leveraging a single view of the customer for stellar marketing
TRANSCRIPT
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Leveraging a Single View of the Customer for Stellar Marketing
October 23, 2014
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Webinar Recap 4 types of Youtility for Engagement:
1. Self-Serve Information: Relationships are
created with information, not just people 2. Radical Transparency: Trust is the prism
through which all business success must pass (even post-sale)
3. Humanity: The best way to keep your customers is to make THEM the stars
4. Real-Time Relevancy: Long-term engagement is all about transcending the transaction
Youtility: Why Smarter Marketing is about Help, not Hype
President | Convince & Convert @jaybaer
Jay Baer
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Webinar Follow-up Watch your inbox! Presentation will be recorded and shared in a follow-up email.
Power the Customer Journey Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
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Speakers
Senior Marketing Consultant
Salesforce Marketing Cloud
@smorrison0
Sean Morrison Marketing Consultant
Salesforce Marketing Cloud
@laurylkitson!
Lauryl Kitson Principal Product Marketing
Manager
Salesforce Marketing Cloud
@JimEup!
Jim Eup
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58% Faster
Deployment
5B Smartphones
by 2017
Mobile
1T Connected
Sensors
Social
50B Connected Products
Connected
4.5B Aggregated
Users
A Whole New Way to Engage Customers
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Connected Customers
Web Store Community Email Social Mobile Product Stadium
Connected Partners
Connected Employees
Connected Experiences
In the Internet of Customers Companies Create 1:1 Experiences
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Contact Builder
App Data"Leverage information from any app for any contact.!
Data Management Tools! Personalized Content in Any Channel!360° View of the Customer!
Lists, Groups, and Filters"Use contact-specific information
for filtering and segmenting.!
Data Designer"Define demographic & behavioral information about your customers.!
!
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1. Choose identifier (and stick with it) 2. Think Cross-Channel 3. Create Value in Creating Linkages
Put the Data Together:
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Privacy Concerns • People are 5X more likely to share
phone numbers and email addresses than social media connections
0%
10%
20%
30%
40%
50%
60%
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Identifier Checklist • Will someone share it?
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Identifier Checklist • Will someone share it?
• Is it something useful?
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Identifier Checklist • Will someone share it?
• Is it something useful?
• Can it be used in multiple channels?
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Identifier Checklist • Will someone share it?
• Is it something useful?
• Can it be used in multiple channels?
• Is it unique to the customer?
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1. Choose identifier (and stick with it) 2. Think Cross-Channel 3. Create Value in Creating Linkages
Put the Data Together:
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Social Integration • Badges are earned for
shopping and saving. No check-in required.
• Friends’ badges, purchases and savings are displayed (linked via Facebook)
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Social Networks
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1. Choose identifier (and stick with it) 2. Think Cross-Channel 3. Create Value in Creating Linkages
Put the Data Together:
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Social Integration • Automated shopping via your
Twitter stream
• Create value in creating linkages
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1. Active Audiences Case Study 2. Create Cross-Channel Experiences 3. Build Value in B2B Interactions
Leverage the Data:
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Learn More 1. Coordinating Channels blog post http://exacttarget.com/blog/active-audiences-research
2. Facebook IQ blog http://insights.fb.com/category/industry-research
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1. Active Audiences Case Study 2. Create Cross-Channel Experiences 3. Build Value in B2B Interactions
Leverage the Data:
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Opportunities to Create Great Experiences
1. Dynamic Content in Email 2. Online Merchandising 3. In-store Client-telling 4. Product Matching
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1. Active Audiences Case Study 2. Create Cross-Channel Experience 3. Build Value in B2B Interactions
Leverage the Data:
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Subject Line: Webinars
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Questions? This presentation was recorded and will be shared with all participants via email
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Mark Your Calendars for Upcoming Webinars
REGISTER: h*p://pages.exac*arget.com/thefutureisnow
November 11th Cost of the Customer: 5 ways to Personalize Your Customer Experience
November 20th Leveraging Customer Experience to Retain and Re-‐engage Customers
Power the Customer Journey Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
#ETWEBINARS
Thank You This presentation was recorded and will be shared with all participants via email