1. Track: Personal Transformation & Growth#CNX14#CNX14What the Winners are DoingHow Smart Brands Drive New andRepeat Sales by Delivering a GreatCustomer Experience

2. Track: Personal Transformation & Growth#CNX14Welcome!Joel BookPrincipal, Marketing InsightsSalesforce ExactTarget Marketing Cloud@JoelBook 3. Track: Personal Transformation & Growth#CNX14@JoelBook 4. By 2019, CMOs predict: Digital marketing will accountfor more than 75% of themarketing budget. Campaigns will unfold in realtime, depending on theindividual needs and intentsof each customer acrossevery device and channel.Source: Accenture Interactive - 2014 CMO Insights 5. Gartner predicts that, by2017, the CMO will have alarger IT budget than theCIOSource: Gartner, Inc., Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update, April 29, 2014 6. Track: Personal Transformation & Growth#CNX14@JoelBook 7. TheConnectedConsumerMore Informed.More Empowered.More Demanding. 8. RetailWebsiteSearchSocialCustomer ServiceMedia/ PromotionsOther SitesAppTHECONNECTEDCONSUMEROmni-Channel Engagement 9. ConnectedStoresConnectedCall CenterConnectedAssociatesConnectedProductsConnectedCommunitiesOmni-Channel EngagementRetailWebsiteSearchSocialCustomer ServiceMedia/ PromotionsOther SitesAppConnectedDevicesTHECONNECTEDCONSUMER 10. 82% of onlineshoppers usethe Internet toresearchproducts frommulti-channelretailers.Source: UPS, comScore and the e-tailing groupPulse of the Online Shopper" June 2014 11. of US onlineshoppers are willing toshare personalpreferences to receivemore relevant offers.Source: Harris Interactive, January 2014 12. ofconsumers relyon socialnetworks toguide theirpurchasedecision.Source: SproutSocial, 2014 13. ofconsumers trust theopinions andreviews postedonline by otherconsumers.Source: Nielsen: Global Trust in Advertisingand Brand Messages September 2013 14. of USconsumersare emailsubscribers.Source: ExactTarget Marketing Cloud 2012 ChannelPreference Report 15. prefer emailfor promotionalcommunications.prefer emailfor servicecommunications. 16. Consumers are Mobile First51% of emails are beingread on a mobiledevice.Source: Return Path 201472% of US mobile phoneusers are smartphoneowners.Source: ComScore 2014 17. MOBILEThe Power Tool of theConnected ConsumerShopping 18. Mobile is ChangingTV Advertisingof the US TVaudiencewhenwatching TV.explore relatedcontent or tied tothe content or advertising(aka Meshing)Source: Millward Brown Digital - AdReaction 2014 Marketingin a Multiscreen World 19. By 2018, 58% of the USpopulation will accessthe Internet via aconnected TV.Source: eMarketer, June 2014 20. Track: Personal Transformation & Growth#CNX14@JoelBook 21. Marketing has become a 24/71Job to Engage, Influence andServe ConsumersThrough Onlineand OfflineChannels 22. Consumersexpect personal,relevant andtimely . . .- Offers- Information- Service 23. The Stakes are High54% of consumerswould consider endingtheir loyalty relationshipwith a brand if they werenot given tailor-made,relevant content & offers.Source: CMO Council 24. Marketing,Selling &CustomerServiceFunctions areConverging!2 25. CRM and advertisingare coming together inone-to-onemarketing.-Twitter CEODick Costolo(1/8/14) 26. Brands Must Integrate the CustomersShopping, Buying and Usage ExperiencesThe Customer Life CycleBusiness Getting Business Keeping 27. JourneyManagement3is the key todelivering a greatCustomerExperience 28. Customer Journeys span all stages of the CustomerExperience, from buying the product to actually using itSource: McKinsey & Company, 2013 29. Journey Management Drives Results Increases revenueby up to 15% Improves customersatisfaction 20% Lowers the cost toserve by up to 20%Source: McKinsey & Company, 2013 30. Track: Personal Transformation & Growth#CNX14@JoelBook 31. First Midwest Bank uses email todeliver relevant offers, informationand service tailored to thecustomers geographic location,recent interactions, and bankinghistory.Since implementing this strategy in2012, the bank has racked upimpressive results, including: 80% savings in direct marketingspend 600% increase in product offerconversion 32. Volvo Construction Equipmentuses Active Audiences fromExactTarget to build a socialprofile of its best customers.Facebook uses this profile toidentify individuals who fit theideal profile of a potential buyer.Volvo uses paid social ads toengage these individuals anddrive them to the Volvo websitewhere they are converted toemail subscribers. 33. Volvos Remarketing ServicesEmail generates leads that helpdealers sell used constructionequipment 34. Volvo CE Lead Management WorkflowInformation RequestExactTarget integration with CRMsystem enables Volvo sales reps totrack leads, manage opportunitiesLead report sent viaExactTarget to Volvosales repPersonalized Thank Youemail sent via ExactTargetto customerDataCleansingLead ScoringData Integration in CRM 35. Volvo Construction Equipments digitalmarketing solution helps dealers to sell$100 million dollars worth of new andused equipment each year. 36. BTR Gets Personal!BTR Sends Over 2.5 Million UniqueEmail Versions Daily! Based on individual shopping behaviour Relevant products; Preferred brands BTR learns what customers like and want Not what they DONT want Products, offers, price points, messaging*Personalization Provides a 12-18% Revenue Lift! 37. Beyond the Rack uses MobilePushto send daily push notifications tomembers notifying them of thespecial sales for the day.Results 60% of Beyond the Rack mobile appdownloaders have opted-in to receive pushnotifications. 75% of Beyond the Rack mobile appdownloaders have signed into their account inthe mobile app, allowing Beyond the Rack tocreate a single view of the customer. 38. BTRs Responsive Designed EmailIncreased CTR by 18% 39. Charles BestFounder & CEODonorsChoose.org 40. In 2013, DonorsChoose.org Teamed with Warby ParkerEach buyer of a special limited edition ofWarby Parker sunglasses received a $30gift card to benefit the school of thebuyers choice. 41. DonorsChoose.organd Warby Parkerpromoted theircrowdfundingcollaboration throughemail delivered to theirsubscribers.150 schoolsreceiveddonations!Warby Parker Email DonorsChoose.org Email 42. To Date, DonorsChoose.org Contributors have CrowdfundedMore than 450,000 School Projects 43. Email Subscriber Acquisition ProcessOnline /SocialDigital CPLDMWebsiteEvents /ReferralsPartnershipsLead Nurturing StreamDatabaseLeadCapture&Preferences/ProfilesCONVERSION FUNNELWelcomeEMDMLeadScoring &Identification(Persona,High Value,& Class Code) 44. Personalized Email Series Welcomes New Subscribers 45. Pre-CruiseCruisePost-CruiseHoneymoonEngagementShoppingLoyaltyRoyal Caribbeans Pre-Cruise Emails Enhance the ExperienceMy Time Dining Sent 14-89days before departureShore Excursion Sent 3-120days before departureYou Set Sail Sent 15-30 daysbefore departureRoyal CaribbeanLife Cycle Email Strategy 46. A Digital Marketing Success Story 47. Were using technology that enables richone-to-one relationships. Our entirecompany is built around making everyinteraction feel human.Mobile Apps Keep Trunk Club Customers & Employees Connected Trunk Club runs its personalized clothing service businessentirely on Salesforce and the ExactTarget Marketing Cloud Employee mobile app gives stylists insight into membersdressing style, brand preferences, and sizes Integrated sales, service & marketing provides unified view of thecustomerMember App Stylist App- Brian Spaly, CEO 48. Track: Personal Transformation & Growth#CNX14@JoelBook 49. NOW SERVING1SERVINGhas becomethe newSELLING 50. The 1to1 Marketing ParadigmUnderstand the needs andexpectations of individual customersand use that insight to personalize andoptimize every interaction acrossonline and offline channels. 51. The 1to1 Marketing ParadigmUnderstand the needs andexpectations of individual customersand use that insight to personalize andoptimize every interaction acrossonline and offline channels. 52. The 1to1 Marketing ParadigmUnderstand the needs andexpectations of individual customersand use that insight to personalize andoptimize every interaction acrossonline and offline channels. 53. The 1to1 Marketing ParadigmUnderstand the needs andexpectations of individual customersand use that insight to personalize andoptimize every interaction acrossonline and offline channels. 54. Track: Personal Transformation & Growth#CNX14Thanks!Joel BookPrincipal, Marketing InsightsSalesforce ExactTarget Marketing Cloud@JoelBook