Lockton

How we helped the largest independent insurance broker improve email deliverability and their customer experience by creating an integrated sales and marketing solution on Salesforce.

Lockton

Company Profile

Company: Lockton
Industry: Insurance
Company Size: 470 Users
Location: UK
Salesforce Products Used: Sales Cloud, Marketing Cloud Account Engagement

Company Summary

Lockton is the world’s largest independent insurance broker, providing a wide range of risk management, insurance, and employee benefits solutions. Founded in 1966 and headquartered in Kansas City, Missouri, Lockton has grown to operate in over 140 countries with more than 11,000 Associates.

Challenges

  • Lockton’s existing marketing automation contract was coming to an end
  • Marketing automation platform did not integrate well with Salesforce
  • There were issues with email deliverability to key customers

Engagement Summary

Lockton had been using an alternative marketing automation platform for 3 years. During this time Lockton’s sender score was decreasing, causing deliverability issues and raising concerns . The marketing team then started evaluating a migration to Account Engagement, and Nebula was approached as the implementation partner for this project. To solve some of these challenges, Nebula engaged with the customer to carry out a detailed discovery process to provide a comprehensive solution design. Following this, Nebula implemented:

  • A robust consent management process
  • Processes for data capture and migration which follow the relevant governance procedure
  • Best practices on email sending to improve deliverability
  • Connector settings configured to streamline processes

Solution

  • Nebula’s ‘Auto-convert’ package developed in house has been implemented to convert Leads to Contacts and link the record to the relevant Account
  • Effective Lead Management process implemented
  • Enabling Engagement History features to support reporting needs
  • Worked with Lockton on an IP Warming Campaign to improve their sender reputation
  • Reviewed and shared recommendations for better data practise to increase email deliverability

Customer Outcomes

  • Seamless integration with Salesforce and introduction of the Lead object
  • Improvements in email deliverability
  • Migration of existing campaigns, particularly landing pages, from previous marketing automation platform allowing consistent branding across assets
  • Empowered users to use the new platform

Customer Testimonial

We had the pleasure of working with Nebula Consulting to implement Account Engagement. From start to finish, Nebula’s team displayed a deep understanding of the Salesforce ecosystem and how we could utilise our new tool with discovery workshops right through to implementation. A key highlight included seamlessly integrating Account Engagement with our CRM, dramatically improving our email deliverability and overall marketing efficiency. Nebula helped streamline our processes and also and set us up for long-term success by ensuring we have actionable data to drive business decisions. Nebula’s support throughout the project was excellent and we look forward to working with them in the future.

Jason Neuman, Head of Digital Marketing | Vice President

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