marketing cloud - partner office hour (august 11, 2015)
TRANSCRIPT
Need to shift away from CPM & want to accelerate ACV Reasons for the repackaging project
Repackaging Objectives
• First Objective: Avoid future value attrition from CPM declines by monetizing the editions/contacts
• Second Objective: Accelerate ACV through simpler packages/pricing
• Third Objective: Help target buyers identify the packages they need
Current Packaging Issues
• Current ACV driven by email volume • 400 SKUs, but 64% of ACV
from a single SKU (“Email Volume”) • Platform pricing based on email
volume
• Email prices declining (~15% annually)
• Current packages don’t reflect buyer needs
• Different buyers across channels
• What needs to be addressed to shift value from messaging?
The rollout of the New P&P has been successful
Pilots – 40 closed-won pilot deals by May 1st, 2x target
Transition of New Business - steady growth, May (36% New Biz ACV, 29% deals), June (90+% New Biz ACV, ~50% deals)
Sales Metrics (ACV, Avg. Deal Size) – Improving, not showing adverse impact
Packaging – Editions are well-received by AEs & customers “Packages make the process of selling easier. Fewer SKUs is a good thing” - AE “Having the appropriate level of functionality included automatically is terrific” - Customer
Marketing Cloud: steps for packaging & pricing 4 easy steps to identify the right Marketing Cloud solution for your customer
Discovery & Assessment
1
Pricing
4
Editions
2
Enterprise)Edi+on)
Corporate)Edi+on)
Pro)Edi+on)
Basic)Edi+on)
UPGRADE)PATH)
Capacity & Add-ons
3
Personalized
Promotional Email Marketing
$400/ mo
Marketing Cloud Editions
Basic Pro Corporate Enterprise
Personalized Marketing
Automation and 1:1 Email Journeys
$1,250/ mo
Cross-Channel
1:1 Customer Journeys
$3,750/ mo
Flexible Controls To
Manage Journeys Across Brands & Geographies
$25K/ mo
BASIC BATCH & BLAST EMAIL BEST IN CLASS EMAIL CROSS-CHANNEL JOURNEYS COMPLEXITY (USERS, BRANDS/BUs, REGIONS)
Mul
ti S
ingl
e
Low
Cha
nnel
s
High Sophistication
Basic Edition (basic batch & blast email)
Professional Edition (best in class email)
Corporate Edition (cross channel journeys)
Enterprise Edition (complexity with users, brands/BUs, regions)
How they align to a customers digital maturity
Subscriber profiles Drag & Drop segmentation
Dynamic Content & Personalization Sales Cloud / Service Cloud integration
Mobile / web email templates Content canvas
Campaign landing pages
For email marketers who need basic personalized promotion messaging Basic Edition
Our emails should be optimized for mobile and desktop experience. Ideally using templates to avoid reinventing the
wheel!
I need a more efficient way to manage my customer segments and send personalized message.
Pricing starts at $400/month
Alek Karen Marketing Designer Marketing Specialist
Seed and grow strategy
We’re just getting started with our digital strategy, but we plan to invest heavily and grow this capability over
time.
For enterprise marketers who want best-in-class segmentation and automation for targeted email marketing journeys
Pro Edition
Roger Marketing Manager
Justin Digital Specialist
==
Integrate various content and data sources, including Sales & Service data, into
marketing campaigns
Predictive data sources such as website behavior (online), purchase history (offline) to serve up content that a customer may find more valuable.
==
I want to trigger personalized emails based on my subscriber list and
point of sale data.
I want to improve my click rate from emails by serving up relevant content
the customer is likely to take action on!
Automation studio to automate workflows and campaigns
Automate email prep and send processes to allow me to do more without expending my
resources.
Predictive web allows businesses to customize the
content on their website based on the customers behaviors
I want to improve my conversation rate on my
eCommerce website
Corporate Edition For companies that want to create personalized 1:1 cross-channel journeys
Trisha Roger Digital Manger Director of Digital Marketing
Cross-channel Email, Mobile, Web
Journey builder We are exploring other ways to engage without customers beyond email
I want to send my customers targeted messages across
the lifecycle
Enterprise Edition For enterprise marketers who want to create cross-channel journeys that span multiple brands, geographies, and complex orgs
Trisha Roger Region Marketing Leader CMO
Justin Head of Digital Marketing
Business Units Integration on single
platform
Ability to centralize or decentralize decision making & execution
Audience builder to create targeted segments using data from any source in
real time
I want the content from corporate but I need to
customize the digital experience for customers in my region!
It ‘s too complicated to quickly identify
customers in segments we want to target
We need to increase revenue by 10% with cross selling across
businesses.
EDITION Basic Pro Corporate Enterprise
Segment Email Marketer Single Channel Multi-Channel Journeys Complex Org
Platform Fee ($/yr) $4,800 $15,000 $45,000 $300,000
Included Contacts N/A 15,000 45,000 500,000
Included Super Messages 250,000 2,500,000 10,000,000 150,000,000
Limit: API Calls 0 2,000,000 6,000,000 200,000,000
Limit: Automations n/a 15,000 45,000 100,000
Limit: Data (GBs) 1 15 45 100
Included Users 5 15 45 100
Additional Contacts N/A $0.10/Contact $0.20/Contact $0.30/Contact
Additional Super Messages Tiered CPM Rate Tiered Discounted CPM Rate
Tiered Discounted CPM Rate
Tiered Discounted CPM
Rate
Marketing Cloud Editions Capacity included in each edition
Focus on the best fit for the needs of your customer Editions are designed to meet needs of customer’s in all segments; seed and grow!
Basic
47%$
4%#
Pro
42%$
44%#
Corporate
10%$
24%$
Enterprise
28%$
Estimated % customers
Estimated % AOV
Journey Platform
Connected experiences, custom apps & activities
Predictive Intelligence
Make every experience 1:1
Services, SIs & ISVs
Enable customer success
Scalability & Infrastructure
Scale & deliver campaigns reliably
Unified Social Capabilities Listen. Publish. Engage. Care.
Customer Successes
The Packaging Highlights our Competitive Differentiators
Email Volume
Single Product (plus add-ons)
Contact Volume
Basic Standard Enterprise
(plus add-ons)
Email Volume Contact Volume
Number of Channels Standard Premium Ultimate
(plus add-ons)
Email Volume Contact Volume
Single Product (plus add-ons)
Our new packaging aligns with market trends How Do Our Competitors Price and Package?
Marketing Cloud: steps for packaging & pricing 4 easy steps to identify the right Marketing Cloud solution for your customer
Discovery & Assessment
1
Pricing
4
Editions
2 Capacity & Add-ons
3
Pick the right edition, then consider additional capacity & features 90% of customers will need additional contacts, 50% will need more super messages
Contacts Does the customer need more contacts?
Super Messages Does the customer need additional super messages?
Pick the right edition, then consider additional capacity & features Other edition add-ons to consider
Edition Limits Does the customer need more APIs, users, automations, storage?
Customer Success Does the customer need Premier or additional services?
Features Does the customer need additional features?
Enhance other digital investments your customer is making Other products that will be valuable to your customers
Social studio Listen, analyze, publish and engage on social channels
Social.com Social adverting management across Facebook, Twitter and LinkedIn
Active Audiences Activate your data to power customer journeys through advertising
Assess how much value is created & next best alternative, then price accordingly Value based selling
Source: ETMC price lists
0
50
100
150
200
250
300
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Willingness To Pay
Customer
Old Pricing with a la cart SKUs Limited ceiling to sell value
New Pricing with Editions Bigger ceiling to capture value
Available to Partners Resources
• Marketing Cloud Editions Comparison Doc (Client Facing)
• Marketing Cloud Deal Calculator (Internal)
• SKU Mapping Doc (Internal)
• P&P Enablement Training Deck
Marketing Cloud Office Hour: Pricing and Packaging 8/11/15 9 a.m. PDT / 12 p.m. EDT / 4 p.m. GMT
Marketing Cloud Office Hour: Return Path 8/18/15 9 a.m. PDT / 12 p.m. EDT / 4 p.m. GMT
Marketing Cloud Office Hour: Email Product Update on Tokenized Sending 9/1/15 9 a.m. PDT / 12 p.m. EDT / 4 p.m. GMT
See the full list here: http://sfdc.co/bObfBj
These are listed on the Partner Community calendar every Tuesday! Upcoming Office Hours