Author : Vikas Kumar
Director - Customer Experience, Espire | Sitecore MVP 2021

Vikas is a Sitecore MVP who heads the Digital Experience Platform (DXP) initiatives at Espire. A skilled craftsman in competency building, Vikas is a go-to-CMS expert, known for designing & developing best practices, that consistently transforms digital journey for clients.

Personalization : The new game changer with Sitecore and Salesforce driving the engine

Brands can no more rely simply on content development and search engine rankings with cut throat competition and more than ever demanding customers. Websites with dynamic landing pages and interfaces fail short on the demands of converting casual visits into qualified leads. Brands more than ever are concerned to provide a more personal feel to engage the customers in order to attract them for conversion and loyalty.

It is here the concept of personalisation has arrived with websites getting more and more customised and personalised for better customer experience (CX). Personalised websites as a concept is all about displaying contents that fulfils the expectations of the users giving them the feeling of exclusivity and personal attention.

But how is personalisation put into place by brands? Are there platforms that assist them to create user tailored websites?


Sitecore Experience Manager and Salesforce Marketing Cloud

There are various personalised digital experience service providers offering the required solution. The global leaders providing personalisation services are Salesforce (CRM space) and Sitecore (CMS space) which have very recently joined hands to provide an integrated solution.

Sitecore’s industry-leading content management and experience platform solutions integrated with Salesforce Marketing Cloud deliver powerful personalized digital experiences. Salesforce Marketing Cloud creates a 360-degree analysis of customer’s behavioural patterns, buying preferences and real-time interactions to predict their future course of action. These insights act as strategic barometer for brands to drive customer engagement on the websites. Precise audience segments are created by determining the optimal journey of specific customer helping in automated content targeting.

Sitecore Experience Manager (industry leading CMS) and Sitecore Experience Platform got integrated with Salesforce Marketing Cloud . With these products getting combined it has made the task of brands easier, efficient and time saving as Salesforce content builder can now have access to Sitecore assets such as content and images with Sitecore Connect software. The powerful combination of Sitecore CMS and Salesforce Marketing Cloud gives marketers the ability to deliver 1:1 personalisation at scale.

A win-win situation for Businesses

Brands with access to both Sitecore and Salesforce can now streamline their digital marketing strategy giving them faster time-to-market as teams access content and images to power smarter, more relevant campaign. Sitecore and Salesforce together will provide a greater level of personalisation by building additional layers of information from both the platforms into customer data sets. Personalised content, hence created, drives greater engagement and conversions at higher rates than before.

Targeting potential customers by studying the engagement process throughout the spectrum of brand experience has become as effective as ever. Together the two platforms- Sitecore and Salesforce can help website personalisation through creation of a centralised marketing hub, with an ability for contents to be shared between them, enhancement of data pipeline and enhancing customer journey capitalising deeper data sets.

The biggest victory in terms of conversion, due to combination of both platforms, is the real-time connections with customers as they crawl the website by providing them personalisation with true precision.


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One of the major challenges faced by the customer was - conducting the cooperative elections amidst the nationwide lockdowns in the US as casting votes on a piece of paper was neither safe nor feasible. Espire built an online voting application to integrate all the three existing ways of voting in one place including: Online voting (through a website), SmartHub voting (through single sign-on), Paper ballot voting (which includes data entry and verification)

Designed a Centralized Content Management System for a Leading UK-based Staffing Business

A leading Global Talent Acquisition and Managed Workforce Solutions provider in the UK, needed support to centralize its content management for the 22+ acquired brands and required a simplified process for posting job openings & deploying regular enhancements for content management. Espire considering the challenges, reimplemented the front-end design framework for better performance, security and SEO optimization. We also redesigned the cloud architecture on Microsoft Azure to support constant enhancements required to centralize & manage enterprise & localized content. 

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