111814_salesforce marketing cloud - partner forum nyc
TRANSCRIPT
Marketing to the Power of ONE!How Smart Brands Use the Salesforce Marketing Cloud to Deliver a Personalized Customer Experience
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook 1
Safe Harbor
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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.
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By 2019, CMOs predict Digital marketing will account for more than 75% of the marketing budget.
Source: Accenture Interactive - 2014 CMO Insights
“Gartner predicts that, by 2017, the CMO will have a larger IT budget than the CIO”Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014
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First Visit Hand-Raise Purchase
Buying Cycle
Sales Cycle
• Online Research
• Exploring Brands and Products
• Narrowing of Options
• Making the decision
• Justifying Decision
• Ordering
The B2C Buying Process has Changed!
Online Research
“Before ever entering a store, 62% of shoppers already know what they want to buy through prior online research.”Bazaarvoice: "Social Trends Report 2013"
Buying Cycle
Sales Cycle
The B2B Buying Process has Changed!
Online Research
“70% of the B2B buying cycle is complete before the buyer engages with Sales”Source: Sirius Decisions
First Visit Hand-Raise Purchase
• Online Research
• Exploring Brands and Products
• Narrowing of Options
• Making the decision
• Justifying Decision
• Ordering
Source: Google – “Zero Moment of Truth”, 2012
The average consumer consults 10.2 sources of information before making a purchase.
{In 2010, it was 5.3}
Today’s Consumer
More Informed.
More Empowered.
More Demanding.
of all shoppers use the Internet to research and purchase products and servicesSource: Cisco Internet Business Solutions Group
"Catch and Keep Digital Shoppers" 2013
of US consumers are email subscribers.Source: Salesforce Marketing Cloud
of consumers rely on social networks to guide their purchase decision.Source: SproutSocial, 2014
73% of US mobile phone users are smartphone owners. Source: comScore MobileLens, October 2014
Consumers are Mobile First
By 2018, 58% of the US population will access the Internet via a connected TV.
Source: eMarketer, June 2014
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Customers want a
across channels!
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
78% of consumers are more likely to be a repeat customer if a brand provides them personalized offers.Source: Infosys
The Good News
54% of consumers would consider ending their relationship with a brand if they are not given tailor-made, relevant content & offers.Source: CMO Council
The Bad News
+
Channels 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
Product Needs, Interests, Preferences
CampaignResponse History
Analytics and Engagement Score
Product /ServicePurchase History
CustomerDemographics
Email AddressPhysical Address
Customer Data
Event Attendance History
Data is The Money Ball of 1:1 Marketing
Explicit Data (Reported) + Implicit Data (Observed)
2
“Data-driven companies are 5% more productive and 6% more profitable”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014
Brands Must Have a Multi-Channel Strategy for Observing,
Acquiring and Storing Customer Behavioral DataMelissa Smith Email: [email protected]
Age 32 Twitter: @MelissaSmith01
Chicago, IL Facebook Friend & Email Subscriber
Twitter Interaction
Triggered by
Published
Content
Email Signup
via Facebook
Welcome Email /
Request for
Needs & Interests
Site Browsing &
Guided Exposure
to Content
Email 1
Triggering
Mobile App
Download
Email 2 & Invitation
for Mobile Push
Sign up
Progressive Profiling Enables Brands to Learn about the Customer’s Interests and Predict what Offers, Information and Service are Relevant and Timely
Pro
gre
ss
ive
Pro
fili
ng
Twitter:
@MelissaSmith01
Melissa Smith
Postal Address
Email:
Preferred Retailer
Birth year
Mobile Phone Number
Personal Profile Data
Browsing Behavior
Product Interests
Promotion Participation
Mobile App Downloaded
Product Purchase History
Requested Push Notifications
Customer Service History
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
Benchmark Report
Mobile
Online
3
New Customer Onboarding
Customer Service & Support
Product Purchase
Product Research & Evaluation
Remarketing & Cross-Selling
Brands Must Optimize Every Customer Journey to Deliver a Satisfying Customer Experience
Repurchase & Renewal
Satisfied Customers . . .
Buy More Refer More Stay Longer
Innovative Brands Guide the Customer through their
Shopping, Buying and Usage Experiences
Awareness Evaluation Purchase Usage RePurchase Advocacy
Increases revenue by up to 15%
Improves customer satisfaction 20%
Lowers the cost to serve by up to 20%
Source: McKinsey & Company, 2013
Automating and Optimizing Customer Journeys Produces Impressive Results
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Retail/CPG
Travel
& Hospitality
Communication
s & Media
Internet
& eCommerce TechnologyFinancial Services
& Insurance
More than 10,000 Brands Worldwide use the Salesforce Marketing Cloud
A Digital Marketing Success Story
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
Volvo Construction Equipment manufactures and sells heavy construction equipment for use in multiple industries. Products and services are offered through proprietary or independent dealerships.
The Company
Volvo CE Multi-Channel Marketing Strategy
Monthly Email Newsletter
Bi-Monthly Remarketing Email
Volvoce.comVolvo Construction Dealers
Trade Shows
Twitter Facebook YouTube
Email is Vital for Lead Generation and
Lead Nurturing
When a Visitor Clicks the Volvo Newsletter Sign-up Link, it Triggers Opt-in Form
Volvo’s monthly eNewsletter is used to nurture leads and deliver industry-specific news, promotions and product information
November 2014 Issue -
Road Construction Edition
Volvo’s Remarketing Services Email generates leads that help dealers sell used equipment
Information Request
Volvo CE Lead Management Workflow
Salesforce Marketing Cloud integration with CRM system enables Volvo sales reps to track leads, manage opportunities
Lead report sent via Salesforce Marketing Cloud to Volvo sales rep
Personalized “Thank You” email sent via Salesforce Marketing Cloud to customer
Data Cleansing
Lead Scoring Data Integration in CRM
Volvo CE is Very Effective in Leveraging
Social Media
Benefits:
Enables Volvo to deliver ads to Facebook members who fit the profile of the desired customer
Generates leads, Attracts new email subscribers, Drives downloads of the Volvo CE Insider app
Reduces costs per lead by 30%.
Volvo CE Uses Facebook Custom Audiences
Facebook Custom Audience
Location – Living In
Canada
United States
Age
23 and older
Interests
Construction equipment brands competitive
to Volvo Construction Equipment
Results
279,746+ Impressions
9,485 Clicks
27 Direct Sales Qualified Leads
$2,065.71 Cost ($76.50 / SQL)
Volvo Uses Facebook Ads to Drive Leads
Volvo Construction Equipment’s digital marketing solution helps dealers to sell $100 million dollars worth of new and used equipment each year.
Sony PlayStation
Digital Marketing Success Story
Sony Delivers a Personalized Experience for PS4 Game Players
Launched PS4 & player community to enable Sony and PS4 players to stay connected
Sony has complete visibility into the PS4 player’s journeys from novice to advanced
Delivers engaging, relevant content across email, mobile, social and in-game experience
Sony’s Back on Top!Sony has overtaken Nintendo in console sales for the first time in eight years, following the successful launch of the Playstation 4 (PS4) in November 2013.
Sony sold a total of 18.7 million consoles in the last financial year, which ended in March 2014, compared to Nintendo's 16.3 million.
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NOW SERVING
1SERVING
SELLING
has become the new
The 1:1 Marketing Mandate
Understand the needs, interests and behavior of individual customers and use this insight to predict and deliver
personalized content that aids the acquisition, onboarding, serving and
retention of customers.
Understand the needs, interests and behavior of individual customers and use this insight to predict and deliver
personalized content that aids the acquisition, onboarding, serving and
retention of customers.
The 1:1 Marketing Mandate
Understand the needs, interests and behavior of individual customers and use this insight to predict and deliver
personalized content that aids the acquisition, onboarding, serving and
retention of customers.
The 1:1 Marketing Mandate
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demo, video, Q&A, etc.
Joel BookPrincipal, Marketing Insights
Salesforce Marketing Cloud
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/