marketing automation + communities= customer love chicago
DESCRIPTION
In the simplest sense, everything in marketing and sales comes down to two key challenges: attraction and engagement. Smart business leaders are always looking for ways to improve both. Leading the pack on “latest and greatest” technology solutions: Marketing Automation and Communities. But these solutions are not meant to exist on islands. They are made for each other. And bringing them together helps bring your customers closer to your brand. Join us for an afternoon of love: between technologies, and between you and your customers. Hear from Magnet 360 and salesforce.com experts as they demonstrate the connective power between Marketing Automation and Communities to: Attract customers with personalized, relevant messaging, Engage customers and partners with rich and essential content and tools, Retain and grow valuable relationships by integrating marketing, sales, and service.TRANSCRIPT
MARKETING AUTOMATION + COMMUNITIES = CUSTOMER LOVE
Join the Conversation:@Magnet360@Salesforce
@d_burkhardt @ericscheel
#CustomerLoveCHI
OUR MANTRA
S A L E S F O R C E E X P E R T I S E
C L I E N T T R U S T E A R N E D E V E RY D AY
Greg Adams
Area Vice President
salesforce.com
Marketing Automation + Communities
David BurkhardtArea Vice President, Exact Target Marketing Cloud @d_burkhardt
of companies lack an in-depth understanding of their customers
IBM Study of 1,700 CMOs“From Stretched to Strengthened”
Most Companies Feel Unprepared
66%
@d_burkhardt
SOURCE: REDITT, The Illusion of Choice.)
@d_burkhardt
Customers are on a Journey with Your Brand
@d_burkhardt
Marketing is the journey.And the journey is marketing.
@d_burkhardt
The customer chooses when to start the journey.
@d_burkhardt
How they want to travel on the journey with you.
@d_burkhardt
And when to end it.
@d_burkhardt
And they expect you to be there every step of the way – with directions, assistance and
assurances that you will be there after the purchase.
@d_burkhardt
Customers aren’t managed. Customers manage you.
@d_burkhardt
Do you know who your
customers are?
Four Questions
@d_burkhardt
Do you know who your
customers are?
Do you know where they are in
their journey?
Four Questions
@d_burkhardt
Do you know who your
customers are?
Do you know where they are in
their journey?
Are you driving an engagement strategy
to move them along that journey?
Four Questions
@d_burkhardt
Do you know who your
customers are?
Do you know where they are in
their journey?
Are you driving an engagement strategy
to move them along that journey?
Are you able to measure the
impact on your business goals?
Four Questions
@d_burkhardt
Build a Single View of the Customer
Define and Manage the Customer
Journey
Deliver Optimized Content across all
Customer Touch Points
@d_burkhardt
How it Works…
Journey Builder
Predictive Intelligence
Customer Data Platform
@d_burkhardt
@d_burkhardt
@d_burkhardt
@d_burkhardt
Final Thoughts …
Where are you?
@d_burkhardt
@dwisdom@d_burkhardt
ERIC SCHEEL
MAGNET 360 CTO, @ERICSCHEEL
SALESFORCE COMMUNITIES
@ericscheel
ENGAGEMENT FOR OUTCOMESE N G A G E M E N T S T R AT E G Y
/// Partner Since 2004
/// 2,000+ Platform Projects
/// 100+ Certifications
/// 8.9 Customer Satisfaction Score
@ericscheel
MYSTARBUCKSIDEA.COM
• One of the earliest branded
communities on Force.com.• Key element in turnaround at
Starbucks over the last five
years.
» 150,000 ideas submitted» 2 million votes» 250+ ideas were implemented
@ericscheel
GENERAL MILLS INNOVATION NETWORK
Key partner engagement tool
Post challenges and briefs for innovation opportunities
Create direct connection between General Mills and partners
Connected to internal resources and processes
@ericscheel
THE HOME DEPOT - DRIVING INTERNAL INNOVATION
Large public facing community
Customers, employees and experts community
Advocate Engagement
Search Engine Optimization ofcontent @ericscheel
WHY COMMUNITIES
@ericscheel
WHY COMMUNITIES
Sales• Create value added services • Expand customer mindshare• Increase collaboration & reduce friction in the sales process
Service• Self service case deflection • Service reinvention… be like Amazon• Reduce cost & improve experience
Marketing• Defend & enhance the brand• Build customer & partner advocates • Conversation is happening, companies need to join @ericscheel
DRIVING COMMUNITIES ROI
Increase sales:• Engaged customers in communities spend 19% more (University of Michigan 2013)
• 55% of consumers would pay more for a better customer experience• GE found engagement online resulted in a 15% increase in sales
Decrease costs:• 10% case deflection providing $2.5M in savings• Support can handle 3.8 issues simultaneously online vs. 1.2 over the phone.• 42% of service agents are unable to efficiently resolve customer issues due to
disconnected systems, archaic user interfaces, and multiple applications
Build brand advocates (get closer to your customer/partner):• 78% of community users 'research a problem' as part of their buying lifecycle• 24x more conversations happen in a community than on social channels• 11% share to other social networks via community (Facebook, Twitter, etc)
@ericscheel
COMMUNITY MATURITY MODEL
2 – Presence• Stake your claim
• Direct partner and customer engagement
• Create feedback loops
1 – Planning• Listen & Learn
• Develop business case
• Internal cultural alignment
3 – Engagement• Dialog Deepens
• Internal Users Engage (Sales, Support, Product Development, Marketing)
• Profile / Identity aggregation
4 – Formalized • Organized at scale
• Global coordination
• Governance
• Optimized at scale
5 – Strategic • Across enterprise
• Employee, partner and customer
• Consolidation of sites and channels
Functionality ExtensiveLimited
Bu
sin
ess
Im
pa
ct
Hig
hL
ow
6 – Converged• Community embedded into
products, services and processes
@ericscheel
S A L E S F O R C E E X P E R T I S E
@ericscheel
THANK YOU
@ericscheel