From Promotion to Emotion: 6 Tips for Connecting With Customers Along The Journey
Connecting the Clouds to Drive the Customer Journey
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Transcript of Connecting the Clouds to Drive the Customer Journey
Connecting the Clouds to Drive the Customer Journey
August 19, 2014
#ETWEBINARS
Safe HarborSafe Harbor statement under the Private Securities Litigation Reform Act of 1995:
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 statement concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new product and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our web hosting, breach of our security measures, the outcome of any litigations, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, or relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-alesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of Salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filing's section of the Investor Information section of our Web site.
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 in 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.
Speakers
Karalee SlaytonSenior Product Marketing Manager
@cablemaven#ETWEBINARS
Speakers
John KoonsmanBusiness Analyst, Salesforce Integration Team
#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
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/
Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customerinteractions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging connected
technologies
Hear from the brightest innovators and biggest brands
Experienceworld-class education
and entertainment
exacttarget.com/connectionsSeptember 23-25