marketing cloud: the dawn of the digital marketer

The Dawn of the Digital Marketer Welcome to a new era of marketing

Adam Maris Enterprise Account Executive Marketing Cloud

[email protected] @adammaris

Forward-Looking Statements

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•  Why Salesforce Marketing Cloud

•  Customer Success Stories

•  Customer Journey

•  Demo

•  What is next…

Agenda

Causing the Lines of CRM to Blur  Customer journeys connect sales, service, & marketing

*Transforming Customer Experience: From Moments to Journeys, 2013

Journeys are strongly correlated with business outcomes.

+36% Customer

satisfaction

+15% Revenue growth

+28% Willingness to recommend

+33% Less likely to cancel/churn

<1990 1990s

Events Direct Fax Direct Mail Telephone

1999 2000s 2016 TV Radio Print Display

IM Email Events Direct Fax Direct Mail Telephone

TV Radio Print Display Cable TV Website Search Online Display

IM Email Events Direct Fax Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing

Mobile Email SMS IM Email Events Direct Fax Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web

SnapChat/Poke Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Fax Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/ RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation Pinterest Vine

CHANNEL EXPLOSION

Marketing Cloud Overview Marketing Cloud

 The Salesforce Marketing Cloud

Audience Content Personalization


Ads Web Email Mobile Social Group Messaging

Apps Service

Sales

Community



Apps Service

Sales

Community


Customer Journey


 Engage at Every Step of the Customer Success Journey


Apps Sales Service Community

Our vision and approach to your digital program

The goal is to identify the desired end state we are aiming for as well as where we are now, whilst identifying the steps necessary to get there.

Powering Success in Every Industry

Technology Financial Services & Insurance

3.1B API calls

in a month

100TB stored by a

single customer

21B messages sent

in a month

99.96% product uptime

Travel & Hospitality

Internet & eCommerce

™

Retail/CPG Communications & Media

KLM Leads the Industry on Social Most Socially Devoted Brand (4 quarters in a row) + Digital Marketing NIMA Award Handles 45,000 social mentions weekly, ramping from 20 agents to over 200 Tying social interactions to the customer record, exposed to persers on KLM planes Using paid advertising via agency (Storm) to fill low inventory routes (€25M in 2014 sales)

Room & Board Helps Customers Complete the Room with Predictive Intelligence

“Our goal is to present the customer with content that is relevant, not invasive.”

Kimberly Ruthenbeck, Director of Web Customer Experience, Room & Board

Bridged the gap between online and offline data to optimize Predictive Intelligence algorithms

Incorporates online reviews, in-store sales, and more to deliver highly accurate recommendations

 150% higher conversion rate for customers who engaged with predictive content

Industry: Consumer Products & Retail Segment: GB

Royal Bank of Canada Uses the Marketing Cloud to Connect with Customers  Largest financial institution in Canada with 15 million customers across 51 countries

Needed a centralized view of the customer and provided a way to build and manage custom multi-channel preference center

Leverages the Marketing Cloud to connect with customers through email, mobile, and web

Customer Journey Marketing Cloud

Personas

Samuel Service

Rachel Morris Customer

Andy Associate

Rachel M O R R I S

NTO

Not an NTO Customer

Facebook User

Moving

NTO On Facebook, Rachel encounters a social ad relevant to her interests.

Social Studio

Facebook User

Active Audiences

NTO Rachel clicks on the Facebook AD, shops the NTO website, and chooses in-store pickup.

Predictive Intelligence

Facebook User

Purchase History

NTO


Rachel opts in to receive SMS and email notifications from NTO and receives and offer to download the NTO app which she does.

Email

Mobile Connect

Purchase History

Facebook User

Opt In

NTO

Custom Mobile App

Purchase History

Facebook User

Mobile Number

In App Tracking

Custom Mobile App

Heroku Connect

360° Customer Profile

Opt In

Email Address

 Rachel downloads, opens and explores the NTO consumer app.

NTO  Rachel downloads, opens and explores the NTO consumer app.

Purchase History

Facebook User

Opt In

Email Address

Mobile Number

In App Tracking

Custom Mobile App

Custom Mobile App

Heroku Connect


NTO  Rachel explores the NTO consumer app.

Purchase History

Facebook User

Opt In

Email Address

Mobile Number

In App Tracking

Custom Mobile App

Custom Mobile App

Heroku Connect



Purchase History

Facebook User

Mobile Number

In App Tracking

Custom Mobile App

Custom Mobile App

Heroku Connect


Opt In

Email Address


Purchase History

Facebook User

Opt In

Email Address

Mobile Number

In App Tracking

Custom Mobile App

Custom Mobile App

Heroku Connect



Purchase History

Facebook User

Opt In

Email Address

Mobile Number

In App Tracking

Custom Mobile App

Custom Mobile App

Heroku Connect


Interests and Preferences

NTO

Purchase History

Facebook User

Opt In

Email Address

Mobile Number

In App Tracking

Interests and Preferences

Custom Mobile App

Custom Mobile App

Heroku Connect


 And if she runs into trouble, Rachel can push the SOS button to reach a Service Agent. After exploring the App, Rachel leaves the house to pick up her order.

NTO

Rachel receives a push notification as she nears the store. Rachel has a 20% off coupon, and decides to shop in store before picking up her order.

Purchase History

Facebook User

Opt In

Email Address

Mobile Number

In App Tracking

Geo-Tagging

Custom Mobile App

Custom Mobile App

Heroku Connect


Andy A S S O C I A T E

NTO

Knowledge

Chatter

Actions

Files

360° Customer View


App Cloud

NTO

Integration


 Andy checks Rachel’s “Active Order” for store pick-up and makes product recommendations to Rachel

NTO

App Cloud

Salesforce Connect

 Andy adds Rachel’s new selections to the cart but one item is out of stock. Andy locates the item in a store nearby, and has it shipped to her the next day.

NTO

360° Customer View

 Andy reviews the order with Rachel and a mistake is found in the shipping address. Outdated and incorrect consumer data can be updated on the spot, which traditionally has been a challenge to retailers.

NTO  Andy confirms that Rachel would like to receive an email receipt, and thanks her for coming to the store that day.

Email Receipt

360° Customer View

NTO

SOS Video Chat

 Rachel has a problem with her new purchase. She pushes SOS and a live video chat is started.

Purchase History

Facebook User

Opt In

Email Address

Mobile Number

In App Tracking

Geo-Tagging

Custom Mobile App

Custom Mobile App

Heroku Connect

Samuel S E R V I C E

NTO

Omnichannel Service Console


Transaction History

SOS: Co-Browsing

SOS: Video Chat

Knowledge


NTO

Omnichannel Service Console

SOS: Co-Browsing

SOS: Video Chat

 SOS: Within the omnichannel service console, Samuel sees an inbound SOS request from Rachel.

NTO

Knowledge

 Samuel has a visibility to recalled products with Service Cloud and can easily find the right answers to shopper inquiries using Knowledge

NTO

Survey

 After the SOS call, Rachel receives an email and is invited to respond to a quick survey.

App Exchange Surveys

NTO  Rachel is able to effortlessly offer her opinion on the level of service she received.

App Exchange Surveys

Demo Marketing Cloud

Do you know who your customers are?

Where are they in their journey?

Are you engaging and moving them along the journey?

Are you measuring the impact on your

business goals?

Four Questions

What is next? Marketing Cloud

CU

RR

ENT AWARENESS

•  ….

BROWSE

•  …..

COMPARE

•  ….

PURCHASE

•  ….

FUTU

RE

POST-PURCH.

•  …..

RETENTION

•  …..

LOYALTY

•  ….

AWARENESS BROWSE COMPARE PURCHASE POST-PURCH. RETENTION LOYALTY

ACTIVE AUDIENCES

CLOUDPAGES

DYNAMIC TEMPLATE + CONTENT

TWITTER LEAD GEN. ANNIVERSARY ONBOARDING SERIES

MOBILE RESPONSIVE TEMPLATE

WEB INTERSTITIAL

WEB OPT-IN

RE-ENGAGEMENT

BIRTHDAY

BROWSE RE-TARGETING SOCIAL SHARING

MOBILE OPT-IN MOBILE OPT-IN CART ABANDONMENT

PROGRESSIVE PROFILING

REFERRAL PROGRAM REFERRAL PROGRAM CLIENTELLING

RATINGS & REVIEWS RATINGS & REVIEWS

SOCIAL CONTEST/OPT-IN SOCIAL CONTENT/OPT-IN

POST-PURCHASE STREAM

PRODUCT EDUCATION

PREFERENCE CENTER

SOCIAL DISPLAY ADS

SOCIAL CUSTOMER CARE

SOCIAL LISTENING

MOBILE ALERTS

SOCIAL PUBLISHING

LOYALTY PROGRAM

MOBILE APP ACQUISITION

MOBILE PROMOS

LOYALTY PROGRAM

WIN BACK

GEO-FENCING

GUIDED PREFERENCE CENTER

IBEACONS

NEWSLETTERS

OPT-DOWN

PRODUCT RECOMMENDATIONS

RE-ENGAGEMENT

TRANSACTIONAL COMM + PERSON. PROMO CONTENT

WISH LIST

1. Lines between Sales, Service and Marketing are blurring

2. Customer Journey is key in being successful as a marketer

3. Break down the siloes in your organization and between channels

4. Start mapping out your customer journey

To sum it all up

1. Lines between Sales, Service and Marketing are blurring

2. Customer Journey is key in being successful as a marketer

3. Break down the siloes in your organization and between channels

4. Start mapping out your customer journey

To sum it all up TODAY - raffle in the Keynote room at 16:30

Your feedback is very valuable to us. Fill in this evaluation survey* for a

chance to win an Apple Watch today!

www.bit.ly/EssentialsDXB

*at the registration desks or on your smartphone

TODAY - raffle in the Keynote room at 16:30

Your feedback is very valuable to us. Fill in this evaluation survey* for a

chance to win an Apple Watch today!

www.bit.ly/EssentialsDubai

*at the registration desks or on your smartphone

thank y u