crossing paths: meet customers wherever they are on their journey

Crossing Paths: Meet Customers Wherever They Are on Their JourneyPresented by:Caroline SchmidLauren Bennett

Crossing Paths: Meet Customers Wherever They Are on Their Journey Caroline Schmid

VP, Digital Strategy & Demand Generation, [email protected]

Lauren BennettSecond Vice PresidentW. P. Carey [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

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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

profileCapture engagement in

SitecoreAnonymous

profile created and client is segmented

Personalized and Dynamic content

Profile is matured

Sees Brexit story on social media

Sees article on website

Is served the next interesting article Subscribes Becomes Known

Receives Brexit email on mobile device

Share network on social media

Invited to EventPartner recognize interest

Engages with prospect

Search delivers next article

Delivering Great Customer Experiences w Sitecore


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#Sitecore SYM

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


#Sitecore SYM

Let’s create the Customer Journey


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#Sitecore SYM

Know the Customer

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

Goals


15

#Sitecore SYM

Integrated Customer Experience Platform

Single View of the CustomerNative IntegrationConnectors


#Sitecore SYM

Contextual 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

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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 Model Lead & 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


#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

SEM CRM

Customer Data Marketin

g Automati

on


#Sitecore SYM

Ecosystem with Connectivity Framework

Forms Connector

Email Connector

Single View of the

Customer

WP Carey Case Study


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#Sitecore SYM

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.


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#Sitecore SYM

The edynamic Process

Digital Vision Alignment

Customer Experience Definition

Contextual Mapping

Personalization Strategy

Roadmap for Customer

Experience

High Level Solution

Architecture

Sitecore Marketing

Suite Instrumentatio

n


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#Sitecore SYM

WP Carey- Digital Vision Alignment

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

Business Goals Hit $1 billion in sales for FY’16

Increase penetration in focus BDs/RIAs

Master the customer journey Understand the contribution of

Digital Marketing

Digital Marketing Goals Supply Wholesale retailers with selling tools

Deliver 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


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#Sitecore SYM

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

Customer Experience Definition

PersonasCustomer

Segmentation

Customer Decision/

Journey Map

Key Performance

Metrics


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#Sitecore SYM

W. P. Carey Customer Personas & Segments

WPC LoyalistsFAs who have known WPC for a long

time and have done business in several funds

High Prospects Tier 2Advisors 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 1Advisors who have done some

business with specific fund/funds (defined by AUM), but could be doing

more

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


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#Sitecore SYM

Customer

Journey

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


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#Sitecore SYM

Key Performance Metrics


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#Sitecore SYM

Know your Client

Rules based on Unknown Visitors

ExplicitPredictive Personalization based on Known Visitors

Implicit

Industry Awareness

1

W.P. CareyAwareness

2

Evaluation

3

Conversion

4

Development

5 6

Maintenance

Database


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#Sitecore SYM

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


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#Sitecore SYM

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


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#Sitecore SYM

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 SYM

Setting 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 SYM

Complete 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

http://www.edynamic.net/Sitecore-Eloqua-Connector

http://img.en25.com/Web/eDynamicE10Sandbox/%7Bc49aa6c1-294a-4069-8aed-8250b44ca133%7D_Sitecore_marketing_technology_ecosystem.pdf

FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. © 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.