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

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By 2019, CMOs predict:

Digital marketing will account for more than 75% of the marketing budget.

Campaigns will unfold in real time, depending on the individual needs and intentsof each customer across every device and channel.

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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The Connected Consumer

More Informed.

More Empowered.

More Demanding.

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 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"

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}

of all shoppers use the Internet to research and purchase products and servicesSource: Cisco Internet Business Solutions Group

"Catch and Keep Digital Shoppers" 2013

By 2018, 58% of the US population will access the Internet via a connected TV.

Source: eMarketer, June 2014

of US mobile phone users are smartphone owners.Source: comScore MobileLens, October 2014

want self-service access to digital content in store. Source: Cisco Internet Business Solutions Group study: "Catch and Keep Digital Shoppers“ January 2013

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

prefer email for promotional communications.

prefer email for service communications. Source: Salesforce Marketing Cloud

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Customers want a

across channels!

1

The Customer Life Cycle

Business Getting Business Keeping

Brands Must Deliver Relevant Offers, Invitations and Service throughout the Entire Customer Life Cycle

Innovative Brands Guide the Customer through their

Shopping, Buying and Usage Experiences

Awareness Evaluation Purchase Usage RePurchase Advocacy

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: msmith@gmail.com

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:

MSmith@gmail.com

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

Journey Management

3

Customer Experience

is the key to delivering a great

Source: McKinsey & Company

The buyer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.

1

The buyer adds or subtracts brands as he evaluates what he wants.

2

Ultimately, the buyer selects a brand at the moment of purchase.

3

After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.

4

The Customer

Decision Journey

Source: McKinsey & Company, 2013

Customer Journeys span all stages of the Customer

Experience, from buying the product to actually using it

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 1to1 Marketing Paradigm

Understand the needs and expectations of individual customers

and use that insight to personalize and optimize every interaction across

online and offline channels.

The 1to1 Marketing Paradigm

Understand the needs and expectations of individual customers

and use that insight to personalize and optimize every interaction across

online and offline channels.

The 1to1 Marketing Paradigm

Understand the needs and expectations of individual customers

and use that insight to personalize and optimize every interaction across

online and offline channels.

The 1to1 Marketing Paradigm

Understand the needs and expectations of individual customers

and use that insight to personalize and optimize every interaction across

online and offline channels.

Use to introduce a

demo, video, Q&A, etc.

Joel BookPrincipal, Marketing Insights

Salesforce Marketing Cloud

jbook@ExactTarget.com

@JoelBook

Thanks!

www.linkedin.com/in/joelbook/