WEM solutions is converging with that of other tools like social media management and market automation. Review the entire portfolio.

5. Info-Tech Research Group5 5 Web experience management overview Web Experience Management (WEM) suites (platforms) are applications that provide marketers and other customer experience professionals with a complete set of tools for web content management, delivery, campaign execution, and site analytics. These suites are often tightly integrated to broader marketing management suites, content management systems, and customer relationship management products. A web experience management suite provides several key capabilities, including but not limited to: o Web Content Management and Curation o Site Templates o Web Campaign Management o E-Commerce Support or Integration o Comprehensive Web Analytics o Basic Social Media Integration o Mobile Support (i.e. Responsive Design) o Multimedia Support (i.e. Embedded Video) A WEM suite provides a host of native capabilities, but many organizations elect to tightly integrate their WEM solution with other parts of their customer experience ecosystem to provide a 360-degree view of their customers. A web experience management suite provides several key capabilities, including but not limited to: o Web Content Management and Curation o Site Templates o Web Campaign Management o E-Commerce Support or Integration o Comprehensive Web Analytics o Basic Social Media Integration o Mobile Support (i.e. Responsive Design) o Multimedia Support (i.e. Embedded Video) A WEM suite provides a host of native capabilities, but many organizations elect to tightly integrate their WEM solution with other parts of their customer experience ecosystem to provide a 360-degree view of their customers. What It Does and How It Works Our Definition In the era of connected and informed customers, having an intuitive and consistent web presence isn’t a nice-to-have … it’s make or break for many businesses. A WEM suite can help you better design and manage your organization’s end-to-end web presence to drive increased customer acquisition and engagement.

6. Info-Tech Research Group6 6 Web experience management suites are a crucial piece of the broader customer experience management ecosystem Web Experience Management Suites (You are here) Customer Relationship Management Platform E-Commerce Solutions/Point of Sales Solutions Channel (i.e. Social Media) Management Tools Customer Intelligence Platforms Customer Service Management Suites Marketing Management Suites Customer Experience Management (CXM) Web experience management suites are one piece of the overall customer experience management ecosystem, alongside core CRM platforms and adjacent point solutions for sales, marketing, and customer service. Review Info-Tech’s CXM blueprints to build a complete, end-to-end customer interaction solution portfolio that encompasses WEM alongside other critical components.

7. Info-Tech Research Group7 7 Web experience management is evolving away from basic websites to meet the broader web needs of marketing Basic websites Brochure-ware high low highlow Adapted from: Coremedia.com Four quadrants map to different demands for WEM. Delivery of content to different channels and devices. Integration of multiple data sources. Targeted content for specific customers. Delivery to global clients requiring localized content. Enterprise Web Experience Management (WEM) Online Campaign Marketing Marketing Demands IT Complexity

8. Info-Tech Research Group8 8 Marketing experience management solutions tend to focus either on pure experience or on content management Basic websites Brochure-ware high low highlow Adapted from: Coremedia.com Increasing marketing demands and IT complexity feed the need for broader web experience management solutions … traditional WCM is evolving to incorporate WEM functionality. Enterprise Web Content Management Online Campaign Marketing Content Repository CRM Social Media Management Marketing Automation Email Marketing Enterprise Web Experience Management Web Content Management (WCM) solutions focus primarily on the creation and management of websites. Ultimately, WCM is about IT efficiency. Web Experience Management is about the support of advanced use cases and integration with marketing demands. WEM is a Marketing solution. Marketing Demands IT Complexity

9. Info-Tech Research Group9 9 Organizations across all maturity levels can realize the benefits of a WEM platform Source: MIT Sloan Management Review in conjunction with Deloitte, 2015 Organizations in the early or developing maturity stages diverge on how they view the main objective of a WEM suite. As they mature there is a greater understanding of how versatile the role of a WEM is for the business. Organizations across the board are using digital to improve efficiency and the customer experience, but higher-maturity organizations differentiate themselves by using digital to transform their business, allowing them to move ahead of the competition.

10. Info-Tech Research Group10Info-Tech Research Group10 Adopt a WEM suite to realize multiple benefits for web-centric processes on both sides of the IT and business coin WEM solutions can integrate business strategies, marketing processes, and content management solutions across all stages of the customer lifecycle. This enables marketers to track leads from initial inquiry to sale, providing a closed loop reporting mechanism for marketing activities and enabling campaign ROI measurement. Time SavingsAdditional Revenue Generation Integration Efficiencies Better Reports and Analytics Business Value Decrease time to deploy new content or execute web-centric marketing campaigns. Improve efficiency of lead acquisition activities originating from web channels. Increase resourcing options. Higher campaign response rates and customer click- through; less bounce. Stronger e-commerce integration. Broaden reach through social and multimedia content deployment. System integration feeds web-centric data into dashboards in other platforms (i.e. CRM). Integrations with other content-generating systems can streamline content production. Track, measure, and prove the value of web-centric marketing activities. Understand which content (collateral and copy) is performing best with different audience segments. IT Value Reduce reliance on IT for routine tasks such as A/B testing, webpage coding, and data cleansing. Saved IT resources are now placed in sectors of the business where the ROI is of greatest value. Improves the value delivered to the business via integration with other customer experience management applications. Reduces need for constant customization on status reports on lead value and campaign success.

11. Info-Tech Research Group11Info-Tech Research Group11 Customers will pay more for the experience they want 86% of buyers will pay more for a better customer experience. 1% of customers feel that vendors consistently meet their expectations. yet... A dedicated WEM platform will address the fundamental issue – customer experience. Giving customers a better experience will directly affect your bottom line through overall customer satisfaction and retention. (Sprinklr, 2015)

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