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Making the move to a modern stack marketing website

Making the move to a modern stack marketing website

Contentful Webinars

September 26, 2019
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  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 [email protected] • 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
  5. 5

  6. 6

  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. 10

  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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