Use CRM + Advertising to Find, Engage and Retain the Best Customers Allyson Reagan, Director of CRM & Email Marketing (Angie’s List) Gabe Joynt, Director of Product Marketing (Salesforce) @gabejoynt

Understand why Advertising and CRM

need each other

Learn 5 plays for driving customer journeys with

advertising

See how Angie’s List is approaching this

opportunity

1 2 3

crm

advertising

CRM and advertising need each other

it’s not controversial

Contact 59545!Messages

Text Message Send

High-value customers Segment all inactive subscribers

Targeted FB Ad Based on recent searches, Category targeting

2 Days No response

Email triggered to welcome customer back to online shopping experience - thank them for their purchase/remind them about cart items

Customer sees mobile Ad – clicks through to site

Send Targeted FB Ad Call to action ad to SHOP NOW

Email promo Entice subscriber with discounting

Customer makes purchase Or adds items to cart

it’s just complicated

and the stakes are high

Growth Rate %

Media Type

complete view across channels coordinated execution

writing the next chapter

Winner: Facebook Innovation Competition

Introducing Active Audiences Leverage CRM data in advertising

Scalable and automated Privacy-aware and secure Across digital ad channels

Securely match CRM data across channels

Emily emilyexample@gmail.com

(415) 555-1212

Emily 127e6fbfe24a750e72930c220a8e138275656b8e5d8f48a98c3c92df2caba935

people + journeys

acquire onboard engage retain

always be automating

use data about your best customers to acquire new customers

Outrigger acquires subscribers who are like their best guests Identified high-value customer segments based on bookings history and recent email engagement

Used Active Audiences to create Facebook Lookalikes based on precise past guest segmentation

Created efficient campaign reaching target on Facebook mobile feed using Social.com

Beat Cost Per Acquisition goal by 89%

Respondents were 2X more likely to opt-in for promotional email

use social listening to identify new audiences, and join the conversation

strengthen the bond with new customers across channels

engage and drive new revenue

Would customers reached by both email and Facebook advertising be more likely to convert?

TEST GROUP 925,000 email subscribers

MATCHED AUDIENCE 565,000 subscribers (61%) anonymously matched through Facebook Custom Audiences

35% opened emails

42% saw Facebook ads

Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.

1) Matched a group of email subscribers to create a Facebook Custom Audience

2) Targeted this audience with email and ads over 2-week program

3) Matched transactions using Offline Conversion Measurement

Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.

Ads increased reach by 77%

Subscribers were 22% more likely to convert when reached by both ads and email

Coordinating channels increased reach and conversions

take a progressive approach to reactivation

Engage the half of your list that doesn’t open email

ACTIVE SUBSCRIBERS

ü  Inactive subscribers were even

more likely to click on ads than active subscribers

ü  The retailer drove $13 in revenue for every $1 invested in Facebook advertising.

INACTIVE SUBSCRIBERS

Advertising click-through rate

Source: Salesforce retailer’s tests conducted in Q1 and Q3, 2013

Allyson Reagan, Director of CRM and Email Marketing

•  Use email to acquire, engage and renew

•  Over 2M members, 60K new reviews per month & thousands of ecommerce offers

•  Challenge: Grow new membership and Increase LTV

90% who use Facebook access it via a mobile device Compared to other US Facebook users, they are: •  30% more likely to be multi-device •  84% more likely to use an iPad

Channel Crossers: Women 35-65, $100k HHI, Homeowners

Source: Facebook Audience Insights based on all Facebook users May/June 2015.

EMAIL: 1-1 marketing to known customers based on rich contact data

ADVERTISING: Acquire and promote using 3rd party data

ACQUIRE new members based on lookalikes of: •  Premium members •  Snapfix users •  Multi-year members

RENEW: Tailor and trigger advertising based on journey and renewal stages.

EMAIL + ADVERTISING

Bringing together two teams who have traditionally operated in silos within marketing Reconcile different datasets and analytics to provide a unified marketing and customer journey experience Email + Advertising = Success

CRM and advertising need each other

Orchestrate advertising alongside the rest of

your marketing, throughout the

customer journey

Reach across silos to make it happen

1 2 3

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