How Salesforce Uses Marketing Cloud

How Salesforce Uses Marketing Cloud

Bobby Jania Senior Director, Product Marketing [email protected] @bobbyjania

Dani DeTrude Product Marketing [email protected] @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.

 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 products 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 litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our 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-salesforce.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 Filings 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 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

Email

Getting Started Journey Overview


Engaged?

Yes

No

Direct Outreach



Based Emails

Ongoing Interaction

Based Emails

Low Engagement

Email

Journeys Begin with a Welcome Email


Engaged?

Yes

No

Direct Outreach



Based Emails

Ongoing Interaction

Based Emails

Low Engagement

Email

Compelling Emails Based on Engagement


Engaged?

Yes

No

Direct Outreach



Based Emails

Ongoing Interaction

Based Emails

Low Engagement

Email

Engagement Data Determines Next Steps


Engaged?

Yes

No

Direct Outreach



Based Emails

Ongoing Interaction

Based Emails

Low Engagement

Email

Service Cloud Integration Opens a Case When Needed


Engaged?

Yes

No

Direct Outreach



Based Emails

Ongoing Interaction

Based Emails

Low Engagement

Email

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

Email

Salesforce1 Adoption Manager Overview

Exit to Next Journey

Week 1 Email Series

Wait 30 Days

Welcome Email

App Login?

Yes

No Win-back

Email

Welcome Email Drives App Downloads


Week 1 Email Series

Wait 30 Days

Welcome Email

App Login?

Yes

No Win-back

Email

Onboarding Emails Sent During First Week


Week 1 Email Series

Wait 30 Days

Welcome Email

App Login?

Yes

No Win-back

Email



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

Email



Week 1 Email Series

Wait 30 Days

Welcome Email

App Login?

Yes

No Win-back

Email

Data Powers Next Step in the Journey


Week 1 Email Series

Wait 30 Days

Welcome Email

App Login?

Yes

No Win-back

Email

Win-Back Email Gets Users Back Into App


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

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:

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How Salesforce Uses Marketing Cloud

Marketing

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