Creating stronger connections using exact target marketing cloud

Creating Stronger Connections Using ExactTarget Marketing Cloud

Jason Belland Senior Associate Director, Online Technology Columbia Business School

@jasonbelland

Marc Benioff Chairman & CEO


• Columbia Business School Executive Education • Helping executives do great work, even better • Connecting with 3,000 customers annually in executive programs

• Triple Bottom Line

• Funding Columbia’s research and development activities • Engaging faculty in today’s business challenges • Sharing thought leadership with a global audience

Foundation Pres – PowerPoint Template – 16x9 FY14.pptx



• Our Team • Integrated Sales, Marketing, and IT initiatives • Cross-functional mindset • Dedicated marketing copywriter for web and email • Web developer focused on email campaigns and web updates • Salesforce admin building workflows, reports and dashboards




• Our Customers • Executives from around the globe • Looking to accelerate career development • Interested in learning that is applicable to today’s challenges




“You guys send too much SPAM.”


What Happened?

Changing Expectations Creating Stronger Connections Using ExactTarget Marketing Cloud



• 2008 • Email marketing was a small part of marketing mix, largely comprised of email newsletters and broadcast messages

• 2014 • Email marketing at foundation of marketing efforts, complementing other channels are more focused on tailored communications




• Building a Foundation • Collecting the right information • Sharing data across the organization • Creating messages that matter to each customer

• Salesforce + Exact Target • Integrated approach to marketing • Useful metrics to drive decision-making • Focus on deliverability so our message is heard




• Collecting Customer Data • Website Inquiries • Program Survey Data • Participant interests and purchase history • Sales conversations

• Leveraging Resources to Anticipate Needs • Customer demographic and behavioral data • Columbia Ideas at Work • Faculty Twitter feeds


Email Campaigns

Deliverability Creating Stronger Connections Using ExactTarget Marketing Cloud

A/B Testing Creating Stronger Connections Using ExactTarget Marketing Cloud

Dynamic Content Creating Stronger Connections Using ExactTarget Marketing Cloud

Referral Campaigns Creating Stronger Connections Using ExactTarget Marketing Cloud

Post Event Follow-up Creating Stronger Connections Using ExactTarget Marketing Cloud

Metrics

Data-Centric Editorial Choices Creating Stronger Connections Using ExactTarget Marketing Cloud

Reporting Creating Stronger Connections Using ExactTarget Marketing Cloud

Results



• Business • Data-centric approach leads to more effective messaging, higher CTR • 20% of web traffic driven by email campaigns • Integration with Salesforce connecting Sales and Marketing • Revenue growth ahead of expectations

• Customers • More participants in executive programs than ever before • High touch, personalized customer service • Greater connections to ideas at the center of business


Roadmap



• Journey Builder • Sales automation to better assist customers • Behavioral tracking to understand customer needs

• Social Studio • Better syncing of social activities across organization • Integrated approach to social, email, and sales


Questions

Jason Belland Senior Associate Director, Online Technology Columbia Business School

@jasonbelland

Creating stronger connections using exact target marketing cloud

Education

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