Today I am going to talk about how to make life better for digital marketers. One of
the challenges that Digital marketers face is that they just don't know the actual value of their content. You might
have analytics but do you actually know how each page is contributing to your overall objectives and the metrics
that you have to report on?
That's where the Sitefinity
Digital Experience Cloud comes in and we're going to take a look at that
today and give you an overview.
This is the dashboard of the Digital Experience Cloud and at a high level it's giving
you a lot of information about your content, your conversions and it's helping the sales funnel and it also helps
you understand how each one of your personas uses your Website.
Let's take a closer look. Think of all your content as touch points that help you
construct a conversation with each individual user. The touch points are used to measure the effectiveness of your
conversions. Let's look at one of those conversions.
In this accessibility White Paper example we're seeing how different activities that
we've been performing are contributing to the download of white paper we published on our Website. We have a landing
page that talks about it. We ran an email campaign and we have some blog posts and ultimately the form that passed
for your information before you can get that pdf. All of this is now managed in a very convenient way to help us
understand how people are getting here, where they're coming from, and whether they're even taking action.
Another key metric is lead scoring which is a great tool for helping you digitalize
your sales funnel. The way that this works is that it results in actual contacts. These are real people that you can
give to your sales team so that it makes their job that much easier. What's fantastic about the way this works is
that it actually gives you contact information. It shows you which persona for each user at most closely matches but
this is pretty cool -- it shows you the journey that that user went on before they contacted you so that you can
understand what was influencing their decision to reach out.
Another great tool inside the digital experience cloud is personas. Personas create a
digital representation of each audience segment and you can build rules to help monitor the behavior of people on
your Website and fit them into the audience segments that they most closely resemble. That helps you get more
fine-tuned with the content that you're publishing and how you're organizing your Website.
All in all you can see the Sitefinity Digital Experience cloud is a powerful tool. And
that all contributes to make it a digital markers life that much easier.
Scott Snowden is
Technology & Business Strategy at Flywheel Strategic, a Progress Sitefinity partner.