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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! Speakers: Jason Belland, Senior Associate Director, Online Media and Technology, Columbia Business School Jason Belland currently serves as Senior Associate Director of Online Technology at Columbia Business School Executive Education. His career in higher education spans 13 years, during which he has led innovation on projects including distance and online learning, CRM implementation, and website management. Jason speaks and consults internationally on the role of IT in delivering customer relationship management solutions to organizations. Gordon Evans, VP of Marketing, ExactTarget Marketing Cloud, salesforce.com Gordon Evans is the VP of Product Marketing for the Salesforce ExactTarget Marketing Cloud, where he and his team are responsible for messaging, positioning and go to market strategy. In the past eight years at salesforce.com, Gordon helped build salesforce.com’s award-wining public relations and social media teams, and launched some of the company’s most exciting initiatives, including the AppExchange and Force.com. Gordon has more than 20 years of experience in enterprise software and cloud computing product marketing, social media and PR, and has held a variety of positions at Epiphany, Digital Island and Novell.
Citation preview
Marc Benioff Chairman & CEO
/Salesforce.comFoundation
@SFDCFoundation
Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Enterprise Cloud Computing Market Share
#1 World’s Most Innovative Company 2011, 2012, 2013
#1
Market Leader: Enterprise, MidMarket, SMB & Sales Force Automation
#1
#1 in Enterprise Cloud Computing & CRM
1% Time Equity
Product
588,000+ Hours
Service
$55M+ Grants
20,500+ Non-profit
Organizations
1/1/1 Model Adopted by
Become A Connected Campus: Connect With Your Students in a Whole New Way
Connected Faculty/Staff
Connected Careers
Connected Alumni
Connected Devices
Connected Students
Featured Presenters
Sandra Sanvido Director, HE Marketing
Salesforce.com Foundation
Gordon Evans VP, Product Marketing
Salesforce.com
Jason Belland Sr. Assoc. Director of Online Technology
Columbia Business School
Gordon Evans VP Product Marketing @gordonevans
Your Students & Alumni
Cloud . Social . Mobile . Connected
Sales Cloud Service Cloud ExactTarget Marketing Cloud AppExchange
Salesforce1 Platform APIs
Salesforce1 Mobile App
Salesforce1 Platform Services
Force.com Heroku1 ExactTarget Fuel
Salesforce1: A New Platform for the Future
Plan, personalize & op/mize the student & alumni journey
Build a single view using data
Deliver personalized content on every channel
Plan Optimize Personalize
Manage the Entire Journey from Simple to Complex
Identify Lifecycle Touch Points
Personalized Enrollment Email
Athletic Event Reminder SMS Alert
Alumni Fundraising Campaign
Transaction Confirmation for Tuition Payment
Campus Welcome SMS Alert
The World’s Most Powerful 1:1 Digital Marketing Platform
Customer Data Platform Scalable platform for aggregating & accessing customer data
No Limits on Data Storage Any Source Data, from Anywhere Interactive, Visual Data Modeling
Unique, Individual Preference Profile Content, Product, Offer Automation Real-time, highly personalized interactions
Predictive Intelligence Automatically predict and deliver the next best offer, product or content for every customer in real-time
Intuitive, drag & drop interface
Cross-channel
Real-time analytics
Random, multivariate split testing
Marketing Automation: Journey Builder Create personalized, automated customer journeys
Simple data connection model
Complete view in Salesforce
Highly personalized communications
Salesforce Integration Leverage CRM data to segment & target across all channels
Using Salesforce.com for the Single View
Lead or Contact
Campaign or Report ExactTarget
Marketing Cloud
Email Internet Service Provider (ISP)
Subscriber Takes Action
(Open, Click, Bounce, Forward to Friends, etc.)
Subscriber Actions Updated to SFDC Lead/Contact and Aggregate Level for Bulk
Sends (Open, Click, Bounce,
Forward to Friends, etc.)
The World’s Most Powerful 1:1 Digital Marketing Platform
Email Trusted leader in Email used by over 10,000 customers worldwide
Easy-to-use content, personalization, and testing tools Fast, highly scalable platform No scheduled downtime ISP reputation management, delivery tools, and mobile preview
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SMS and push notifications
Location-triggered messaging
Responsive design
Advanced targeting
Mobile Reach your audience wherever they are and however they choose
Actionable visual insights Interactive, in-stream publishing Advanced workflow capabilities
Social Listen, publish, and engage across all social channels
Self-service across Twitter and Facebook
Easy-to-use advertising creation tools
Reporting and analytics across multiple metrics
Advertising Buy & optimize media at scale, creating custom audiences for ad targeting
Web Experiences Turn static websites into highly interactive, personalized experiences
Websites and landing pages Web behavior tracking and triggers Predictive, personalized content Guided selling tools
HubExchange The app marketplace for marketers, by marketers
Industry-leading marketing apps Browse, search, drop and go Enterprise distribution controls
The World’s Most Powerful 1:1 Digital Marketing Platform
Clemson University brings social media into the classroom Embraced 21st century change by modernizing curriculum Adopted state-of-the-art Social Media Listening Center Innovative group projects & interdisciplinary research Stock market prediction rate of 77% (up 784% in 7 weeks)
We are early-‐-‐possibly the first-‐-‐academic adopters of this technology and approach. -‐ Jim BoCum, Chief Informa/on Officer, Clemson University
Thunderbird School of Global Management Wanted to gather relevant information from both prospective students and alumni
ExactTarget Marketing Cloud developed a custom profile center to nurture prospective students and alumni while also attracting donations
Improved value to prospects and graduates through relevant messaging
Ivy Tech Community College
One of the nations’s largest statewide community colleges with single accreditation Needed to streamline communications to prospective and returning students Developed automated cross-channel journey to deliver customized materials
Demo
2008 Email marke/ng was a small part of marke/ng mix, largely comprised of email newsleCers and broadcast messages 2014 Email marke/ng at founda/on of marke/ng efforts, complemen/ng other channels are more focused on tailored communica/ons
Changing expecta/ons
Building a Founda/on • Website inquiries • Program survey data • ACendee interests / purchase history • Sales conversa/ons
Deliverability
Deliverability
A/B Tes/ng
Dynamic Content
Referral/Upsell
Data-‐Centric Editorial Choices
Repor/ng
Results • A/B Tes/ng has allowed for data-‐centric analysis of campaigns, leading to
more effec/ve messaging with higher click through and open rates
• Exact Target plaZorm and support has provided significant gains in email deliverability
• Customers can manage their rela/onship with us, choosing how they want to hear from us and about which topics
• Integra/on with Salesforce means that Sales and Marke/ng are now connected, not opera/ng on separate channels
• Dynamic content has allowed more personalized emails at the center of our campaigns, augmen/ng our broadcast messages
Next Steps
• Automa/on with Journey Builder technology
• Op/mized social integra/on
• More personaliza/on
