Oracle Marketing Cloud Transforming Businesses Through Enhanced Customer Experiences. An Exclusive Company Overview for

Transcription

1

2

3 Oracle Marketing Cloud Transforming Businesses Through Enhanced Customer Experiences An Exclusive Company Overview for

4 Table of Contents Section 1: Brand Alignment and Mutual Customer Vision Two Organizations Tied By One Tried and True Passion Section 2: Our Solutions A Marketing Cloud Designed for Insurance Section 3: White Papers Knowledge is Power Section 4: Why Oracle Marketing Cloud 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. 4 5

5 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. 6 7

6 Section 1: Brand Alignment and Mutual Customer Vision Two Organizations Tied By One Tried and True Passion 8 9

7 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. 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 10 Brand Alignment and Mutual Customer Vision Brand Alignment and Mutual Customer Vision 11

8 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 Delivering personal customer experiences. Creating ideal customers. Cross-Channel Marketing Deliver personalized experiences, messages, and promotions across all channels. Content Marketing Turn content into a strategic asset that accelerates purchase cycles and improves retention. Social Marketing Listen to and engage ideal customers that advocate for your products and services. Data Management Aggregate, activate, enrich, and analyze marketing data to drive better business outcomes. 12 Brand Alignment and Mutual Customer Vision Brand Alignment and Mutual Customer Vision 13

9 Section 2: Our Solutions A Marketing Cloud Designed for Insurance A personalized customer experience in every channel. Delivered through a dynamic self-directed customer path

10 Cross Channel Marketing Create consistent yet personalized experiences, messages and promotions across web, social, mobile, , 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. 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. Seamless, personalized and integrated 78% Report a Fragmented Experience Nearly 8 of every 10 customers are not having the coherent and cohesive conversations they want to have and this keeps them from buying. customer-centric experiences across all your marketing channels. 16 Our Solutions Our Solutions 17

11 Content Marketing Deliver Behavioral Content that Increases Engagement and Improves Loyalty Plan, 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, , landing page or where your customers need to view it in one simple step. Transform your content to better engage your customer. When they want it. Where they want it. 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. 18 Our Solutions Our Solutions 19

12 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. Listening and connecting when they need you most. 20 Our Solutions Our Solutions 21

13 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 Targeting your customers at the right time. Delivering the very best in value when 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. they need it most. 22 Our Solutions Our Solutions 23

14 Section 3: White Papers Knowledge is Power We ve got you covered with insurance insights to transform your marketing and customer experience

15 IntroducIng MarketIng automation Best Practices for Financial Services and Insurance Organizations Marketing Technology Analytics Targeting Engagement Conversion MarketIng automation MeanS change and change can be a good thing. 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 2 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. 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. Targeting Engagement Conversion Analytics Powering Marketing transformation The Five Tenets of Modern Marketing in Financial Services and Insurance Marketing Technology 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, 2 identified five tenets of Modern Marketing: targeting, engagement, conversion, analytics, and marketing technology. the five tenets: targeting engagement Conversion analytics Marketing technology 26 White Papers White Papers 27

16 Section 4: Why Oracle Marketing Cloud Simple and Better Customer Experiences Delivered by the Most Trusted Platform Available 28 29

17 Marketing Simplicity When 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 Centricity We 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. 80% of CMOs Are Unable to Track ROI Across Investments We Have One Focus Your Customer You 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. 30 Why Oracle Marketing Cloud Why Oracle Marketing Cloud 31

18 Enterprise Ready Consider 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. 50X Explosion in Data Growth by 2020 Understanding 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. The Power of One Enterprise Ready Platform 32 Why Oracle Marketing Cloud Why Oracle Marketing Cloud 33

19 Experience the Power of Modern Marketing 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. 34 Why Oracle Marketing Cloud 35

20 120 Park Avenue New York, NY Oracle.com/MarketingCloud