CASE STUDY

Safeco Insurance powers personalized broker journeys

Leading insurer integrates Sitecore and Salesforce to transform agent experience and revenue while reducing internal costs and complexity
Project brief

Connecting systems for connected agent experiences

Protecting individuals and families since 1923, Safeco Insurance, a Liberty Mutual company, works in a broker model through independent agents. But communication with these agents was hampered by a web solution that lacked personalization and dynamic content. What’s more, data silos created disparities between brokers’ web-portal experiences and Safeco email content.

At Dreamforce 2019, Ashlee Lochbaum, Marketing Technology Strategist for Safeco, revealed how her team integrated Salesforce and Sitecore for deeper customer insight and tailored communication.

Capabilities

XP

Tech Stack

Salesforce

About

Safeco Insurance

North America

Financial Services

CHALLENGE

Enable personalization and dynamic content

  • Eliminate data silos
  • Increase agent alliances through consistent experiences
SOLUTION

Solutions used

OUTCOME

Increased independent agent engagement and brand awareness

Sitecore and Salesforce provided the missing link. Safeco built a data lake to pass data among the three applications, Sitecore Experience Platform, Salesforce Marketing Cloud and Salesforce Sales Cloud. Now Safeco communications align across email, web, and social media channels, with dynamic and personalized content. The solution eliminates the need for manual data integration and unleashes the full marketing automation power of Salesforce Marketing Cloud.

  • Fully automated customer journey
  • Cross-channel engagement
  • 33% increase in engagements than previous highest ever month
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What they said
In my opinion, Sitecore, Salesforce Marketing Cloud and Salesforce Sales Cloud together are the Holy Trinity of marketing automation, and I've found there is very little you cannot do with these three applications combined.

Ashlee Lochbaum

Marketing Technology Strategist

Safeco Insurance