Embed Size (px)
Citation preview
Marketing to the Power of ONE!New Rules for Engaging The Connected Consumer
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook 1
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.
Use to introduce a
demo, video, Q&A, etc.
of marketers plan to increase or maintain digital marketing spending in 2015. Source: Salesforce Marketing Cloud - 2015 State of Marketing
By 2019, CMOs predict digitalmarketing will account for more than 75% of the marketing budget.
Source: Accenture Interactive - 2014 CMO Insights
Use to introduce a
demo, video, Q&A, etc.
The New Consumer
More Connected.
More Informed.
More Demanding.
of US consumers use the Internet to research products.Source: UPS, comScore, & The e-tailing Group
“Pulse of the Online Shopper" 2014
of shoppers already know what product they want to buy before ever entering a store. Bazaarvoice: "Social Trends Report 2013"
of the B2B buying cycle is complete before the buyer ever engages Sales. Source: Sirius Decisions
Smartphones and Tablets have surpassed Desktop and Laptop PCs as the leading devices
consumers use for product research.
Source: Nielsen - "Mobile Path to Purchase: The New Shopper Mindset” June 2014
Source: Ipsos Observer
of US mobile device users prefer Mobile Push notifications for: Appointment Reminders
Account Transactions
Special Offers
Upcoming Sales
Order Updates
Proximity Marketing is Localizing Consumer
Engagement
Beacons + Bluetooth technology turn a consumer's location into a real-time messaging opportunity.
30% of smartphones are enabled to connect to beacons today. That number is expected to grow to 80% in the next 15 months!
Source: Forrester, January 2015
2.3 Billion Social Media Users by 2017!
of consumers rely on social networks to guide their purchase decision.Source: SproutSocial, 2014
of consumers trust the opinions and reviews posted online by other consumers.Source: Nielsen: “Global Trust in Advertising
and Brand Messages” – September 2013
of US consumers are email subscribers.Source: Salesforce Marketing Cloud
of consumers say they have actually made a purchase of a product after receiving an offer via email.Source: Salesforce Marketing Cloud
Use to introduce a
demo, video, Q&A, etc.
CustomerCentric
CompanyCentric
From This To This
It’s All About the Customer Experience!
Today’s Consumer Expects an
Customer Experience
1
The Customer Life Cycle
Business Getting Business Keeping
Brands Must Deliver Relevant Content through Every Channel at Every Stage of the Customer Life Cycle
Microsoft Engages Office 365 Users Across Multiple Channels Uses Journey Builder to deliver relevant information to Office 365 users at every life cycle stage
Enables Microsoft to stay connected with users in 241 countries, in 33 languages
Integrates multiple channels including: Email, Web, In-App, Display Ads & Customer Support
“We can stop thinking in siloes and start thinking it’s one shopper at the end of that message.”
Global leader in retail real estate ownership, management, and development
Over 250 malls, 37 states, and 3 billion shopper visits per year
Each mall brand Uses Email + Mobile + Web Content Personalization to deliver relevant and timely offers and invitations that provide a first class customer experience
Simon Stays Connected with Cross-Channel Communications
Patrick Flanagan, VP Digital Strategy, Simon Property Group
Innovative Brands are Using “Journey Management” to Guide and Optimize the Customer’s Experience
New Customer Onboarding
Customer Service & Support
Product Purchase
Product Research & Evaluation
Remarketing & Cross-Selling
Customer Journeys Span All Stages of the Life Cycle
from Buying the Product to Using the Product
Repurchase & Renewal
Increases revenue by
up to 15%
Improves customer
satisfaction 20%
Lowers the cost to
serve by up to 20%Source: McKinsey & Company, 2013
Journey Management Produces Impressive Results
Data is the“Lingua Franca”
of Personal, Relevant &
Timely Messaging
Explicit Data (Reported) + Implicit Data (Observed)
2Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Demographic Email Address
Physical Address
Gender
Age
Product Needs & Interests
Customer Profile
Psychographic
Behavioral
Buyer Persona
Brand Affinity Persona
Social Media Persona
Media/Messaging Opt-in
Purchase Transactions
Service Claims / Cases
Event Attendance
Campaign Response
NPV; CLTV
When customer data is used to predict and deliver relevant content, Conversion Rates increase 6 – 9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud -
Predictive Intelligence Benchmark Report
Mobile
Online
Brands Must Develop an Omni-Channel Strategy for
Acquiring Data and Using it to Serve the Customer Melissa Smith Email: [email protected]
Age 32 Twitter: @MelissaSmith01
Chicago, IL 60601
Customer ID: 654321 Facebook Friend & Email Subscriber
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Store
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Demographic Email Address Physical Address Gender Age Product Needs / Interests
Customer Profile
Psychographic
Behavioral
Buyer Persona Brand Affinity Persona Social Media Persona
Media/Messaging Opt-in Purchase Transactions Service Claims / Cases Event Attendance Campaign Response NPV; CLTV
ADP Uses Social Listening to Identify and Engage Prospects
Generates leads across Facebook, Twitter, and LinkedIn by “listening” for keywords in posts
Social selling team engages privately with leads and provides links to useful content
Leads passed to sales teams once they are sufficiently qualified
Utilizes Salesforce Social Studio to enable full audit trail, tracking, and reporting
Trunk Club runs its personalized clothing service business entirely on Salesforce and the Salesforce Marketing Cloud platform
Employee mobile app gives stylists insight into member’s dressing style, brand preferences, and sizes
Integrated sales, service & marketing provides unified view of the customer; Enables fast, personalized member service
Mobile Apps Keep Trunk Club Customers & Employees Connected
“We’re using technology that enables rich one-to-one relationships. Our entire company is built around making every interaction feel human.”
Member App Stylist App
- Brian Spaly, CEO
3
A Hard-Wired Connection to Your
Customer
Although Today’s Consumers are Multi-Channel,
they Prefer Email.
prefer email for promotional communications.
prefer email for service communications. Source: Salesforce Marketing Cloud
“With individually owned and operated stores nationwide, we needed a better way to promote using a one brand voice, while offering customers relevant local content and current promotions to drive sales and increase engagement.”
Kelly Knight Martak, Marketing Manager, Grocery Outlet
Grocery Outlet Unifies Messaging across Locations with Email
Largest extreme value grocery retailer with a network of 210 stores across the US
With multiple locations and varying products, Grocery Outlet needed an easy way to unify messaging
Uses distributed sending and email approvals to enable store marketing managers to deliver locally relevant promotions and news about in-store events
Volvo Construction Equipment Uses Email to Generate Leads that Help Dealers Sell Used Equipment
Information Request
Volvo Construction Equipment’s digital marketing solution helps dealers to sell $100 million dollars worth of new and used equipment each year.
Beyond the Rack Generates 66% of its Revenues through Email Needed a way to deliver personalized product offers to millions of members
Implemented responsive design to optimize email and landing pages for mobile devices
Sends 2.5 million dynamically personalized versions of its daily email. Produces 12-18% revenue lift
Uses Mobile Push notifications to alert members of upcoming sale relevant to product interest
Use to introduce a
demo, video, Q&A, etc.
Understand the customer’s needs and interests and use this insight to predict
and deliver personalized content that aids the customer’s purchase decision,
provides timely service and results in a great customer experience.
The Customer Engagement Mandate
Use to introduce a
demo, video, Q&A, etc.
Joel BookPrincipal, Marketing Insights
Salesforce Marketing Cloud
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/
