Post on 07-Apr-2017
How Salesforce Uses Marketing Cloud
Bobby Jania Senior Director, Product Marketing bjania@salesforce.com @bobbyjania
Dani DeTrude Product Marketing ddetrude@salesforce.com @dani_detrude
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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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.
Salesforce Marketing Cloud
Unify Data Build a single view of your customers, integrate data from any source, and make it actionable
Personalize Journeys Trigger timely, unique, and meaningful messages, based on real-time customer behavior
Engage Cross-Channel Deliver relevant content on email, mobile, social, ads, and the web
Analyze Everything Measure the impact of your business and optimize every interaction
Create 1-to-1 customer journeys
Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App Onboarding
New Customer Onboarding
New Employee Onboarding
New Customer Onboarding Journeys
Orienting new customers to
Salesforce
Educating with resources
Engaging customers with targeted
outreach
Getting Started with Salesforce Journey Creating empowered and loyal customers through 1-to-1 emails
Data Powers the Customer Onboarding Journey
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Getting Started Journey Overview
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Journeys Begin with a Welcome Email
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Journeys Begin with a Welcome Email
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Compelling Emails Based on Engagement
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Compelling Emails Based on Engagement
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Engagement Data Determines Next Steps
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Engagement Data Determines Next Steps
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Engagement Data Determines Next Steps
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
Service Cloud Integration Opens a Case When Needed
Week 1: Welcome Email
Engaged?
Yes
No
Direct Outreach
Key Contacts Identified
Weeks 2-5: Interaction
Based Emails
Ongoing Interaction
Based Emails
Low Engagement
61% 20,000+ Email
Open Rate Customers taken on personalized
journey
New Customer Onboarding Journeys Drive Results
Proven Results
Salesforce1 Mobile App Journeys
Acquiring app users
Onboarding recent installers
Winning back inactive users
Driving Adoption of the Salesforce1 Mobile App Powered by real-time data along every step of the journey
Welcome Email
App Login?
Yes
No Win-back
Salesforce1 Adoption Manager Overview
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Welcome Email
App Login?
Yes
No Win-back
Welcome Email Drives App Downloads
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Welcome Email
App Login?
Yes
No Win-back
Welcome Email Drives App Downloads
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Welcome Email
App Login?
Yes
No Win-back
Onboarding Emails Sent During First Week
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Welcome Email
App Login?
Yes
No Win-back
Onboarding Emails Sent During First Week
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Day 1: Access Records Day 2: Take Action Day 3: Collaborate Day 4: Review Dashboards Day 5: Access Files
Welcome Email
App Login?
Yes
No Win-back
Onboarding Emails Sent During First Week
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Welcome Email
App Login?
Yes
No Win-back
Data Powers Next Step in the Journey
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Welcome Email
App Login?
Yes
No Win-back
Win-Back Email Gets Users Back Into App
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Welcome Email
App Login?
Yes
No Win-back
Win-Back Email Gets Users Back Into App
Exit to Next Journey
Week 1 Email Series
Wait 30 Days
Proven Results
7% 42% 38% Increase in Downloads
Take Suggested Actions
Win Back Rate
Data-Based Onboarding Journeys Increase App Adoption
Employee Onboarding Journeys
Recruiting automatically with Marketing Cloud
Onboarding employees seamlessly
Engagement throughout tenure at Salesforce
Automating Talent Acquisition & Onboarding Taking candidates from interested to employed
● Salesforce career pages tagged to track visitor data
● Ability to build affinity maps for recruits prior to applying for a job
● Relevant content sent via email and social media
Predictive Intelligence on Website Powers Recruiting
● Highly targeted Facebook ads
● 3-month pilot program targeting 30,000 Engineering recruits
● Automated 1-to-1 personalized recruiting
Targeted Social Ads Attract Recruits
● Journey based on location in recruiting cycle
● Data gathered from web behavior, emailed surveys and more
● Pre-screening process made easier for HR
Applicants Taken on Nurture Journey
● Journey spans from week prior to start date through first year
● Each email in series introduces employee to different topics
● Resources and links to important information to be successful
Automated Onboarding Emails to New Hires
● Employee communications emails sent through Marketing Cloud
● Resources and news are shared to create internal alignment
● Consistent tone and voice boosts culture
Engaging Emails Sent Over the Years at Salesforce
“Thanks for this and all the emails
about various new hire topics. Your
timing is great too btw! Not all at once
and good sequencing.”
89.9% 3,580 30% ↓ Email
Open Rate Employees taken on personalized journey
Help Desk Traffic from New Hires
"Appreciated that we use our own
Marketing Cloud Journey Builder
product to help simplify the complex
new hire experience. Excited to see
more of what's in store."
Human Resources Journeys Attract and Retain Talent
Proven Results
Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App Onboarding
New Customer Onboarding
New Employee Onboarding
2:00 – 2:40pm Marketing Cloud: The Dawn of the Digital Marketer
Keynote Room
Visit the Marketing Cloud booth in the Customer Success Expo
3:00 – 3:40pm How to Maximize your Email Marketing by Adding Predictive Content, Mobile, & Ads 4:00 – 4:40pm Choosing the Right Solution: When to Use Pardot, Marketing Cloud, or Both 4:40 – 6:00pm Networking reception in the Customer Success Expo
Next Session:
thank y u
Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App Onboarding
New Customer Onboarding
New Employee Onboarding