Can omni-channel communication & marketing automation go hand-in-hand?

Crossing Paths: Meet Customers Wherever They Are on Their Journey

Presented by:Caroline SchmidLauren Bennett

Crossing Paths: Meet Customers Wherever They Are on Their Journey

Caroline SchmidVP, Digital Strategy & Demand [email protected]

Lauren BennettSecond Vice PresidentW. P. Carey Inc.

[email protected]

Time to Meet your Customer but they didn’t tell you where, when,

why or how

But you do know a few things about them

They are always-on, always-connected and informed

They take a journey that is dynamic & across multiple marketing channels

They are constantly bombarded with information & they have little attention

Sure, we communicate with

clients

Like most marketers…you thought if you tried

shouting at everyone, the right one will somehow find

you

But because it wasn’t relevant, most of them

ignored you or dismissed you- worst of all, some even blocked you out

completely.

94% of customers have discontinued communication with a company because of irrelevant messages.

source: Blue Research

Engaging customers for a B2B marketer is a significant challenge. 60% customers feel indifferent with marketing.

source: 2015 Watermark Consulting study

8

The importance of the customer and their individual needs- continues to grow. Today’s digital customer travels a complex journey through multiple digital channels. They expects brands to deliver relevant experiences to them- wherever they are.

Developing the Right Customer Experience for each of your Customers is the Key- an individualized

message.

CX leaders enjoy a 35% higher return than the S&P 500.CX laggards, posted a return 45-points lower than the market average.

source: Blue Research

Companies who can effectively manage and execute customer experience strategies gain untold benefits including higher customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction.

source: 2015 Watermark Consulting study

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

#Sitecore SYM

Unknown Person

Marketer View- Creating the Right Customer Journey

Subscription Center manages

profile

Capture engagement in Sitecore

Anonymous profile created and client is

segmented

Personalized and Dynamic content

Profile is matured

Sees Brexit story on social mediaSees article on websiteIs served the next interesting article Subscribes Becomes Known

Receives Brexit email on mobile device

Share network on social mediaInvited to Event Partner recognize interestEngages with prospect

Search delivers next article

Delivering Great Customer Experiences w Sitecore


#Sitecore SYM

12

Know the Customer

Goals

Engagement Values

Consolidated Data

Three Principles of a Great Customer Experience

Integrated Customer Experience Platform

Single View of the Customer

Experience Profile

Integration channels Connector/Integrators

Contextual Experiences- Deliver Experience across channels Segmentation

Personalization

Omni-channel

Automation

12

3


#Sitecore SYMLet’s create the Customer Journey


#Sitecore SYM

14

Know the Customer

Understand how people convert on your website Assign and track engagement value

Goals


#Sitecore SYM

15

Integrated Customer Experience Platform

Single View of the CustomerNative IntegrationConnectors


#Sitecore SYMContextual Experiences

PersonalizationSegmentationAutomation

Sitecore as Part of the Ecosystem

When Best-in-Breed Marketing Systems can work together-

they leverage all the best components from each for an

elevated Customer Experience-beautiful music for marketers

ears


#Sitecore SYM

19

Leveraging Sitecore + Marketing Automation for CX

• Personalization across personas/profiles

• Custom forms with progressive profiling for where a customer is at in their customer journey

• Easy to create & maintain

• Email personalization and custom nurture paths based on both profile and stage of customer journey

• A/B test your email content• Custom emails across

platforms and devices, using COPE from CMS

• Advanced email reporting

• Blended lead scoring and grading to align marketing and sales teams.

• A lead score is based on a prospect’s activity levels, and a lead grade is assigned based on customer journey.

• Contact management & Data Maintenance

• Assign your leads to sales reps based on a minimum score and grade threshold, determined by criteria that you set in scoring.

Landing Page & Forms Emails & Nurture Scoring ModelLead & Contact

Management

20

Segmentation & Contact Database

Subscription Management

Personalization

Content Delivery

Automated Nurture

Closed Loop Reporting

Implementation of Solution in Marketing Automation


#Sitecore SYM

Data across channels is aggregated in a single repository through integration

Data is used for cross channel marketing

Data is used by a reporting platform for business intelligence

Bring data across channels to a single source

CMS, Website

Social Networks

Tag Manager

SEMCRM

Customer Data Marketing

Automation


#Sitecore SYMEcosystem with Connectivity Framework

Forms Connector

Email Connector

Single View of the

Customer

WP Carey Case Study


#Sitecore SYM

24

edynamic and WP Carey worked together to help them meet their short & long-term digital business and marketing goals

Identified the right strategy and framework for their specific customer experience.

WP Carey leverages Sitecore, SFDC, Eloqua and Google Analytics for their Sales and Marketing Engine.

WP Carey-Delivering the Right Customer Experience

W. P. Carey Inc. (NYSE: WPC) is a leading global net-lease REIT that provides long-term sale-leaseback and build-to-suit financing solutions for companies worldwide. At June 30, 2016, the Company had an enterprise value of approximately $11.7 billion.


#Sitecore SYM

25

The edynamic Process

Digital Vision Alignment

Customer Experience Definition

Contextual Mapping

Personalization Strategy

Roadmap for Customer

Experience

High Level Solution

Architecture

Sitecore Marketing Suite Instrumentation


#Sitecore SYM

26

WP Carey- Digital Vision Alignment

Segment leads and advisor lists Provide better tracking & insight to performance

Business GoalsHit $1 billion in sales for FY’16Increase penetration in focus BDs/RIAsMaster the customer journeyUnderstand the contribution of DigitalMarketing

Digital Marketing GoalsSupply Wholesale retailers with selling toolsDeliver relevant, timely material to FAsIncrease leads for sales teamIncrease opens and clicks (email)Increase traffic from email to webBecome smarter in various types of prospects

Convert traffic into leads for salesMeasure lead quality- scoring & AnalyticsEmail and website impact on the journeyPersonalizationLead Nurture

Digital Vision Alignment- Identified WP Carey’s strategic themes and the business and marketing goals


#Sitecore SYM

27

Identify the right strategy and framework for your company’s specific customer experience including key personas and their specific customer journey.

Customer Experience Definition

Personas Customer Segmentation

Customer Decision/

Journey Map

Key Performance

Metrics


#Sitecore SYM

28

W. P. Carey Customer Personas & Segments

WPC Loyalists

FAs who have known WPC for a long time and have done business in several funds

High Prospects Tier 2

Advisors who have met with a Sales Team member (last 6 months) and/or highly

engaged in Marketing outreach, but has not done any business to date in specific

fund/funds

High Prospects Tier 1

Advisors who have done some business with specific fund/funds (defined by AUM),

but could be doing more

Prospects

FAs have sold our competitors, but not WPC; they may or may not know WPC


#Sitecore SYM

Customer Journey

29

WP Carey Customer Journey Map

Needs

Values

Wants

Industry Awareness

1

W.P. CareyAwareness

2

Evaluation

3

Conversion

4

Development

5 6

Maintenance

Customer Touch-points

• Why real estate/loans?• What are alternatives?• What is a NTR/BDC?

Weigh pros and cons• What role do NTRs/ BDCs

play in a diversified portfolio?

• Characteristics of NTRs/BDCs and why they may benefit my clients/me

• Who offers NTRs/ BDCs? • Do my clients want/know

about alts?• General RE/ middle market

trends/ background/ market data

• Who is W. P. Carey?• Performance and

track record• History and

investment philosophy

• Experience and expertise

• Feel good about W. P. Carey as a company

• What products does W. P. Carey offer?

• Product info/ overview• Track record• Credit underwriting

expertise/hotel investing experience

• Management team• Why choose WPC’s product

over competitors?• Do I trust the product will

execute on objectives? • Current performance/

investments• Is the product info easy to

understand/share with clients• Process: how do my clients

invest? What’s my commission?

• What types of clients is this a suitable investment for?

• Which clients’ portfolios might benefit from this investment?

• How easy is it to make the investment?

• Easy and efficient paperwork• Easily repeatable for many

clients• I trust W. P. Carey and my

wholesaler• All my questions are answered• I don’t want to miss out on this

opportunity• Recognition for doing biz

• Was the process to do a ticket easy?

• Do I believe the story?• Do I trust the team?• Do I like my wholesaler?• How is the investment

performing?• What other clients might benefit?• What other products does W. P.

Carey offer?• How else can I generate

commissions?• How is WPC different? I need to

be reminded. • Info to help grow my biz/support

my clients

• I want to sit back• I don’t need a lot of

communication• Looking for updates• Happy unless there is a

problem


#Sitecore SYM

30

Key Performance Metrics


#Sitecore SYM

31

Know your Client

Rules based on Unknown Visitors

Explicit

Predictive Personalization based on Known Visitors

Implicit

Industry Awareness

1

W.P. CareyAwareness

2

Evaluation

3

Conversion

4

Development

5 6

Maintenance

Database


#Sitecore SYM

32

Digital Relevancy Map

Framework for mapping the intent and context of customers as they move through the different stages of their decision journey

Segment your Clients


#Sitecore SYM

33

Develop personalization that allows optimizing of the most prominent interactions—calls to action —that drive completion of the most important goals.

Personalization Rules

Personalize Annual Report section by current reports downloaded

Personalize team on geographical basis or account manager specified in EloquaProvide portfolio acquisitions within 25 mile radius as tangible examples of items within the portfolio

Tailored messaging on personas and ABM based on FA Home Office


#Sitecore SYM

34

The next stage is how this experience will be executed. We designed a roadmap for digital transformation with WPC’s specific marketing and digital goals in mind.

Reach your Clients

Phase 1Descriptive Analytics

Phase 2Actionable Analytics

Phase 3Predictive Analytics

Common Data Key Contact ID & Prospect Type

Scoring Model System integrations

Optimize current infrastructure w Prospect type in GA, Eloqua & SFDC

System of Record Data Warehouse

Segmentation in GA Optimization Completely integrated ecosystem


#Sitecore SYMSetting the customer web & email journey

Push: Prospect Email ID, Prospect Type

Push: Contact Id, Lead Score

Push: Contact Id, Prospect

Type, Campaign

Name

Pull: Contact

Page visited,

Link clicks, Session

Note: Data & Analytics based on needed Data points and Data Sources

Google Analytics and Eloqua hand shake using contact id and prospect type


#Sitecore SYMComplete Ecosystem

Push: Prospect Email ID, Prospect Type

Push: Contact Id, Lead Score

Push: Contact Id, Prospect

Type, Campaign

Name

Pull: Contact

Page visited,

Link clicks, Session

Sitecore xDB

Sitecore <> MA tool connector

Sitecore & Eloqua

connector with all available activity data

37

Unsubscribe rates fell by 50%

Unique click-through rates increased by 26%

Financial Advisors that engaged with Marketing campaigns – were 3x more likely to sell a fund

Financial Advisors who have sold one or more WPC products, were 60% more likely to sell another product in future

Email to website traffic has increased by 100% since inception of the multi-channel initiatives

Analytics- the Results

Next steps/Resources

38

What to do• Align on goals, CX- personas/segmentation, customer journey and KPIs

• What will be required to provide contextualization and personalization

• Develop a roadmap that works for your business

• Implement in a phased approach, continue optimization

Resources available• Eloqua Connector

• Connector Brochure

FOR DISCUSSION PURPOSES ONLY. SitecoreConfidential and Proprietary. © 2016 SitecoreCorporation A/S. All rights reserved. Sitecore®

and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All

other brand and product names are the property of their respective owners.