1 Scaling in style: How Celonis built a team and modular approach for delivering better digital CX 1

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Introductions 3 Mark Demeny Head of Content Management Strategy at Contentful Pekka Hiltunen Head of Web Design & Development at Celonis Brandon Ortiz Vice President of Digital & Content Marketing at Celonis @modipeluri @mde_cms linkedin.com/in/brandonjortiz

4 1. Overview: Celonis’ content strategy evolution 2. Demo: the key outputs of the new strategy 3. Example: a look at the agile team and process in action 4. Results 5. Audience Q&A Agenda 4

Superfluid Welcome to the Enterprise We’re the global leader in Process Mining technology. Hi, we’re Celonis. Based in Munich and New York City, our Intelligent Business Cloud empowers industry-leading companies around the world to sense friction in operational processes and deploy AI-driven automation and process improvements. employees 2000+ 900+ customer deployments: valuation after series C funding of $290M in 2019 $2.5B

Website Goals 6 Integration: unified customer journey Awareness: consistent traffic growth Conversion: lead generation growth Empowered internal contributors World-class visitor experience Security, performance, compliance & stability www.celonis.com

● Since 2017, the celonis.com site uses Contentful ● 17,148 records (entries + assets) ● 6 web designers & developers 67 content contributors across the company ● Static site that builds every hour, pulling new and updated content from Contentful ● Contentful provides content model within headless structure that gives us flexibility to pull content in using APIs How We Use Contentful at Celonis 7 Our Website Stack

● Earlier this year, we upgraded to Contentful Enterprise to get: ○ More granular permission control ○ More content types ○ Multiple environments ○ Netlify integration How We Use Contentful at Celonis 8 Our Build Flow Production Staging

9 Customer Success Demand Gen Product & Prod Mktg Product and Solution pages Partner pages Alliances Legal T&Cs, GDPR/compliance alerts Content Marketing Top-level pages: Homepage, Get Started, etc. Blog & Resources Customer stories PR Press releases Celonis Academy Training pages Success webinars, success content Web Team Landing pages, webinars, event registration, campaign pages, form-gated pages for downloadable assets, newsletter sign-up Recruiting Careers page, job listings Everyone Wants a Piece of the Site Contributors across the company

Before: Flashback to Early 2019 • High development time • Tech debt from custom code • Tons of Content Types • Brand update was going to take 6 months to roll out on site Every component on every page on the site was custom-built Not all content on all pages could be managed from Contentful • Long wait times for new pages and changes • Frustrated stakeholders • Proliferation of off-site landing page builders, introduced compliance risks Contributors couldn’t manage their own content • Web developers’ time spent manually updating content ISSUE IMPACT

After: How We’ve Transformed • Web designers and developers spend time building reusable components instead of one-time-use features for individual pages Built library of modular components that can be customized from Contentful Rebuilt every page on the site to consist of components only • All contributors can create pages and edit components on pages they own • Contributors can trigger Netlify build from inside Contentful • Beautifully designed components make it hard for contributors to build an ugly page Deployed component library (“Sandbox”) and gave all contributors limited Contentful access • All content on all pages 100% controlled from Contentful • Most pages merged into ONE Content Type called “Componentized Page” • When a new feature is added to a component, it becomes available on all of the pages where that component is used SOLUTION BENEFITS

Before: No One Played Nice in the Sandbox 12 Web Team Contributors

After: Everyone Plays Nice in the Sandbox 13 Web Team Component Library Contributors Contributors

Simplified Process for Page-Building 14 1 2 3

Demo Time! 15 The content contributor experience ● Create a new page in Contentful ● Add components from the component library (Sandbox) ● Customize components with UI Extensions ● Publish and deploy the page through Netlify 15

DEMO

Rapid Response at Scale 17 Celosphere Live celonis.com/celosphere-live Launched page to switch from physical to virtual event in 1 week COVID-19 Customer Care celonis.com/solutions/covid19-customer-care Launched page for COVID response in 2 days

Results 18 100+ new pages per month 67 content contributors 1.8s time to interactive 5-6 mins $60K saved 0% developer time spent ~100 TOTAL 30 mins Building individual pages ~13 seconds

Trust Collaboration Autonomy Equip multiple business units to deliver digital experiences through a democratized process. There’s no such thing as a “marketing website” anymore. Brands must deliver digital experiences throughout the customer journey. Repeatability Stand up a modular approach to content creation and iteration that is simple to replicate. A componentized web content strategy enables companies to move faster and consistently improve digital CX. 19 Building for scale Key takeaways from Celonis on how enable your teams to deliver better digital CX Practice empathy when deciding on new workflows. Subject matter expertise comes in many forms. Developers need to consider the needs of all content creators and content creators need to embrace a modular approach. Establish a strong relationship between the technical and business teams. Building for scale means anticipating future needs of all stakeholders. Trust is a crucial component when implementing new processes.

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