Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
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Transcript of Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
Marc Benioff Chairman & CEO
/Salesforce.comFoundation
@SFDCFoundation
Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
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Enterprise Cloud Computing Market Share
#1 World’s Most Innovative Company 2011, 2012, 2013
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Market Leader: Enterprise, MidMarket, SMB & Sales Force Automation
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1% Time Equity
Product
588,000+ Hours
Service
$55M+ Grants
20,500+ Non-profit
Organizations
1/1/1 Model Adopted by
Become A Connected Campus: Connect With Your Students in a Whole New Way
Connected Faculty/Staff
Connected Careers
Connected Alumni
Connected Devices
Connected Students
Featured Presenters
Sandra Sanvido Director, HE Marketing
Salesforce.com Foundation
Gordon Evans VP, Product Marketing
Salesforce.com
Jason Belland Sr. Assoc. Director of Online Technology
Columbia Business School
Gordon Evans VP Product Marketing @gordonevans
Your Students & Alumni
Cloud . Social . Mobile . Connected
Sales Cloud Service Cloud ExactTarget Marketing Cloud AppExchange
Salesforce1 Platform APIs
Salesforce1 Mobile App
Salesforce1 Platform Services
Force.com Heroku1 ExactTarget Fuel
Salesforce1: A New Platform for the Future
Plan, personalize & op/mize the student & alumni journey
Build a single view using data
Deliver personalized content on every channel
Plan Optimize Personalize
Manage the Entire Journey from Simple to Complex
Identify Lifecycle Touch Points
Personalized Enrollment Email
Athletic Event Reminder SMS Alert
Alumni Fundraising Campaign
Transaction Confirmation for Tuition Payment
Campus Welcome SMS Alert
The World’s Most Powerful 1:1 Digital Marketing Platform
Customer Data Platform Scalable platform for aggregating & accessing customer data
No Limits on Data Storage Any Source Data, from Anywhere Interactive, Visual Data Modeling
Unique, Individual Preference Profile Content, Product, Offer Automation Real-time, highly personalized interactions
Predictive Intelligence Automatically predict and deliver the next best offer, product or content for every customer in real-time
Intuitive, drag & drop interface
Cross-channel
Real-time analytics
Random, multivariate split testing
Marketing Automation: Journey Builder Create personalized, automated customer journeys
Simple data connection model
Complete view in Salesforce
Highly personalized communications
Salesforce Integration Leverage CRM data to segment & target across all channels
Using Salesforce.com for 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.)
Subscriber Actions Updated to SFDC Lead/Contact and Aggregate Level for Bulk
Sends (Open, Click, Bounce,
Forward to Friends, etc.)
The World’s Most Powerful 1:1 Digital Marketing Platform
Email Trusted leader in Email used by over 10,000 customers worldwide
Easy-to-use content, personalization, and testing tools Fast, highly scalable platform No scheduled downtime ISP reputation management, delivery tools, and mobile preview
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SMS and push notifications
Location-triggered messaging
Responsive design
Advanced targeting
Mobile Reach your audience wherever they are and however they choose
Actionable visual insights Interactive, in-stream publishing Advanced workflow capabilities
Social Listen, publish, and engage across all social channels
Self-service across Twitter and Facebook
Easy-to-use advertising creation tools
Reporting and analytics across multiple metrics
Advertising Buy & optimize media at scale, creating custom audiences for ad targeting
Web Experiences Turn static websites into highly interactive, personalized experiences
Websites and landing pages Web behavior tracking and triggers Predictive, personalized content Guided selling tools
HubExchange The app marketplace for marketers, by marketers
Industry-leading marketing apps Browse, search, drop and go Enterprise distribution controls
The World’s Most Powerful 1:1 Digital Marketing Platform
Clemson University brings social media into the classroom Embraced 21st century change by modernizing curriculum Adopted state-of-the-art Social Media Listening Center Innovative group projects & interdisciplinary research Stock market prediction rate of 77% (up 784% in 7 weeks)
We are early-‐-‐possibly the first-‐-‐academic adopters of this technology and approach. -‐ Jim BoCum, Chief Informa/on Officer, Clemson University
Thunderbird School of Global Management Wanted to gather relevant information from both prospective students and alumni
ExactTarget Marketing Cloud developed a custom profile center to nurture prospective students and alumni while also attracting donations
Improved value to prospects and graduates through relevant messaging
Ivy Tech Community College
One of the nations’s largest statewide community colleges with single accreditation Needed to streamline communications to prospective and returning students Developed automated cross-channel journey to deliver customized materials
Demo
2008 Email marke/ng was a small part of marke/ng mix, largely comprised of email newsleCers and broadcast messages 2014 Email marke/ng at founda/on of marke/ng efforts, complemen/ng other channels are more focused on tailored communica/ons
Changing expecta/ons
Building a Founda/on • Website inquiries • Program survey data • ACendee interests / purchase history • Sales conversa/ons
Deliverability
Deliverability
A/B Tes/ng
Dynamic Content
Referral/Upsell
Data-‐Centric Editorial Choices
Repor/ng
Results • A/B Tes/ng has allowed for data-‐centric analysis of campaigns, leading to
more effec/ve messaging with higher click through and open rates
• Exact Target plaZorm and support has provided significant gains in email deliverability
• Customers can manage their rela/onship with us, choosing how they want to hear from us and about which topics
• Integra/on with Salesforce means that Sales and Marke/ng are now connected, not opera/ng on separate channels
• Dynamic content has allowed more personalized emails at the center of our campaigns, augmen/ng our broadcast messages
Next Steps
• Automa/on with Journey Builder technology
• Op/mized social integra/on
• More personaliza/on