Case Study: Unum achieves increased qualified leads and 75% faster campaign launches with Sitecore Experience Platform

Employee benefits leader Unum is leveraging Sitecore as a marketing automation solution driving qualified leads to sales teams

Unum, a leading provider of employee benefits, needed to make its Unum US and Colonial Life websites more responsive and relevant for three audiences (employees, employers, brokers) and turn digital marketing into a reliable source of qualified leads. To do this, Unum engaged Sitecore (with partner Verndale) and implemented the Sitecore Experience Platform (XP) plus xAnalytics, EXM and xDB running on Microsoft Azure, integrated with Salesforce via FuseIT’s S4S to link marketing activity to sales.

Using Sitecore, Unum consolidated CMS, email, analytics and CRM integrations, cut campaign launch time by 75%, and improved engagement metrics (increased users, sessions, pageviews and time on page; bounce rates reduced by as much as half). The platform now drives more market-qualified leads into Salesforce for sales follow-up, reduced costs and silos across teams, and gives Unum the analytics foundation to pursue personalization next.

Unum

Daryl Hemeon

Marketing Technologist