Insurance Company Fast-Tracked to Martech Maturity

Our Goal

Gain Insight into their Goals

Our first step was to understand their objectives and how to measure success. Having this insight would be essential to building an effective roadmap to achieving those objectives. 

We determined that the team could measure success by an increase in engagement with marketing messages across the website, social media, and emails. 

Our Solution

Create a roadmap that would meet the following goals: 

• Increase operational efficiency and self-service of their martech stack
• Have a single source of truth for customer data
• Personalize and enhance the customer experience
• Mature their measurement and reporting capabilities

Our Goal

Assess the State of their Martech Stack

Our project team of consisted of experts in tech, digital strategy, analytics, and customer experience. We assessed the current state of their martech stack, identified where their gaps were, and offered solutions to mature their digital marketing capabilities.

Our Solution

We performed the following in our assessment: 

• Evaluated client’s implementation and use of Sitecore, Salesforce, Dynamics CRM, and Google Analytics.
• Developed an understanding of the user journey (both customers and agents) and identified points of friction.
• Collaborated on the company’s customer experience vision and how they’re engaging their customers.
• Evaluated a current campaign to bring depth to our understanding and inform our recommendations.

Our Goal

Build a Roadmap to Success

Our client’s martech platforms were not set up in a way that was optimal for their marketing team to use, nor were the right processes and governance in place to ensure tactics were executed effectively.

The original setup resulted in delays and missed opportunities to engage customers, which impacted customer acquisition, retention, loyalty, and ultimately revenue for the company. Our goal was to help mature their digital marketing capabilities in order for them to meet their goals and objectives.

We provided a martech maturity strategy, including a roadmap listing the activities and workstreams that, when implemented, would enable the client to work more efficiently and effectively to accomplish their goals.

Our Solution

Some of the work we did and key recommendations included:

Sitecore CMS

• Recommended best practices for content management architecture, permissions, and how users access the system (Sitecore XP, including Sitecore SXA).
• Suggested key architectural changes so marketers could work faster and independent of IT.
• Provided steps to help the client mature into Sitecore’s A/B testing, personalization, and marketing automation offerings.

Google Analytics

• Identified where the client could go a level deeper with their analytics, beyond base-level metrics they were tracking (e.g., track specific events on-site and ID users who logged in and their actions).
• Identified cleanup activities to remove duplicate data and ensure that inaccurate data was not polluting their dashboards.

Salesforce Marketing Cloud

• Identified which Salesforce upgrades they needed to purchase in order to achieve the goals they outlined.
• Identified opportunities to integrate data from the CRM to increase the accuracy of customer data and decrease the time to execute email campaigns.

Microsoft Dynamics CRM

• Identified data issues that needed to be resolved to fully leverage the CRM.
• Outlined the ideal way to leverage Dynamics within the technology ecosystem.

Our Goal

Achieve Quick Wins

In addition to providing a strategy and roadmap to martech maturity, we wanted to provide the insurance company with quick wins that would help them build momentum towards achieving their objectives. 

Our Solution

• Removed errors and duplicates from reporting
• Expanded marketing permissions inside their tools
• Enhanced analytics and reporting capabilities