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By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You’ll leave this session inspired to create stronger more meaningful connections with your constituents!
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Creating Stronger Connections Using ExactTarget Marketing Cloud
Jason Belland Senior Associate Director, Online Technology Columbia Business School
@jasonbelland
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Columbia Business School Executive Education • Helping executives do great work, even better • Connecting with 3,000 customers annually in executive programs
• Triple Bottom Line
• Funding Columbia’s research and development activities • Engaging faculty in today’s business challenges • Sharing thought leadership with a global audience
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Our Team • Integrated Sales, Marketing, and IT initiatives • Cross-functional mindset • Dedicated marketing copywriter for web and email • Web developer focused on email campaigns and web updates • Salesforce admin building workflows, reports and dashboards
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Our Customers • Executives from around the globe • Looking to accelerate career development • Interested in learning that is applicable to today’s challenges
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
“You guys send too much SPAM.”
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
What Happened?
Changing Expectations Creating Stronger Connections Using ExactTarget Marketing Cloud
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• 2008 • Email marketing was a small part of marketing mix, largely comprised of email newsletters and broadcast messages
• 2014 • Email marketing at foundation of marketing efforts, complementing other channels are more focused on tailored communications
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Building a Foundation • Collecting the right information • Sharing data across the organization • Creating messages that matter to each customer
• Salesforce + Exact Target • Integrated approach to marketing • Useful metrics to drive decision-making • Focus on deliverability so our message is heard
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Collecting Customer Data • Website Inquiries • Program Survey Data • Participant interests and purchase history • Sales conversations
• Leveraging Resources to Anticipate Needs • Customer demographic and behavioral data • Columbia Ideas at Work • Faculty Twitter feeds
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Email Campaigns
Deliverability Creating Stronger Connections Using ExactTarget Marketing Cloud
A/B Testing Creating Stronger Connections Using ExactTarget Marketing Cloud
Dynamic Content Creating Stronger Connections Using ExactTarget Marketing Cloud
Referral Campaigns Creating Stronger Connections Using ExactTarget Marketing Cloud
Post Event Follow-up Creating Stronger Connections Using ExactTarget Marketing Cloud
Metrics
Data-Centric Editorial Choices Creating Stronger Connections Using ExactTarget Marketing Cloud
Reporting Creating Stronger Connections Using ExactTarget Marketing Cloud
Results
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Business • Data-centric approach leads to more effective messaging, higher CTR • 20% of web traffic driven by email campaigns • Integration with Salesforce connecting Sales and Marketing • Revenue growth ahead of expectations
• Customers • More participants in executive programs than ever before • High touch, personalized customer service • Greater connections to ideas at the center of business
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Roadmap
Marc Benioff Chairman & CEO
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Journey Builder • Sales automation to better assist customers • Behavioral tracking to understand customer needs
• Social Studio • Better syncing of social activities across organization • Integrated approach to social, email, and sales
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Questions
Jason Belland Senior Associate Director, Online Technology Columbia Business School
@jasonbelland
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