Making the move to a modern stack marketing website

1. 1 Making the move to a modern stack marketing website How Intercom refreshed their brand, replatformed their marketing website & transitioned to content infrastructure September 26, 2019 1
2. Housekeeping • This webinar is being recorded; we will share the recording and slide deck with all registrants shortly -- keep an eye on your inbox! • Please add your questions in the Q&A box, we will answer them after the presentation during the live Q&A session at the end • To get in touch, write to us at team@contentfulmail.com • Join the conversation on Twitter with #CTFwebinar Before we dive in...
3. Introductions 3 Lauren Ottinger Sr Product Manager Intercom Johanna Hyde Sr Product Marketing Manager Contentful Steven Petryk Tech Lead Intercom
4. 4 • Company overviews • Panel discussion ◦ The task: replatform the marketing website & refresh the brand image ◦ The journey: process of getting started with content infrastructure ◦ The lessons learned: pro tips for overcoming challenges • Audience Q&A Agenda 4
7. It’s time for a new way: content infrastructure Accelerating content at scale 7 It’s not a traditional CMS. It’s a cloud- native platform for modernizing how content flows through your entire digital ecosystem. Optimization Analytics Personalization Content
8. 8 8 Making the move to a modern stack marketing website
9. Business Drivers 9
11. Technical Challenges 11
12. 12 • Create a lighter tech stack for engineers to work within • Reduce average time for page development from 2 weeks to <2 days • Remove dependency on engineering team to make even small content changes • Align on new business processes to enable cross-team collaboration and speed of execution Moving the business forward 12
13. 13 Gather requirements Gather requirements from all stakeholders: - Brand - PMM - Content - Engineering Prioritize needs Define what is most important: - Brand flexibility - Speed of build - Ease of use - Unblock changes Evaluate options Look at market - Identify top 5 options - Sales calls with each - Select top 2 Searching for modern content management
14. Why Contentful? Going beyond headless 14
15. 15 Gather requirements Gather requirements from all stakeholders: - Brand - PMM - Content - Engineering Prioritize needs Define what is most important: - Brand flexibility - Speed of build - Ease of use - Unblock changes Build Build new site on the new CMS to launch the new brand and infrastructure Proof of concept Build a page from our old site with components and set live alongside existing site Building buy-in along the way Evaluate options Look at market - Identify top 5 options - Sales calls with each - Select top 2
16. 16 • Define core group of stakeholders early (DACI) • Make key decisions in a group setting so everyone can feel part of the discussion • Architect a proof of concept phase that builds confidence with all stakeholders Choose a platform with confidence 16
17. The component library 17
18. Modernizing content operations drives business results 18 Faster launches Reduced time to deploy from 20 to 3 minutes Made the site's time-to-interactive a whole second faster Reduced page build time (concept to build) 2 weeks to <2 days Speedier site & improved SEO Empowered Marketers Benefits of the modern stack marketing website
19. 19 #1 Build a library of reusable components to reduce time of building custom elements for each new page #2 Content infrastructure enables marketers to make content changes without being dependent on engineering #3 Agree to business processes that allow for seamless cross team collaboration Pro Tips 19
20. Audience Q&A Please type your questions in the Q&A box 20 Lauren Ottinger Sr Product Manager Intercom Johanna Hyde Sr Product Marketing Manager Contentful Steven Petryk Tech Lead Intercom
21. Thank you! Keep an eye on your inbox for the slides and video