Oracle Marketing Cloud – Transforming Businesses Through ... · Oracle would welcome the...
Transcript of Oracle Marketing Cloud – Transforming Businesses Through ... · Oracle would welcome the...
Oracle Marketing Cloud –
Transforming Businesses
Through Enhanced
Customer Experiences
An Exclusive Company Overview for
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Table of Contents
Section 1: Brand Alignment and
Mutual Customer Vision . . . . . . . . . . . . . . . . . . . . . . . . . 8
Two Organizations Tied By One Tried and True Passion
Section 2: Our Solutions . . . . . . . . . . . . . . . . . . . . . . . . . 14
A Marketing Cloud Designed for Insurance
Section 3: White Papers . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Knowledge is Power
Section 4: Why Oracle Marketing Cloud . . . . . . . . . . . . 28
Simple and Better Customer Experiences Delivered
by the Most Trusted Platform Available
Connecting with your customers . Understanding their unique needs . Protecting them from life’s uncertainties .
Connecting customers with the best solutions . Making their lives easier . Introducing new technologies that enable customers to simply and seamlessly accomplish their goals – at work, online or on the move.
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Section 1: Brand Alignment and Mutual Customer Vision
Two Organizations Tied By One Tried and True Passion
As a leading global provider of insurance, annuities and employee benefit programs, you understand the importance of creating amazing and ever-evolving interconnected experiences for your customers. Through your extensive line of quality insurance products and services, MetLife is helping millions of customers create their own personal safety net and providing peace of mind at a time when consumers are feeling a greater financial burden than ever before. Your deep experience and broad spectrum of insurance offerings allow you to deliver comprehensive solutions few companies can even aspire. You have a clear and unwavering purpose. Helping people, families and communities around the world get the most out of life. You’re much more than an insurance provider. You’re one of the world’s most trusted brands with eye on improving your customers’ lives through financial security, enabling people to achieve more of what they want. Guided by the vision of building lifelong relationships and putting your customers’ needs at the center of everything you do. Every day. Every interaction. Achieved by establishing a borderless definition of success with an eye on creating valuable, insightful partnerships with equally innovative companies. All, while remaining keenly focused on the customer. Listening, anticipating and whole-heartedly responding to their needs.
We understand and share the same passion.
In today’s insurance marketplace, the urgency to optimize the customer experience and transform marketing has never been higher. Staying top of mind with your sales channel and satisfying your loyal customers is more important than ever. Pressure to deliver business results is mounting. Consumer technology adoption is accelerating changes in buying behavior and increasing the desire for personalized experiences. Experiences that are simple, customer-centric and from a trusted solution. Easily said but much difficult to perform. That’s where Oracle Marketing Cloud can help – to transform how you use data, technology, and content to deliver more meaningful customer experiences at every touch point. In the end, it’s all about creating a culture of customer obsession. Simplifying the customer experience across all channels. Engaging customers through meaningful connections.
Oracle would welcome the opportunity to partner with MetLife to help fulfill our shared vision.
Sincerely
Christopher Gangloff Application Sales Manager
Helping people pursue more from life. Listening deeply to their concerns, understand their needs and ever-striving to improve their customer experience.
We share the same promise.
11 10 Brand Alignment and Mutual Customer Vision Brand Alignment and Mutual Customer Vision
Putting customers first. Enabling them to achieve more of what they want.Every business talks about focusing on the customer but few actually deliver. Why? Because digital
marketing technology can’t tell a compelling story. It lacks engaging dialogue with no connection beyond
the transaction. It’s lost in translation because marketers don’t speak code. And it’s confusing to the
customer because marketing and IT can’t connect process and data.
Take a look at your digital marketing picture. From a distance it may look fine. But look up close. It’s
fragmented and dots are not connected. You need much higher resolution. Step back and see the big
picture. Zoom in on the individual customer. But you’ll need modern marketing technology engineered
with enterprise grade data management and proven cloud performance.
It’s time to personalize your brand narrative in every chapter of the story – to create ideal
customers who buy consistently, drive revenue and advocate your brand.
Personalize the MetLife CX
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Cross-Channel MarketingDeliver personalized experiences, messages, and promotions across all channels .
Content MarketingTurn content into a strategic asset that accelerates purchase cycles and improves retention .
Social MarketingListen to and engage ideal customers that advocate for your products and services .
Data ManagementAggregate, activate, enrich, and analyze marketing data to drive better business outcomes .
Delivering personalcustomer experiences.Creating ideal customers.
Brand Alignment and Mutual Customer Vision Brand Alignment and Mutual Customer Vision
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Section 2: Our Solutions
A Marketing Cloud Designed for InsuranceA personalized customer experience in every channel. Delivered through a dynamic self-directed customer path.
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Seamless, personalized and integrated customer-centric experiences across all your marketing channels.
Cross Channel MarketingCreate consistent yet personalized experiences, messages and promotions across web,
social, mobile, email, display or any digital channel. Attract and retain ideal customers who
drive revenue, remain loyal and become brand advocates.
WEB Personalize every customer experience by ready Digital Body Language. Capture
and track behaviors while personalizing the experience.
EMAIL Rely on a proven enterprise marketing platform. Power increased revenue and
higher customer engagement.
MOBILE Engage your on-the-go customers wherever they are. Deliver your content and
notifications in context.
SOCIAL Start turning Likes and Tweets into advocacy and revenue. Connect social
interaction data to campaigns and analytics.
DISPLAY Give display ads personal relevance for increased engagement. Transform display
from transactions to relationships.
Our Solutions Our Solutions
78% Report a Fragmented ExperienceNearly 8 of every 10 customers are not having the coherent and cohesive conversations they want to have … and this keeps them from buying .
Content Marketing
Deliver Behavioral Content that Increases Engagement and Improves LoyaltyPlan, produce and publish marketing content across the customer life cycle, aligning
compelling content with customer behavior at each stage. Deliver content in context to
increased engagement, accelerate conversion, improve loyalty and promote advocacy.
PLAN Put content planning into one calendar-based tool to reduce the steps it takes
to plan content lineups.
PRODUCE Create compelling content and refine existing content to better engage your
customers.
PUBLISH Publish content to your website, blog, email, landing page or where your
customers need to view it in one simple step.
PROMOTE Get the word out quickly once you’ve got something to say. Accelerate the
process and your success.
PROVE Prove your content marketing success with reporting and tracking features
that show ROI.
Transform your content to better engage your customer. When they want it. Where they want it.
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Social Marketing Made Simple. Listen, analyze and personally engage customers across conversations, discussions and connections on
social networks. Give MetLife advocates a platform to amplify your message and promote MetLife. Take
advantage of a unified social platform across the listening, engagement, content creation, community
management and analysis of social media efforts.
ENGAGE AND RETAIN Engage with fans and followers on social networks to drive brand awareness, advocacy,
loyalty and sales. Retain ideal customers and make them MetLife advocates.
LISTEN AND LEARN Listen to what people are saying about MetLife, analyze campaign results and get
engagement metrics. Learn about attitudes and preferences you can use.
EXTEND AND CONNECT Integrate social information to marketing automation. Extend social data across marketing,
service and sales. Eliminate dashboard overload and silos with an enterprise solution.
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Listening and connecting when they need you most.
Our Solutions Our Solutions
Data Management Platform
Transform Your Data Into Actionable Audiences and Activate It Across Paid Media. Aggregate, manage and activate marketing data for a comprehensive view of
each MetLife customer to personalize programs and experience with look-alike
models. Create a single source of customer data to guide campaigns, develop
personas and predict behaviors across web and mobile audiences
DATA AGGREGATION Data is aggregated from any source and ingested into a centralized
data management platform. Whether it’s online data, offline data,
mobile data or anywhere else you can bring it into a single location.
DATA MANAGEMENT Once inside the data management platform, marketers can analyze,
optimize and augment data with the world’s largest aggregation of
authorized third party providers.
DATA ACTIVATION Activation occurs when the audience segments are pushed out to
any of the hundreds of partners available across multiple channels
and devices, and personalized to the audience.
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Targeting your customers at the right time. Delivering the very best in value when they need it most.
Our Solutions Our Solutions
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Section 3: White Papers
Knowledge is Power We’ve got you covered with insurance insights to transform your marketing and customer experience.
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www.eloqua.com
2
tHe fiVe tenets of
MoDern Marketing
what do they mean for your marketing strategy?
You know you want to do things differently.
Your potential customers are approaching
the buying process in new ways, and
you need fresh strategies that will help
you keep up. You want to be a Modern
Marketer, taking advantage of new tools
and potential customer insight to determine
your conversion strategy. But how do you
go about it? How do you convert a potential
customer into a new business relationship in
today’s marketing environment?
Looking to find out exactly that,
BtoB research services and Crain
Communications surveyed hundreds of
marketers to define the Modern Marketer
and find out what new capabilities they
need to succeed in today’s digital setting.
their findings, outlined in the paper Defining
the Modern Marketer: from real to ideal,
identified five tenets of Modern Marketing:
targeting, engagement, conversion, analytics,
and marketing technology.
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2
3
4
5
the five tenets:
targeting
engagement
Conversion
analytics
Marketing technology
TargetingEngagement
ConversionAnalytics Marketing Technology
Powering Marketing transforMation
The Five Tenets of Modern Marketing
in Financial Services and Insurance
www.eloqua.com
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Introducing marketing automation into
your organization means initiating
change.
Sometimes that change is small, nothing but
a natural progression in an evolution that’s
already underway. other times, though, it
can mean a complete shift for your sales and
marketing teams. that may be welcome, or
it may not: team members could be looking
for new solutions with proven results, or may
be rooted in past processes, caught up in the
way things have always been done. In either
case, in order to create a smooth transition,
that change needs to be ushered in with
finesse, using well-proven methodology to
create true transformation success.
Financial services and insurance sector
organizations have their own unique
challenges as they face this change
continuum, often with very structured roles
and processes already in place, and security
and compliance needs to consider. Moving
to a fully automated marketing solution,
while ensuring strict compliance and aligning
the sales and marketing teams, can take
patience and time – often more time than in
other sectors.
to do it successfully, financial services and
insurance organizations need to rely on
lessons learned from other groups that have
covered the same ground before them.
MarketIng autoMatIon MeanS cHange
and change can be
a good thing.
Targeting
Engagement
ConversionAnalytics
Marketing Technology
IntroducIng MarketIng autoMatIonBest Practices for Financial Services and Insurance Organizations
To view pdfs of the following, please reference the flash drive accompanying this book. We also encourage you to visit Oracle.com/MarketingCloud for additional industry insights and more information about our products, services and resources.
White Papers White Papers
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Section 4: Why Oracle Marketing Cloud
Simple and Better Customer Experiences Delivered by the Most Trusted Platform Available
We Have One Focus – Your Customer
Marketing SimplicityWhen it comes down to it, customers just want a simple experience.
MetLife understands this more than most companies. It’s part of your
mission. Oracle Marketing Cloud will provide you the ability to gain a
comprehensive view of your customer data and simplify any marketing
complexity with the most powerful cross-channel platform available.
What’s that mean to MetLife and your customers? Personalized, simplified
and relevant content at each step of the customer journey. Most
importantly to you, the simplicity includes more productivity and increased
revenue with the ability to calculate ROI across your marketing channels.
Customer CentricityWe fully understand that MetLife’s customer is your greatest asset. To
better serve them, Oracle Marketing Cloud can provide you the ability
to capture data and use a single profile for every marketing process.
Recognize every MetLife customer as an individual. Engage them
intelligently with relevant content in context to deepen your relationship.
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80% of CMOs Are Unable to Track ROI Across InvestmentsYou read that correctly . Only 2 out of 10 Chief Marketing Officers can fully calculate their ROI across different investments . It’s nearly impossible to be confident implementing new customer initiatives when you are unable to quantify and defend your efforts .
Enterprise ReadyConsider the advantage of a single unified solution that marketers
love and IT trusts. Connect all marketing technology on one platform.
Unify your data and execute programs across all digital channels.
With millions of variables in customers, content, and touch points,
you need to drive precise orchestration of your marketing strategies.
Listen and learn with enterprise grade social applications. Connect to
hundreds of integrated marketing apps in the cloud. Tear down the
silos. Do it all on a single system of record.
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The Power of One Enterprise Ready Platform
Why Oracle Marketing Cloud Why Oracle Marketing Cloud
50X Explosion in Data Growth by 2020Understanding that nearly 80% of customers are not satisfied with the consistency of their experience and most marketing leaders are unable to track investment-based ROI, a 50 times growth in data can be daunting . It’s hard enough to manage today’s marketing and customer data, but it’s going to be even more difficult in the very near future .
That’s why we’re here to help .
Oracle understands the challenges of being a leading insurance provider and one of the world’s most
trusted brands. We also understand what it takes to be a leading Customer Experience provider. To
create a culture of customer obsession and to simplify the customer experience across all channels.
To turn casual prospects into passionate MetLife advocates and engage ideal customers with
meaningful, rewarding experiences.
Delivered through one singular focus – to embed customer centricity in all that we do.
We share the same promise to you and your customers.
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Experience the Power of Modern Marketing
Why Oracle Marketing Cloud
120 Park Avenue | New York, NY 10017
+ 1 856 278 1555 | Oracle.com/MarketingCloud