can omni-channel communication & marketing automation go hand-in-hand?
TRANSCRIPT
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.
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
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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
© 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
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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
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3
© 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 SYMLet’s create the Customer Journey
© 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
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Know the Customer
Understand how people convert on your website Assign and track engagement value
Goals
© 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
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Integrated Customer Experience Platform
Single View of the CustomerNative IntegrationConnectors
© 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 SYMContextual Experiences
PersonalizationSegmentationAutomation
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
© 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
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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
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Segmentation & Contact Database
Subscription Management
Personalization
Content Delivery
Automated Nurture
Closed Loop Reporting
Implementation of Solution in Marketing Automation
© 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
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
© 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 SYMEcosystem with Connectivity Framework
Forms Connector
Email Connector
Single View of the
Customer
© 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
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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.
© 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
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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
© 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
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
© 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
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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
© 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
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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
© 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
Customer Journey
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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
© 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
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Key Performance Metrics
© 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
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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
© 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
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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
© 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
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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
© 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
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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
© 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 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
© 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 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
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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
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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