The presentation discusses how to meet customers wherever they are on their journey. It notes that customers expect relevant experiences across multiple digital channels. The key is developing the right customer experience for each individual customer through personalized and dynamic content. The presentation provides an overview of how Sitecore can help deliver great customer experiences through an integrated customer experience platform that includes tools for personalization, segmentation, and automation to deliver contextual experiences across channels. It also discusses how Sitecore can be part of a broader marketing technology ecosystem by connecting to other systems like marketing automation platforms. An example case study is provided on how Sitecore helped W.P. Carey deliver the right customer experience.

1. Crossing Paths: Meet
Customers Wherever
They Are on Their
Journey
Presented by:
Caroline Schmid
Lauren Bennett

2. Crossing Paths: Meet
Customers Wherever
They Are on Their
Journey
Caroline Schmid
VP, Digital Strategy & Demand
Generation, edynamic
caroline.Schmid@edynamic.net
Lauren Bennett
Second Vice President
W. P. Carey Inc.
lbennett@wpcarey.com

3. Time to Meet your Customer but
they didn’t tell you where, when,
why or how

4. 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

5. Sure, we
communicate with
clients
Like most marketers…
you thought if you tried
shouting at everyone, the
right one will somehow find
you

6. But because it wasn’t
relevant, most of them
ignored you or dismissed
you- worst of all, some
even blocked you out
completely.

7. 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: 2015Watermark Consulting study

8. 8
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.

9. 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

10. © 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
MarketerView- 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 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 Event Partner recognize
interest
Engages with prospect
Search delivers
next article

11. DeliveringGreatCustomer
ExperienceswSitecore

12. © 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
12
Know the Customer
 Goals
 Engagement Values
 Consolidated Data
Three Principles of a Great Customer Experience
Integrated Customer
Experience Platform
 SingleView of the Customer
 Experience Profile
 Integration channels
 Connector/Integrators
Contextual
Experiences- Deliver
Experience across
channels
 Segmentation
 Personalization
 Omni-channel
Automation
1
2
3

13. © 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

14. © 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
14
Know the Customer
Understand how people convert on your website
Assign and track engagement value
Goals

15. © 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
15
Integrated Customer Experience Platform
SingleView of the Customer
Native Integration
Connectors

16. © 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
Personalization
Segmentation
Automation

17. SitecoreasPart
oftheEcosystem

18. 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

19. © 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
19
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

20. 20
 Segmentation & Contact
Database
 Subscription Management
 Personalization
 Content Delivery
 Automated Nurture
 Closed Loop Reporting
Implementation of Solution
in Marketing Automation

21. © 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
SEM
CRM
Customer
Data
Marketing
Automation

22. © 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

23. WPCarey
CaseStudy

24. © 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
24
 edynamic andWP 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 GoogleAnalytics 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.

25. © 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
25
The edynamic Process
Digital Vision
Alignment
Customer
Experience
Definition
Contextual
Mapping
Personalizati
on Strategy
Roadmap for
Customer
Experience
High Level
Solution
Architecture
Sitecore
Marketing Suite
Instrumentation

26. © 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- DigitalVision 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 FAs
Increase leads for sales team
Increase opens and clicks (email)
Increase traffic from email to web
Become smarter in various types of prospects
Convert traffic into leads for sales
Measure lead quality- scoring &
Analytics
Email and website impact on the journey
Personalization
Lead Nurture
DigitalVisionAlignment- IdentifiedWP Carey’s strategic themes
and the business and marketing goals

27. © 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
27
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

28. © 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
28
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

29. © 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
29
WP Carey Customer Journey Map
Needs
Values
Wants
Industry
Awareness
1
W.P. Carey
Awareness
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

30. © 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
30
Key Performance Metrics

31. © 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
31
Know your Client
Rules based on
Unknown Visitors
Explicit
Predictive
Personalization based
on Known Visitors
Implicit
Industry
Awareness
1
W.P. Carey
Awareness
2
Evaluation
3
Conversion
4
Development
5 6
Maintenance
Database

32. © 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
32
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

33. © 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
33
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 Eloqua
Provide 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

34. © 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
34
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 1
DescriptiveAnalytics
Phase 2
ActionableAnalytics
Phase 3
PredictiveAnalytics
Common Data Key
Contact ID & ProspectType
Scoring Model System integrations
Optimize current infrastructure
w Prospect type in GA, Eloqua
& SFDC
System of Record DataWarehouse
Segmentation in GA Optimization Completely integrated
ecosystem

35. © 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

36. © 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

37. 37
Unsubscribe rates fell by 50%
Unique click-through rates increased by 26%
FinancialAdvisors that engaged with Marketing campaigns – were 3x more likely to
sell a fund
FinancialAdvisors who have sold one or moreWPC 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

38. Next steps/Resources
38
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

39. FOR DISCUSSION PURPOSESONLY. 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.