Connecting the Clouds to Drive the Customer Journey

August 19, 2014

#ETWEBINARS

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Speakers

Karalee SlaytonSenior Product Marketing Manager

kslayton@exacttarget.com

@cablemaven#ETWEBINARS

Speakers

John KoonsmanBusiness Analyst, Salesforce Integration Team

jkoonsman@exacttarget.com

#ETWEBINARS

1. Learn how to take full advantage of your CRM data

2. Best practices and simple use cases for success

3. New features available now in the integration

KeyTakeaways

The World’s Most Powerful 1:1 Digital Marketing Platform

Email Mobile Social Web Data & Analytics

MarketingAutomation

Platform

ExactTarget Marketing CloudThe Platform for 1:1 Customer Journeys

Build a single view of the customer

Plan and optimize the customer journey

Deliver personalized content across every channel and device

Measure the impact on your business

Salesforce1 Customer Platform

Connecting the Clouds

Do you know who your customers are?

Where are they are in their journey?

Are you engaging and moving them

along the journey?

Are you measuring the impact on your business goals?

The Four Basic Questions

Question One

Do you know who your customers are?

The Single View of the Customer

Understanding Your Customers

“We need a simple and easy tool to segment lists and send emails to collect donations when natural disasters occur.”

simple and easy tool to segment

• Identified more than 5,000 existing donors by exporting a conversion report from ExactTarget Marketing Cloud into Salesforce CRM

• Reached first responders with emails just one day after a devastating tornado, and sent 500,000 emails by day two.

• Raised $190,000 from email alone, with more than 1,900 unique conversions.

• Deeply engaged existing donors with a 32% open rate and 5% conversion rate.

Enriching 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.)

Engagement Data Added Directly to Salesforce

(Open, Click, Bounce, Forward to Friends, etc.)

Question Two

Do you know who your customers are?

Where are they in their journey?

Goal-Oriented Customer Journeys

b1234@email.com

EVENTATTENDEE

EVENTINVITEE

LAST COMMUNICATION:RESPONDS TO:

TODAY

SALESFORCE CONTACT

Brian Ford

1 week ago2 weeks ago

Every Customer Has a Unique Journey

Interactions organized by where customers are in their journey with

your brand

Marketing Lifecycle Stages

Question Three

Do you know who your customers are?

Where are they in their journey?

Are you engaging them and moving them

along that journey?

Build Individualized Relationship with each Prospect

Customer Journey

Send a drip campaign:

• Confirm their subscription and set expectations

• Gather preferences

• Provide an incentive

• Drive Engagement Acquire Onboard Engage Retain

Relevance is Revenue

Blast

Profile Persona

Behavior Interaction

0%

3%

4%

En

gag

em

en

t

2%

1%

1.1%CONVERSION RATE

2.8%CONVERSION RATE

3.9%CONVERSION RATE

5%

Execute your email campaigns without manual data synchronization Send emails to individual, Leads,

Contacts, reports or Campaigns.

See individual and aggregate tracking results in Salesforce CRM

Sending Email From Salesforce Sales Cloud

Marketing Automation

Possible Use Cases

Lead Nurturing

New Account Activation

Welcome series

Password Resets

Confirmations

Create automated marketing interactions with your customers and prospects

A/B Testing

• Send to a Salesforce Report or Campaign and use ExactTarget A/B Testing to automatically randomize segments, measure and select the best option, and send the winning email to the remaining subscribers.

AB Testing: How it Works

Create an A/B Test from the

ExactTarget Marketing Cloud

Select a Salesforce Report or Campaign;

then run the test

ExactTarget randomly selects Contacts or

Leads from your report to receive sample A

and sample B

Automatically monitor the

performance of each sample

The system will determine a winner

based on the selected metric–Open Rate or Click-through Rate

The winning email is sent to the remaining Contacts or Leads from the report

Do you know who your customers are?

Where are they are in their journey?

Are you engaging and moving them

along the journey?

Are you measuring the impact on your business goals?

Question Four

Performance Tracking• New graphs and charts

make it easier to analyze performance metrics

Measure Campaign Performance

• Your team now has one place to measure, analyze, and optimize campaign performance

• Easily viewing click through rates by campaign, email send, and open rates, all the way down to the links that were clicked

Live Demonstration

Mobile Sending Support

• First ever integration of Mobile Connect and Salesforce.

• Send SMS messages to leads, contacts or segment with reports and campaigns.

Salesforce1 Mobile App

• Use the integration right from your mobile phone and the Salesforce1 Mobile App.

• Schedule and send emails and SMS

• Review tracking information

Connected Clouds

Questions?Please type questions in the chat panel to ‘All Panelist'

#ETWEBINARS

Upcoming Webinars:

September 4th @ 12:00 pm EDT

Making a Great First Impression: Effective Onboarding

http://www.exacttarget.com/resource-center/webinars

August 21st @ 12:00 pm EDT

Love at First Site: Charm Customers into Loving your Brand

August 26th @ 12:00 pm EDT5 Trends for Designing an Effective

Customer Onboarding Strategy

August 28th @ 12:00 pm EDTRefresh your Approach to 1:1 Marketing:

Elevate the Discussion with Personalization

Power the Customer JourneyText “JOURNEY” to 56237

Tips | Strategies | Trends

*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

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